To promote its fashionably coloured new range of cars, the Italian automaker FIAT has partnered with London’s free daily printed newspaper Metro to run scented advertisements in time for London Fashion Weekend, September 18-21.
To promote the baby powder in India, Johnson & Johnson taps into the traditional perfume brands’ promo approach of placing scented ads in fashion and lifestyle women’s magazines. The brand has “embedded” the smell of the baby product into a Wednesday edition of a range of daily newspapers, such as The Times of India, The Hindu, and Malayala Manorama to raise awareness of it among parents.
Fanta is making the most of its advertising. Coca-Cola’s orange soda brand has released an edible print in a range of the Middle East lifestyle publications to promote the new improved taste of Fanta. Consumers don’t have to buy the drink to try the new “deliberately orange” flavor—they can simply eat the promotional page, as it is printed on a rice orange-color edible paper. In this traditional playful manner, Fanta encouraged fans to share the tasteful ad with others.
Ford Motor Co. is employing the “don’t choose, take both” theme in its latest U.S. campaign titled “AND not OR.” The new cross-channel push, which is set to roll out in April, is designed to promote Ford’s EcoBoost engine family that is positioned as an alternative to many eco-vehicles by other auto brands on the market. The promotion takes on the common misconception that owners of the “green” cars have to choose one thing from two important ones—the ads say that there should be no bargains when it comes to comfort and performance. The campaign will include humorous prints, TV commercials, followed by social media and digital promotions.
MINI launches latest international campaign dubbed “Design with Bite” to reveal the playful, adventurous nature of its new car— its 7th model, MINI Paceman described as “the world’s first Sports Activity Coupé in the premium compact segment” (the new niche for MINI). The new promotion, which includes TV videos, prints, web special and social media elements (to be launched in late February), invites audience to explore the bold nature of this small and smart urban vehicle.
To enhance the image and position of its 2013 ES as of a car that strikes imagination with design and technology, Lexus has added a next-generation ad that combines both print and digital media. Readers of Sports Illustrated magazine can find the ad on one of the pages of the October 15 issue and bring it to life using an iPad.
Volkswagen loves to experiment with the print ads format. The auto brand, which released an augmented reality print to enable busy (or lazy) consumers to test the VW car with their iPhone, now presents a vibrating ad in Indian newspapers including The Times of India to promote the Polo and Vento models in India.
To spice up the holiday season and remind adult consumers that Christmas is a great time to drink and share Guinness, the popular beer brand launches a festive ‘two colored’ push in the UK. The campaign, which is running under the strapline ‘Celebrate this Christmas with a Guinness’, is built on the idea that this white season the clack colour (which refers to the iconic black pint of Guinness) is a perfect fit for the festive occasion.