Sometimes, the best things in life are the simplest things.

With new and existing brands fighting for a greater share of the market, advertisements seem to get more and more intricate as companies try to one-up their competitors. However, when every firm attempts to differentiate their products through elaborate marketing, they all start to appear… well, homogenous. As if taking a cue from the aforementioned notion, some companies have taken a step away from fancy schmancy advertising by taking a more minimalist approach. By deviating from standards and taking an approach so different from most marketers, a brand can really stand out.

Ivory soap’s new promotional campaign, which features the tagline “meticulously scented to smell exactly like soap,” is one that exemplifies how effective simplicity is. Robyn further discusses this on her blog, saying how by taking away unnecessary add-ons and assessing what the market really needs, Ivory is able to appeal to both sexes by promoting the value and simplicity of their products. We learned in class that consumers do not look for added features in a product; rather, they look for the benefits they can obtain. Subsequently, Ivory truly differentiated itself by advertising a soap that does exactly what soap is supposed to do.

So products that are simple definitely catches the consumers’ attention. But how simple should products be without seeming tacky? This short article by Tim Nudd from Adweek explores how minimalist product packaging plays a role in communicating a brand’s products. So what do you think of simplified packaging designs? Does it appear more clean and striking or does it look like a sloppy no-effort-was-put-into-this kind of wreck?

In any case, I like things that are basic to ensure ease of use and recognition. So keep it simple, silly.

Smart. Car.

For me, these two words bring to mind images of the ridiculously tiny bug-like vehicles that have been making a buzz since its introduction some years ago. In North America where the notion “bigger is better” commonly prevails in the minds of its citizens, the German automaker wants consumers to start thinking small with its compact and forward thinking cars. The brand’s ““Against Dumb”” campaign was particularly interesting because unlike other companies that are pushing for more consumption, Smart USA is taking a different approach. As Sokolowsky mentions in BrandChannel, the electric car manufacturer is trying to raise brand awareness by condemning the awful American practice of over-consumption. Is bigger really better? Why do smart people do dumb things?

I remember how one inconspicuous marketing campaign caught the attention of many movie goers last year. 10 second videos followed by a black screen displaying the words “www.the-smart-class.com” played during commercials in almost every movie I went to.  What followed the abruptly ended clips were murmurs of “What just happened?” The ads definitely sparked interest in viewers. Really though, it was impossible to tell what product was being advertised. Back at home, I was surprised to discover that the Smart Fortwo was behind this campaign. On the website, curious viewers like me could find longer versions of all the videos, with each telling the full story behind every clip and presenting typical features of the Smart Fortwo in an unconventional and amusing way.

While these campaigns have yet to convince me to become a Smart car driver, they have definitely made me aware of the many positive aspects of the brand, such as how functional and ecofriendly it is. It’s no surprise that the surprisingly different Smart Fortwo is now widely recognized as the ultimate urban city car.