Check out these two videos for Quattro for Women, with the bikini area trimmer. The first one is pretty much how you'd think they would introduce the new product. I
t's about 90 seconds long so I am guessing they trimmed it down for a TV spot are using the longer form on their website. The second....well, it's not what I would have expected.
One is incredibly safe...the other, not so much. But, which one do you think will actually sell more razors?
'Mow the Lawn'
Created by JWT New York to build awareness and drive trial for the new Wilkinson Sword Quattro for Women Bikini
Gillette Survey: How Do You Like It Shaved?
Axe girls cleaning the balls
Extreme. Entertaining. Roguishly symbolic, and its Axe.
|
|---|
Showing posts with label Toiletries/ Cosmetics. Show all posts
Showing posts with label Toiletries/ Cosmetics. Show all posts
Saturday, July 17, 2010
Saturday, May 8, 2010
Axe|Sofaurus
"Because as soon as you stop thinking about football, you start think about woman again.
Axe Play 2010."
Advertising Agency: Ponce, Buenos Aires, Argentina
Creative Director: Ricardo Armentano; Joaquin Cubria; Analia Rios
Creative: Juan Pablo Lufrano; Norberto Vatrano
Director: Armando Bo
Production: Rebolucion
Producer: Mariano Avellaneda; Axel G Linari
Director of Photography: Cristian Cottet
Post Production: Pickle
Editor: Gustavo Macri; Patricio Pena
Music: Animal Music
Friday, May 7, 2010
Axe Play: Sofaurus
Advertising Agency: Ponce, Buenos Aires, Argentina
Creative Director: Ricardo Armentano; Joaquin Cubria; Analia Rios
Creative: Juan Pablo Lufrano; Norberto Vatrano
Director: Armando Bo
Production: Rebolucion
Producer: Mariano Avellaneda; Axel G Linari
Director of Photography: Cristian Cottet
Post Production: Pickle
Editor: Gustavo Macri; Patricio Pena
Music: Animal Music
Thursday, April 22, 2010
Only The Brave: Iron Man Limited Edition
Make-up emergency? Rimmel to the rescue
The fact that 40% of visitors to the mobile site downloaded content shows how well Rimmel understands its consumers. This campaign was shortlisted in the Best Use of Mobile Category at the Festival of Media Awards. Find out if it wins on 20 April or vote for it on the People’s Award voting site.
BRAND:
Rimmel
BRAND OWNER:
Coty Inc.
CATEGORY:
Toiletries/Cosmetics
REGION:
United Kingdom
DATE:
2009
AGENCY:
OMD
MEDIA CHANNEL:
Digital,Mobile,Online
Rimmel was coming under increasing pressure from competitors and losing its market share. Ad spend was down and share of voice was at only 60% of the nearest competitor. Given product innovation is pretty standard across the big make-up brands, the only differentiating factor left to Rimmel was to foster brand loyalty. Applying make-up is an intimate act and building trust between brand and consumer is paramount.
Girls have an insatiable thirst for tips and advice when it comes to make-up. Focus group research and interviews with leading editors of girl's magazines revealed that despite this appetite for makeup knowledge, many young girls don't feel confident about applying make-up.
In the UK, 95% of young girls own a mobile phone. They are in constant communication with their friends, with 77% of girls sending at least one SMS message to one of their friends every day. As a component of a young woman's bag, the mobile is as important as her purse or lipstick. Rimmel's idea was to turn a girl's mobile into her makeup mate: a knowledgeable friend always on hand to inspire and give great practical advice on how to make great looks happen for them.
Specifically designed for mobile, the Rimmel hub housed a wealth of information on how to achieve a look, what products to use, tips and advice and specific Rimmel content. This would be a tool young women could use at any time, wherever they were. The hub was regularly updated with new product information and videos. The videos featured celebrity looks and were demonstrated by resident celebrity make-up artist Liz Pugh. Users could text in their questions, which Liz answered for them. Extra features on the hub included branded wallpapers, sample requests, videos of the ads, and product info.
Apple apps might dominate the category but being a youth brand, Rimmel specifically targeted the cheaper, more ubiquitous handsets, used by its market. Nearly half of Rimmel's market were on pay as you go, rather than monthly tariffs, which made downloading expensive. Free-to-download blue tooth technology in malls and cinemas solved this issue.
Of all the girls who came to the site over 40% downloaded a piece of content. In total there were 145,000 downloads. More important to Rimmel is the creation of a new generation of brand evangelists who now intimately trust the brand.
Monday, February 15, 2010
Gillette|Uncut
Gillette goes for rock'n'roll imagery in latest celebrity fronted campaign.
