But what if you're a company like Dial, with a product that's 60 years old and still does the job?
You can leverage your position and heritage of your original product in a way that makes the whole male grooming craze seem just a little silly. Here are a couple of ideas that do just that (click on the images to see them full size).
And because the real benefit of being clean is all about attracting that certain someone...
A little juvenile? Maybe. Memorable? You bet.
My thanks to Charles Destinon, art director extraordinaire, for his help developing these concepts.
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I about choked on my latte when I read the James Bond ad... :P
ReplyDeleteI hope that's a good thing. They just made it way too easy.
ReplyDeleteSome brands are like the Great Alexander who stepped well outside his comfort zone and formed alliances with those hearts and minds he won. Other brands are comfortable within the walls of their kingdom's, afraid the new territory will be far to vast for their brand. Ask any brand’s accounting department if they fear new territory and they will quietly conspire to have you cast out.
ReplyDeleteRightfully so. Only Great Brands are remembered. Greatness is more than who you are, it’s what you say and what you do.
No doubt about it, this category is just begging for a "damn right your dad drank it" approach.
ReplyDeleteThanks Dan. It's just a classic case of for every trend there's a counter-trend just waiting to be tapped into. No doubt, this category is ready.
ReplyDeleteLove it!
ReplyDelete