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Showing posts with label Household Goods. Show all posts
Showing posts with label Household Goods. Show all posts
Thursday, October 1, 2009
Saturday, September 26, 2009
Differentiating in increasingly undifferentiated markets
In the increasingly cluttered world of branded packaged goods it is quite common for brand managers to say in frustration that a category has become commoditised and that there is absolutely no possibility of creating a sustainable functional brand differentiator.
But here are 2 examples which show that that need not be so.
As we all know the starting point for functional differentiation is to offer some product attribute that meets a consumer need. However, to expect research to discover any substantial unmet needs nowadays is often too ambitious - in fact much research on cluttered categories comes to no other real conclusion than that all the consumer needs is a better product at a lower price.
Hence it is more realistic to set out with the declared objective for your research to search for any insight on a new facet or extra dimension to a consumer need to help your brand stand apart.
To illustrate this, recent research conducted on the crowded toothpastes market revealed that consumers had no real unmet need - and that the only call from consumers was the old story that the benefit of brushing one's teeth should simply last longer.
More exploratory work on this theme led to the insight that consumers believed that toothpastes work best during the process of brushing and immediately afterwards - but that the benefit of the toothpaste vanishes immediately the user consumes the first morsel of food/drink thereafter.
This insight led to the creation of a "brush brush" audio mnemonic (i.e. the sound of brushing every time users in the ad opened their mouths ) that told the consumer that this toothpaste continues working for a full 12 hours regardless of whether the user is eating, drinking or sleeping. Evaluation of this as an ad concept revealed that consumers did indeed believe because of the "brush brush" mnemonic that the therapeutic effect of this brand of toothpaste continued working even after eating/drinking.
This produced one of the most memorable ad campaigns ever in the category - and subsequent brand tracking revealed high identification with this benefit, and an increased brand share.
Our second example comes from a category that you might expect would be an even greater challenge - the household insecticide market.
Advertising for mosquito coils typically talks of increased efficacy and lasting longer - and every brand in the market says the same things. However, a stray consumer comment in research, that smoke from the coil does not penetrate curtains (where mosquitoes are believed to hide) because the smoke loses its strength by the time it reaches the corners of the room, led to the development of an ad campaign that spoke about new properties in the smoke that took it to the furthest corners of the room and able to penetrate the thickest of curtains.
This attribute quickly became the acid test of efficacy for the category and single-minded communication on this property led to our brand being uniquely associated with it despite other brands trying to jump on the band wagon later.
Summing up :
• In many product categories these days all functional needs that were there to be discovered, have already been discovered
• Insights therefore are no longer so much about discovering new consumer needs...but about exploring well recognised needs to greater depths to uncover a hitherto unused facet or dimension.
This means:
• looking for a new dimension to the functional brand benefit
e.g. goes on working despite eating - as a new dimension to the works longer need;
e.g. penetrates curtains - as a new dimension to the efficacy need
• discovering an executional device like the "brush brush" mnemonic to express this new dimension of the brand benefit.
As seen by these 2 case studies the dimensions and the executional device were new - not the basic underlying consumer needs themselves.
When you have nothing new to say - as is the case in most cluttered branded packaged goods today - then say it differently. Scope for brand differentiation will rarely lie in addressing a new need, but more and more in presenting a solution to an old need from a new angle.
In other words in the world of brand differentiation today the 'How' has become more important than the 'What'.
But here are 2 examples which show that that need not be so.
As we all know the starting point for functional differentiation is to offer some product attribute that meets a consumer need. However, to expect research to discover any substantial unmet needs nowadays is often too ambitious - in fact much research on cluttered categories comes to no other real conclusion than that all the consumer needs is a better product at a lower price.
To illustrate this, recent research conducted on the crowded toothpastes market revealed that consumers had no real unmet need - and that the only call from consumers was the old story that the benefit of brushing one's teeth should simply last longer.
More exploratory work on this theme led to the insight that consumers believed that toothpastes work best during the process of brushing and immediately afterwards - but that the benefit of the toothpaste vanishes immediately the user consumes the first morsel of food/drink thereafter.
This insight led to the creation of a "brush brush" audio mnemonic (i.e. the sound of brushing every time users in the ad opened their mouths ) that told the consumer that this toothpaste continues working for a full 12 hours regardless of whether the user is eating, drinking or sleeping. Evaluation of this as an ad concept revealed that consumers did indeed believe because of the "brush brush" mnemonic that the therapeutic effect of this brand of toothpaste continued working even after eating/drinking.
This produced one of the most memorable ad campaigns ever in the category - and subsequent brand tracking revealed high identification with this benefit, and an increased brand share.
