budweiser has been my all time favorite during the super bowl. and this one is not an exception. it's simple and simply funny. it scores!
beer is an every man's drink. and most every man watching the super bowl will most likely be drinking beer. that is the reason why this ad will work.
one question that comes to mind is - does a brand want to have a brand character of being a sleeze who buys porn? while that's a legitimate question, what trumps the concern is the point that this is an ad that every man will most likely find funny and something, while not really exepriential for most, it is a situation every man can relate to.
it's the humor that will get you in this ad. the humor that portrays the life and times of every man. that's empathy that makes you laugh and that is why this ad works very well.
mount pinatubo erupts shooting ashes several kilometers high, then floating to blanket many other towns hundreds of kilometers away
Saturday, January 31, 2009
super bowl XLVIII (2009) : coke's sizzling tv ad
just gorgeous production values. well lit, great colors, just simply well done. it's not the coke ad we are used to seeing but this one gets you to pay attention and appreciate nature.
what is the song that they have in this ad? i could not care less for it. they should have used a more familiar song/melody as music bed. a great music would have improved this ad twofold.
what is the song that they have in this ad? i could not care less for it. they should have used a more familiar song/melody as music bed. a great music would have improved this ad twofold.
super bowl ads - how and why doing the best needs to be at the super bowl
this is a great article to read for any marketer who is looking into advertising at this time of economic downturn. this will tell you why advertising at this time is needed and how to do it.
the cost of a super bowl ad, reportedly at US$3 Million per 30 second commercial and set within the context of uncertain business gains has made getting it right on the kind of ad to air at the super bowl as a most important goal.
the cost of a super bowl ad, reportedly at US$3 Million per 30 second commercial and set within the context of uncertain business gains has made getting it right on the kind of ad to air at the super bowl as a most important goal.
Marketers face pressure to deliver with Super Bowl ads
By Bruce Horovitz, USA TODAY
For most Super Bowl advertisers, there's one sure thing about being in the game: the pressure.
And thanks to the imploded economy, this one on Sunday may be the all-time pressure cooker. The decision to spend $3 million — $100,000 a second — to air a 30-second Super Bowl ad seems almost indefensible.
It is a particularly sticky wicket after a week in which 70,000 layoffs were announced and labor statistics set a couple of firsts: Unemployment was up in every state in December, and people getting unemployment benefits has hit a record. The quiet question: How many jobs could be saved by not running a Super Bowl spot?
"This is the first Super Bowl of the Great Depression 2.0," says Steve Hayden, vice chairman at Ogilvy Worldwide perhaps best known as the co-writer of the "1984" Apple ad that set off the Super Bowl ad frenzy 25 years ago. "Being on the Super Bowl this year is like driving around in a Duesenberg in 1929."
Don't tell that to 30-some brands that bought the 33.5 minutes of ad time in the NBC game broadcast, including veterans such as Budweiser, Pepsi and Coke and first-timers such as Kellogg's Frosted Flakes, Pedigree pet food and Denny's.
The common goal: $100,000-a-second worth of ad buzz. Buzz means Web hits after the game and, in good times anyway, that translates into sales.
There's no telling what it means in the worst of times, which is why NBC had two ad slots left Thursday. "I'm not going to tell you it hasn't been a tough slog," Dick Ebersol, chairman of NBC Sports, said early this week. "But we have not crashed price in any way, shape or form."
Advertisers who bought in are rethinking what to air. They're doing more research. They're focusing on hallmarks such as heritage. They are even alluding to the economy — some seriously, some with a chuckle.
"The biggest danger every Super Bowl advertiser faces is being ignored," says advertising research guru Don Bruzzone.
That's a real danger this year, says data from researcher Gallup & Robinson. Record low consumer confidence is likely to result in record-low consumer recall of Super Bowl ads, says Scott Purvis, president.
For 12 years, he says, there's been a direct relationship between people's confidence in the economy and the attention they pay to Super Bowl ads, so advertisers face "an additional headwind."
"More than ever, it's a desperate move to buy time on the Super Bowl," says ad guru Carol Moog. "Some are going to feel stupid. Some are going to feel guilty. Some are going to feel they've done what they have to do, since being on the Super Bowl presents an image of health."
In fact, some Super Bowl advertisers bought in this year not to sell products but to prove to consumers that "we're still around and always will be," says Martin Lindstrom, author of Buyology: Truth and Lies About Why We Buy.
For others, the cost of the image boost is too high. General Motors and FedEx, two Super Bowl ad regulars, passed this year.
"As a country, we are in unprecedented economic waters," explains Steve Pacheco, FedEx ad chief. "Being in the game simply sends the wrong message to employees and FedEx constituents."
GM has no major vehicle to launch and has been slashing ad spending. "It made more sense to pass," says GM spokeswoman Kelly Cusinato.
Those who didn't pass have been scrambling to justify their supersize marketing investment.
"Advertisers will wake up the day after the Super Bowl and say, 'That was a big red herring,' " says Robbie Blinkoff, a cultural anthropologist. "They need to focus on the next 10 years, not the next 10 minutes."
Pessimism angers some
Such pessimism infuriates NBC executives and Super Bowl advertisers — particularly those who have been at it longest and invested many millions of dollars to methodically build brand images around the Super Bowl.
