Health Promotion Board - āDonāt Toy with Your Lifeā - Anti-Vape Campaign (2025)
āDonāt Toy with Your Lifeā is Singapore Health Promotion Boardās newest Vape-Free Campaign for 2025. It aims to
It's already five years ago that Caff wrote Tag mimicking Axe and warned about the dangers of copying someone elses exact strategy. " if a consumer doesn't watch through to the end when the board comes up with the tag line and brand name, there's every reason to assume that people will be thinking that Tag's advertising is for Axe (or even Old Spice Red Zone). Causing confusion for consumers isn't really what I'm sure Arnold was intending to do. But by letting this ad get out to the airwaves, that's most likely what is going to happen."
Funny, the only thing she didn't predict was that Lynx (Axe) would be copying visual executions of Old Spice Red Zone. It's come full circle with the new "Bullet" campaign showing Lynx snow angels.
The idea is the same as in the 2005 execution of Old Spice Red Zone. Funny.