All posts by Moshe Engelberg

Esurance Gets Off Track with “7 1/2” Minutes Campaign

Esurance has some really good campaigns that reflect a solid positioning strategy and express a compelling value proposition around saving money online. However, the new campaign misses the< mark by shifting the focus to saving time – 7 1/2 minutes to be exact.


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Is the New Viagra Ad Going Too Far?

Viagra’s new TV ad is meant to make the drug stand out from competing ED pill Cialis. Until now, both pharma companies Pfizer (Viagra) and Lilly (Cialis) took the same messaging approach, essentially showing a strong middle aged man getting manly things done. It was a message of self-reliance, that with help from a little pill, would extend into the bedroom as well.


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