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campaigns : Pulp & Fiber Pulp & Fiber | campaigns

Back to School, Back to School


  Many people said goodbye to the summer yesterday, and hello to a new school year today! And this means Instagram, Facebook and Twitter have been trending with #backtoschool & #firstdayofschool posts and pictures of kids sporting their new hip clothes, sneakers and backpacks.   Here are some ‘Back to School’ marketing tips and tricks. […]

Selfridges Goes Brandless


What’s in a name? How vital is it to sales? Would it matter in a blind taste test? Regular cola versus Pepsi or Coca Cola? No-name microwave popcorn versus Orville Redenbacher? To some, brand names and familiar logos are all just “noise” – or at least that’s what Selfridges, a British department store, seems to […]

Somethin’ In My Teeth?

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I hate to sound like your dentist, but did you floss this morning? If not, Colgate, the planet’s purveyor of oral hygiene, has just rolled out an ad campaign that may have you rethinking that spinach salad you brought for lunch. The campaign, created by Y&R Brazil, features lovely portraits of couples who have a […]

Ikea: The King Of Campaigns


Sweden has given the city of Toronto three monumental gifts: Mats Sundin, H and M, and finally, the ability to furnish our overpriced one-bedroom apartments with cheap, sub-quality furniture. But Ikea, the blue and yellow furniture giant whose outlets look like small cities, didn’t get where they are over night. They were not always such […]


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If there’s one thing we’ve learned over the years, it’s that teddy bears can sell anything. Toilet paper, fabric softener, a Mama Burger, you name it. But what do you get when you take the teddy archetype, turn him into the star of the summer’s biggest blockbuster, and cast him in your campaign? One heck […]