Remember the whole hoopla going on when the characters from Mad Men up and started Tweeting? It was Fall of 2008, the show was in its second season, and the controversy erupted when AMC started DMCAing Twitter into shutting down these “infringing” accounts. After a huge backlash, the profiles were un-suspended and the rest is history now, but as I was in the process of writing about this whole thing, I happened upon @don_draper‘s Favorites.
I feel like most Twitter users don’t even know that the Favorites function is there, let alone use it, and especially now that the ReTweet feature has been added it seems it gets used even less. But I like Favorites. It’s a nice way to acknowledge Tweets that are personally appealing or meaningful without necessarily having to rebroadcast it out to everyone else. And I’m always curious about the Favorites of other people characters whom I find interesting as well. When I checked out @don_draper’s Favorites, this is what I saw:
Which is, indisputably, hilarious, and, at the time, was the lone Favorite @don_draper had (now a year and a half or so later, there’s 2). When I checked out this clever @mzkagan person’s profile, it turned out to belong to a super funny, smart, and savvy chick named Marta Kagan, the mind behind What the F*ck Is Social Media, and the US Managing Director at an agency called Espresso. The location indicated on her Twitter profile just so happened to be Boston, my home town, so I added her, and she added me back.
To make a long story short, I have just recently accepted a Strategist position with Espresso, becoming the second hire of the American branch of this progressive Canadian agency. After 6 years in Los Angeles, I’m returning to one of my favorite cities to work with folks who not only make @don_draper’s shortlist, they hate the word “viral” as much as I do (this is an actual image used in a “viral marketing” RFP response we just submitted —
— Seriously!), appreciate the expressive value of a few strategically placed four-letter words, and are not just walking the new digital, social, experiential, integrated walk, they’re running it like the Boston Marathon.
We will be officially opening the doors to our new US HQ at 580 Harrison Avenue in Boston’s historic South End district on March 1st. Don Draper — and everyone else — mark your calendars!
In case you happen to have missed it, Tropicana changed the design on their cartons last month, and in the process discovered that “Some Buyers Are Passionate About Packaging,” as Stuart Elliott writes in the New York Times:
PepsiCo is bowing to public demand and scrapping the changes made to a flagship product, Tropicana Pure Premium orange juice. Redesigned packaging that was introduced in early January is being discontinued, executives plan to announce on Monday, and the previous version will be brought back in the next month.
Also returning will be the longtime Tropicana brand symbol, an orange from which a straw protrudes. The symbol, meant to evoke fresh taste, had been supplanted on the new packages by a glass of orange juice.
The about-face comes after consumers complained about the makeover in letters, e-mail messages and telephone calls and clamored for a return of the original look.
Some of those commenting described the new packaging as “ugly” or “stupid,” and resembling “a generic bargain brand” or a “store brand.”
“Do any of these package-design people actually shop for orange juice?” the writer of one e-mail message asked rhetorically. “Because I do, and the new cartons stink.”
Others described the redesign as making it more difficult to distinguish among the varieties of Tropicana or differentiate Tropicana from other orange juices.
Such attention is becoming increasingly common as interactive technologies enable consumers to rapidly convey opinions to marketers.
It was not the volume of the outcries that led to the corporate change of heart, Mr. Campbell, [president at Tropicana North America in Chicago] said, because “it was a fraction of a percent of the people who buy the product.”
Rather, the criticism is being heeded because it came, Mr. Campbell said in a telephone interview on Friday, from some of “our most loyal consumers.”
“We underestimated the deep emotional bond” they had with the original packaging, he added. “Those consumers are very important to us, so we responded…. What we didn’t get was the passion this very loyal small group of consumers have. That wasn’t something that came out in the research.”
What has essentially happened here is that the ultimate fallout from the responses of a “very loyal small group of consumers” has exponentially magnified the exposure for what was originally just your run-of-the-mill packaging redesign:
The campaign, which carries the theme “Squeeze it’s a natural,” was created by Arnell in New York, part of the Omnicom Group. Arnell also created the new version of the Tropicana packaging.
“Tropicana is doing exactly what they should be doing,” Peter Arnell, chairman and chief creative officer at Arnell, said in a separate telephone interview on Friday.
“I’m incredibly surprised by the reaction,” he added, referring to the complaints about his agency’s design work, but “I’m glad Tropicana is getting this kind of attention.”
That’s the thing. Because of this vocal minority of avid Tropicana fans the attention of a far wider audience has been captured. Tropicana has now made a bigger splash by announcing they will be changing the packaging design back, than they did by changing it in the first place. Suddenly the avid Tropicana-fan minority has company.
Suddenly a lot more of us are now talking about orange juice. Thinking about orange juice! And thinking about it in a way that we never did before. After all, for the vast majority of us, just how different is one OJ brand from another? It’s not exactly a lifestyle product category, is it? (The whole organic argument aside for the moment, as it isn’t really specific to orange juice in particular so much as to grocery purchases in general). Do most of us really think about purchasing Tropicana vs. Florida’s Natural vs. Minute Maid because one brand is more relevant to our identity than the others? Unlikely.
So after enjoying its moment of unique distinction, Tropicana is now planning to scrap the new packaging and bring back the old familiar design so that the small loyal group who asked for it can be appeased, and all the rest of us can go back to not caring about orange juice.
But what if you could do something different?
What if discovering that your brand has more deeply passionate consumers than you’d imagined, and being open to to their input and responding to their concerns is just one part of the new marketing equation? What if the other part is understanding when you have an opportunity to get people really engaged. And not just engaged in giving you feedback, but engaged in helping to develop the brand’s identity itself. What if a non-lifestyle product category suddenly had the opportunity to stake out a piece of the cultural landscape? After all, Tropicana spent $35 million on the “Squeeze” campaign Arnell developed, which it now has to partially undo. What other direction could future advertising money be invested towards?
Having worked with various music festivals, I’ve consulted on and helped execute a number of “Battle of the Bands” contests. A proto-“User Generated Content” initiative, it’s always exceedingly popular. Different music acts submit tracks, or sometimes videos, competing for a chance to perform at the festival. This kind of initiative is most effective when combined with a voting aspect, so that it can extend beyond just the music acts, and actually get greater swaths of fans to participate in the process of selecting the winner to be added to the festival lineup.
In a more beverage-oriented variation on this theme, there’s last year’s “DEWmocracy” campaign, which allowed fans to vote on the new flavors for Mountain Dew (incidentally, also owned by PepsiCo), including the product packaging:
According to the PepsiCo press release, “DEWmocracy is the first-ever interactive, story-based online game that will result in a consumer-generated beverage innovation.” The campaign, which consisted of several phases, involved the launch of a website with a massive multi-player game. Once users created a profile they could go into the game’s 7 “worlds,” earning points and selecting different attributes for their ideal Mountain Dew beverage–i.e. flavor, “boost”, color, name, logo design, and so on. On top of all of this, the game/campaign had quite the storyline. As BevReview explains:
Pepsi and ad agency WhittmanHart Interactive tapped into actor/director Forest Whitaker to help craft the storyline. The entire adventure is setup up via a 3 minute short film that evokes overtones of Big Brother and overbearing governmental/corporate control. This has resulted in a loss of creativity….As is the plotline in most of these types of stories, a “chosen one” rises up to rebel against this oppression. Here’s the product twist… he seeks an elixir that will bring creativity and “restore the soul of mankind.” Now if you move beyond the irony that PepsiCo is a huge multinational conglomerate and that Mountain Dew is a top 5 selling soft drink found pretty much everywhere, you can see the somewhat unique spin this campaign possesses.
Not that I’m suggesting something this over-the-top is really appropriate for orange juice, necessarily, but the DEWmocracy site did reportedly have over 700,000 unique visitors, with 200,000 registered users participating in the first phase of the game. And that’s when they had to stir up consumer interest in engaging with the process of defining a brand direction for the Mountain Dew brand from scratch. Tropicana’s already got that one in the bag.
So what could you do if you were Tropicana?
