March 29th, 2012
Major food brands across the UK are joining forces to fight against obesity by reducing the calorie content in their products. Among the leading brands are food retailers Asda, Marks & Spencer, Morrisons, Sainsbury’s and Tesco. Also part of the scheme are Coca-Cola Great Britain, Mars, Nestle, and PepsiCo who have made pledges to reduce calories as part of the industry’s Responsibility Deal with the government. Will this benefit the brands in the long run?
According to a report from the Guardian this week, Asda has pledged develop a new reduced-calorie brand that will contain at least 30% fewer calories than it’s Chosen By You brand. This is a good opportunity to ramp up on Asda’s corporate social responsibility and even better for Asda, the launch of this new brand will entice new customers as well as redirecting current customers.
Coca-Cola have pledged to cut the calories in some of their soft drinks at least 30% by 2014 while Mars will cap the number of calories in its chocolate portions to 250 calories by the end of 2013. Do the timescales on these pledges seem somewhat optimistic…?
According to the Health Secretary Andrew Lansley, it is an ambitious challenge for the nation as a whole but the Responsibility Deal has made a positive start. Do we think that retailers who have not signed up will receive bad press? As suspected, reports this week berate the companies who have not secured the deal including McDonald’s and KFC who have perhaps realized that making false promises is not a good idea and that they should just stick to what they know!
In the end it is a question of businesses jumping on the calorie reduction band wagon – But how many will do so?
March 23rd, 2012
Spots V Strips - Cadburys
In a recent blog regarding chocolate brand Cadbury’s we discussed the increase in marketing activity surrounding the Olympics 2012. The ‘Eye of the Tiger’ music video, launched this year, was the final part of the series of adverts in the Keep Singing, Keep Team GB Pumped campaign and was designed to motivate athletes on the Team GB. This successful campaign demonstrated how important it is for brands to support the Olympic events this year.
It is evident that Cadbury’s motivation through their campaigns is to inspire people across the UK and Ireland to take part in sports. The brand claims that it’s Spots v Stripes Olympic activity has been a success, not by measuring the number of chocolate bars it has sold, but how it has inspired people across the UK and Ireland to take part in sports.
A combination of different marketing campaigns – the Olympic postcard campaign – and sports events – Spots v Stripes games – over the last two years has positioned the brand as a key player in the promotion of the Olympics 2012. How is the brand measuring its return on investment…?
Marketing Week reported that more than three quarters of a sample of 1,115 participants and spectators said they were more likely to get involved in community activities … Peter Taylor, professor of sport economics who took part in the assessment, claims that for every £1 invested in the campaign, the return on social investment, or benefit to the community is £1.90.
Cadbury’s agenda is about creating awareness and bringing communities together rather than increasing sales. I am sure the brand will see a significant increase in sales off the back of this comprehensive campaign leading up to the Olympics.
March 15th, 2012
Paranormal Activity 3 Ads Banned
The new feature film Paranormal Activity 3, rated ‘R’ for some violence, language, brief sexuality and drug use, has been banned from broadcast before 9pm by the ASA after receiving complaints that parents and the children watching were caused distress. According to Marketing Week the campaign included a series of three TV ads for the third installment of this blockbuster; each 10-second ad featured quick changing scenes shot in the style of video and surveillance camera footage from the film. Given the explicit scenes of violence and abuse you would have thought that Clearcast would have been reluctant to clear the program for the 7.30pm showing as opposed to 9pm, apparently not! Who are Clearcast anyway…?
In compliance with the BCAP TV Advertising Standards Code, and according to the company’s website, Clearcast are owned by the UK’s largest TV Broadcasters and it is their mission to ‘…make it easier to get ads on air…’ I think the mission says it all really! This poses the question as to whether companies like Clearcast should be held accountable.
Hilariously Paramount Pictures said that the short duration of the spots “alleviated” the potential for harm or offence because they did not maintain a level of sustained threat and tension to leave a lasting impression on the average consumer. – So basically as long as the feature clip is short then viewers cannot be affected in a negative way.
Thank you to the Advertising Standards Authority, who said although the ads were brief, the general tone was of fear and the way the spots were shot. It makes you wonder what would happen if governing bodies such as the ASA did not exist…?
March 8th, 2012
According to a report from Marketing Week the UK are planning to target domestic tourism with saturation marketing. Culture secretary Jeremy Hunt said that “there will be no escape” from the VisitEngland campaign and the VisitBritain “Great Britain” activity in overseas markets, the UK will benefit from being “the best country to visit”. Will this be enough to encourage UK residents to holiday at home this year…?
- VisitEngland 2012 – Rupert Grint
Historically there appears to have been an underinvestment in domestic tourism marketing and the UK faces the challenge with marketing to encourage less travel abroad and educate the public to the benefits in ‘staycating’ by pushing huge events including the Olympics and the Queen’s Diamond Jubilee. How is the government tackling this challenge in practice…?
VisitEngland - Stephen Fry
VisitEngland 2012 holidays at home £5m campaign features celebrities such as Stephen Fry, Michelle Dockery and Rupert Grint (Harry Potter star) who encourage people to do an array of activities in England, Scotland and Ireland. Amongst the stars is Julie Walters who attends a garden party in the Cotswolds! What else will aid the marketing campaigns launched in the run up to the Olympics…?
VisitEngland - Julie Walters
In recognition of the importance of 2012, it has been reported that commercial partners are offering additional discounts on accommodation, attractions, and other tourism related goods and services. Operators involved include Thomas Cook, leisure group Merlin Entertainment, Travelodge, and more.
