Ban (the deodorant) is trying out citizen marketing with a viral twist by inviting people to write captions for photos in its “Ban It” campaign. Winning slogans will be featured in a future ad campaign.
The hoped-for virality is that friends will tell friends about their content creation. (My contribution in the picture at left is strictly from a scientific viewpoint.)
This campaign is a good start for getting customers involved with a product that’s rather utilitarian, especially for mass-market goods. I’m sure KAO Brands finds it immensely challenging to develop relationships with its end-customers, as do all consumer packaged goods manufacturers.
Ban The Tired Old Tricks
I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.