Thursday, June 4, 2009

Absolut Gets Naked for the Gays. (Thankfully, Alec Baldwin just writes.)

As long as there is someone being discriminated against, there will be an opportunity for anyone – even a brand – to take their side. And in so doing, take the moral high ground.

Here, Absolut Vodka loses its label for folks being discriminated against due to their sexual orientation. “In An Absolut World, There Are No Labels."

The vodka brand goes on to say, "The vision from Absolut is to challenge the entire concept of labels and prejudice, in pursuit of a more diverse, vibrant and respectful world.”

Creatively, this is so simple and gutsy, it's great. And it works because the bottle is so iconic, even without the name of the product printed on the front you know exactly what brand it is. Not many brands can do this. Absolut realized they could, and then had the guts to take their name - arguably their very brand - off the package. That's cool.

And while the topic of Prop 8 is hot, Alec Baldwin offers his unique clarity in a little article, found HERE.

To see how another huge brand is responding to Prop 8, click HERE

Tuesday, June 2, 2009

NBC is a Brand. NBC is a Brand Doing Good

If you’re NBC, how do you do good? You have no physical product, no stores to appear in, your product isn’t filling land fills.

First, maybe you realize that any loyalty you may have is likely to the shows, not to your network. Secondly, use what you have.

NBC has millions of viewers who love certain characters on their shows. The asset they’re leveraging here is not the viewers, and it’s not so much the celebrities, but it’s the LOVE. One nice thing about doing good: celebrities like to join in.

The spots are as entertaining as the shows (well, some of them are), so people won’t change the channel.

Is the program working? All I know is, if it’s mainstream enough for the leading major network to get behind it, then I’ll bet more of mainstream America is “greening their routine.” It’s “normal-ified.” Here’s a bit about being healthy:

A star-studded clip about NBC’s “The More You Know” program in this handy video.

Even better, are NBC’s fake PSAs featuring the cast of The Office. (There’s a bunch of them on YouTube.) Here’s some useful information from Dwight Schrute about the Arctic Wolf.

If all your brand has is a loudspeaker and a spotlight, then that's what you can use for good. And guess what, your customers like you for it.

Monday, June 1, 2009

A Tree Falling In The Frosted Flake Forest

Apparently, Frosted Flakes is doing good.

Maybe I’m not hearing about this because I’m not watching Saturday morning cartoons. But I do pay attention to advertising. I have no idea why this isn’t getting more chatter. Perhaps kids’ ballparks isn’t as PR-friendly as a “green” program? Perhaps the media department fell asleep at the wheel? I don't know.

I will say this. The audience is pretty narrow. The ads seem to talk to parents, but only parents of little league players. (Including Tony the Tiger only makes sense, since he’s such an icon for the brand.) But for the 90% of parents out there whose kids aren’t in little league, this pitch doesn’t work. (The “Plant A Seed” language is confusing. Makes me think it’s a save-the-planet thing. “Fields of Dreams” or something would’ve been closer.)

I also resent the “write us a letter and we’ll decide if you’re worthy” approach. I’m all for consumer involvement, but this smells judgmental for some reason. I’d rather know that every box that I buy sends a little money toward the effort. That’s easier for me, and a real reason to buy.

Your heart’s in the right place, FF. the campaign is even integrated with their web site, etc. But the execution of the program? Not ggrrrrreat.

See their site, HERE.

(I believe this was done by Kellogg's agency, Leo Burnett.)