A House Of Brands Or A House Of Cards?
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October 27, 2020, 7:30 am
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Audio Visual, Authenticity, China, Comment, Communication Strategy, Confidence, Content, Context, Creativity, Culture, Entertainment, Fake Attitude, Imagination, Immaturity, Innocence, Innovation, Marketing, Marketing Fail, Packaging, Planners, Relevance, Resonance, Standards, Wieden+Kennedy
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Audio Visual, Authenticity, China, Comment, Communication Strategy, Confidence, Content, Context, Creativity, Culture, Entertainment, Fake Attitude, Imagination, Immaturity, Innocence, Innovation, Marketing, Marketing Fail, Packaging, Planners, Relevance, Resonance, Standards, Wieden+Kennedy
Yes it’s real.
Yes, it has been out for at least 4 months.
And yes, there are so many things I could say about it … but I’m relying on you do it for me.
I will say this however …
When I worked on Old Spice at Wieden – which was only for Asia and had little to do with the great work from Portland – we were adamant that while the creativity should be allowed to explore all manner of mad worlds, the packaging/fragrances had to communicate stability because otherwise there was the danger the whole brand would look like one giant joke.
Or said another way …
The product had to allow madness around it rather than try to compete with it.
I’ll leave it there, over to you …
19 Comments so far
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This can’t be BBH.
Comment by George October 27, 2020 @ 7:39 amI’ve just looked. It isn’t. I’m so relieved.
Comment by George October 27, 2020 @ 7:40 amHahahahaha.
Comment by Rob October 27, 2020 @ 7:47 amI always remember one of my first clients told me, when you try to be deliberately different, you don’t look cool, you look desperate.
Comment by George October 27, 2020 @ 7:42 amNo doubt this will be explained as ‘a provocative move to redefine the role of scent in our lives’.
But what I will say is that liking/hating the taste of something, doesn’t mean you will want to spray it all over yourself. I love kebabs, but I wouldn’t do that. Probably.
Comment by Rob October 27, 2020 @ 7:46 amWe’ve just discovered the best way to ensure social distancing.
Comment by Pete October 27, 2020 @ 7:59 amOr an unexpected vaccine for corona virus.
Comment by Bazza October 27, 2020 @ 8:06 amGoing from spray on sex to spray on shit.
Comment by Billy Whizz October 27, 2020 @ 8:15 amGood thinking you stupid planner twats.
Yep, that’s a pretty fair point.
Comment by Rob October 27, 2020 @ 8:46 amThe category is built on confidence. What is the confidence this product offers their customers?
Comment by Lee Hill October 27, 2020 @ 11:32 amThe confidence to have people smell you and call you a bloody idiot.
Comment by Rob October 27, 2020 @ 11:37 amstrategists. wankers.
Comment by andy@cynic October 27, 2020 @ 12:53 pmBrand purpose, limited edition sneaker collaborations and stuff like this – it’s all marketing via press release, it’s gimmicks all the way down and it’s the epitome of short-term tactics at the expense of longer-term strategy.
Comment by John October 27, 2020 @ 9:08 amYep. I would value it more if it was linked to something more long-term … more deeply connected to what they believe and work towards, but this ‘as long as it get’s attention it’s worth it’ attitude is not just short term, but – in the main – destructive rather than constructive.
Comment by Rob October 27, 2020 @ 9:14 ama bunch of agencies made a bunch of unilever brands good and then the arrogant fucks thought they knew it all and took it from the agencies who made them and gave it to whoever would do whatever the fuck they wanted for the cheapest price. nothing shows your agency is fucked than working with unilever.
Comment by andy@cynic October 27, 2020 @ 12:52 pmNailed it.
Comment by DH October 27, 2020 @ 1:48 pmI am inclined to agree.
Comment by George October 27, 2020 @ 4:09 pmI had to look up marmite. I’ve seen horror movies that are more welcoming.
Comment by DH October 27, 2020 @ 1:49 pmfucking liteweight.
Comment by andy@cynic October 27, 2020 @ 2:25 pm