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Ralph Lauren Taps OneRepublic for Big Pony Digital Campaign



Published September 8, 2010
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Ralph Lauren Taps OneRepublic for Big Pony Digital Campaign

Ralph Lauren Taps OneRepublic for Big Pony Digital Campaign

Pop rock band OneRepublic has teamed up with Ralph Lauren to celebrate his latest men’s fragrance, the Big Pony Collection. The group’s song “Secrets” has been tapped as the theme song for the Big Pony fragrance video shot by filmmaker and photographer Bruce Weber.

The video is featured in the global digital campaign for The Big Pony Fragrance Collection and can be viewed at the collection’s microsite, www.bigponyfragrances.com. The two-minute video portrays a new generation of Ralph Lauren enthusiasts at a polo match. The storybook montage reflects their youth, sportsmanship, and relationships, qualities personified by the introspective and captivating disposition of “Secrets” that resonates with millions of fans around the world, according to the company.

In addition to the video, the collection’s microsite features a create-your-own video application, a link to a Big Pony Fragrance Collection tab on Ralph Lauren’s Facebook fan site, ecommerce, news updates and information about the collection.

OneRepublic kicked off the partnership with concert in New York City in July.


Nine EnviroStar Green products from Amano Pioneer Eclipse—a Sparta, NC-based manufacturer of professional floor care and sanitation products—have been certified by EcoLogo.

The EnviroStar Green product lines consist of 25 different Earth friendly chemicals that produce excellent results in all types of commercial and institutional applications. The products include floor coatings, floor maintainers, all purpose cleaners, degreasers, neutralizers and washroom cleaners.

“We are very happy about this recognition,” said Ralph Barthel, chemical research and development manager of Amano Pioneer Eclipse. “Anytime a third party certification of this magnitude is awarded to nine of our products, it makes us very proud.”

Introduced by Amano Pioneer Eclipse in 2003, EnviroStar Green floor care products were the first to be recognized by the EPA’s Design for the Environment Program for the integration of cleaner, smarter and environmentally preferable solutions into everyday business applications. Subsequently, GreenSeal has certified numerous EnviroStar Green products.

Amano Pioneer Eclipse manufactures EnviroStar Green from proprietary formulations in the company’s plant in western North Carolina.


Green Irene, a green consulting firm based in New York, has rolled out its own line of cleaning products, which will be sold online and through the firm’s 600 “eco-consultants.”The six cleaners in the new Green Irene Enzyme Cleaners line include: Green Irene Kitchen Cleaner, Green Irene Bathroom Cleaner, Green Irene Mildew Stain Eraser, Green Irene Stainless and Glass Cleaner, Green Irene Stain and Odor Eliminator, and Green Irene Rinse-Free Floor Concentrate.

“These chemical-free cleaners clean better than other green cleaning methods because they are powered by plant-based enzymes,” said Rosamaria Caballero, co-founder of Green Irene.

Each cleaner contains hospital-grade, plant-based enzyme blends that are task specific, according to the company. Products come in concentrated formulas in combination with a packet refill system. Cleaners can be purchased individually or as part of one of the Enzymatic Cleaning Kits. Prices start at $2.50 for a packet refill.
More info: www.greenirene.com


Sephora North America has rolled out its new SephoraMobile shopping experience. Billed as the “ultimate ‘Beauty to Go’ shopping tool,” it offers an “inspiring, easy and innovative shopping experience for beauty lovers by redefining the experience of shopping in Sephora stores and on-the-go. In addition, the new mobile site includes special features designed to take the Sephora Beauty Insider experience to a new level of personalization and fun.

“We recognized early on that our clients are increasingly accessing our site from their smartphones, and set out to provide them with a seamless experience no matter how they shop with us,” said Julie Bornstein, senior vice president of Sephora Direct. And while SephoraMobile is accessible from all smartphones, all of the unique functions of SephoraMobile will also be available on the soon-to-be-launched Sephora Beauty-to-Go application for the iPhone, iTouch and iPad. New features will include the ability to scan a product (using all types of technology, including QR codes), watch video content and more.


