Out to Launch

MSN creates a campaign for Honda. Dodge wants both men and women to buy its Durango. Chablis sets the record straight. Welcome to highlights of ad campaigns launched this week.

Dodge wants men and women to know that the 2004 Durango is an ideal vehicle for either sex. The campaign consists of TV, print, direct mail and online components, and the first TV spot launched Oct. 26 during football on CBS. In "Debate," the viewer is introduced to Joe and Liz, characters appearing throughout the campaign, who are debating the comfort and capability attributes of the new Durango. They each state that they've done their research and throw down catalogs for the new Durango. The debate is settled when Joe and Liz realize they have been describing the exact same vehicle. On Nov. 15, Durango launches three more spots, "Indoctrination," "Meat & Flowers," and "Perfect Day," plus one Hispanic and one urban spot, "Necklace" and "Poster." All will be heavily rotated through sports, primetime and late night programming on both broadcast and cable networks. The ads were created by BBDO, Detroit. The Hispanic and urban spots were created by GlobalHue. Print ads will appear in such publications as Automobile, Car and Driver, Sports Illustrated, In Style, Newsweek, People and Men's Health.

Battery company Rayovac will launch its largest consumer promotion in its history this holiday season as part of its ongoing efforts to build its brand. The promotional program ties in with the upcoming film "Dr. Seuss' The Cat in the Hat," starring Mike Myers, being released on Nov. 21. Specially marked packages of Rayovac Maximum Plus batteries feature a Win This Thing or That game piece printed with a unique code that players can enter in on Rayovac's website. Players choose between two prize options: "This," where consumers have a 1 in 10 chance of winning prizes such as sweatshirts, caps, or batteries, or "That," which offers a Grand prize of $1 million and a 2004 Ford Thunderbird. The promotion features Dr. Seuss' The Cat in the Hat characters on special packaging and POP displays. Cramer Krasselt/Milwaukee created the promotion.

MSN has launched an online marketing program created together with American Honda Motor Co. for the online launch of the 2004 Honda Accord. The campaign incorporates the network's use of video and consumer participation to capture the attention of consumers who frequent MSN. Scheduled to run in the United States, the custom solutions package includes interactive video scenarios found through the MSN.com home page, MSN Hotmail and MSN Messenger. The "Critical Decisions" campaign engages consumers with a series of short video vignettes about significant life events, asking them to indicate how they would navigate through seven of these transitional periods, including leaving home, finding the right job, buying a dream home, getting married and having children. Once participants choose their outcomes, they can see what paths others similar to them have chosen. Along with each of the custom-created video scenarios are links to relevant online resources for the different life stages and pictures as well as informational links for the 2004 Accord.

Chablis, an appellation within the Burgundy region of France known for its distinctively crisp wine, has launched a campaign as part of an effort to protect geographic indications in the wine world gains momentum. This campaign makes the point that consumers know location matters and it deserves protection. The campaign confuses the origins of well-known U.S. products by posing questions such as "Washington Apples from Nevada?" and highlights the relevance of geographic indications in the global market. The campaign rotates several different teasers, such as "Alaskan Salmon from Florida?" "Valencia Oranges from Maine?" "Gulf Shrimp from Nebraska?" The questions asked in the teasers are answered with full-page ads that explain why Chablis can only come from Chablis. The ads will run in The Economist, The Weekly Standard, Wine Spectator and The New Republic, and were created by Blue Worldwide .

AccentHealth, the TV network in physicians' offices, was selected for the U.S. launch of Biovail Pharmaceuticals' Zovirax cream, a medication that treats cold sores. The objective of the campaign is to educate physicians on product benefits such as faster healing time and pain reduction. Adair-Greene created the three-month campaign with AccentHealth. The campaign incorporates three of AccentHealth's targeted marketing solutions: on-air advertising on the AccentHealth TV Network, the AccentHealth Professional Fax Service targeting physicians, and a custom research opportunity.

Pemmican, the makers of Pemmican Beef Jerky, will sponsor "This Happened to Me," a new TV program debuting this fall on the Outdoor Life Network. The sponsorship will be backed by an online consumer contest and sweepstakes. National TV and radio advertising, produced by North Castle Partners, will steer contestants to Pemmican.com, to drive sweepstakes and contest participation. Entrants will write and submit an essay describing their own outdoor adventure story. Winners will be chosen on the basis of originality, believability and fit with the "This Happened to Me" theme. The grand prize winner receives an outdoor prize package that includes camping gear and supplies valued at more than $2,500.

Bojangles' latest campaign is all about America's love for the special taste of Bojangles' chicken and biscuits. The ads focus on moments where people crave Bojangles', and what they do to express that craving. The company's tagline is 'GottawannaneedagettahavaBojangles', a verb that expresses a desire for Bojangles'. The campaign consists of TV and radio spots, with the radio campaign warning people to be prepared for a 'GottawannaneedagettahavaBojangles' moment and showing the consequences if they're not. The campaign was created by Price McNabb.

In website launches this week:

The Pittsburgh Jeans Company has launched its inaugural website. Aimed at high-end consumers interested in designer fashion, the boutique retail store seeks to reach and sell to customers beyond the Pittsburgh market. Ripple Effects Interactive created the site. Among the brands available at Pittsburgh Jeans Company are: Citizens of Humanity; Paper, Denim & Cloth; Seven; A.G.; Juicy Couture; Miss Sixty; Blue Cult; Diesel; C&C; and Lacoste.

Tao Restaurant, a popular Asian restaurant in New York City, has launched a website. Tao brings guests on an epicurean journey through the cuisines of China, Japan and Thailand. The site blends cutting-edge Web technology with traditionally Asian-inspired hues and motifs, allowing visitors to take a 360-degree tour of the restaurant and review the menu before making their reservation online. ID Society created the website.

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