DHL Express Focuses on International Shipping

Power express shipping companies like UPS, FedEx and even the postal service have been giving DHL Express US a run for their money and for customers. Ever since the elimination of thousands of DHL employees in 2008 due to the financial crisis, DHL has been struggling to keep a strong name in the US.

After recognizing this, DHL's advertising team, 180 Amsterdam, has decided to use a different position for their brand. Their new advertising campaign focuses on shipping internationally instead of the usual emphasis on speedy domestic shipping. The main target of the new campaign is any small or mid-sized company that operates globally. DHL hopes to expand their market of customers by reaching out to this smaller sector that is typically ignored.

The new advertisements use a remake of the popular song, "Ain't No Mountain High Enough" something they found successful in past ads. There are a series of scenes showing the yellow light (symbol of DHL Express US) traveling at the speed of light all over the world: the Eifle Tower, technology lab in India, fashion show in NYC, spaceship in outer-space, etc. View the new DHL, Speed of Yellow, advertisement.

The ads have a very clear message about DHL's ability to reach around the world for a company of any size. DHL Express operates inwardly and outwardly by their slogan "Excellence. Simply Delivered."

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Who do you use as your main express mail carrier? Do you think targeting international shipping will be beneficial for DHL Express US?

Stamp of Approval,
The AD Judge

YouTube an Advertising Sensation?

This weeks post is going to be slightly different. Instead of the usual criticism of the new advertising campaigns of restaurants, hotels, food companies and household products, I am going to look into the new brand positioning that the internet sensation, YouTube, is trying.

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YouTube started out as a place where people could upload ridiculous home-videos and pirated versions of songs that had yet to be released. However, YouTube wants to revamp its appearance and become an ideal place for advertising.

Advertisers spend around $60.5 billion on television ads and only around $2.2 billion on online videos. YouTube believes that companies will have a very successful future if they put more money into online videos and use YouTube as the advertising space.

With Lucas Watson from Procter & Gable as its new vice president of online video global sales, YouTube has seen a positive change. The addition of Watson has exposed YouTube to a sector that it had never reached before: packaged goods companies. Unlike the typical music, entertainment and technology companies that have become large YouTube users, package goods companies have stirctly stuck to television advertisements. However, with Watson aboard, companies like Old Spice have already joined and had major success.

This is a great way for companies to reach consumers that they normally have difficulty reaching. For example, it used to be tough for Old Spice to get its videos out there to a huge sector of 18-25 year old men, but with YouTube they only need to reach a few and the viewers then do the spreading. All Old Spice's advertisers have to do is get a few viewers, and then the rest is up to the consumers. This also makes the brand feel more personal, because the person viewing it chose to see it. This most likely increases the person's probability of not only enjoying the advertisement and sharing but also for going out and getting the product.


What do you think? Is YouTube going to become the main place for advertising? Do you want YouTube to change or stay the way it is?


Stamp of Approval,
The AD Judge


NYT Article

Maybe Chili's Should Bring Baby Back...

Old logo with the name "Chilis" ontop of new logo which just uses the symbol:

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Chili's Restaurant chain is attempting to separate themselves from their competitors as well as revamp their image. In the '90s Chili's was the "it" restaurant. Families and friends were excited about the new joint and couldn't get enough. However, just as the hype of overall jeans went out in the 1990s, so did Chili's fire. Chili's is now trying a new brand position in hopes of bringing back the boldness of the food and to create a new personality for the brand.

The social trend since at least 2009 is picking restaurants that are affordable (due to the economic downfall) and restaurants that offer some healthier options.  Sadly for Chili's, their competitors beat them in both areas. In the '90s, Chili's only had to worry about beating TGIFriday's and Apple Bees, but now the market has expanded to include restaurants like Panera Bread and Chipotle. Chili's has decided to capitalize on its ambience, personality and exciting flavor.

