Ace Metrix, which earlier released rankings of best-scoring TV ads during the first 10 days of the Olympics, has now released top-ranking ads for the entire event. Chobani and General Electric tied for highest average Ace Score among all Olympics sponsors: 589. Both companies ran three different ads during the event. Coca-Cola pulled the second-highest average score -- 582 -- across a much larger number of ads (13); and Visa USA Inc. pulled a 573 over 10 ads. Ace unofficially dubbed Procter & Gamble “most valuable player” for pulling an average score of 547 across a whopping 40-plus ads aired -- and for having two of the top-scoring individual ads during the event. The three single highest-scoring ads were GE’s “First Chance” (646), P&G’s “Hardest Job in the World” (638) and P&G’s “Kids 2012” (636). P&G’s ads included 16 that were part of its corporate “Thank You, Mom” campaign (which by themselves pulled a 585 average Ace Score), plus brand spots for Cover Girl, Febreze, Pantene, Head & Shoulders, Tide, Gillette, Secret, Old Spice, Pampers and Duracell. Ace Metrix also reports that women scored the top 100 ads that “told Olympic stories of hope and inspiration” nearly 30 points or 5% higher than male viewers -- and the biggest gender differences in this regard all occurred in reaction to P&G brand ads (the corporate ones, as well as ads for female-targeted products). The full list of the top 20 scoring ads (and links to view the ads) are on the Ace Metrix site.
Johnson & Johnson Skincare's acne product Clean & Clear is running a program on EA's Facebook game "The Sims Social." The program uses value-exchange engagement media to talk about the brand's Advantage line of acne products. In exchange for watching a video about the product, players get a Clean & Clear "potion” that unlocks play benefits, like increased in-game currency. The joint program, which runs up to September, is timed with the back-to-school season. The company says female teen gamers are a big chunk of The Sims Social players and that females outnumber males in web-based gaming. A company source says the program is contiguous with a larger seasonal campaign that includes activation and promotions with retailers like Walmart and Target. The Walmart deal involves a special offer with Teen Vogue, wherein purchase of any two of the Clean & Clear products at the super store through the month gets consumers a back-to-school from the teen publication. At Target, when you buy any two Clean & Clear products you can receive a special edition "Girl Up" tote bag, which supports the United Nations Foundation program by that name, which aims to improve the lives of young women in impoverished countries. A new study from Mintel says innovation in the segment drives sales and share. The Chicago-based firm reports the acne treatment segment has had uneven sales between 2006 and estimated 2011, but that sales will probably grow through 2016 with new formulations. The demand is strong, as Mintel points out that one-third of respondents to an Experian Simmons report using facial skincare products to treat acne. The top-selling acne treatment is Johnson & Johnson's other competitor in the skin-care sandbox, Neutrogena Oil Free Acne Wash, which grew 2.3% between Feb. 20, 2011 and Feb. 19, 2012, for $49 million. Neutrogena Clear Pore also grew during this time and helped keep J&J in the black. The company saw 2.3% growth between Feb. 20, 2011, and Feb. 19, 2012, during which both Reckitt Benckiser and University Medical declined by 1.9% and 4.9%, respectively, per Mintel. Unilever, meanwhile, increased sales with growth from St. Ives and Noxzema, using different marketing strategies for each brand: St. Ives highlights its botanical ingredients, while Noxzema focuses on exfoliation and skin regeneration. And private label grew more than any leading national brand over the review period at 7.9%, and with sales of $29 million eclipsed both University Medical and Unilever.
