HS&P - News room

Actimel advertising 'reverts to humour'

The new marketing campaign by Danone to advertise its probiotic yoghurt drink Actimel is focused on humour, it has been revealed.

This is in contrast to previous campaigns, which have focused heavily on the health benefits of the drink, based on research, reports Marketing Week.

However, the content of these claims is currently under examination by the European Union, after a number of experts suggested that the claims were false.

A particular advert for Actimel was also banned by the Advertising Standards Authority after it was decided that the claims made were "misleading".

Speaking to Marketing Week, the marketing director for Danone UK Francois Rillet said: "Our immune system benefit has particular relevance during the winter months, but it's also a time when we need to have a more positive outlook on life.

"We think this campaign will gain a few smiles along the way."

Shopper demand prompts Toys R Us ad revival

Toys R Us is responding to some fortuitous viral digital marketing popularity on YouTube by re-launching an old 1980s TV commercial.

The iconic Magical Place advert will be resurrected by the toy retailer after it managed to attract more than 200,000 views on YouTube.

Speaking to Marketing Magazine, marketing director at the retailer Mike Coogan explained: "The Magical Place TV commercial has become synonymous with the success of Toys R Us.

"We are absolutely thrilled by the overwhelming interest we have received on YouTube and Facebook and are delighted to bring back this iconic commercial."

The retailer, which celebrates its 25th anniversary in the UK this year, has 75 stores across the UK but operates internationally.

Earlier this week, the retailer reported sales across its stores fell by nine per cent in the third quarter of 2009.

Lower demand for video games were among the reasons cited by the firm for the drop.

US is 'world's best brand'

The US has been named as the world's best country brand, after a number of countries were assessed against a range of measures.

FutureBrand's Country Brand Index placed the US above Canada in second place, Australia in third and New Zealand in fourth.

Measures and trends used to assess countries included the emerging value-orientated mindset of businesses and consumers, attitudes towards travel planning and synthetic destinations, defined as country's investing in modern infrastructure to encourage investment and interest.

The US appeared among a number of categories, including the Best Country Brand Ideal for Business, Best Country Brand for Families, Best Country Brand for Shopping and the Best Country for Advanced Technology.

Commenting on the findings, senior executive director at FutureBrand Rina Plapler said: "This is the fifth year we have been able to continue to innovate around country brand thinking, methodology and findings.

"Even with the global economic circumstances facing many nations, the need to maximise opportunity and present a cohesive identity is critical."

Last year, FutureBrand criticised the US for its lack of distinguishable branding, suggesting that it lacked a dedicated brand campaign like Incredible India, Visit Britain and Uniquely Singapore in other countries.

At-home drinking prompts Guinness brand repositioning

Guinness is set to be given a change of channel marketing direction, in light of shifting spending patterns during the recession.

Speaking to Marketing Week, marketing manager for Guinness Paul Cornell said that the Irish stout would be repositioned as a drink to be enjoyed at home among friends and families.

The new direction will come with the strapline "Bring it to Life". He told the magazine that the changing nature of alcohol consumption is behind the trend, alongside the decline in on-trade and rise in at-home drinking.

It is in stark contrast to the brands long-running "Good things come to those who wait", which Mr Cornell believes suggests that the drink is of lower quality if not consumed from draught.

The connection with sport will be maintained however - a marriage which has been maintained for a number of years, such as through the Guinness Premiership deal, which won parent company Diageo a Best Sponsorship of a Sport Event or Programme award in 2007.

Dettol ad hailed as 'most motivational'

Dettol's antibacterial spray advert has been named the most motivational marketing campaign of 2009.

The antibacterial cleaning firm beat off stiff competition to triumph in the TNS Research International rankings table.

Pipped to the post in second place was Walkers' integrated marketing campaign featuring Cat Deeley and Gary Lineker's cycle ride.

Kellog's advert for free cornflakes and the iPhone 3G mobile phone/02 advert were deemed the third and fourth most motivational adverts this year, respectively.

Taking fifth and sixth spot were the Tesco Hot Air Balloon Pick Up advert and the Premier Inn Psycho Nightmare spin off.

Commenting on the winning ad, head of Mercury at TNS Research International Paul Baker said: "An increased awareness of protecting yourself and your family against germs, caused by the recent publicity of swine flu and E. coli breakouts, is likely to have contributed highly to the success of the Dettol ad.

"In the ad Dettol addresses a problem that a lot of people feel very strongly about and therefore connects with people at a fundamentally emotive level."

Weetabix marks 'return to humour' with new campaign

A new television marketing campaign from Weetabix kicked off this weekend, which saw it revert back to humour seen in previous campaigns.

