digital marketing

UbyKotex Gets Colorful in Design and Language

Posted by Sheila Shayon on April 4, 2011 02:00 PM

Fashion visionary Patricia Field, the New York-based designer famed for styling four famously finicky fashionstas — the characters of Carrie, Samantha, Charlotte and Miranda on the Sex and the City TV series and movies — has teamed with UbyKotex.

The Kimberly Clark brand is hoping to inspire fans of the brand with a competition to design bold and colorful pads, carrying cases and inspiration boards to help Ban the Bland – aka decades of treating feminine hygiene as something to be kept under wraps and not discussed. The winners will get to collaborate with the style maven known for her colorful, edgy style.

It’s the latest digital marketing push for UbyKotex, an iconoclastic brand that aims to engage young women (and men) and change the conversation about menstrual periods, a subject that's still somewhat taboo — even among marketers.Continue reading...

viral buzz

Viral Buzz: Skittles Has the Touch

Posted by Michael Waltzer on March 30, 2011 03:00 PM

Clever? Yes. Creepy? Maybe 'uncomfortable' is a better word. Does it make you hungry for Skittles? Maybe. The latest viral marketing campaign for Skittles may strike you as quite odd, but it’s the Skittles brand of humor we all know and love.

Since the series of five online videos riffing on the Wrigley-owned candy brand's "Touch the rainbow" tagline hit the web two days ago, the one above already has over 180,000 hits. The spots invite you to interact with them by touching a designated spot on your computer screen. Then, all you have to do is sit back and watch while your finger plays a starring role.

Watch as a cute cat licks your finger, and then the ad takes a strange turn, as a Zach Galifianakis type dressed in a cat suit replaces the kitty and starts licking your finger, with a disturbing stare. Take your finger off the video and you'll see a Skittle where your finger should be, along with the warning: “PUT IT BACK.”

Visit Skittles' YouTube channel to check out the rest of the ads, produced for the brand by for BBDO in Toronto.

survey says

L'Oreal USA Sees Growth in US Hispanic Market

Posted by Barry Silverstein on March 29, 2011 03:00 PM

Hispanics accounted for half the growth of the total U.S. population in the last decade, and they are expected to exceed 50 million in number, according to the most recent wave of census data.

That's why "Hispanic consumers are a very, very important target," according to Marc Speichert, chief marketing officer at L'Oreal USA. "We see it as a growth opportunity for the future," Speichert tells the New York Times.

One way L'Oreal USA is reaching Hispanic consumers is through a promotional tie-in with Telemundo, a television network known for broadcasting telenovelas.Continue reading...

auto motive

Porsche 911 Makes U-Turn as Everyday Vehicle

Posted by Dale Buss on March 28, 2011 10:00 AM

When is a sports car not a sports car? When it’s a minivan – sort of.

In a new advertising campaign for its slow-selling 911, Porsche Cars North America is repositioning the $78,000-to-$143,000 sports car as an “everyday” vehicle.

Think the 911 is only good for its fantasy-fulfillment chops? Think again.Continue reading...

sporting brands

Nike Bleeds Blue for India in Cricket World Cup

Posted by Sheila Shayon on March 25, 2011 03:00 PM

Nike’s new ad campaign, the “Bleed Blue Pledge,” premiered this week in time for the ICC Cricket World Cup quarterfinals between India and Australia — in which India prevailed and sent the Aussie players packing in a historic victory that notched record TV ratings.Continue reading...

viral marketing

Ford's New Spokesman Literally a Puppet

Posted by Sheila Shayon on March 22, 2011 01:00 PM

You have to give Ford a hand. Seriously. Its new brand ambassador, Doug, can't operate without one. 

The odd-looking orange puppet is part of the automaker's new digital campaign to promote the 2012 Ford Focus, one that comes with some strong comedic chops.Continue reading...

social marketing

Sony Ericsson Hot Shots: Shades of Sharapova's "I Feel Pretty"?

Posted by Shirley Brady on March 22, 2011 12:00 PM

Remember Maria Sharapova's "I Feel Pretty" commercial for Nike? The Charlie's Angels theme of the new Sony Ericsson campaign might seem to reinforce what irked her in that spot — being valued for her looks instead of her talent.

The tennis player, as Sony Ericsson's brand ambassador, is helping promote its new reality-style web series following six attractive young female players (aka "the Hot Shots") on the 2011 WTA tour. They'll upload photos and videos onto FacebookYouTube and their individual Twitter feeds to give a behind-the-scenes glimpse at life on the WTA circuit for a mini-Maria. 

It's all a bid to promote Sony Ericsson's Android-enabled Xperia smartphone to young women and sports fans — a natural brand association, as Sony Ericsson is a long time supporter of the Women's Tennis Association.Continue reading...

auto motive

Lexus Woos Younger Buyers With CT 200h

Posted by Dale Buss on March 11, 2011 02:00 PM

It’s been a long road even in marketing-cycle terms for Lexus and the CT 200h hybrid – between a weird promotional gig with Sarah Silverman and the car now finally showing up in Lexus dealerships nationwide.

Remember nearly a year ago when Lexus hired the edgy and unpredictable comedienne to host a debate about global warming on behalf of the brand, at the New York International Auto Show? Neither does anybody else. But now, the Toyota luxury brand is hoping that by closing the circle on its year-long buildup and by actually easing into dealer showrooms, the CT 200h can provide a timely bump to Lexus sales.

Lexus has just launched a new national TV-advertising campaign for the car, which — at 42 mpg on the highway — Lexus says is the most fuel-efficient luxury car available.Continue reading...

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