For the past few years, the National Football League has focused more of its licensed-merchandise strategy on its 85 million -- or 45% -- of fans who are women. Now the league is launching its biggest marketing campaign to date about its team-branded apparel. The message is that NFL apparel for women is fashionable, hip, practical and for every kind of female fan. The “It’s My Team” effort -- via Grey NY, and Grey Group’s activation and PR division "Alliance" -- includes print and digital elements, and spotlights real fans and how they demonstrate team pride by donning NFL-inspired style at games, work, home, and about town. Some of the fans in the ads probably have their own fans (and maybe a few detractors): among the 22 women profiled are former Secretary of State Condoleezza Rice, who is now on faculty at the Stanford Graduate School of Business; Serena Williams, who is a Miami Dolphins Limited Partner; and Melania Trump, wife of The Donald. Among others in the campaign are Charlotte Anderson, Dallas Cowboys Owner/EVP brand management; Susie Castillo, Miss USA 2003 and a Patriots fan; Gracie and Tavia Hunt, daughter and wife, respectively, of Kansas City Chiefs chairman and CEO Clark Hunt; professional dancer and Pittsburgh Steelers fan Kym Johnson; Suzanne Johnson, wife of New York Jets owner Woody Johnson; D.J. Kiss a New Orleans Saints fan; and Peta Murgatroyd, a dancer and Green Bay Packers fan. The campaign shows off products from the new NFL Women’s Nike Fan Gear Apparel line, which incorporate team logos and colors in tanks, tees, sports bras, shorts, capris, jackets, and hoodies. They are at NFLShop.com, Nike Stores and nikestore.com/NFL. Both Nike and '47 Brand are new NFL apparel licensees. They join VF Licensed Sports Group, G-III, and 5th & Ocean. Game Time, Cuce Shoes, Little Earth, LogoArt and Old Pro Leather Goods will add to the collection with watches, boots and accessories items. The league has made a big push to build awareness of its licensed women's products, having first advertised women's apparel two years ago, when it also launched its first pop-up retail space in New Orleans. About 20% of sales of NFL products are to women, per the League. During the NFL draft in April the league ran a pop-up store on Sixth Avenue and 41st Street in New York. Tracey Bleczinski, the NFL’s VP of consumer products, tells Marketing Daily that while the NFL has been licensing women's products for a dozen years or so, the real push began three years ago. "We realized that while we had terrific products for women, we needed to build awareness," she says, adding that the other element of the strategy was promoting the products as versatile and stylish -- not just for tailgate parties, but for going out on the town, casual wear, sports -- you name it. "If you are a football fan, you aren't just a fan on game day." Bleczinski says sales of the products have outpaced the NFL's sales goals, and awareness of the array of products for women has grown as well since the league began promoting the lineup. "We have gone after it in a much more significant way and the response from our female fan base has been tremendous." She says the choice of women in the ads is intended to reflect the diversity of the NFL fan base in terms of profession and ethnicity, and that the media buy reflects that breadth of appeal as well. "We are in everything from Vogue and Seventeen to Sports Illustrated and Women's Health." While the League won't do pop-up stores this year, per Bleczinksi, it is likely to expand the Style Lounge boutique it tested at New York Jets games. "It as really well received, so I think this year we will have boutiques at more stadiums."
Mylan Specialty pharmaceutical company is launching an EpiPen4Schools program to help schools better prepare for students with life-threatening allergies. The Basking Ridge, N.J.-based company is offering four free EpiPen or EpiPen Jr (epinephrine) Auto-Injectors upon qualification, which includes having a valid prescription, to public and private kindergarten, elementary, middle and high schools in the U.S. The products will be available in the form of two EpiPen 2-Pak cartons, two EpiPen Jr 2-Pak cartons or one 2-Pak of each kind. The company is promoting the program at www.EpiPen4Schools.com. The EpiPen4Schools program is designed to help schools have improved access to epinephrine in the event that a person experiences an anaphylactic reaction at school, according to the company. This access is important because epinephrine is the only first-line treatment for life-threatening allergic reactions (anaphylaxis), which can occur quickly and without warning. According to the food allergy guidelines developed by the National Institute of Allergy and Infectious Diseases, a person experiencing anaphylaxis should use an epinephrine auto-injector and seek immediate emergency medical attention. Carrying an epinephrine auto-injector does not prevent patients from having an anaphylactic reaction; thus, patients must remain vigilant of their environment at all times. Each school should have a comprehensive anaphylaxis action plan in place that emphasizes avoidance of the allergen, says Heather Bresch, Mylan CEO. The plan also should include awareness of the risks, preparedness for an emergency and access to epinephrine and immediate medical care. "The EpiPen4Schools program underscores Mylan Specialty's commitment to helping schools become more aware of the risks of anaphylaxis and become better prepared to respond during an emergency,” she said in a release. Anaphylaxis causes approximately 1,500 deaths annually, and children and adolescents are among those most at risk. Schools nationwide have made efforts to reduce exposure to allergens in the school environment. While practicing allergen avoidance is imperative, accidental contact can still happen, which is why it is important that epinephrine is accessible, according to the company. To participate in EpiPen4Schools, a school nurse or other authorized school representative must visit www.EpiPen4Schools.com to download the order and certification form, then fax or email the form with a valid prescription. In addition to the EpiPen4Schools program, Mylan Specialty offers a discount program through which schools can purchase, upon qualification, EpiPen 2-Pak (0.3 mg) cartons and EpiPen Jr 2-Pak (0.15 mg) cartons at a discounted price.
