https://padlet.com/claire_dolman/3gaw8f32kwnw Keeping Curious...... en-us 2016-07-05 10:37:47 UTC 2025-11-23 12:56:26 UTC hello@padlet.com https://padlet-assets.s3.amazonaws.com/icons/File.png claire_dolman https://padlet.com/claire_dolman/3gaw8f32kwnw/wish/115945498 http://www.weirdfish.co.uk/macaroni
I think this advertisment for Weirdfish's 'Macaroni' fabric is a good example of effective innovation advertising. It is quite a discreet advert, so you'd have to be a customer or potential customer on the Weirdfish website to begin with - but then that adds to the idea that this is a distinct brand, a cut above the brands that are better known. The customer is discerning, and belongs to a select group.....the quiet design of the page and information, which is very wordy, suggests they are intelligent and possess a certain cultural capital. 
The headings - the origin, the recipe, the evolution, the ethics, the future - all too work to create an atmosphere that appeals to a certain consumer, and it's romantic appeal is heightened by an almost legendary tale of dusty ancient machines, discovered in an exotic Turkish workshop. 
This appears to me to be an effective way of marketing a pretty clever innovation - a distinct manufacturing process which produces a fabric which has good insulation and windproofing properties - to a consumer who is more interested in lifestyle factors than technological innovations and developments.]]> 2016-07-05 10:41:10 UTC https://padlet.com/claire_dolman/3gaw8f32kwnw/wish/115945498