Dreft: As Gentle With Babies As Mom Is

P&G is at it again ... being the fabulous marketers they are year after year after year. 

Whether you are a novice marketer straight out of B-School or a branding aficionado, much can be learned from following Procter & Gamble and their consumer brands.

Case in point: Dreft Detergent.

If you have had children yourself or babysat for your nieces or nephews or helped raise your younger brothers or sisters, chances are you know the Dreft brand. It's an old one; been around since 1933. For many moms, it's a staple during their baby's first year of life, because they trust it to be as gentle with their babies as they are.

Their latest TV ad is soft, sweet and tender. I'll let the copy tell the story since it will do it so much more eloquently than I ever could.

It may seem like just fabric, 

but from blankets, to jammies, 

to the little monster who shows up at bathtime, 

fabric is the stuff of babyhood. 

Dreft takes your baby's fabrics

- memories, messes, and all -

and gently keeps them clean. 

You have a child forever,

but a baby for just one year.

And because Dreft is specially made for babies,

Dreft makes babyhood special.

And, of course, that same message is told on their website, on Twitter and on Facebook. Brilliantly told and visualized.

My only suggestion is to share all those great baby photos on Pinterest. People love pinning baby pictures. 

Plus, a little research shows that this primarily female target pins pictures of the Dreft bottle for Pete's sake, clearly indicating they see Dreft as a Lovemark.

When families stay closer, children heal faster

Every once in awhile, an ad comes a long that gives you goosebumps. The Ronald McDonald House commercial is that ad for me.

The ad opens with a pair of hands holding a picture of a child with no hair. It's an image that instantly telegraphs a message to us all: This child has cancer.

The visual is powerful, demanding that you pay attention to what is being shown and said. A haunting childlike melody plays in the background, singing "only love can put the pieces back."

Throughout the spot, the picture changes, gradually adding hair as the boy transforms from a 3-year old with leukemia to the 6-year old survivor he is today. (Behind-the-scenes of how the photos were made here.)

The adorable, healthy, little boy's name is Anastacio Cuevas. Thanks to the Ronald McDonald House, Anastacio and his family were able to stay close to the hospital where he received chemotherapy ... and close to each other. As the ad so eloquently states, "When families stay closer, children heal faster."

Cancer is an insidious disease, one that has touched all of us in one way or another, but when it touches a child, it is a complete travesty. As a cancer survivor myself, I completely understand how important family is during the healing process. It can make all the difference in the world.

Ronald McDonald House Charities provide resources and stability to more than 4.5 million children and families a year at 305 Ronald McDonald's Houses around the world.

VW Gives You Something To Smile About

If you're anything like me, you've had it with the accusations, twisted facts and mudslinging occurring with every political candidate running for an office in the U.S. Just what has happened to political ads in this country? When did candidates stop running on the strength of their own words and actions and start focusing on how to twist the words and actions of those running against them?

Okay, okay. Time to get off my soapbox. But, it does appear that Volkswagen agrees with me, at least in part. Or perhaps their consumer focus groups reflected a similar sentiment being expressed by many Americans. Regardless of their reasons, VW decided to take a break from all the negativity of the 2012 election season.

In walks their latest TV ad, coined the Volkswagen Smiles Campaign, in which people from all walks of life, ethnicities and ages share spontaneous, belly-busting giggles and laughs for the duration of the :30 ad.

Just like negative advertising can bring your spirits down, smiles and laughter can take you to a happier place. And this ad does that in spades.

According to the Ad Age blog, "The carmaker has released a special spot tied to the presidential race which it says will "deliver a lighthearted break" from the election cycle."

In the eyes of this one American voter, it is a well-appreciated break.

Now, you may wonder how 30 seconds of laughing ties back to the Volkswagen brand. Vice President of Marketing, Ken Mayer, suggests that the ripples of laughter embody the positive spirit of VW; plus, it pays off their tagline: It's not the miles, it's how you live them.

Thank you Volkswagen ... for your optimism and for the much needed break from political candidates across the land.

