September 9, 2022
September 9, 2022 Admin

Breaking News: Robbie Williams appearance at the 528 Ibiza resort designed by IDEAS.

Sex, drugs, rock’n’roll and chocolate

Welcome to the World of Persuasion: Exploring Personal and Professional Motivators in Brand Marketing!

In the competitive landscape of brand marketing, understanding what motivates consumers is paramount to crafting compelling offers that resonate deeply. Personal and professional motivators play a pivotal role in influencing decision-making processes, and skilled marketers leverage these motivators to their advantage. Join us on an exploration of four captivating motivators – sex, drugs, rock & roll, and chocolate – and discover how they can be skillfully framed to create irresistible marketing offers. We’ll touch on the psychology behind these motivators, as a potential means of captivating audiences and forging lasting brand connections.

The Allure of  Sex, Drugs, Rock’n’roll and Chocolate in Marketing

Appealing to Desire: Such things have long been utilised in marketing as powerful motivators. Thier allure lies in thier ability to tap into the innate human desire for intimacy and pleasure. When appropriately framed, such universal imagery can evoke emotions, sparking interest and capturing attention like no other motivator.

Building Associations: Smart marketers carefully connect their products or services with sensuality or attractiveness for example, creating positive emotional associations that linger in consumers’ minds. However, a delicate balance must be struck to avoid crossing boundaries and appearing offensive.

Staying Relevant and Appropriate: Understanding the target audience, cultural norms, and the context in which the offer is presented is crucial. When employed thoughtfully, the allure of business and personal motivators can add a touch of excitement to marketing campaigns, driving engagement and increasing brand recall.

Case Study: 528 Ibiza

Late 2020, 528 Ibiza was no more than a long-since abandoned zoo in the Benimussa Hills, bursting with potential, waiting to be revealed.
A design director who could bring experience in music, theatre and interior industries made Don Jack the obvious choice of creative lead on the project.
A shared vision to develop a theatre/gardens/club resort on the site at pace led to a two-year continuous programme of brand, product, communication and environmental design development led by IDEAS.

528 was to become the brand, venue and show Ibiza had been waiting for.
The Frequency of Love is a cabaret spectacular, an immersive journey through the story of Ibiza.
A cast of extraordinary dancers, acrobats, performers, aerialists and musicians breathe new life, energy, and passion into the history and mythology of the White Isle, from the Goddess Tanit, a symbol of sexuality to the decadent club culture of today.


The IDEAS brand development document provides a vision of a potential future, and with that, like magic, the prospect of success more attainable. It’s more than a masterplan reference document.  The brand development document engenders confidence and enthusiasm from all interested parties, from local planning officials to investors, management teams and performers alike.

In the movie Field of Dreams they say ‘If you build it, they will come’. For good measure, we added targeted carefully honed, advertising media.

528 Ibiza has quickly become (some say) the foremost visitor destination on the island, attracting film and TV stars, models and well-healed discerning customers.
As a measure of success summer of 2022 saw none other than Robbie Williams perform on the main stage holding the front pages and breaking the internet.

later this year, for the same client, we take on the rebranding of PIKES Ibiza, where Lewis Capaldi (famous for over 10 billion streams worldwide) has just finished filming his new single promo, an incredible shot-for-shot homage to ‘Club Tropicana’ by Wham!.

See examples of our brand development:

Rock ‘n’ roll
and Chocolate.

Contact IDEAS®: Email:
Address: IDEAS®, Redding House, Donaldson Road, Redding FK2 9TQ, Scotland
Phone: +44 (0)1324 716827