Anheuser-Busch has been at it since 1989. "We're long-term committed (to the game), through recession, boom or bust," says Bob Lachky, chief creative officer of the beermaker, which will air 4.5 minutes of ads. "It's the best way for us to reach the largest number of adult beer drinkers. There's not one meeting have I sat in where anyone questioned it."
Massimo d'Amore, CEO of PepsiCo Americas Beverages, says an imploding economy won't dampen Pepsi's Super Bowl ad plans. "It's an historical opportunity to bring a moment of joy to consumers who have been squeezed."
Then there are first-timers who insist the opportunity was too enormous to pass up.
"We have to be really smart about the decisions we make in this downturn," says Nelson Marchioli, CEO of Denny's, which promises an ad with an "unprecedented deal" on its Grand Slam breakfast. The point, he says, is to get people to reconsider Denny's. "Not only do I want to survive this downturn, but I want to take back share."
As never before, Super Bowl advertisers are putting extra time and effort into preparing for this game within the game by:
• Upping research. Advertisers are testing and retesting ads "within an inch of their lives," says Hayden.
Even in the downturn, A-B is doing its usual intense "battery of testing," says Lachky. Ads have been prescreened by up to 600 consumers in three cities, and about a dozen possible ads have been whittled down to a handful.
• Eyeing return on investment (ROI). "In an environment like this, we are even more so looking for return on investment," says Richard Castellini, marketing chief at CareerBuilder.com, a job-hunting site jointly owned by Tribune, McClatchy, Microsoft and USA TODAY parent Gannett.
Advertisers are factoring in ROI because employees, shareholders and viewers will ask hard questions, says Linda Sawyer, CEO at ad agency Deutsch. "This year, consumers will not only weigh in on whether it's a great ad, but whether it's a good investment."
• Creating extra spots. Hyundai shot nine commercials, from which it selected two for the game, says Joel Ewanick, vice president of marketing. The carmaker also is the title sponsor of the pregame show.
CareerBuilder ordered four TV spots from which it will pick one or two. It's all about ads that get response, says Castellini.
• Scrutinizing agencies. "Our clients are being much more careful about overseeing us," says Jeff Goodby, co-founder of Goodby Silverstein & Partners. The agency has spots for Hyundai and Denny's and is overseeing Doritos' online Super Bowl ad competition for video by consumers.
• Being mindful of the times. Advertisers are thinking extra hard about what they're saying — and why — says Goodby.
Client Hyundai will air a spot promoting its recently created Hyundai Assurance program, which lets Hyundai buyers who lose their jobs return cars without damage to their credit. The Assurance ad replaced a spot for a new Hyundai Genesis coupe, explains Ewanick, because "there's no better place" to broadcast the message than on the Super Bowl.
A lighter A-B ad shows what happens to a corporate bean counter who suggests one cut too many: No more Bud Light at budget meetings.
• Exploiting rivals' absence. Audi knows most competing luxury car brands will not be in the Super Bowl. "If competitors are hitting the brakes, we think if we can accelerate now, we can post a lot more gains," says Scott Keogh, chief marketing officer. The Audi ad features a Hollywoodlike car chase with a twist.
In fact, brands that invest in marketing during a recession tend to gain market share when the recession ends, says author Lindstrom. "Even though it sounds absurd to see brands advertise at a $3 million price tag, it may pay off very well in the long run."
• Listening to retailers. Audi has had "exhaustive" conversations with dealer groups, says Keogh. "They said they want us to keep our foot on the gas in this market and return to the Super Bowl."
• Tweaking Web strategy. Last year, about 300,000 Super Bowl viewers who saw Hyundai's ads went online before the game was even over to leave their addresses to get more information, says Ewanick. This year, Hyundai expects an even larger online response during and after the game with its "Assurance" spot.
• Trying to make ads that get talked about. Two Super Bowl spots — for PepsiCo's SoBe Lifewater and DreamWorks movie Monsters vs. Aliens— will air in 3-D. This increases the cost of the spots and complicates viewership — Pepsi has given out about 125 million pairs of cardboard 3-D glasses needed to get the full effect.
"We are convinced our brand has to move at the speed of culture," says d'Amore.
•Avoiding negative imagery. Many Super Bowl viewers have been affected, directly or indirectly, by job cuts. That made online broker E-Trade more careful about poking fun at traditional big brokers, which have seen huge layoffs and even liquidation, says Nicholas Utton, chief marketing officer. E-Trade's ad again features the talking baby.
•Cutting back on ad time. E-Trade will air one ad instead of its usual two. "We've got shareholders and investors out there," explains Utton. "At the end of the day, one ad is just right."
•Focusing on brand values. A-B will be represented by its familiar Clydesdale horses in a record three of its ads, says Lachky. "Consumers are looking for a message that reinforces certain values, tradition and heritage."
http://www.usatoday.com/money/advertising/2009-01-29-super-bowl-ads-marketers_N.htm?csp=usat.me
Friday, January 30, 2009
Super Bowl XLIII is here and so will the great new tv ads
many of these ads are produced only for the super bowl and some are aired only in the super bowl, meaning they get aired only once. some brands and most notable is steve job's apple macintosh has used the super bowl as a successful launch pad for new products and new advertising. (read about the successful apple macintosh launch in 1984 here: http://the-wawam-file.blogspot.com/2008/03/this-apple-tv-ad-started-it-all-for.html; we have also featured many super bowl XLII ads in this blog.).
but fame and glory comes with a hefty price tag. that is another tradition in the super bowl. the rumor is an ad at super bowl XLIII will cost US$3 Million per 30 second spot! that to a lot of many brands in the philippines is the whole marketing budget for a year!
it's not just the price tag of a 30 second ad that has a lot of numbers in it, the audience is also huge. the super bowl is one of the most watched event on tv in the US. super bowl parties in many american homes are organized for the purpose where the whole family and friends gather to watch the whole thing. so, the $ amount may be worth it.
but for WAWAM!, we're not in it for the tail gating parties, and not just for the game, but for the ads.
