At the beginning, it may have sound like a joke told at a wrong moment. A marketing stroke similar to the Mikado’s viral campaign (cf. Question of DNA, weekly note, 1st February). Although it wasn’t the case, the idea was not less disruptive. After make-up products proposed by Ladurée (delicatessen), here comes Carlsberg (beer) with […]

All brands are trying to build-up unexpected partnerships today. To be noticed in an highly competitive environment where a ‘simple’ presence in the media is not enough anymore. But also to assert their modernity. A modernity that sometimes is getting closer to a surrealist world where washing machines would be associated with umbrellas… How to […]