10/8/09
For its first broadcast effort, the pistachio industry has decided to go with kinky sex as a strategy. Yes, the $15 million campaign will include dominatrix, beauty queens, and Levi Johnston, soon to be seen in Playgirl, talking about “using protection”. (Horovitz, 2009)
Yikes. All I really need to know is if they are safe to eat now, and that they have taken steps to make sure the salmonella contamination never happens again.
What about you? Do you prefer whips and chains?
Here’s the youtube link so you can check it out.
http://www.youtube.com/watch?v=ggB6SsB4DgM&feature=pyv&ad=3785240380&kw=levi%20johnston
Horovitz, B. (2009, October 4). Pistachio industry bets on ‘sex sells’ mentality with ads. usatoday.com. Retrived October 7, 2009, from
http://www.usatoday.com/money/advertising/2009-10-04-marketing-sex-sells_N.htm?csp=34
Thursday, October 8, 2009
Thursday, October 1, 2009
Advertising & the Obesity Crisis
10/1/09
While there is no proof that advertising leads to greater consumption of unhealthy foods, enough people believe that it does that calls for censorship, starting with the campaign currently running in support of high-fructose corn syrup, are on the rise. (Lazarus, 2009)
First amendment issues aside, there is proof, based on the broadcast ban of cigarette advertising in the 70’s that censorship efforts tend to backfire. In the case of cigarettes, the move of serious amounts of money from television to more cost efficient print resulted in greater product awareness and more efficient campaigns. (Calfee & Ringold, 1990)
Perhaps the answer lies in attempting to harness the strength of advertising in a positive fashion. VERB, the CDC’s effort against childhood obesity, which encouraged children to play with a ball, blog about their activities, and pass it along, generated impressive results. First year awareness levels were 74%, and both the amount and length of activity increased. (“VERB: CDC’s Youth Campaign, 2008)
Sadly, the effort was halted in 2006 due to lack of funding. Why not require the producers of high-fructose corn syrup to provide funding for the effort much as cigarette companies are now funding anti-smoking campaigns?
And while we’re at it, according to 9/30/09’s Wall Street Journal, fewer than 10% of US high school students are eating the recommended 5-9 servings of fruit and veggies a day. (AP, 2009) Sounds like a job for McDonald’s if you ask me.
What do you think?
Lazarus, D. (2009, September 30). Let’s limit our intake of corn-syrup ads. latimes.com. Retrived September 30, 2009, from
http://www.latimes.com/business/la-fi-lazarus30-2009sep30,0,6909971.column?track=rss
Calfee, J. & Ringold, D. (1990). What would happen if cigarette advertising and promotion were banned? Advances in Consumer Research. Volume 17 pages 474-479. Retrived September 30, 2009, from
http://www.acrwebsite.org/volumes/display.asp?id=7052
(2008, May 20). VERB Campaign Case Study, National Social Marketing Centre. cdc.gov. Retrived September 30, 2009, from
http://www.cdc.gov/YouthCampaign/
Associated Press (2009, September 30). Kids Eat Few Fruits, Veggies. Wall Street Journal, pD2
While there is no proof that advertising leads to greater consumption of unhealthy foods, enough people believe that it does that calls for censorship, starting with the campaign currently running in support of high-fructose corn syrup, are on the rise. (Lazarus, 2009)
First amendment issues aside, there is proof, based on the broadcast ban of cigarette advertising in the 70’s that censorship efforts tend to backfire. In the case of cigarettes, the move of serious amounts of money from television to more cost efficient print resulted in greater product awareness and more efficient campaigns. (Calfee & Ringold, 1990)
Perhaps the answer lies in attempting to harness the strength of advertising in a positive fashion. VERB, the CDC’s effort against childhood obesity, which encouraged children to play with a ball, blog about their activities, and pass it along, generated impressive results. First year awareness levels were 74%, and both the amount and length of activity increased. (“VERB: CDC’s Youth Campaign, 2008)
Sadly, the effort was halted in 2006 due to lack of funding. Why not require the producers of high-fructose corn syrup to provide funding for the effort much as cigarette companies are now funding anti-smoking campaigns?
