Oxo Press article
12/08/2009

In our household there are two occasions when the family all get together. One is Sunday Dinner and the other is to watch X factor (some of us more willingly than others!).

Oxo’s sponsorship of this show is inspired. Families no longer all gather around the dining table on a regular basis, but in the winter they all gather round the telly to watch the X Factor. Just like Oxo, the X Factor brings the family together to laugh, cry and argue.

Oxo is a tiny product that packs a mighty punch (it used to be referred to in the business as the mighty atom and has always been a star performer with a personality much bigger than it’s physical presence). Let’s hope that someone very small wins the X-factor. Either that or someone really beefy (sorry).

My only slight worry is that the X Factor might have been superceded by Britain’s got Talent. The latter seems more real somehow and more attractive to the wider family than the X-Factor, which is much more popular with the kids than the adults; and it’s main sponsor – Dominos Pizza - isn’t even British!

Indeed I would go as far as to say that were they to swap places the two sponsors would have a closer match for their brands; Dominos is international in look and feel as is X-Factor. Oxo is a distillation of the broader British family. Good luck to them. Let’s hope that Oxo experiences the success that Domino’s has achieved in the last year.

Guy Douglass (MD, flb)

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