I’m not sure this has any branding value other than the fact that with the internet as a distribution channel, almost any idea can be produced and made available to a niche audience. Whether it’s the long tail, or purely marketing to a niche, no idea is necessarily a bad one.
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This spot from Tide first aired during the Super Bowl in 2008. I came across it again the other day and couldn’t help but laugh. Laundry detergent and stain removers are a low interest category but Tide uses a humor in a situation many folks can relate to. First impressions are very important and who wants a stain on their shirt in an interview. The video directs you to a site where you can share your embarrassing stain story.
Personally, I’d wear a black suit. Hides any stains much better. I’m off to buy a stain pen.
Is there hope for Palm? Palm recently announced the Treo Pro smartphone as the next evolution of it’s very popular Treo smartphone. Palm as been floundering of late and their brand has seen as old school and failing. The company was once the leader in PDA/Smartphone technology and innovation and basically launched the pda market.
Undoubtedly, the presidential campaign of Senator Obama has been a historic one. Besides the obvious, he has taken the Howard Dean political internet marketing model to the next level. These efforts include generating millions through small online donations and reaching a new generation of voters through social media. The recent buzz about his release of his VP choice via text message especially garnered my attention. I thought, “I want to be one of the people to receive the text.” Unfortunately, I am having one of those If-I-knew-then-what-I-know-now moments. Ever since I received the initial text, I have received no less than 10 e-mails…
Any brand worth its salt can produce a great promo or ad whose impression lasts a few years in the minds of its consumers. But a more telling example of greatness are the few brands that achieve an impression over several generations. That’s a brand worth not only its salt, but also its bologna.
In 1904, the entrepreneur-immigrant who was also a prescient marketer, Oscar F. Mayer, began branding his company’s meats to capitalize on their popularity. His was one of the first companies to volunteer for testing product purity in the US.
The first Oscar Mayer Wienermobile was created in 1936.…
EA Sports and Tiger Woods have created a little spot to promote the 2009 Tiger Woods golf game that appears to be in response to monitoring the social media space. The background story is that an avid gamer, Levinator25 posted on what he thought was a glitch/feature in the game that allowed Tiger Woods to walk on water to hit a golf shot. EA came across the post and responded with the following video with Tiger that is being used to promote the 2009 Tiger Woods Golf game.
The debate is still out on whether this was all orchestrated or if EA is actually…
This spot from Carlton Beer has been around for a while but I like they way the blatantly make fun of the “big ad” concept. The music and the visual quickly grab your attention and it’s like a train wreck that you can’t look away from, you want to see what’s going to happen. In the end, the call to action can’t be any more clear…have a drink! It’s nice to see a brand and an agency make fun of the medium and process in which they work.
Here’s the final entry in this mini-series of myths about Baby Boomers.
Tenth in the top ten myths: Boomers are retiring early
Much of the attention given to Boomers’ turning 62 this year is being eligible to take Social Security benefits early.
In reality, few plan to stop working entirely when they reach retirement age — only 11 percent.
Of those Boomers who know what they plan to do when they reach retirement age (some two-thirds), 72 percent plan to keep working, either part- (65 percent) or full-time (7 percent).
Whew. It makes me tired just thinking of all those years of working ahead of…
Preconceived notions about Baby Boomers are out there, but here at Beneath the Brand, you get to know the real Boomer through the Quarterly Boomer Report from AARP Services and Focalyst.
Ninth in the top ten myths: Boomers are downsizing their homes
Do you have an image of older consumers as “winding down” and simplifying their lives and homes as years progress?
I admit I did. However, it isn’t so.
Just 6 percent of Boomers plan to live in a smaller residence five years from now.
Moreover, 76 percent plan to live in either a same-sized (their current home or a new home of the…
Aside from David Letterman, most folks don’t like weather forecasters. Some say it’s because they’re the ones remembered for delivering bad news. But I think their brand suffers from the quality of information delivered.
Take this forecast for example. A recent eye-opening news article about Tropical Storm Gustav states: “Forecasters warned the storm may still become a dangerous hurricane in the Gulf of Mexico, with their models showing it most likely on track to hit anywhere from the Florida panhandle to Texas.”
So let me get this straight — a tropical storm in the Gulf of Mexico that’s heading north is “most likely”…
Eighth in the top ten myths: Most Boomers are married empty nesters
• Most are not Empty Nesters.
• Only about one in four Boomers fit the profile of married with adult children who have left home.
