2/17/10
Time to kiss “the ultimate driving machine” goodbye. According to the folks at BMW, research has shown that their emphasis on power and performance is out of step with the latest consumer concerns – safety and value.
The new campaign, which began last week, features real car owners, rather than the cars themselves; and focuses on the joy that comes from owning a BMW.
Jack Pitney, Vice President of Marketing for BMW North America, says “We hope to really add some humanity to our brand.” (Kellogg, 2010)
Not a bad idea given what we know about the importance of emotions in buying decisions. What do you think? Will they be successful with this new approach?
Kellogg, A. (2010, February 13) BMW Touts ‘Joy,’ Value in New Ads. wsj.com.
Retrived February 16, 2010, from
http://online.wsj.com/article_email/SB20001424052748704479704575061592413112352-lMyQjAyMTAwMDEwNTExNDUyWj.html
Wednesday, February 17, 2010
Wednesday, February 10, 2010
Trying to sell computers? Reach out to African-Americans.
2/10/10
A recently released study of African-Americans showed that while population had increased by 10% from 2000 to 2008, buying power increased by a whopping 55% to $913 billion.
It also indicated that they spend a proportionately higher percentage of their income on technology products. In fact, 31% of their discretionary income ($39 billion) is used to buy computers, cell phones and electronics.
Finally, the same study indicated that African-Americans spend more time weekly online (18 hours) than watching television (15 hours). (Loechner, 2010)
It’s a perfect combination -- a more qualified prospect, with a specific media skew. Can a targeted campaign be far behind? Which computer company do you think will be savvy enough to capitalize on the opportunity first?
Loechner, J. (2010, February 8) African-Americans Major Influence in Tech, Media and Buying Power. Mediapost.com. Retrieved February 9, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=122016
A recently released study of African-Americans showed that while population had increased by 10% from 2000 to 2008, buying power increased by a whopping 55% to $913 billion.
It also indicated that they spend a proportionately higher percentage of their income on technology products. In fact, 31% of their discretionary income ($39 billion) is used to buy computers, cell phones and electronics.
Finally, the same study indicated that African-Americans spend more time weekly online (18 hours) than watching television (15 hours). (Loechner, 2010)
It’s a perfect combination -- a more qualified prospect, with a specific media skew. Can a targeted campaign be far behind? Which computer company do you think will be savvy enough to capitalize on the opportunity first?
Loechner, J. (2010, February 8) African-Americans Major Influence in Tech, Media and Buying Power. Mediapost.com. Retrieved February 9, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=122016
Wednesday, February 3, 2010
Real Beauty for Men?
2/3/10
Can a brand that has made a strong connection with women do the same with men? Dove is about to find out.
In 2006, Dove kicked off its award-winning “Real Beauty” campaign, targeting women, to great fanfare, with a 45-second spot on the Super Bowl. The much talked about spot, and the even stronger viral effort that followed, led to several years of double digit sales increases until momentum slowed. (Fawcett, 2007)
Stand by for the new “Dove Men+Care” line making its debut with a similar 45-second spot aimed at men in this Sunday’s Super Bowl. (Corr, 2010). Will men want to buy body and face washes that offer cleansing and moisturizing? The success of Axe body washes suggests they will. So, the big question is how will Dove make that all important emotional connection with their new target? Tune in Sunday, and find out.
Fawcett, A. (2007, January 2). Consumer Packaged Goods Marketer of the Year: Unilever’s Dove. Mediapost.com. Retrived January 3, 2007, from
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=53208&Nid=2616...
Corr, A. (2010, February 2). Out To Launch. Mediapost.com. Retrived February 3, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=121750&passFuseAction=PublicationsSearch.showSearchReslts&art_searched=dove&page_number=0
Can a brand that has made a strong connection with women do the same with men? Dove is about to find out.
