Too much salt

November 30th, 2010 • Uncategorized

I remember back in the 80s and early 90s when you could go to any beach outside of Lima and camp.

Those days are dead for me and a large population of Lima.  With modernization and privatization of some of the beaches in Peru, Some of the fanciest places on earth were created. The most important of this complexes is called Asia. Which is one of the fanciest places in sout america and priobably the world. This place is almost like Ibiza, Nearly dead during the whole year, and crowded the whole summer. This is where most money is spend during the peruvian summers, and if yu have a chance to walk around the boulevard asia, you can see hundreds of different stores, restaurants, clubs, and so on

The problem is not that place, which generates great amounts of revenue. It is the highway one has to take to get there. It is so collapsed with advertisement, it is not weirtd to hear people killing themselves every day driving that highway. Almost 250 panels have been removed in the last two years and there are still too many!

There is a limit for advertisement, and if the companies can’t recognize that,  it is the government’s duty to put a stop to thinks that got way out of hands.

The magic of giving

November 28th, 2010 • Uncategorized

After last class I was thinking about the best Peruvian advertisement campaign I could remember of. This TV commercial for the Peruvian cancer foundation won quite a few awards. I hope you like it as much as I do.

What do you think about it?

Is bad marketing a bad idea?

November 25th, 2010 • 1 comment Uncategorized

I don’t know if you have already heard about a film called “a serbian movie”

Well, since its announcement it has been called the worst movie ever made, the most violent and sick piece of art ever created. I have read reviews calling the movie the most horrorific, brutal unflinching and dramatic movie ever made. Is that a bad thing?

I was talking with my wife who has a film studies degree and who is really good criticizing movies and she was telling me that art is not just about beautiful things. Each artist sets his/her own goal and that goal can go from making the viewer feel amazed or feel disgusted. I am not going to post the trailer of the movie as it may be NSFW, but if you are interested, look for it online.

Maybe the movie will do really good, we don’t know yet, but if it does, then maybe we can try that same marketing with other stuff other than movies, like food hehe

Viral marketing… to what extend?

November 10th, 2010 • Uncategorized

I have no Idea if you ever heard of the campaign “everfree” created by marc Ecko to promote himself and his brands. In the video you see some guys getting into an airport where the Airforce one is kept and spraying the slogan “Still Free” on the cowling ofAir Force One. Then a sign pops up that asks the viewer to go to their website for more information.

It is not until that moment that you understand what is going on. The logo of Echo unlimited appears on their website (www.stillfree.com) and an explanation is provided (They rent a plane painted the airforce one logo on it and created the video).

This video shows how there is no limit of how you can promote your brand. The real challenge is transforming that huge campaign into sales.

How do you spread the word?

The seven sins of greenwashing – Extracted from sinsofgreenwashing.org/

October 29th, 2010 • Uncategorized

I love this site, that’s why I want to share this information with you:

Sin of the Hidden Trade-off

A claim suggesting that a product is ‘green’ based on a narrow set of attributes without attention to other important environmental issues. Paper, for example, is not necessarily environmentally-preferable just because it comes from a sustainably-harvested forest. Other important environmental issues in the paper-making process, such as greenhouse gas emissions, or chlorine use in bleaching may be equally important.

Sin of No Proof

An environmental claim that cannot be substantiated by easily accessible supporting information or by a reliable third-party certification. Common examples are facial tissues or toilet tissue products that claim various percentages of post-consumer recycled content without providing evidence.

Sin of Vagueness

A claim that is so poorly defined or broad that its real meaning is likely to be misunderstood by the consumer. ‘All-natural’ is an example. Arsenic, uranium, mercury, and formaldehyde are all naturally occurring, and poisonous. ‘All natural’ isn’t necessarily ‘green’.

Sin of Worshiping False Labels

A product that, through either words or images, gives the impression of third-party endorsement where no such endorsement exists; fake labels, in other words.

Sin of Irrelevance

An environmental claim that may be truthful but is unimportant or unhelpful for consumers seeking environmentally preferable products. ‘CFC-free’ is a common example, since it is a frequent claim despite the fact that CFCs are banned by law.

Sin of Lesser of Two Evils

A claim that may be true within the product category, but that risks distracting the consumer from the greater environmental impacts of the category as a whole. Organic cigarettes could be an example of this Sin, as might the fuel-efficient sport-utility vehicle.

Sin of Fibbing

Environmental claims that are simply false. The most common examples were products falsely claiming to be Energy Star certified or registered.

What a twist*

October 28th, 2010 • 1 comment Uncategorized

I saw this video for the first time three years ago. It was about a month after moving to canada, and since then, I know the way I thing about sustainability changed. One has to understand that sustainabilty has to be part of everyone, and not just limited to can afford it. I say that because sometimes buying a biodegradable detergent which is is three times more expensive than regular detergent is not viable. Being sustainable can be affordable to everyone.

*Seth green making fun of M. Night Shyamalan

Cause-Related Marketing

October 16th, 2010 • Uncategorized

Cause-related marketing can sometimes lead to great things. We see clear examples every day like the one we saw in class where the NHL worked together with the pink ribbon association to promote breast cancer awareness, and in a way to introduce the NHL in a different market. It’s a clear win win.

My concern is with the approach given to this donations. It seems the campaign reaches enough people, and a lot of people is buying cause-related items,  e.g. Pink campbell soup, or any (RED) product.  Is it really worth spending that much money promoting this campaigns? Just to give an example, it seems (RED) campaigns are extremely pricey and if you look at the (RED) t-shirts for example, they are not that pretty anyways (a mon avis). Why not donate directly to the cause instead of shopping something to donate. I don’t think, unless we are talking about items everyone buys in a weekly basis, it is really worth it to spend all this amount  of money to promote a company doing a good thing. I read about a campaign that was held in England in 2006 between Pampers and UNICEF where they promoted that for every pack of diapers sold by pampers they where going to fund tetanus vaccines for mothers-to-be in the developing countries. At the end of the campaigns they announced that the promotion had resulted in over 7 million vaccines. Translating that into money it is about CAD$ 0.04 for every package of diapers they sold atCAD$ 13.00. In the end they donated  about $330000 from sales over 95 million dollars. 1

I think donations have to be more direct, we don’t have to consume to help!

1 Pampers example extracted from the green marketing manifesto by John grant

Use only what you need

October 3rd, 2010 • Uncategorized

amazing campaign by mustdrinkmoremilk

September 22nd, 2010 • 2 comments Uncategorized

I’ve always thought the mustdrinkmoremilk campaings are quite clever. But my sister showed me about two weeks ago one of the videos of their new campaign and I think this is probably their best campaign ever. The main idea is to promote useless artifacts for people who are feeling week. They even created a website where you can buy those products

http://theweakshop.com/

I also post a one of their TV commercials if you haven’t seen them yet

https://www.youtube.com/watch?v=L7Nd_Pt4eJg&feature=channel

Enjoy!