He’s back, The GeenStijl brand the brand roast! It took a while, because after previous roasts, companies like G-Star and R Bull didn’t want to cooperate. Tesla was even afraid of fluctuations in their share price. But we found another one who is sporty enough to participate! The concept? We ‘roast’ a brand in the American way, but substantiat with desk research and research results that we get from our renew tool ProBAR 3.0. Things can get rough in a roast, where the Roastee, according to tradition, has the last word.
After NS , Blokker , McDonald’s , Coolblue and Kruidvat , this time we delv into the brand GeenStijl. No who? We often get that reaction, so for your idea: GeenStijl is a Dutch news and opinion website, known for its controversial content and sharp commentary that was found in 2003. For those who know it, that is. They have been around for 20 years, so time for a (farewell) party.
The brand reaches over 400,000 people daily and that can be call considerable. In their style, unfilter and straight to the point, we tell what we think of the brand and whether we see any opportunities.
The brand roast
For those who are not familiar with the phenomenon of a roast, watch this video . During a roast, an American celebrity is extensively and very rudely insult by other, usually friendly, celebrities . Humor is the main theme and if the person in question has been insult by everyone, the celebrity gets the last word. The chance to hit back mercilessly. We are now unleashing this concept on brands: the brand roast.
About GeenStijl
When we ask GeenStijl in a short conversation why they describe themselves as ‘Tendentious, unfound & nelessly hurtful’, they told us that their mission is to defend freom of speech and tackle hypocrisy. GeenStijl is prais for its independence and critical view of Dutch politics and society (we’ve heard that too). They are not afraid to break taboos and address topics that other mia would rather avoid. They do not pay attention to being politically correct and discuss list of maldives consumer email current events. The name says it all: they have no style. So what do they have? We delv into the world of GeenStijl for you.
Is GeenStijl really receiv as they would like to see themselves?
Because isn’t GeenStijl just something from the what is a sem campaign and how does it work in digital marketing? past? Something nostalgic, or better said, fad glory? We did desk research, spoke to ‘aob directory reaguurders’ and did an image study to see how the Netherlands views GeenStijl.
This research was conduct in April 2023 with our research tool ProBAR 3.0 among 203 Dutch people over the age of 18. They answer questions about the brand awareness of GeenStijl and the associations that respondents have with the brand, but also about the brand values of GeenStijl, the attitude and resonance of the brand bas on the Keller pyramid. Furthermore, the respondents answer questions about whether they would