Now that there’s already quite the buzz about Tropicana’s openness to fan-feedback in general, and about its packaging design in particular, why not create a platform for people to submit their design ideas? Yes, ok, clearly they discovered that people are deeply connected to the original design, but that is in response to just one other, radically departing, yet not particularly dynamic option. How might Tropicana lovers re-envision what that OJ carton could look like given the chance? It could just be a fun exercise in creativity, but then why not consider the possibility that the new design direction could emerge from the fans? Perhaps some new designs would remix the beloved orange-with-a-straw-poking-out image, but put a new spin on it with additional design elements or layers. Perhaps others would reinterpret the iconic image in totally new ways. Maybe others would find new ways to recreate the Tropicana logo in an unexpected style. Who knows?
What is definitely certain is that a small group of avid Tropicana fans clearly have deeply feelings about the brand and its design, and that a whole lot greater audience now cares that Tropicana cares about their input. So why stop the train there? Why not see how far it can go? In fact, why pick just one new design? How about different winning carton designs printed in “limited editions”? If it’s art, suddenly there’s a WHOLE new reason for choosing one OJ brand over another. In that case, why not deliberately set out to discover and promote emerging artists? Giving them their first break of mass exposure through orange juice cartons in grocery stores across the country. Nike’s doing it. So has Mountain Dew, for that matter. Suddenly it’s not just about a “campaign,” it’s an opportunity to create culture.
It’s like that scene in the Mad Men pilot episode where Don Draper suddenly realizes that if all the cigarette companies are facing the same limitations on what claims they can make in their advertising, then it’s “The greatest advertising opportunity since the invention of cereal.” When you’ve got a bunch of pretty much identical companies, making a pretty much identical product–in this case, OJ–you can do anything you want to create distinction. The possibilities for what you could do are pretty limitless, if you were Tropicana.
A few months ago I’d written a post called How Not To Use Condoms, about the misstep of Trojan’s “Evolve” campaign.
Here, then, is Durex’s take on how to advertise condoms, courtesy of Fitzgerald & Co:
And I’d actually been planning a more substantial entry to be the first post of 2009, but when I came across this last night, I couldn’t not write about it. I think the ad is brilliant in SO many ways, and the difference between Trojan’s “Evolve” and Durex’s “Get It On” approaches to marketing condoms could not be more glaring.
It’s more than just that the tag-line “Get it on” is a damn clever double entendre (in one smooth maneuver intimating that getting *it* on, and getting a condom on, actually mean the same thing!) whereas “Evolve,” as I’d written before, aligns condoms with a phenomenon that half of Americans are in opposition to (aka: Evolution)…. It’s that this is SERIOUSLY funny!
I didn’t even realize it until I saw the Get it On ad, but Evolve is really quite humorless, isn’t it? Granted it’s hard to be funny when you’re dealing with STD’s–and, to be fair, the Evolve radio spots do manage a bit of wit in dealing with the subject. With Durex, though, funny is the key.
Both brands are trying to un-taboo their product. One of the specific goals of the Evolve campaing is, in fact, to get all of us to be more open about the topic of sexual health. But while Trojan stakes out Public Service Announcement territory, Durex is going about it in a way that I guess can be described as tongue-in-cheek porn. Of course, the dire gravity of the sexual health crisis truly cannot be underestimated, and perhaps this is why the feat of being able to position sexual responsibility–which is what condoms stand for, basically–in the context of playfulness and silliness and…..naughty condom-balloon animals, is that much more significant.
Humor makes the subject infinitely less taboo than invoking Evolution, and not only that, but it makes it more resonant too. After all, despite however it is you feel about the process of natural selection, if you get what the naughty balloon animals are up to, then the ad is speaking to you.
(P.S. Whoever did the sound design for this spot should seriously get some kind of award.)
I know the Trojan “Evolve” Campaign has been going on for a while now, but just recently something occurred to me that I hadn’t quite realized about it before.
The campaign started out last June, with the premiere of a commercial featuring women being hit on by a bar full of anthropomorphized pigs. It’s only when one of the pigs finally shuffles off to the men’s room, and purchases a condom, that he is transformed into a hot guy, and returns to the girl he was chatting up to find that she’s now suddenly totally interested in him.
