Brand Ethos

The headline says “Every Bottle Makes a Difference.” Ethos water, acquired by Starbucks in 2005 distributes .05¢ from each $1.80USD bottle sold ($.10 per unit in Canada) to fund clean water projects in under-developed areas. Although sales of Ethos water have raised over $4,000,000 for clean water efforts, and the marketing positioning suggests clearly that [...]

Read Full Post »

Profiles in Client Courage: Mainstream Sex from Blue Artichoke Films

This is a brief audio interview (below) with Jennifer Lyon Bell, a client of ours. Before that, she was an account planner who I was fortunate enough to work with on several projects over the years. When she and her fiance – also an account planner – moved to Amsterdam for his job, she took [...]

Read Full Post »

Profiles in Client Courage: Dos Equis

Haru Sasaki, who read our post about Tony Sinclair, alerted us to a fictional spokesperson who absolutely rocks. That would be The Most Interesting Man in the World, spokesperson for that very fine Mexican beer, Dos Equis. His signature line?
“I don’t always drink beer. But when I do, I prefer Dos Equis.”
That’s a line that [...]

Read Full Post »