June 2013 - Advergize

Adidas, a company that started off with a core vision to support athletes, has always been true to its positioning that is highlighted by the old Adidas slogan, “Impossible is Nothing.” Adidas changed their slogan to “Adidas is All In” in 2013. The “Impossible is Nothing” slogan was one of the greatest slogans for a sports brand and is already part of my 40 Best Advertising Slogans of Modern Brands post that I wrote a couple of months back. A great brand or a company slogan lays out the complete brand philosophy in just one small phrase: it should explain what is the reason behind the very existence of a brand. Though overshadowed by Nike and other sports brands in recent decades, Adidas is a super brand that exists to support athletes in its core sense; and the Adidas slogan did justice to what the brand stands for. Before anyone…

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The Pepsi LIKE Machine

By Sarosh Waiz

Since last few years, Coca Cola has been ruling the viral scenario through creative guerrilla marketing campaigns. In fact, in order to connect with the audiences’ emotional side, they have been going crazy with tens of viral campaigns every year. It all started off with the Coke Happiness vending machine for them; and it doesn’t seem like they will stop doing that any time soon. All this time the second biggest giant of the global cola industry, Pepsi, has been a silent observer. Or we can say that they haven’t been getting a chance to strike the iron at all because Coke has not been letting anyone take a break! Coca Cola’s consumer centric approach is ripening today, while Pepsi’s celebrity centric approach has always been an expensive avenue to invest in from a brand’s perspective. Anyways. Don’t get me wrong guys, I don’t intend to trash Pepsi here. In fact…

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The Donor Cable by Club SangueBom

By Sarosh Waiz

In order to encourage regular blood donation, Leo Burnett Tailor Made launched “The Donor Cable” on behalf of Club SangueBom. The objective and expectation was to increase the number of blood donations for blood banks in Brazil. What is project Donor Cable? The goal of project Donor cable is to make blood donation part of everyday life. It was done by solving a very basic yet important need of people: a way to transfer power between smart phones. They came up with a device named The Donor Cable, that connects two mobile devices as it charges one phone by using the battery of the other. Pretty slick right? How often have you wished something like this existed, specially when you drained your battery because of your excess usage and then you drooled over your friends’ phones? The core message it sends across is how blood donation can help power up someone who…

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A Blocked Nose Shouldn’t Be A Nightmare – Vibrocil

By Sarosh Waiz

Have you been through moments of fear in a stormy night full of thunder? Every time you try to close your eyes you fail to sleep. Your imagination freaks you out and every sound you hear makes you feel as if a monster is creeping behind you in your bed. Most of us have gone through such feelings of fear as kids, and some of us may even have gone through them as adults (though we fail to admit). Vibrocil has targeted these feelings and have launched a great television advert to deliver a simple message (very) effectively: “A blocked nose shouldn’t be a nightmare” I am not going to reveal any further spoilers, and would suggest you to watch the video. A brilliant job done by Saatchi & Saatchi Moscow.

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ACE Bleaches Animals To Dazzling White in Kenya

By Sarosh Waiz

In the Kenyan market, all bleaches are the same and there is no differentiation amongst the category. No differentiation to the point that a lot of them are even made in the same factory. Even ACE does the same thing as its competitors. In a situation like this it becomes very challenging to gain brand recognition, but that’s what ACE set out to do. TBWA East Africa took up the challenge and highlighted the whitening properties of the brand by bleaching animals. A forward leaping approach with a humorous twist, in a market where competitors were not advertising beyond a school going kid in a white uniform, or a white collar worker in a sparkling white shirt. This campaign reminds of the traditional TIDE (detergent) campaigns, except for the fact that they don’t use it on animals. What do you think?

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Tommy’s Diner & Burger Positions “Hunger” As Your Worst Enemy

By Sarosh Waiz

Tommy’s Diner & Burger came up with some really cool print adverts positioning hunger as one’s worst enemy. I was completely perplexed when I saw this at first. But they executed the strategy with great supporting creatives to register their point. The first version shows Ahmadinejad, President of Iran, illustrated in Obama’s stomach, and the second one shows the Joker in Batman’s stomach. Don’t let hunger beat you! Make the first move and eliminate your hunger from its roots at Tommy’s Diner & Burger.

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13 Great Guerrilla Advertising Examples

By Sarosh Waiz

Brands and agencies are both sharpening their saw to get more creative in the international market leaving a lot of advertising examples behind as inspiration for other advertisers around the world; thanks to technology for making everything so accessible. 2013 has been a great year so far. In fact it is not even halfway through and we’ve seen a burst of creative guerrilla advertising examples from a bunch of global advertisers already. So here I am posting some of the guerrilla campaigns I loved as advertising examples and inspiration. If you’re not aware. Guerrilla marketing or guerrilla advertising is a low-cost (not necessarily) advertising strategy. Marketers use it to reach and target an audience in an unconventional way. Unconventional? How’s that? Well, any marketing effort that is unusual (that was obvious I know). But to illustrate this further, flash mobs and graffiti can be referred to as good guerrilla advertising examples.…

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