Going back to the class discussion on the Old Spice commercials, I have recently came a across a new Old Spice campaign. 
This time around the Old Spice guy bombs into other P & G brands such as Bounce and Charmin, portraying an underlying message that the Old Spice brand is so good it cannot stay in it’s own commercials. I thought this was a clever comeback after the original Old Spice commercials. They have had several other versions but were unsuccessful in keeping the brand positions in consumers’ minds. With this campaign Old Spice can actively position itself with leading brands of P & G, hoping to break into P&G’s strong consumer base and target these customers. This is a clever tactic for Old Spice as they can relate themselves to reliable brands and build their brand reputation. In addition, P&G is able to promote new products through creative means.
Having the discussion on creating a long-lasting creative campaign, Telus came into my head. In terms of developing a sustainable and long-lasting campaign that has not bored their consumers, I think Telus has effectively marketed their products to consumers. When Telus first entered the market, they had to fight against two strong competitors, Bell and Rogers. Their strategy is to provide quality service and strong consumer connections have allowed them to enter and thrive even with the two strong competitors. Every year Telus’ is winning hearts and over the past 12 months they have made 440,000 new “consumer connections”.
Following the trend in corporate responsibility and environment sustainability, Telus has donated to the Nature Conservancy of Canada as well as the Breast Cancer awareness campaign. Similarly, automobile companies are wanting to reposition their brand as eco-friendly products to be aligned with modern consumer behaviour. There is a trend towards being more conscious in choosing products carefully to prevent reduce harm to the environment. Moreover, as consumers have growing access to information about products, companies need to work hard in providing consumers fast and effective messages and position itself early to leave a good impression of their brand.