Ariston - Washing machine world ad

Great ad for Ariston washing machines with good impact because of its exceptional execution. Very esthetic with a single minded message.

It took me several times though to understand these were not just fish swimming around. And the branding was perhaps not strong enough. And indeed, they reworked the ad a little bit to improve on this: the reworked version starts and ends with a product shot and branding

Click here for the improved version.

Agency: Leo Burnett Milan

MARS – Smaller size, better sales

In 2006, Masterfoods Belgium understood consumers didn’t buy any candy bars like Mars, Twix or Snickers anymore because of their large size. No rocket science of course in a time were health and obesity are main trends, but it took a lot of courage to downsize the format. The business question was: will Masterfoods acquire enough new penetration by reducing the format to compensate the loss in volume / buying occasion?

The answer was yes. They reduced Mars from 54g to 45g (-17%), but shrinked 7 or 12 bars (according to the distributor) into a family pack to increase the volume per occassion. Communication was short and efficient: 15’ TVC with idiot proof messages.

Result? The product became relevant again and for the first time in at least 5 years, sales went up.

PS: The Mars commercial was 30" long in order to build the brand equity.

Stella Artois - The extra coupon

In Belgium, this Belgian brand is known as a cheaper, yet high quality beer. Outside the country, particularly in the US, Stella Artois has a super premium positioning. To strengthen this, they're running the "Reassuringly Expensive" campaign. This hilarious top topical fits right in their campaign idea. Nice impact.

Check out the TV ad as well. It got a golden Cannes award in 2006.

Dash - The longest clothesline

Yesterday, Dash broke the world record with the longest white clothesline. Since last Wednesday, the 60.000 collected white clothings were hung on the lines. All clothing was carefully washed with DASH and then delivered to VZW Spullenhulp, a charity organization that collects clothing.

The action was a partnership between P&G and the main distributor in Belgium: Carrefour. The communication of the mechanism went via 2 Carrefour features (door-to-doors) in a unique way.

Result: national television (VRT). Unfortionally at the non-commercial station, so non-branded, meaning without mentioning the brand name. But, this action was another example of "truly branding", meaning it's so recognizable that even without the logo. For the Belgian consumer, it's obvious who organized the event.

Levi's when still straight

In addition to my previous post on Levi's, here the a campaign on their new straight jeans.

Happiness Factory: The Movie

The sequel of the original successful TVC. Yet this time more complex, more expensive and I'm afraid off message. It made me rather think of the Lord of the Rings, not the happiness of Coke...

Ad bag

With these Alchemy Goods Ad Bag, your ad can have a second life. They're made from used vinyl billboards. Funny: the handles are recycled seat belts!

From ADLAND