July 22, 2019 As a former ad agency creative director, when I saw a bunch of Muppets trash-talking the Juul brand for an e-cigs PSA pitch I quickly went into “what the bleep” mode wondering how the branding could be so off the mark. I’m a huge fan of the former Truth Initiative campaign that used a ‘lift and reveal’ tonality of covert, corrupt tactics spotlighting the … [Read more...]
July 20, 2019 Health advocate colleagues are confused as to why I’m not wildly applauding the SF ban on e-cigs, given my staunch stance against Juul and other flavored "vaping gone viral" profiteers that have targeted and hooked youth via high doses of nicotine...especially after co-viewing this week's CNBC special Vaporized with youth. To explain… Behavioral psychologists in … [Read more...]
June 19, 2019 As an ad industry creative director I’ve spent years using applied science to flip messages in healthier directions by tapping into the same tactics that marketers use to hook their audiences early and often. (Here’s how I use marketing tactics to sell 'reluctant readers' on reading for fun, or getting kids to 'eat green' by using Shrek against junk food drek … [Read more...]
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