Possibly in a move to counteract recent scandals involving members of their usual stable of clean-cut celebrity spokesmen, Gillette target the under 30s male grooming market with a series of music films featuring artists from the worlds of rock, punk and hip-hop.
Building on the idea that a man's grooming routine helps prepare him to take on the world and face any challenges with confidence, the campaign draws analogy with the preparations made by rock stars before they perform in front of an audience. Steve Fund, director of global marketing, promises that the films will “show a side of the artist that's rarely, if ever, seen – going backstage to show how they prepare, including styling and grooming, and the moments of doubt they experience before taking the stage.”
Greenlight Media & Marketing engaged the services of renowned photographer Danny Clinch, former protégé of Annie Leibovitz and a prolific director of live concert films. Clinch's short film, and the affiliated print campaign, features the All American Rejects, will.I.am of the Black Eyed Peas, Tim McGraw and Mark Hoppus from Blink-182 in their pre-show rituals. After a premiere in L.A, the campaign is set to air on the Fuse television network.
As a supplement to the Uncut launch, the Gillette website will also feature a series of light-hearted video tutorials, also featuring the musicians, where viewers can learn to “Shave Like a Rock Star”.
BRAND: Gillette
BRAND OWNER: Proctor & Gamble
CATEGORY: Toiletries/ Cosmetics
REGION: USA
DATE: Sep 2009
AGENCY: Greenlight Media & Marketing
MEDIA CHANNEL
Sunday, February 14, 2010
Sunday, January 24, 2010
Listerine | Snake Charmer "Bye, bye bad breath."
Humor in Indian commercials is usually presented with a serious background, until it reveals the ‘funny’ part at the end. This unexpected funny twist entertains the viewer as it succeeds to keep him clueless until the end. Watch this commercial from JWT India for Listerine, and you will understand this.
The commercial features the son of world famous mystic snake charmer and his destiny to follow his father’s legacy. So, he commences his business on the banks of river Ganga as a snake charmer. But there was something wrong as every snake rejects his charm and escape back to the wilderness. This happens every time, until a gypsy godmother solves the case. Watch and find out how.
The commercial features the son of world famous mystic snake charmer and his destiny to follow his father’s legacy. So, he commences his business on the banks of river Ganga as a snake charmer. But there was something wrong as every snake rejects his charm and escape back to the wilderness. This happens every time, until a gypsy godmother solves the case. Watch and find out how.
CREDITS
Agency: JWT India
Executive Creative Directors: Senthil Kumar & Tista Sen
Art Director: Piyash Ghosh
Copywriter: Senthil Kumar
Production Company: Good Morning Films
Director: Shashanka Chaturvedi
Agency Producer: Suprotim Day
Producer: Vikram Kalra
Thursday, January 21, 2010
Thursday, January 7, 2010
Thursday, December 17, 2009
Estee Lauder ME launches regional website
Estée Lauder launched a regional website for the Middle East.The new website, www.esteelauder-me.com, is available in both English and Arabic and "has been designed to bring the exceptional service experience that consumers' have come to expect at Estée Lauder's counters to the web," according to a release announcing the launch.
The site provides detailed product information and enhanced product images that are grouped into seven categories. This includes a section dedicated to Estée Lauder’s skincare range which features’ Estée Lauder’s Beautiful Skin Solutions, an easy guide for customer’s to find their perfect skincare regimen, combining the proven Repair and Moisturizer formulas targeted to the their specific needs. Information on Estée Lauder’s repair, moisturizer and eye category as well as its popular Nutritious skincare range are also featured in this section.
Customers can enter the “virtual immunity” from the visible signs of aging with Estée Lauder’s most luxurious skincare range, Re-Nutriv. In this section, customers can learn all about the history and inspiration behind the Re-Nutriv range and the benefits of each product in the collection.
The website also features a dedicated section on Estée Lauder’s comprehensive brightening system, the Cyberwhite Ex range, which comprises of targeted technologies to brighten every kind of spot differently and thoroughly.
Detailed information on Estée Lauder’s make-up line up is featured in the make up section which includes Estée Lauder’s long wearing, stay-in-place Double Wear range as well its mascara, lipglosses and lipstick collections. Customer’s can build a wardrobe of scents to express their mood with Estée Lauder’s most well-known fragrance collections, including Pleasures, Beautiful and most recently Sensuous, which are featured in the fragrance category.
The “What’s New” section provides the customer with information on all the latest products that Estée Lauder has launched in the region. For any products of interest customers can click on the Store Locator to find out where they would be available in their country.
Thursday, November 5, 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'.
Subscribe to:
Posts (Atom)
