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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.saracco

Can 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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Tags: marketing,advertising,evax,scatological

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Comments

  • 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.

  • 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!

  • 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!

  • 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...

  • 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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