Trends vs UGC - Cola wars style

Brands are always striving to stay relevant to their audience by capitalizing on the latest trend or theme. They encourage people to connect with them and generate content which is the best way of gaining brand ambassadors or UGC is a good way of understanding how people perceive their brand.

Looking at the Cola wars, both Pepsi and Coca Cola have been socially active and are quite advanced on their engagement techniques. Recently two videos were released, both engaging audiences via different methods.

Pepsi decided to be relevant by incorporating the Harlem Shake with their brand. The latest dance craze is a great way of engaging with youth, and a fantastic way of pushing the brand on top for awhile. Not too different from when a lot of brands decided to use Psy's Gangnam style for their own advertising. Its catchy and captivating but definitely not a long term strategy.

Coca Cola has been working on its Open Happiness campaign for a while now, and always thinking of new and innovative ways of sharing the happiness. Their latest venture was a crowd sourced video competition for 2012 MOFILM Cannes Lions, where the winning video was by Hugh Mitton. A touching video about how Coca Cola can bring happiness to people, and really captures what the brand is all about. The best thing about it is that is shows how fans perceive the brand, and it's great when its exactly what they have been trying to promote.

So which one is better? Trend hopping vs UGC 

Nissan Patrol Vs Beethoven

I love ads where you can see the product being used. What is more effective when you are trying to sell something than when you see it in action?

And that is why I like the Nissan Patrol vs Beethoven ad, it is a beautiful concept and however while the campaign could have been launched with a social arm to it, the video simply depicts the power, beauty and grace of the vehicle. Overall very charming.

Re-think Sugar, go with water: An Australia PSA initiative

How involved does a Government have to be in protecting its citizens...from themselves?
The Australian government takes its job very seriously. First it was the graphic warnings on cigarette packets, and now the anti-soda ads.

The Cancer council, Diabetes Australia & the National Hart Foundation are all participating in the campaign to educate the public about the dangers of drinking soda, with the "rethink soda campaign".
But while PSA (Public Service Announcements) are always a part of any government's plan, most of the public are already aware of the dangers of smoking and drinking soda, and yet this does not deter them.

So now, the health organizations are encouraging to increase the tax on soda items. Is this too far? Can the government intervene to stop people literally from themselves or is it their right only to educate and let them be the judge?

While it is a tough balancing act, certainly by encouraging tax, it does not make it less accessible but although more expensive which encourages people to stop and think if the item is really necessary. Overall a good move, as it protects governments from any blame of in-action they may face in the future.

RIM to Blackberry: is it worth the Risk?

So RIM are officially Blackberry and I am in two opinions about the move.

Pro Blackberry:
RIM or Research In Motion initially were what their name implied, research, innovation & change. Blackberry is arguably their most successful brand, and not many would deny. Unfortunately of late, they haven't been able to keep up to their namesake and put their everything into a final last try the BlackBerry Q10 & Z10. This name change refers to the ultimate commitment a company can make to the brand, to show that they have complete faith in it. Literally a company going down with its flagship.

Con Blackberry:
Research in Motion as the name implies is not directly related to the telecommunication world, well if you ignore the Blackberry association. The name is innovative, and if there was a shift in resources to research & development from a technical perspective there is certainly hope for the brand. RIM were certainly one of the most innovative brands of their time, and with a shift in perspective it is possible they may regain it. However by committing to a name shift, they are certainly putting all their eggs in one basket, and is it really worth the risk?

Best Superbowl ad?

What is your favourite SuperBowl ad?

I think my personal favourite is Coca Cola, engaging, catchy, and just beautiful.

SodaStream Effect - Superbowl

SodaStream's ad for Superbowl is short and sweet, certainly not in the league as the other major brands but it certainly deserves a special mention, because the heart of the message is not about how fabulous the product is, and how much you will love it, but "if you care about the bubbles, set them free". The use of SodaStream saves up to 2000 bottles, which is great for the environment, and great for people. So by using the product you're just being a good citizen. Just simple.

Volkswagen Superbowl - Get in Get happy

So being happy means being Jamaican...or at least that's what Volkswagen is saying in their Superbowl commercial.
While I like the concept and the relation between driving the 'Love Bug' and putting a smile on your face, but was the accent really necessary?
Not to sound racist... but really?! Enough said