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The semantic blog » I need your help... This looks scatological
5 Comments
- Add comment | Back to Home Written on 02-Jul-2008 by cristian.saraccoCan anybody tell me what the value agenda of the Evax tribe is...
To me, instead that I'm considering that the women menstruation it's something normal, this looks a little unpleasant... Isn't there any other way to tell this story and create an attractive brand experience?
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written on 23-Jul-2008
volckmann [http://www.volckmann.com] says:
The pervasive Evax value agenda throughout their recent campaigns appears valid and solid enough for the most part: to create a young vibrant and hip product through the appearance of young attractive and apparently active women---along with exciting music & beat & humor. Generally, I think Evax has done a good job rejuvenating its product line in this manner. If we take a look at other recent creative (such as the ones below), we can see them hit the mark reasonably well---and without the direct inference of the actual product (such as that in the original post), which I am sure more men than women may find distasteful. On the other hand, I agree that the direct imagery is unnecessary and potentially damaging overall to the brand experience---and akin to showing an painting a picture of an unflushed toilet in a bathroom tissue commercial.
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written on 23-Jul-2008
cristian.saracco [http://www.webjam.com/brand30] says:
Agree with you. The point I've liked to stress is that the ad (originally posted here) is, in certain way, disruptive with what Evax is doing...
In Spain, Evax has a market dominant position... so, it's difficult to understand how they can mantain that leadership doing this kind of communication...
If you visit the Brand 3.0 in Spanish (http://www.webjam.com/brand30/the_social_event) you will see the reactions of people who were in front of this ad... every day, four times a day!... And, most of them confirm that it's a little bit scatological...
Thanks again for your comments! -
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written on 06-Sep-2008
Lupa [http://www.luciabahia.canalblog.com] says:
Look Cristian what I found!!! Do you remember this commercial??? this is a good one!
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written on 07-Sep-2008
cristian.saracco [http://www.webjam.com/brand30] says:
Actually, when this ad was on TV I was a child...
However, if she sees her daughter now doing such an ad, probably, she'll kill her (hr dad for sure!)
Was 1980? 1985?... Gosh... long time ago!
BTW... I'm back...
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written on 08-Sep-2008
Lupa [http://www.luciabahia.canalblog.com] says:
her dad for sure!!!
It was 1987... when you were 5 ears old, remember that??? ;-D
Glad you´re here again!!! What about your hols???
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