Yoplait Serves Up Sunshine

With 40 flavors to choose from, Yoplait has been focusing much of their recent advertising on the variety of different tastes you can get from one little red (or blue) container.

The most recent ad communicates this message through an array of brightly colored umbrellas, sunshine breaking through the rain and a catchy tune that declares:

I'm thinking sweet.

I'm thinking new.

I'm thinking happy.

And I think that you should too.

I'm thinking yellow.

I'm thinking blue.

I'm thinking all these brilliant colors shining through. 

I loved this commercial on so many levels. While it was a :60 spot I found it so engaging that it felt more like a :30.

And who doesn't like umbrellas?

They seem to pop up all over Pinterest, striking a positive chord with many women. Whether used in rain or shine, all kinds of things happen under umbrellas: romance, dancing, fancy drinks, artwork, smiles, fashion and, of course, rain.

As a loyal Yoplait buyer, I'm really tickled they have created such a memorable and engaging ad.

My only criticism is focused on their less-than-inspired tagline of "Yoplait. It is so good." While I understand they are communicating a double entendre of tastes good and is good for you, it does not feel differentiated versus other yogurts or, for that matter, versus a slew of products in other categories.

Google Father Writes Memoir To Sophie

Earlier this year, I had the pleasure of hearing Catherine Roe, head of Consumer Packaged Goods at Google, speak to the Milwaukee Chapter of the American Marketing Association. It was a terrific presentation and one that made me realize just how pervasive Google has become in all of our lives.

For example, how many times have you used Google as a verb

in the past few weeks ... or even in the past few days?  

(Just this morning, I was looking for an iPad case and thought, "I'll have to Google that.")

Catherine shared this heart-felt video with us.

The video, affectionately titled “Dear Sophie,” tells the story of Asian American Google employee Daniel Lee, who sets up an e-mail account for his newborn daughter Sophie. Over the course of the next few years, he captures all the important milestones in Sophie's life, by sending her pictures, videos and e-mails. 

This video is part of a larger campaign designed to show how important Google has become in all of our lives. The brilliance of this campaign is that it tells Google Chrome's message through masterful storytelling. This heartfelt story emotionally draws each of us in, putting a warm, friendly face on the Google experience.

Brilliant. Just brilliant.

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ASICS Gel Shoes Take Flight During March Madness

This month, ASICS kicks off its global TV campaign with the launch of its new lightweight shoe, the ASICS Gel Neo33.

The ad entered the psyches of basketball fans everywhere with its debut during March Madness. Great venue to reach the perfect target during a period of time when athletes and athlete wannabes are glued to the TV.

The spot begins with runners carrying brightly lit balloons through city streets. Running to the lively soundtrack of Temporary Blues, the athletes convene on a hilltop holding their blue, green and white balloons in a colorful cluster of happiness.

As if by magic, the balloons take flight to reveal a giant ASICS 33 shoe. The shoe gently floats away into the sky, revealing the super: ASICS: The Enemy of Limits.

Interesting tagline and message: ASICS can take you anywhere you want to go.

ASICS Gel Neo33 Balloon Shoe from TV commercial

White House | Black Market Taps Out Its Style

White House | Black Market is currently airing a new TV campaign that is somewhat reminiscent of Gap advertising from a few years ago ... showing off its latest fashions by toe tapping to the beat of an upbeat dance song.

While the theme of the ad isn't necessarily new, the ad delivers its message in a fun, eye-catching way, using model Coco Roch as the star of the dancing fashion show.

Known for their black and white clothing, the viewer may be somewhat surprised by the splash of red that sneaks into the middle of the spot. In the midst of the sea of sameness, it jumps off the screen, eloquently informing the viewer that White House | Black Market sells more than just white and black clothing.

The main intent of this ad is to launch their new Spring business collection ... the WorkKit. The ad makes an interesting play on words,  tying the collection back to the dancer who happens to be WorkingIt.

Similar to the Gap dancing ads, the new White House | Black Market ad breaks through the clutter, simultaneously entertaining and educating the viewer.

