Out to Launch

Snapple runs with the bulls. Schick teams up with Jewel. OxiClean gets a website. Those are just a few of the campaigns launched this week. Read on for more details.

New Snapple ads began airing on Apr. 14, but this time around, the bottles look a little different. More like people. The campaign designed by Deutsch is entitled "Personified Bottles," and has Snapple bottles re-enacting events from running with the bulls in Spain (except here they are guinea pigs), to a bachelorette party, a wedding (think of the ending of The Graduate), and even synchronized swimming. The sixth ad of the promotion launches Snapple's Summer 2003 "Yard Sale" promotion. This promotion allows Snapple drinkers to collect bottlecaps, visit, and buy items at the asking price or by negotiating a better deal - just like one would at an actual yard sale. Anything from a Nintendo Game Boy Advance, Lite-Brite, and Piaggio scooter can be purchased online. The promotion lasts from April to November. Starting this summer, ad messages will also begin appearing on air banners flown over beaches, on the backs of fortune cookie fortunes, and pizza boxes. Online ads will run on,,,, and



The Advertising Council teamed up with Childhelp USA to launch a national public service advertising (PSA) campaign to encourage adults to intervene in cases where they suspect child abuse. The ads were created pro bono by Ogilvy & Mather. The campaign consists of television, radio, print, out of home, and online ads, and feature people wearing "child abuser" labels on their coats, bags or t-shirts to demonstrate that anyone can be a perpetrator and often they aren't easily recognizable. The tagline, "Trust Your Instincts," conveys to audiences that suspecting abuse is enough reason to seek help. The ads direct audiences to call Childhelp USA's National Child Abuse Hotline, 1-800-4-A-CHILD, for support and information needed to report child abuse.

Schick has partnered with recording artist Jewel to promote the launch of Intuition, their all-in-one razor. Schick licensed Jewel's new single, "Intuition," to use in their TV ads, which begin airing nationally on May 7 during ABC's All American Girl. The15 and 30-second spots will air on broadcast, cable and syndicated outlets on May 12. The ad was designed by J. Walter Thompson New York, and depicts the traditional hassles of shaving pre-Intuition. The ad demonstrates how life will become simpler with the new shaver as it lathers and shaves in one easy step. Schick will also sponsor Intuitionfest 2003, a concert featuring giveaways and games in New York's Central Park on May 10, where Jewel will perform "Intuition."

La Agencia de Orcí & Asociados has designed an ad campaign for 20th Century Fox's upcoming English-language feature film "Chasing Papi." The movie opened on April 16 in theaters nationwide, and the campaign consists of a national, bilingual advertising campaign targeting Latinos of all ages. The campaign includes TV spots, print and radio ads, and billboards in top Hispanic markets. The TV spots will air on Spanish-language networks Univision, Telemundo, Telefutura; on Fox during shows with high Latino viewership, and cable networks such as Fox Sports en Español and Galavision. The print ad will run in 13 different entertainment and music magazines and the radio spots will air on both Spanish-language and English-language radio stations in the top Latino markets.

IKON Office Solutions, a distributor of document management products, is redefining its brand positioning with a new integrated marketing campaign. The new brand strategy will educate customers about IKON's comprehensive document management services. The company's new tagline is "Document Efficiency At Work," and the ads will target IT, purchasing and sourcing executives, who make decisions regarding document management. A headline on one of the ads is "When a company has questions about financing, servicing, or networking office equipment, who to call shouldn't be a multiple choice exam." The ads were designed by Allen & Gerritsen in Boston and will appear nationally in CFO, CIO, Fortune, Forbes, Inc., Information Week, Optimize and Purchasing magazines, as well as in regional and city publications in select metropolitan areas.

Fatz Café, a casual dining restaurant with locations in the Carolinas, uses real guests, real testimonials and real restaurants in their new TV campaign. The concept for the year-long campaign, which began airing this month in select North and South Carolina markets, was built around the question, "Why do folks love Fatz Cafe?" Erwin-Penland, the agency behind the ads, sought real guests to use their own words to describe the restaurant's good food, friendly service and comfortable atmosphere. To support the TV campaign, radio and outdoor advertising will be used in several North and South Carolina markets.

Carat Interactive has designed a series of ads for Vonage, a broadband phone service provider. The ads are designed to motivate potential customers by informing them that there is a viable alternative to their costly home phone service. The campaign emphasizes Vonage's Premium Plan offering unlimited US and Canadian calling including features like call waiting and voicemail for $40 a month. The campaign consists of large rich media ad units including leaderboards, targeted messaging units, and skyscraper ad executions. The ads will run over the next few months on such websites as Yahoo!, CNET, UGO, and MSN.

This week's website launches include:

Fuel Industries has designed a website for the Canadian Recording Industry Association (CRIA). serves as an informative and entertaining website designed to influence Canadians' attitudes towards recorded music. The website is one element in the 'Value of Music' public awareness and educational program that is designed to inform Canadians about the reality of today's digital marketplace, its influence on consumers' music choices and their impact on the artists and creators that make music. The campaign explores with young people - aged 9 to 17 - the idea that when someone buys music, they help artists create more music and allow new artists a chance to be heard. KeepMusicComing allows visitors to stream music from record labels (Play Music); get a glimpse behind the scenes through interviews with industry players and artists (Behind the Scenes); read more on the issues challenging the industry (Hot in Here), and step into the shoes of an aspiring artist (Be a Playa).

You have most likely seen the infomercials for OxiClean, and now there is a website to go along with them. Sparkle Supply, Inc., OxiClean's East Coast distributor, has launched the new line named OxiCleanPro exclusively online. Prime Visibility is handling the design, search engine optimization and marketing of the website, which also highlights the company's other environmentally-safe cleaners - Orange Clean Pro, Kaboom Pro and Orange Glo Pro.

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