ENVIED EVERYWHERE

Whenever we ask our clients to name some of the currently running advertising campaigns that they think are to be admired - or even envied - we seem to get fewer and fewer replies. Oh, sure, we still hear about MasterCard's "Priceless" campaign, and sometimes about the "got milk" campaign. But, no doubt, one reason for the short list is that there really aren't that many ad campaigns running more than, say, five years and that seem to have caught marketers' (and customers') imaginations. In an effort to expand that list, this week we take a look at Duracell's "Trusted Everywhere" campaign, which is definitely one to be admired: not only because of the business results it has provided the brand, but also because of the smart strategic and executional marketing principles at work in the campaign.

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The DISPATCHES^TM for June 1, 2008 can be found here:

ENVIED EVERYWHERE

It is also available in PDF here:

EnviedEverywhere.pdf (PDF File)