Our second example comes from a category that you might expect would be an even greater challenge - the household insecticide market.
Advertising for mosquito coils typically talks of increased efficacy and lasting longer - and every brand in the market says the same things. However, a stray consumer comment in research, that smoke from the coil does not penetrate curtains (where mosquitoes are believed to hide) because the smoke loses its strength by the time it reaches the corners of the room, led to the development of an ad campaign that spoke about new properties in the smoke that took it to the furthest corners of the room and able to penetrate the thickest of curtains.
This attribute quickly became the acid test of efficacy for the category and single-minded communication on this property led to our brand being uniquely associated with it despite other brands trying to jump on the band wagon later.
Summing up :
• In many product categories these days all functional needs that were there to be discovered, have already been discovered
• Insights therefore are no longer so much about discovering new consumer needs...but about exploring well recognised needs to greater depths to uncover a hitherto unused facet or dimension.
This means:
• looking for a new dimension to the functional brand benefit
e.g. goes on working despite eating - as a new dimension to the works longer need;
e.g. penetrates curtains - as a new dimension to the efficacy need
• discovering an executional device like the "brush brush" mnemonic to express this new dimension of the brand benefit.
As seen by these 2 case studies the dimensions and the executional device were new - not the basic underlying consumer needs themselves.
When you have nothing new to say - as is the case in most cluttered branded packaged goods today - then say it differently. Scope for brand differentiation will rarely lie in addressing a new need, but more and more in presenting a solution to an old need from a new angle.
In other words in the world of brand differentiation today the 'How' has become more important than the 'What'.
Monday, September 21, 2009
Tok & Stok :::Stok clearance
‘Sale’ signs are so ubiquitous these days that retailers often struggle to cut through the clutter and get their discount offers noticed. This was the problem facing Brazilian furniture retailer, Tok & Stok, and its solution was one of the most innovative poster campaigns of the past few years.
In Brazil, Tok & Stok has built up a reputation has a high-end furniture retailer. Its design style is minimalist, uncluttered and clean and this had to be reflected in its advertising campaign. It was also imperative that Tok & Stok drew a large crowd for the sale as it was its biggest of the year and the retailer had a new range of stock waiting to go on display.
The posters were designed to look like furniture and left in places that would surprise and amuse the public. Some were made to look like tables, some chairs; others were rolled up into a cone and attached to the walls of malls and give the impression of lampshades. Every poster was almost entirely white with a simple Tok & Stok logo and discount offer, relating to the item the poster was suppose to represent, in one corner.
The posters gained a lot of attention in Brazil and enhanced Tok & Stok’s reputation for sophisticated furniture solutions. The interest translated directly into sales with the retailer selling out of its discount stock in a matter of days.
BRAND: Tok Stok
BRAND OWNER: Tok & Stok
CATEGORY: Retail
REGION: Brazil
DATE: Aug 2009
AGENCY: DDB Brasil
MEDIA CHANNEL
Monday, September 14, 2009
Dulux :::Bright idea for paint brand
It’s quite difficult to get excited about paint – hence the English expression that describes a boring pastime as “Like watching paint dry”.
Brazilian paint brand Coral (known as Dulux in most parts of the world) wanted to promote its premium decoration line, “Decora” and encourage people to be experimental with the colour of their walls at home. Traditionally, paint brands sell small quantities of paint as colour samplers, so that people can apply small swatches on their walls to compare different potential colour schemes.
However, it is hard to envisage the effect of an entirely new wall colour from a foot-wide square patch of paint. Coral therefore created a range of light bulbs in Coral colours, which when illuminated and pointed towards a white wall would show people what their room would look like if painted in that colour. These were packaged up to look like mini paint tins and distributed and demonstrated in various shops.
"Here we see a humble promotional giveaway creating a really valuable consumer experience which truly highlights the benefits of the product in a way that doesn't require consumers to get their hands and clothes messy."
Wednesday, August 19, 2009
Clorox Pouches: Laundry done bright
Great illustration work, I totally got the message from the ad without reading body copy or noticing the logo.
Hats off to Advantage Marketing and Advertising,
Creative Director: Andy Spyrison
Art Director: Micheal Habib
Copywriters: Andy Spyrison, Sameh Turk
Photographer: Tarkek El Baradie
Senior Art Director: Ashraf Foda
Released: July 2009
Creative Director: Andy Spyrison
Art Director: Micheal Habib
Copywriters: Andy Spyrison, Sameh Turk
Photographer: Tarkek El Baradie
Senior Art Director: Ashraf Foda
Released: July 2009
Wednesday, August 12, 2009
Sedar::: the worst advert in the history of history. Ever.