Chili's is trying to connect with customers and transform the brand. Their new positioning strategy is, to youthful people on a budget, Chili's is the lively restaurant chain brand that brings you affordable, mouth-watering and flavorful food. They created specials like $20 for 2 and $6 lunch combos to attract young people going on dates and on their lunch breaks with co-worker friends.

The major error is, most people know Chili's best for their "Baby Back Ribs" commercials that were wildly famous in the 90s, and are not willing to accept any new gimmick from the brand. Consumers find that the new ads force humor but aren't actually funny. Instead of laughing at the new advertisements, consumers are clicking through the Youtube videos of the old commercials and getting it stuck in their heads.

Next time Chili's should stick to what they know. People across America are singing "I want my baby back ribs," give the people what they want.

Stamp of Disapproval,

The AD Judge

NYT Article

Less Tease, More Show

Wendy's fast food restaurant has recently made an attempt to differentiate themselves from their tough competitors, McDonalds and Burger King. Instead of reiterating how fast their service is or how friendly their staff, Wendy's revamped their burger and brought history and family into it.

Wendy's new advertising campaign for their "Hot 'N Juicy Cheeseburgers" brings back the catchphrase from their 1984 hit commercial "Where's the beef?" The TV advertisement depicted three elderly women crowded over a  burger with a massive bun and minimal meat. The ad was a hit in pop culture and has been very memorable throughout the years. Wendy's used it as a teaser for their new product. The commercial showcased a 25 second fast-forward through time and ended with a three second clip of the woman saying "Where's the beef?" Next week, as an answer to the teaser clip, these two new advertisements will start running:

• Reid Ewing from "Modern Family" learns about the 1984 ad from a vintage t-shirt he is wearing. He's walking down the street, confused as to what it means and then ends up in front of Wendy's. There is a poster saying "Here's the beef!" with a savoury a picture of the new Hot 'N Juicy burger.
• Actors will play Dave Thomas (founder) and his daughter (Wendy), then flashes to the real Wendy Thomas as she describes the new product and how the Hot 'N Juicy burgers would make her father so proud that he would say "Here's the beef!"

Wendy's is trying especially hard to reach a larger target market. Due to the economic downfall, people have trended towards fast food restaurants. Wendy's recognized this change in culture habits and is trying to capitalize on it. They have reached out to an older crowd by using humor from an older advertisement, while also reaching out to the younger generation by using the young famous celebrity, Reid Ewing. Not only is this branching out to a larger market, but it is forming an emotional connection with both segments. Each age segment feels connected to the brand and a sense of personal familiarity with Wendy’s. Creating a brand relationship is key in advertising and is attempted by every brand. 

Due to the connection with the younger crowd, Wendy’s will most likely see stronger business at mid afternoon and late-night since their spending patterns and social activities trend that way. Teens tend to grab burgers after class or practice or late on weekend nights. Wendy’s will gain exponentially by creating a relationship with the older crowd because they will see business forming in their usual “slow- hours.” The elderly tend to eat earlier than the rest, somewhere between the hours of 11- 1 and 4-7, therefore closing the gap between rushes. 

The use of an old, yet still famous advertisement also shows consumers that Wendy's is a timeless product. It defines the Wendy's brand as reliable, high-quality and classic. This brand image is also further reiterated through the use of family in the advertising. The consumers build a relationship with the brand because they can directly relate to the Thomas family. They feel a personal connection to the family and therefore to the brand. The consumers translate their trust in Wendy Thomas and her father as trust in the brand in general.

However, no one is perfect... not even Wendy. Here is a point for improvement:

• Problem: The three second jogging of the consumers' memory is not long enough. The new teaser ad is so short that it is hard to really realize what's going on. Solution: Instead of showing such a brief video clip of the 1984 advertisement, try to captivate the audience more by using the entire advertisement. It will spark memory in the older customers, and will form curiosity in the minds of the younger customers. 

Next time Wendy's should tease a little less and show a little more, but kudos for broadening the market and creating brand relationships. Do you think this was a successful ploy? Who is excited to try the new burger?!

Stamp of Approval,

The AD Judge

NYT Article