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Marketing News



Published March 9, 2010
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Super Bowl MVP Joins Forceswith Dove in Marketing Campaign



“Who Dat” in the shower with Dove? Super Bowl XLIV MVP Drew Brees. The New Orleans Saints quarterback appeared in new digital campaign for Dove Men+Care, which Unilever rolled out after his
Drew Brees
team beat the Indianapolis Colts.

The “Victory Shower” campaign is a first of its kind for the Unilever brand and involved shooting players from both teams in advance, with the final spot being selected based on the result of the game.
Victory Shower is also featured in a series of homepage takeovers on hyper-relevant sports sites including usatoday.com, cbssports.com, yahoosports.com and foxsports.com. The full campaign, together with behind-the-scenes footage and an interview with Brees, is available at www.dovemencare.com

Downy's Celebrates Golden Anniversary



To celebrate its 50th anniversary, Downy fabric softener is donating 5 cents from every sale of specially-marked bottles to provide comforting quilts to hospitalized children. Last year, the brand partnered with Quilts for Kids, Inc. and award-winning actress and star of “Grey’s Anatomy,” Chandra Wilson, to launch the Downy Touch of Comfort Program—its first large-scale cause marketing program. Downy delivered thousands of quilts to hospitalized children nationwide, bringing them each a small, but meaningful, “touch of comfort.” Now, the brand is elevating the program by pledging to deliver 10,000 more quilts to children. The program will be supported with a full-scale integrated marketing campaign that includes public relations, digital, advertising and in-store efforts that launch this month.

Gillette's On the Runway



Gillette made its New York Fashion Week runway debut on Feb. 11 via a creative partnership with menswear collection Duckie Brown. Celebrity groomer Merrell Hollis was backstage, preparing models for their turn on the runway in Bryant Park with a shave using the Gillette Fusion Power MVP razor, Fusion HydraGel Pure & Sensitive and Fusion HydraSoothe Balm. As part of the partnership, Gillette contributed $200 to the Children’s Safe Drinking Water Fund for every guy who got a barber shave as part of the Duckie Brown + Gillette Shave Challenge, which kicked off at Duckie Brown’s after party. Guests at the runway show received a limited edition “Duckie Brown + Gillette” branded dopp kit, whichincluded the Fusion Power MVP razor, Fusion HydraGel Pure & Sensitive, Fusion HydraSoothe Balm, Gillette Odor Shield Body Wash, Gillette Shampoo, Gillette Precision Putty and Gillette Odor Shield antiperspirant and deodorant.


Neutrogena Adds Cosgrove as Spokesperson



Neutrogena has tapped actress and recording artist Miranda Cosgrove, star of“iCarly,” as its newest brand ambassador.“Miranda embodies the youthful and vibrant spirit that has always been part of the Neutrogena brand and we are proud to have her as our newest ambassador,” noted Jim Colleran, president, Neutrogena. iCarly is Nickelodeon’s highest rated live-action show. The actress’ first ad is due out in early spring.

Arrojo Products Adds Products at Salon



Arrojo hair care products will be available at select salons. In addition, the Arrojo Ambassadors program is intended to build relationships between the company and hairdressers who want to benefit from Arrojo’s education programs. A new website was slated to go live on March 1.

Pantone Names Turquoise as Color of the Year



Turquoise—or more specifically Pantone 15-5519—is the color of the year, according to Pantone, the color experts who operate from global headquarters in Carlstadt, NJ. Described as “an inviting, luminous hue,” the shade combines the serene qualities of blue and the invigorating aspects of green” evokes thoughts of soothing, tropical waters and a languorous, effective escape from the everyday troubles of the world, while at the same time restoring one’s sense of wellbeing.

Turquoise is a color that most people respond to positively, according to the company. It is universally flattering, has appeal for men and women, and translates easily to fashion and interiors. With both warm and cool undertones, turquoise pairs nicely with any other color in the spectrum, according to Pantone.

G-P Explains The Art of Handwashing



Georgia-Pacific Professional has launched its “Art of Washing Hands” (www.TheArtOfWashingHands.com) website, which offers interactive hand washing and hygiene information to elementary school teachers and students. The new online portal highlights proper hand washing techniques, as outlined by the Centers for Disease Control and Prevention (CDC), and is part of Georgia-Pacific Professional’s ongoing wellness initiative to educate people of all ages about the importance of washing hands, especially when away from home.

