JC Penny apologizes ... not really sure for what

This is brutal.  JC Penny says sorry for changing and "come back" ... but doesn't really say why.  It's a tough spot for JCP -- their former identity clearly wasn't working and their new identity is apparently worse.  Seems like they haven't attracted the new customers they wanted but have agitated their old customers.  If you're a dissatisfied customer, is "we heard you" enough?

 

Dove Real Beauty Sketches

 

I've heard a lot of people say that it's impossible to "create" a viral video ... there's no magic formula, it's like trying to catch lightning in a bottle ...

 

My view ... shareable content isn't hard.  Sharable ideas are hard.  People share stories and beliefs. Shareable ideas cross the threshold between "mmm, that's nice" to "wow, you have to see this"; in the case of humor, they push beyond "ha, that's funny" to "OMG LMFAO".   

 

With 28MM views in just a week, it appears that Dove has found the viral formula again to follow their "Real Beauty" sensation with "Beauty Sketches".  Whereas "Real Beauty" focused on the flaws of beauty as perceived by society, "Beauty Sketches" focusses on the flaws of our own perception. 

 

The work is beautifully produced, simple, emotional, with great story-telling.  The skeptical side of me wonders how much the artist exagerated the portaits based on self-description, understanding the purpose of the sketches was to provide contrast.  That aside, the core idea of "you are more beautiful than you think" is powerful and the sketch artist is a nice creative magnifier for the idea. 

Good Design

A couple items that caught my eye during a stroll through the market today ...

Ole Smoky Moonshine: amazing use of classic mason jar and paper label to match old-timey-ness of moonshine.  

Boom Chicka Pop Popcorn: Simple, bold, to the point.  Clever product name telegraphs "popcorn" with unique attitude in a crowded space. Who says you can't design with words? 

Three Sisters Cereal: boxless cereal packaging isn't just cheap anymore.  Gusseted structure with reseal feature enables sustainability and a positive in-home experience.

Kombucha Wonder Drink: power of simplicity coupled with a bold icon creates great shelf presence and instant  brand recognition.

Mitica Honey: super-premium structure reminded me of perfume bottles.  Interesting way to bring premium cues in from a luxury category.

100% Raw Coconut Water: gets back to the origin of the water and feels more authentic than other competitors.  "Never Heated, Always Harmless" made me pause and think about how processed or unsustainable the other brands may be.

Broker's Gin: fun way to bring brand imagery to life and break-through in a shelf full of tall, skinny, clear liquor.

A different approach to Mayhem

So you're all familiar with All State's Mayhem. I know there are a lot of fans of this campaign and I know I'm in the minority for not loving it.  I've always felt that it's a bit too aggressive and potentially off-putting.  Clearly, it does a great job with break-through but at the end of the day, all I take away is that All State covers a bunch of random stuff that could happen to you.  Of course, it's easy to criticize without having a solution ... so I was very excited to see Liberty Mutual's new spot, which achieves a much more relatable twist on the same message -- life happens, we understand, we're here for you.



vs. Mayhem ...



And to round out the insurance wars, State Farm ... (funny, but you have to believe people really want a local agent)

Target P-Fresh

Shopped at my local Target last night after they finished remodeling into the new P-Fresh (grocery) format. I visited a P-Fresh store a couple of years ago when Target first started rolling them out and it feels like they've made some significant improvements.  The quality of lighting in their freezers are now what you'd expect from the chic retailer, produce looked fresher, the assortment isn't as bare as it used to be.

Overall, I'm a fan -- it feels like an easy place to shop where I know I can get in-and-out with all of my staples.  The smaller assortment (vs. Wal-Mart) didn't feel limiting, particularly since I wasn't in the mood to browse.  They're going to make a splash with these stores, particularly with Boomers and Millennials who are shopping for a smaller household unit and value convenience over variety. 

Adage: What Works In Digital

This is one of the best write-ups that I've read recently on the fundamentals of digital marketing.  [ Link to article ]  In short, marketers today are buying digital to achieve one of five core objectives:

1. To complement to mass media by ...
• Increasing frequency of exposure - the classic 360 model recognizes that consumers interact with 5+ types of media throughout their day and digital is almost always one of them. By reaching them at multiple touch-points with a consistent message, they will be more likely to internalize your message
• Delivering more reach for less money - I don't particularly like treating digital as a cheaper (than TV) reach driver as the capabilities of the mediums are so different ... but I guess some people think about it this way
2. Better (more efficient) targeting vs. mass reach
• Probably the original way digital content providers tried to sell to advertisers.  The fragmentation of TV viewership into the deep corners of Cable content is allowing better targeting on TV now and makes this objective a little less impactful but there's still a strong case if you have a narrowly defined consumer base that you want to reach, there's no better way to find them than with digital
3. Drive advocacy / conversation
• To me, this is the most powerful way to leverage digital but it's not without its limits.  Digital is the only medium that let's consumers instantly interact with and share your message.  It's the only medium that let's them help you build your message.  Countless studies have shown that people trust their friends (and even people they don't know) more than they trust brands.  The holy grail is to engage in conversations that build trust in your brands. The issue is that there is a limited set of consumers who will actively engage vs. just consume, and it turns out that it's pretty difficult to get a lot of people geeked up to discuss consumer goods  
4. Just in time research / insights
• Instant gratification -- what are people searching for? How much time do they spend on one site vs. the next? What kinds of music are they listening too?  We can easily drift into data overload but the power of digital for trendspotting is undeniable
5. Promotion / activation
• Coupons! Ask 100 consumers what would make them more likely to purchase a product, 99 of them will say "coupons."  Digital is an efficient way to deliver coupons and I've seen print rates and redemption rates consistently rise over the years. Fine way to drive a quick hit for a business, not a brand builder ... unless the coupon is just a hook to click-through into a more engaging brand experience

Thanks Mom

P&G continues their great work with the Olympics -- taking boring laundry detergent, connecting it with the ideas of care, love, and mothering, and wrapping it up in a big Downey-soft blanket that reminds moms that P&G has been with them throughout the whole journey. *tear*