Well done.

Wrangler Sees Red

Wrangler taps into man's animalistic nature with its new "We Are Animals" campaign, seen on TV and print in France.

This is a disturbingly dark campaign that casts the Wrangler brand into a whole new light. The brand emits edginess and a rebellious nature that one would not typically associate with Wrangler.

For Americans, this campaign is a radical departure from where the brand has been in the past ... an iconic American brand that conjures up images of clean-cut, all American cowboys and football players.

 Frankly, I prefer the kinder, gentler side of Wrangler. Hopefully, this campaign will stay on the other side of the ocean.

I Want A Home

I want to be a contender.
I want a warm belly to sleep on.
I want a big house.

What could possibly be cuter than talking cats?

In this commercial, the Animal Humane Society uses cats to tell their story and a sad story it is. Last year, over 30,000 companion animals were brought to their rescue shelter. The vast majority - 20,000 - were felines.

They implore the viewer to make homes for these sweet little cats and to give them ...

... a young child to snuggle up to at night. 
... a big house to romp around in.
... someone special to play with them.

In a nutshell, someone to love.

Interestingly, the Animal Humane Society could easily be confused with the Humane Society of the United States, which is the nation's largest animal protection organization and the one you are most likely familiar with.

The sponsor of this ad - the Animal Humane Society - only has five locations, all in the state of Minnesota. So, as cute as this ad may be, it's not particularly meaningful to about 95% of the people that live in the United States.

Regardless, we're happy it came to YouTube so we could all enjoy these adorable little talking cats.

Facebook: Take This Lollipop, Little Girl

One of my advertising students recently shared this YouTube video with me and I felt compelled to write about it. (Others appear to be driven to do likewise as it has gone viral.)

As this video opens, you see a scruffy man log into his Facebook profile ... only it is very obvious that he is not the man shown in the profile picture. Rather than the clean-cut, All American guy pictured, we are shown a nervous, shifty, sweating guy who has trouble written all over his face.

He stalks through the profile of one of his "friends" ... someone who obviously accepted his friend request without really knowing who this guy was.

Through a number of Google searches, he successfully figures out where she lives. Then, we follow him to his car and through his journey to her house ... alternately shifting between a focused, composed man and a man out of control and consumed by rage.

The video leaves you with a sense of dread, wondering what will happen to her when he enters her home ... and just how well you know all of your Facebook friends.

Maybe it's time we all take a look at who we have allowed to access the personal details of our lives.

Red Cross Urges You To Not Sweat The Small Stuff

American Red Cross 2011 Holiday Campaign

In a new holiday campaign airing this season, Ted Danson and Red Cross encourage you to forget all the "stuff" that stresses you out during the holidays and do something that makes a difference instead.

The :60 animated campaign builds a bit of suspense throughout the ad, leaving you wondering who is talking to you and what message they have to tell.

Finally, the pay off.

"This year, let's take a break from all this stuff and give something that means something. Give the gift of hope, help and compassion to someone who needs it most ... whoever they are." Red Cross.

 

The signature Red Cross red color is used throughout the ad. At its conclusion, the gifts of hope, love and compassion are placed into a box that opens into the American Red Cross red logo. 

An utterly charming campaign, with a heartfelt message.

So, visit American Red Cross this holiday season and make a donation in the name of the people on your list this year. 

Red Cross urges you to offer compassion and help to others.

Froedtert/Medical College of Wisconsin Pioneers Patient-Centered Cancer Care

"You have cancer."

Has your life ever been turned upside down by these three little words?

These words are responsible for phrases like, "Life turns on a dime" and "We have no idea what tomorrow will bring."  One day you're living your life and the next ... your life is hanging in the balance.

According to the American Cancer Society, close to 12 million people in the United States are battling cancer at any one point in time.

12,000,000...

That equates to approximately one in four Baby Boomers.
That's roughly one-fourth of all LinkedIn users.
That's about 3% of what President Obama spent on his 2008 presidential run.
That's the number of suspected aliens living in the United States.

