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Flesh of inspiration
Page 12
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Take a stroll with us through the little sideroads of haulage, the diversions and detours, the quirky, the quixotic and the downright strange...
It there's one great truism that On the Margin has learnt in life it is that (with the exception of those artistic snaps of ourself that we tried to sell on e-bay) sex sells. It's a fact that if you want to shift a product in double-quick time the judicious use of acres of naked flesh is one sure fire way to get people to at least look at your advert. However, when it comes to rejigging corporate liveries we're more used to press releases filled with complex justification for changing the paint shade by a tone, or reams of text explaining the significance of a logo using a font set in italic.
So when this little missive from Culina, transport and logistics provider for Muller yoghurts, among others, came in we practically sighed with relief, Here for once, we thought, is a company admitting once and for all, in language we all understand, just what it is it's up to probably with a cheeky wink, a nudge and some Benny Hill-type music. Sadly, just like a leaky bouncy castle, it's nothing but a big let down.
As the company explains: "Culina's clever use of the key word 'chill' with multiple meanings contained in three new eye catching liveries is sure to attract attention and further raise .rts profile in an industry that many perceive as unadventurous and bland in its approach to marketing."
Of course there are cynics who would say that using a young lady on a glacier wearing considerably less than her mother taught her doesn't necessarily use the greatest depth of imagination in the first place.
"We obviously want to raise the profile of Cul ma, but more than that we want to send out a clear message that the logistics industry is dynamic," says group CEO and UK MD Thomas van Mourik. "The designs are totally different to anything else used by our competitors. They are a fresh and bold visual statement that reflects Culina's enterprising spirit and forward thinking philosophy." And frankly we all know there's nothing that sells better than a young lady in her swimsuit... he may not have added. Sowhere does the yoghurt go?