Bounty Puts a New Spin on Spills
The Wall Street Journal
http://online.wsj.com/article/SB123482144767494581.html
This article describes Bounty's new ad campaign, which features women having a more proactive attitude towards household messes. Instead of their typical commercials, which feature mothers panicking over spills while a Bounty sheet saves the day, these commercials show mothers with a tougher, "bring it on" mentality. P&G has found that these women, who are responsible for a majority of their sales, are being calmer, or at least trying to be, about spills and messes. P&G hopes that these ads can continue to bring about revenue increases in the current economic situation. While paper towel sales overall have looked bleak, Bounty has still increased its sales over the past few years. They hope to continue to differentiate themselves from private-label paper towels by offering better value, in addition to the new campaign directed towards their target market.
I feel as though Bounty is on the right track with their campaign. It is not considered "cool" to flip out about a stain or spill. Who hasn't heard "There's no use crying over spilled milk"? The laid back attitude is one that is deemed attractive. Especially when it seems as though so many other things could go wrong in this economy. In the scheme of things, a mess isn't a big deal. So there's no need to stress. I give kudos to Bounty for this advertisement, but don't know if it will actually spur sales. However, Bounty's reputation for higher value will continue, and this can hopefully carry them through the recession.
Tuesday, February 17, 2009
Tuesday, February 10, 2009
Depression in the Recession
Face It: You're Addicted to Success
Wall Street Journal
http://online.wsj.com/article/SB123423234983566171.html
The current economic situation is not only taking a hold on people's pocketbooks, but their state of mind as well. As a society, we have long associated people with their profession, or "what they do". It's often a common question we ask upon first meeting people. "Hello Mrs. Smith, what is it that you do, again?" This article taps into this sense of identity, saying that as people around the country lose or change their jobs, they are losing that identity. Instead of a conversation going like this: "What does your wife do?" "She is a 1st grade teacher", it goes like this: "What does your wife do?" "Well, she was recently laid off". How does that wife feel now? She has lost that sense of identity. The article goes on to say that as people become higher up in a company or organization, they continue to thrive off of their success. However, are they really happier? One successful professional said no. "I've published a lot of books, but when I look back, I'm no happier than in graduate school sleeping on a mattress on the floor," said Dr. Robert Leahy in the article. A solution to this problem? The article suggests a better work/life balance. Rather than continuing to associate oneself with their work, these people need to have a life and fulfillment outside of their profession.
I can identify with this article, not because I have lost a job and seemingly my identity, but because I am currently searching for a job in a tough economy. I have always seen myself as an independent and successful person. Sure, I have definitely failed at tasks and made mistakes, but I like to think that through continued perseverence my success can outweigh my failures. Yet, through the job-searching process I can't help but feel an overwhelming sense of defeat. I am starting to question if I really have been successful in the past and if all my hard work has no purpose in terms of finding a career. Thus, I am placing my identity in "success", which I am defining as a job or career. I can take away from this article that a career or job is not how I should define myself completely, and even that finding my ideal job right now probably won't happen.
Wall Street Journal
http://online.wsj.com/article/SB123423234983566171.html
The current economic situation is not only taking a hold on people's pocketbooks, but their state of mind as well. As a society, we have long associated people with their profession, or "what they do". It's often a common question we ask upon first meeting people. "Hello Mrs. Smith, what is it that you do, again?" This article taps into this sense of identity, saying that as people around the country lose or change their jobs, they are losing that identity. Instead of a conversation going like this: "What does your wife do?" "She is a 1st grade teacher", it goes like this: "What does your wife do?" "Well, she was recently laid off". How does that wife feel now? She has lost that sense of identity. The article goes on to say that as people become higher up in a company or organization, they continue to thrive off of their success. However, are they really happier? One successful professional said no. "I've published a lot of books, but when I look back, I'm no happier than in graduate school sleeping on a mattress on the floor," said Dr. Robert Leahy in the article. A solution to this problem? The article suggests a better work/life balance. Rather than continuing to associate oneself with their work, these people need to have a life and fulfillment outside of their profession.
I can identify with this article, not because I have lost a job and seemingly my identity, but because I am currently searching for a job in a tough economy. I have always seen myself as an independent and successful person. Sure, I have definitely failed at tasks and made mistakes, but I like to think that through continued perseverence my success can outweigh my failures. Yet, through the job-searching process I can't help but feel an overwhelming sense of defeat. I am starting to question if I really have been successful in the past and if all my hard work has no purpose in terms of finding a career. Thus, I am placing my identity in "success", which I am defining as a job or career. I can take away from this article that a career or job is not how I should define myself completely, and even that finding my ideal job right now probably won't happen.
Wednesday, February 4, 2009
Take a Break from all that Glitz and Glamour Advertising
Las Vegas Touts Its Affordability
The Wall Street Journal
http://online.wsj.com/article/SB123371001940445955.html
Las Vegas has been struggling due to the current economic situation and is now trying to fight back with a new advertising campaign, "Vegas Bound". The campaign tells Americans that they have been working hard and deserve a break. Thus, they can return from their Vegas vacation rejuvenated and fresh. Las Vegas is trying to change its image from a city of over-indulgence and irresponsibility to that of a get-away and vacation area due to the economy and lack of discretionary income. To accomplish this, marketers used a group of 100 individuals from Cranfills Gap, Texas. While the article states that several small towns were considered, marketers felt "The Gap" embodied working-class America, their target market.
While reading this article, I couldn't help but think of the brand that Las Vegas has built up over several years. It has been known as the city of spending, drinking, partying, and gambling. All these things seem like a bad idea in a bad economy. So Vegas decides to change this brand, after all the time and work its put in to building it up. I understand the reasoning. I just don't think it's reasonable. Is it reasonable to expect that consumers might think of something completely different than they've been trained to for the past how many years when they hear the words "Las Vegas"? I think Las Vegas has done such a great job selling its brand and city image that it will be difficult to change now. Is the attempt at re-branding worth it? Will the recession be over by the time marketers can put a dent in Vegas's reputation? I sure hope so.
The Wall Street Journal
http://online.wsj.com/article/SB123371001940445955.html
Las Vegas has been struggling due to the current economic situation and is now trying to fight back with a new advertising campaign, "Vegas Bound". The campaign tells Americans that they have been working hard and deserve a break. Thus, they can return from their Vegas vacation rejuvenated and fresh. Las Vegas is trying to change its image from a city of over-indulgence and irresponsibility to that of a get-away and vacation area due to the economy and lack of discretionary income. To accomplish this, marketers used a group of 100 individuals from Cranfills Gap, Texas. While the article states that several small towns were considered, marketers felt "The Gap" embodied working-class America, their target market.
While reading this article, I couldn't help but think of the brand that Las Vegas has built up over several years. It has been known as the city of spending, drinking, partying, and gambling. All these things seem like a bad idea in a bad economy. So Vegas decides to change this brand, after all the time and work its put in to building it up. I understand the reasoning. I just don't think it's reasonable. Is it reasonable to expect that consumers might think of something completely different than they've been trained to for the past how many years when they hear the words "Las Vegas"? I think Las Vegas has done such a great job selling its brand and city image that it will be difficult to change now. Is the attempt at re-branding worth it? Will the recession be over by the time marketers can put a dent in Vegas's reputation? I sure hope so.
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