Monday, January 26, 2009
manny villar's itik tv ad - dirty hand or clean hand?
senator manny villar has a new tv commercial - with mr. pacifico de la cruz, an itik (duck) 
farmer. it's a continuation of his advertising strategy but executionally, it had lost the single-mindedness his ofw ads had. there are also other things in the ad - like his hand. is it dirty or not? and his shirt? dirty or not?
read about it here : http://2010presidentiables.wordpress.com/
farmer. it's a continuation of his advertising strategy but executionally, it had lost the single-mindedness his ofw ads had. there are also other things in the ad - like his hand. is it dirty or not? and his shirt? dirty or not?read about it here : http://2010presidentiables.wordpress.com/
mcdonald's "burger! burger!" tv spots
hearing "burger! burger! burger!" has become common. we were imagining that reading this copy line off a storyboard would have sounded weird and boring, but the line has evolved to be a hit for users when viewed in the mcdo ads.
it's the power of the context by which it was said and the tongue-in-cheek treatment of the ads. the teen ad has a feel of being a home made video and looked very much unrehearsed. and that is where the appeal of the ad lie.
the lolo and lola (grandfather and grandmother) ad is a surprising twist to the series of ads. and taking the whole gives it a good mix of fun and reinforces memorability of the ads.
the ads puts mcdo cheeseburger as the meal of choice for celebrating the mundane, cheap thrills and the unexpected. this gives mcdo an everyday, anytime meal positioning but with a twist of fun and wholesome craziness.
it's the power of the context by which it was said and the tongue-in-cheek treatment of the ads. the teen ad has a feel of being a home made video and looked very much unrehearsed. and that is where the appeal of the ad lie.
the lolo and lola (grandfather and grandmother) ad is a surprising twist to the series of ads. and taking the whole gives it a good mix of fun and reinforces memorability of the ads.
the ads puts mcdo cheeseburger as the meal of choice for celebrating the mundane, cheap thrills and the unexpected. this gives mcdo an everyday, anytime meal positioning but with a twist of fun and wholesome craziness.
mea culpa : The 10 Most Embarassing Award Winners in Automotive History
this is a most interesting article not only for car lovers, but also for marketing practitioners. this is the first time i have read an article of this sort and it is quite refreshing to read something where an "authority" admits to being wrong. it's a great read for all of us, but it is stomach churning if you own any of these cars.
Dishonorable Mention: The 10 Most Embarrassing Award Winners in Automotive History
Don’t tell anyone, but we’re not always right. Neither are those other magazines.
By The CARandDRIVER.com Staff
Here and now, in vivid HTML, Car and Driver formally apologizes for naming the Renault Alliance to the 1983 10Best Cars list. For the last 26 years, it’s been gnawing at our collective gut like a shame-induced ulcer. The car was trash. We should have known that back then, and it’s taken us too long to confess our grievous mistake. Let this frank admission be the start of our penance.
It’s not the only blemish on our record, and we’re not the only publication to recognize a few stinkers with its highest honor. The history of automotive journalism has seen flaming piles of poo named “Car of the Year” even as they attract product liability lawsuits by the acre-foot and hunks of crud honored as “All-Stars” at the very moment buyers are seeking reimbursement under lemon laws.
It’s always a risk making judgments based on the initial exposure to a car, and sometimes a vehicle’s ultimate crappiness only reveals itself with the fullness of time. We’re all subject to hype for something that seems new, different, and maybe even better, and in this business, we all feel the crushing pressure to be timely, amusing, and authoritative. Being wrong is always a risk. Still, here are ten award winners for which somebody needs to apologize.
read article in full here: http://autos.yahoo.com/articles/autos_content_landing_pages/846/dishonorable-mention-the-10-most-embarrassing-award-winners-in-automotive-history
Sunday, January 25, 2009
hot ideas for tHe idiOts proMo
holistic dog food
- 50% price discount on holistic dog food - some fantastically wild price discount would have been the best promo they could have done for holistic. not being in the market for 3 months meant all their previous buyers have shifted to other brands and they have earned the hate and anger of these disappointed buyers. the best way to win them back to the brand is a huge price discount. they could have done this for at least one month to make sure they are able to capture the purchase cycle.
- letter of apology - this should have been done on week 2 from the time they knew they will not have stocks for 3 months. of course they knew this - they import the brand from the US and it takes anywhere from 6 weeks to 8 weeks to get the goods from the US to arrive at philippine ports. the letter of apology would have also included an explanation on the stock outs and announce a hot line number that buyers can call to get up-todate information on availability. this is the least that they could have done. dog owners should have been given accurate information to plan ahead.
