campaign tactics

Lush Cosmetics: Cruelty-Free, Not Controversy-Free

Posted by Sheila Shayon on May 11, 2012 09:55 AM

A tough-to-watch, controversy-stirring videotaped event by Lush Cosmetics in the U.K. involved a performance artist undergoing animal laboratory tests in the window of Lush Regent Street London in April to raise awareness of their fight against animal testing in cosmetics.

Jacqueline Traides, 24, spent ten hours in the store window and was subjected to force-feeding, injections, hair shaving and other extreme discomfort while restrained. She later blogged, "It was somewhere after the fourth hour of this live act that I found my self asking the question ‘why exactly am i here?’. I realised then that it was not to Lush, nor to the onlookers but to the beings, animals and humans alike, that endure such suffering without choice."

Intended to shock, thousands of passerby signed the brand's petition on the spot, while the performance was also streamed live on a website where viewers could sign. "I hope it will plant the seed of a new awareness in people to really start thinking about what they go out and buy and what goes into producing it," said Traides.Continue reading...

London 2012

Cadbury Taps Shazam for London 2012 Ticket Contest

Posted by Mark J. Miller on May 9, 2012 03:55 PM

The Olympics are coming to the United Kingdom and chocolate maker Cadbury, which is based in Birmingham, England, would like to give back a little something special to a few of the Queen’s loyal subjects in celebration.

Cadbury, an official sponsor of the London 2012 Games, has a few extra tickets to the Opening Ceremonies but they aren’t just going to wrap them up inside their candy bars like something out of Willie Wonka. Instead, the candy brand has teamed up with the Shazam music app and ITV to take consumers on a multimedia adventure.

Cadbury will first air an advertisement on the finale of ITV's Britain’s Got Talent on May 12 that asks viewers to use Shazam apps to identify a song, according to Marketing Week. The call to action invites viewers to “unwrap a virtual Cadbury chocolate bar to find out whether they have won tickets” or not. (Britain's Got Talent, on a sidenote, has had to suspend mobile voting due to technical issues.)

Marketing Week notes that ITV and Shazam recently partnered so that consumers can “interact with ads shown on the ITV Family of channels” and “use the audio-recognizing application to enter competitions, get additional information about a brand or download free music.” Cadbury is the first brand to take advantage of the possibilities of this new partnership.Continue reading...

event marketing

Ikea Skips to the Loo in Milan

Posted by Mark J. Miller on May 4, 2012 05:06 PM

The Salone Internazionale del Mobile in Milan has a sweet-sounding name, but it is just an incredibly massive furniture fair that is held each April in one of the world’s design capitals.

This year’s trade show featured a nice surprise from the folks at IKEA, who were in Milan to talk up their sustainable designs: a pleasant place to go to the bathroom. However, the company did themselves a big favor on the marketing front with the public bathroom created for the event.Continue reading...

brand inspiration

Nike's Forrest Gump: Ironman Jason Lester Crosses America for Nike

Posted by Mark J. Miller on May 2, 2012 01:33 PM

Ultra endurance athlete Jason Lester doesn’t back down from a challenge. He’s in the middle of a massive one right now, crossing America – all 4,800 miles of it — on foot and by bicycle in 102 days so he can share the power of sport — and sponsor Nike's Better World vision — along the way to any who will listen.

The author of Running on Faith is in his late 30s and it’s a miracle that he’s even involved with sports at all anymore. He was left for dead at the age of 12 when he was hit by a car while out for a bike ride. He broke 21 bones and a lung collapsed. His right arm became partially paralyzed. While he was in the hospital recovering, his father and sole guardian had a heart attack and died.

But the kid stuck with it. He went back to playing sports the way he had before the accident and went to his local baseball all-star game the next year. Since then, he’s become an accomplished triathlete and the first disabled athlete to complete the Ultraman World Championships.Continue reading...

auto motive

Ford Reintroduces Itself With No-Name, No-Logo "Go Further" Campaign

Posted by Shirley Brady on May 1, 2012 12:25 PM

Ford's new "Go Further" tagline was introduced in January, and it's now being promoted with a new 60-second commercial (above), a pop-up gallery in San Francisco (more on that below), and on social media, including via the Twitter hashtag #gofurther.

No puppets, no testimonials, no Ford name or even a blue oval logo to identify itself, just a simple pitch: "What does it mean to Go Further? For a car company it means offering vehicles with innovative technologies, plug-in hybrids and EcoBoost® engines that combine power and efficiency. If you were offering a new car in today's crowded market, you'd do all this to go further. Learn more at"

Ford's social hub elaborates on why it's pushing out "Go Further":Continue reading...

doing good

Honest Tea Spurs New Yorkers, Coca-Cola Siblings on Recycling

Posted by Sheila Shayon on April 24, 2012 12:43 PM

Proving that not all eco-efforts have to happen on Earth Day, Honest Tea's new eco-centric campaign, The Great Recycle, launches on Monday April 30th with the goal of boosting recycling awareness and activity across America in general, and consumer recycling of all of Honest Tea bottles by 2020.

It took 10 people to inflate the 30-foot-tall 100% recyclable recycling bin (at right) that will be placed in New York's Times Square on Monday in a bid to collect at least 45,000 beverage containers in a single day, approximately the same number of Honest beverage bottles typically sold daily in New York in April.

The company generates about 20 million glass bottles and 60 million plastic bottles each year, just a sliver of the total Americans used in 2010: 38.6 billion glass and 71.9 billion plastic, according to the Container Recycling Institute.

Hard statistics on U.S. recycling activity are hard to come by, although the Environmental Protection Agency estimates about 33% of glass bottles and 27% of plastic bottles are currently recycled.Continue reading...

auto motive

Ford's New Mustang Races into the Limelight to Chase Gen Y

Posted by Dale Buss on April 18, 2012 12:57 PM

Ford is pursuing the Millennial generation these days like the rest of the global auto industry. But so far the carmakers' love largely has gone unrequited by a car-reluctant cohort.

Now, Ford hopes that a new Mustang can keep wooing Generation Y the way that its new Ford Fiesta did when it debuted a couple of years ago. Ford design chief J Mays has been telling folks for a while that the 2014 Mustang will comprise perhaps the nameplate's sharpest departure ever from the "pony car" that first excited the baby boomers a half-century ago under the guidance of then-Ford executive Lee Iacocca.

The company will have to be cautious. In the 1970s, after mistakenly believing that the appeal of the original, muscular, blockish Mustang design had run its course with the car market, Ford introduced a vastly diluted design and called it Mustang II.Continue reading...

digital moves

PepsiCo Refreshes Digital and Brand Innovation at SXSW

Posted by Sheila Shayon on March 15, 2012 03:03 PM

Launching Doritos' new "Jacked" product line via a giant vending machine isn't the only thing PepsiCo has been up to at SXSW. The CPG giant, and its brands, have been all over Austin this past week.

“What I love about SXSW is it’s a place where culture breaks — and specifically digital culture,” Josh Karpf, PepsiCo’s Global Director of Digital and Social Media, told brandchannel. “We get to see the latest technologies 12-18 months before they hit the consumer consciousness. We’re getting it earlier which makes it a key part of the calendar.”

It’s PepsiCo’s fourth year at SXSW and its corporate and brand presence is larger than ever with four of its "billion-dollar" brands on-site, including festival novice Doritos plus SXSW veterans Pepsi, Mountain Dew and Brisk.Continue reading...

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