As many know, Old Spice's advertising has been getting a lot of attention. It's creating a lot of earned media and rightfully so.
Beyond their advertising, Old Spice surprised me the other day with a clever use of their clipper ship logo in a new deodorant scent they've introduced.
It's hard to make it out in the above photo, but Old Spice has used the freshness cap to leave an indentation of their clipper ship logo on the top of the unused stick of deodorant. It was clever enough to make me stop for a couple seconds. It's a little detail you discover after purchase that once again reminds you of the brand.
As you're browsing the toothbrush aisle looking at God knows how many varieties of toothbrushes, Colgate's packaging has what appears to be neon Velcro on the front. You can't help but touch this surface on the packaging with your fingers to discover the tingly bristles on the back of the brush. This is a small touch that goes a long way moving consumers up the purchasing consideration ladder. With this simple tactile demonstration, they've differentiated themselves from the competition and made shopping for an everyday item a bit fun.