I smiled when I flipped to the back cover of my Yoga Journal Magazine and landed on Lululemon’s “Old Skool” ad. In fact, weeks later, I’m still tickled by the company’s bold campaign. Here’s why.

 

It’s daring

In the midst of a yoga industry that is predominantly female and a Western culture obsessed with youth, Lululemon rejects the old school rule that only sex sells with young risqué models, airbrushed beauty and unattainable perfection. Instead, the brand confidently features a non-model 72-year-old bare-chested man sans six-pack abs practicing a classic yoga pose with imperfect perfection. (He also happens to have an inspiring connection to the brand.)

 

Few brands targeting 20-30-40-something women would (or could) dare to do the same, demonstrating the true strength of Lululemon's brand. The payoff is powerful because their daring brand is also a differentiated brand and that’s no easy task for any brand.

  

It’s meaningful

Lululemon’s ad optimistically portrays a relevant, unavoidable human truth: We’re all getting older. Everyday. Every single one of us.  And, if you’re lucky, you will be “old” someday.

 

No worries per Lululemon’s brand. It’s all good. In fact, if you wake up and embrace life, getting older can be downright cool. “Practice yoga so you can remain active in physical sports as you age,“ reads the fine print in the ad. It also happens to be part of Lululemon’s inspiring manifesto. Personally, I’m also a big fan of the mantra-like brand line locked to their logo: Yoga. Love. Run. Peace.

 

Right on, man. I’m in.

It’s emotional

I sense the brand connecting with me through a philosophy (a big idea that is harder to replicate) rather than selling to me through product. They leave the latter to their stores, packaging and web site to showcase high quality, stylish, fit-flattering product.

 

The connection happens because it’s based on insight and understanding. They understand that I want to grow older consciously with grace, ease and humor – and without feeling self-conscious for growing older. I also want to be surrounded by love (puppies!) and as active and healthy as possible. You could say that the ad is a “master’s class” in how to create an emotional connection with a brand’s target customer.

 

Collectively, Lululemon delivers a strategic trifecta and a memorable, stand-for-something campaign.  And, importantly, the ad did more than just tickle my heart. It also made a beeline into my wallet; I ran straight to my favorite Lululemon store and bought several new yoga tops. (I needed them!)

 

Shine on, Lululemon. Thanks for the "skooling."

In addition to my primary business of Brand Coaching, I have a secret hobby. I’m a skincare connoisseur.

 

Those who know me well can confirm that I lovvvvvvvvvvvvvvvve products and am always on the alert for what will make my skin look its best. I have tried everything from uber-expensive (e.g., La Mer) to ultra-affordable (e.g., Cetaphil). And, there can be a difference that is not represented by price. My skin is particularly important to me because, to date, I am on the au naturale route to beauty (i.e., no Botox or other cosmetic enhancements) and my entire makeup regime consists of lipstick and blush. (Caveat: I reserve the right to change my route at a future date.)

 

My contextual preamble is leading up to this: I’m a big fan of Olay Regenerist because the P&G brand managers got a lot of the “P’s” right when they created this line:

 

Product: It’s a superior drug/grocery/mass store product and on par with spa and department store lines. It really is. Love it.

 

Price: Priced to trade-up existing Olay customers and attract new customers (i.e., people like me who have previously scoffed at making my skincare investment at Walgreens) I have to stretch to spend the $25ish at Walgreens. I know, though, that it is far less than I would pay at Bloomie’s or Bliss for a comparable product and it makes me feel smart. 

 

Placement: Nailed this, too. Leveraging the equity of P&G's portfolio of brands, Regenerist benefits from prime shelf placement in the drug, grocery and mass channels. It must be popular, too, because the line is frequently locked behind a plastic cover where I shop.

 

 

Promotion: The advertising is cut-through, compelling and motivates me to place (or keep) Regenerist in my consideration set.

 

Four stars? Not yet.

 

There is a BIG obvious opportunity for P&G brand managers within Promotion. Here it is:

 

Do you know difference between Olay Regenerist, Olay Definity, Olay Professional, and Olay Total Effects?

 

Me neither. And, if a skin care connoisseur like me can’t easily navigate the shelf – who can?

 

Regenerist and the other Olay brands seem unclear about their brand architecture and have nearly skipped the “moment of truth – instore – where we decide to buy or not buy. P&G knows this principle. Heck, they invented it. So why have they ignored it? This instore opportunity (including packaging) is untapped potential for all of the Olay brands and creates a frustrating shopping experience for consumers trying to make sense of their growing number of products and brands. P&G, I know you know better than this.

 

Shine on, Regenerist. I really do want to love you. And, if you transform the shopping experience the way you transform my skin, I’ll love you forever (and tell everyone). Promise.

 

 

Love him or hate him (and there is usually no in between), Sacha Baron Cohen knows how to stand out in a crowd. His memorable, mostly shocking characters (i.e, Borat, Brüno, Ali G,) show up in unexpected places with unsuspecting (unsympathetic?) people and make us talk, laugh, and squirm. (Interestingly, we hardly know anything about his personal life.)

For the record, I haven’t seen any of his movies. I’m neither a fan nor a critic of his work. My only exposure to Cohen is through the media storm that seems to follows his characters. Or, more accurately, through the media storm he mindfully creates through PR stunts he executes shamelessly and brilliantly to market his movies. But, whether or not you subscribe to his brand of humor, brand marketers can learn a few things from Sacha Baron Cohen:

Have a point of view
Coehn’s humor is unapologetic, intends to offend, and makes even the most left-wing liberal uncomfortable. There is no question, though, how his characters view the world. They have a distinct lens that plays in and out of the movie. Every brand should, too.

Commit to it
Cohen doesn’t water down his movies to appease anyone. On the contrary, he demonstrates in spades what it means to commit to a point of view: doing press in character, baring his buns to the world and even straddling Eminem’s face while wearing chaps on live television. Commitment need not entail outrageous gags or nudity, however. What is required of commitment is risk and focus – with budgets, marketing plans, stakeholders, and target audiences. In other words, when marketers “kind of” go for it, we “kind of” feel it – which is to say we don’t feel anything. Say whatever you want, just say something unique! Make us love you or hate you. Anything less is the indifferent equivalent of saying someone is “nice” after a date. And, in case you have been out of the dating pool for a while, indifference is the kiss of death in relationships – and branding.

Pull the PR lever – hard
Brüno’s performance at the MTV Movie Awards last month was a preview of what fans could expect in his movie. The gag aligned with the irreverent spirit of his movie and the politically incorrect, youthful minds of his target audience. This PR 101 move was not only a slam-dunk in creating exponential buzz and exposure for Bruno’s movie, it was cheap. Mainstream media + bloggers + fans speculating about the stunt created a tsunami of coverage and curiosity. It also engaged outraged detractors who contributed more fuel to the roaring flame and kept the conversation going. All of this has translated into movie gold and a number one opening weekend for “Bruno.”

Shine on, Sacha. Keep us laughing and guessing.