All media used under US Fair Use for non-profit purposes

All media used under US Fair Use for non-profit purposes

HumanKind is not about advertising or brand propositions or selling products, but a story about people, purpose, and changing behavior.

1 A one implies not just a lack of success but a campaign destructive to the brand

MOTRIN • - Motrin is a company that sells ibuprofen to treat pain • - This campaign was targeted around reaching moms, however, instead it alienated them • - The advertisements associated taking care of babies with pain and left a very bad impression on moms • - Clearly this campaign was destructive to the brand and ended up having to be pulled

AMP • - AMP is an energy drink created by Pepsico • - In their latest campaign the company released an app to try and get the message of the brand out • - The app was called “Amp up before you score” and designed to help guys meet girls • - It caused outrage in people who considered it crass, sexist, insulting, and exploitative towards women • -The backlash was intense and ran like wildfire through the industry

2 A campaign with no idea that doesn’t properly represent a brand

V8 • - V8 Vegetable Juice is a beverage product sold worldwide and made from either seven vegetables plus tomatoes or a mixture of vegetables, tomatoes, and other fruits • - This ad campaign released in 2010 by the company didn’t say anything about the brand or get anyone’s attention • - It has no idea behind it and doesn’t make any human connections

WHEAT THINS • - Wheat Thins are a popular baked snack cracker found in North America, distributed by Nabisco, a subsidiary of Kraft Foods Global Inc. • - In their new campaign the company are using actors like Tracy Morgan to show their new slogan “Do what you do with Wheat Thins” • - This ad has no idea or message behind it, it is different so it will at least get noticed but there is no apparent effort put in by the company

3 A campaign that believes it has a divine right to people’s attention and therefore is invisible

DR PEPPER • - Dr Pepper is a soft drink manufactured by the Dr Pepper Snapple Company that is marketed as having a unique flavor • - The company recently created the drink Dr Pepper Ten and began mass marketing it trying to specifically reach men • - The idea was to have the ad focus around new drink “for men” and not for women • - The campaign doesn’t make any human connections and has not led to more sales or engagement especially within its target market of men

QUAKER OATS • - The Quaker Oats Company is an American food company that is owned by Pepsico, it is most popular for its Quaker Oats • - In 2011 it launched a digital campaign featuring Bob Harper that lived mostly on Facebook and YouTube • - The series was barely promoted and became invisible, most people have never even heard of it which is witnessed in around only a hundred hits per video • - This campaign was instantly forgettable because it did nothing to capture interest

4 A campaign that leaves customers wondering what the brand stands for and is a puzzlement

TRIDENT • - Trident is a brand of sugarless chewing gum sold worldwide • - This campaign series released by the company tried to make the gum more popular in a competitive market • - Although it’s an entertaining commercial it leaves the consumer wondering what the brand stands for • - The ad is very puzzling and it becomes clear that the company didn’t ask the vital questions necessary to make a successful campaign

STRIDE • - Stride is a brand of chewing gum owned by Kraft Foods • - The company usually makes commercials that stand out and are different from other brands, but this isn’t always a good thing • - In this new campaign the company tried out a new slogan that didn’t fall in line with what the company has been doing • - The commercial is entertaining and different but very confusing, if it wasn’t for logos at the beginning and end of the ad it wouldn’t be clear who the commercial is for or what the company stands for

5 A campaign that embodies a human brand purpose and speaks to what the brand does for people

TOSTITOS • - Tostitos is a brand of tortilla chips and dips produced by Frito Lay • - The campaign that they began last year focuses around the idea of the “spokesbag” • - The commercials they released are very funny and entertaining having the possibility of being very good • - The campaign speaks to the brands slogan and image “knows how to party”

CHEERIOS • - Cheerios is a brand of breakfast cereal introduced by General Mills • - Their campaigns have always focused around being good for people from childhood to adulthood • - The commercial from their campaign shown focuses around being heart healthy and serving an authentic human brand focus • - These ads speak to the brands purpose and what it stands for

EVIAN • - Evian is a french brand of mineral water owned by Danone Group • - In this campaign the brand was attempting to change its image and separate itself from its competition • - The ad campaign became very popular and entertaining and embodied their new slogan “live young” • - As much as the ad was entertaining and had possibility the lack of branding and the fact that it could be made into a commercial for almost any brand lessened its impact

6 A campaign with an intelligent idea that invites people in and catches their attention

HELLMANS • - Hellman’s is a brand name for a type of mayonnaise and other food products made in the US • - In order to try and make Hellman’s a more popular ingredient they started a new campaign at supermarkets • - When someone bought the product the register recognized it and then printed out on the receipt a recipe involving the other products in the shopping cart • - This was a very innovative way to grab consumer’s attention and get them to use the brand

COKE • - Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries • - In Australia, Coke was losing consumers and needed to re-engage the people • - They radically changed the bottles logo to include people’s names which brought back an incredible buzz overnight • - It invited people into the brand and caught their attention in a very unique way

7+ A campaign that becomes an “act” not just an “ad” it sells more than just a product

OLD SPICE • - Old Spice is a prominent American brand of men’s grooming products • - In this campaign the purpose was to revitalize a brand by reaching out to younger people • - The campaign was an instant internet sensation and became a great success with people always anxiously waiting for the next commercial to be released • - The company tried to sell the idea of masculinity and not just the product

AXE • - AXE is a brand of male grooming products marketed towards young men owned by Unilever • - When it was first released in the US the campaign “Gamekillers” was started • - It does more than just try and sell a product, it became a television show on MTV and began a craze of young men buying the product • - The company used the campaign not just to sell grooming products but rather to sell confidence

An 8-ball worthy campaign creates change in the way people think and feel on a much bigger scale

DOVE • - Dove is a personal care brand owned by Unilever. In 2006, Dove started the Dove Self-Esteem Fund. It is "an agent of change to educate and inspire girls on a wider definition of beauty and to make them feel more confident about themselves". • - This is part of that campaign that they called the Dove Campaign for Real Beauty • - The reason this campaign is so highly rated is that it sold more than just a product, it has sold confidence and a new idea of beauty • - Dove truly changed how women and especially girls think and feel about themselves

SECRET • - Secret is an antiperspirant/deodorant produced for women by Proctor and Gamble • - In 2011, they launched the campaign “Mean Stinks” • - The campaign combined a great brand idea with an important message, it not only sold deodorant but it sold “nice” • - Secret started the conversation of good and helped start a new culture between teen girls • - It truly helped change the way people thought and felt about one another

ROM • - Rom is the traditional chocolate bar of Romania • - Struggling to sell its candy in their home country of Romania which was struggling itself with a dulling sense of national pride. The company launched a new campaign • - By changing the Romanian flag packaging on the candy bar to the American flag Rom created a countrywide outcry • - This campaign and idea connected on a much larger scale uniting the people of Romania while also gaining Rom 79% of the candy market

9 A campaign that changes not just how people behave momentarily, but literally changes the way people live

HELP REMEDIES • - Help Remedies, Inc. is an American pharmaceutical company based in New York City that sells an assortment of single-ingredient over-the-counter medications started in 2008. • - The purpose of this campaign is to change the bone marrow registration and donation process in order to save people’s lives • - This campaign and idea truly is changing the way people feel and think not just in the short-term, but it literally changes how they live

10 It doesn’t just change how people act or live but changes the world

The work of an advertising agency is warmly and immediately human. It deals with needs, wants, dreams, and hopes. Its ‘product’ cannot be turned out on an assembly line. - Leo Burnett

All media used under US Fair Use for non-profit purposes