Friday, October 17, 2014

Will promoting Gap Factory be a winning move for The Gap?

A few weeks ago we had a discussion about the fact that it is no longer clear who The Gap's primary target audience is.  That's a problem. 

Not surprisingly Gap Global's August sales declined by 6% versus previous year.  And it was announced that a new CEO will be coming onboard in 2015. (Gap, Inc., 2014)

In the meantime however, there's the critical holiday selling season to be considered.  Interestingly the focus seems to be on Gap Factory, the fashion outlet that carries an exclusive line of value-positioned styles guided by George Kotsiopoulos, co-host of E!'s "Fashion Police."

A new star-studded holiday campaign is scheduled to launch next week.  Featuring supermodels and male athletes, the effort will include print, outdoor, and social media.  (Rodriguez, 2014)

So what do you think?  Is this a good idea?  Will celebrities be able to increase sales?  Or should they be concentrating on their core brand and messaging?

Rodriguez, A. (2014, October 17)  Gap Factory to Launch New Star-Studded Holiday Push.  Retrieved October 17, 2014, from

Friday, October 10, 2014

Home is Joy.

Whirlpool has launched a new campaign based on the idea that "every chore is an act of love."  The company acknowledges that while chores are a drag, they are also a way that we show our families that we care. (Baar, A.)

Maybe they are fans of Gary Chapman's book The Five Love Languages, which mentions "acts of service" as being one way people express their feelings. 

But I am reminded of an idea McCann-Erickson pitched to them in the mid-90's.  In developing it, we discussed the fact that people do not manage their homes but rather create them, as an act of love.  The brand essence we presented was -- Home is Joy.  They ran away from the room as fast as they possibly could! 

So what do you think of this approach?  Will it be effective?  Think about the strategy first, then take a look at the execution and decide.

Baar, A. (2014, October 7)  Whirlpool Wants To Change Idea of 'Chore'  Retrieved October 10, 2014, from

Friday, October 3, 2014

Did you buy a Coke this summer with your name on it?

After decades declines in the U.S., sales of Coca-Cola Co's carbonated beverages rose by more than 2% this summer.  Why?  Customized bottles and cans.  Specifically, the company put the 250 most popular names for teens and millennials on bottles which they encouraged people to buy for others with their "Share a Coke" campaign.

Additionally the company deployed roving kiosks across the U.S. this summer which printed out more than 1 million personalized cans with more than 100,000 names to choose from.  (Esterl, 2014)

The idea for the campaign came from Australia and was developed by local execs and Ogilvy advertising in 2011 as a way to re-engage younger consumers.  The seasonal campaign has now spread to over 80 countries and is likely to be back again next year.

So what do you think of this idea?  Did you buy a Coke with your name on it?  Would you if you had been given the chance?

Esterl, M. (2014, September 26)  'Share a Coke' Creates Pop in Sales.  Wall Street Journal.  pB5