Do I have a special viewing experience for you! But first, the set-up…
As I strive to make a name for myself in the entertainment industry, there seems to be one word I keep coming back to: memorable. There are lots of people who want to make it big in Hollywood, but how do they set themselves apart from everyone else? One of the best opportunities I’ve had to practice memorability at Fisher so far has been the Procter & Gamble case competition.
If you’re unfamiliar with what a case competition is, think of it as a campaign pitch. Company representatives give you fictional or recent scenarios their company has been involved in– and you and your team are tasked with coming up with a solution and pitching that solution. In the case of P&G, we had to figure out how to recapture Luvs’ market share from competitor Pampers.
For someone with marketing experience, I’m sure their mind was racing with a million ideas from the moment they heard what the problem was. My mind couldn’t stop thinking of the image of a dude in a diaper. I thought it would be funny – especially since Luvs has already used campaigns that rely more on humor than heart – but I was worried that my idea would just be too out there. However, when the Luvs representative said, “Feel free to be provocative,” it was like someone had handed me a blank check. The moment my team and I got together, I posited, “Wouldn’t it be funny if we found a way to put a full-grown man in a diaper?” And, well, the rest was history.
Everyone loved the idea and we came up with a slogan “#Luvsforlife” that wanted to sell the idea that despite being the value brand, Luvs were the most durable and long-lasting diapers on the market. To represent this idea, the “Dude In a Diaper” ad was born. The commercial would start with Mom putting baby in a diaper and 30 years later, baby is still wearing that diaper while putting its durability to the test (now baby is rock-climbing or fighting fires).
Being the showman that I am, I convinced my team to shoot a sample commercial to show as part of our pitch. Check it out:
When it came time to present, I checked my dignity and remembered that I had none left, so I donned a diaper over my pants and the “Dude In a Diaper” was ready to pitch.
Over the course of the two-day competition, I got to hone my skills in a lot of areas: how to create a well-rounded product in a short amount of time, balancing team contributions and workloads, creating memorable ideas. We didn’t win the competition, but there wasn’t a single P&G employee who didn’t come up to us and complement us on our idea and our audacity. I didn’t take home and award, but I’m sure the image of me in a diaper went home with each and every one of them.
And in the end, isn’t that what being memorable is all about?