• 37 percent of Boomers still have children under 18 in the home.
• One-third of Boomers are single.
Christine Babick is a blogger at www.beneaththebrand.com. A marketing strategist and linguist, she specializes in marketing language, website text, “emo copy,” and cause and relationship marketing.
Ice has been used in a variety of ways for a variety of different for a variety of different companies when promoting their products.
Ice has been used out in the streets to promote products such McDonald’s iced coffee and most recently, Jupiler Blue. Does this big block of ice in the middle of the sidewalk grab your attention?
Or how about the use of Zamboni machines on ice at local sporting events. Check out the most recent use of Zamboni promotion by Schick. Do you get the silky smooth message from the use of ice in this promotion?
Another recent use of…
Seventh in the top ten myths: You can capture Boomers with mainstream advertising
Boomers pay attention to advertising, but they do not always like what they see.
Here, the key for the marketer is to find out exactly what is considered offensive to those 67 percent!
Source
Christine Babick is a blogger at www.beneaththebrand.com. A marketing strategist and linguist, she specializes in marketing language, website text, “emo copy,” and cause…
Sixth in the top ten myths: Boomers are brand loyal and will not switch
I have to say I fell prey to this myth. I thought the “stick-with-it-ness” of the tried-and-true brand/consumer marriage was held in high regard by Boomers.
I should have known there was hole in the story I…
Fifth in the top ten myths: Boomers are all wealthy
Collectively Boomers are the wealthiest generation in history, but only 9 percent are truly affluent (defined as having pre-tax incomes of $150,000 or more if working, or $100,000 or more if retired).
In fact, one quarter of Boomers have no savings or investments at all.
What does this mean in terms of preference for certain brands? Is this niche unlikely to choose luxury items?
Source
Christine Babick is a blogger at www.beneaththebrand.com. A marketing strategist and linguist, she specializes in marketing language, website text, “emo copy,” and cause and relationship marketing.
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In an earlier post, I discussed the type of marketing Team Obama and Team McCain had to engage in to 
court the voting public. Obviously picking VPs that balance their potential negatives and paint a picture that voters can relate. And as Team Obama picks Joe Biden (older, white guy with gray hair and experience as we would expect) and Time magazine reports McCain will pick Mitt Romney (younger, younger-looking guy with an appearance of vigor) we as marketers are firsthand witnesses to ’Diversity Marketing: DC Style’. And as we have seen marketers increasingly utilize more ‘diverse’ actors and models in the mass market to…
As I started to to get dressed this morning, I realized I needed a new deoderant, so I unwrapped the two-
pack of Dove I bought a few days ago. I popped off the top to one of the containers, twisted the bottom a couple of times, freeing the little plastic protector that covers the deoderant block. Then I saw it–pressed into the deoderant was the Dove logo. I paused and thought to myself–how cool is that? As you can see, it left a lasting impression on me–no pun intended (okay, maybe a little pun intended).
Kristie Lorette is a freelance copywriter…
Elevator advertising has gotten very creative over the last few years. Check out the following three companies that are making elevator doors one of the most
creative and unique advertising mediums today.
1.) Accor
To show their support and sponsorship for the Olympic games, Accor used the play on the relay race to make their elevator doors extra special.
2.)The Insides.
To celebrate the opening of the second BodyWorlds exhibit at the Great Lakes Science Center in Cleveland this elevator doors were used to show the best part of the exhibit!
3.) Scary Movie?
At first glance this elevator door promotion looks like something for a scary…
A report that came out in April can help us to separate fact from fiction when it comes to Boomers.Third Quarterly Boomer Report from AARP Services and Focalyst, titled “How Well Do You Know Boomers? Counting Down the Top 10 Boomer Myths.”
Fourth in the top ten myths: Boomers are winding down with age
They are quite active. The typical Boomer regularly participates in an average of 10 activities — and participation extends beyond going to church or gardening. They travel (60 million took at least one trip last year), attend live sporting events (22 million) and bicycle (11 million), among other…
It seems not a day goes by that the Obama campaign has something to say about someone or something that’s really not news. In a recent breaking story, Obama has announced to the press that he’s chosen a 
running mate. BUT, he’s not telling. Instead, he’s going to be texting the chosen ones before an official announcement is made.
Earlier this month, Obama’s camp was complaining about not being able to advertise at gas stations and accusing McCain of being part of this ploy. Nevermind that Gas Station TV has a policy of not accepting ANY political advertising, not even McCain’s.
This tactic…
