Asymmetric Advertising, Part 2

A while back, I wrote about asymmetric advertising, or advertising in “media” where there are few, if any competing messages.  The idea is to reach potential customers in unexpected places, creating a captive audience.

On a flight to Atlanta recently, I saw a great example of “my” principle in action.  Vitamin Water was the sponsor of AirTran’s cocktail napkins, as seen in this picture.

What a great idea!  AirTran, a revenue-starved airline, gets a new stream of revenue.  Vitamin Water, a creatively marketed product, gets an opportunity to sell its wares to a receptive audience and build awareness.

Everyone wins.