Wrenching the lid off yet another late night takeaway last night, I
was appalled to be subject to Mr Tax Man advising me ’Don’t get stuffed
by Self Assessment’.
However, my initial trauma at seeing the dreaded ’T’ word was shortly
replaced with amusement when I thought about how cleverly placed the
message was.
Sufferers of the self assessment nightmare are usually the self-employed
or company directors, who have to work considerably long hours to make
the job pay. Through lack of time they are not as exposed to TV or media
like PAYE subjects, so an invasive method such as this is excellent.
The concept came from Spiral Packs, a manufacturer of take-away food
container lids, as a way of adding value to their product. It has been
accepted by retailers and ad agencies alike because of its novelty
value.
Wholesalers are incentivised by the price, retailers benefit from the
interest generated among customers and advertisers benefit by targeting
consumers with disposable incomes - those most likely to buy
takeaways.
Research has shown that over half of the five million people consuming
Chinese and Indian take-away food each week fall into the top half of
the socio-economic groupings. They are also aged between 25 and 44.
Advertisers wishing to reach this audience are EMI Records, Levi’s and
TV companies - Channel 4 advertised its Friday night comedy show line-up
on one lid.
Greater Glasgow Health Board promoted a fire safety at home campaign
using Adlids. They believed there was an increased risk of
cigarette-caused fires when people had been drinking alcohol and were
likely to fall asleep on the sofa. An effective way of getting their
message across was to print it on take-away packs.
Given the medium’s suitability for instant suggestion - I wonder if
Mates have heard of it? Or Carlsberg? Probably.
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