Filed under: Uncategorized | Tags: Alison DaSilva, Ana Maria Irazabel, Ben Goldhirsh, Carol Cone, Cone, Edelman, Good, Good/Corps, IBM, KFC, Kirk Souder, Pepsi, PR Watch, Sebastian Buck, Starbucks, Susan G. Komen for the Cure, TBWA/Chiat/Day, The Pepsi Refresh Project, Toyota Prius
Andrew Adam Newman reports in The New York Times (May 12, 2011) that Good, the integrated media platform for people who want to live well and do good, is launching an agency, Good/Corps, to work with other companies on philanthropic initiatives.
Good is credited with helping to develop The Pepsi Refresh Project, which awarded more than $20 million to approximately 1,000 projects in 2010. The Pepsi Refresh Project encourages humanitarians to promote their causes on the Pepsi website and on Facebook, and consumers decide who should be awarded money by voting online. Now in its second year, Pepsi Refresh has been recognized by Forbes magazine as one of the five best social-media campaigns. (more…)
Filed under: Uncategorized
Even though consumers do not always care to admit it, celebrity endorsements in print advertisement generate meaningful impact by raising awareness and driving purchase intent. According to the Starch Advertising Research, print advertisements containing a celebrity endorser generated 9.4% higher consumer readership than ads without a celebrity endorser. Additionally, print ads containing an entertainment celebrity garnered 15.1% more readership, on average, than ads without a celebrity.
“In general, very few consumers will admit that a celebrity endorsement influences their decision to buy a product,” said Anne Marie Kelly, SVP Marketing & Strategic Planning at GfK MRI. “However, in terms of helping with the first task in filling up the purchase funnel–getting consumers to read your ad–these data show that a celebrity endorsement moves the readership needle in magazines.”
The New York Times (February 28, 2011)
Filed under: FASHION, Uncategorized | Tags: Danny McBride, David Nichols, Eastbound & Down, HBO, Jeremy Shockey, K-Swiss, Kenny Powers, Patrick Willis, Urijah Faber
Tanya Irwin of MediaPost’s MarketingDaily (August 5, 2010) writes that footwear company K-Swiss is launching a new advertising and marketing campaign aimed at young males. The new ad campaign features the fictional character, Kenny Powers, played by Danny McBride, to help promote the launch of K-Swiss’ new “Tubes” lightwear training footwear. The ad campaign launched on August 2, 2010 and will lead into the second season of McBride’s HBO series “Eastbound & Down,” which debuts on September 26th. (more…)
Filed under: MASCULINITY, Uncategorized | Tags: Axe, Colgate-Palmolive, Old Spice, Procter & Gamble, Speed Stick, Unilever
According to Andrew Adam Newman, in the New York Times (August 17, 2009), both Old Spice, a Procter & Gamble brand, and the deodorant and body spray brand Axe, rely heavily on humor to target the 34 & under male market. And Old Spice has a new formulation, Ever Clear, which uses humor and bold imagery to play on a new male insecurity – deodorant aesthetics – anti-perspirant clumps underneath your arms. (more…)
