Fashion retailer H&M prominently featured "Sustainability Profiles" in sustainability marketing campaigns for its products, and yet a dress claimed to be made with 20% less water on average was actually made with 20% more water, according to a class action…
The number of deer hunted in the U.S. purportedly decreased by half in the years following the animated film Bambi’s release, and pork sales dropped by around 20% when Babe hit theaters across America. It seems anthropomorphizing adorable animals is…
Summer was on sale again in May at Southwest Airlines, whose smiling pilots and flight attendants offered one-way fares as low as $49 as part of its annual, multi-platform "Transfarency" marketing campaign. For decades, Southwest Airlines led the nation’s domestic carriers as one of the most aggressive advertisers, with a $218MM advertising budget in 2015. Its front-facing public relations and brand strategy projected an image of the nation’s most consumer-friendly airline with a family-style employee culture. The investment paid off with good press and high returns.
Until it didn’t.
Dove’s “Campaign for Real Beauty” remains a standout after more than 14 years. By deconstructing beauty norms at a time when few women considered themselves beautiful according to modern standards (in other words, skinny, young, and blemish-free), the personal care brand created what Ad Age considers the No. 1 campaign of the 21st century. A successful brand campaign such as this may look effortless, but it’s the product of skilled marketing expertise, good strategic judgement, and boundless creativity. But what about the campaigns that don’t meet these criteria?
get up close and personal with curmudgeon group. our company brief was released this morning and is available to the public on slideshare. check it out below and let us know how we can help you in 2016! Curmudgeon Group…