-
Opinion
What's in a name?
In this guest post, Moensie Rossier wonders about the power of names for brands and marketers.
Brands have been having a bit of fun with names lately, not to mention a fair bit of success. Interbrand just named a headhunting firm Cloak & Dagger. And ‘Share a Coke’ showed how much power there is in a name.
The Coke campaign effectively short-circuited the usual mechanics of communication. It undoubtedly stroked people’s egos. But, I believe, its success stems from the fact that it directly and automatically affected people’s behaviour, rather than doing so indirectly by shaping attitudes.
Best ads from Super Bowl 2012
The Super Bowl is all done and a team from North America won. But as well as some sort of sporting event, it’s the world’s biggest advertising showcase. See the best of them right here… and please tell us what you think.
How to debunk media myths
In this post, UWS’s Ullrich Ecker, John Cook and Stephen Lewandowsky argue that cognitive science can help PRs form strategies in managing media misreporting.
A growing cohort of commentators has bemoaned the descent of contemporary political “debate” into a largely fact-free zone.
How about simply focusing on what consumers want?
In this guest post, Peter Mountford argues that brands should think more about what is really going on for consumers
Who here is hoping their favourite brand of toilet paper is going to be organizing a flash mob on their way home from work today?
What the Optus web copyright victory means
In this analysis first published on The Conversation, RMIT’s Marita Shelly examines the implications of Telstra’s defeat over the online rights to the AFL broadcast deal
This week’s Federal Court ruling that Optus customers are able to view sporting matches minutes after they are streamed live without breaching copyright is a landmark decision that alters our understanding of copyright law, and has significant implications for the AFL’s broadcasting rights deal.
Does Gina Rinehart’s bite of a chunk of Fairfax make her an oligarch?
In an article that first appeared in The Conversation, Mark Rolfe wonders whether the mining magnate’s move could turn Fairfax into something resembling America’s Fox network.
Australia’s richest person Gina Rinehart has moved to increase her stake in Fairfax Media, owner of The Age, Sydney Morning Herald and a number of radio stations. Rinehart has already shown her desire to play a role in public life, campaigning against former Prime Minister Kevin Rudd’s aborted mining tax. She has also demonstrated a willingness to make media investments to ensure her pro-business worldview is promulgated.
What does this latest move by Rinehart mean?
Gillard's Australia Day crisis
PM Julia Gillard’s media adviser Tony Hodges has been forced to resign over the Australia Day tent embassy debacle.
It came after it emerged he had revealed opposition leader Tony Abbott’s whereabouts, leading to both politicians being rescued by police in ugly scenes.
Mumbrella editor Tim Burrowes and advertising practitioner Jane Caro debate the topic on Weekend Sunrise’s masters of Spin segment:
The biggest cock-up I made in business
In this guest post, Chris Savage urges agency staff to live the brand.I still shudder when I think about how incredibly stupid I was when I made the biggest stuff up of my career. And then, 18 years later, I did it again. Do not make this mistake with your clients. Ever.
Hey Groupon. Thanks for fucking up email
In this guest post, Daniel Monheit warns that group deal overload is devaluing email marketingEmail marketing used to be fabulous. Back in the heady days of 2010, brands would work hard to build up well qualified databases, upon which they’d bestow carefully crafted correspondence filled with information, offers and incentives. The recipients, of course would be delighted: “Oh look! An email! From one of my favourite brands! And it’s 40 cents off at Woolies this week!”.
The staggering sway of Harold Mitchell
The Power Index today names Aegis Media chairman Harold Mitchell as the most powerful person in Melbourne. Andrew Crook profiles him.
Harold Mitchell takes pride in dispensing with the niceties. When The Power Index visited his South Melbourne private office before Christmas, fresh remains were scattered all over the boardroom table.
Share a Coke with… the moronic masses
The most-read story on Mumbrella last year, with not far off 100,000 page views, was a fairly humdrum yarn about the launch of Coca-Cola’s name-on-a-bottle campaign.The headline, “Coca-Cola puts people’s names on bottles in ‘Share a Coke’ campaign”, though hated by any self-respecting sub-editor, was loved by Google. And in rushed what can be politely described as the public.
