Busting down barriers and breaking the rules may not work so well if you’re a doctor or lawyer. So welcome to the world of advertising and creative production, the perfect place for people who don’t care for or play by the rules. High quality, authenticity, and wickedly unorthodox content is achieved by pushing toward, and through, the edges of what has already come before.
One Mad Hit Juice Box. V’Nilla Cookies & Milk. Whip’d Strawberry. Carnival Crunch. Twirly Pop. Could these be new ice cream flavors from Ben & Jerry’s? Or Kellogg cereals? Nope. They are flavors of E-Juice, also known as smoke juice or E-liquid, a nicotine-based liquid used in electronic cigarettes and personal vaporizers.
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.