Consumers using brand names as verbs is not new. Google and Xerox are the oft quoted examples in such a practice. Many of such examples have happened voluntarily without any effort from the brand. I guess that happens when a brand is either the pioneer in a category or has such a monopoly that no competition appears in the mental horizon.
IPL offers the benefits of cricket – catering to a cricket crazy nation, the viewership etc., without the risks of being associated with national sentiment. Everyone sees IPL as mere ‘entertainment’ and hence viewers are likely to shrug off the poor performance of a teams and not let negative sentiments rub off on the brand they sign on.
Loved the lines in this campaign for Volkswagen Up! (a ‘city car’ according to Wikipedia). Not only are the lines crafted well they take subtle digs at the cliches of car advertising. The idea of a no-nonsense, efficient car is driven home.
Noticed the new Frooti creatives via a billboard recently and thought it was striking. Even in that fleeting medium the visual and the branding was clutter-breaking. First rule of advertising passed. My view on the overall work is that it is highly noticeable and showcases the new design very well.
What makes a brand content go viral? While Google has some helpful answers marketers would agree that it is not as easy as following a step-by-step process. There is still an intangible element – a magic involved. Having said that, marketers and agencies are following a pattern, which is both a good and bad thing. The pattern I am talking about is this: brands have come to believe that the best way to get consumers talking about you is to produce great content – be it an ad, a Tweet or Facebook post. And if that content is based on a brand action (beyond just a claim) then even better. And the action must be relevant, unique and find a fit with the brand’s core messaging. A new film for Knorr scores on all these fronts.