It was reported recently that Procter & Gamble's Crest Whitening Expressions brand and its advertising agency, Saatchi & Saatchi have turned to YouTube to ask consumers for help in coming up with a new slogan for describing the new flavor sensation for the Wintergreen Ice line extention. From Sept. 15 through Oct. 17, consumers can submit videos featuring their take on the brand in 10 words or less. The winning phrase will be incorporated in upcoming TV spots advertising the new flavor, which replaces Lemon Ice.
Some think that this move is yet another sign of a suspected void in agency creativity today. In a recent BrandWeek article, Blake Cahill, the SVP of Sales and Marketing at Visable Technologies was quoted as saying, "These ideas are often "many times more creative than what their own agencies deliver."
We reject Mr. Cahill's hypothesis and think that something much more strategic and calculating is at play here.
For us, the real reason P&G and Saatchi turned to YouTube was to tap into its power as a social network to generate interest and create a new conversation about this extraordinarily low interest product category. Think of it? Who is waiting for the new Wintergreen Ice flavor of Crest Whitening Sensation Toothpaste --- the fourth flavor variation of a flanker to a mother-brand that was first introduced in 1955!
It's no news to anyone that, unlike 1955, today it is much harder to reach large numbers of targeted consumers in any one medium...no matter how large the budget. Media fragmentation is one of the great industry challenges of the day and new paths to generate consumer interest in products and services have to be explored --- even when, from the outside, they may be interpreted as a sign of weakness or failing productivity.
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