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_ P&G’s response to Unilever’ Axe deodorant success came in US and it’s called TAG
One of the best case studies in communication planning is Unilever’s Axe 7-year campaign “Helping young men get women”. They communicated this brand promise in every market to the same audience (18-24 y.o. males), in each contact point (TV, print, online, branded materials – like Axe Click below) whatever the line extension was (deodorant, shower gel).
It is simple, extremely creative and very powerful (see Cannes Lions 2006 winner campaign “Jet” – use Google and YouTube – and see how an integrated communication campaign helped the brand raise its market share to 84%). Now P&G is investing in US in a “me too” male deodorant brand called TAG which has the same brand idea as Axe. See its website (TV ads, online games) and draw your own conclusions.
Vechea meteahna a Stella Artois in UK: Inconsecventa (a doua parte)
Continuam campania Stella Artois cu al doilea print, tot in metroul londonez, doua statii distanta de Green Park. 
In ciuda interesantei executii (a starnit intersul multora dintre cei aflati pe peron in acea zona) trebuie sa subliniez inconsecventa mesajelor acestei marci de bere nu numai pentru piata britanica (cele doua reclame ruleaza concomitent), ci si la nivel global.
Dati click pe imaginea de mai jos pentru reclama full screen.
Joc-tip “Gasiti 5 diferente” intre MoneyGram si Western Union
Pentru ca am lucrat pe Western Union aproape 3 ani de zile nu pot sa remarc ca unele reclame WU sunt identice cu cele MG din punctul de vedere al scheletului mesajului si promisiunilor facute consumatorilor.
Cine are de castigat? Zi-mi tu dupa ce le comparari…
Reclama MoneyGram din metroul londonez:
Cum arata astazi pagina index a site-ului transferdebani.ro (unde apare promotia Western Union).