Pepsi and the National Football League have launched a national campaign featuring original anthems by Kelly Clarkson, Travie McCoy, Kid Rock and Ice Cube, celebrating their hometown NFL teams. The program will also offer a remix by Wiz Khalifa of his own “Black and Yellow,” the 2010 hit that celebrated Pittsburgh teams. The “Anthems” campaign is an extension of Pepsi’s broader "Live for Now" campaign, and ties in with other recently announced PepsiCo/NFL deals: a four-year sponsorship of the Super Bowl’s half-time show and a multi-year official soft drink sponsorship of the Pittsburgh Steelers. Pepsi is driving consumers to the Anthems campaign site to download the songs and enter a sweeps offering a grand prize of a trip to next year’s Super Bowl. Kelly Clarkson’s tribute to the Dallas Cowboys -- “Get Up (A Cowboys Anthem)” – is now downloadable free (no registration required) on the campaign’s site. Until Sept. 3, Travie McCoy's New York Giants anthem, “All In,” will be downloadable only through use of in-pack redemption codes on specially marked 24-packs of Pepsi, Diet Pepsi and Pepsi MAX at Walmart and other retail stores. Thereafter, McCoy’s song will be available for free downloading on the Anthems campaign site. Other anthems to be released include Ice Cube’s tribute to the Oakland Raiders and Kid Rock’s tribute to the Detroit Lions. The songs will be available on the campaign site through Feb. 28, 2013. In addition to the song releases, the Pepsi NFL Anthems campaign will be supported through national and in-market point-of-sale promotions featuring current NFL players, as well as in-stadium activations. Players featured will include DeMarco Murray of the Dallas Cowboys, Matthew Stafford of the Detroit Lions, Darren McFadden of the Oakland Raiders, Victor Cruz of the New York Giants and LaMarr Woodley of the Pittsburgh Steelers. The Anthems program “will help bring the NFL's passionate fan base closer to their teams through an authentic musical experience -- whether it's listening to the anthem on your way to the game, or hearing it blast throughout the stadium after a big play,” said Todd Kaplan, Director, Pepsi Sports Marketing.
Cricket Wireless, a pre-paid carrier that has been heavily promoting its Muve Music offering (which grants unlimited music downloads at a fixed monthly rate) as a major differentiating point among carriers, is set to launch its first branded entertainment venture with the latest music-based reality TV program "The Next." “We look at what our customers want to do with their phone and their love of music has always been at the top,” Tyler Wallis, Cricket’s senior vice president of product marketing, tells Marketing Daily. “Music is universally a part of most people’s lives and this is a way to build the value proposition in the space.” On the show, which will make its debut later this week, the show’s contestants and celebrity mentors (Gloria Estefan, John Rich, Joe Jonas and Nelly) will use the service to download songs for performance. In addition, all of the contestant’s studio-recorded songs for the show will be available for download via Muve immediately following each airing. “For a lot of folks to really understand the Muve Music application, it helps to see it in in action,” Wallis says. “Until they see people interacting with a catalog and they realize that they’re not using a credit card or an account to get the music, that’s where they see the product attributes.” Despite having a number of partnership options for a music-based program, Wallis says the partnership with the CW dovetails nicely with the brand’s youth-oriented target market and its diversity. “The diversity here was attractive as well as the product integration opportunities [more so] than we saw with other shows,” Wallis says. “This is a show that’s youth-oriented; our product is youth-oriented as well. There’s a wide variety of music styles included and if you look at a panel of judges, it matches well with the diversity of our target base.” In addition, the branded entertainment sponsorship gives the brand a way to show off its service at a time when more people seem to be considering the no-contract space as the phones get better and the options become more competitive. “We compete against everyone in the wireless space,” Wallis says. “The one constant you look at is that nobody else has an unlimited music download service built into their plans. Whether they’re no-contract providers or contract providers, nobody has that.”
