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  • Orange Slice

    Whether it's advertising or branding that makes us laugh, think, or something we just find clever... you will find it here. Welcome to Fresh Media's Orange Slice.

  • I Spy a 'Mom'!
    It was while Robbie was having some Wendy's French Fries that we spotted it. Mind you, Robbie did not need the fries... he just wanted some. But it was while eating them that we noticed the MOM in the logo. At first we thought no, but then we thought yeah. Why wouldn't a super brand like Wendy's add a secret message to their logo that spelled out MOM? They would want you to look that their new logo and associate their brand with your Mom. Home-cooked meals, good for you, nurturing... these are the feelings Wendy's wants you to have about their brand.

    A quick search revealed that Wendy's is denying adding the Mom to their new logo, and says it is 'unintentional'. But this is Wendy's and for a giant brand like this, nothing is unintentional in our opinions.

    Clever, Wendy's. Very clever.
  • What You See Is Imagination
    We love ads that say so much without actually saying a single word. Another great example of this is this series of ads from Lego. A simple idea executed perfectly, it's hard not to smile as you are reminded of the power of a kid's imagination when playing with this classic brand.
  • Fair to Canada?
    In case you've not turned on the radio or opened a magazine lately, you might not have noticed the major 'Fair to Canada' ad campaign the big three Canadian telecommunication giants have launched.

    We're not going to get into all the details behind why Rogers, Bell and Telus have joined forces (in a seemingly unprecedented union), but the long and short of it is that they are trying to pressure the Canadian government into allowing them to bid on buying smaller telecommunication companies in Canada. The government is not letting them, which they say is opening a huge door for American companies like Verizon to enter our Canuck market at an unfair advantage. Thus… not being Fair To Canada.

    Whether you agree or disagree with all of this, their ads are based on the hope that we-- the consumers-- will connect with them on their fight, agree with their arguments, and want to help them stop all of this.

    For us, we find it fascinating just how they have structured their campaign messaging. Which is trying to connect with us beyond our wallets.  How can you create a movement when people already have the brand impression that you are the bad guys?

    Time will tell, but we ask you to watch the spot and ask yourself… do you feel for the Big 3?
  • Milk Dunk
    When it comes to dipping a cookie into a glass of milk, it's hard to picture any other cookie than the Oreo. But if you are Oreo, how do you continue to grow that brand recognition of being the cookie you think of when it comes to the 'milk dunk'? You start by developing this ingenious shopping mall elevator ad!

  • Are You Camera Shy?
    'Camera Shy', a new video by Dove, explores why women hate being photographed as they get older. The ad is a result of research that Dove carried out in the UK which revealed that 9 out of 10 women admit they're camera shy, and often feel self-conscious about having their pictures taken because they do not feel beautiful. What is always fascinating to us is that Dove is owned by Unilever, the same company that owns and markets all Ax products. So while Dove continues to create tremendous marketing campaigns that focus on women's self esteem, they produce Ax ads which can be easily argued achieves the opposite result. No matter what you think of this dual marketing personality that Unilever has, you can't deny the effectiveness of this new video. They successfully capture the feeling women had when they were young and fearless in front of the camera. And the reminds us that self-esteem is only lost when you stop thinking you're beautiful.