VisitEngland - Michelle Dockery
To ensure that this campaign is a success, the investment of £25m on a three-year strategy and the six-week TV activity is to be continuously monitored with a goal to establishing what campaigns are working and what the focus should be going forward…
February 23rd, 2012
This week on Marketing Week shows the launch of Cadburys Rocky themed music video. The ‘Eye of the Tiger’ music video is the final part of the series of adverts in the Keep Singing, Keep Team GB Pumped campaign and is designed to motivate athletes on the Team GB. What makes this series of films different to any other of Cadbury’s quirky adverts in the past…?
Cadburys Olympic Advert - Eye of the Tiger
The video is the final in the series of musical films featuring songs like Simply the Best, Danger Zone, and Gold, all of which are world class songs that are attached to momentous events in history. Very clever Cadbury, once again they pick a song that just about everybody knows and cannot stop singing once they have heard it! What celebrities are in the Cadbury finale…?
The ad features sports fans from home towns of Team GB stars such as Tom Stalker (Liverpool) and Ashley McKenzie (London) singing the Rocky theme tune as a way of encouraging their future local heroes. Cadbury really are Risin’ up, straight to the top of viewer’s radar!
Cadbury Olympic Adverts- Eye of the Tiger
Cadbury have been very busy on their support campaigns leading up to the events this year…, In January the brand kicked off the year with the launch of their limited edition pack and on-pack promotion. The new promotion has been reported as offering extensive support as part of Cadbury’s status as the Official Treat Provider of the Olympic and Paralympic Games.
February 15th, 2012
Reflecting on the success of brand promotions such as the Orange ‘Chill and Charge’ campaign at Glastonbury last year, Marketing Week released a report this week on how brands can get the most out of festival sponsorship. The Orange brand had a tent that enabled festival attendees to charge their phone at festivals, ingenious idea from the phone brand. Glastonbury will be back in 2013, enough time for the brand to create an exciting campaign for the event…
An increasing number of brands that are not associated with music including Persil, Timberland, and Dairylea are using festivals as a channel to spread their brand messages. Organisations are taking this method of marketing seriously by preparing in advance and building this activity into their strategy in order to get deals signed with popular festivals across the country. How are brands making the most of festivals as a method for effective brand promotion…?
Digital media is becoming more prominent in the lead-up to and aftermath of festivals and is an excellent opportunity for marketers to promote their products and create brand awareness in advance. Cheese brand Dairylea had huge success from Camp Bestival last summer with their Twitter and Facebook campaigns. The festival is known as the family festival of the year and Dairylea seized the opportunity to promote the brand through a family photo shoot competition on Facebook leading up to the event.
It is important to remember that consumers now expect more from brands; Marketing Week revealed that those brands that can add a new dimension to promotion at festivals will be more likely to see a return on their experiential investment. We look forward to seeing more innovative activity from your favourite cheese makers at this year’s festivals.
February 8th, 2012
Cravendale - Muppets
In association with Disney the latest Muppet movie was launched in the US in October 2011 and is to be released this week in the UK. Along with cinema exposure, what kind of marketing have the Muppets done, and do they need to in order to succeed in the UK…?
Hollywood blockbusters tend to promote themselves as a result of the sheer volume of exposure leading up to the release in cinemas; however this often occurs in the films home territory, in this case the US. What are the implications of not marketing through traditional channels to other countries and what can brands do to help this…?
Everyone knows who the Muppets are. The long standing brand is well established not only in the states, but in the UK as well. This has not deterred the organisation from conducting marketing through TV advertising, by featuring characters such as Kermit and Pepe in the latest Cravendale advert as brand ambassadors for the milk that is long lasting, this promotes brand awareness among the British public and viewers are made aware of the new movie coming to the big screen this week. The marketing activity is also continued on the packaging of Cravendale in stores throughout the country, and the Muppets are on the website!
Click here to view this amusing ad.
January 24th, 2012
You may have seen the new brand ambassador for Virgin Media on adverts recently. They certainly chose someone very famous and being as they have been advertising fast broadband it is really quite apt that Usain Bolt is their ambassador. The world’s fastest man and Olympic gold medal-winning Jamaican sprinter, Usain Bolt not only brings some world renown to the advert but also some giggles!
Usain Bolt Virgin's New Brand Ambassador
The advert has done well to gain the spotlight on TV for being both eye catching and hilarious! The best part about this new fast broadband campaign is the fact that Bolt is seen in the advert wearing a Richard Branson beard lookalike and mimicking the world famous entrepreneur.
Virgin Media apparently came close to signing Bolt after his sensational appearance at the Beijing Olympics and now they have done the trick they are starting a nationwide campaign featuring the sprinter and Virgin’s founder in Virgin’s £110 million push to double their broadband speed. This big push will be taking place over the next 18 months and effects it’s 4.1 million internet customers.
The TV advert will be supported by a variety of other marketing paths including billboards all showing Bolt amusingly impersonating Sir Richard Branson even down to the little golden goatee! Their new strap line, “Keep Up” from agency DDB London, also very apt, will be used in all their future marketing activities. It seems Virgin Media have made a very intelligent marketing move here not only comparing Usain Bolt’s unrivalled speed with that of their broadband, but also using an Olympic athlete in the year of the London 2012 Olympics and the right amount of humour to bring it all down to earth (well apart from when Bolt tries to get on a spaceship at the end of the advert…)
Click on the following link to view Virgin Media’s new advert - Virgin Media Advert Ft. Usain Bolt & Sir Richard Branson