First launched in 2009 with a ‘Smart Hydration’ positioning, Slice Design was asked to redesign Juicy Drench for consumers looking for a smart and natural choice in refreshment. Consumers felt the previous communication of juice + water was too artificial largely due to the flat circles of colour on the pack.
adidas Outdoor wants to find people who embody the brand’s adventurous spirit—no, it’s not another search for ambassadors, the brand just wants to celebrate those who do live their life to the full and do it in the tie-up with the nature. The brand encourages its fans to upload their photos, on www.terrex-experience.com showcasing them sitting (standing, swimming, handing, etc.) in an outdoor location and showing the three finger hand sign (related to the three stripes hand sign of the brand). Once you’ve submitted a photo from March 1 through March 31, get as many votes as possible for a chance to become one of three major winners and get an unforgettable four-day experience with the Alpine Center in Zermatt plus a complete Fall/Winter 2012 terrex outfit and one exclusive product from the Spring/Summer 2013 collection.
Toyota has launched a bunch of lovely promotional initiatives dedicated to its Prius Family (remember the search for the plural form of Prius or the launch of a dedicated hub www.toyotapriusprojects.com), and there’s no reason to stop this successful movement. Toyota Motor Sales U.S.A., Inc. has teamed up with Saatchi & Saatchi LA to develop the new fully-integrated campaign titled ‘The Game of Life with Prius c’ for the latest addition to the Prius Family. The new marketing effort, which is infused with youthful spirit, clearness and freshness, is targeted at urban dwellers of 20 or 30-something, who are considering the purchase of a functional and fuel-efficient urban vehicle (which might be the first car in their life) at an accessible price.
The article is written by Ted Mininni, the President of Design Force, Inc., USA
I wrote and published an article once with the title: “Advertising is Dead. Long Live Packaging”. Since POPSOP brought this up in my recent interview with them, I thought it worth discussing. While the title of the article is a bit of an exaggeration for the sake of grabbing attention, there’s more than a kernel of truth to it. With increasingly fragmented audiences and more consumers tuning out conventional advertising than ever, the whole proposition needs rethinking.
