Day: April 16, 2013

Now… I’m personally not really a fan of this video… it kinda grosses me out .. (and not much grosses me out). But people seem to like it.
However… I do love it when any brand (especially a big one like Kmart) takes risks. And this is pretty risky for such a mainstream brand.
Strategically I’m not a huge fan either because I really don’t get why you would want to ship pants from a store when you can just take them home with you … it starts to make sense when they get to the shipping furniture bit midway … and they do explain the real benefit at the end.

Last time I wrote about an amazing campaign (more like a part of a rolling, ongoing campaign) from Dove Real Beauty … and now they’re at it again. This is momentum marketing at it’s best. They’re knocking out fantastic, thoughtful, thought-provoking content (with a consistent underlying message) so that the new one enters our consciousness just as the old one is fading. This isn’t branding… this is brand BUILDING!