Nunca digas... nunca

A cadeia Body Shop deverá apostar em publicidade pela primeira vez em 30 anos de história da marca. De acordo com a Campaign, a empresa britânica está já à procura de agência. Com lojas em vários países, incluindo Portugal, a Body Shop foi criada por Anita Roddick, para vender produtos criados pela própria empresa e produzidos sem recorrer a testes em animais ou ao desrespeito pelo meio ambiente (Notícia meios & Publicidade)

Mas há mais umas curiosidades para saber, porque afinal parece que a body shop já fez publicidade.

The Body Shop International is well known for its adamant refusal to advertise its products. Less well known is the story of the one advertisement it did run, back in the early days of the company, when it was struggling to make ends meet by offering certain services in addition to its line of natural cosmetics. Noting that ear piercing seemed to be a bigger draw than cosmetics, Body Shop cofounder Gordon Roddick placed an ad in a local newspaper offering "Ear Piercing While You Wait." Thereafter Anita Roddick took over the marketing, and The Body Shop stopped advertising. (Notícia de Aqui)

Aqui, Ries explica porque a publicidade é importante

Backing up his point, Ries turned to the Body Shop. "The Body Shop initially became a worldwide brand with no advertising because [Body Shop founder] Anita Roddick didn't believe in it. And they just fired her. Why did they fire her? Well sales are down. Body Shop has needed advertising for the last decade. Not to get into new ideas. But to reinforce their existing niche for cosmetics. They should have been hammering that idea for the last ten years. That's the issue—you launch it with PR but then you maintain it with advertising when you run out of PR potential."