Nespresso for everyone

The new Nespresso commercial featuring George Cloony is out. This is the second in line to activate the “What Else?” campaign launched one year ago, when George Cloony became the new brand icon.



This is a best practice to illustrate the inclusive strategy of Nespresso. It takes into consideration the requirements of a specific target group (in this case baby boomers) without excluding the rest of your main target group (20-45).
George Cloony is aspirational for both age groups.
The opposite example is Dove with its Pro-Age range targeting 50+ women. It’s positioning is explicit in the whole marketing mix (packaging, product benefits, media selection, etc.).

Axe versus Dove - What's Unilever's message?

It's a pity how Unilever spreads 2 contrary messages into the world.
I thought consumers would think this is important: once they would start to understand Axe and Dove are from the same company, the credibility of the Dove’s self-esteem fund would drop below zero.

But the numbers prove the contrary. On Youtube, the new Dove movie (Dove Unslaught; posted 4 weeks ago) has far more clicks (785.867) than this message (posted 2 weeks ago) with merely 21.562 clicks!

Viral champagne

It's a little bit early, yet this is an outstanding viral campaign as a lot of funny e-mails are sent at work.

A pitty the marketing team can't measure the number of views.

Nokia reaches out to angry iPhone early adopters

After only 66 days, Apple decided to cut the price of their iPhone with 200 USD. Protests from Apple lovers were loud. They felt abused when they discovered their passion was nothing more than business. For Apple, this was just a profit maximization, especially with the Christmas holidays to come. Everybody knows this was going to happen (electronics always drop in price over time), but not that fast and with that amount!

The Nokia marketing team immediatly understood the feelings of these early adopters. Only 1 hour after the announcement, the Finnish company launched an Adwords campaign towards this target group. When early adopters Googled "iphone price drop", a sponsored link named "Sorry, Early Adopters" appeared. It referred to Mosh, Nokia's social network. The impact was huge as Nokia reached Apple's most loyal consumers right at the moment when they felt betrayed.

With this campaign, Nokia used 2 of the benefits of the internet: speed and creativity. Of course, this is only possible if you understand your target group long before this opportunity occurs.

Adventure Ecology floods Second Life

After Al Gore's movie (An Inconvenient Truth), his book several of his speeches, the on-line community Adventure Ecology created a massive stunt. 6 months ago, they flooded Second Life in order to show what life would be when the ice-caps would melt down: sea levels would rise up to 20ft!

The stunt not only touched the 200.000 avatars, but the PR reached also 18 million people through classic media.

Campaign developed by Ogilvy.

1984 Apple's Macintosh Commercial

With this commercial Apple introduced the first Macintosh in 1984. It illustrates how well the Apple marketers at that time already understood their customers. They recognized a lot of personal computers owners want to be different. They determined a rather large niche group in the market with great value potential that wants to stand out of the crowd. The new Macintosh gave the perfect answer: with this Macintosh, 1984 won’t be like 1984.

Another one to add to my favorite commercials' shortlist.

Dove Onslaught: the new Dove Evolution

This one might hit the same click rate, even though it gets less under my skin.

Nice follow-up for the previous one.