Post by University of Amsterdam - Amsterdam Business School

🟠𝐎𝐫𝐚𝐧𝐠𝐞 𝐟𝐞𝐯𝐞𝐫 𝐢𝐬 𝐞𝐯𝐞𝐫𝐲𝐰𝐡𝐞𝐫𝐞, 𝐛𝐮𝐭 𝐧𝐨𝐭 𝐞𝐯𝐞𝐫𝐲 𝐛𝐫𝐚𝐧𝐝 𝐬𝐜𝐨𝐫𝐞𝐬 The city is turning orange. Supermarkets, streets, clothing, and of course: marketing campaigns. Beer brands, biscuit makers, liquorice producers, everyone is riding the wave of orange fever. But does it actually work, wonders Marketing Professor and Folia columnist Willemijn van Dolen. According to research on hundreds of consumer brands around major sporting and cultural events in the Netherlands: yes, on average it does. Price promotions during popular events generate more sales than the same promotions at ordinary times. Researchers call this the benefit of event association, the positive atmosphere of an event rubs off on the brands that are visibly part of it. But the orange feeling is no guarantee of success. The research shows that not every event works equally well, and not every product benefits equally. The category-event fit matters: beer and crisps with football is a logical and effective combination. Interestingly, products that don't fit at all can also stand out, precisely because of their unexpectedness. The real risk? The middle-of-the-road brands. Those that fit the event only slightly tend to disappear into the mass of orange marketing without standing out. With information overload at an all-time high, blending in is the worst outcome of all. Professor Willemijn van Dolen breaks down the science behind World Cup marketing and asks: which brands really score? ➡️ Read the full column here: https://edu.nl/hng9n