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The Role of Tartan in Advertising
Copyright (c) 2009 Anna Murray
The many positive qualities associated with scottishness have been used by various companies to bolster their brand.
For some are products, tartan is integral to the brand and for others it is but a passing fancy.
One of the best products featuring a guy in a kilt (in the Scott’s tartan no less) is Scott’s Porage Oats, Walkers shortbread also uses tartan as a key branding tool. Both brands associate themselves with positive feelings about Scotland and it’s traditions. The Scott’s Oats man wears a kilt while tosssing a Caber – this isn’t the sort of guy who you imagine breakfasting on a croissant – no these oats are for guys that don’t mess about, but who need good nutritional fare. tartan is prized for it’s links to heritage and simplier times gone by – so it is a good fit with this product.
Walkers shortbread have successfully positionaled themselves as a traditional biscuit, something that is make with natural ingredients – the biscuit itself is a traditional delicacy, and by association you can imagine it being made using natural ingredients, and being made by hand – these are implied qualities rather than stated attributes!). The tartan on the Walkers Biscuit Tins is Grant and the tartan on Walkers Oatcakes is the North Tyneside (Pipe Band) tartan – St Andrews tartan with a red line added. The product is also demonstrating it’s key hook – it’s Scottishness.
One of the oldest uses of tartan and advertising is Camp Coffee, the label had an old fashioned look and features a Gordon Highlander soldier in full highland dress. In 1942 to help the sale of War Bonds, Walt Disney designed the MacDuck tartan for old Scrooge MacDuck – Mickey’s Scottish uncle.
Global giants such as Coco-cola and Hello Kitty have also used tartan. It was a good way of a global brand connecting with a more regional, local feel. It says to consumers ‘we’re established enough to customise our brand’ – add additional interest without effecting the brand.
Japan’s most famous export, the iconic Hello Kitty was given a Scottish makeover in celebration of her 35th birthday. The pink “Hello Kitty Tartan” was created to mark the occasion and is on the official Register of Tartans.
A large number of brands have created their own tartans these include; Many companies have used companies from small Scottish enterprises to global brands like Coco-cola and American Express.
With the good feeling held towards Scots and Scotland as well the huge numbers of people around the world with Scottish ancestry, it’s not surprising the tartan has adorned and will continue to adorn a wide range of products.
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