Christopher Schroeder comenting on the Gillette (unbranded) site Noscruf.org makes some great observations (that may help put the whole Agency.com viral video fiasco in perspective) about how to talk to your target audience with no ‘branding’, no 30-second spot and no overt PR push, but good old word of mouth. The article appears in MediaPost’s Media section today.

The NoScruf site looks terribly amerturish that may seem counter-intuitive for a company like Gillette, now a P&G company. But that’s exactly what’s given it the viral effect. You could search the Gillette site for the keyword noscruf’ and nothing shows up. Clever! But you could look up the domain owner through a whois search.