- piolo pascual detergent container - a container where labanderas can store their speed babad powder with of course piolo's face on it.
- piolo pascual batya (wash basin) - with piolo pascual's face at the bottom. the labanderas can stare at piolo's handsome face the whole time they are doing their soaking.
- piolo pascual bangko (small chair) - with piolo pascual's face on the chair. you don't do a lot of seating down when you soak clothes but we are sure its a titillating thought for labanderas to be seating their butts on piolo's handsome face. whew! hot!
Saturday, January 24, 2009
mar roxas' new tv ad - murang gamot, hindi nagmumura (cheap medicine, not cursing)
mar roxas has a new tv ad. the message of cheaper medicine is good and meaningful but is it the right thing to do for his brand image given his recent "putang ina" (SOB) brand image?
there are tactical and executional errors in this new tv ad. read about it here: http://2010presidentiables.wordpress.com/
there are tactical and executional errors in this new tv ad. read about it here: http://2010presidentiables.wordpress.com/
Friday, January 23, 2009
Wellmade Inc.'s Speed Babad piolo pascual "musical" tv spot is, well, not well made
we see this tv spot of speed babad (soak) often on tv. they got the media money, but how we wish they took some of it to make a good TVC ad?
this is one more of those no-brains celebrity endorser tv ad where they think all it takes to make a good ad is to simply shove a celebrity's face into the ad and it will generate business for the brand. with so many of these types of celebrity endorser ads in philippine advertising, the conclusion is that the whole industry has lost it's sense of purpose and has forgotten what makes celebrity endorser ads work versus other types of ad formats.
this one has piolo pascual, the country's celebrity matinee idol. yes, that is the first question you ask yourself - what has piolo pascual, a male, got to do with washing clothes. we are not even talking about the washing machine type, we are talking of hand-washing. probably anywhere from 99.0% to 99.99% of clothes washing in this country are done by females.
obviously, this ad has just violated one of the most important principles of celebrity endorser ads by putting a celebrity endorser who do not hold any sort of authority and even experience on the product the ad is selling. the reason they put piolo in that ad has nothing to do with enhancing the brand image or product efficacy, but rather he is in that commercial because he is famous among women. it's using a celebrity endorser for the sake of using one.
this ad fails a second time, please view the ad.
the location of the ad is on a river by the mountains. what???
we see piolo on a raft going to where the women where and throughout the commercial we see mountains and trees on the background. this is not comedy, but the location of the ad made me laugh.
are we to believe piolo travelled miles upon miles on that river on a raft to reach the women? and are women who wash clothes on the river really look like that and dress that way? not only that, they had swimming pool lounge chairs and orange juice with ice up in the river of a mountainous area.
it makes sense that they situate the brand in clothes washing by the river. based on research, a certain percentage of clothes washed in the rural areas are actually done by the river using the water from the river. so from a marketing stand point, that can make sense.
but that legitimate marketing thinking is all thrown out down the river by using piolo pascual and those women looking like that in this commercial. the women all looked liked commercial models or celebrities themselves, something like maybe less than 0.5% of actual women who do hand washing by the river look like.
they also can't expect us to believe that women who look like that, dress like that and most likely belong to the AB socio-eco class actually do hand washing of their clothes (they have washing machines); and that they do it themselves (they have maids to do the machine washing of clothes), and that they do it by the river in the mountains (they rarely go there, to pass through it on their way to their vacation house in baguio)???
this ad has lost all semblance of believability and credibility.
that has been totally lost that i did not want to bother to listen to the copy in the ad. but i had to.
it positions speed babad as the better alternative to hand-washing, to do soaking instead to allow the women to relax and get out of the losyang (frump). they use a common term, "power whitener" as reason why. we are sure that has been used by other detergents in the past, perhaps in the 60s and 70s. (hahaha)
they also use a very common product freight - a magnifying glass showing "dirt" being removed from the microscopic meshes of the cloth. again a device that has been most likely used in the 60s and 70s.
what do we have here? let me count the ways on why we think this is a WAWAM!
this is one more of those no-brains celebrity endorser tv ad where they think all it takes to make a good ad is to simply shove a celebrity's face into the ad and it will generate business for the brand. with so many of these types of celebrity endorser ads in philippine advertising, the conclusion is that the whole industry has lost it's sense of purpose and has forgotten what makes celebrity endorser ads work versus other types of ad formats.
this one has piolo pascual, the country's celebrity matinee idol. yes, that is the first question you ask yourself - what has piolo pascual, a male, got to do with washing clothes. we are not even talking about the washing machine type, we are talking of hand-washing. probably anywhere from 99.0% to 99.99% of clothes washing in this country are done by females.
obviously, this ad has just violated one of the most important principles of celebrity endorser ads by putting a celebrity endorser who do not hold any sort of authority and even experience on the product the ad is selling. the reason they put piolo in that ad has nothing to do with enhancing the brand image or product efficacy, but rather he is in that commercial because he is famous among women. it's using a celebrity endorser for the sake of using one.
this ad fails a second time, please view the ad.
the location of the ad is on a river by the mountains. what???
we see piolo on a raft going to where the women where and throughout the commercial we see mountains and trees on the background. this is not comedy, but the location of the ad made me laugh.
are we to believe piolo travelled miles upon miles on that river on a raft to reach the women? and are women who wash clothes on the river really look like that and dress that way? not only that, they had swimming pool lounge chairs and orange juice with ice up in the river of a mountainous area.