More info: www.theartofwashinghands.com

Pantene Sponsors Music Trade Fair



Pantene once again held a prominent spot at MIDEM, the music industry’s largest annual trade fair which brings together music supervisors looking for music for a wide range of projects including advertising, TV series, films, trailers and video games. Among the organizers of MIDEM’s “listening session” was Grey, the ad agency for the Pantene hair care brand.

The MIDEM Listening Sessions, which were held in late January in Cannes, offered selected candidates the possibility to see their music chosen for specific projects such as the 2010 advertising campaign for Patene, among other projects. Previous Listening Sessions have allowed several artists to become known. For example, singer Rosi Golan’s single“Shine” was downloaded 63,000 times after being chosen to accompany Pantene’s 2008 ad campaign in 30 countries.

More info: www.midem.com


Toe Juice

Toe Juice Skin Care Debuts at Outdoor Retailer Show



G Cubed, LLC, maker of naturally derived products for skin ailments, used the Outdoor Retailer trade show to showcase new Toe Juice, which soothes dry, cracked and itchy feet. Formed in 2007, G Cubed makes several naturally derived products designed for various skin ailments. Its first product, Toe Juice, was invented in the 1970s by high school chemistry teacher Royce Garner in an effort to treat an unknown skin ailment afflicting his then 18-month-old son. Garner’s blend of plant and herb extracts form the basis for G Cubed’s Dermavine, the secret mixture found in each of the company’s products. Toe Juice is currently available in both 1.0- and 4.6oz. clear plastic bottles at suggested retail prices of $4.99 and $9.99, respectively. Toe Juice is currently available at retailers throughout the western U.S., including selected Walgreen’s, Albertsons, Harmons and other fine retailers.

More info: www.toejuice.com

Walmart, P&G Unveil Family TV Project



Walmart has launched its Family Moments campaign, a marketing, in-store and digital initiative designed to provide more entertainment options for the entire family. A focal point of the endeavor is a project with P&G in which the firms will create family-friendly TV programming.

The first production is “Secrets of The Mountain,” a movie which will debut on NBC on April 16.
“We are pleased to be working with Walmart on their Family Moments initiative to positively impact the number of choices families have for television entertainment,” said Marc Pritchard, global marketing and brand building officer for P&G. “As a company of family brands, we know that context matters, and we’re proud to advertise our brands in this broadly appealing content.“

A research project that supports Family Moments was conducted by the Association of National Advertisers’ (ANA) Alliance for Family Entertainment in spring of 2009. P&G is co-founder and Walmart is co-chair with P&G of the Alliance for Family Entertainment.

The research was designed to better understand what consumers are seeking in family-friendly TV as well as the impact of programming on the efficacy of advertising, according to the companies. The study revealed there is a clear desire for more options when it comes to quality entertainment for the family. Only 23% of respondents reported being satisfied with the amount of family-oriented programming currently available, according to Walmart.

In another study conducted jointly between Walmart and P&G, 85% of respondents said they would go out of their way to “find and watch quality family-friendly programming.” From an advertising perspective, both studies reinforced the importance of family-friendly ads appearing in the context of family-friendly TV content and the degree to which consumer perceptions of a company are shaped by the TV shows, events or activities that it sponsors, according to P&G and Walmart.

Tresemme Is on Facebook



In conjunction with its sponsorship of the Fall 2010 season of Mercedes-Benz Fashion Week (Feb. 11-18) in New York City, TRESemme rolled out TRESemme TRESpass, an exclusive group on Facebook that gave women instant access to the latest looks. The site featured videos on how to get the hair seen on the runway, along with tips and tricks from TRESemme celebrity stylist Jeanie Syfu, letting women in on upcoming fall hair trends before anyone else. In addition, the Facebook group included a hairstyle gallery application where fans could vote on their favorite looks.

Hair Care Collection for Specific Styles



HerCut, a hair care collection developed to keep first day haircut performance alive, is now in Sephora stores nationwide. Created to address the five major categories of haircut—the bob, the pixie, the shag, the blunt cut and long layers—HerCut employs “catalysts” that work on a molecular level to ensure that hair conforms to your cut, picking up where your stylist leaves off. The catalysts are customized to meet the specific needs of every cut; i.e., weighted, forward motion for bobs and controlled separation for shags, to maximize every style regardless of hair type.

More info: www.hercut.com





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