In addition to the ad, whose message at the end reads: “Evolve. Use a condom every time,” the campaign also includes a website, evolveoneevolveall.com, driven by celebrity and user-generated videos dealing with the subject of sexual health, the Trojan Evolve National Tour, a mobile, experiential campaign “Raising awareness and stimulating dialogue about America’s sexual health in towns and campuses across the country,” radio ads that deal with STDs as Christmas gifts (“How about Herpes? It’s the gift that keeps on giving.” / “Would you like Chlamydia wrapped?” / “No, I’ll give it to her unwrapped.”) and more. All of this, hinging on the word “Evolve.”
“Evolve is a wake-up call to change attitudes about using condoms and, on a larger scale, the way we think and talk about sexual health in this country,” said Jim Daniels, Trojan’s VP of marketing. As Andrew Adam Newman pointed out in the New York Times piece, “Pigs With Cellphones, but No Condoms,” the campaign is an evolution for Trojan itself:
While Mr. Daniels does not disparage the company’s double-entendre-heavy “Trojan Man” campaign from the 1990s or similar Trojan Tales Web site today, the tone of the company’s promotions is moving away from “Beavis and Butthead” and toward “Sex and the City.”
“The ‘Evolve’ ad does a nice job of being humorous, but it’s also a serious call to action,” Mr. Daniels said. “The pigs are a symbol of irresponsible sexual behavior, and are juxtaposed with the condom as a responsible symbol of respect for oneself and one’s partner.”
Newman suggest that “The perennial challenge for Trojan and its competitors is the perception that [condoms] are unpleasant to use.” But I think, for a company that, according to A. C. Nielsen Research, has 75 percent of the condom market (Durex is second with 15 percent, LifeStyles third with 9 percent), Trojan oughtta have really known better than that.
“Over the last few years conservative groups in President Bush’s support base have declared war on condoms,” wrote Nicholas D. Kristof, in an opinion piece, also in the New York Times:
I first noticed this campaign last year, when I began to get e-mails from evangelical Christians insisting that condoms have pores about 10 microns in diameter, while the AIDS virus measures only about 0.1 micron. This is junk science (electron microscopes haven’t found these pores), but the disinformation campaign turns out to be a far-reaching effort to discredit condoms, squelch any mention of them in schools and discourage their use abroad.
Then there are the radio spots in Texas: ”Condoms will not protect people from many sexually transmitted diseases.”
A report by Human Rights Watch quotes a Texas school official as saying: ”We don’t discuss condom use, except to say that condoms don’t work.”
Last month at an international conference in Bangkok, U.S. officials demanded the deletion of a recommendation for ”consistent condom use” to fight AIDS and sexual diseases. So what does this administration stand for? Inconsistent condom use?
Kristof was posing this question back in 2003, while he could still add, “So far President Bush has not fully signed on to the campaign against condoms, but there are alarming signs that he is clambering on board.”
In the now almost six years since, the very subject of contraception has become as politicized as abortion, and the emphasis on condoms’ ineffectiveness has become a standard component of Abstinence-Only sex education. (You knew about that, right?) It’s even begun to affect mass media. In a written response to Trojan about why they would not air the pigs-with-cell-phones ad, Fox (which had aired prior Trojan ads) said “Contraceptive advertising must stress health-related uses rather than the prevention of pregnancy.” CBS refused to air it, too, and didn’t even offer further comment. Meanwhile, as paid advertising for condoms is being turned away, in the past few months I’ve seen at least two TV shows where characters made a point of mentioning that condoms don’t work: Fringe, and The Practice–a show about DOCTORS for cryin’ out loud! (Clearly, “First do no harm” must not apply to the practice of TV medicine.)
As a teenager of the 90’s, I’ve never known a world where AIDS didn’t exist, and where condoms were anything but an unequivocal necessity for “safe sex” (also a 90’s-ism that seems to no longer be in use, replaced instead by the millennial “sexual health crisis”). Sure, no one was going around preaching that condoms are 100% fail-proof, but in the decade when Magic Johnson and Greg Louganis both came out as HIV-positive, I can’t imagine any TV program deliberately broadcasting (or being allowed to get away with it), the kind of message that says, “Condoms don’t work. So why bother using them at all?”
As of 2006 the birth rate among 15 to 19 year-olds in the United States has risen for the first time since 1991 (that was the year of Johnson’s announcement). While teenage sex rates have risen since 2001, condom use has dropped since 2003. In other words, more teenagers are having more sex, and using less and less condoms in the process. But then, Jamie Lynn Spears or Bristol Palin could have told you that.
