What Is The Ultimate Steal

Lois: We are looking for ideas to save a brand. Is there a future

The program

What Idea! number 26, issued on March 3, 2005, included an interview with the responsible marketing of Lois and Beefeater, during the promotional action that both brands were doing together, quite successfully.

Today, only three years later, the company Sáez-Merino, maker of the iconic jeans brand, announced its closure and, therefore, the dismissal of 400 workers.

Just 24 hours after announcing the move, internet began to be populated pages created by nostalgia for the brand, which calls for the contribution of ideas to save Lois. One such initiative came to me through Facebook, with a message from my dear friend Juan Ramón Plana, which did not talk like Director General of the English Association of Advertisers but merely as a user and lover of a brand with nearly 50 years of existence.

At a time when brands are desperate to get attention and sympathy from consumers, investing hundreds of millions in advertising and promotion (often unsuccessfully), it is surprising to note that the announced closure of a company, ie to a brand, generate, on the public - users and nonusers - the reaction that is generating the possible disappearance of Lois.

Honestly, I do not know what idea to save Lois and 400 families avoid losing their source of income. But I can, with the publication of this interview on You Tube and on this blog, to pay my tribute to a brand that, beyond financial matters, has connected with your audience and win the affections of thousands of users. The same users who today are not resigned to his disappearance.

And if you're among those who believe that ideas can not only help sell a product, but also save a brand enters http://rescataralois.ideascale.com/

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