The column wide advertising tactic

Coming up with a great messaging is a sure shot way to make your ads memorable- think Patek Philippe.

But what if you don’t have the bucks to splash in ads?

Even worse- what if people don’t connect with your messaging.

One of the best ways to overcome this is through repetition.

Here are two brands that made repeatability an enjoyable process for the consumers.

Example- 1

I came across this while listening to a podcast, where Dave Dye interviews Evan Stark (print ads genius)

Evan was writing ads for a Danish wine, Bandour in the 1960s. He calls these “one column wide, 2 inches deep”, the ads were written in the ‘smallest’ ad space available.

Here are the ads he wrote.

Example-2

If you’re someone from India, you would know Amul ads. For others, the ads are commentary on domestic and international issues. They have done this since 1967, and have 4000+ ads to date.

Consistency can be a superpower. It’s the brand’s way of building atomic habits.