What’s the world coming to when a fig snack has an identity crisis? Is the Fig Newton a cookie, a fruit bar, or a mini fruit cake?
Nabisco has always seemed to do well with FN ad slogans, and yet upon closer inspection, they seem to have had multiple personality disorder.
Examples: In the 1980s: “A cookie is just a cookie, but a Newton is fruit and cake.” In 2006, the brand claimed that a Fig Newton contained more fruit than a Nutri-Grain bar. In 2007: “The cookie that thinks it is a fruit.” And yet, the packaging of Newtons state: “Fruit…
PBS has a new spot called “School Bus.” Part of their award-winning “Be More” brand campaign, “School Bus” is a very short story about a young boy’s extraordinary journey.
In only 70 seconds, the boy’s journey takes him first to the southernmost part of the earth, then to an moment in history, then to the Broadway stage, and finally into the solar system.
The purpose of the spot? It’s an invitation to experience PBS content.
“Be more” is supposed to illustrate how PBS helps you to explore new ideas and new worlds, and broaden personal horizons….all this fueled by compelling content offered exclusively…
Everyone’s talking about measurement of results these days, and “intent to buy” is considered an important way to measure a campaign’s success. That’s why a recent report by research firm Advertising Perceptions is noteworthy:
Cross-platform exposure to advertising results in higher intent to buy. Here’s what the study examined: beer, apparel, automotive, consumer electronics and toiletries.
**TV produced weak intent to buy on its own.
**If you add online ad exposure to print campaigns or TV, consumer intent to buy goes up.
**When two or more media were included, all of them showed lift.
**Intent to buy also goes up when brand names are thought of…
Recently Travelocity won a branding award for the Roaming Gnome campaign. Conducted by the Association of Travel Marketing Executives, these are the only results-driven marketing awards in the travel industry.
The strange, stiff little wizard-like creature became the spokesperson of Travelocity in January 2004. Ever since, he has been globetrotting, experiencing more adventures than I could ever hope to have.
The award means that Travelocity used breakthrough thinking, and that the campaign gained positive results.
Travelocity’s CMO commented that despite many critics disparaging a campaign based on a lawn ornament, the gnome “has become a pop culture celebrity and ambassador for getting out…
It’s amazing how a simple change can really spark your curiosity—enough to reach into your wallet. Take Bush’s Baked Beans, for example. Don’t get me wrong. I like baked beans as much as the next person. But I haven’t bought baked beans in a while, and I haven’t thought about buying baked beans in a while. Enter commercial for Bush’s Grillin’ Beans. This new twist on Baked Beans is supposed to “perfectly complement” grilled food. Now, I don’t know how different these new beans are, but it’s one more instance of adding a little twist to a familiar product–and then…
