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Boring products, Clever marketing
Who said Boring products can't be made interesting
Always Day 1
September 21, 2023
3M Security Glass
Idea : Put real cash in plain sight at a public place, inside security glass, and challenge people to break it/smash it. No better way to showcase the efficacy of the product.
The result? Millions of views of earned media for an extremely boring product.
New Balance
New Balance has a peculiar problem of how to position itself in a world of snazzy, iconic and cool sneaker brands like Nike, Under Armour, Asics, Adidas, Puma …
Idea : Contrast creates interest, and intrigue. There aren’t two groups of people more different than supermodels in London and dads in Ohio.
As Ogilvy says, "The best ideas come as jokes."
Gold’s Gym
A Gym can be a boring product to advertise, if you’re advertising the gym in and of itself.
Idea : People don’t buy products, they buy better versions of themselves. In this ad, Gold’s doesn’t sell the gym. It sells the body (and the future you) that you can build at the gym.
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