And so it is we find ourselves in a situation where Church & Dwight—the consumer products company that owns Trojan—is taking on what should have been the responsibility of the Department of Health and Human Services. Teenage or not, the U.S. apparently has the highest rates of unintended pregnancy (three million per year) and sexually transmitted infections (19 million per year) of any Western nation. (What the fuck?!)
“Right now in the U.S. only one in four sex acts involves using a condom,” Says Daniels. “Our goal is to dramatically increase use.” Then what in God’s name convinced the Kaplan Thaler Group, the New York advertising agency that created the “Evolve” campaign, that aligning condoms with evolution was the way to go about achieving this?
In fact, according to 2006 research in Science Magazine, out of 33 European countries where peolpe were asked to respond “true”, “false”, or “whuuuu?” to the statement: “Human beings, as we know them, developed from earlier species of animals,” the only country that scored lower on belief in evolution than the US is Turkey (Also what the fuck?!)
Disturbing as this unfortunate reality may be, this is the contemporary American Landscape, and pushing Trojan as “Helping America evolve, one condom at a time,” in the face of it, seems ludicrous.
Hell, why not just call the campaign “Darwin’s theory of contraception,” while you’re at it?
The biggest threat to condoms is not the perception that they don’t feel good. It’s not even condom fatigue. The biggest threat to condoms is the Christian Right’s propaganda that they don’t work, and the government’s, and much of media’s, wholehearted complicity. And it’s the same people who are waging a war on contraception that don’t like Evolution either. I don’t know about the ultimate impact that the Evolve campaign is effecting (or not), but in my view, if, as Daniels says, Trojan’s focus is on growing the market beyond the–pardon the irony here–already converted, and getting more people to use condoms, I think a completely different slogan/campaign theme would be the way to go.
Have you ever been in a meeting where everyone in the room is using a Mac except one person? Ever notice what happens when suddenly everyone starts to get on that person’s case about the fact that he’s the only one not on a Mac?
I have, and it kinda looked a little bit like this…
That’s a still from the latest ads developed by Crispin Porter & Bogusky in Microsoft’s new campaign to–essentially–regain control of their identity, and it’s a pretty accurate depiction of how I’ve seen that PC-in-a-room-full-of-Macs situation play out. (Clearly, it must not be an isolated incident). In the ad, when the diver flips the white board over, the other side reads, “And I’m Kinda Scared.”
Now, I’m a Mac now, but the computer I had before this one was a PC. I’m just as comfortable using either, and I’ve got Microsoft programs running on this computer right now. I could even get a Mac that comes with the option of running Windows, anyway, if I want, so even though I’m a Mac user, I clearly don’t see my identification with the brand in terms like this–
But many clearly do. And perhaps nothing has helped to articulate the contemporary Mac superiority complex quite like those Mac Vs. PC ads. In the iconic spots created by TBWA/Media Arts Lab, which began in 2006 and new iterations are still being developed now, a casually-dressed, attractive, 20-something guy introduces himself as “Hello, I’m a Mac…” while an older, slightly overweight guy, wearing glasses and a cheap lookin’ suit-and-tie combo introduces himself as “… And I’m a PC.” The two then act out little vignettes against a stark white background in which the capabilities and attributes of “Mac” and “PC” are compared. Often the spots end up presenting various legitimate PC shortcomings in an entertaining, glib way, but just as often the focus is on the two machine-characters’ personalities, and the feature comparison ends up being almost beside the point. Mac is always self-assured and easy-going. PC is resentful and awkward. The great success of these ads,
The subtext of these ads, which has also become the subtext of the Mac user community, is that this isn’t just a tool for enabling a certain kind of lifestyle, it’s a badge of it. A Mac isn’t just about helping you BE creative, it MEANS you are creative. A PC, on the other hand, means you are a stiff, unimaginative, frustrated tool, overly concerned with work, and incapable of doing anything interesting. At least not as good as a Mac can. Oh, and furthermore, if you’re a PC user, then you may as well know that this is what other people are thinking about you, too.
