Adaily's Year of Brilliance #13: Define, Label and Group
This week, we explore how brands harness our need to categorize by Defining, Labeling and Grouping. Coining an evocative name for a behavior or group can make it desirable, while a negative label can discourage. The key is using labels to shift perception, foster exclusivity, or change behavior. See more in Adaily here.
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1. Taboo Totes • Nana
Saatchi & Saatchi ME Dubai • 2024 • Personal care • United Arab Emirates • Middle East
Campaign Summary:
Nana's "Taboo Totes" campaign challenged period secrecy in the Middle East by defining transparent bags for menstrual products with an evocative label, "Taboo Totes," turning them into symbols of openness. This initiative aimed to normalize conversations and empower women by shifting perceptions from shame to pride.
The bold approach engaged 40M people, generated $20M in earned media, reached 73% of the region, and led to a 37% decrease in "pad taboos."
2. Dr. Rick Will See You Now • Progressive Insurance
Arnold Worldwide Boston • 2022 • Insurance • United States • North America
Campaign Summary:
Progressive Insurance expanded its popular "Dr. Rick" campaign, who defines and labels common new-homeowner behaviors as "Parentamorphosis," by launching his book. This approach uses a created persona and a coined term to gently mock these behaviors, aiming to make people aware and consider Progressive's solutions. The book successfully extended Dr. Rick's reach, offering strategies to "un-become your parents."
3. Context Changes Everything • Bloomberg Media
Wieden+Kennedy New York • 2023 • Media Outlet • United States • North America
Campaign Summary:
Bloomberg Media's campaign defined its core value proposition with the clear label "Context Changes Everything," grouping all its content under this strategic message. This approach aimed to differentiate the brand by emphasizing its focus on providing context alongside information for business leaders.
The campaign successfully unified its brand message, delivered a positive ROI, and significantly improved the effectiveness of its overall media investment by clearly articulating this defining principle.
4. Add the M • YWCA
Rethink Canada • 2022 • NGO - equality • Canada, Cross-country • Global
Campaign Summary:
YWCA's "Add the M" campaign addressed the devaluation of women's sports by using a simple act of labeling – adding an "M" to iconic men's sports logos – to define the disparity. This visual demonstration highlighted the default assumption of men's sports as the norm, sparking conversation about unequal treatment.
The initiative garnered significant earned media ($535k) and provided tools for public participation, successfully raising awareness about gender inequality in sports.
5. ReclaimYourName.dic • Elimin8Hate
Citizen Relations Toronto • 2022 • NGO - equality • Canada • North America
Campaign Summary:
Elimin8Hate's "ReclaimYourName.dic" campaign defined Microsoft Word's underlining of Asian names as a microaggression and labeled its solution with a purposeful name. By creating a custom dictionary, they grouped these names, aiming to make workplace software more inclusive.
The initiative garnered 90M+ media impressions, prompted thousands of downloads, and led to discussions with Microsoft about integrating the dictionary globally.
Quick Takeaways: Define, Label and Group
Coin Evocative Labels to Challenge Norms: Giving an object or idea a provocative name (like Nana's "Taboo Totes") can instantly define a problem and spark conversation to change perceptions. Think: What existing product, behavior, or unspoken issue could you give a powerful new label to, in order to reframe it?
Create Personas/Categories for Behaviors: Defining relatable personas (like Progressive's "Dr. Rick" for "Parentamorphosis") or distinct categories helps audiences recognize and address common patterns or needs. Think: What common customer behavior or mindset could you personify or label to make your solution more relevant?
Use a Defining Phrase as Your Brand Anchor: A clear, concise label for your core philosophy (like Bloomberg's "Context Changes Everything") can unify your brand message and create a distinct group identity for your service. Think: What short, powerful phrase could define your brand's unique approach or value proposition?
Employ Visual Labeling for Impact: Sometimes a simple visual change or addition (like YWCA's "Add the M") can powerfully label an inequality or redefine importance. Think: Is there a visual element you could add, remove, or alter to make a statement and redefine how something is perceived?
Label Problems & Group Solutions: Clearly defining an issue (like Elimin8Hate did with software bias) and then labeling a specific solution (ReclaimYourName.dic) gives people a tangible way to understand and act. Think: What problem can you clearly define, and what unique name can you give your solution to make it stand out?
About Adaily Inspiration
Adaily Inspiration is your weekly dose of creative fuel. Each Tuesday, we explore a powerful creative thinking tool from the Deck of Brilliance (a collection of 52 methods by Juggi Ramakrishnan and Todd McCracken). We break down the tool, show you how to apply it to your marketing, and analyze five award-winning campaigns from the Adaily database that demonstrate its effectiveness. Our goal is to help you generate breakthrough ideas and create campaigns that truly resonate.
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Disclaimer: All campaign descriptions in this post are AI-generated, based on real-life descriptions provided by the authors.
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