it makes sense that they situate the brand in clothes washing by the river. based on research, a certain percentage of clothes washed in the rural areas are actually done by the river using the water from the river. so from a marketing stand point, that can make sense.
but that legitimate marketing thinking is all thrown out down the river by using piolo pascual and those women looking like that in this commercial. the women all looked liked commercial models or celebrities themselves, something like maybe less than 0.5% of actual women who do hand washing by the river look like.
they also can't expect us to believe that women who look like that, dress like that and most likely belong to the AB socio-eco class actually do hand washing of their clothes (they have washing machines); and that they do it themselves (they have maids to do the machine washing of clothes), and that they do it by the river in the mountains (they rarely go there, to pass through it on their way to their vacation house in baguio)???
this ad has lost all semblance of believability and credibility.
that has been totally lost that i did not want to bother to listen to the copy in the ad. but i had to.
it positions speed babad as the better alternative to hand-washing, to do soaking instead to allow the women to relax and get out of the losyang (frump). they use a common term, "power whitener" as reason why. we are sure that has been used by other detergents in the past, perhaps in the 60s and 70s. (hahaha)
they also use a very common product freight - a magnifying glass showing "dirt" being removed from the microscopic meshes of the cloth. again a device that has been most likely used in the 60s and 70s.
what do we have here? let me count the ways on why we think this is a WAWAM!
- the use of a celebrity endorser who does not contribute to the sale
- the use of women talents who do not at all look like the actual target users, who most unlikely do not hand wash clothes and certainly not do so by the river in the mountains
- the use of a non-original reason why, circa 60s and 70s
- the use of a non-original product demo, circa 60s and 70s
Tuesday, January 20, 2009
holistic dog food's promo got holes - fine example of tHe idiOts proMo
end of last year, holistic dog food ran out of stock from metro manila pet food shops. it was not available for a long time, like 3 to 4 months. stocks were made available again sometime end december, so that means there were no stocks from september to december.
3 to 4 months of not having stocks in pet food stores i think is suicide for any food product, most specially for pet food. pets do tend to eat the same thing over and over again. getting them to switch to another brand is quite difficult and takes a bit of doing.
but with that length of time that holistic dog food was not available, all pet owners must have been forced to switch to other brands. not feeding your dogs anything for 3 to 4 months will mean your pet dog will die.
from a marketing and sales standpoint, that means from whatever market share they had, it would be like zero by the end of december.
for the holistic company and the distributor of holistic dog food it means its crisis of biggest proportions that any company will face. not only have they lost market share and now to zero, they have lost all kinds of goodwill or affinity dog owners have for their brand.
selling holistic again in december is not only just like launching the brand for the first time in the philippine market, its much worse than that as they are re-launching with a lot of ill-feelings towards the brand
they obviously need to go back to the market with a lot of effort to win back previous buyers of the dog food. doing a consumer promo is the thing to do. promos is one excellent way of getting consumers back into purchaing your brand. advertising actually is probably the most potent, but if budgets don't allow for advertising, then a promo is the next best thing.
this is the market situation that holistic dog food was facing - 0% market share and 1,000% ill-will of previous buyers towards the brand. the common sensical thing to do, even for non marketing people, is to go into a gang bang promo, give an offer buyers cannot refuse.
and yes, holistic dog food did launch a promo when they re-stocked their product in the stores. they did a consumer premium. they give you this premium for every bag of holistic dog food which cost anywhere from P500.00 to P1,900.00
we have a pictures of the premium. please when you see the premium, tell us how you reacted in seeing the pictures of the premium.
i bet your reaction to the gang buster premium offer is the same reaction i gave : "what the f**k is this?".
not only was i disgusted and angry, i honestly felt insulted by the premium they gave. after 3 to 4 months of not having the brand and gallant efforts by pet owners to drive to all the pet food stores in metro manila for weeks - they give you a freaking bone-shaped ball pen that not only is super cheap, it looks freaking ugly!
how in the world will that kind of premium encourage angry consumers to buy holistic again? promos are supposed to be offers that consumers can't refuse. this one is the number 1 premium consumers will confuse. this particular promo is supposed to nullify the significant ill-will people felt when holistic was not available in stores, this one does not do any of that, in fact this adds to the injury by insulting the buyers with such a cheap and ugly premium.
the only reason i bought holisitic again is my dog has an allergy and this is the brand that gave my dog the least allergy. that purchase will be last that i will make of holistic while i look for other brands. getting that premium from holistic solidifies my distaste of the holistic brand.
holistic did not even bother to give me or post a letter of apology to buyers in the pet stores. that would have been the least that they could have done.
clearly, this holistic dog food promo is tHe idiOts proMo!
