Marketing in Motion
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Marketing in Motion
Marketing practice is rapidly changing. This topic explores the latest trends in marketing communications, digital and mobile marketing, social media, community / tribal marketing and value co-creation.
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Suggested by Richelle!

Charmin 'Rolls Out' Bold New Native Ad Campaign

Charmin 'Rolls Out' Bold New Native Ad Campaign | Marketing in Motion |
Joachim Scholz, PhD's insight:

By Richelle Gaudet:


Confidence in traditional digital display advertising is quickly diminishing as consumers have become used to ignoring ads in almost a subconscious manner. Native advertising is a method of advertising that seeks to provide content in the context of a users experience, taking advantage of a media platform in the ways that consumers are actually using it. The goal is to make advertising less intrusive, increasing the likelihood that consumers pay attention or click on an ad.[1]  Recently, one of the most well known names in bathroom tissue, Charmin, has started using native advertising for the launch of their new promotional musical campaign based on the companies tagline “We all go, why not enjoy the go?”


The campaign features 30 second bathroom themed ballads, which Ripp identifies as “so well crafted, catchy, and authentically pop that many listeners are unaware that they’re enjoying an advertisement”, let alone a song about the ‘go’. The toilet tunes are taking advantage of available channels such as YouTube and iTunes radio, where a number of consumers listen to their favorite music hits.  The campaign acts to create interest around a highly commoditized product reaching audiences formerly oblivious to brand loyalty for bathroom tissue.


Good advertisements must be able to break through the clutter to gain and hold attention by providing content that is interesting, useful, or entertaining.[2] The merging of advertising and entertainment is one strategy, which can be used to create brand messages that are a part of entertainment rather then an interruption.[3] Charmin’s creative combination of informative marketing and musical entertainment is an interesting attempt at advertising which is sure to captivate consumers and convince them to choose Charmin as their “Number 1, when they go Number 2”.


[1] Ratcliff, C. 2013. What is Native Advertising and why do you need it? Retrieved from:

[2] Armstrong, G., Kotler, P., Trifts, V., Buchwitz, L. 2012. Marketing: An Introduction, Fourth Canadian Edition. Pearson Education Canada. 4th Canadian edition. PP. 464.

[3] Armstrong, G., Kotler, P., Trifts, V., Buchwitz, L. 2012. Marketing: An Introduction, Fourth Canadian Edition. Pearson Education Canada. 4th Canadian edition. PP. 465.

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Suggested by Tim Hughes!

Domino's Posts Customer Reviews, Good and Bad, in Times Square

Domino's Posts Customer Reviews, Good and Bad, in Times Square | Marketing in Motion |

In order to break through the clutter that exists within the highly saturated pizza market, Domino’s elected to make creative use of the consumer insights that it had been collecting through online consumer feedback. More specifically, the organization decided to feature select customer comments (both positive and negative) on an enormous digital billboard in New York City’s Times Square. By doing this, Domino’s hoped to both increase its perceived transparency and improve its quality consistency as well. However, this initiative failed; Domino’s excessive honesty led to an overexposure of the company’s flaws, ultimately tarnishing its perceived product quality.

In COMM 335, we have often spoken of both the importance of collecting consumer insights and also of the difficulties that company’s face when trying to “break through the clutter” of saturated markets. Though unsuccessful, Domino’s has provided us with an excellent example of how companies can creatively tie both objectives together. 


Tim Hughes, 06302878, COMM 335-1, Article, Consumer Insights, "Breaking through the cluttler", Domino's, Perceived Quality   

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Suggested by Jordan McDonald!

The Power and Failure of Humor

Because of the fact that so many products are sold in markets with very little product differentiation marketing professionals view emotional advertising as the key to brand loyalty. There is no definitive answer for which emotional appeal is the best, as it will differ based on the product and also the types of consumers that the brand is targeting. However, in the case of soft drinks Pepsi has shown us that humor can be incredibly powerful. 10 months ago Pepsi released an ad that focused on happiness and utilized a fantasy to try and associate their brand with their “Live For Now” slogan. The ad was very well done, however it has only received 1.2 million views since it was launched. 6 days ago Pepsi released another video, but this one focused on humor appeal. The video features Nascar driver Jeff Gordon and films him as he plays a prank on an unsuspecting car salesmen. It has been incredibly well received as it has already generated almost 26 million views and thousands of shares on social media sites. Some would say this is successful and that the ad is already a huge hit for Pepsi. I on the other hand question its real effectiveness. I feel like the humor overpowers the message and people are not going to remember the brand. Pepsi does not do a great job of connecting the humor to the product or its benefits. It does not tie in the products attributes, the product benefits, or the personal value that is obtained from consuming their beverage. The brand or product is barely present during the advertisement and (in my eyes) is poorly linked at the end.


The Pepsi ad does a great job at cutting through the clutter. Its also hilarious, there’s no denying that. Both of these things are great in theory and most would think they are key indicators of a successful marketing message. But as we have seen, this is not always the case. Like many humorous ads from the past, “hilarious” does not always indicate success.


Only time will tell how effective the video really is. But in the mean time, how do you think it will do?


Jordan McDonald I 06004114 I COMM335-1 I #emotionalappeal, #humorappeal, #pepsi, #messagedesign, #marketingcommunication

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