Assumptions kill creativity
In this guest post, Gual Barwell disagrees that the sales success of the Old Spice social media campaign was overstated.Yesterday’s post from Cathie McGinn suggested the Old Spice campaign failed to connect with consumers. Based on the facts and figures, I disagree.
What Old Spice and Wieden + Kennedy has done and done phenomenally well is to create a franchise.
The SMH's readers (are wrong) editor
We are now about five months into the reign of Australia’s first readers’ editor. And I don’t think it is working.
It struck me at the time of Judy Prisk’s appointment to the Sydney Morning Herald that the fact that her boss was editor-in-chief Peter Fray was not going to be ideal if she was going to be the independent voice of the reader.
The emperor's new fragrance: Old Spice’s campaign failure
In this guest post, Cathie McGinn slays a sacred cow of 21st century marketing – the highly awarded Old Spice campaign.One of the biggest myths of recent times (by which I mean a story of great heroism and triumph we’d all like to believe but deep down know to be untrue) is the Old Spice social media campaign. It’s been much lauded and awarded as an example of outstanding content, a creative and collaborative way of connecting with consumers and driving a record increase in sales.
How reliable are radio ratings?
In this guest posting, Jason ‘Jabba’ Davis wonders how accurate radio ratings can be, since the data is collated from handwritten diaries.
So, the radio ratings season gets underway tomorrow. After a well-earned break, Australia’s commercial radio stations will renew their obsession with figures to see how many of us are listening. Are they winning or losing the ratings war?
The much feared radio survey is the only way to measure the success or failure of a station’s playlist, talent, promotions or even good old Black Thunder crosses. With six-figure salaries riding on the make-or-break nature of ratings, just how accurate are Australia’s radio survey results?
Carlton Draught ads are pulled again
Carlton Draught’s on again-off again advertising campaign has taken a turn for the farcical with the company pulling down the ads for a second time.
The Any Excuse website was removed on Friday without an explanation and later redirected to the main Carlton website.
The move is the latest in a marketing debacle that began when senior management at Foster’s, owner of Carlton & United Breweries, overruled the marketing department and ad agency Clemenger BBDO Melbourne and pulled a series of ads days before they were due to air on TV.
As well as the “Tingle” ad, above, featuring a man getting “a feeling right in his goolies” another featured the mildly risque “Weenis”.
The series of Carlton ads were finally released last week, but online only, and limited to a microsite. Despite that, copies quickly appeared elsewhere.
The move came just hours after Vincent Ruiu, group marketing manager at Carlton Brands, told the Sydney Morning Herald: “Online, it’s unable to offend anyone.”
At the time of posting, CUB’s communications team had not returned Mumbrella’s requests for a comment.
UPDATE:
A CUB spokeswoman confirmed to Mumbrella: “The campaign has now ended.”
She declined to comment on why the site was taken down just over 48 hours after it launched, or whether it is now developing a new campaign with Clemenger.
The spokeswoman said however that it is “business as usual” with the agency.
The only marketing activity currently running for Carlton Draught is the sales promotion “Mystery Prize” campaign which is being led by CUB’s below-the-line agency Apollo.
March 21st, 2010 at 7:52 pm
-
Follow Us
-
Email Newsletter
Latest Jobs- Online Business Operations and Community Coordinator - Ultimo, Sydney
- Project Managers - Sydney & Perth
- Account Manager - Online Display - Sydney
- Senior Account Manager - Online - Melbourne
- Senior Digital Project Manager - Sydney
- Digital Marketing & Sales Manager - Ultimo, Sydney
- Front End Developer - Sydney
- Front End Developer - Large eCommerce Company! - Sydney
- Digital Account Executive - Sydney, NSW
- Social Media Content Manager - O/S Posting - Ho Chi Minh City, VIETNAM
Comments
21 Mar 10
9:00 pm
I think the Fosters executives made the right decision.