3 to 4 months of not having stocks in pet food stores i think is suicide for any food product, most specially for pet food. pets do tend to eat the same thing over and over again. getting them to switch to another brand is quite difficult and takes a bit of doing.
but with that length of time that holistic dog food was not available, all pet owners must have been forced to switch to other brands. not feeding your dogs anything for 3 to 4 months will mean your pet dog will die.
from a marketing and sales standpoint, that means from whatever market share they had, it would be like zero by the end of december.
for the holistic company and the distributor of holistic dog food it means its crisis of biggest proportions that any company will face. not only have they lost market share and now to zero, they have lost all kinds of goodwill or affinity dog owners have for their brand.
selling holistic again in december is not only just like launching the brand for the first time in the philippine market, its much worse than that as they are re-launching with a lot of ill-feelings towards the brand
they obviously need to go back to the market with a lot of effort to win back previous buyers of the dog food. doing a consumer promo is the thing to do. promos is one excellent way of getting consumers back into purchaing your brand. advertising actually is probably the most potent, but if budgets don't allow for advertising, then a promo is the next best thing.
this is the market situation that holistic dog food was facing - 0% market share and 1,000% ill-will of previous buyers towards the brand. the common sensical thing to do, even for non marketing people, is to go into a gang bang promo, give an offer buyers cannot refuse.
and yes, holistic dog food did launch a promo when they re-stocked their product in the stores. they did a consumer premium. they give you this premium for every bag of holistic dog food which cost anywhere from P500.00 to P1,900.00
we have a pictures of the premium. please when you see the premium, tell us how you reacted in seeing the pictures of the premium.
i bet your reaction to the gang buster premium offer is the same reaction i gave : "what the f**k is this?".
not only was i disgusted and angry, i honestly felt insulted by the premium they gave. after 3 to 4 months of not having the brand and gallant efforts by pet owners to drive to all the pet food stores in metro manila for weeks - they give you a freaking bone-shaped ball pen that not only is super cheap, it looks freaking ugly!
how in the world will that kind of premium encourage angry consumers to buy holistic again? promos are supposed to be offers that consumers can't refuse. this one is the number 1 premium consumers will confuse. this particular promo is supposed to nullify the significant ill-will people felt when holistic was not available in stores, this one does not do any of that, in fact this adds to the injury by insulting the buyers with such a cheap and ugly premium.
the only reason i bought holisitic again is my dog has an allergy and this is the brand that gave my dog the least allergy. that purchase will be last that i will make of holistic while i look for other brands. getting that premium from holistic solidifies my distaste of the holistic brand.
holistic did not even bother to give me or post a letter of apology to buyers in the pet stores. that would have been the least that they could have done.
clearly, this holistic dog food promo is tHe idiOts proMo!
Saturday, January 17, 2009
adidas got the whole world on its shoulders
we are used to nike ads - the macho, superhuman ads done in the most dramatic way. that's nike and this is one is adidas. and it stands on its own merits and has its own charm.
tv ads that work are those that have visuals that work the hardest. this adidas ad is one of those ads. very simple visuals that almost immediately you get what it means. the added bonus on this ad is that its a very interesting visual. part of its appeal is you wonder how they did the ad but it does not take away from understanding it very well.
tv ads that work are those that have visuals that work the hardest. this adidas ad is one of those ads. very simple visuals that almost immediately you get what it means. the added bonus on this ad is that its a very interesting visual. part of its appeal is you wonder how they did the ad but it does not take away from understanding it very well.
the miracle at the hudson - the miracle "doing the right thing" made
we are giddy with the miracle at the hudson, the miracle that saved all 155 passengers of US Airways Flight 1549 on the hudson river that wasn’t supposed to be a 100% happy moment. we are so giddy that we have read each and every news item the internet has on the miracle, never mind that many were repeats of previous articles. we read them just the same and after reading each one, we get this warm and fuzzy feeling over and over again. it never failed.
every aviation expert or pilot have said this kind of landing on water was not supposed to be perfect. the chances of a catastrophic end was the expectation while saving some lives would be a miracle. but the hudson river miracle saw 100% of passengers and crew alive. the world needs to invent a new word better than miracle just for this one.
i was searching for an explanation on why every article i have read on it gave goose bumps. after a few coffee cups and a dozen more articles, on top of the dozens i have read, i think i know the answer.
at this time of the world where everything is going wrong, where things that were previously fine all of a sudden turned bad and wrong, the hudson river miracle defied all of it. a water landing of a full sized airplane on a river in bustling city was supposed to go wrong. but it did not.
our investments in wall street were supposed to be safe and booming. we knew america as THE place where when it comes to money and business, things always go right. but it didn’t. know we hear the regulators were not at all regulating, the banks were lending to people who were not supposed to be lent money, ponzi schemes are supposed to be thriving only in 3rd world countries, banks are supposed to be safe and detroit, the cars that generations upon generations of americans so love to drive, iconic and a sacred part of the American psyche are now in trouble and a few brand names may soon be seen only in museums.
everything that we knew and have lived through as right seem to have just turned wrong and bad on us.
but not the hudson miracle. this is a gigantic reversal of fortunes where what was supposed to be tragically wrong and sad turned into something heroically right and happy. this is probably the only plane crash in the history of the world that we will celebrate
there is one sentence to describe it - everyone, simply did the right thing!
first, captain Chesley Sullenberger, the pilot of the US Airways flight did everything right, all
according to his training. pilots train in simulators for this kind of landing on the water. they know what to do, and from what i have read there were so many things the pilot needed to do, from what and what not to do and in the right sequence.
you can train on simulators all your life, but it is always different when you are actually into the situation itself in real life
and that is where the human factor comes in. the passengers of that flight were completely lucky that the pilot they had on the flight was sullenberger as this man had the brains and steady heart to do exactly how he was trained to do it. his wife said, that was the man he knew and described him as a “consummate professional”, “controlled and professional”.