Personally, I’ve always been completely impressed that Mac has been able to brand a conformist white box into a symbol of creative and individual expression. But the idea is that your white box gives you entry into a whole network of other creative individuals, (just like you), and it’s that community association that bestows identity. A good friend of mine, who is a fashion designer, belly-dancer, serial entrepreneur, and has more tattoos and crazy hairstyles than the majority of the creative class, is a dedicated PC, and one of the major reasons for her choice is that she finds the idea inherent in a Mac–that you need this thing in order to express that you’re “hip”–to be a huge turnoff. A Mac doesn’t just bestow hipness to its users, it kind of subsumes it from them too. Perhaps she’s wary of this kind of accessory watering down or co-opting her own particular kind of hip. Either way, she says she feels like no one else has this line of thinking. It’s a turnoff “Only only to me,” She says, “I think PCs are just fine, and a lot more bang for your buck,” but everyone else she knows seems to have no problem with this aspect of their Macs.
It’s to let people like her know that there’s more of their kind out there, and to establish that their computers can, in fact, represent their creative, dynamic, interesting identities, that CPB took the direction they did with the new Microsoft ads.
Here’s one. You should watch it before reading further:
I think what’s really interesting here is that the ads say NOTHING about the product, or the features, or anything technical whatsoever. The sole purpose of the ad is to explore the diversity of PC users. I’m trying to think of another example of an entity trying to redefine its own identity by working to undo the stereotype of its “fans,” and I can’t think of one. (Anyone got one?) It’s pretty intense.
Those Microsoft commercials aren’t particularly engaging, and they don’t make me want to go out and buy a copy of Vista. But what they do is show lots of fascinating people saying that they use PCs. They highlight the fact that many people may be somewhat offended by the idea that they can’t be interesting or cool if they don’t use a Mac.
Suddenly, Apple looks a little elitist. I mean, they were elitist before, but in a way that made you want to be a part of the club. Now, they just seem a little snobby.
If that’s what Microsoft and their pushing clients to the edge advertising agency Crispin Porter + Bogusky were aiming for, it’s brilliant.
According to the New York Times, CPB “Relishes efforts to transform perceived negatives into positives.” (See also announcing the onset of an “SUV Backlash” to help promote the US launch of the Mini Cooper–before any such backlash had yet begun at all, positioning the Mini’s uber-compactness as an alternative to the gas-guzzling hegemony.)
More from the New York Times:
Apple executives have been “using a lot of their money to de-position our brand and tell people what we stand for,” said David Webster, general manager for brand marketing at Microsoft in Redmond, Wash.
“They’ve made a caricature out of the PC,” he added, which was unacceptable because “you always want to own your own story.”
The campaign illustrates “a strong desire” among Microsoft managers “to take back that narrative,” Mr. Webster said, and “have a conversation about the real PC.”
The celebration of PC users is intended to show them “connected to this community,” added [Rob Reilly, partner and co-executive creative director at Crispin Porter], “of people who are creative, who are passionate.”
Every single person featured in this ad is somehow compelling and enigmatic. Perhaps it’s because they’re all so different. You have no idea who is coming next. They challenge not only the expectations of who a PC is, but the assumption that you’re supposed know everything about who someone is just based on the kind of computer brand they use. (Talk about “Think Different,” huh?) If the Mac community is “alternative,” the one depicted in the Microsoft ad is global. If the Mac community is elitist, this one is accepting. Beyond “creative and passionate,” this community has a real sense humanity. It’s worldly and smart and open-minded and profoundly diverse. It’s approachable and philosophical. A community that’s out to change the world, and enjoy the world; a community that’s what the world might look like if everyone in it got along. And regardless of whether you’re a Mac or a PC…what kind of progressive human being (not a human doing, or a human thinking) wouldn’t want to be a part of a community like that?
The next time I need a new computer, maybe it’ll be a Mac, and maybe it’ll be a PC, but either way, I find it comforting and heartening to know that this is the kind of community a company like Microsoft sees–and wants the rest of us to see–as its own ideal.
the longtime Tropicana brand symbol, an orange from which a straw protrudes. The symbol, meant to evoke fresh taste, had been supplanted on the new packages by a glass of orange juice.
