Good tactical campaign from Ogilvy Brazil for Hellmann’s mayonaise. A clever way to inspire new uses for Hellmann’s mayonaise above and beyond “the sandwich”. What I like is that the brand goes beyond messaging and finds a nice way to bring value to the consumer.
I love tactical marketing actions as they are so much able to reinforce the coolness of a brand. Ikea latest action is a great example of smart tactical marketing. In the US they launched a guerrilla action and a website riding the way of Obama’s arrival at the White House.
The idea is simple: when you move into a new home, you’d like to furnish it according to your style and personal living needs. Well, if you go on EmbraceChange09, you can pretend to be Obama for a few moments, and organize the Oval Office the way you want.
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