I love this poster promoting Happy Socks for Father’s Day. It mocks (in a good way) the Father’s Day tradition of the gift of a tie by using a sock as a tie. It makes the gift of socks relevant, funky even.
The Happy Socks marketing people have recast their products in a more relevant and engaging way and as a result should expect good Father’s Day sales.
We can make similar decisions in our newsagencies, casting products traditionally one way to appeal more widely as a result of a clever pitch. In our stationery, magazine and card departments we have products that lend themselves to visual merchandising pitches that are against tradition and therefore more likely to attract shopper attention.
These are moves we ought to make for ourselves, in our businesses to the needs of our local shoppers.