Innovation can take a really long time. Let’s think. It took almost 24 years for businesses in Lithuania to understand that taxi service has something to do with client service (huh, i wonder where did they get that idea from) and that processed cheese can be sold in resealable bags (i wonder how many years of research led to a realization that it gets stale if it is not in a sealed container)
This all started with a simple PR message in VZ.LT business news outlet that has reported in an understated way that LIETUVOS DRAUDIMAS (a leading insurance brand in Lithuania) has had a visual facelift. You can read it here. Well, everything seemed ok till the very moment I paid attention to the actual changes:
If you ever thought that pharmacy and sexual overtones don’t go together – you’re wrong again. The brief must have had this particular consumer insight – “women from 20 to 50 often fantasize about having sexual type of relations with their male pharmacists, who embody confident wickedness and everlasting charm”. It also states “based on proprietary research”.