The Challenge

Essity needed to drive engagement in their ‘Village’ campaign which used a fairy-tale world.

What we did

We analysed a range of old and new kids’ films to identify the structures and codes at work.

The Result

The client was able to optimise characterisation, which lead to clear improvements in campaign performance

“William and the team at Amaranth Insight have helped us to shape our communication big idea and execution by going beyond the usual surface level observations. The semiotic approach and analysis identified the core human drivers and the codes that could be used to tap in to these in communication. The ability to bring these insights to client and agency teams has helped us to take action.”

Duncan Philips Global Brand Director Essity

How to rekindle Britain’s love of pubs

The Challenge

Three Pubs go bust every day in the UK. The British Beer & Pub Association wanted to rekindle Britain’s love for its pubs and get the public behind a campaign to give pubs a breathing space by cutting the duty on beer.

What We Did

Amaranth was asked to explore four routes. We analysed each in terms of the implicit codes and narratives it contained.

The Result

This approach generated much deeper conversations and analysis of what the creative really meant to people. The campaign has been proved to be by far the most effective campaign ever run by the BBPA

The table below identifies the implied narratives in four creative routes: read from left to right for each route

Category Route Gov't Tax Pubs Drinkers Author Message Benefit
Disruptive Stuffy out of touch 'establishment' Provocation Swindle RIP, dingy urinals Working class angry male Radical disorganised amateur Rise up, rebel Cheaper beer for you
Long Live the local Neglectful Toxic, a poison Vital part of your and your nations life under threat The community, everyone (British) Small Landlords, backbone of the community Get involved in saving something precious Healthy, lively pubs for you to enjoy
Third's Absurd Thieves Outrageous Expensive scene of the crime Victims Big business, the Brewing industry Just say no Cheaper beer for you
The real cost of beer tax Economically inept and incompetent Hidden menace with major implications Part of the social and economic fabric in crisis Concerned citizens Statistical/Business body (CBI) Economic damge Cheaper beer for you, stronger economy

“Having worked with William I was confident that Amaranth Insight would be able to provide me with the clarity & direction I was looking for on quite a complex issue and a wide range of issues to explore and creative platforms to test. I was very happy with the clear insights & recommendations that William delivered, allowing me to identify the strongest creative platform with clarity on how to develop & strengthen it further.”

David Cunningham, British Beer and Pub Association