And while we’re at it, according to 9/30/09’s Wall Street Journal, fewer than 10% of US high school students are eating the recommended 5-9 servings of fruit and veggies a day. (AP, 2009) Sounds like a job for McDonald’s if you ask me.
What do you think?
Lazarus, D. (2009, September 30). Let’s limit our intake of corn-syrup ads. latimes.com. Retrived September 30, 2009, from
http://www.latimes.com/business/la-fi-lazarus30-2009sep30,0,6909971.column?track=rss
Calfee, J. & Ringold, D. (1990). What would happen if cigarette advertising and promotion were banned? Advances in Consumer Research. Volume 17 pages 474-479. Retrived September 30, 2009, from
http://www.acrwebsite.org/volumes/display.asp?id=7052
(2008, May 20). VERB Campaign Case Study, National Social Marketing Centre. cdc.gov. Retrived September 30, 2009, from
http://www.cdc.gov/YouthCampaign/
Associated Press (2009, September 30). Kids Eat Few Fruits, Veggies. Wall Street Journal, pD2
Thursday, September 24, 2009
Can men be convinced to buy body wash?
9/24/09
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. nytimes.com. Retrived September 23, 2009, from
http://www.nytimes.com/2009/09/08/business/media/08adco.html?_r=1&partner=rss&emc=rss
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. nytimes.com. Retrived September 23, 2009, from
http://www.nytimes.com/2009/09/08/business/media/08adco.html?_r=1&partner=rss&emc=rss
Thursday, September 17, 2009
Integrated marketing comes of age.
9/17/09
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. mediapost.com. Retrived September 15, 2009, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=113445
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. mediapost.com. Retrived September 15, 2009, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=113445
Thursday, September 10, 2009
Do you get emotional about cream cheese?
9/10/09
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. brandweek.com. Retrived September 9, 12009, from
http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i295a6fb278def938bbfa673a860a0f72
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. brandweek.com. Retrived September 9, 12009, from
http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i295a6fb278def938bbfa673a860a0f72
Thursday, September 3, 2009
Can humor increase sales of Bud Light?
9/3/09
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. adage.com. Retrived September 2, 2009, from
http://adage.com/abstract.php?article_id=138371
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
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. adage.com. Retrived September 2, 2009, from
http://adage.com/abstract.php?article_id=138371
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
Thursday, August 27, 2009
A medium for every target.
8/27/09
Where is the best place to reach “overweight, out-of-shape, introverted, aggressive, depressed adults 35+?” If you guessed online video games you would be correct. (Sullivan, 2009)
Just consider the possibilities for everything from wii to blood pressure medications. And the best part of course is that the message can be tailored to the audiences’ insights, since people who don’t fit the profile won’t be seeing it.
No wonder Martin Sorrell is so bullish about the future of the consumer insights business. Coming soon, a medium just perfect for you.
Sullivan, L. (2009, August 25). CDC: Gamers at risk for health problems, dream pharma target market. mediapost.com. Retrived August 27, 2009, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=112229
Goetzl, D. (2009, August 26). WPP focuses on emerging markets, Sorrell upbeat about consumer insights biz. mediapost.com. Retrived August 27, 2009, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=112335
Where is the best place to reach “overweight, out-of-shape, introverted, aggressive, depressed adults 35+?” If you guessed online video games you would be correct. (Sullivan, 2009)
Just consider the possibilities for everything from wii to blood pressure medications. And the best part of course is that the message can be tailored to the audiences’ insights, since people who don’t fit the profile won’t be seeing it.
No wonder Martin Sorrell is so bullish about the future of the consumer insights business. Coming soon, a medium just perfect for you.
Sullivan, L. (2009, August 25). CDC: Gamers at risk for health problems, dream pharma target market. mediapost.com. Retrived August 27, 2009, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=112229
Goetzl, D. (2009, August 26). WPP focuses on emerging markets, Sorrell upbeat about consumer insights biz. mediapost.com. Retrived August 27, 2009, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=112335
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