The leaflet opened with a lie (the new Moleskines were not “exact reproductions of the old”) then immediately veered toward gibberish, but that didn’t matter. Pound for pound, those seventy-five words proved themselves among the most effective pieces of commercial copywriting of all time, briskly connecting the product’s intangible... See more

Creativity absolutely has to be applied to all four Ps, and not just to the promotional P. Otherwise, the ads are just lipstick on a pig. It’s a lot more fun when your product is ‘the world’s rarest beer’ instead of a slightly more hoppy IPA, or when your distribution mechanic is a travelling beer roulette vending machine and not just shelf facings... See more