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Sarosh Waiz

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Kellogg’s Crunchy Nut cereal means trouble: that’s how this brand is positioned. But why? Because it tastes so good. This edgy positioning is highlighted quiet well with a tinch of humour in this TVC that went live on national TV earlier this week in the UK. Like the commercials that have recently preceded it, ‘Revolutionary Chocolatier’ tells the story of the trouble that can occur as a consequence of Crunchy Nut’s irresistible allure which, in this case, is Crunchy Nut Chocolate. LeoBurnett is the agency behind the concept. The commercial will be supported by an interactive game hosted on the brand’s YouTube channel.

Being a marketer myself, I can tell you that we are always on the lookout for new jargons to categorize our campaigns, tools and ideas. But that doesn’t mean we don’t have an influence over the industry’s value chain. Like every industry, marketers and advertisers have to evolve to keep up with the every changing consumer. Thanks to media and technology for that. One of the jargons, that is on the rise these days is something called “Native Advertising.” However confusing the term may sound, it is quite a straight forward concept. A few years ago, when traditional media advertising was on the rise, marketers complained about the high clutter levels (they still do). And because of that, some new marketing formats came into being: branded content and content integration. Both branded content and content integration were about endorsing the brand’s presence as part of the content. For example, if…

Despite the negative effects on health, fast food restaurants remain in high demand in today’s era. Although the reasons for this high demand can be credited to lesser price, convenience, busy lives and changing societal structures from collectivism to individualism; but over time, these fast food restaurant chains have managed to pile up strong brand equity. And “strong” may possibly be an understatement. When people develop an association with a certain brand, they can ideally recall 2 things: brand name and it’s slogan. I already posted about the importance of brand slogans in one of my earlier posts: 40 Best Advertising Slogans of Modern Brands, but will quickly recap. As cheesy as this may sound, good brand slogans are like great spouses to brand names. Yep. That’s right. A good slogan is reflective and supportive of what the brand stands for. It will spell out the very gist of why…

Water is life, and while many of us living in the urban areas drink bottled water, we forget that many of our brothers don’t have the privilege of anything even close to drinking water. A beautiful campaign by DDB New York and clean water organisation WATERisLife, to show a 4-year-old Kenyan boy’s wish list. Why? Because many children in Kenya don’t even reach the age of 5 because of consuming contaminated water. Sad indeed. This impactful heart wrenching video shows his bucket list being fulfilled before he reached the age of 5.

Car wrap advertising is a type of ambient marketing that is used to generate visibility for brands at a relatively lower cost. It is an efficient and cost effective marketing tool not only used by bigger brands as support media, but also by small and medium sized businesses as part of their awareness driving arsenal. Vehicle advertising or Car wrap advertising, as the name suggests, is a way of marketing by using branded cars as an out-of-home media. Cars are wrapped with branded vinyl or car stickers carrying an advertising message, and they are then driven around in the selected area for maximum advertising exposure. Have you ever seen a car branded with advertising messages roaming in your city? Well, that’s what it is. It helps businesses to reach out to a maximum number of people living in a certain vicinity. It is also commonly referred to as carvertising. 1.…

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…

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…

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…