I think some company carries out a campaign that has more value beyond the product itself. In this not-so-perfect-world, they were trying to contribute to society and touch the heart of the costumers with their campaign. To illustrate this theory I can give you some sample of product campaign.
1. Shiseido saw that Japanese women started to lose their identity. They colored their hair, tanned their skinned, tried to be like “foreigner” and look far from being an Asian especially Japanese woman. Shiseido launched Tsubaki shampoo and try to remind Japanese women that they are beautiful as they are. In each campaign they try to prove that being Japanese is beautiful.
2. Mastercard “Priceless” campaign with their slogan “There are something that money can’t buy. For something else use Mastercard”. The purpose of the campaign is to position MasterCard as a friendly credit card company as respond to the public's worry that everything is being commoditized and that people are becoming too materialistic as they see everything in terms of money.
I actually still have more samples, but it will be too long if we discussed here. Anyway, this is just my thought. So what do you think?
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