A new campaign for Sears Auto Center relies on sketchy mechanics, deserted mom-and-pop auto-repair shops, and a badass junkyard dog to drive home its familiarity, stressing its seven-day-a-week availability and certified technicians. The TV spots, set to the tune of “Who’s afraid of the big bad wolf,” are meant to convey a peace-of-mind promise, the company says. In addition to the 15- and 30-seconds spots, the campaign is also hoping to allay car-repair anxiety in radio, outdoor and digital channels, as well as refreshed in-store signage. The Hoffman Estates, Ill.-based company is also testing digital menu boards in Auto Center waiting rooms, to help associates explain key repair services and why they are needed. The boards also offer movie reviews and celebrity news to keep customers entertained while they wait, in an effort to achieve what it describes as “stress-free car care, while creating a cleaner, more modern and comfortable experience.” Auto Centers operate in some 800 Sears stores. Ads carry the tagline: “This is the exception to the rule; this is Sears Auto Center." "This campaign was developed from an understanding of how customers view the key strengths of Sears Auto Center: Convenience, trust and a commitment to do what's right for the customer," says Lori Williams, CMO of Sears Automotive, in its release. McGarryBowen is the agency. Separately, the company is reportedly moving forward with its plans to spin off its Hometown and Outlet stores, along with some of its hardware stores, into a separate company that would be publicly traded. The Associated Press reports that the deal, which includes some 1,238 stores, would generate as much as $446.5 million for the struggling retailer.
Trust. Now in aerosol spray. My spam folder, like yours, rarely holds too many surprises. I’ve become jaded to the ads promoting ways to increase body parts, iPads for the price of a taxi tip, and offers from people who who claim I’m entitled to a huge family inheritance, despite the misspelling of my last name. The other day however, I was jolted out of my jadism by an ad I’d never seen before. It was for a product called Liquid Truth by Vero Labs. It’s a trust spray. Just spritz this on a prospective client before that big meeting and the deal is as good as done, the copy suggests. To this I thought -- spray a prospective client with anything and gaining trust will be the least of my problems. Nevertheless, my curiosity piqued, I followed the link to the Liquid Truth Web site. Once there, a female avatar with Working Girl looks and a voice that could get a monk to rethink his occupation announced: "use this spray and everyone will trust you. For trust is power." The “magic ingredient” in this spray is oxytocin, a human hormone that is released within our system when we experience trust. The effects of oxytocin were well documented in an abstract of the July 2009 Journal of Psychiatry. I was kind of busy that summer. Must have missed that issue. Still not convinced that I should carry around an aerosol can of trust spray in my briefcase (special pocket sizes are available too), I must admit that there is something to the oxytocin thing. Researchers have shown that it is especially released with touch, as in a massage, and during emotional movies. In one study they showed that in both humans and dogs, oxytocin levels in the blood rose after five to twenty-four minutes of a petting session. While reading this, I'm thinking that if I engage in petting a research volunteer, I won't need trust as much as I'll need a good lawyer. Nevertheless, I am convinced that it is possible that oxytocin could play a role in the emotional bonding between humans and dogs. I’m certainly not advocating that oxytocin be directly applied to prospects in order to manipulate certain behaviors. But if oxytocin is indeed a barometer for trust, than there’s a lot we can learn from who, what, when and how its release in our bodies can be affected. In the meantime -- and before any scientists take up on this idea -- the bigger questions we should be asking ourselves have to do with the components of trust -- to help us better find ways to earn it and keep it without the help of an aerosol spray. In the meantime, here are just some of my thoughts: