Wednesday, March 30, 2011

Will guys buy Vaseline Men if a former NFL star tells them to?


Unilever has just announced that they are launching a campaign for their Vaseline Men line tied to the NFL draft and featuring Michael Strahan, former defensive end for the NY Giants.

The focused effort includes an online game, a technique that the brand has used successfully in the past as it has delivered double-digit growth in the two years since its launch in 2008.

The stated goal in the selection of Strahan as spokesperson for the line is to communicate the fact that “it’s perfectly macho for men to moisturize.” (Neff, 2011)

What do you think? Will this strategy be successful? Does it make sense to address men directly rather than their wives, who may do the family shopping?

Neff, J. (2011, March 30). Vaseline Men Kicks Off NFL-related Promotion Despite Lockout. Retrieved March 30, 2011, from

Wednesday, March 23, 2011

Are Roger Federer fans a good target for Swiss chocolate?


Swiss chocolatier Lindt thinks so. They have decided to become host sponsor of this year’s Sony Ericsson Open in Miami. The sponsorship includes signage, product demos at the Lindt Lindor Dream Center, and sampling throughout the grounds, and even at tournament partner hotels. There’s also a text promotion offering seat upgrades, commercials and trivia on jumbo screens, an online sweepstakes and a Twitter contest. In short it’s a truly integrated promotion targeted to the approximately 300,000 attendees. (Greenberg, 2011)

Is this a good idea? Do you think it will be successful? Will it have a ripple effect?

Greenberg, K. (2011, March 21). Lindt Serves Up Chocolate At Sony Ericsson Open. Retrieved March 22, 2011, from

Wednesday, March 16, 2011

Are you watching television on your computer yet?


A recent study shows that nearly 1/3 of urban media consumers are watching television on their computers or mobile devices.

Interestingly, the numbers vary based on cultural background with 41% of Asians, 37% of Latinos, and 36% of African-Americans watching tv on alternative platforms compared to 25% of whites. (Friedman, 2011)

What about you? Did you watch the latest episode of American Idol on your iphone?

Friedman, W. (2011, March 11). Non-Traditional TV Viewing Surges. Retrieved March 16, 2011, from

Wednesday, March 9, 2011

Will you spend $10 to help end violence against women?


On March 8, Avon kicked off its yearly campaign to stop global violence against women. First started in 2008, and spearheaded by Reese Witherspoon, the campaign has raised $30 million to date.

For each $10 bracelet bought, $8.04 will be donated to the Avon Foundation for Women. They are also donating an unspecified percentage of sales earned from songs purchased from Avon Voices, and are encouraging women to name them their favorite non-profit on Ebay, so they will be able to donate $1 or more every time they make an Ebay purchase. (Mahoney, 2011)

What do you think? Is this strategy a winner? If you do buy a bracelet, will you buy some make-up too? Do you want to be asked to donate money every time you buy something on Ebay?

Mahoney, S. (2011, March 7). Avon, Witherspoon Expand Antiviolence Campaign. Retrieved March 9, 2011, from

Wednesday, March 2, 2011

Do you feel guilty when you eat fast foods?


Apparently Arby’s thinks you do.

In their new campaign launched on March 1, they address this insight by highlighting the fact that their food puts people in a good mood. (McWilliams, 2011)

Hmm. That raises two questions, is this an effective consumer insight, and does this strategy address it properly?

And, finally does this execution convey either of those things? What do you think?

McWilliams, J. (2011, March 1) Arby’s launches new advertising campaign. Retrieved March 2, 2011, from