In 2006, Dove kicked off its award-winning “Real Beauty” campaign, targeting women, to great fanfare, with a 45-second spot on the Super Bowl. The much talked about spot, and the even stronger viral effort that followed, led to several years of double digit sales increases until momentum slowed. (Fawcett, 2007)
Stand by for the new “Dove Men+Care” line making its debut with a similar 45-second spot aimed at men in this Sunday’s Super Bowl. (Corr, 2010). Will men want to buy body and face washes that offer cleansing and moisturizing? The success of Axe body washes suggests they will. So, the big question is how will Dove make that all important emotional connection with their new target? Tune in Sunday, and find out.
Fawcett, A. (2007, January 2). Consumer Packaged Goods Marketer of the Year: Unilever’s Dove. Mediapost.com. Retrived January 3, 2007, from
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=53208&Nid=2616...
Corr, A. (2010, February 2). Out To Launch. Mediapost.com. Retrived February 3, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=121750&passFuseAction=PublicationsSearch.showSearchReslts&art_searched=dove&page_number=0
Thursday, January 28, 2010
You can’t argue with success.
1/28/10
Stand by for another round of creepy e-trade babies in this year’s Superbowl.
Why? According to e-trade, they saw a 19% increase in online applications following last year’s game. They didn’t say if that covers the $3 million they paid for the placement, not to mention the cost of producing the commercial. But, in addition to the application increase they also saw an 86% increase in unique prospects visiting the site in the week following the game. (Steinberg, 2010)
I’m convinced. Are you?
Steinberg, B. (2010, January 25). Why This $3 Million Baby Is Back on the Super Bowl. adage.com. Retrived January 27, 2010, from
http://adage.com/superbowl10/article?article_id=141713
Stand by for another round of creepy e-trade babies in this year’s Superbowl.
Why? According to e-trade, they saw a 19% increase in online applications following last year’s game. They didn’t say if that covers the $3 million they paid for the placement, not to mention the cost of producing the commercial. But, in addition to the application increase they also saw an 86% increase in unique prospects visiting the site in the week following the game. (Steinberg, 2010)
I’m convinced. Are you?
Steinberg, B. (2010, January 25). Why This $3 Million Baby Is Back on the Super Bowl. adage.com. Retrived January 27, 2010, from
http://adage.com/superbowl10/article?article_id=141713
Thursday, January 21, 2010
Margarine wars? Time to reach for the butter.
1/21/10
Proving that they learned absolutely nothing from the recent soup wars which proved to be a lose lose for both Campbell’s and Progresso, Unilever’s Promise margarine has decided to take on rival Smart Balance with the claim “we think natural tastes better.” Excuse me, but what’s natural about oil filled with additives? (Baar, 2010)
Apparently the folks behind this idea don’t watch Alton Brown’s Good Eats show on the Food Channel, because he did an admirable job explaining in his Defense of Butter episode that the only natural product in this category is butter. And they clearly haven’t read Michael Pollan’s book In Defense of Food: An Eater’s Manifesto, because if they had they would have already switched to butter.
Well this misguided effort ought to turn even non-watchers and non-readers into butter converts in no time flat. I’ve already made the switch, have you?
Baar, A. (2010, January 19). Unilever’s Promise Takes on Smart Balance. Mediapost.com. Retrived January 20, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=120883&nid=110167
Proving that they learned absolutely nothing from the recent soup wars which proved to be a lose lose for both Campbell’s and Progresso, Unilever’s Promise margarine has decided to take on rival Smart Balance with the claim “we think natural tastes better.” Excuse me, but what’s natural about oil filled with additives? (Baar, 2010)
Apparently the folks behind this idea don’t watch Alton Brown’s Good Eats show on the Food Channel, because he did an admirable job explaining in his Defense of Butter episode that the only natural product in this category is butter. And they clearly haven’t read Michael Pollan’s book In Defense of Food: An Eater’s Manifesto, because if they had they would have already switched to butter.