Even though that number is positively staggering, as the recipient of that message, you still feel like you are the only person in the world to ever have to deal with the impact of this diagnosis. You feel like no one could possibly understand what it's like to be living with this hideous creature lurking inside of you.

Intent on helping patients more effectively navigate this daunting cancer journey, Froedtert & The Medical College of Wisconsin made a bold move. They decided to look at cancer from the perspective of the patient, rather than the health care provider, ultimately redefining quality cancer care.

Their philosophy became known as The Hub Model or Patient-Centered Care. Rather than requiring the patient to move from the doctor's office to the testing lab to the place where treatment is administered, this Milwaukee-based healthcare organization had a brilliant idea: why not have all cancer treatment revolve around the patient?

Froedtert/Medical College of Wisconsin Hub Model

In 2005, they made yet another bold decision to begin construction on a new facility that would embody patient-centric care. Within three years, they would be cutting the ribbon on the manifestation of their vision. According to Froedtert's website, "The Froedtert & The Medical College of Wisconsin Clinical Cancer Center is the first cancer center in the nation built entirely around patients."

Froedtert/Medical College of Wisconsin Clinical Cancer Center

In retrospect, it looks so logical ... as brilliant ideas often do. Let's not make the patient, who is probably not feeling particularly well, deal with directions, elevators and confusing corridors. Instead, let them focus on what is most important ... getting better.

To ensure the best possible care for their patients, the Froedtert & Medical College of Wisconsin Clinical Cancer Center has a specialized team for every kind of cancer from the most prevalent to the most obscure. According to the Center, "This level of focus allows them to be completely up to date on the most effective treatments, even in today's constantly evolving cancer treatment and research environment."

The image of a crane is used throughout the facility to signify the journey a patient goes through when dealing with cancer. It embodies a sense of hope, good health and compassion.

As a 12-year cancer survivor, I cannot think of a more holistic and comforting approach to cancer than the patient-centered model brought to life by The Froedtert & The Medical College of Wisconsin Clinical Cancer Center. 

It is a wonderful example of truly understanding your target, assessing where the need gaps lie and then masterfully creating and delivering an offering that fills those gaps.

Bravo. 

Bravo Froedtert and The Medical College of Wisconsin.

Clark Little Takes Ocean Photography By Storm

Recently, I stumbled across a phenomenal photographer by the name of Clark Little. He romanticizes the power of Hawaiian waves ... making us feel their splendor rather than their danger.

Raised in Hawaii, Clark Little was an avid surfer known in many circles for his ability to tackle shorebreak waves head on, with little fear. It wasn't until 2007 that Clark uncovered the artistic wonder of photography, attacking the waves with a camera rather than a surfboard. At times, he puts his own life in danger to capture the unmistakable power of nature, oftentimes from the inside out.

His astounding photographs have changed Clark Little's name to a brand unto itself.

He has appeared on television shows like Good Morning America, has been exhibited at museums as prestigious as the Smithsonian, has been printed in magazines like National Geographic, has won countless awards and has commercialized his photography with the likes of Nike, Nikon, HP, Anheuser Busch, Lockheed Martin, Verizon and XS Energy Drink.

Some may say he has sold out his talent by going commercial. But, I believe it would be a shame to only offer this seldom seen beauty to a niche audience.

Take a look at a few of his incredibly powerful photographs.

Clark Little orange hued wave

Clark Little sunlit wave

Clark Little artistic waves

Dr. Dre Ad Splashes Color (and Best Buy)!

Blue Beats By Dr. Dre

Up until a few weeks ago, I had never heard of Dr. Dre headphones. But lately, they seem to be popping up all over the place: on Twitter, on TV and on the heads of celebrities.

Of greatest note, is a holiday campaign for their new Studio line of headphones, offered in a "spectrum of candy colors good enough to eat."

From the moment this ad began, I was hooked. Splashes of color explode as they hit people, in brilliant hues of blue, orange, pink, purple and red. The ad is entertaining, engaging and just plain fun to watch.

