Consumer packaged goods aren't usually considered a creative canvas for agencies. But these six campaigns proved otherwise—showing that even staid categories can be fertile ground for fascinating creative ideas, and massive viral hits.
It's a fundamental choice for online video marketers: Should you hit viewers with a quick, memorable pitch that's (hopefully) less skippable? Or should you engage them with longer-form content that's more captivating but runs the risk of being tuned out?
Even the people who are meant to love Valentine's Day—the coupled-up, mated ones—can't fully bring themselves to enjoy it: Expectations are high, restaurants are twice as expensive, ignoring it feels self-conscious, and celebrating it makes you feel like a bit of an asshole.
These are strange and interesting days for brand marketers. Fragmentation among screens continues unabated and consumers have more sophisticated tools than ever for avoiding marketing messages they find horrendous, interruptive or useless—or all of the above.
It always seemed strange to Gary Osifchin that the characters in traditional advertising were so, well, traditional. "There was the Caucasian female lead, with the French manicure," Osifchin says, "or the black guy in a secondary role only."
According to a recent study, Americans are exposed to brands anywhere from 3,000 to 20,000 times every day—on the Web, on TV, in print and on packaging. How is a company supposed to cut through all that clutter and get noticed? One thing certainly helps: making sure you have the most focused and most talented marketing chief.
Honey Maid's campaign featuring inclusive depictions of American families moves forward today with a spot showing a disabled aunt and her niece making apple and cheddar melts together on their graham crackers.
It's been a great week for acceptance of diversity. And now, Honey Maid continues that trend as we head toward Fourth of July weekend with a new ad that explores what it means to be American through the lens of a Dominican family of immigrants.
With the launch of a new campaign from BBDO, Wells Fargo is leaning into the advertising—and societal—trend of embracing same-sex couples.