Market research revealed a strong sentiment that big banks were disconnected with the average consumer at a time when the banks were wanting to tap into the lucrative suburban and rural consumer banking market. Under the previous regulatory environment, that market had been fragmented and unaccustomed to serious competition. The strategic positioning on which this campaign is based targets businessmen and women to build an affinity that would result, in turn, in their receptiveness to Chemical Bank for their consumer banking as well. This tag gives a personal touch to a major international bank while retaining all the strength it brings, reinforces the brand by playing on the word “Chemical,” and conveys the synergy—even alchemy—that’s possible when working together with Chemical Bank. You and Chemical Bank. There’s chemistry between us.™ Copyright 2010 Matt Guest
Another fine product of The Little Old Lady from Contadina™ Copyright 2010 Matt Guest For many years, Contadina brand foods had been allowed to languish with minimal consumer marketing. This early 1990s campaign puts Contadina back in the public eye while capitalizing on the era’s affinity for nostalgic retro music with Jan and Dean’s “The Little Old Lady From Pasadena.” The connection with the song conveys the feeling that the product, like the little old lady, will surprise by offering more than expected.
Copyright 2010 Matt Guest CompuKids Computer Learning Centers wanted to convey to educators in the public schools its intent to partner with them while rising above the fray of “me-too” companies, such as purveyors of pricey chocolates, who were perceived as benefitting much more than the schools they were supposed to help. This campaign pulls no punches, addressing that market perception head on with the tagline, “CompuKids. Something you can feel good about.™” The use of the Kids font on the word “guilty” plays on educators’ apprehensions about school fundraisers foisted on kids and their parents.
Copyright 2010 Matt Guest LDS Family Services specializes in family counseling and adoption services. The tagline and artwork was created to highlight their counseling services for couples and had the ability to double as a journal banner and centerpiece of a print campaign. Note the double entendre connoting simultaneously that this is a place where 1) marriage issues (“Marriage matters”) are discussed with 2) people who understand the significance (“Marriage matters!”) to the target audience of marriage as an institution. The prescriptive “Rx” symbol is universally recognized as a source of competent, confidential healing – two key desirability traits identified by target audiences.
And everything nice. ™ Copyright 2010 Matt Guest Grace Foods wanted to introduce its new brand of condiments having a unique flavor. The Grace name evokes old-fashioned goodness from a turn- of-the-century Victorian kitchen, and this campaign capitalizes on that feature by morphing the name into someone’s Grandmother, evincing good home cooking such as your Grandmother might make. The brand name, “Butter Spice,” is developed to capture the unique flavor combination of Grace’s new product. The tagline, “Butter Spice. And everything nice™” reinforces that message with the target audience, homemakers and other women in the 25-55 age demographic, by invoking the well known children’s nursery rhyme, “Sugar and spice and everything nice; that’s what little girls are made of.” The “Butter Spice” font type reinforces the turn-of-the-century feel.
CompuCare, a subsidiary of CompuKids, incorporated the latest in computer training for children with a comprehensive preschool education. This campaign pits CompuCare directly against traditional early education and reaches out to decision-maker parents by touting the non- traditional, bonus training a child receives transparently at CompuCare centers which will help children succeed in the new world of ubiquitous computing. It does so by playing off the well-known bestseller and de facto parenting guidebook of the time by author Robert Fulghum. Copyright 1998 - 2010 Matt Guest CompuCare, a subsidiary of CompuKids, incorporated the latest in computer training for children into comprehensive daycare. This campaign pits CompuCare directly against traditional early education and reaches out to decision maker parents by touting the non-traditional, bonus training a child receives transparently at CompuCare centers which will help them succeed in the new world of ubiquitous computing. It does so by playing off the well-known bestseller and de facto parenting guidebook of the time by author Robert Fulghum.
ARNOLD-SHINJOFASTENERS Arnold-Shinjo. Fastenating.™ Welding causes you grief. Now you have options. Arnold-Shinjo has designed a new generation of rivet nuts allowing customized solutions on all sheet thicknesses from 0.4 to 4.5mm. Copyright 2010 Matt Guest Arnold-Shinjo sells fastening products, primarily to the automotive industry. Fasteners are largely seen as a commodity. As with any manufacturer in this situation, Arnold-Shinjo needed to differentiate itself from competitors and simultaneously convey its new weld substitute that could revolutionize the previously weld-dependent industry. “Arnold-Shinjo. Fastenating.™” debunks the commoditization notion, playing on the word ‘fastener’ to show the product is being looked at – and merits looking at – in new ways. The tagline also conveys action, establishing Arnold- Shinjo as a technological innovator and further distancing Arnold-Shinjo from commodity businesses and products.
Copyright 2010 Matt Guest Click on image to view PSA on YouTube The National Hospice Foundation is a 501(c)(3) nonprofit which needed to raise awareness and distinguish itself from its competitors, including hospitals. Focus groups identified patient comfort and compassion as the key desirable features as caregiver / decision makers consider end of life options for their loved ones. This TV ad campaign tackled the hospital issue: “I will not die here,” and proceeds to show with warmth and compassion the personalized care available at Hospice. The spot ends with the tagline emerging from the focus groups, “Comfort and compassion when it’s needed most,” and directs viewers to a website for more information. The campaign achieved the highest gross impressions of any PSA upon its debut and was recognized with an Emmy nomination.
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