Between that, reduced budgets and digital and earned media shops rightfully requiring pie, one can safely say there has been a retrenchment in the ad biz.  As hard as it is to say, it has improved the business. The work product of ad agencies is improving; it’s more creative, meaningful, idea-based and friendlier — with the exception of all those ads about hitting on the Super Bowl.  Even the new work out of Kraft Macaroni and Cheese’s new agency Crispin Porter seems more wholesome. Roots! (Perhaps it’s all the bicycles and mountain air in Boulder.) And if you are watching a good TV spot and smiling, there’s a good chance you’re watching something from JWT. Quite a renaissance for them.  

It seems that all the pink slips got rid of many marginal players and a ton of haters.  The latter group can now be found commenting on Adweek and Ad Age posts.  Disruption (sorry Mr. Dru) has given way to heartfelt selling and that’s a good thing.  Money is creeping back into agency pockets and human resources calendars fill up — let’s hope we hire higher up the food chain. Peace.  

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“Water your body” is a smart new campaign for Crystal Light, owned by Kraft. The work comes from McGarryBowen, Chicago.  Consumer research indicates that women who consume powder-flavored water drink 20% more of it than women who drink plain water.  Since we all know that water and hydration is a good thing (leveraging a well-known fact) the claim is pregnant with positive information and imagery. Water is good for your skin. Water is good for your muscles. Water is good for organs below the belly button. Water is good for hair and nails, etc. 

Sure, some people will see the ads and go to the tap or grab a plastic bottle of Poland Springs but the reality is the flavored stuff tastes better and is an inducement to drink more. The leap then becomes “Is Crystal Light water?” Kraft and McGarryBowen say yes.

 The biggest part of this market is not sports enthusiasts who crave water, it is the more sedentary women (and men) who know water is healthy – even if it contains 5 calories. Water your body is the creative idea…and a good one. “Flavor your water with Crystal Light and you’ll drink more” is the branding idea. Peace!

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• NFL and Marketing Futures.
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• Life Imitating the Internet.
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• A Tale of Apple and Yahoo.