Out to Launch!

It's time for launches again, and this week's Out To Launch starts at the grocery store. Enjoy!

Alka-Seltzer has unveiled a product that will finally help those who have a little too much fun on the weekend. Alka-Seltzer Morning Relief is meant to cure, yup, you guessed it, the dreaded hangover. In a 15-second spot for the product, a man is shown waking up. He has a flashback to the night before, and a voiceover asks, "Wish you could undo what you did last night?" The ad ends with the line "Feel better than you should."

Pepsi Twist, a version of Pepsi and Diet Pepsi with a twist of lemon, has been rolling out across the United States since late-October, and premiering this week, a new national ad playfully invites variety-conscious consumers to try "a little twist on a great thing." The new spot, "Disguise," featuring Pepsi girl Hallie Eisenberg with unexpected appearances by Halle Berry and Barry Bostwick, fuses live action and computer-generated imagery in a series of performer and product identity twists -- all in 30 seconds.



But what's that on your grocery bag? In an effort to raise awareness of hunger as an issue that impacts millions of US citizens, The Greater Boston Food Bank has joined forces with Stop & Shop in a major hunger awareness campaign. The campaign will be running through the month of November, with images from The Greater Boston Food Bank's advertising campaign featured on an estimated 60 million Stop & Shop shopping bags. The bags will be distributed in all 320 Stop & Shop stores in Massachusetts, Connecticut, Rhode Island, New York and New Jersey.

Delta Air Lines unveiled the next evolution of its brand identity campaign with a new theme - "Person to Person." The "Person to Person" theme is meant to reinforce the importance of getting together, face-to-face. Print, radio and television executions will dramatize the power of "essential moments" that require face-to-face connection. The advertising, developed by Leo Burnett USA, will run through the end of this year.

Microsoft Corp. has launched a broadcast advertising campaign for the Microsoft Xbox video game system. The extensive campaign, produced by McCann-Erickson Worldwide Inc., began airing Nov. 4, with a series of highly stylized teaser ads centered on the glowing green Xbox jewel. The teaser ads will be followed by ads showcasing the games available on Xbox when the system launches Nov. 15. The campaign will run throughout the holiday season.

Hoover's, Inc. has teamed with American Honda Motor Co. to launch an interactive jargon-busting ad campaign on Hoover's Online. The Honda ad campaign to promote the Honda Accord on Hoover's Online features the Hoover's JargonBuster game. Users select a character from among several stereotypical, fictitious businesspeople that are then rewarded for avoiding the use of jargon in business situations. If the user-selected character wins, the character drives away in a virtual Honda Accord; if busted for using jargon, the character is given alternate methods of transportation, including a scooter, tricycle, skateboard, roller skates or unicycle.

Speaking of transportation, AOL Time Warner today became exclusive integrated marketing partner for the Chrysler Group's cross-platform "Home for the Holidays" program. "Home for the Holidays" offers consumers a seven-year/100,000 mile drivetrain warranty on all 2001 and 2002 model Chrysler, Jeep and Dodge vehicles purchased between November 1 and December 31. AOL will create and host an interactive "Home for the Holidays" experience via a website where consumers can easily find information on Chrysler Group products and programs; participate in a "You've Got Pictures" contest; send e-greetings; and get driving directions. Also, Time Inc. will feature several "Home for the Holidays" ads in Entertainment Weekly, Fortune, People, Sports Illustrated and Time. Chrysler is also sponsoring TNT's "Thanksgiving Day Movie Marathon" and the network's annual 24 hour showing of A Christmas Story. "Home for the Holidays" theme will also appear in "Holiday Snapshot" vignettes on CNN and CNN Headline News that offer tips on holiday travel, volunteering and family traditions.

This newsletter is complied weekly by MediaPost staff writer Adam Bernard. Your comments, questions and submissions are always welcome and appreciated.

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