Calling on you to discuss the joys of writing and the importance of creativity in our personal and business lives.

Monday, January 09, 2006

Thrive branding campaign is a gem.

Had breakfast the other day with a few branding experts from Nead Brand Partners. The talk turned to the killer "Thrive" branding campaign of Kaiser Permanente. Phase two is in full swing and features TV, radio, billboard and print ads.

The campaign continues to emphasize total health and well-being. And, while the messages are clearly healthy, so are the ads and commercials themselves.

The creative is ultra-fresh. The design is lean and fat free. The pacing is definite, yet unhurried. And the simple words are easy to digest.

And, speaking of words, isn't "thrive" a winner? It hasn't been used (or abused) by many copywriters, including me. And everyone can warm up to it because we all want to thrive.

Good stuff. May it thrive for many years.

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