London-based agency BETC has relaunched Cockburn’s (pronounced “co-burns”), the leading brand of port in the UK, with this outdoor campaign. Before you can describe how delicious the product is, you need to make sure people know how to pronounce the name correctly. Even though they’re the category leader, I have to imagine this was problem #1 on Cockburn’s list of goals.
Using a few different devices to remove the “ck,” BETC has created some memorable outdoor advertising for their client. The design nerd in me is obsessed with that subtly textured background. Click an image to see it up close. Kudos to them for not resorting to dirty jokes about the name.
[via Ads of the World]