I must admit that, at first, I thought this was a SONY Bravia ad, which are famous for their use of vibrant splashes of color. But, I enjoyed this ad far more than any SONY ad I've ever seen.

There was one surprise that surreptitiously appeared on the sleeve of one of the actors partway through the ad - a Best Buy logo. Cool co-branding campaign ... it was done so smoothly that I almost didn't notice it.

Color Beats By Dr. Dre and Best Buy Partnership

Too bad my Christmas list has already been delivered ... this would have been an excellent addition!

Orange Beats By Dr. Dre

Purple Beats By Dr. Dre

Red Beats By Dr. Dre

Brooks Brothers Asks You To "Share The Sheep"

How can you not be pulled into a commercial that has seven adorable, fluffy sheep singing Jingle Bells in childlike voices? As much as I wanted to turn away from this ad, I just couldn't do it...especially when the little guy with the blue scarf timidly stepped towards the front of the herd to shyly and hesitantly sing a solo. (He kind of reminded me of Rudolph when he was trying to hide his shiny nose.)

The ad is on the front page of the Brooks Brothers website where they encourage you to "SHARE the  SHEEP" with a friend:

Brooks Brothers Share The Sheep

This whole campaign is brilliant for a number of reasons:

- How can anyone resist singing sheep?
- Who doesn't like hearing a lively Christmas tune to help get in the holiday mood?
- Who can resist the urge to share a cute ad with friends? (Case in point, the Office Max Elf Yourself)

Plus, it's a great way to increase awareness of Brooks Brothers and to add to their prospective customer database.

Jingle bells
Jingle bells
Jingle all the way
... to the bank

Wendy's "Where's the Beef?" Has Jumped The Cow

Wendy's "Where's The Beef?" 1984 ad

In 1984, Wendy's launched a campaign designed to get people to notice that their hamburgers were full-sized, unlike some of the other fast food chains selling burgers.

The campaign, dubbed the "Where's the beef?" campaign ran for what seemed like years (but was probably only months). It featured little white-haired ladies cackling out the words, "Where's the beef? Where's the beef?" Their tinny voices wormed their way into your ears, leaving you begging for a reprieve.

In a word, the campaign was annoying. The little old ladies were annoying.

But, just like Wisk's "Ring Around The Collar" campaign, it appeared to do its job and to do it well. People parroted the words back, successfully making Wendy's ad campaign part of pop culture.

Now, 27 years later, Wendy's is at it again. This time, though, they are using a younger, hipper, social media savvy man to spread the news that Wendy's is revamping their single, double and triple burgers.

Is it just me or does this campaign feel like an idea past its prime? Why take something that had become an icon back in 1984 and try to force fit into 2011? Or is Wendy's trying to tell us that their hamburgers are about as fresh as their advertising?

It feels like Wendy's has jumped the shark ... or is that the cow?

Wendy's "Where's the Beef?" Facebook Campaign

Wendy's "Where's the Beef?" New Spokesman

Wendy's "Where's The Beef?" 2011 Ad

Lu Lu Lemon Manifesto Blankets Store Front

Lu Lu Lemon, Milwaukee

After walking by the Lu Lu Lemon store on Water Street in Milwaukee nearly every day for the last 1-1/2 years, a new site popped up a few weeks ago that took me by surprise. 

Their store front had disappeared behind a giant-sized Lu Lu Lemon company manifesto.

Admittedly, I was intrigued. Was Lu Lu Lemon's awareness so high that the store would be instantly recognized, even embraced, by those who live by the company's mantra? Or had they just committed a marketing faux pas?

As I turned this question over in my mind, I came to realize that Lu Lu Lemon and their manifesto are synonymous. You really never see one without the other.

I remember the first time I came in contact with Lu Lu Lemon. My daughter had visited their Chicago store for the first time and was so inspired by their manifesto that she purchased me a water bottle for my birthday. I loved it! A few years later, I was thrilled to see them open a store in the Third Ward in downtown Milwaukee.

