Agency: GMR Marketing

To promote its new shower gel to 18- to-24-year-old men, Axe tapped into the little boy inside every grown man with the World’s Dirtiest Tour. The 110-foot-by-45-foot footprint (pulled by four semi-truck haulers) gave young men the chance to get dirty… seriously dirty. It consisted of three dirty stations: Artsy Fartsy, where consumers covered themselves […]

With their grassroots feel, Miller Lite’s “Save the Taste” ads were ripe for a live event translation. The brand delivered with a proprietary music property unlike any other. Miller chartered a private train, called it the Miller Lite Taste Express, and hired recording artist Gavin DeGraw to get on board and travel across the country. […]

First, the premise: Unilever introduced Clix, a line extension of the popular Axe body spray for men, with a TV ad in which the ultra-dreamy Nick Lachey uses a handheld clicker to keep track of all of the women he “clicks” with. Dreaminess notwithstanding, Lachey gets far fewer clicks than an ordinary Joe who happened […]

McDonald’s hit the road with two equally difficult objectives at the top of its list: connect with marketing-averse young adults during the busy summer season and differentiate Mickey D’s from the rest of the crowded QSR landscape. Mission—make that missions—accomplished. When the 100-day tour was complete, 81 percent of attendees surveyed said they believed McDonald’s […]

Sure, you could refer to Kimberly-Clark’s Common Sense Tour as a b-to-c marketing initiative. But what made it unique were the c-to-c elements—interactives that got consumers to communicate with each other. To spread the word about the brand’s tissue, paper towels and napkins among women ages 25 to 54, Scott rolled out a 55-foot “House […]