While I do not know much about the match-industry, I imagine it’s in decline. In societies where easier solutions such as lighters are cheap, why use matches. The other day I had a marketing idea, and since I don’t know anyone in the match industry, I’ll just put the idea up here for grabs.
I think you can mass-market matches and give them a sexy image. First of all, you would use a slogan such as “[Brandname], the original matchmaker” to hook into the singles lifestyle trend, which is part of the greater megatrend of individualization. Then you capitalize on a huge opportunity that I feel has not been capitalized on properly (at least in Europe).
The smoking ban annoyed many, but it also created smoking areas inside or outside clubs. The social dynamics of smoking areas are great; it’s a new and easy way to meet people in bars or clubs. So for your commercial, you show pretty boy/guy and a pretty girl in such a smoking area and one of the two strikes a match… Insert cheesy catchphrase like “Every time a match is struck, a match is made. [Brandname], the original matchmaker.” One should position the match as genuine, fashionable, sexy, original, authentic, individualistic, determined… Let’s face it, typical plastic lighters are just boring.
You can also do a lot when it comes to product design. For instance, on the back of the pack there will be certain instructions (which will differ per pack… let’s say 15-20 different packs). The match will be split into two colours. For instance normal colour on the upper half and blue at the bottom half. When you light something and blow out the match, you break it in two with your match. The one that has the other person’s colour on their half of the broken match, will have to perform the instructions on the back of the pack.
For every one of these ideas, I have another 10 and I didn’t spend much time thinking about this yet.
I think it’s time the match reinvented itself. The next time I use a match, I would like it to be a match made in heaven.
😉
By the way, if anyone in the match industry reads this (I can’t imagine, but who knows)… I’m almost done graduating, so if you want to execute this get in touch with me and let’s work together and let’s turn your industry upside down.
Image shared under a CC license on Flickr by Svenneman.