Featuring a jockey triumphing in a race on foot after falling off his horse, the advert saw the brand adopt a previous strapline 'Someone's had their Weetabix', which marketers hope will re-establish the cereal among new and existing customers.

Speaking to Talking Retail, Weetabix marketing director Sally Abbott explained that the 90-second advert has been designed to capture the nation's imagination.

She said: "The new commercial brings humour back to the brand and will capture the imagination of the nation in a typically British way.

"The advertising shows how having a good breakfast can help you take on any challenge and is simply expressed through the campaign idea 'Someone's had their Weetabix'."

Weetabix's Swiss recipe cereal brand Alpen recently made a return to television screens, which attempt to highlight the brand's sophisticated Alpine heritage.

New Kodak marketing campaign has 'feel good factor'

Kodak's new integrated marketing campaign will run with the tagline Its Time to Smile, in the hope of encouraging human interaction.

The photography giant's new year-long campaign is based on research which suggests that US residents are feeling lonelier than they have been in the past, in the hope that encouraging stronger and deeper human relationships will promote happiness during the economic downturn.

Kodak research also indicates that 93 per cent of survey respondents believe that sharing photos brings people closer to family and friends.

The campaign will run 15 to 30-second spots throughout the holiday season which focus on relationships and moments that define our lives.

Leslie Dance, vice president of worldwide brand marketing at Kodak, explained: "The Kodak brand has always been about human connections and capturing and sharing important moments.

"'It's Time to Smile' represents our commitment to helping our consumers strengthen their relationships and make it easier than ever to share moments and memories with family and friends."

Last month, Kodak was active in the promotion of the PGA Tour autumn season, which culminated in the Kodak challenge.

Microsoft makes u-turn over Family Guy sponsorship

Microsoft has decided against sponsoring an upcoming episode of adult cartoon Family Guy, over concerns that the content of the show did not fit with the brand.

The software developer announced the collaboration last week, which was designed to mark the launch of the new Windows 7 operating system.

However, having seen the advert-free show in a preview, the company has decided against pursuing the integrated marketing innovation.

Instead of standard adverts, the animators were going to integrate marketing messages into the commercial-free episode, which was due to air on November 8th on the Fox network.

The company said in a statement: "We initially chose to participate in the [Family Guy creators] Seth [MacFarlane] and Alex [Borstein] variety show based on the audience composition and creative humour of Family Guy.

"But after reviewing an early version of the variety show, it became clear that the content was not a fit with the Windows brand."

Favela of the month

How difficult would it be to lead a Brazilian National Football Team to victory in a World Cup Final tournament? I’d have a go. You see, not only do Brazilian footballers possess bags of natural talent, but they are also trained, conditioned and educated by the best European coaches at the most successful European teams. On the day they just go about their business like one-word named wind-up toys. All I’d need to do would be to pick out a natty suit, stand on the touchline gesticulating and try not to look too annoyed when getting sprayed in the face with champagne during the post-match interview.

Imagine my dismay when the South African Football Association (Safa) re-appointed Carlos Alberto Parreira to coach the national team at the 2010 World Cup Finals. Sure he won the World Cup with Brazil in 1994, but as I’ve mentioned, I think I could’ve done that. And I was just 18 at the time. South African footballers, like their Brazilian counterparts, are some of the most naturally talented on the planet. The great Pele compared the skills he witnessed in the dusty townships to those on display in the favelas of his home country. The difference being that most of the outstanding Brazilian talents are shipped off to Europe (less than a third of the current National Team ply their trade in Brazil) while the bulk of South Africans stay at home (more than half of the SA team play for local clubs). Those who have had the opportunity to play on the Continent have blossomed: Benni McCarthy, Steven Pienaar, Aaron Mokoena to name a few. In order to have a hope of reaching the Second Round, South Africa needed to appoint a European master tactician. A disciplinarian with a single-minded vision and a successful record of coaching big European teams. Someone who could take a group of talented individuals and mould them into an efficient unit capable of beating anyone on their day. Ring any bells?

Google's print marketing campaign 'very focused'

The success of Google's extensive print advertising campaign is likely to lie with how well it engages with business customers, it has been said.

Ray Jones, head of communications and external affairs for the Chartered Institute of Marketing, revealed that the main focus will be how the products can be integrated into business customers' day-to-day lives.

"For people on increasingly scarce budgets a campaign like this, focusing on the problems people endure every day, makes it seem like a very focused campaign on a clear market," he continued.

Mr Jones recognised that it is a highly competitive market which Google operates in, with this new campaign aimed at making sure it is ahead of its competitors.

Figures from comScore recently revealed that Google and its associated websites accounted for 64.6 per cent of the search market share in August.

Microsoft, on the other hand, had a 9.3 per cent share - up 0.4 per cent on July.