Food Network viewers will recognize Ted Allen in his new gig: pitchman for Cascade Complete Pacs. Allen plays a role in promoting Cascade’s “Best Food Merger Hall of Fame,” a collection of the tastiest, yet hardest to clean popular food parings of all time. At CascadeFoodMergers.com, people can register their votes plus share their own cooking and cleaning challenges. In addition, Allen has put his own exciting spin on recipes for spaghetti and meatballs, macaroni and cheese, and fried chicken with gravy that can be found on the site. Finally, visitors can share their own favorite pairing recipes on the message board.


Veet’s Get Your Veet On Challenge is asking consumers to try its new Suprem’Essence products for a weekend and share their experiences for a chance to win prizes. The Challenge, which is accessible through the official Veet Facebook page www.Facebook.com/Veet, is running until Sept. 28.

Consumers can log on to register, receive coupons and find links to upload video, text and photos of the fun, flirty and spontaneous experiences they were able to enjoy over the weekend thanks to the long-lasting benefits of Veet Suprem’Essence.


Revlon has announced the top 10 finalists in Mitchum’s “Hardest Working Person in America” (HWPIA) campaign. Created by director Brett Ratner, founder of the creative content company Brett Ratner Brands (BRB), the campaign is designed to find, highlight and reward the hardest-working man or woman in the country.

The finalists selected include a man who is cleaning up the nation’s rivers, a U.S. Air Force Fighter pilot, an 88-year-old working mom, an elementary school custodial worker, the founder of First Response Team of America, a blacksmith, a construction worker and dad who moonlights as a college student, and an Army drill sergeant.

The public can log on to mitchumhardestworking.com and vote for the “Hardest Working Person in America.” The grand prize winner will receive a $100,000 cash prize and be the subject of a short film by documentarian Albert Maysles and co-filmmaker Bradley Kaplan. Voting closed Aug. 15.


To celebrate Murad’s new Clean Scene skin care line and the upcoming film “You Again” starring Kristen Bell, Jamie Lee Curtis, Sigourney Weaver, Odette Yustman and Betty White, Murad Skincare and Touchstone Pictures are giving one lucky winner and 50 of his or her closest friends and family members the chance to see the film before it hits theaters.

Through Aug. 29, Murad fans were able to enter to win the grand prize of a private advance screening of the film in their hometown. In addition, the winner will receive a Clean Scene gift basket including the entire Clean Scene line, Clean Scene skin care products for one year, exclusive Clean Scene travel speakers to take their movies and music on the go, a $50 gift card to Sephora and Yumberry goodies. The grand prizewinner’s special guests won’t walk away empty handed as they too will receive samples of the Clean Scene line.

“You Again” opens in theaters nationwide on Sept. 24.


Mop maker Quickie Manufacturing Corporation has named Tamra Barney of the Bravo’s “Real Housewives of Orange County” as a spokesperson. Barney debuted in her Quickie role at the BlogHer conference held in early August at the Hilton New York.
More info: www.facebook.com/quickieclean


H & H Imports, Inc.—the parent company of TV Goods Holding Corporation—has retained the services of former pro wrestling star Hulk Hogan to act as a spokesman/pitch person for its new line of pumice-based cleaning products.

According to Kevin Harrington, the chairman of the Clearwater, FL company, Hogan’s involvement will generate instant interest in the PumMax product line which will be offered both on TV and in retail. PumMax products are made from pumice. Harrington is an investor on the ABC show called “Shark Tank,” in which budding entrepreneurs compete in pitching their potentially moneymaking ideas to business experts in hopes of securing investment financing.


Tide with Acti-Lift technology created a multi-faceted marketing partnership with “Ramona and Beezus,” the movie based on the book series written by Beverly Cleary. The lead character, Ramona, is said to have an expressive style which fits into Tide’s recently launched advertising campaign: “Style Is An Option, Clean Is Not.”

