Greek yogurt has quickly become the red bottom stiletto of the dairy world. It’s suddenly “cool” to be seen eating this thick, creamy yogurt, and brands are eager to capitalize on this new-found caché. Chobani is perhaps doing it better than anyone by allowing yogurt fans to speak for themselves.
After seeing a beauty ad, are you more likely to go shopping, or dig into a fresh pint of Ben & Jerrys? While advertisers bank on the former, new research shows we're more likely to do the latter. The New York Times reports that in a new study published in The Journal of Consumer Research, undergraduate females who looked at advertisements featuring beauty-enhancing products reported feeling less attractive afterwards. So if beauty ads lower a woman’s self-esteem, what happens next? Does she lounge about in self-loathing or head to the mall for a facial and those hot new heels she saw in Vogue? Ads equal sales, right? Not so fast.
The latest news from the upper-echelons of marketing and advertising is that storytelling is the path to advertising’s future. There’s still a lot of what can be called “TV thinking” hanging on stubbornly, but no one any longer denies the basics — which, if you’ll allow us a short moment of tooting our own horn, is exactly what we’ve been preaching at Story Worldwide for the past five years.
When it comes to marketing campaigns, the CPG world is blander than tofu. The forward-thinking folks over at Gillette seem to be on a mission to dispel that notion, however – much to the chagrin of all those refusing to hitch a ride on the post-ad bandwagon. Gillette's new campaign is centered around the two dudes to the left. Who are they? Nobody special, but if you happen to come across them, be nice and say hello. They're packin' a lot of razors.
For anyone who thought deodorant and body-wash marketing was nothing but lather, rinse, and repeat, Old Spice is proving, yet again, that there's much more to it with the shining genius that is the Old Spice Man—a soaped up slice of comical manliness that went viral and has now evolved into a masterful multi-channel juggernaut of success. For all the single ladies who were convinced that the Old Spice Guy's "tickets to that thing you like"-cum-diamonds were just for them, well, now they are. The viral ad is now personalized!
In June 2006, under the name LonelyGirl15, “Bree” uploaded a 90 second amateur video to YouTube. In the video, Bree announces directly to her webcam “What you need to know about my town is that it's really boring. That's probably why I spend so much time on my computer, I'm a dork.” Despite, or maybe because of, the banality of the content, by the time the sixth video “My Parents Suck” was uploaded, LonelyGirl15 had half a million viewers.