Ok, the answer to this is wrong, of course. But the real question is, does referencing incest in advertising come across as funny and clever, or just plain gross?
In Axe's most recent advertisement, a guy is attracted to his sister as a creepy side effect to huffing Axe. For those of you unfamiliar with Axe, it became famous on the premise that spraying four dollar man musk on yourself could attract hot women by the thousands.
Normally I find these ads pretty funny because they usually involve somewhat awkward situations. Also, I can appreciate how incredibly successful these ads have been in convincing 14 year old boys to purchase Axe. This campaign essentially made Axe a household name with teens.
But, this recent ad misses the mark for me. I think parodying the anti drug campaign will certainly be effective in appealing to teens, but I would have picked another undesirable hook up, like an unattractive granny librarian, over his sister. I feel the idea of incest reaches a whole other level of uncomfortable that kills some of the humor.
In life and in advertising, incest just seems wrong to me... then again I am not Axe's target audience.
Tuesday, April 10, 2007
More on volvo..
In a recent blog posting, Jack Trout talks about the issue of branding and how there is no solution to branding, only directions. Reading this immediately brings me back to Volvo's dilemma in how to regain sales.
Trout talks about one of the aspects of branding that I don't think is mentioned nearly enough- the fact that positioning gives a company a starting place when it comes to problems. Positioning is not only about placing the brand within the consumers' mind. Just knowing what your stands for goes in deciding how to act in difficult situations.
If Volvo started with the premise "We stand for safety, but where else can we go from here," they would begin the process of finding direction and not just worrying about the problem of declining sales.
Switching advertising agencies seems to be more of a solution move than a direction move. It will be interesting to see what strategy Volvo's new agency will take.
Trout talks about one of the aspects of branding that I don't think is mentioned nearly enough- the fact that positioning gives a company a starting place when it comes to problems. Positioning is not only about placing the brand within the consumers' mind. Just knowing what your stands for goes in deciding how to act in difficult situations.
If Volvo started with the premise "We stand for safety, but where else can we go from here," they would begin the process of finding direction and not just worrying about the problem of declining sales.
Switching advertising agencies seems to be more of a solution move than a direction move. It will be interesting to see what strategy Volvo's new agency will take.
Sunday, April 8, 2007
Sentimental or Sappy? Confessions of a Publix Junkie
I have a long standing love-hate relationship with Publix advertising. I do not normally enjoy anything sappy, especially in a commercial, but something about their ads always hits me.
I grew up in South Carolina and now go to school in Georgia, so I was raised on the Publix sentimental salt shaker commercials. If you are unlucky enough not to have a Publix in your area, let me explain. Every Thanksgiving for as long as I can remember (which may only be 4 or 5 years), Publix runs these ads about a family of salt and pepper shakers that get separated at the two different tables at Thanksgiving (the kids and the adults). The reason this commercial doesn't completely cheese me out is because it plays on that wonderful insight of what it's like to sit at the kids' table. For all of us with larger families, we know what it's like to wish we were at the big table.
Well, Publix most recent campaign focuses on Easter and family gatherings. The scene starts in the kitchen where two sisters are family favorites that "nana" gave them recipes for. Well, there is this young woman who looks slightly uncomfortable and we later learn she recently married their brother. The whole meal she looks like she just doesn't quite belong, but luckily at the end nana slips a recipe into her pocket as a "welcome to the family" kind of moment and she feels accepted.
I am not much of a crier, much less during commercials for grocery stores, but this ad makes me tear up every time. Mainly because my grandmother had the same kind of beat up index card for her recipes. After she passed last year, my mom had some of the index cards framed for me as a memento of all the good times we had over her famous fried chicken and custard.
Watching this ad today made me think whoever is doing Publix's advertising really does get it. Great advertising is all about having insight into your customers. Publix ads certainly do hit the target on insight. Every one of their ads is all about family and togetherness- not their clean and easy to access grocery stores. It's more than just the cliche family gathered around a table... it's the little true- to -life moments of eating with the in laws for the first time that make these ads so memorable and effective.
In fact, I wanted to check out if anyone else felt this way about Publix ads. I felt some what comforted to know others love Publix ads the way I do. On just the first page of my search for Publix commercials, I found multiple people who list crying while watching them on their blogs. One person even had a picture of the pilgrim pair on his blog. The most interesting thing about his blog was the number of comments by people who had also felt compelled by the ads to purchase these plump pilgrims.
I guess, to be utterly honest, that Publix commercials are my secret love. I can't help it. I hope that one day I can find that insight into my future consumers the way Publix has.
Here is one of my favorite Publix ads:
Valentine's Day
If anyone knows how I can get more Publix commercials, it would make my week!
I grew up in South Carolina and now go to school in Georgia, so I was raised on the Publix sentimental salt shaker commercials. If you are unlucky enough not to have a Publix in your area, let me explain. Every Thanksgiving for as long as I can remember (which may only be 4 or 5 years), Publix runs these ads about a family of salt and pepper shakers that get separated at the two different tables at Thanksgiving (the kids and the adults). The reason this commercial doesn't completely cheese me out is because it plays on that wonderful insight of what it's like to sit at the kids' table. For all of us with larger families, we know what it's like to wish we were at the big table.
Well, Publix most recent campaign focuses on Easter and family gatherings. The scene starts in the kitchen where two sisters are family favorites that "nana" gave them recipes for. Well, there is this young woman who looks slightly uncomfortable and we later learn she recently married their brother. The whole meal she looks like she just doesn't quite belong, but luckily at the end nana slips a recipe into her pocket as a "welcome to the family" kind of moment and she feels accepted.
