Tag Archives: Branding

So, why is this Kotex spot notable?
Because it's funny? Well, yes. Of course. This is the Mortarblog. But that's not the biggest reason. This spot is notable because it doesn't treat its audience like idiots. Forgetting for a moment how sad is it that Not Being Treated Like An Idiot is frickin' miraculous, let us say this: if your competitors are all doing one thing, consider doing the other. Especially if "the other" involves being honest with yourself, and with your audience. You'll know you're doing it right when you get this weird feeling of exhilaration. It comes from trusting your audience. It comes from having nothing to hide. It comes from being proud to make or sell or do whatever it is you make or sell or do. You'll be amazed at what you get in return. Well done, Kotex.

Via The Dog And Pony Show.

If you didn't catch our mention on Adrants on Friday, then listen up: after a long, arduous journey not dissimilar to the Donner Party's, Our Reno Tahoe rebranding effort is taking a few baby steps into the public eye. If you're headed west over the Bay Bridge you'll see these billboards for the next year – so let us take a moment to say that while we strongly encourage a visit to Reno Tahoe, we strongly discourage whipping power u-turns mid-span. One board is powered by Twitter, so follow the tourist board @RenoTahoe if you're thinking of going up. Because a road trip to Reno Tahoe is great, but a road trip with a discount at the end of it is like a road trip wrapped in delicious bacon.

Old Spice is the brand you want your brand to smell like. Let’s jump in the Wayback Machine and see how they got there.

1957 – Elvis. Chevrolet Bel-Airs. And Old-Spice… “From the laboratories of Shulton.”

1967?– Not sure what year this is, but we’d guess ’66-’67. It’s wild! Swingin’! And makes us want to drink tequila even more than usual!

1971 – “If you’re a bespectacled dork, and you like to stalk sailors…Old Spice.”

1978 – Meanwhile across the pond, Old Spice becomes an iconic…surf brand?

1978 – And on this side of the pond, you can almost hear the drunken meeting between Research and Creative: “Girls like it. Order another round and bill the client.”

1983 – Old Spice Is Not For You. Yeesh.

1990 – We’re out of ideas! Dust off the Sailor!

2000-something – Bruce Campbell! Now we’re getting somewhere. Check out the ship in the background.

2010 – The one you’ve been waiting for. They even get the YouTube “More Info” copy right: “We’re not saying this body wash will make your man smell into a romantic millionaire jet fighter pilot, but we are insinuating it.” See? That’s called “understanding the conversation.” People are clicking through to see you – so be the brand you want your brand to smell like the entire time. Jet fighters and punching, gentle readers. Jet fighters and punching. Great, great stuff.