the passengers were lucky that the human that controlled the human factor was someone named captain sullenberger.
according to the co-pilot, sullenberger was the last man to disembark from the sinking airplane. sullenberger walked through the aisles of the airplane not only once but twice (!) to make sure nobody was still left inside the plane. i am not sure if walking down the aisle of a sinking airplane is part of his training manual, but that action tells us how much bigger of a human he is than all of us and it confirms in a most eloquent way what his wife say about sullenberger - a consummate professional.
sullenberger doing the right thing is a significant part of the success of the hudson river miracle but others have also done the right thing that made sure it was a success till the end.
next were the flight crew doing the right things. passengers from the plane were all praises for the crew and many of them have said the evacuation was flawless and done in orderly way. that can only mean the flight crew were doing their jobs the right way, again according to their training.
that is inside the airplane. once outside the airplane, it becomes a different story all together. this is winter and they were stepping out to the frigid waters of the hudson river. experts said a 3 minute exposure to the frigid waters will cause people not to be able to use their arms and legs. while they all stayed on rafts and the wings of the airplane, exposure to the water was a clear danger. the airplane was in the process of sinking at that time, so quickly getting out of the wings and the vicinity of the plane was important.
that did not matter as in just a matter of minutes, the passengers were being pulled out of the water, rafts and wings of the plane by the coast guard, ferries and other water crafts that were on the hudson river at the time. the hudson river is widely used by many and varied crafts and authorities say there have been agreements among them on how they can help authorities in emergency situations such as plucking people out of the water. again, that is everyone else, government and private businesses that use the hudson river were doing the right thing, according to their training and according to agreements.
the hudson river miracle was made possible because everyone involved and that started with captain sullenberger simply did the right thing. that might sound too simple and ordinary, but it isn’t as they were done in life threatening time. when you see people doing the right thing amidst something not very right at all, a miracle just happened.
i was searching for an explanation on why every article i have read on it gave goose bumps. after a few coffee cups and a dozen more articles, on top of the dozens i have read, i think i know the answer.
at this time of the world where everything is going wrong, where things that were previously fine all of a sudden turned bad and wrong, the hudson river miracle defied all of it. a water landing of a full sized airplane on a river in bustling city was supposed to go wrong. but it did not.
our investments in wall street were supposed to be safe and booming. we knew america as THE place where when it comes to money and business, things always go right. but it didn’t. know we hear the regulators were not at all regulating, the banks were lending to people who were not supposed to be lent money, ponzi schemes are supposed to be thriving only in 3rd world countries, banks are supposed to be safe and detroit, the cars that generations upon generations of americans so love to drive, iconic and a sacred part of the American psyche are now in trouble and a few brand names may soon be seen only in museums.
everything that we knew and have lived through as right seem to have just turned wrong and bad on us.
but not the hudson miracle. this is a gigantic reversal of fortunes where what was supposed to be tragically wrong and sad turned into something heroically right and happy. this is probably the only plane crash in the history of the world that we will celebrate
there is one sentence to describe it - everyone, simply did the right thing!
first, captain Chesley Sullenberger, the pilot of the US Airways flight did everything right, all
according to his training. pilots train in simulators for this kind of landing on the water. they know what to do, and from what i have read there were so many things the pilot needed to do, from what and what not to do and in the right sequence.you can train on simulators all your life, but it is always different when you are actually into the situation itself in real life
and that is where the human factor comes in. the passengers of that flight were completely lucky that the pilot they had on the flight was sullenberger as this man had the brains and steady heart to do exactly how he was trained to do it. his wife said, that was the man he knew and described him as a “consummate professional”, “controlled and professional”.
the passengers were lucky that the human that controlled the human factor was someone named captain sullenberger.
according to the co-pilot, sullenberger was the last man to disembark from the sinking airplane. sullenberger walked through the aisles of the airplane not only once but twice (!) to make sure nobody was still left inside the plane. i am not sure if walking down the aisle of a sinking airplane is part of his training manual, but that action tells us how much bigger of a human he is than all of us and it confirms in a most eloquent way what his wife say about sullenberger - a consummate professional.
sullenberger doing the right thing is a significant part of the success of the hudson river miracle but others have also done the right thing that made sure it was a success till the end.
next were the flight crew doing the right things. passengers from the plane were all praises for the crew and many of them have said the evacuation was flawless and done in orderly way. that can only mean the flight crew were doing their jobs the right way, again according to their training.
that is inside the airplane. once outside the airplane, it becomes a different story all together. this is winter and they were stepping out to the frigid waters of the hudson river. experts said a 3 minute exposure to the frigid waters will cause people not to be able to use their arms and legs. while they all stayed on rafts and the wings of the airplane, exposure to the water was a clear danger. the airplane was in the process of sinking at that time, so quickly getting out of the wings and the vicinity of the plane was important.
that did not matter as in just a matter of minutes, the passengers were being pulled out of the water, rafts and wings of the plane by the coast guard, ferries and other water crafts that were on the hudson river at the time. the hudson river is widely used by many and varied crafts and authorities say there have been agreements among them on how they can help authorities in emergency situations such as plucking people out of the water. again, that is everyone else, government and private businesses that use the hudson river were doing the right thing, according to their training and according to agreements.
the hudson river miracle was made possible because everyone involved and that started with captain sullenberger simply did the right thing. that might sound too simple and ordinary, but it isn’t as they were done in life threatening time. when you see people doing the right thing amidst something not very right at all, a miracle just happened.
