Wednesday, June 6

Pine-Sol Pranked

Over the last few months, we've seen a number of brands do a bit of man bashing ... and some of them have gotten themselves into considerable trouble.  Huggies had to apologize for suggesting that Dads don't quite know how to change diapers and Ragu got some heat from bloggers for portraying Dads as a bit fumbly and bumbly in the kitchen.  Even Nike caught some flack for a "run to you" campaign where a guy couldn't make it cross country for his girl, but his girl could!

So suffice it to say that I was a bit surprised by this little ditty from Pine-Sol.  Pine-Sol!  In this viral video, a bunch of men who think they are doing a Pine Sol product test get punked by the brand's spokesperson. Their reactions are priceless and quite entertaining especially coming for a viral video from a CPG brand.

It's all a bit unexpected.  Men cleaning kitchens and bathrooms who are totally engaged ... that's kind of cool.  Even more unexpected is depicting them in an engaging, charming, and entertaining way ... even cooler.  Going major social and viral as a result.

Give it a look.  What's your experience?

Interesting that this campaign should hit this week ... I was just quoted in an article about how CPG brands have a unique opportunity (and need) to be more and more clever.  How appropriate!  Jim.

Jim Joseph
President, Cohn & Wolfe North America
Author, The Experience Effect series
Professor, NYU

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