The Kleber Critique

The Kleber Critique

Advertisements permeate our lives – from television and radio (and streaming services, if you don’t happen to be a subscriber) to web pages, eblasts and billboards (yes, they still exist). However, not all advertising is created equal. The following articles share K&As take on the good, the bad and the “uncomfortable” when it comes to ads related to home and building products. All opinions are our own.

Moen Tells, But Doesn’t Show

Moen Tells, But Doesn’t Show

If there’s one thing we find especially irksome, it’s when companies issue press releases announcing the unveiling of “a new branding campaign.” Outside the marketing and advertising industry, nobody cares about these announcements. Yet that’s what Moen did recently....

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Is The Subscription Razor Blade Model Coming To Home Appliances?

Is The Subscription Razor Blade Model Coming To Home Appliances?

A long-admired model in the CPG business has been refillable razor blades. The basic idea is that brands like Gillette don’t make their money on the handles, but on the refillable razor cartridges that need to be replaced every week. Could this model work in other areas, like the food/home appliance category? Tovala is betting on it.

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Sonos uses storytelling to show their place in people’s lives

Sonos uses storytelling to show their place in people’s lives

Their approach is to take a well-established theme and build stories around it. And to our eye, they’ve done an outstanding job. The company has created a series of ads that stories that are very short (only 30 seconds), yet very rich and detailed. With very little dialog, the ads use visual storytelling and music (of course) to show the viewer what’s going on.

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