DraftFcb

Archive - May 2010

May 19th

A fresh take on beauty

A fresh take on beauty

Odacite is a health and beauty brand that’s cutting out retailers and delivering products right to your doorstep, all in the name of freshness.The product is made, dated and shipped individually for each customer, anywhere in the world. Odacite claims this ensures optimum delivery of super-charged antioxidants, which are most potent for only about 6 months. Since the product is dated, there is no need for preservatives, and the products are all-natural.

Why it matters

Odacite is turning the notion of shelf-stability on it’s head, and using a short life-span it its advantage.  By including a “born-on date” and giving products a shelf-life of only 6 months, the brand is encouraging customers to come back for more, often.  It also allows them to set themselves apart from longer-lasting products that include preservatives. We’ve seen the born-on date concept in food, of course and beer. What other consumer products could benefit from a shorter shelf life? What brands could capitalize on the idea of expiration, or a product losing its effectiveness sooner?

Beauty
Enhancement
Instant Gratification
United States

Mimosa to go?

Mimosa to go?

In an effort to bring upscale to fast food, Burger King is offering brunch in selected markets. The brunch will offer the regular breakfast menu items, but will add a few specialty items including the mimosa. A traditional mimosa consists of orange juice and champagne, the Burger King mimosa will consist of orange juice and sprite.

Why it matters

Consumers are always wanting more and it’s the little things that matter. Could offering the choice of real silverware at a casual dining restaurant make a difference?

Enhancement
Experience
Food & Drink
United States

Back to Main Street

Back to Main Street

With all the turmoil on Wall Street last year, community bankers are calling for a move back to Main Street. Arianna Huffington is leading the cause with her Move Your Money initiative, aimed at consumers who are banking with the big guys. She claims that although the small banks can’t compete against the big banks, with the help of the collective, they can create an impact. With her program, it’s all about making the statement that Americans won’t stand for greed, corruption and bailouts for bad decisions anymore. And in the end, we’ll all be better off with community banks than with national corporations.

Why it matters

The banking crisis last year opened a unique window of opportunity for local financial institutions. Not only are we seeing a fundamental shift in trust, but people are also putting their money where their trust lies. Consumers are angry and generally put off by the behavior of the big banks – and their actions are reflecting that. Community banks are increasing in popularity again and some confidence is riding along with that. We’ve seen a boon of straightforward and no nonsense advertising from the little guys, calling on consumers to stick with the people who have always been on their side.

Authenticity
Conscious
Financial Services
United States
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