Thursday, October 27, 2011

Did you listen to a radio ad last week? Me too.


I have often said that radio deserves more respect than it gets from advertisers who are embracing new technologies at the expense of those that have stood the test of time. 
Now comes word that radio has added an additional 1.7 million listeners in the past year.  That means that 93% of the U.S. 12 and up population is tuning in on an average week.  Furthermore, the growth is attributed to younger people, with 12-17 year old listeners up 36% and 18-34 year-olds up 80%.  Radio’s diversity is increasing as well, and the medium is now reaching 93% of African-Americans and 95% of Hispanics. (Loechner, 2011)

So that begs the question, are you a listener?  Have you thought about using radio to reach teens before?  Will you now?

Loechner, J. (2011, October 21)  Anybody Listening?  Retrieved October 26, 2011, from

Thursday, October 20, 2011

Have you played a game with ALDO yet?


Last month ALDO shoes launched a trio of online games in conjunction with its fall campaign, themed “Get Lucky.”  While anyone can enter the daily drawing to win free ALDO shoes for life, those who win all three games will receive a 15% off coupon. (Corr, 2011)

Have you already heard about the promotion?  Did you play the game?  Will you?  The promotion run through the end of December so there’s still plenty of time to play.

Corr, A. (2011, September 19)  Get Your Game On: ALDO Shoes Sponsors Contest With ‘A Lot of Sole’  Retrieved October 19, 2011, from

Thursday, October 13, 2011

Welch Decides Less is More.


After running a very successful campaign featuring food expert Alton Brown, Welch’s 100% Grape Juice has decided to try a different approach.  While Alton’s scientific approach was a big hit with highly-health conscious consumers (sales rose 20% when the campaign ran) it did not resonate with average moms.

Instead, post campaign research showed that most moms were looking for simple solutions to keep their families happy and would tune out if messaging was too complicated and clinical. (Lukovitz, 2011)
I am reminded of a story Malcolm Gladwell told about Sesame Street in his book Blink.  He made the point that children will stick with a story until it begins to bore them.  I remember thinking that it was probably the same with adults.

Do you agree?  Do you watch long form videos on the net, and make it all the way to the end?  Have you ever read all the body copy in a print ad?  Or do you prefer the 140 character limitation of Twitter?

Lukovitz, K. (2011, October 7) Welch’s Simplifies Its Benefits Messaging.  Retrieved October 12, 2011, from

Thursday, October 6, 2011

Will a remake help Ivory Soap float?


Ivory soap was launched in 1879, so I guess it is a bit overdue for a makeover.   But perhaps the timing was influenced by a new study from NBC Universal which indicated that moms these days are into simplicity and traditionalism.  (Forbes, 2011)
Interestingly, few of them (only 4%) actually have traditional homes, but 49% say they would like to. So, it’s an aspirational goal more than a reflection of reality.  But who better to capture the spirit of the moment than the soap that’s so pure it floats?

While the new advertising campaign will focus on value and simplicity, it appears that the messaging will take an emotional approach – “featuring simple truths about soap and life in general.”  (Greenberg, 2011)
Since Ivory currently has a 5.8% market share, there’s plenty of room for growth, and if they are well-priced then they will undoubtedly take advantage of the middle class rush to less expensive products.  But do we really think that advertising can spur sales of something as basic as soap?  And will this approach do the trick? 

Forbes, T. (2011, October 5) P&G Floats A Makeover For Ivory. Retrieved October 5, 2011, from

Greenberg, K. (2011, October 5) Panel, P&G Focus On Mom’s Desire For Tradition. Retrieved October 5, 2011, from