Has anyone seen the TV ads, billboards and press ads stating that "Cold Is The New Hot"? That's pretty much all the ads say apart from telling us to visit ColdIsTheNewHot.com on October 1st and all will be revealed :)
At the time of writing, the site is just a landing page with a countdown clock - 1 hour to go! - However I was intrigued enough to do some research to see what it was all about. So, some serious googling later I found that the ads are for Proctor and Gamble's new Ariel Excel Gel. Which apparently is a new washing gel that enables consumers to wash clothes at 15 degrees. Riveting.
However I must say I was impressed enough with the advertising campaign to go and visit the website, and to write this blog post, so hats off to their advertising agency for a job well done. What's the betting from tomorrow if you type 15 degrees into Google, you'll see some sponsored ads?
What I'm listening to right now: Omarion Ft Missy Elliott – "Boogie Police" - what a title for a song :)
8 Responses to Cold Is The New Hot
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Welcome to my blog. My name is Kieron Donoghue and I am the founder of ShareMyPlaylists.com, ContentNow.co.uk and some other stuff. I have no idea why I'm blue on this photo though but I like it!
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What a really cool way to attract attention to a branding campaign.
I once saw a teaser ad that was very effective. When I lived in Barcelona, one morning dozens of large red eggs appeared in various ‘high-traffic’ places (roundabouts etc). A week or so later the egg ‘cracked’ open, just slightly. The same happened again a few more days later until eventually out popped a new car. Great way to launch a new model.
But… Is it *really* good advertising from a consumer’s perspective?
It’s definitely interesting as a marketeer. But as a consumer, if I’ve eagerly been counting down the seconds expecting something exciting, then I’m going to be seriously disappointed when the covers come off. So the first time I set eyes on the new product, I’m in a disappointed, negative mood. Not really a good thing when unveiling a new brand product? Or maybe there are a few people that do get excited about washing powder (sorry, gel)
Now, if it was some really amazing product, then that would be a whole different story. But a 15 degree washing gel? Like you say, “riveting” !
I haven’t seen these ads but I’ll definetly look out for them now. Washing clothes at 15 degrees would be good for the enviroment and save on energy bills.
It had to be Ariel didn’t it… Lol! Great way to advertise its campaign and such an effective tag line.
The slogan is nothing more than pretentious bullshit – just like everything else nowadays. Speaking of which, did y’all notice how Christmas started in September this year? I give up.
Haven’t seen the ads myself, but I did a see a program talking about that you can use normal washing poder/liquid at 30 degrees and it cleans just as well as putting it on at 60.
Hi Gadget,
I wondered if you could remember this teaser campaign in Barcelona? help much appreciated!
Thanks