Nike – ‘Colin Kaerpernick – Just Do It’ Nike stoked controversy when it revealed an ad starring NFL quarterback Colin Kaepernick. Created by Wieden+Kennedy, it featured the American footballer alongside the strapline: ‘Believe in something. Even if it means...
If there was a marketing mantra in 2018, it was probably: ‘We put our customers at the heart of what we do.’ It is a cosy, magnanimous claim that speaks well to the boardroom and earns nods in conferences. But under a warm spotlight, the promise often fizzles into...
Procter & Gamble Co. is launching a sort of online personality test called HairCode. It aims to match people to its roughly 120 products by hair type, and to connect those types to each other on social networks. (So people with fine, wavy hair, say, can share...
Breast pumps, boilers, drinking straws and mattresses don’t tend to scream ‘buy me’. They are functional, useful products, but it’s rare for consumers to search for items like these by brand. More often than not people buy them out of necessity rather than desire, to...