The other day when I was walking to work, I can across this billboard for Chobani Greek yogurt.
The billboard is very simple, featuring a cup of the Greek yogurt and a quote from a devoted Chobani fan.
“Chobani is heaven!!!!!!!”
The quote? Brought to you by @Kgmoll via Twitter.
The billboard is part of a larger campaign that revolves around customers’ love of Chobani Greek yogurt. Visitors to Chobani’s website are even invited to submit their Cobani “love stories”….video clips, photos, recipes or anything that displays their love for the Greek yogurt. Each week, Chobani gives away a free case of yogurt to the story with the most votes.
Why? Because satisfied customers are the best spokespeople. Look, even Cleo the bird loves his Chobani!
I’m a big fan of Chobani. And now? I’m a big fan of Chobani’s marketing strategy, too!
I’m not sure if you know this or not, but I’m a big fan of U by Kotex’s marketing. First they created a series of ads that poked fun of the stereotypical feminine hygiene ads (ie pretty girl, white pants/swimsuit, etc.). Now? They’re running a contest called Ban the Bland Design Challenge.
What’s the challenge? Girls are invited to design a pad (yes, as in a maxi pad) or a carrying tin through their website, BantheBland.com. The winner gets the chance to work with fashion designer Patricia Field (think Sex and the City, Ugly Betty, The Devil Wears Prada).
Entering is really easy. Girls design a pad…
Or a carrying tin…
Then, the designer is asked to submit a short essay about the inspiration behind the design. Because feminine hygiene doesn’t have to be boring. In fact, it can be just as stylish as you!
If you’re a fan of Mother Earth, check out this nature themed pad from designer Kimberly.
Or maybe you’re more of a rockstar and this skull-clad pad by Lindsey is more your style.
Ban the Bland is a fun idea and a great way to engage customers and encourage creativity. And sure, some may argue that a fashionable pad is pointless since no one will see it but you, but there’s no denying the feel-good mood that comes over you when you’re wearing a cute pair of underwear–even though nobody else can see it. I’m excited to see the winning design!
Remember those commercials for U by Kotex that I loved? The ones that mock everything we’ve come to expect from a tampon or pad commercial? Well, now Tampax is coming back and mocking U by Kotex.
In this magazine ad for, a pretty blonde girl is limbo-ing on the beach. In a white bikini. Surrounded by a sea of other attractive people. We’ve got pretty much all the stereotypes that U by Kotex mocks in their ad campaign…all wrapped up in one little magazine ad. Aren’t you relieved that you’re not the only one who loves to limbo when it’s that time of month?
The copy reads:
“At a moment like this, I don’t care if my tampons came in a little black box. I just want ‘em to work.”
The little black box the ad is referring to? The distinctive black packaging that U by Kotex pads, tampons and liners arrive in.
I don’t use either of these brands, so Tampax may very well be the superior product. And I’m totally on board with Tampax’s copy about wanting your feminine hygiene products to work well when you need them most. But when it comes to advertising and creativity? U by Kotex is clearly the winner. I’ll take non-nonsense over cheesy any day.
In a world full of celebrities that have big heads and take themselves way too seriously (ahem, Charlie Sheen anyone?), Ellen DeGeneres is different. She’s fun. She’s a breath of fresh air. She’s…refreshing. Refreshing like a tall glass of water. Or, say…a nice bottle of VitaminWater. What a perfect pairing!
The ad is primarily black and white with a splash of color—and the star of the show is obviously the product. The copy? Simple and playful.
Tasty for your tongue.
Vitamins for your body.
(and zero calories to go crazy about)
VitaminWater’s parent company, Glaceau, is fond of simple, clean ads. Remember the SmartWater campaign featuring Jennifer Anniston? Also black and white with just a splash of bright color. Also simple.
Even the company’s website is refreshingly simple. Simple imagery. Simple copy.
Ellen DeGeneres doesn’t take herself too seriously. By choosing Ellen as their spokesperson, VitaminWater is proving they don’t take themselves too seriously either. And in a world where everything’s always so serious…that’s seriously refreshing.
There are certain product categories that i wouldn’t want to write ads for. Adult diapers. Hemorrhoid cream. Feminine hygiene. Especially feminine hygiene.
Why? Because I feel like all ads for tampons and pads are exactly the same…and ridiculous to boot. They all feature pretty girls dancing around with not a care in the world…often wearing white pants…sometimes even wearing swimsuits. The message seems to be, “Buy our brand of pads or tampons and your period will be a party.”
I don’t know about you, but when that time of month rolls around for me, I don’t feel like twirling around in white pants. I feel like throwing a rock at the TV every time I see a tampon ad.
Which is why I loved this ad for U by Kotex, a new line of tampons, pads and liners. It mocks all the stereotypes of feminine hygiene advertising. Pretty girls. Carefree dancing. White pants.
I love this ad because it’s relatable. I’m not the only one that is fed up with tampon ads. Heck, a tampon company is even fed up with tampon ads.
This is an innovative approach for a 90-year-old feminine care brand. Mocking traditional feminine hygiene advertising–include some of Kotex’s very own advertising (check out the “Reality Check” spot that mocks clips from older Kotex ads)–was definitely a risk. But it was a good risk that yielded a great campaign.
Making fun of your own industry AND your own company to prove a point? Now that’s bold.