Gone are the days when marketing communication was about pitching strategically thought out product benefits in witty consumer-speak and well-crafted visuals. I can hear marketers breathe a collective sigh of relief at its demise. Because, clearly, its replacement, the cause marketing campaign is an easier beast to tame, right?
The year began with a spot of drama. Everyone’s favorite Irvins Salted Egg Chips had committed a boo-boo: a dead lizard was found in a packet of their fish skin snack packet.