Heavy on the Cologne

What's with the sudden influx of collegiate fragrances? I read earlier today that Notre Dame is releasing two in the fall, following Virginia Tech's announcement last week. I know UNC has had their own line of perfumes and colognes for a few years and I'm sure there are plenty more out there.

Notre Dame will release "Gold" for men and "Lady Irish" for women in the fall.

The Smell of Champions

Though I get theres no intended seriousness in these investments, you can't help but realize that everyone is trying to get into the fragrance industry. Big names like P Diddy, Derek Jeter, Justin Timberlake, Beyonce and Taylor Swift have all tried to brand their signature smells, but its all white noise at this point. They lack the special something that makes them unique. They lack the Hepburn factor.

Its well known that Audrey Hepburn was a huge star in the 50's and early 60's. In 1957, Hubert de Givenchy created a perfume for the actress, who then forbade Givenchy from marketing it because she wanted it all to herself (hence the name L'Interdit, forbidden). The perfume was eventually distributed, along with the reputation of being Aubrey's personal perfume. It was created just for her so people knew that she wore it. When they put it on, they felt a connection with the star known for her beauty, class and elegance. They felt special because they knew she loved it.

Audrey Hepburn's L'Interdit (1963)

Britney Spear's Fantasy Twist (2012)

Today, no fragrance has that Hepburn factor that once was. The market is so diluted that its impossible to feel any sort of connection. The industry has lost its class.

Summer is Serious

Aired during the NBA Draft last night (full version)

Smarter Commercial for Smarter Cars

Finally, a car commercial that isn't over the top. It's hilarious how so many of them are filled with hot women, off road adventures and drag racing down city streets. Of course, there's nothing wrong with hot women, but its getting to be a little much (I'm looking at you too beer commercials...)

As opposed to this guy I saw moments earlier. Though, in its defense, no ones drifting across dirt roads:

"Wonderfilled" Oreo Cookies

There's been so much to going on at Oreo recently! The Nabisco brand has had two creative and memorable campaigns over the past year, with a creamy, revolutionary tweet sandwiched in the middle of them. The marketing focuses heavily on nostalgia, using historical events in the first campaign and memories of childhood in the second. Its been a big twelve months for milk's favorite cookie!

 My Daily Twist

With the goal of "help[ing] everyone around the world celebrate the kid inside", Oreo began its "Daily Twist" campaign to celebrate the brand's 100th birthday last year. For 100 days straight, a four agency team created an Oreo-themed visual featuring a current events story or historical anniversary tied to that date. 

The effort kicked off on June 25th and featured a rainbow stacked cookie celebrating gay pride month. It then went on to feature the 1969 moon landing, release of the movie "Jaws" and ended with the anniversary of the first high five (October 2, 1977 apparently- and don't worry, you wont be judged for thinking high fives have been around forever like I did). The campaign was a huge social media success, raising average fan interaction through Facebook and Twitter by 110% and garnering praise from marketers as well.

 Light's Out Advertising

One of Oreo's most talked about accomplishments came during the Super Bowl, though it wasn't their Whisper Fight commercial. During the 35 minute power outage, the brand released a brilliant, hastily conceived ad on Twitter that read "Power out? No problem" and had the below picture attached:

It was retweeted more than 14,000 times in the following hours.

Quick thinking and a historic opportunity might have led to a revolution in social marketing.The company's agency, 360i, had their team already gathered when the blackout occured. With Oreo executives already accessible, the agency easily got approval and pulled the trigger. When the lights turned off, their light bulb's turned on!

Many agencies now feel they should be on-call for major events, just in case another opportunity presents itself. Creativity now doesn't stop when you leave the office (never really did, but it DEFINITELY doesn't now). Agencies are on the job 24/7. 

 Sharing the Good Times

Oreo's latest campaign- its "Wonderfilled" campaign- again seeks to awaken the inner child in you. "The whole dynamic of having an Oreo, eating an Oreo, sharing an Oreo gives you a little feeling like a child again" says Jorge Calleja, creative director at the Martin Agency, maker of the first "Wonderfilled" commercial. Both spots go for nostalgic and childhood, with references to the Big Bad Wolf from the Three Little Pigs, staying up late to watch monster movies on TV and music from Adam Young's Owl City (who recently provided original tunes for the children's movies Legend of the Guardians and Wreck-It Ralph).

This is only the beginning of the campaign, but I believe its off to a good start: