Earth Day seems like offensive timing for Kleenex product launch

Not sure when Kleenex technically launched this new product, but I just saw the TV spot today (the day after Earth Day). The product is the new disposable hand towel.

The premise basically is for everyone in the family to stop using a cloth hand towel and start using a fresh piece of paper each time they wash their hands. The reason to take this action is anti-germ. They copy says something like, "Your hands are only as clean as what you dry them with."

I checked out the website and it didn't say anything about sustainability -- doesn't look like they even make the effort to use a small part of recycled materials or have a sustainable production facility. There isn't even a mere encouragement to recycle the papers after you use them on your clean hands!

Granted, the people who will purchase this product probably aren't the most conscious of recycling or active with environmental concerns, but maybe they are more aware right around Earth Day. It's probably not a game changer regarding this product's sales, but it leaves a sour taste in my mouth regarding Kleenex's brand and corporate responsibility. 

Has the Burger King jumped the shark?

So the King has been on hiatus for a while, but he's resurfaced recently to steal the blueprints for the McMuffin. When I first saw the TV commercial, it left me wondering if the king was starting to get stale.

First, I think the commercial is pretty funny. Plus the premise is strong -- there isn't anything special about BK's breakfast sandwich (and neither is McDonald's), but the difference is that BK's is just a buck!











The fact that the King is bold enough to do a break in -- and ride a crotch rocket, no less -- gives him some new edge. As a matter of fact, I think this solidifies a strategy of making BK's brand resonate with a different target than McDonalds. Let MickyD's have the moms and kiddos, and BK will take everyone else who's cool.

In the end, I think this new King commercial isn't the shark jump* and I hope that time is still far, far away. I applaud BK and CP+B for sticking to this strategy. Too many times, clients and agencies get the one-year itch and want to change the campaign just for the sake of boredom or revenue. For the rest of the world, we're just getting to know the King better and developing a deeper connection each time he returns.

*Just in case you're wondering what "jump the shark" is all about...http://www.urbandictionary.com/define.php?term=jump%20the%20shark

A really big thing, or big understatement?

Honda recently rolled out their "The Really Big Thing Sales Event" promotion. My first impression was that either Honda or their agency has given-up on developing a creative theme for a promotion altogether. I mean -- how much more generic can it get? This name could be used for any offer, any product and any brand.

I've worked in promotions, and I'll be the first to say that a brand connection isn't compulsory in order for a promo to drive immediate sales. However, it's good to have. For one, it would help consumers remember which manufacturer is offering this program. And it could further crystalize the brand in consumers and current owners minds.

Plus, this concept doesn't even allude to what the offer is about. Without a brand build or a tease on the offer, is a theme/concept providing any value? I guess it would at least help with the creative premise of the ads, right? Well in this case, I don't think so.

The TVC seems to use the "really big thing" as the focus. So really huge displays for the dealerships (giant crash-test dummy, giant zeros). The storyline unwittingly makes the dealership staff look clueless as they wonder what the "really big thing" is and wonder how to display the props. Again, not really helping to support whatever Honda is trying to do for their brand.

The ironic thing is that the offer is really pretty big. Honda hasn't really done something of this magnitude before, so I suppose that point was included in the brief and may be where the entire concept sprung from. Honda's promo is meant to top Toyota's recent discounts which are significant (because they are desperate after their highly-publicized recalls).

I'm not sure that the literal, "The Really Big Thing Sales Event" will translate to consumers; and therefore, how it might perform in terms of sales. If it doesn't, I guess we will never know if it could have performed better if some value would have been placed on the creative concept.