Social Responsibility: Loads of Hope!

I recently went to the store to pick up some laundry detergent and came across Tide's new campaign, "Tide Loads of Hope".
When a bottle of Tide with the yellow cap is purchased, a portion of the price is donated to the service. Tide Loads of Hope is a mobile laundry mat that is transported to areas where a disaster happens to help the locals wash clothes in those difficult times. Besides purchasing the yellow cap bottle, an individual could contribute by purchasing a Tide t-shirt on , or by becoming a team member.
I read an article on adweek.com regarding socially responsible companies will boost brand perception. The article states that 70% of consumers are willing to spend a premium for products from socially responsible products. Tide's socially responsible act of Loads of Hope was featured in this article. What I take away from this campaign is the sense of doing something to help our communities, while also boosting brand perception, will result in higher profits.

Office Linebacker: Reebok

Terry Tate, or also known as Triple T, is the office linebacker for Felcher and Sons. This campaign was produced for the 2003 Super Bowl for Reebok. There are a total of 9 short episodes that are now located on youtube.com. Terry Tate helps improve productivity at Felcher and Sons by using his unorthodox tactics. Tackling, yelling and cursing are just a few of his tactics to get people to stay on task. It was said to be one of the most powerful campaigns in Super Bowl history. The only signs of the brand, Reebok, are on his necklace and jersey. The brand is never mentioned otherwise in all 9 episodes. Here is the first episode of Triple T:



What caught my interest was the catchy and funny nature of the campaign. It had nothing to do with Reebok, but did a great job of embedding it discretely. By creating a story that has nothing to do with Reebok, except for the football nature of the ad, it can be attracted to many different audiences.

Pepsi Refresh Project

The Pepsi Refresh project is designed to allow individuals, groups, companies and organizations to develop an idea that can positively change or improve their community. There are two ways individuals can get involved with this project. The first is to come up with an idea and promote that idea through a number of ways. The second is to participate in the voting of the ideas. It gets consumers involved with each other by creating and voting for ideas that will positively change communities around the world. Below is the commercial that promotes the Refresh project.



Pepsi has developed a social campaign where consumers communicate with each other through social media. Pepsi created the Refresh Everything web page where you can check updates of the top ideas, vote, and communicate with those who have created ideas. Pepsi has had a tough time with gaining a large following on Facebook and Twitter with Coke having five times the amount of fans, which is roughly 4 million followers and fans. Pepsi felt this campaign could help obtain a larger following. Even after this contest is over, Pepsi can use the social media venues as sites for promotional campaigns. Pepsi also incorporated its Pepsi One drink, which is its diet Pepsi with zero calories.

What I take away from this marketing campaign is the ability to sell a brand without selling a product. What I mean by this is the name Pepsi is being sold, not the product, because it does not talk about the flavor and quality of pepsi refreshments. It talks about how Pepsi is changing the world by providing money to those who come up with great ideas to help communities.

"Look At Your Man..."

Proctor & Gamble's Old Spice line has taken a new turn when it comes to hygiene products for men. For one, this is a completely different type of advertisement for P&G, a company that produces a number of consumer products. It's humorous, catchy, and all around appropriate for what the message is trying to express. It associates the scent with what a man could smell and be like. This ad campaign is so effective that it has already had 6.6 million viewers on Youtube alone. They are making a better name for scented body wash products for men, that are sophisticated and don't use the typical "AXE" message strategy. Overall this marketing strategy caught my attention and gave me insights as to how I can reach a target audience in the future, with just a simple consumer product.