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Wednesday, May 27, 2009

How to make the boring desirable

All you need is Catherine Zeta-Jones and a wonderful imagination. That's what Unilever had when they created a Hollywood style promotion called "Alchemist"for Lux Shampoo. Now, don't take this the wrong way, but how boring is shampoo? Now, I like clean hair as much as the next person, but when it comes to something as mundane as all this, you're looking at a major marketing challenge. I mean, how do you get their attention? That's why I like what Unilever's Asian arm decided to do, which was make an everyday brand adventuresome, exotic and simply wonderful. Which the filmmakers accomplished in spades with their seven-minute commercial. Who says shorter is better? And another thing about it, as the story unfolds, you are wowed and let in on the joke at the same time, which makes it all even better. Just another great example of what can be accomplished when you allow yourself to re-examine the same old, same old.

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