Contrex, the French bottled water company rolled out a fun and healthy ad campaign appealing to the ladies auditory with a giant neon male stripper.
digital campaign
Continuing its global ‘Go Forth’ promotional initiative, Levi’s has teamed up with Spotify, rock band Primal Scream and Clash magazine to kick off a follow-up of the campaign dubbed Craft of Music, which is dedicated to supporting music talents in the UK. The new ‘co-creation music’ project allows fans to manage the gigs by choosing the artists which will perform at upcoming major concert of the campaign as well as songs, which will be included in the set.
Live your life to the fullest, live your life fast. According to the Maya predictions, the world will come to the end in 2012 and we have just one year to experience all the outrageous things that are not on the list of things we usually do. Lynx (AXE) has launched a campaign, developed Droga5 and dubbed Lynx Fast Life in Australia to inspire people across the country and on other continents as well to take a risk and try something new in your life—at least, digitally.
To appeal to different categories of consumers effectively, some brands use different promotional concepts for similar products, tailoring the positioning to the tastes of target audience. The iconic carbonated drink Dr Pepper has finally launched its Dr Pepper Ten, a 10-calorie soft drink, which has been testing on the U.S. market since early year, across the country. Basically, the new product is another version of the brand’s diet drink (though, with its calories and sugar it differs from Diet Dr Pepper, 10/2 in Dr Pepper 10 vs. 0/0 in Diet), but its low calorie background was not highlighted here since, as researches state, male shoppers don’t think that diet products are ‘manly’ enough.
Aside from producing and selling new ranges, most big global companies pay a lot attention to charity and social projects, proving that today business means not only making money but sharing it as well. Sometimes, to pursue these goals, companies create unpredicted alliances—one of them—Ford Motor Company plus General Mills—has been formed recently to support the school funding the Box Tops for Education (BTFE) initiative in the USA, running for the 15th straight year. Starting today, October 3, the automobile giant joins the food manufacturer in rolling out a two-month program to generate $1 million in support for schools across the country.
Global alcohol manufacturers pay attention not only to the amount of drinks they sell, but to responsible drinking as well. One of them, AB InBev UK, has initiated a study, conducted by Populus and Mumsnet, to reveal what influences young people’s attitudes to drinking and what they consider the most reliable source of information when it comes to talks about alcohol. The study revealed, that young people in the UK believe parents educate them better on the alcohol consumption issue than teachers or even health advisers (31% compared to 9% and 9% respectively)—but it’s better for them to source advice from other parents (37%), shared through a website (82%). To encourage the talk, AB InBev UK launched a new project dubbed Family Talk UK on the Facebook platform, where parents of teens are able to get advice related to the theme.
The worst thing about mornings is waking up, but Philips helps mankind deal with it. Last year, the domestic appliances manufacturer launched the hilarious ‘Wake up the Town’ project, a one-of-a-kind experiment which took place in Longyearbyen, Norway, the world’s northern-most settlement with a population over 2,000, where sun doesn’t rise for about four months each year. There, the brand was testing its Wake-up Light, gadget, an alarm-clock, which uses light, not the usual annoying sounds to help people shake off drowsiness in the morning—it was a tough challenge regarding the fact that in the town the polar night lasts from October till February. The residents of the town received the gadget to use it during the dark period and when the long night was over, they provided their feed-back. After six weeks of the experiment, 87% of respondents said they “were waking up feeling more refreshed, alert and ready for the day,” so Wake-up Light proved its effectiveness in extreme conditions (see the report here), but will it help people in countries where sun doesn’t disappear for longer than 12 hours?
The Glacéau vitaminwater brand, known for its bold claiming which was criticized by public and banned by the advertising watchdog ASA, has now come up with a new campaign, which surely won’t generate any negative buzz. The Coca-Cola Company’s colorful drink has launched a new promotional project ahead of London 2012, encouraging fans to join in the creative process of developing a new flavour. The crowd-sourcing project, running on Facebook, is fronted by English signer Jessie J, the new brand ambassador and a ‘Flavour Creator,’ she will also help launch the consumer generated product, the ninth in the brand’s line-up, shortly before the Olympic Games.