Murphy said the Era campaign works even if consumers did not recognize that statements like “Era makes grass stains, stain themselves” were over-the-top echoes of the so-called Chuck Norris facts. The Era campaign, which began on Facebook in late May before running on TV, is created by the Toronto office of Leo Burnett Worldwide, part of the Publicis Groupe.ĭespite Procter’s reputation for staid advertising, the wink-wink tone makes sense because “the world is changing,” said Kim Koster, senior vice president and deputy global category leader for fabric care advertising at Leo Burnett Toronto. Murphy said, “using light humor to speak to this consumer in a unique way that is unexpected for laundry.” The campaign is intended to “bring the no-nonsense personality of Era to life through innovative marketing,” Ms. “Humor is a great way for a marketer to break through and get a message across,” she added. He does not appear in person in the Era campaign rather, his likeness is seen on a tongue-in-cheek seal in the ads and on bottles. Perhaps the only thing stranger than talking about death in reference to detergent ads is talking about Mr. Zombie said, referring to the character from “The Addams Family,” and not “like some child killer out in the woods.” Zombie said he and his cinematographer, Brandon Trost, made the spot “more like a Tim Burton” film than something truly horrifying.įor example, the main character, who is shown tormenting the clothes not washed in Woolite, “is like Uncle Fester,” Mr. “I’m not really sure which version is which,” Mr.
#The laundry guy commercial movie
Still, there are two versions of the commercial: a darker one for Facebook and movie theaters, and a milder one for television. “Eventually, with testing, we got more and more comfortable with it.” Kulik said, “and then we describe Woolite as the savior.”Įven so, after the Woolite agency - Euro RSCG Worldwide in New York, part of Havas - presented a campaign based on that concept, “when we saw the first storyboard we almost flipped from our chairs,” he added, laughing.
“But we’ve always had trouble breaking through with the message,” he added, “because it’s very difficult to change a habit.”Īfter “some of the consumers in our focus groups described what their clothes go through with laundry detergent like a ‘torture,’ we got this crazy idea of the washing machine like a torture chamber for your clothes,” Mr. “Save them,” the ads declare, with Woolite, as evidenced by the campaign’s theme, “Long live your wardrobe.” “Some detergents torture your clothes,” asserts the campaign, which depicts apparel being threatened by ominous devices out of a horrible Halloween. That is no coincidence: the commercial that is the centerpiece of the campaign, making its debut on Thursday on the brand’s Facebook page, was directed by Mr. Reckitt Benckiser, for its Woolite brand of liquid detergent, is introducing ads with a spooky tone reminiscent of a Rob Zombie horror movie.
Meantime, the largest companies in the category are seeking more attention among shoppers with campaigns that are offbeat and even odd. No laundry product marketer has introduced an iDetergent - not yet, anyway. People do not think about them much, unlike higher-interest categories like cars or any gadget from Apple beginning with “i.” The category is laundry products, household staples like detergents, bleaches and fabric softeners. A LOW-INTEREST category in consumer marketing is getting interesting.
0 kommentar(er)