“Tide with Acti-Lift is designed to soften and break up dry stains, lifting them off with ease...and as Ramona reminds us, kids get plenty of stains,” said Suzanne Watson, Tide associate marketing director, North America.

The multi-faceted partnership kicked off with a consumer event in Madison Square Park in New York City, Tide-sponsored premier and regional events and co-branded marketing efforts in print and cinema advertising, iMedia and public relations support.


John Seamans and his canine companion won the Spic and Span “Unleash the Clean” photo contest. The national contest sought the best photo of America’s messiest pet or the mess they created, and were evaluated by a panel of judges on the basis of creativity, humor, relevance and best overall photo. The prize included a full spring home cleaning, a day of spa pampering, as well as a day of grooming for the dog, according to Prestige Brands.


Decleor will roll out a brand new line designed for sensitive skin—the Harmonie Calm collection—in November. The range features Soothing Milky Cream, Delicate Milky Cream Fluid, Relaxing Milky Gel-Cream for Eyes and Comforting Milky Gel-Cream Mask.


Clean Start by Dermalogica, the company’s line of young adult-friendly skin care essentials, has created the Smart Mouth Girls program in which will recruit as many as 10 young women to be brand ambassadors. The winners of contest were to be selected Sept. 6. As part of the team, Smart Mouth Girls will receive a $500 Clean Start product Starter Pack, containing skin care supplies for the Smart Mouth Girl and a best friend. Each Smart Mouth Girl also receives a Flip-camera, to document testimonials and other content for their blogs. Smart Mouth Girls receive student pricing on product purchases, quarterly product packages, and have the opportunity to apply for a 6-week paid marketing scholarship or internship.
More info: www.dermalogica.com


According to Seventh Generation, half of all parents (51%) queried in its Back to School survey expressed more concern for the spread of germs than exposure to drugs/alcohol (28%) and poor grades (45%).

In the survey, which uncovered the classroom concerns of parents and teachers of children in grades K-5, four in five parents confess to worrying about the germs in their kids’ classrooms, and parents of children in this age group worry just as much about them bringing home germs (50%) as they do about a less-than-perfect report card (50%).

Teachers said they are forming plans to take action against the spread of germs in the classroom, according to the Seventh Generation survey. In an average week, Kindergarten through 5th grade teachers clean the tops of their students’ desks and use disinfecting products on high-contact areas, such as doorknobs, at least once a day. Many teachers also reported that they ask parents to donate germ-fighting products at the beginning of the school year, with 60% specifically requesting disinfecting wipes.


Procter & Gamble has launched “Take it to the House,” the company’s 2010 platform for its official National Football League (NFL) sponsorship. The program extends Procter & Gamble’s “Official Locker Room Products of the NFL” campaign from 2009 and adds multiple elements designed to resonate with football fans of all levels, the company said.

P&G brands, including Febreze, Gillette, Head & Shoulders and Old Spice, are top brands in the program and will be promoted through an integrated marketing communications plan that includes consumer engagement elements, public relations activities, a social media presence, retail executions and a charity component in support of NFL Play 60, which encourages kids to get 60 minutes of exercise a day.

At the heart of the program is a photo contest that lives on Facebook and includes prizes such asat-home meet-and-greets with retired NFL legends, annual supplies of select P&G products, a series of $10,000 donations to local health and wellness organizations on behalf of NFL Play 60 and a grand prize trip to the 2011 Pro Bowl in Hawaii. There is also a mobile texting program that will run through the season.


Model/marketer Josie Maran has teamed up with City of Hope to launch the Get One Give One Campaign, a charitable program to donate one mascara to a City of Hope cancer patient or survivor for every Get One Give One (GOGO) Natural Volume Argan Mascara purchased. After the first 5,000 purchases, $1 from the sale of each GOGO mascara will be donated to City of Hope’s Women’s Cancers Program for a minimum donation $25,000.

The campaign will run through August 2012.


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