Friday, January 16, 2009
red mobile takes the long road to something
a new mobile service was launched last year, red mobile. we're not sure if the philippine market can take one more. the top 3, smart, globe and sun cellular is just about to reach saturation levels. smart is the dominant leader followed by globe and a far third is sun cellular.
red mobile is going after sun cellular. what? why go after sun, the smallest of the three? we will answer that question later.
sun's core strategy is excellent value. they launched on the basis of unlimited calls and unlimited texting. that has caught on as there is a growing segment of the market, most specially among teen-agers and young adults who have switched to sun and an even larger segment who have added a second cell phone to their globe or smart cellphone service.
the mobile phone market is quite mature in the country and many have actually more than one handset. users tend to replace their handsets often and buying a second hand or used handset is quite easy and cheap. so, adding a second mobile service is quite easy. the habit is to use the sun cellular handset when you want to indulge yourself with numerous text sending or make long calls.
sun cellular, however, has not grown its market share to anywhere close to being a real threat to smart or globe for a simple and really idiotic reason - not enough cell sites. everyone knows texting and calling a sun cellphone is a very painful process. the network is always busy or over loaded that you can't get a line or the person you are calling is often out of coverage. texting is equally painful - success at sending texts takes a long time and receiving one takes longer.
and now to the question - red mobile is going after sun as most likely red mobile was launcheed as a flunker brand, a brand owned by smart or globe meant to blunt further growth of sun. our guess is it is owned by smart.
will red mobile succeed? we don't know yet. it might, but we need to wait for sometime.
red mobile's lowest costs are only applicable for texts and calls to other red mobile cell phones. and since this is a new mobile service provider, there are very few people who have it. everyone will simply be on a wait and see mode.
the other turn off factor here is that, they are not offering superior or even the same rates as sun cellular. sun is offering unlimited text and unlimited calls, red is not offering unlimited texts/calls, just lower rates versus globe and smart. they are actually selling quality and reliable service - calls will be clear, you can text/call anywhere in the country and you will not experience network problems. those are all sun cellular issues or problems.
now there is a lot of problems with that strategy. here's why - red is going against sun cellular not with superior rates but better quality and reliable service. quality and reliable service is something sun users are used to and obviously something they don't mind suffering from. the fundamental reason why sun users have stayed on is the unlimited text and calls or best price/value point.
we think there is no way red mobile will be able to get sun users to switch on the basis of better quality and reliability. price/value point is THE motivator and poor quality and reliability is just an inconvenince to live with.
that kind of attitude is true for many other services and products the filipino consumer buy - they will not mind a less than superior or less than perfect service or product as long as it gives the best or lowest price point.
red mobile's marketing strategy is a WAWAM!
red mobile is going after sun cellular. what? why go after sun, the smallest of the three? we will answer that question later.sun's core strategy is excellent value. they launched on the basis of unlimited calls and unlimited texting. that has caught on as there is a growing segment of the market, most specially among teen-agers and young adults who have switched to sun and an even larger segment who have added a second cell phone to their globe or smart cellphone service.
the mobile phone market is quite mature in the country and many have actually more than one handset. users tend to replace their handsets often and buying a second hand or used handset is quite easy and cheap. so, adding a second mobile service is quite easy. the habit is to use the sun cellular handset when you want to indulge yourself with numerous text sending or make long calls.
sun cellular, however, has not grown its market share to anywhere close to being a real threat to smart or globe for a simple and really idiotic reason - not enough cell sites. everyone knows texting and calling a sun cellphone is a very painful process. the network is always busy or over loaded that you can't get a line or the person you are calling is often out of coverage. texting is equally painful - success at sending texts takes a long time and receiving one takes longer.
and now to the question - red mobile is going after sun as most likely red mobile was launcheed as a flunker brand, a brand owned by smart or globe meant to blunt further growth of sun. our guess is it is owned by smart.
will red mobile succeed? we don't know yet. it might, but we need to wait for sometime.
red mobile's lowest costs are only applicable for texts and calls to other red mobile cell phones. and since this is a new mobile service provider, there are very few people who have it. everyone will simply be on a wait and see mode.
the other turn off factor here is that, they are not offering superior or even the same rates as sun cellular. sun is offering unlimited text and unlimited calls, red is not offering unlimited texts/calls, just lower rates versus globe and smart. they are actually selling quality and reliable service - calls will be clear, you can text/call anywhere in the country and you will not experience network problems. those are all sun cellular issues or problems.
now there is a lot of problems with that strategy. here's why - red is going against sun cellular not with superior rates but better quality and reliable service. quality and reliable service is something sun users are used to and obviously something they don't mind suffering from. the fundamental reason why sun users have stayed on is the unlimited text and calls or best price/value point.
we think there is no way red mobile will be able to get sun users to switch on the basis of better quality and reliability. price/value point is THE motivator and poor quality and reliability is just an inconvenince to live with.
that kind of attitude is true for many other services and products the filipino consumer buy - they will not mind a less than superior or less than perfect service or product as long as it gives the best or lowest price point.
red mobile's marketing strategy is a WAWAM!
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