Will you pay $35 to advertise Coke on your t-shirt?

Coke, which is currently under attack by the LGBT community for its support of the Sochi Olympics and various health organizations for its role in the obesity crisis has apparently decided the solution is to sell a high-end Coke vintage fashion line.

According to the company Coke branded merchandise generates more than $1 billion in retail sales annually.  And it is bought mostly by consumers outside of the U.S.  With t-shirt prices from $35 - $50, and jackets costing $1,650 they certainly are pricing these items as a luxury item.  But to what end?  (Heine, 2013)

In the long run, Coke needs to sell more beverages to make money.  Will branded clothing help?  Or is it simply another distraction from their core mission?  What do you think?

Heine, C. (2013, October 23)  Coke Debuts High-End Fashion Line Inspired by Old Branded Clothing.  adweek.com.  Retrieved October 23, 2013, from  http://www.adweek.com/news/advertising-branding/coke-debuts-high-end-fashion-line-inspired-old-branded-clothing-153327

Will a new app make you want to do your holiday shopping at Macy’s?

Macy’s has announced that they are positioning their new mobile app as a digital personal assistant for holiday shoppers.  It will help them view Black Friday specials, create customized shopping lists, and navigate the stores. Of course the lists can be edited and shared with friends.

QR codes are out – downloads were disappointing.  But a new technology will allow people to view product videos by just waving their smart phones in front of a billboard. 

The emphasis, as always, will be on deals, only now they will be delivered via mobile.  And stand by for more emails.  (Tode, 2013)

So what do you think?  Will this strategy work?  I have to admit I never had trouble finding my way around the store until they replaced the easy to read signs they had with a lousy 3D floor plan that may work with apps, but doesn’t do much for me.  It makes me wonder how many Macy’s customers are really using mobile apps.  How about you?

Tode, C. (2013, October 16)  Macy’s makes app linchpin in Black Friday shopping experience.  mobilecommercedaily.com.  Retrieved October 17, 2013, from 
http://www.mobilecommercedaily.com/macy%E2%80%99s-makes-app-linchpin-in-black-friday-shopping-experience

Will New Yorkers even notice?

NY is definitely the land of the weird.  Man in his underwear – must be the Naked Cowboy.  People talking to themselves – oh wait that happens everywhere now. 

But these past few weeks a couple of interesting promotions are making even jaded New Yorkers take a second look.  First there was a promotion for the new movie version of Carrie.  When a standard coffee shop argument turned telekinetic, even the most oblivious smartphone users reacted.  Here is the video that was distributed and run by various news outlets.

http://www.timeout.com/newyork/things-to-do/a-viral-marketing-stunt-for-carrie-is-actually-pretty-creepy-video

And this weekend, you may find a Star Trek character delivering your groceries.  GE has partnered with Star Trek to promote their “Brilliant Machines” with this commercial. 

http://www.youtube.com/watch?v=2QMO1SZ0-is&list=PLxRhTjvLlyoIXJLwUxoQFx7Erz_FUPkJ9&index=2

For the local promo they have partnered with TaskRabbit to rebrand deliverers as TrekRabbits.  Post a task under $35 between 10/10 and 10/13 and you may find yourself randomly selected for a warp speed delivery. 

Hmm.  Sounds like fun, but will it really help GE sell stuff?  Or will New Yorkers assume that the characters are in town for ComicCon?  Likewise will viewers of the ‘sNice video go to see Carrie?  Will you?

McDaniel, M. (2013, October 7)  Customers Freak Out as Viral Video Unleashes 'Carrie' in a Coffee Shop.  movies.yahoo.com.  Retrieved October 10, 2013, from  http://movies.yahoo.com/blogs/movie-talk/viral-video-unleashes-carrie-coffee-shop-155157580.html

Golembewski, V. (2013, October 10)  Live Long & Prosper With Trekkie-Delivered Groceries.  refinery29.com.  Retrieved October 10, 2013, from  http://www.refinery29.com/2013/10/55134/task-rabbit-star-trek-delivery?utm_source=feed&utm_medium=rss

Do you care about the heritage and provenance of your olive oil?

Filippo Berio is launching its largest-ever ad campaign to ride the wave of increasing olive oil consumption in the U.S. (Up 6% yearly over the past two decades.) According to its research, consumers crave historical information about how Filippo established his brand.  Yes, there really is a Filippo, and the television commercial will take us back to 1867 to meet him, while the new bottle design will feature his photo and signature; a move the company says increases trustworthiness. (Lukovitz, 2013)

So what do you think?  Is this an effective strategy?  Will it make consumers want to buy Filippo Berio Olive Oil?  Does it make you want to?

Lukovitz, K. ( 2013, October 2)  Filippo Berio Launches Largest-Ever Ad Campaign.  mediapost.com.  Retrieved October 4, 2013, from  http://www.mediapost.com/publications/article/210500/filippo-berio-launches-largest-ever-ad-campaign.html?edition=65342#axzz2gWowHAvq