Well this misguided effort ought to turn even non-watchers and non-readers into butter converts in no time flat. I’ve already made the switch, have you?
Baar, A. (2010, January 19). Unilever’s Promise Takes on Smart Balance. Mediapost.com. Retrived January 20, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=120883&nid=110167
Thursday, January 14, 2010
Try it, you’ll like it.
1/14/10
This just in from Lipton – Hugh Jackman has been signed to a three-year global deal with Lipton Ice Tea in an effort to get Brits to try drinking their tea cold.
According to Lipton, 53% of UK consumers claimed they did not like the taste of ice tea without even trying it. The tagline for the campaign? “Don’t knock it until you’ve tried it”. (Thomas, 2010)
I don’t know which disturbs me more, people making uninformed decisions or another celebrity pushing a product that they have no direct connection to. What do you think?
Thomas, J. (2010, January 12). Pepsi backs Lipton with Hollywood A-lister Hugh Jackman. brandrepublic.com. Retrived January 13, 2010, from
http://www.brandrepublic.com/News/976829/Pepsi-backs-Lipton-Hollywood-A-lister-Hugh-Jackman/
This just in from Lipton – Hugh Jackman has been signed to a three-year global deal with Lipton Ice Tea in an effort to get Brits to try drinking their tea cold.
According to Lipton, 53% of UK consumers claimed they did not like the taste of ice tea without even trying it. The tagline for the campaign? “Don’t knock it until you’ve tried it”. (Thomas, 2010)
I don’t know which disturbs me more, people making uninformed decisions or another celebrity pushing a product that they have no direct connection to. What do you think?
Thomas, J. (2010, January 12). Pepsi backs Lipton with Hollywood A-lister Hugh Jackman. brandrepublic.com. Retrived January 13, 2010, from
http://www.brandrepublic.com/News/976829/Pepsi-backs-Lipton-Hollywood-A-lister-Hugh-Jackman/
Thursday, January 7, 2010
Out with the Superbowl, in with cause-related marketing.
1/7/10
In a surprise move, PepsiCo announced that after 23 years of sponsorship, their beverages – including Pepsi would be sitting out the 2010 Superbowl. (Vranica, 2009)
The reason is that they are shifting their strategy to one focused on cause-related marketing, and the proposition can’t be properly explained in a :30 second commercial. The strategy shift is even more interesting when you consider new research which says 50% of teens, 40% of tweens (9-12) and 20% of kids (6-10) have bought an item tied to a social cause. (Hurley, 2009)
What do you think? Will this be an effective strategy for a soft drink to capture a new generation?
Vranica, S. (2009, December 17). Pepsi Benches Its Drinks. Wall Street Journal, p. B11
Hurley, B. (2009, October 29). Find A Cause, Show Real Commitment. mediapost.com. Retrived 1/7/10, from
http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=116289&passFuseAction=PublicationsSearch.showSearchReslts&art_searched=charitable%20causes%20and%20sales%20&page_number=0
In a surprise move, PepsiCo announced that after 23 years of sponsorship, their beverages – including Pepsi would be sitting out the 2010 Superbowl. (Vranica, 2009)
The reason is that they are shifting their strategy to one focused on cause-related marketing, and the proposition can’t be properly explained in a :30 second commercial. The strategy shift is even more interesting when you consider new research which says 50% of teens, 40% of tweens (9-12) and 20% of kids (6-10) have bought an item tied to a social cause. (Hurley, 2009)
What do you think? Will this be an effective strategy for a soft drink to capture a new generation?
Vranica, S. (2009, December 17). Pepsi Benches Its Drinks. Wall Street Journal, p. B11
Hurley, B. (2009, October 29). Find A Cause, Show Real Commitment. mediapost.com. Retrived 1/7/10, from
http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=116289&passFuseAction=PublicationsSearch.showSearchReslts&art_searched=charitable%20causes%20and%20sales%20&page_number=0
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