Out To Launch

Every week brings a myriad of ad campaign and website launches and it's nearly impossible to keep up with them all. If you missed a few, here are some of the major launches of the week that was, and the week that will be.

IBM has launched a new branding campaign marketing the IBM brand name on its customers' products. The logo is a blue-and-white striped logo in the shape of a peeled-back flag that reads "IBM Technology." The IBM campaign marks the first time they have used their brand name to sell its technology on other manufacturers' consumer products. The first product to carry the IBM logo will be Nintendo's GameCube gaming system that launches in Japan on Thursday.

MTV and SkyGo, a wireless marketing company, signed an advertising deal in which SkyGo will create a wireless promotional campaign for MTV's Video Music Awards which air on Sept. 6. The mobile advertisements will be in addition the online, print and broadcast campaigns leading up to the event. SkyGo will run television ads across mobile sites on wireless networks, including those of AT&T, Sprint, Palm and OmniSky.

Moving from TV to the movies, online game and film distributor AtomShockwave is launching new versions of its dot-coms AtomFilms and Shockwave in hopes of quashing any rumors that the San Francisco company is shuttering its doors. The relaunch includes the bow of new programming and games on the two sites, including an animated comedy series from Jim Belushi called "The Greedy Show" and Jeff Lester's live-action comedy "The Last Real Cowboy," starring Billy Bob Thornton. It also includes an emphasis on long-term advertising and sponsorship deals, which make up 70 percent of AtomShockwave's revenues, with partners that include Ford Motor Co., Levis, Sony PlayStation, SBC Communications, the Gaming Club Online Casino, Kellogg's and Mazda, among others, that integrate the brands' products directly within short films and games.

Jaguar previewed its new commercial developed by Spike Lee's 40 Acres and a Mule Filmworks, Inc. at The New Jaguar X-Type Janet Jackson "All For You World Tour 2001" at Madison Square Garden. The commercial portrays a young African-American man who places an order to receive his new Jaguar X-Type. The commercial breaks nationally in October. Print ads will break in October publications as well. The 60-second commercial is the third product of Jaguar's partnership with Spike Lee's 40 Acres and a Mule team. The television ad, directed by Spike Lee, introduces a more diverse audience to the X-Type and Jaguar as a marque. The commercial features the newly created tagline for the X-Type - "The New Jag Generation." By using the word "Jag" in its tagline, Jaguar is aiming to continue shifting perceptions about the marque. The word "Jag" will be used across all X-Type communications.

Keeping things expensive, Burberry, the international luxury brand, has launched a new global advertising campaign delineating their exclusive rights to the Burberry name and iconic house check. Targeted primarily to the retail and manufacturing community, the media schedule includes leading trade papers and journals in the apparel, accessories and textile industries. The original trademark positioning campaign was launched in the United Kingdom, United States and Europe in September 2000, followed by ad releases in the Far East throughout October and November 2000.

Beauty retailer Sephora unveiled the first phase of its new advertising campaign. The advertisements, shot by fashion photographer Craig McDean, are striking, close-up photographs that capture the playful application of colorful make up to various features of a woman's face. In addition to being used in advertising, the photographs will be incorporated into Sephora stores, the Sephora.com website and the direct mail campaign, continuing Sephora's unified approach to its marketing efforts. The first advertisements, which were created by advertising company Lloyd (+Co), will appear nationally in September fashion and style magazines, with new ads appearing for the holiday period and Spring 2002.

CondeNet's Epicurious.com and Gallo Turning Leaf wines rolled out a multi-media campaign, which includes the launch of a branded mini-site and an in-store promotion. The mini-site features recipes and recommendations of wines that complement various meals. In addition to the online and offline components, Turning Leaf will be running a print campaign in many Conde Nast publications, among them, Bon Appetit and Gourmet. Both publications have an online home at Epicurious.com. Visitors to the mini-site can also enter a sweepstakes to win a weekend trip to New Orleans to see the New York Jets play against the New Orleans Saints, and a tailgate party hosted by chef Horst Pfeifer of New Orleans' Bella Luna Restaurant.

Sears, Roebuck and Co. will be launching a new advertising campaign on Sept. 6th that will emphasize the depth and breadth of the No. 4 U.S. retailer's merchandise assortment. The ad campaign will focus an assortment of brands, guarantees, credit and services, though Sears did not disclose what particular brands or merchandise items would be highlighted in its new campaign. The new tagline, "Sears. Where else?" follows the company's slogan, "Sears. The good life at a great price. Guaranteed." The new advertising campaign, which will include national television, magazine and newspaper advertising, is part of Sears' plan to revive its retail business. Sears has lost ground on issues like price and convenience to off-the-mall competitors Wal-Mart Stores Inc. and Kohl's Corp, among others. The advertising campaign was developed by Young & Rubicam agency in Chicago, and is being implemented by all Sears agencies.

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