The Economist has changed their advertising capaign from the classic red background with white copy to an illustrated version. Interesting to see that no matter the colour and style change, the core of the brand stays the same and so does the brand distinctive voice.
“The success of the ‘white out of red’ campaign was based on the idea of feeling that you were a member of a club. This is an attempt to broaden the appeal of that club and engage with a new audience,” says AMV’s Paul Cohen, art director on the new campaign. “The Economist is not changing the magazine in any way but they do believe that there’s a new, perhaps younger, group who would be interested in it.”