How do you take a household product and give it cultural relevance? Like this: Take one part household cleaning product line, Pine-Sol® and two parts marketing and communications agency, AXIS. Mix it all together and you’ve got a multicultural marketing campaign. Together, Pine-Sol® and AXIS created the “Makers of Home” campaign, branding Pine-Sol® through diverse home stories and statistics. The makers of …
When it’s Wrong to be Right
The best intentions can still backfire in the media game. In an attempt to address the issue of race relations, Starbucks CEO Howard Schultz faced an immediate and intense social media backlash to his “Race Together” campaign. “Our objective from the very start — dating back to our first open forum in Seattle last December — was to stimulate conversation, …
#Boycott Media Mistake
Remember that, when used correctly, media coverage can be a powerful communications tool for yourself and your brand. So, before making any statement to the media, ask if yours is a message that will help or harm. Fashion designers Domenico Dolce and Stephano Gabbana have recently offered personal opinions that did not reflect well on them or their brand to …