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Method has been a very successful brand — showing that a small firm can compete with the P&G and Unilever’s of the world.  Brandweek interviews Method’s founder, Eric Ryan about Method’s controversial viral video and a new laundry detergent.   See “Method Co-Founder Offers Spin on Viral Video, Laundry,” Brandweek, January 9, 2010.  If you decide to show and talk about the controversial video – perhaps from a social responsibility or ethics perspective — this article will give you a bit more perspective.

Check out our previous post on the controversial Shiny Suds video being pulled — you can find the video there as well.

Looking for an interesting, international (well for all you non-Canadians anyway) example of social marketing.  You can read a brief ditty on the campaign  “MADD Presents Drunk-Driving ‘Experts’,” at Marketing Magazine (a Canadian publication/site), January 7, 2010.  I have linked to one of the ads below. Is humor a good approach for such a serious subject?

The dangers of viral media.  Method thought it had a clever video which got plaudits from marketers and a 4 star rating from YouTube.  But when a vocal minority were offended, Method was forced to pull the ad.  An unauthorized copy is still available on YouTube here.  The full article “Method Pulls ‘Shiny Suds’ Ad After Sexism Complaints” is at AdAge.com, December 2, 2009 (subscription only).

Household cleaner marketer Method has pulled down a viral video roundly applauded by marketers at the Association of National Advertisers annual conference last month and by most viewers who’ve seen it because of heated complaints from some women who view it as sexist and even condoning rape.

How racy do you want to be in your class?  This CNN video clip (“’Save the Boobs’ ad too sexy?” 1:50,  CNN.com, September 24, 2009.) discusses a television ad promoting breast cancer awareness.  The ad has a strong sexist tone, but good intentions.  Such a provocative ad also gets publicity – witness the attention given it by CNN and no doubt other media outlets.  Do the ends justify the means?  You can find the commercial without the CNN commentary on YouTube.

This article, “GoodGuide Puts Brands’ Ethical Claims to the Test,” at AdAge.com, (September 28, 2009) describes the new GoodGuide website.  This site has a database rating about 75,000 consumer products on health, environmental, and social impact using a 10-point scale.  The article discusses some possible strategies that might be employed by the website. Even if you cannot check out the article, you can link to www.GoodGuide.com and check out the website.