Archive for February, 2012

Cadbury & The Olympics

Thursday, 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

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 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.

 

‘Chill and Charge’ creating brand awareness at festivals through digital media…

Wednesday, February 15th, 2012

Festival Brand Awareness - Marketing CommunicationsReflecting 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.

Festival Brand Awareness - Marketing CommunicationsIt 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.

 

The Muppets are back with more mayhem…!

Wednesday, February 8th, 2012

 

Cravendale - Muppets

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.

 

Looks like brands are abandoning traditional marketing methods…

Wednesday, February 1st, 2012

Sakata - Social Media Marketing

Sakata - Social Media Marketing

PepsiCo’s rice cracker brand, Sakata, is launching a marketing campaign using social media as the sole marketing channel for communicating this new healthy food product to consumers in the UK.  Some may say this is a risky approach for this product and a far cry from the traditional campaigns launched in the US and other countries around the globe.  So why has the UK been chosen as the test drive for this method to marketing…?

According to Marketing Week the brand hopes to leverage its presence on Facebook and Twitter through a competition where the public have to suggest the pronunciation of its name, as it looks to drive awareness among young health-conscious women.  So why the strategy to build a dedicated following among females between certain ages in the UK, are men not healthy too?

The Japanese brand has had proven success in Australia as the countries no 1 selling cracker!  The product comes in four delicious flavours; Sour Cream & Chive, Cheddar, Classic Barbecue and Plain, and is gluten free containing nine calories or less per cracker compared to competitor brands…Clearly this brand appeals to a wide audience, and maybe beyond females aged between 18 and 44!

Will the Facebook competition and Twitter exposure be enough to promote this brands healthy option cracker to the UK public to become Britain’s no 1 choice in cracker…? What are your thoughts?