Advertising on TV has become insanely difficult with the advent of TIVO, DVR, etc.. as consumers are just breezing through the commercials to get to the next segment of “Real Housewives” or whatever else they may be watching. Agencies are now working harder than ever to make their clients ads better and funnier. We have to make sure we STOP consumers from the dreaded “fast forward” that we all love so much. This simple “break the cycle” campaign is SO obvious that I am frankly amazed no one thought of it before. JWT (the Kotex creative agency) gets props for finally delivering to women and consumers everywhere the obvious…tampon commercials are totally ridiculous! I am posting two cohesive campaigns…the first being my absolute favorite. Enjoy and let’s applaud this level of creative in advertising. Which is your favorite?

UbyKotex: So Obnoxious

UbyKotex: Reality Check (P.S. The irony here is that they actually use a shot of butterflies from one of their other commercials….I guess they are making fun of themselves!)

Okay… Not really. But as usual they did come through with (not surprisingly) a GREAT viral video what makes us all wish we had them. NIKE’s creative agency Wieden and Kennedy’s Tokyo office were at the helm of this global campaign and of course we applaud. Often we tell our clients the importance of video to create viral buzz with their brands and to help increase conversion. At the time of this post, this video has over 780,000 views. Now… I don’t have any conversion data but I am pretty sure they’ve gotten some solid brand recognition

Watch the whole video. Not only is it well directed and produced… it’s also VERY entertaining.

by Jonathan Marshall

The fragrance of hops and the lightness of froth, for the first time in a gloss. On Valentine’s Day – the gift for her that makes you happy too.

Advertising Agency JWT nailed this concept – “Shining lips, golden highlights and an irresistible taste. For a long-lasting effect- repeat application.

“In this advertising campaign, JWT uses the simple yet comical differences between men and women as the foundation concept for Heineken’s creative advertising. Another good example of this would be their “Walk-in Fridge” spot they made about a year ago, also included below.

Bottomline – according to Heineken, men and women have completely different priorities, and at their most basic of levels, they want different things – a walk-in fridge of Heineken instead of a walk-in closet, and a lip gloss (for their gf) that tastes like Heineken instead of a lip gloss like Pink Whisper or Midnight Mocha Boom…

by Jonathan Marshall

Headline:“Any drink worth making is worth making sure…”

Tagline: “Say Seagram’s and be SURE…”

Advertising

Creative advertising linking Seagram’s brands with the evolving consumer culture made an enormous contribution to Seagram’s success. Advertising campaigns associated Seagram products with modernity, upward mobility, and the good life. Advertisements and packaging promoted Seagram as a symbol of craftsmanship, tradition, prestige, and luxury. The emphasis on responsible drinking and an upscale life style has remained an important theme of company advertisements for many years. Beginning in the 1960s, many of the advertisements reflect attention to segmented markets.

Market Research

After the Second World War, Seagram began commissioning market research studies in order to strengthen its understanding of consumer preferences. This effort expanded after 1950 as the company realized that attitudes about consumption and life style influence brand choices.

Thousands of market surveys in the Seagram collection contain information on consumer attitudes towards beverage alcohol, food, and other consumer products. They also assess brand preferences and the impact of company advertising among different demographic and regional populations. These studies began in the 1950s and are strongest from the 1960s through the 1980s.

For more about the Seagram company, a background on their advertising agency, and information about Seagram similar to what I referenced above, please visit Seagrams-Credit.