Piotr Jakubowski – Mind over Marketing


Dawn – Effective Cause Marketing

So by now everyone has heard of what is going on in the Gulf of Mexico.

BP. Oil. Craziness.

Interestingly enough, Dawn dish soap has previously foraged into responsible marketing in the form of promoting the fact that its dish soap is used to clean off some of the wildlife that has been affected by oil. Dawn would donate money from every bottle purchased to help a cause – the classic concept that has already been championed by brands like Toms and GAP.

So here’s some questions to ask – is cause marketing another attempt to try and build brand equity? Maybe. Are companies jumping on the bandwagon simply to be another me-too? Definitely. Does it always work? Not really.

In this case, however, the campaign works wonders.

Is this spot brilliant? Maybe.

Heartbreaker? Definitely.

Rather than simply slapping on a cause such as supporting Susan G. Komen or Livestrong, the marketers at Dawn had actively chosen to support a cause which utilized their product as well.

Given the turn of events that have happened recently, it would be interesting to see how Dawn sales have been affected.

Now before you say anything, the discussion isn’t centered around exploiting a natural disaster – but using it to educate consumers that Dawn is a responsible brand. Great way to build equity. And with the whole situation in the Gulf, consumers will now be able to associate Dawn with the cleanup effort – that the brand they bought has helped clean the slick.

Will people think twice in the dish soap aisle? You bet.

Let’s just hope that the dawnsaveswildlife.com cause can last for longer than the $500,000 that is the ceiling of the campaign.

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The New Sprint – A Great Rebrand
April 20, 2009, 10:00 am
Filed under: advertising, branding | Tags: , , , , , , , , ,

In the race to the top of the big carriers we’ve seen a variety of different campaigns – the funny family share spots from T-Mobile, the massive platoon of people in the Verizon commercials and the bars from AT&T. For the past few years Sprint, the third largest network in the United States, hasn’t really created advertising that has stuck in the minds of the consumers. In the past few months the company released its flashlight graffiti spots which were well executed, as well as the black and white ads with the CEO – although these weren’t as powerful as they could’ve been.
 

 

Recently, the company began its venture into 4G (didn’t we just start covering 3G?) and with this, we’ve seen a rollout of new spots to promote the service. The new spots are full of information, are animated, relevant and most of all, memorable.
 

 

The statistics approach provides two avenues of entertainment for the audience. First of all, it includes information that is relevant to the fast data network the company provides, while keeping it interesting. Secondly, the tongue-in-cheek nature of the statistics that are shown brings the spot down to a personal level. Don’t you feel bad for one of the 84 people who were dumped by text message?
 

 

Great new work from one of the leaders in wireless technology – let’s hope the product fulfills the expectations.



BMW vs Audi – Checkmate
April 16, 2009, 6:00 am
Filed under: advertising, marketing | Tags: , , , ,

Many of you have probably seen this floating around the Internet in the last few days, but I felt the need to post it here and show it again.

With the way techonology’s been advancing the last few years, people have turned away from some of the more traditional forms of advertising – billboards, radio etc.

Audi and BMW in Santa Monica took it up a notch in this butting of heads  on neighboring billboards. Brilliant.

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Identity Crisis: HiJacking The Brand Twitter Style

New contribution to Respinning The Web:

 

Identity theft has been threatening society for years, and now this battle has become an issue for brands on the internet.

A few weeks ago I was following two different characters on Twitter – TheBKLounge and CWalken. The way both accounts were set up, followers were lead to believe that The Burger King and Christopher Walken were on the other end of the wire. Both accounts were, however, revealed to be false and the owners fessed up to their exploits (Caleb Kramer even wrote a post about it).

 

Read more here!



JetBlue – The CEO’s Guide to Jetting
March 27, 2009, 10:00 am
Filed under: advertising, marketing | Tags: , , , , , , ,

The fallout from the economic downturn/recession has affected everyone. People are turning to cheaper products, buying less and saving more. Those at the top of the biggest companies are also feeling the pain – smaller bonuses, more work and less pay (relative to the fat checks of the not-so-distant past).

