Welcome to the latest edition of Marketer's Brief, a quick take on marketing news, moves and trends from Ad Age's reporters and editors. Send tips/suggestions to [email protected].
Eggo is changing its famous tagline, a women's razor brand actually highlights body hair, and there's a new most-loved brand according to social analytics platform NetBase. Read about those topics and more in this week's edition of Marketer's Brief. Let's get things started with a decidedly not-your-mama's commercial from Playtex.
In quite possibly the funniest tampon ad ever created, Edgewell Personal Care's Playtex unreservedly mocks all of its upstart and green-tampon competitors by launching the imaginary Xtra sub-brand.
The 60-second video features comedian D'Arcy Carden talking about the must-haves in her tampons, including a Chilean-alpaca-fleece core, activated charcoal, probiotics to restore "delicate flora," wireless connectivity and an app that allows her to "find my cycle friends." The app also activates Xtra's unique "auto eject" feature. The underlying message in the campaign from Edelman is that Playtex Simply Gentle Glide has none of those things, yet provides "simply what you need, without all the extra."
Women's razor brand Billie celebrates women's body hair
Here's something else you don't see often, a women's razor brand that celebrates women's body hair. Billie, a brand launched around the contention that women pay a "pink tax" on razors by paying more than men do for similar products, has a new campaign to pay homage to the stuff razors remove – female body hair in all its glory. "Project Body Hair" means to reflect Billie's belief that women aren't "goddesses" for shaving and should only shave when they want to, plus the idea that they shouldn't pay more for a razor just because it has a pink handle.
#NumberOne
Instagram unseated owner Facebook as the most-loved brand, according to NetBase's Top Loved Global Brands Report, which ranks brands based on which ones generate the strongest emotions and passion on social media. Instagram and YouTube topped the list in their first year in the ranking. Facebook fell to third place, still kind of high considering its negative buzz of late. Nikon, at #16, moved up 46 spots to #16, the biggest change of any brand. McDonald's (#18) edged out Starbucks (#20) to be the top food and beverage name, while BMW (#23) was just ahead of Mercedes (#24).
Here's the full top 10:
As for the most-loved person on YouTube, that's apparently Ed Sheeran, whom NetBase says was mentioned on YouTube more than any other person.
Eggo learns to share
After decades of telling people to "L'Eggo My Eggo," the waffle brand is embracing the idea of sharing. A new campaign includes the tagline "L'Eggo Your Eggo," suggesting Eggo's Thick & Fluffy Belgium-Style Waffles, including a new Double Chocolatey flavor and others that have been updated, are too good not to share. The campaign from Leo Burnett includes three commercials set to run on YouTube and TV, as well as digital display and social media.
That's so meta
Storage and organization mecca The Container Store is reorganizing itself with a new store makeover. The company, which recently tapped Preacher as its first creative agency of record, is maximizing its brick-and-mortar space with more tech elements where consumers can upload photos of their "organizational challenges," according to a release. Called the "Next Generation Store," the remodel is first rolling out to the brand's Dallas flagship and will serve as a test-and-learn hub.
