Changing behavior is one of the hardest things to do in marketing.
In drought-stricken California, the nonprofit Southern California Water Committee (SCWC) has rolled-out a creative marketing campaign to persuade consumers to conserve water.
What if you could turn a used soda bottle into a paint brush, pencil sharpener or water squirter?
You can. In Vietnam. Thanks to Coca-Cola.
The soda giant has launched a simple, yet brilliant marketing promotion that combines environmentalism with brand building.
Coke is giving away a series of 16 special caps that screw onto used soda bottles and transform them into fun and useful objects. Consumers get the caps for free upon product purchase.
The program is called 2nd Lives, and is part of Coke’s sustainability efforts. Continue reading
A Swedish flooring company demonstrates you can breathe new life into an old marketing tactic: sampling.
No, I’m not talking about carpet squares mounted on a board or a child’s toy-sized piece of wood floor.
Forbo Flooring Systems, working with agency Valentin&Byhr, figured out how to break-through to the architects who spec their products. They created flip-flops made from the floor material, and packed it up in a gift box: Continue reading
Did you see Will Ferrell being interviewed in Ron Burgundy character last week on Conan O’Brien? Funny stuff.
It was part of the marketing for the upcoming movie sequel: Anchorman 2 – The Legend Continues.
That marketing also includes Dodge Durango using Ferrell portraying Ron Burgundy to sell cars.
Dodge-Anchorman Marketing Connection
Beyond the Conan O’Brien show laughs, I noted and then had to check Conan’s comment about how the Ferrell/Burgundy commercials increased Dodge Durango sales 59% in October. Yep, Conan had his math right. As for the causal effect, more in a moment. Continue reading
That’s what I wanted to know last week.
The answer: Kiehl’s, the self-proclaimed “purveyors of the finest skin care” products, wants to boost sales with men.
So they targeted WSJ readers in New York, Los Angeles and San Francisco on June 6th with a high-quality Marvel custom edition insert. It caught my attention for marketing investigation purposes.
Call it content marketing, branded content or co-branding. The “comic book” features a Captain America cover and 12-page custom comic book story, plus seven more pages of men’s skincare advertising from Kiehl’s, who claim they don’t advertise.
I understand the marketing logic for high-end grooming products targeted to men who read The Wall Street Journal. The newspaper has frequent ads for premium-priced products, including for men.
It’s hard to explain the comic book connection, though. Continue reading