These ads just don’t do it for me and I’m not sure who would honestly find them appealing.
21 Mar 10
9:53 pm
They just feel they are just trying to be a little to clever. Great ad are ground breaking, attention grabbing and need to be simplistic in some way to appeal to a mass audience. These ads make you chuckle – good for a couple of views but them are forgetable. Yeh, we all know of the talent behind these ads howeer could it be a case of the King’s new clothes.
21 Mar 10
10:06 pm
close resemblance to and old Reeves and Mortimer sketch “mulligan and o’hare” . And yes these ads are a bit self indulgent by Mr Kuntz.
21 Mar 10
10:55 pm
Hmm no great loss really!
22 Mar 10
1:23 am
Seems to be a lot of pulling going on.
CUB have pulled it twice, and the creatives behind the ads were quite obviously pulling themselves.
22 Mar 10
6:46 am
Bring on the ‘told ya’ haters.
@Elle, it’s ‘too clever’ btw.
22 Mar 10
9:21 am
Just waiting for someone to comment on how they don’t relate to the characters and it doesn’t make them feel like drinking beer (insert rolling eyes emoticon here). These ads are funny, memorable and will cut through the clutter – it’s a shame we won’t get to see them because if a bunch of politically-correct-dont-want-to-put-my-ass-on-the-line marketers. And no, I don’t work for Clemenger.
22 Mar 10
9:27 am
Allan, hmm the ads probably weren’t targeted at men named ‘Allan’ who are spending their Friday evening surfing on mumbrella.
The question you should ask yourself is ‘are these ads targeted at me? If not, maybe there’s a chance the target market WILL like them.
22 Mar 10
10:06 am
These are rubbish, product and price is still the best way to get a message across. A guy standing in front of camera saying “When thirsty drink Carlton Draught,When thirsty drink Carlton Draught,When thirsty drink Carlton Draught……………..” over and over again for thirty seconds will cause a major lift in sales.
22 Mar 10
10:32 am
I loved them. Seems to be a lot of people taking themselves pretty seriously here
22 Mar 10
10:44 am
I’m still amazed that no one has commented on the rugby player getting a feeling in his nose hairs that tells him to take a mood altering substance. At least he’s not wearing a Knights jumper I guess…
22 Mar 10
11:03 am
I think they are great.They target blokes who are beer drinks with good humour.Good on em for giving it a go.
22 Mar 10
11:23 am
I agree with Zeff. They’re a bit of fun and they look like they’d create sales.
Pity management changed and just didn’t like ‘em.
SMH quoted $200,000 wasted. The full campaign looks to me like at least three times that amount. Ouch!
22 Mar 10
11:46 am
The lead singer looks exactly like Steve Jobs when he had a beard.
22 Mar 10
12:42 pm
Found the launch above and the jingle fun. But would it have been less funny if ‘the tingle’ wasn’t connected to the man bits? Probably not. The real pity is that ‘the Carlton Draught tingle’ is one of those brand properties that could deliver many years of great advertising. It’d be sad if all that was lost because the client believed one execution might’ve been pushed a little bit too far. [Their right entirely]. I hope the agency is back on Foster’s doorstep tomorrow with a new ‘tingle’ campaign, jingle and all, that addresses Foster’s concerns. That ‘tingle’ idea is too good to throw out just yet.
22 Mar 10
2:09 pm
It’s a shame, the average ‘punters’ seemed to like it. Obviously been pretty controversial within the industry, but the feedback I’ve heard from outside has been good… Triple M loved them, you can’t get much more average than that
http://www.triplem.com.au/bris.....-7to5.html
22 Mar 10
2:50 pm
The Flight of the Concords should have been given the brief – Brett would have killed it
22 Mar 10
3:13 pm
I liked them to be honest. They weren’t anything ground breaking but they were fun and i think the target market would have had a good giggle down at the pub about the tingle – bit of a shame they wont air.