In an effort to add a little humor to the situation, and to possibly scoop up some new customers, JetBlue has launched a new campaign on the aptly named WelcomeBigWigs.com. Comprising of a collection of three videos that poke fun at those bigshot CEOs, the campaign humorously explains the steps of flying with the “regular people”.

ceo
In a time where people are trying to clamp down on spending, JetBlue’s tongue in cheek approach to the campaign brings attention back to the fact that it is one of the nation’s best low-cost airlines. The idea and execution of the campaign are both brilliant. JetBlue’s quirky brand is what provides its creatives with such firepower – I can’t imagine American or United attempting to go down the same track (oh yeah, they don’t have free snacks and DirectTV either).

Finally, with this handy video guide the CEOs will know what to do when taking that cross country flight with the “regulars”.

Check out Welcome Big Wigs, and let me know what you think!



The Good, The Bad and The Ugly #8
March 25, 2009, 9:40 pm
Filed under: advertising, marketing | Tags: , , , , , , ,

The Good – Microsoft “Kylie”


One of the most recalled commercials so far in 2009 (Crispin had 2 or 3 of them in the top 10) this endearing spot is heartwarming and informative. Crispin is rebranding Microsoft not as the direct competitor to Apple, who have cornered the teen/college market, but as the easy to use family personal computer. Taking a step away from those terrible spots with Gates and Seinfeld, they’ve put together something that is both cute and brilliant at the same time. Bonus points to Crispin – not that they need any more.

 

The Bad – Comcast “Slowskys”


Definitely not as creative as the last batch of commercials coming from the cable provider, this spot is extremely literal. How do we represent slow? Choose the turtle. What do we have him do? Something fast. Oh yes, and he’s dreaming while waiting for something to load. Simple formula, which is why the spot gets is bad. Too simple. It gets old extremely quickly, and the extremely literal references don’t do the service any justice. Instead of making these cheesy spots I suggest two things. 1. Be a little more creative. 2. Actually work on your customer service.

 

The Ugly – Joe’s Crab Shack “Take your top off”


Oh yes, the crème de la crème of cheese. Seeing this spot a few weeks ago was quite disturbing. Not in a disgusting sense, but disturbing in the fact that Joe’s Crab Shack, a family chain, is alluding to “taking the top off”. Not only is the middle school humor inappropriate for the target audience (some parents may be turned off by this), but for the audience it is targeting (upper teens – lower 20’s) it is just lame, cheesy and actually not funny at all. Another example of a creative team that tried too hard to be “cool” and missed the goal altogether.

 

What do you think?



You’ve Got The Power
March 2, 2009, 10:30 am
Filed under: advertising, marketing | Tags: , , , , ,

tropicanaQuite often consumers today feel that companies are pushing their products onto them incessantly. The internet was essentially a refuge from the millions of advertising images seen each day, something that is no longer the case. One thing that the consumer really under-estimates is their true power in the equation of the brand.

Pepsi’s recent rebranding campaign brought mixed reviews from its customers – some agreeing with the changes, while others not agreeing with them at all. Having “refreshed” the packaging for its entire line of sodas, juices and Gatorade, Pepsi had seemingly stepped on hallowed ground with its brand.

Last week, Peter Arnell, CEO of Arnell Group – the company in charge of the rebranding, announced that the Tropicana juice packaging would return to its former design after much scrutiny and complaints from the consumer.

The new design, a glass of juice, focuses on the contents of the box. It is crisp and clean (I actually like it), and the cap is made to look like an orange. Arnell mentioned that the “squeezing” of the cap is to induce images of squeezing the orange. It seems that this overanalyzes people’s fascination with orange juice – there aren’t too many people in the world who are capable of squeezing oranges with just two fingers. This tactile branding attempt might have also been a little better accepted had people actually squeezed fresh orange juice for themselves in the past. Though vehemently defended by Arnell and his group (they were paid big bucks for this), the change was still made.

Customers, yearned for the old design. The image of the orange with the straw, a refreshing package design that may not be as chic and trendy, poses a message that hits home – Tropicana Juice is so natural it is like placing a straw in an orange. And in the consumer’s eyes, this knocked the static image of the glass with juice out of the water. The fresh orange beat the refreshed orange juice.

Plenty of situations like this have happened in the past, and failed rebranding, particulary with old, historical brands, will continue to occur in the future. New Coke of the 90’s, anyone?