You are currently browsing the archives for August, 2012.

Marketing 7Up to Babies with Tax-Free Dollars

The copy reads, in part:

By the way, Mom, when it comes to toddlers — if they like to be coaxed to drink their milk, try this: Add 7Up to the milk in equal parts, pouring the 7Up gently into the milk. It’s a wholesome combination — and it works!

Well THAT’S obvious. But what I didn’t know is that 7Up’s aggressive advertising in the 1950s and 60s was largely funded by tax-exempt dollars the company collected from its bottlers after winning a six-year legal battle with the IRS. Full story at Ad Age.

Mentos Offers Minty Breath to Naked People

The new Mentos print campaign, from The Martin Agency, seeks to align the mint-candy brand with the kind of content featured in the various magazines on its media plan. Native advertising, magazine style! More specifically the campaign features nakedness of the sort that might make its way into that particular magazine — a wardrobe malfunction for entertainment publications (above), a streaker for Sports Illustrated, and something a bit more racy for Maxim. More at Ad Rants.

The concept, according to a spokesperson for Mentos, is to “spotlight the juxtaposition between the innocent quirkiness of Mentos and the not-so-innocent content of the ads.” I’ll have to look up what juxtaposition means. In the meantime, Mentos is likely to benefit from an older advertising concept that argues: People are more likely to look at something if there’s a naked person involved.

(Thanks, Ben!)

Tecate Seeks Men with Character

Tecate Light billboard on Bayshore Avenue, San Francisco.

Really?! Driving home in San Francisco in the year 2012 and I’m looking at a billboard that’s suggesting certain light-beer drinkers and guys that drink drinks served in martini glasses aren’t, um, real men? Oh my.

This, apparently, is the latest outdoor installment of the Tecate Light campaign built around the tagline “Con Caracter.” Earlier this year the beer brand issued an apology and pulled other San Francisco billboards that claimed “it’s easy to be a man with character” — by peeing outdoors on a tree, the ad suggested, instead of using a toilet. From the company’s public statement:

“We have an internal process whereby every ad is reviewed for compliance with our local code for responsible commercial communication. As a part of that process, this ad concept was rejected by our US team but unfortunately, an error was made and the ad was mistakenly released and posted. We sincerely thank consumers for bringing this to our attention and have immediately removed the ad. We regret the error and are taking a look at our internal controls to ensure this does not happen again.”

Mistakenly released and posted?? Classy apology.

Forget About Romney! Forget About Obama! Vote for ChasNote!

I recommended to the folks at SxSW that next year’s conference should have a session on “image strategy for publishers,” and that I’m just the guy to lead the discussion. If that sounds like an interesting topic, please click on the button above to vote for my session.

Friends are more likely to hit the Like Button if status updates include a photo; Tweets with pictures have a longer shelf life than those with text or links alone. Even news publishers report that the majority of page views happen in photo galleries. It’s no wonder that images take up more of the web’s pixels than they did 5 years ago — or 5 months ago.

If selected, I promise to offer up at least 5 good ideas on how you can boost the effectiveness of the images on your site. Maybe I’ll even hand out cupcakes.

Lexus and Kontera Take Conquest Marketing to the Next Level

Earlier today a colleague shared with me a press release from Vibrant Media, the in-text ad network, that had been republished on The Auto Channel, a website that runs in-text ads from Vibrant’s competitor, Kontera. The release in question talks about an advertising deal Vibrant recently inked with Ford and Mazda. But since The Auto Channel works with the competition, readers who mouse over the words “Mazda” and “Ford” are presented ads from Lexus. Ouch! Unless you’re Lexus, in which case, Bravo!

Olympics Campaigns: Winners in the Cute, Lucky and Oddball Competitions

I get all warm and fuzzy watching those gold-filtered Visa ads voiced by Morgan Freeman, but the editorial team here at ChasNote prefers campaigns that take more creative risks. Here are a few that would land on the podium if “cutest product placement” or “weirdest TV commercial” were Olympic events.

In that first category gold goes to Mini. Those one-fourth-sized mini Minis that retrieve javelins, discuses and hammers are even more adorable than the full-sized cars — and the concept is consistent with the smaller-is-better positioning that’s long been the core of Mini messaging. (More info and pictures at NOTCOT.) But as far as product placement goes, it’s rather subtle. Almost too subtle, eh?

Others complain that International Olympic Committee is violating its own rules prohibiting advertising on the field of play. From Eurosport:

The remote-controlled cars whizzing around the athletics stadium have triggered branding questions. The Olympic venues at the London Games are supposed to be strictly ad-free, but the use of the distinctive cars appears to be blatant advertising. The International Olympic Committee ensures adverts or logos of products are not visible in the fields of play in line with its Olympic Charter despite sponsors paying hundreds of millions of dollars to be associated with the Games. The Minis, made by German car manufacturer BMW who is also a Games sponsor, may not carry visible logos but are instantly recognisable for what they are.

(Credit: From the Facebook page of VividSeats.)

In the “wow, that worked out well” category, we’re going with McDonalds and the widely-covered remark by Usain Bolt, when he filled us in on the dietary regimen of the world’s fastest man on race day: “I had some plaintains, some hash browns, fruit, then a wrap from McDonald’s. For lunch I had rice and pork and some apple juice.” Was that exceptionally good luck, or just the product of making darn good wraps?

In the “weirdest TV commercial” competition we decided against awarding medals. If that weren’t the case, though, Ragu would take the big prize. The preferred pasta sauce for kids who are traumatized by watching their parents have sex?! Oh my. That’s just a terribly conceived ad.