2009 February: Campbell, Harrington & Brear

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And the Award Goes to…

February 23rd, 2009
Posted By: Angela Wenner

Being an avid movie lover, I of course tuned in to the Oscars last night. Not only do I love seeing the glitz and glitter, the accolades, but also the advertising. The Oscars are one of the biggest events for advertising, second only to the Super Bowl. With over 30 million households tuning into the awards it provides an unrivaled opportunity to advertisers. Although several sponsors from last year forwent the program due to the economy, it is still one of the few big TV events each year that viewers still prefer to watch live – commercials and all. With this kind of viewership it seems only fitting that the commercials should be recognized and honored with an award as well.

So who would be my nominees for best advertisers this year? Hyundai, Hoover, PepsiCo, JC Penney and Coca Cola. I would choose these nominees based on two requirements. Keeping their target audience in mind, which was women, and driving people to their websites, which CNBC said that this year’s Oscars commercials were specifically meant to do.

And the Award Goes to… continued »

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Tropicana Gets New Look

February 16th, 2009
Posted By: Angela Wenner

I seem to be on an orange kick. There’s a large bag of them in my garage, providing me with vitamin C every day. I’m wearing an orange sweater. My last posting was about very orange packaging (Tide). Now for Tropicana.

Just a few years ago, in 2006, Tropicana introduced what I thought was a brilliant example of good packaging. You couldn’t overlook the giant orange and clean, green brand mark. Plus it just looked fresh.

I’ve been hooked on the stuff ever since.

But recently, the packaging powers-that-be introduced a rather disappointing new package that my marketing brain just can’t embrace…nor can my ‘average consumer’ instincts.

“I don’t like this new Tropicana carton, Mom, why did they change it? I liked the old one.” My 12-year-old chimed in on the situation. “It’s really ugly”.

I try not to be so harsh. But I have to agree with her. I don’t recognize the fresh, clean carton that essentially simplified my shopping by being both easy to find and always of consistent quality. I knew the juice was good and rarely bought any other brand.

The new package not only destroys any brand recognition they may have had, it even does away with the nice arched Tropicana logo that told me everything I needed to know.

The “Pure Premium” positioning line? It’s on there somewhere.

The realistic, fresh, juicy orange? Replaced with a cloudy glass of OJ that when viewed from the front is not recognizable as a glass.

Type on its side? Such a no-no.

The most prominent text on the new carton says: “100% orange”. (Lots of other brands can say that, even frozen concentrate.)

So I reluctantly reach for this foreign object…I hope it tastes the same….

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Confused Minds Don’t Buy

February 9th, 2009
Posted By: Angela Wenner

I recently found myself at the grocery store for my ‘smaller list’ shopping trip. This is the list that typically develops hours after unloading groceries from a large trip. The stuff that should have been on the list in the first place.

One of the items was laundry detergent. Typically I will grab a mid-priced brand, because I’m thrifty, and I figure that the lowest priced brand will not be quite as effective as others. But to be honest, I’ve never noticed any differences in how my laundry comes out, regardless of brand.

This time, maybe because I wasn’t in any particular hurry, I paused for a few minutes in the aisle, scanning my eyes back and forth across the colorful plastic wall in front of me.

Confused Minds Don’t Buy continued »

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