I am not much of a crier, much less during commercials for grocery stores, but this ad makes me tear up every time. Mainly because my grandmother had the same kind of beat up index card for her recipes. After she passed last year, my mom had some of the index cards framed for me as a memento of all the good times we had over her famous fried chicken and custard.
Watching this ad today made me think whoever is doing Publix's advertising really does get it. Great advertising is all about having insight into your customers. Publix ads certainly do hit the target on insight. Every one of their ads is all about family and togetherness- not their clean and easy to access grocery stores. It's more than just the cliche family gathered around a table... it's the little true- to -life moments of eating with the in laws for the first time that make these ads so memorable and effective.
In fact, I wanted to check out if anyone else felt this way about Publix ads. I felt some what comforted to know others love Publix ads the way I do. On just the first page of my search for Publix commercials, I found multiple people who list crying while watching them on their blogs. One person even had a picture of the pilgrim pair on his blog. The most interesting thing about his blog was the number of comments by people who had also felt compelled by the ads to purchase these plump pilgrims.
I guess, to be utterly honest, that Publix commercials are my secret love. I can't help it. I hope that one day I can find that insight into my future consumers the way Publix has.
Here is one of my favorite Publix ads:
Valentine's Day
If anyone knows how I can get more Publix commercials, it would make my week!
Monday, April 2, 2007
Volvo = Safety... maybe not anymore
According to the 1976 marketing classic, "Positioning: The Battle for Your Mind," positioning any brand starts with the consumer. In order to position your brand, you need to start with what consumers already think about your brand. In today's overstimulated, multitasking society, changing what a prospective consumer thinks about your brand is nearly impossible.
A basic principle in the book is that positioning is not about creating something new and different, but rather it is about manipulating what's already in the mind of the consumer or "to retie the connections that already exist."
Because advertising and communication messages bombard every element of our lives, keeping the message as simple and clearly connected to your brand is critical if you want anyone to remember it. While many examples in this book are so outdated that they feel nearly antiquated, the basic principles of positioning are definitely still relevant and vital in today's marketplace where so many products and brands cycle in and out so quickly.
This being said, few brands have such a strong and clear cut positioning as Volvo. Many other automobile makers wish they had the position Volvo has with safety. Ask someone what kind of car to buy for safety, and the response will almost definitely be Volvo. According to a recent advertising age article, Volvo executives want to also appeal to the right brain and the emotional aspect of car buying.
These executives feel that the focus on safety is too left brain and not appealing enough. I agree that safety alone may not be enough to get a consumer to purchase a car, but trying to reposition themselves will be nearly impossible. While Volvo's sales have been declining since 2004, repositioning may not have the desired effect. Volvo could end up losing its position altogether, which would be far worse than just being known as safe. Think about car brands with no distinct position like GM or Ford... not exactly the situation a car manufacturer wants to end up in.
Ironically enough, in November of last year, Darryl Siry, author of Marketing 2.0, commented that Volvo's "Who would you give a Volvo to?" campaign was one of the few good automobile advertisements. I didn't really "get" what that campaign was trying to achieve, but I just assumed it was because I wasn't the target audience.
Volvo has since scrapped that campaign and is currently in the process of selecting a new ad agency to launch a global campaign focusing on the sexiness of newer car models. I think that no matter which agency wins this account, advertisers should take advantage of the safety position (with a campaign like safety never looked so sexy).
Just to bring this all full circle, the forward of "Positioning" mentions how the safety position brought Volvo from a small Swedish company to one of the world's most powerful automobile brands.
A basic principle in the book is that positioning is not about creating something new and different, but rather it is about manipulating what's already in the mind of the consumer or "to retie the connections that already exist."
Because advertising and communication messages bombard every element of our lives, keeping the message as simple and clearly connected to your brand is critical if you want anyone to remember it. While many examples in this book are so outdated that they feel nearly antiquated, the basic principles of positioning are definitely still relevant and vital in today's marketplace where so many products and brands cycle in and out so quickly.
This being said, few brands have such a strong and clear cut positioning as Volvo. Many other automobile makers wish they had the position Volvo has with safety. Ask someone what kind of car to buy for safety, and the response will almost definitely be Volvo. According to a recent advertising age article, Volvo executives want to also appeal to the right brain and the emotional aspect of car buying.
These executives feel that the focus on safety is too left brain and not appealing enough. I agree that safety alone may not be enough to get a consumer to purchase a car, but trying to reposition themselves will be nearly impossible. While Volvo's sales have been declining since 2004, repositioning may not have the desired effect. Volvo could end up losing its position altogether, which would be far worse than just being known as safe. Think about car brands with no distinct position like GM or Ford... not exactly the situation a car manufacturer wants to end up in.
Ironically enough, in November of last year, Darryl Siry, author of Marketing 2.0, commented that Volvo's "Who would you give a Volvo to?" campaign was one of the few good automobile advertisements. I didn't really "get" what that campaign was trying to achieve, but I just assumed it was because I wasn't the target audience.
Volvo has since scrapped that campaign and is currently in the process of selecting a new ad agency to launch a global campaign focusing on the sexiness of newer car models. I think that no matter which agency wins this account, advertisers should take advantage of the safety position (with a campaign like safety never looked so sexy).
Just to bring this all full circle, the forward of "Positioning" mentions how the safety position brought Volvo from a small Swedish company to one of the world's most powerful automobile brands.
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