I am used to having a cute Chihuahua sell me tacos, but I can’t say that I have ever had one sell me on his optimal stool quality. A couple of days ago while watching television, said dog popped up on my Samsung against a solid, French’s™ mustard colored backdrop (sorry, Pedigree, it will take me awhile to re-associate that particular color yellow) and began to tell me that he is “not only a good pooper, but an optimal one”.

I about fell out of my chair, until I heard that Pedigree+ ™ was promoting its line of tasty stuff + healthy stuff dog food and that this particular Chihuahua is “optimal” because of the Pedigree + healthy digestion recipe in that line.

In his article, Sensory Branding at Le Méridien, Roger Dooley, shares with us his belief that companies should use our senses, smells in particular, to build associations with their brand. I can say that Pedigree has done that for me with this latest commercial, even through the television screen. I now have a visual image, invoking my sense of smell that is branded Pedigree+.

I am not sure Pedigree was going for that particular association, but they succeeded in getting my attention and I will remember Pedigree+™ when I am in the market for dog food. While I may not share that cute little Chihuahua’s enthusiasm about optimal stool quality, Pedigree has five other recipes belonging to the tasty stuff + healthy stuff line that I may choose from.

In my house, we worry more about whether our canine immune system can handle having eaten the aluminum wrappers off my husband’s favorite chocolates (Pedigree + immunity). Check out the scoop on poop yourself, in this simple, but direct ad campaign and tell me what you think.

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I have followed along watching the controversial ads that Burger King is becoming known for: square butts, subservient chickens, whopper virgins, whopper sacrifice…the list is starting to get very long. But, the Kingon Defense Academy set of ads have really got me wincing! The warp five wedgie, dance of seduction, neon nurple, and planetary divide are just a few of the ads designed to train you to avoid having your Star Trek collector glass stolen.

What is the purpose of these ads? Is it to sell food or to win ad campaign awards? What does nipple grease for a neon nurple have to do with making me want a big juicy Whopper? We all may be discussing these ads, but are consumers buying more Whoppers because of them?

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It looks like Starbucks is coming out with an ad campaign to combat McDonald’s McCafe launch according to Nick Quinata who shows us a peek in his article called, Starbucks Creates Teaser Ads for Print Campaign.

The campaign talks about quality, price, and heart, but I think they may be missing something. What drives coffee consumer behavior? How does Starbucks differentiate themselves from McCafe?

I think Starbucks is about quality. Quality coffee and quality rituals that reinforce the relationships in our lives. My core motivation for Starbucks rests with that of the coffee houses where people gathered to exchange ideas and share their lives with each other. You are paying for the experience: quality coffee in a place where they know your name and you can catch up with family, friends or the opportunity to meet new people. It is about community as much as a well made cup of coffee. (more…)

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In his article, Why Marketing Is Like Making Martini’s, Mike Linton makes some excellent points for keeping your “Martini Integrity intact”.

How do you maintain your “cocktail” without sacrificing the quality of your brand? Times like these call for being creative in how you communicate your message and to target the dollars that you spend effectively.

Your customers come to you because you have a product or service that appeals to them and a message that speaks to their core motivators. The Essentials (e3) can help you to define the “why behind the buy”^TM. So to the point, before you change the martini, know who’s buying it and why.

I agree with Mr. Linton, better to tweak your message, not your quality.

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