April 17, 2012
March 26, 2012
Socializing A Killer Brand
I’m a big fan of San Pellegrino and especially love their Limonata and Aranciata soft-drinks. These drinks are unique and unparalleled in flavor as well as their packaging. They are not sugar-laden libations for kids, but have distinct tangy orange and lemon zest flavors, which appeal to adult palettes. The overall visual branding, which includes a beautifully designed tinfoil top that is peeled back to expose the flip tab, gives one a sense of being part of an exclusive Italian taste experience.
From a marketing perspective, however, I’m surprised by the lack of interaction this brand has with their customers and advocates. I reasoned that it’s just one of those instances where they want to stay scarce to fuel the mystique and cool-factor around the brand. This notion proved wrong though after reading that Nestle, their parent company, in the 2010 Annual report stated the following goals: “increase customer communication, differentiate our brands, commitment to shareholder value.” Other cool Italian products, like Peroni Beer, successfully manage their brand uniqueness and are actively keeping their brand top-of-mind, especially on Facebook.
What would I do differently as San Pellegrino’s Limonata brand manager? I would get inside the heart of my customers and brand advocates, and rapidly begin activing conversations to find out how they think. Peer-to-peer conversations would be encouraged and I’d start by pumping up their anemic Facebook experience with interesting content, giveaways and seasonal excitement. With summer a few months away why not have a contest for a circular beach towel that replicates the exquisitely designed Limonata can foil topper? I’d pay dearly for one of those so I can imagine how great it would be to win one. I’d also explore a number of on-brand giveaways from logo drink coolers to a pair of logo Marcello Mastroianni sunglasses!
As a brand loyalist, I’ve invented a number of summer cocktails whose main ingredient is Limonata and have demonstrated my brand passion by starting a San Pellegrino Pinterest Mood Board…so why not introduce Facebook registration for “Mixologist” alerts via mobile or Twitter when a new cocktail recipe has been approved/posted. The mobile experience could include delivery of a range of brand experiences from a retailer locator to allowing fans to upload photos of the product in the hands of advocates.
What is the measure of a brand’s success in the social realm? Whatever the plumb line is, Limonata falls short. I’ve introduced this product to several friends and neighbors. Nestle has a great product, they just have to find new ways to put a can in the hands of their future customers and facilitate the passionate conversations of current customers.
http://pinterest.com/roycdeyoung/san-pellegrino-limonata-aranciata-mood-board/
2 months ago • 0 notes
March 22, 2012
March 20, 2012
Top 5 Things Overheard Before An Ineffective Email Is Sent:
5. “Spam, schmam, the customer loves us!”
4. “Get the word FREE in the subject line at least twice, heck maybe three times!”
3. “The more big graphics the better”
2. “What’s this business about a preview pane?”
1. “Testing? Just send the same deal again, they’ll eventually respond!”
2 months ago • 0 notes
March 12, 2012
Extending An Iconic Brand: NEJM
My team and I just helped our client New England Journal Of Medicine promote the extension of their brand from print and Web to an iPad experience. Key messaging, campaign development, blogger outreach, print and email, our efforts are reaching and resonating with a time-starved, information overloaded medical and healthcare audience with measureable success.
2 months ago • 0 notes
February 13, 2012
Netflix & Original Content
‘Bout time Netflix, very good idea just looking at what HBO has accomplished by doing the same. And I did watch episode #1 of Lillyhammer and look forward to more, I really liked it!
3 months ago • 0 notes
February 8, 2012
Tumblr Spammers Should Be Shot!
If you have a Tumblr account be wary of bogus pop-up windows (branded like Tumblr) that request log-in. They will hack your account and post Starbucks ads by the dozens.
3 months ago • 0 notes
February 6, 2012
Beckham In His Briefs, H&M Not Encouraging A Conversation?
Seems that every woman I know is talking or thinking about the H&M Beckham TV spot today. People on the streets are handing out coveted little brochures showing off the exclusive line of Beckham bodywear available only at H&M stores. But where can one share or talk about this?
The website and brochures provide a link to shopping but nada for Tweeting, Facebook, QR codes, or other ways to keep this well-executed creative alive and top of mind. At the H&M Facbook page I clicked the pre-gate Beckham icon (one amongst many others on the page) and was directed to the website—no social opportunity! What is going on over at H&M? I don’t get how such a glaring hole could exist in a potentially stellar campaign.
3 months ago • 0 notes
February 1, 2012
L’oreal Ad Banned For “misleading…”
The client’s fault or the agency’s? Either way, the “misleading” advertisement with a super-airbrushed Rachael Weisz has been banned in the UK. And it was only a few years ago the actress also told Harper’s Bazaar that she would like to see Botox banned and that English women are much less worried about physical appearance than those in the United States! How times change. Check it out:
3 months ago • 0 notes
January 31, 2012
My Activism, Again.
I am not a big fan of what Monsanto is doing in regards to the global food supply and their negating true sustainability of species, soil and water. So I did what I tend to do when I get pissed-off at a brand, a really evil brand that is; rethink their logo for them!
4 months ago • 1 note