22 Mar 10
3:14 pm
“The company then decided that having spent the best part of the $200,000 it had paid in fees and production..”
Um…7 executions for 200k?
At Clems???
OK..
22 Mar 10
3:42 pm
“I think the Fosters executives made the right decision.
These ads just don’t do it for me and I’m not sure who would honestly find them appealing.”
-I do: in fact I LOVE them. they are funny, memorable, witty and ultimately watchable. It has been a long time since I saw that on Australian TV. Its a shame the client is such a pussy.
22 Mar 10
4:20 pm
As the ads are no longer embedded in the Carlton website, they are now allowed to roam on the internet virally. I am sure the supporters and the detractors will both watch with interest over the next few weeks/months..
For my 2 cents, the “Tingle” itself is great. But somewhere along the way they overcooked the idea and the films became a wee bit self-indulgent.
Hard to imagine heads aren’t going to roll.
22 Mar 10
5:10 pm
You can’t tell this is a marketing blog at all by these responses at all can you?… bottom line, they are rather … I can’t put my finger on it… (creepy?), and don’t put Carlton Draught in a good light at all. Although what does shine through is that the team behind the ads have had a great time and great freedom making this ad, and unfortunately this creativity was cut short by the big suits at the end of the process.. never good. I’ve heard many ‘for’ arguments for the ad, but they seem to all be from creatives cheering they have something so ‘out there’ approved/produced for such a big brand (wow it pushed the envelope etc) or people saying they like it, as it is so predictable to say that a generally unlikable ad is simply NOT enjoyable. Perhaps lets not just pat each other on the backs for the sake of pushing a creative idea that is ‘out there’ and not doing much for the brand, or being so aware you’re in a blog with some of your advertising/marketing peers, and wanting to have a ‘pro’ post to point out your insight and wit. It’s the equivalent of knowing and loving a band no-one else knows about on the indie muso scene – fake and self important
22 Mar 10
5:55 pm
Ant presenting to the Fosters management.
http://www.youtube.com/watch?v=9JitDWQI9qc
22 Mar 10
6:00 pm
The major problem is that the product (Carlton Draught) is an awful beer. Possibly worse than KB was.
23 Mar 10
9:17 am
In reply to Trevor’s comment. Who is an average punter? Is that someone who doesn’t work in advertising and waits for us cool people to make his life worth living?
26 Mar 10
12:14 pm
What were Clemenger and CUB thinking? This series of ads (tingle, nose hair, leg, elbow) is lame. Give me – ‘the average punter’ – the Coopers’ beer ads (and beer!) that beautifully target the Saturday night SBS TV RockWiz show’s audience. Daggy-hip and wet yourself funny.
26 Mar 10
12:37 pm
I’m starting to think we are reading something into this ‘scandal’ that isn’t there. I would suggest the ads were pulled because they don’t adhere to the advertising standards for alcohol advertising.
my reading of it, a i should stress I’m not a lawyer, but the ads seem to be in breach of a number of the clauses including:
- Must not suggest that the consumption of alcohol beverages offers any therapeutic benefit or is necessary aid to relaxation (that Knee seems to suggest that beer can fix it, also it tells him that his way to be free is to drink beer)
- There is a clause about driving cars in alcohol ads, which states – ‘in all cases it most portray safe practices, I suggest running off the road and driving through paddock is not safe.’
- Also they ‘must depict the responsible and moderate consumption of alcohol beverages’ – I think the problem here might be the desperation with which the main characters runs/drivers/escapes a office to go get a beer is not responsible.
I think the story might be that no one checked the regulations before they made these ads, which would seem like the big stuff up to me.
Having said that, after reading the guidelines I think I understand why all beers ads are the same, the list of things you can’t do is as long as your arm.
26 Mar 10
5:23 pm
Very interesting Leon. One would hope the spots did receive CAD approval as it would certainly make a nice precedent for future reference.
27 Mar 10
8:03 am
Leon, these ads had both Aaps and cad approval.
Trackbacks/Pingbacks