Paula The Cow Gets Branded
I was fortunate enough to be in the Metro Centre this weekend. For the uninitiated, this is one of those shopping malls which in many respects is like every other shopping mall in the country. The interesting thing about it this weekend though, was that Paula The Cow was there.
Paula the Cow was a man (or possibly woman) dressed up in a cow suit, along with some bloke dressed up as Farmer Peter, with thick round glasses and a pipe. This was a branding exercise to go with the launch of a new Dr. Oetker product for some sort of mousse type of thing with vanilla and chocolate flavours…
Paula is a cow who does more than just moo
she makes a tasty treat that has cool splodges tooPaula’s Theme Song
Paula already has a website, which relies very much on Flash — there doesn’t seem to be an HTML version so far as I can see — but the interesting thing for me was trying to determine how the whole thing came about.
I spoke to one of Paula’s farmyard assistants about the branding exercise and it was quite interesting to see how Paula the Cow had come about. The whole ‘Paula the cow’, the associated tour, the theme song and so on was part of a pitch that the brand agency had made to Dr. Oetker. Unfortunately, the person I was speaking to then actually had to go and do some proper work, because I was left with one unanswered question…
If the whole Paula the Cow thing was a branding pitch, then how did the Paula ‘splodge’ dessert come about? The splodge pattern looks vaguely like cow markings, so what I was wondering is whether Dr. Oetker already had the ‘splodginess’ in the original desserts and this inspired the appropriate branding pitch, or whether Dr. Oetker were simply looking to market chocolate and vanilla desserts, and the ‘splodges’ and the like was part of the original pitch?
Obviously, the things which are interesting to me aren’t just the initial branding, but how they have used the internet and social media to launch Paula (I already had an interest of course, but now with the launch of TPis I’m looking into these sorts of things in more detail!). There are already a frightening number of facebook groups set up which relate to Paula the Cow — from the Paula the Cow appreciation society, filed under “Religion and Spirituality”, no less, through to I hate Dr. Oetker and that shitty Paula the Cow advert.
However, what’s surprising is that I can’t find any which are official: all the ones I’ve seen seem to have been set up by people either for or against the product, none of whom have given what I have seen as the contact email for Paula from her site. In today’s internet led world, it seems a surprise that Paula’s not yet got an official Facebook presence nor a twitter account, which is surely necessary to get the viral success that Alexandr Orlov, the erm… meerkat behind the “Compare the Meerkat” campaign had: after all, he’s not just got the website, he’s got the official Facebook thingy and even a twitter account.
Another reason for Paula wanting a Facebook presence of course is that without one — and if it wasn’t for people like me blogging about this kind of thing — Dr. Oetker might end up completely unaware of the negative publicity being generated by the anti-Paula Facebook groups out there. You simply cannot afford to ignore social networks…
So come on Paula, pull your … hoof … out, let’s get to grips with this social media thing, eh?
However, to give appropriate credit to Paula and Dr. Oetker, my kids tried one of the free desserts and they seemed to like them (the ‘vanilla one with chocolate splodges’ being preferred to the one the other way round), so they’ve succeeded in one of the key points at least — because if the dessert was unpleasant, all the social media hype in the world wouldn’t get you repeat business.
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» Paula The Cow Gets Branded
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September 3rd, 2012 at 2:11 am
My experience with Paula White is noitnhg short of exceptional!! Out of five stars, Paula is a 10! My attempt in purchasing a house was not the norm and came with some speed bumps (no fault of ours). Paula took the reigns handling everything, guiding me the entire time, continually communicating with me as to what was happening and what was to be expected next. Paula absolutely took the stress out of the experience and found me the perfect home. I’ll add that Paula also referred me to a wonder banker/loan officer who was as equally exceptional. What else can I say other than Paula is definitely NOT your average Realtor, she cares and she does what ever it takes to get it done. I highly recommend her, you won’t be sorry! Paula, what a joy to work with you, not only did I have a business relationship with you, more importantly, I made a new (good) friend. Thank you so much for everything you did for me you made this purchase happen!
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