Lu Lu Lemon Manifesto

How can you read the words of this manifesto and not be inspired? Some of my favorites include:

Friends are more important than money.

Your outlook on life is a direct reflection on how much you like yourself.

That which matters the most should never give way to what matters least.

Jealousy works the opposite way you want it to.

Successful people replace the words "wish," "should," and "try" with "I will."

 So, go out and do something today that scares you...

Brita Fuses Mission With CSR Program

In 2010, Americans deposited 39 billion bottles on the planet.

Do you remember the line in the movie Jerry Maguire, "You had me at hello?"

Well, the opening line of the new Brita ad certainly made me stop and take note. 

Last year alone, the U.S. used over 39 billion plastic bottles of water.

At first blush, one would think that Brita's TV campaign is rather self-serving. After all, they make water filters, which invalidate one of the key reasons why people buy bottled water. A classic problem-solution ad.

Problem: Americans added 39 billion plastic bottles to the planet last year. That's enough to stretch around the earth 190 times.

Solution: Each Brita water filter can take 300 bottles out of the equation. Simple math tells you that if 130,000 people were to purchase and use a Brita filter, we would eliminate all of those pesky water bottles from our landfills.

It sounds like an environmentally slanted ad that just adds to Brita's bottom line, right?

Well, that's what I thought too, until I took a deeper look into their current campaign:

"Brita® has teamed up with Preserve,

a leading maker of 100 percent recycled household consumer goods,

to collect and recycle Brita® filters.

Preserve’s Gimme 5 Program will transform the plastic 

from pitcher and bottle filters into new Preserve products."

While Brita will clearly benefit from consumers using their filters, they are making an investment to collect and recycle used Brita pitchers and filters.

It may not be a gargantuan step towards greenifying our planet, but in Brita's words, it is "a small step towards making a big difference."

Got to love companies that take Corporate Social Responsibility (CSR) seriously.

Does Advertising On Report Cards Go Too Far?

Just how far is too far when it comes to advertising?

How about ads for CollegeInvest or McDonald's on your child's report card?

That's just what a Colorado school district recently decided to do to close the gap in their budget deficit. According to Lorie Gillis, Chief Financial Officer for Jeffco Schools:

 

"Facing $70 million in budget reductions over the 

next two years, we really do need to be creative." 

 

The CollegeInvest ad will generate $90,000 over a three-year period. In return, a 2-inch ad will be run at the bottom of all elementary school report cards three times a year. 

School administrators justified the advertising on the basis of the two organizations having similar missions. CollegeInvest is an arm of the state government which administers 529 college savings programs. According to Angela Baier, Chief Marketing Office for CollegeInvest: 

"We have similar missions. CollegeInvest is all about education. 

It seemed like a win-win for both of us. 

I really view it as a public service announcement because we're a

non-profit and it's helping families that obviously have children."

 While Colorado may be able to claim a loose connection to a nonprofit organization that focuses on education, other school boards have been far less concerned with making this tie, printing advertising from companies like McDonald's.

In these days of shrinking budgets, school districts have had to make some rather difficult decisions about everything from the subjects they offer to the technology they buy to classroom size to staffing.

If advertising on report cards allows a school to buy 10 more computers or to continue to teach French or to keep a few more teachers employed, is it necessarily a bad thing?

U Rah Rah Buffalo ... Or Is That Verizon?

Aggie Football / State Farm Insurance

Have you noticed lately how every professional and college sports team seems to be selling out to the highest bidding brand?

What has happened to the days of old ... the days when branding your favorite sports team was more than enough?

I have no doubt that the added revenue to the sports program (especially at the collegiate level) is a big coo, but I must admit that I find it somewhat distracting when I am listening to a coach talk about his team's performance to see brands like Verizon, Toyota and others winking back at me from the TV screen.

What is the goal here ... to walk away remembering the Iowa Hawkeyes or to walk away remembering Alliant Energy?

Iowa Hawkeyes / Alliant Energy

Buffalo Bills / Verizon