Field Theory by Hadyn Green

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Field Theory: Man Moments

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  • Ian Dalziel,

    Lad all over...
    I'm guessing there'll be some crossover advertising between H*ll P*zzas, M*a beer and L*nx the BO concealer... while trying to capture the market left behind after the Rapture...
    and hey that Geoff Ross bloke sounds like a real family man according to his wife:

    We spend date night on a Moa pub crawls - life becomes pretty business orientated when you both share a monstrous passion for the growth of your brands and for the teams involved in making that happen. Even the children are dragged in. Our version of shopping in London recently was a family competition. Geoff, myself, and the boys raced to find the Ecoya display in Harrods and then it was off to the food hall for a meeting to critique it.

    Christchurch • Since Dec 2006 • 7881 posts Report Reply

  • Jonathan King,

    Have these assholes even seen MAD MEN?

    Since Sep 2010 • 185 posts Report Reply

  • Tom Beard, in reply to Jonathan King,

    Have these assholes even seen MAD MEN?

    Evidently not, or at least not with a shred of insight. I mean, Darth Vader is an iconic character with unforgettable style, but it wouldn't be a good idea to base a marketing strategy on his values.

    Wellington • Since Nov 2006 • 1040 posts Report Reply

  • mark taslov, in reply to Tom Beard,

    I’d be quite partial to a marketing strategy based around a dysfunctional father seeking redemption ;)

    Te Ika-a-Māui • Since Mar 2008 • 2281 posts Report Reply

  • Tom Beard,

    Wasn't that one of the Anchor campaigns?

    Wellington • Since Nov 2006 • 1040 posts Report Reply

  • mark taslov,

    It certainly had some, following the messy divorce, bold stuff, let down only by the omission of light sabers.

    Te Ika-a-Māui • Since Mar 2008 • 2281 posts Report Reply

  • Russell Brown, in reply to slarty,

    And I know everyone’s going to get defensive of their position now. So go on, unleash the intellectual vitriol. I’ll check back in after a few days.

    Kicking off by making unflattering generalisations about the rest of the community doesn't usually work out too well, no.

    Auckland • Since Nov 2006 • 22743 posts Report Reply

  • Russell Brown, in reply to Tristan,

    I guess I’m having trouble getting worked up by this on the beer/ sexism scale this is pretty mild to what tui et al serves up every week and I don’t see PA posts on them.

    See, I’m way less annoyed by the Tui stuff than by Moa’s dumb branding. The Tui ads are amiable. What Moa keeps on doing just makes me think of some tosspot from Parnell trying too hard.

    Which is annoying, because I like the product, but I’m not going to validate the marketing by buying it.

    Auckland • Since Nov 2006 • 22743 posts Report Reply

  • TracyMac, in reply to Craig Ranapia,

    I buy scented candles AND craft beers. OMG. I would probably make the Moa marketing execs brains implode.

    Oh, well, they haven't seen my money since last year, so at least I won't be another customer fuzzying up the issue of lady parts + liking to drink decent beer.

    Canberra, West Island • Since Nov 2006 • 701 posts Report Reply

  • Kyle Matthews,

    See, I’m way less annoyed by the Tui stuff than by Moa’s dumb branding. The Tui ads are amiable. What Moa keeps on doing just makes me think of some tosspot from Parnell trying too hard.

    Tui's advertising campaign is... well it is what it is. No doubt it works for a lot of people. It is however sadly let down by the quality of the beer. Moa produce decent beer so it's disappointing that they're undermining that by being dicks.

    Since Nov 2006 • 6243 posts Report Reply

  • Craig Ranapia,

    And I know everyone’s going to get defensive of their position now. So go on, unleash the intellectual vitriol. I’ll check back in after a few days.

    Nah, I think watching this is a more agreeable use of my time. FFS, this guy can shoot a n ad campaign for a supermarket chain with more genuine erotic heat than these Moa numpties could ever conceive… ( WARNING: CONTAINS FULL FRONTAL NUDITY AND IMAGERY SOME MAY FIND OFFENSIVE )

    North Shore, Auckland • Since Nov 2006 • 12370 posts Report Reply

  • Lilith __, in reply to Russell Brown,

    I like the product, but I’m not going to validate the marketing by buying it.

    I am puzzled that Moa is opting for such a strong brand-image, when they could simply advertise that they make nice beer. Branding is important for products that have no major tangible points of difference. But well-made craft beer already has points of difference, which Moa is choosing to make nothing of.

    Dunedin • Since Jul 2010 • 3887 posts Report Reply

  • mark taslov, in reply to Lilith __,

    This is not an advertisement for beer, not marketed at the consumer. it's an advertisement for shares, the quality of the beer I guess has already been attested to a number of times on this thread. Words'll only take you so far there. And it's not a lot of shares, merely 12M at $1.25, and it's arguably easier to deal with shareholders when there's less of them and if they're on the same ideological page, that's a bonus, in this case the target being old school misogynist men's men who can afford to drive Aston Martins. These indefensible values are indicative of the wealthy of a certain generation. That is where the real money is.

