This was one of those news stories that I cheered for: Energizer to launch $68 million Bunny campaign
Click here for the full story: it’s a short one.
In part, it says: “We took a step back and challenged ourselves to think differently about the brand – without any preconceptions, without any assumptions,” said Jeff Ziminski, vice president of U.S. marketing, in a statement. “Energizer has always stood for longevity, endurance and the absolute refusal to quit. It began as a product performance benefit (longevity), but has grown into so much more.”
Step back and reenergize your own brand: can you tell me, in just one or two sentences what your brand stands for?
Better yet, turn it into a mantra for your employees to rally behind.
In contrast, this brand story was printed on the same day, in a different newspaper: Morris the cat coming back as 9Lives mascot
Seems weird to me that you launch an advertising campaign this way: “Del Monte said it decided to bring back Morris to mark a complete reformulation of the 9Lives products. The company said Morris would be the centerpiece of a “broad-based marketing campaign” but did not provide additional details.” Why not provide additional details if you’re marketing something to me ???
Click here for Morris’ story. He obviously will need more help.
“” reformulation of the 9Lives products” versus “Energizer has always stood for ”” Hmm.
I’m betting on the Bunny.