Friday, March 27, 2015

Do you want to be challenged by a soda?

In a just launched campaign, Dr. Pepper is daring Telemundo viewers to "Try Something New," led by celebrities of course.  The on-air component of the "Atrevete A" campaign consists of branded segments on "Suelta La Sopa," a popular celebrity chat show.  Celebrity guests will join the hosts as they try challenging feats.

The campaign will also be promoted with "Daring Moments of the Week" segments, commercials and cross-promotional segments on other Telemundo series.

Online, viewers have been invited to share photos of themselves with a Dr. Pepper logo and write a caption describing something they have always wanted to try.  The winner will appear on the show. (Sass, 2015)

Oddly enough Dr. Pepper isn't the only soft drink using  a "dare" theme at the moment.  Earlier this month, Pepsi introduced "Live for Now," with challenges led by Pepsi ambassadors like Usher and Serena Williams.

So what do you think?  Will these campaigns be successful?  Is it about the challenge or the celebrities?

Sass, E. (2015, March 26)  Dr. Pepper, Telemundo Dare Viewers In New Campaign.  Retrieved March 27, 2015, from

Friday, March 20, 2015

L'Oreal wants you to get your moles checked.

Most of us should be going to the dermatologist once a year to have our moles checked, and we should be encouraging our loved ones to do the same, as most skin cancer is treatable if caught early.

This new global campaign, sponsored by L'Oreal brand LaRoche-Posay encourages everyone to become "skin checkers."  They're hoping the video will become viral of course.  Take a look and see what you think.  

Will you forward this video to a friend?  Will you make a doctor's appointment today?  Will you buy L'Oreal products with sunscreen?

Mahoney, S. (2015, March 19)  L'Oreal Spotlights Dalmatians For Skin Cancer Push.  retrieved March 20, 2015, from


Friday, March 13, 2015

What's a Food Hack and why is Kraft featuring them in their new campaign?

A food hack is apparently a creative twist on an existing recipe.  While they can be done for a variety of purposes -- to add nutrition, take out an ingredient, add flavor, etc., Kraft is focusing on food hacks that help budget-conscious consumers stretch their dollars further..

Kraft is rolling out a new content marketing campaign targeting what they are referring to as "strapped" consumers -- including Millennials and Hispanics.  To do this they have added a sub-hub to their English language and Spanish language websites, which currently carry over 60,000 recipes -- half of which were consumer-generated.

While the effort includes a "share and win" sweepstakes, the emphasis of the campaign is drive people to the content.  To this end, 6 and 15 second videos are being placed on Facebook, Tumbler, Pinterest and Twitter.  Banner ads are running on desktop and mobile, and they have reached out to popular food bloggers. Interestingly, out-of-home efforts are running not only in traditional supermarkets, but also dollar, club and convenience stores. (Lukovitz, 2015)
So what do you think?  Will you "twist a dish" with Kraft?  Will anyone you know? 

Lukovitz, K. (2015, March 10)  Kraft Rolls Out Recipe Hub, Content Marketing Program for 'Strapped' Consumers.  Retrieved March 12, 2015, from

Friday, March 6, 2015

Will branded content on the bottle make people want to buy Johnnie Walker?

Johnnie Walker's premier Blue Label blend is now available in a "smart bottle."  If you buy one, or are are lingering close to a bottle, you will be able to read the tags with your smart phone.  These will include promotional offers, cocktail recipes and branded content.  (Lukovitz, 2015)

So what do you think?  Will this "amazing new consumer experience" generate increased sales?

Lukovitz, K. (2015, March 5)  Johnnie Walker Unveils Smart Bottle That Sends Marketing Messages.  Retrieved March 6, 2015, from