This brand is famous with such practice
they do ads for the sake of ads......
no insights
no context...just Lebanese girls with boobs and large ass........
Monday, July 27, 2009
Mark Malkoff ( AirTran +Ikea) brand engagement cases
Ikea
live on an AirTran plan
Now that AirTran Airways has become the first major airline to outfit its entire fleet with WiFi, the airline and its longtime agency of record Cramer-Krasselt/Chicago are offering passengers a few do's and don't's. For example: Tip #134: The lavatory is not your personal conference room.
Internetiquette – A Guide to Keeping Everyone In-Line, While They’re Online – is a part of the humorous new marketing campaign focused on in-flight WiFi etiquette. And, who better to give the etiquette tutorial than the foremost authority on all things air travel: Peter Graves. Featured in three webisodes, Graves discusses the rules of surfing in the sky such as not auctioning fellow passengers' belongings and making sure photos in your online gallery are SFF (Suitable for Flights).
Internetiquette – A Guide to Keeping Everyone In-Line, While They’re Online – is a part of the humorous new marketing campaign focused on in-flight WiFi etiquette. And, who better to give the etiquette tutorial than the foremost authority on all things air travel: Peter Graves. Featured in three webisodes, Graves discusses the rules of surfing in the sky such as not auctioning fellow passengers' belongings and making sure photos in your online gallery are SFF (Suitable for Flights).
Friday, July 24, 2009
Glad to help
A city-wide garbage collector strike in Toronto has been in place for almost a month over protests about sick pay and benefits. This means that people in the city have been taking their rubbish to temporary dumping sites in parks and car parks. Residents have been asked to double bag their rubbish and collect recycling in clear plastic bags. Bin bag brand Glad saw an opportunity to help Torontonians.
Glad has donated 25,000 bin bags and clear recycling bags to the people. A Glad “Clean-up Crew” has been recruited to distribute the bags at various locations, with a list of times and places found at Gladtotherescue.com, along with news and maps. Glad will also hand out information about how to manage garbage during the strike and a coupon to redeem $1 off any Glad product.
The move was supported by full page ads in the Toronto Star and the Toronto Sun. Glad had done something similar in the aftermath of Hurricane Katrina in New Orleans, donating trash bags to the city as part of its "Glad to Help" scheme.
BRAND:Glad
BRAND OWNER:The Clorox Company
CATEGORY:Household Goods
REGION:Canada
DATE:Jul 2009 - Aug 2009
Agency:DDB
MEDIA CHANNEL
Magimix::: “Only The Strong Survive”
Magimix food mixer tag line, “Only The Strong Survive”.
Credits
The Magimix campaign was developed at Shalmor Avnon Amichay/Y&R Interactive Tel Aviv , with photographer Yoram Aschheim,
Wednesday, July 22, 2009
TEFAL - HEATS UP IN 3 SECONDS - 11/5/09 - 3 sec
*cannes radio shortlist 2009
Advertised brand: TEFAL BY NEWPAN
Advert title(s): HEATS UP IN 3 SECONDS
Advertising Agency: BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
Production Company: SOUNDHOUSE Tel Aviv, ISRAEL
Radio station or network:this ad first aired on: Regional Station -103 FM
Other Credits: VP Producer: Dorit Gvili -
producer: Odelia Nachmias
Published/Released/Aired (Month, Year): 10/5/09
Saturday, July 11, 2009
Clorox bleaches bad publicity
As the company responsible for inventing and marketing bleach, Clorox found itself facing the brunt of environmental campaigners' anger. For its new product, Green Works Natural Cleaner, to be successful, it would have to convince those same campaigners of its environmental credentials.
Green Works Natural Cleaner is 99% plant based giving Clorox the idea to reverse out a mural of plants and trees. It called on the services of Paul ‘Moose’ Curtis, a pioneer of the art form known as clean tagging, to design a mural. The 140 foot wall of San Francisco’s Broadway Tunnel, chosen because it is a high-traffic, dirty location, became Curtis’ canvas.
Award-winning documentary maker Doug Pray was commissioned to shoot a short film around the creation of the mural. Initially screened on YouTube to gain maximum exposure, a dedicated website was set up to show the documentary and give the public a behind the scenes look at the campaign.
In its first week, the documentary became YouTube’s number 1 featured video, receiving over 500,000 views. Overall, the campaign generated a media value of $2.1 Million and resulted in 7.5 Million media impressions, turning a negative perception of Clorox into a positive one. Within 6 months, Green Works had become the number 1 selling product in the natural cleaning category.
BRAND :Clorox
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