Thursday, September 24, 2009

Can men be convinced to buy body wash?


While women have been moving from bar soap to body wash in great numbers, (the market has grown +53% in 5 years), men have been slower to switch. Now that Axe has broken through the gender barrier, and achieved a 7% market share, other marketers are following their lead.

The newest offer from Nivea – Active 3 is multi-functional product serving as a shampoo, body wash, and shave gel. And unlike Axe, it will be sold based on functionality rather than sex appeal and will be marketed to older men via magazines. (Newman, 2009)

What do you think? Will it be a hit or a miss?

Newman, A. (2009, September 8). Adding a Masculine Edge to Body Wash. Retrived September 23, 2009, from

Thursday, September 17, 2009

Integrated marketing comes of age.


As a long-time advocate of integrated marketing, I have eagerly awaited the time when advertisers would fully embrace the philosophy. That time has come. Timberland announced this week that their new campaign, targeting young city dwellers, would include the following media:
• Mobile iPhone and Blackberry applications and games
• Interactive billboards
• Branded videos and commercials on Hulu
• Customizable Pandora radio stations
• Reverse sidewalk graffiti
• “Station domination” out-of-home advertising
• In-store promotions and retail windows
• Public relations targeting blogs and magazines

The campaign will run in select markets in the U.S., Italy and the UK.

I am particularly intrigued by “Expedition Timberland”, the mobile phone app. It is designed to guide users to local hiking trails, neighborhood walks, secret spots for relaxing and the best city views. The plan is to update it seasonally throughout the year.

For gamers they designed “Timberland Trail”, a game that invites players to select the appropriate Timberland gear in order to overcome various obstacles. (Irwin, 2009)

What do you think? Does either tickle your fancy? Do you use mobile apps now? What kinds? Are you a gamer? Would you play this one?

Irwin, T. (2009, September 14). Timberland Launches TV Ads, Mobile Apps. Retrived September 15, 2009, from

Thursday, September 10, 2009

Do you get emotional about cream cheese?


Here comes more evidence that advertisers are taking the research about the role that emotions play in decision-making seriously. (Shiv & Fedorikhin, 1999)

Philadelphia cream cheese, the category leader, has announced that their new television campaign will focus on the “moments created by Philadelphia cream cheese”. The stated goal is to get consumers thinking about the product more often by showing bonding moments between loved ones such as a boy spreading cream cheese on a bagel for his mom. (Wong, 2009)

What do you think? Will watching a girl making dessert with her grandmother persuade you to indulge in this high fat treat more often?

Shiv, B.& Fedorikhin, A. (1999, December). Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making. Journal of Consumer Research, 278-292

Wong, E. (2009, September 3). Why Kraft is ‘Pheeling’ Good About Cream Cheese. Retrived September 9, 12009, from

Thursday, September 3, 2009

Can humor increase sales of Bud Light?


Facing the prospect of its first sales decline in 27 years, Anheuser-Busch announced that their new campaign would move away from their current “drinkability” strategy (i.e. not too heavy, not to light), to a more humorous approach. (Mullman, 2009)

This is actually a return to the company’s heritage, which was based on the premise that since people drink light beer to have fun, the ads should be fun. That makes sense, especially when we remember that most product purchases are based on emotion. (Shiv & Fedorikhin, 1999)

Wouldn’t you rather buy “fun” than “balance”?

Mullman, J. (2009, August 10). How Bud Light Lost Its Sense of Humor – and, Subsequently, Sales. Retrived September 2, 2009, from

Shiv, B.& Fedorikhin, A. (1999, December). Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making. Journal of Consumer Research, 278-292