    Te Ika-a-Māui • Since Mar 2008 • 2281 posts Report Reply

  • Seamus Harris,

    This place resembles an echo chamber at times.

    Auckland • Since May 2008 • 43 posts Report Reply

  • mark taslov,

    ...at times.

    Te Ika-a-Māui • Since Mar 2008 • 2281 posts Report Reply

  • Sacha, in reply to mark taslov,

    ..times

    Ak • Since May 2008 • 19667 posts Report Reply

  • Sam F,

    ..imes

    Auckland • Since Nov 2006 • 1609 posts Report Reply

  • Danielle,

    Smartarses.

    Charo World. Cuchi-cuchi!… • Since Nov 2006 • 3828 posts Report Reply

  • JacksonP, in reply to Danielle,

    It's like we're in Peking, man. Or mam.

    Auckland • Since Mar 2011 • 2448 posts Report Reply

  • Danielle, in reply to JacksonP,

    1 person likes this.

    Charo World. Cuchi-cuchi!… • Since Nov 2006 • 3828 posts Report Reply

  • Bart Janssen,

    What I find interesting is not the sexism, which is blatant obvious and awful, but rather the sheer low quality of the marketing that has been sold to Moa.

    It is almost certain that Moa paid a rather large amount of money for this prospectus. The level of fail delivered to them is astonishing. The attempt was to go for the overt sexist joke but unlike Tui there is no balance to the humour and hence the joke is not funny, merely offensive.

    That balance takes skill to achieve, expensive skill.

    As an advertisment for Moa shares it highlights the fact that Moa management are very poor at judging quality advertising and getting value for their marketing dollar. Since the beer industry is so very dependent on marketing that tells me that Moa is unlikely to be a successful company.

    In every way this prospectus demonstrates exactly why you should NOT invest in Moa.

    Auckland • Since Nov 2006 • 4449 posts Report Reply

  • WH,

    Moa is exploiting a perception of gender polarisation that I am not sure really exists. Men may share the occasional joke at women's expense, but I remember reading the Mere Male section of your "New Idea" magazine. And we have to put up with those ads where the idiot man can't wash his car/use the internet/tie his shoes. I try not to take them personally.*

    *Actually don't really give a shit.

    On the other hand. If some arsehole used my sister as an ashtray he'd be buying a ticket to a world of hurt. And he tried it with my daughter or my mother there might be not be anywhere safe for him to hide. I am not entirely kidding.

    I think that would go for a lot of men.

    There's an increasing awareness of the injustice of inequality, even if the endless arguments about the appropriate retirement age of female broadcastera don't make it something many people want to talk about very often.

    Since Nov 2006 • 782 posts Report Reply

  • Lucy Telfar Barnard,

    I realise the prospectus was intending to sell shares rather than beer, but:
    - people usually want to buy shares in products that sell well and have the potential to sell better.
    - I used to consider Moa an option when buying the other half beer at the supermarket. I was also quite partial to the Weka cider and perry, and would buy them at the supermarket too. They all just got crossed off the list. I don't know if I'm representative, but I live in hope that their sales will drop as a result of this marketing decision.
    - people usually want to have confidence that the management in companies they're buying shares in have good judgement in decision-making; the decision to run with this marketing strategy suggests that is not the case.

    I can only assume that Moa want a new target market, and are happy to abandon their previous market. I guess they'd see that as super-premium manly risk-taking. I just see it as being a bunch of sh*ts.

    Also, I find this new branding very odd if their intention is to be the "Kiwi" version of Fosters. Fosters advertising in the UK succeeded (in that its ads were at least slightly entertaining) because it played to UK stereotypes of Australia and Australians. If you watched a Fosters ad you knew immediately with which country the brand aimed to be identified. I don't see anything in the prospectus to indicate they've achieved the same thing with Moa. To do so, they'd need to piggy-back on existing successful (i.e. recognised overseas) New Zealand-associated imagery, e.g. 100% pure; adventure tourism; LoTR locations; earthquakes (sorry Christchurch); the All Blacks. Most of which has already been appropriated by Steinlager.

    And furthermore: The Fosters advertising I saw in the UK might have been blokey and based on male and female stereotypes, and from time to time made me roll my eyes, but I never found it as offensive as that prospectus.

    Wellington • Since Nov 2006 • 580 posts Report Reply

  • Ian Dalziel, in reply to Bart Janssen,

    Remembrance of things parsed...

    As an advertisment for Moa shares it highlights the fact that Moa management are very poor at judging quality advertising and getting value for their marketing dollar. Since the beer industry is so very dependent on marketing that tells me that Moa is unlikely to be a successful company.

    It seems many people don't think much about legacy issues, and like many current politicians, I think they are selling themselves, their country and culture short...

    By their actions will we remember them...
    (or not...)

    Christchurch • Since Dec 2006 • 7881 posts Report Reply

  • Sacha, in reply to Lucy Telfar Barnard,

    To do so, they'd need to piggy-back on existing successful (i.e. recognised overseas) New Zealand-associated imagery

    Which 42 Below did so well with their online viral clips. Maybe Mr Ross has lost his mojo?

    Ak • Since May 2008 • 19667 posts Report Reply

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