Popular manly antiperspirant brand Old Spice is rolling out a new inspirational promotion dubbed ‘Believe in Your Smellf.’ The new campaign, which has already taken the Old Spice UK Facebook page, is centered on the idea of every day championship and is promoting the new Champion set of a deodorant, an antiperspirant and a body wash from the Old Spice Red Zone line, which also includes After Hours, Aqua Reef, Pure Sport, Swagger, and Danger Zone products.
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adidas inspires people to take active actions in each of its campaigns, and the new promotion, which launched in the UK on April 7, keeps to this theme as well. The sport apparel giant, which is one of the sponsors of the London 2012 Olympic and Paralympic Games, kicked off a new Olympic-themed campaign entitled ‘Take The Stage’ to encourage all Brits to believe in themselves and be not afraid of sharing their talents with the rest of the world.
Being on diet can be really depressing, and sometimes even the result can’t make us happy. Unilever has come up with a controversial campaign for its Du Darfst brand of low-calorie products such as butter, sausage, cheese, spreads, prepared salads and more—the new marketing initiative, developed by Ogilvy Dusseldorf, encourages consumers to ‘Fuck the Diet’ (despite the campaign is in German, it uses the English tagline) and enjoy the food. The slogan seems to be even more controversial than those of Unilever’s AXE, which is thought to be launching the most outrageous campaigns, while the promotional elements are not edgy at all.
Kraft Food’s chewing gum brand Trident has launched a debut global campaign, which celebrates all the opportunities life can give us. The new ‘See What Unfolds’ campaign by Saatchi & Saatchi, New York, which broke on Monday, is targeted at millennials—people in their 20s and 30s, who want to experience everything the day can give and make their own decisions. In its core idea, the new marketing initiative, which as reported by Ad Age is set to roll out in at least 17 countries, including the U.S., is in some way similar to the controversial Diesel’s ‘Be Stupid’ or Levi’s ‘Go Forth’ campaigns combined, but of course is less provoking than the first one and less rebellious than the second one.
New ideas are often sourced from previous approaches. Miller Lite has returned to the old ‘It’s Miller Time’ tagline (now it has a new meaning) to encourage Americans to spend more time with their friends—not only for a beer. While in the previous campaigns under this slogan, which was used by Miller High Life in 1970’s and then returned for Miller Lite from 1997 to 2002, beer was positioned as a reward after hard work, now the focus got shifted to sociability. The new U.S. campaign, which is set to roll across multiple platforms including TV, social media and print, is to help the Miller Lite beer, which is the fourth biggest-selling beer brands in the USA, revive since its overall shipments dropped by 4.3 percent last year, CNBC reports.