today's AMAZING TV AD : honda's "cog" 2 minute tv spot

for more on this, go to this post :; april 14 post.
the inspiration is mount pinatubo when some years ago, all of a sudden, after decades of being dormant, it decided to erupt, spewing debris and ash several kilometers high, blowing ashes to float everywhere, far and wide, turning the skies gloomy gray as far away as metro manila, hundreds of kilometers away, covering metro manila streets and rooftops with thick ash. the pinatubo eruption was so powerful that its ashes changed the color of sunsets not only in the philippines but also worldwide.

that's what happens when clients and advertising agencies decide to run ads not worthy to be called advertising. its dark, its huge and very irritating and unfortunately, everywhere!

all they are doing is wawam! what a waste of advertising money!

here is a first row view of Philippine Advertising and Philippine Marketing.

mount pinatubo erupts shooting ashes several kilometers high, then floating to blanket many other towns hundreds of kilometers away

World Clocks

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Sunday, April 20, 2008

safeguard soap under attack! the start of a soap war?

saw this pair of print ads in the Philippine Star today - they are teaser ads for an impending launch of new soap brand. it's a blatant attack on safeguard soap, the market leader. and i think this is the start of a soap war in philippine advertising.

safeguard has been the traditional market leader in the personal care category. at it's peak safeguard had 50% to 60% market share of the total philippine personal care category. that has now dwindled with copycat and low priced local products like green cross but safeguard is still the market leader. many have tried to pull down safeguard's market share but few have succeeded, it's superior germicidal positioning has been very formidable.

the launch of this yet to be named brand is quite interesting as i hope it will revitalize and bring some excitement in the toilet soap category, long been boring with very few activities. aside from that, those print ads are quite aggressive - it's a blatant and very direct challenge to safeguard's leadership and positioning.

if i'm right, the direction this new brand is taking in attacking safeguard is something that i have thought is the way to go to take leadership from safeguard. we don't know what the campaign is yet, but if the teaser print ads are an indication, they could be onto to something here.

safeguard will be defended vigorously, that is for sure. if i remember it right, safeguard is an ace-saatchi & saatchi brand, i wonder if this new brand is a uni-lever product. so we are talking of a uni-lever vs p&g and saatchi vs lowe battle here? does the two ad agencies have what it takes to win over the other?

next in WAWAM! what safeguard should do.

this is one of the safeguard soap tv ads aired some years ago when safeguard reached it's highest market share in its history.

to be continued....

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