King Marketing

AJ Kandy
Creative Director

AJ brings over 17 years' experience to KMA+C.

Previously in charge of Branding, Interactive and Creative at telecom software maker Interstar Technologies, AJ also served as Art Director at magazine publisher EMG Media. He's also worked on projects for Power Corporation, Air Canada, Merck Frosst and BCE Teleglobe.

AJ is a graduate of Concordia University's Communication Studies program.

Other KMA+C Blogs

Ken King, President

Previously: Touched by the hand of Jobs
Next: Appropriate

TALKING IN CAPITAL LETTERS

I keep seeing those Oxi Clean ads with the bearded guy WHO SEEMS TO TALK IN ALL CAPS. It’s an interesting branding decision for parent company Church and Dwight; they’re deliberately avoiding what most companies in the home-tidiness category are doing right now.

Method are using their “so clean you can have sex on the floor” web campaign for their Omopi kit, probably as they don’t have the budget for national TV right now, and it seems to narrowcast well to their core audience. Procter and Gamble seem to do well by using a combination of knowing kitsch (the 80s-themed Swiffer campaigns) and old-fashioned soft sell.

Oxi Clean, from the same parent company as Arm & Hammer, seems to be aimed at guys who are too macho to use Shout. (I mean it’s called SHOUT, for heaven’s sake.)

There’s a bearded guy - who vaguely resembles the sidekick from Home Improvement - touting the nuclear-style cleaning power of OXI CLEAN by talking in a voice that suggests his caps key is BROKEN, even if he’s not yelling PER SE.

I’m not sure who he’s supposed to appeal to, but I sure do pay attention when he’s on.

October 11, 2007 11:12 PM

© 2004 King Marketing, Advertising & Communications, Inc.