Tourism New Zealand's decision to invite Kiwis to participate in the latest iteration of the 100% Pure positioning is brave, but history shows that handing the colouring pencils to the audience doesn't always go according to plan.

"It always seems a lovely idea: we ask the consumers to interact and co-create with us," says influential marketing professor Mark Ritson.

"But most marketing departments are happy, positive brand-loving places and about as far from the real world of cynical, marketing-hating consumers as you can get."


What usually happens, argues Ritson, is that the marketing team's expectations of an influx of


Big brands attracted to podcasts