Bad Marketing Mix: Diddy’s New Fragrance
The new Sean John Fragrance and its accompanying marketing campaign is so saturated with Puff Daddy’s, I mean Diddy’s, I mean… whatever … His new fragrance called “I am King” is a bottle of concentrated Diddy Ego.
I’ve already come across three (1,2,3) accounts of people actually almost barfing after coming into contact with the stuff, some even after coming into contact with the advertising (see above pic, it’s disgustingly narcissistic!). I can’t believe that this guy can be so full of himself! No doubt this campaign makes me feel sick, Like most products and brands, they sell an idea. Diddy’s idea and product are designed to sell him and his overinflated ego. How a person like this can be a role model to kids, I have no idea.
He should stick to making beats (because his lyrics SUCK!) and so does most of his other products.
#FAIL on this marketing campaign, not on the choice of media or tactics but on the underlying idea and concept.
Magazine Ad- Just Do(uche) it…
This is an interesting concept and funny as hell. An international magazine (anonymous for now) is running a promotion utilising the picture above. Here’s what Adrants sources had to say about the promotion…
“We prefer to keep the publication anonymous for now but this will be going to print in the very near future and we expect it to provoke some discussion and probably some threats of legal action.”
No shit, I don’t think anyone at Nike will sit by while an ad takes a dig at them with “Just Douche It.”
Coke Zero Zero 7 : Bond Brand Tie-in
Coke in the UK is doing a tie-in with the New James Bond Movie, Quantum of Solace. How cool is the Coke Zero Artwork for the tie-in? I Love it, I’d drink that.
from Adage.com
Coca-Cola Great Britain has teamed up with Sony Entertainment to help promote the upcoming James Bond film, “Quantum of Solace,” by renaming the Coke Zero brand as Coca-Cola Zero Zero 7.
In addition to the name change, which will last for the duration of the tie-in, Coca-Cola Zero Zero 7 will have specially crafted bottles featuring the 007 logo, a picture of star Daniel Craig and the new film’s title. (Bond fans will most certainly note the gun-barrel detailing on the Coke bottle’s familiar contour.)…
Coke Zero will be seen in the film, but traditionalists will be pleased to learn that James Bond will not be drinking it — Agent 007 is sticking with his martini.
…
Coca-Cola Great Britain is just one of many sponsors to have poured around $100 million of marketing money into “Quantum of Solace,” the 22nd instalment of the Bond franchise. Other marketers include Heineken, Ford, Sony Ericsson, Sony Electronics, Smirnoff, Omega, Virgin Atlantic and Bollinger.
: Coke Zero, Quantum of Solace, Coke Zero Zero 7, James Bond, UK
Marketing in Ramadan
Functionally (mostly from an FMCG perspective), Marketing in Ramadan poses real business restrictions and opportunities. For example, you can’t flight certain TV ads during Ramadan, not because of content but because the space will already be booked out and it will be mostly food brands which market their stuff during this time. You have to also take into account that Muslims in general watch less TV during this time.
In terms of actual launches of innovation in the Middle-Eastern/Muslim markets, launching a product in Ramadan doesn’t ever happen. The local marketing teams in these countries will feed this back to anyone trying to push it. Project plans for any launches in or around Ramadan are generally shifted to be either a month before or a month after Ramadan.
Other things which need to be taken into account is that people generally work shorter days in Ramadan, also when it comes to the end of Ramadan, the festival of Eid, most people in the Middle East will be off for a week or two on holiday, very similar to what happens at Christmas time for the western world.
Interesting stuff, eh?
However there are brands that are increasingly starting to market themselves in Ramadan and specifically to a Muslim Audience…
This year, Ramadan really seems to have gotten marketers in a buzz with new product launches and even, as I had mentioned before, New artwork on current products (Coke). Starbucks has also jumped on the band-wagon by introducing a range of Arabic coffees and pastries for its Middle-Eastern consumers specifically for Ramadan. The new coffee range will feature its ‘Anniversary Blend’ coffee along with the traditional ‘Arabian Mocha Timor’ blend.
Rana Shaheen, CSR & Communications Manager, Starbucks Middle East & Egypt said:
Starbucks is committed to provide its customers with the best it can offer during this special time of year and there is no better way to welcome the holy month but with the Traditional Arabian coffees coupled with delicious pastries – a perfect treat you can enjoy after breaking your fast.
From Dubai City Guide, we get this glorious wonderful marketing verbiage on the range Starbucks is proposing for its Ramadan range…
Ramadan pastries include the ‘Fig and Coconut Bar’, a delicious fruity filling of plump figs blended with a taste of exotic coconut on a shortbread base. This marvellous combination of fig jam, walnut and biscuit base, topped with a layer of coconut, is designed to perfectly complement Starbucks featured coffees and iced espresso beverages.
Another treat includes the ‘Pistachio Delight’, a mouthwatering and delicious cake, flavoured with pistachio, creamy filling and rosewater, the perfect traditional combination for Ramadan sweets. Customers can also enjoy the ‘Date and Apricot loaf’, the home-made fruity flavor of Arabia with a hint of apricot and a twist of nuts.
The featured coffee beverage for this month is the classic Iced Caramel Macchiato, a sweet, indulgent treat, available hot as well. Sweet and rich with caramel and featuring a pronounced espresso flavour, Caramel Macchiato delivers an indulgent sweet coffee experience. The cold versions of the beverage provide a revitalising experience for the warm summer months.
It’s okay dudes… we like Starbucks, you don’t have to sell it to us like that… that’s just cheesy. When will Marketers Learn to talk to people and not AT people! The quote above looks like it comes directly from a product pamphlet or maybe even the PR department.
: Ramadan, Marketing, Middle East, Muslims, Fasting, Coke , Starbucks
Open up an Ice Cold Ramadaan Coke…
Coke’s new initiative to get at its consumers involves tailoring its product to hit the Muslim community in Turkey, Saudi Arabia, Pakistan, Indonesia, Morocco, Tunisia, and other countries with a great many Muslims.
Check the image above which shows Coke’s Official Ramadan Packaging. Well I guess some Muslims would definitely agree that it is pretty good to break ones fast with an Ice Cold Coke. Interesting concept. Coke’s also targeting the 21010 World cup here in SA and also Christmas, etc. Some of these activities Coke’s been doing for ages, but this is the first time I’ve heard them targeting Muslims in Ramadan.
There’s no doubting that the opportunity is there, I just wonder how many Muslims would wise up and actually say… “WTF? I am NOT a Target Market!” Same tactics, different market. I would say that it does war m me up to the brand knowing they’re making something specifically for a Muslim kid like me, but there is definitely a piece of me that’s a bit uncomfortable being so blatantly targeted.
In all likelihood I don’t think we’ll see the Ramadaan Coke in South Africa. The Muslim population is too small to justify the change I would guess, although there is an opportunity if they target Muslim wholesalers and retailers, we got tons of those here.
Peace!: Coke, Marketing, Ramadan, Ramadaan, Muslims, Advertising
Another Cool Nike Football Ad
If video doesn’t load, click here for the video at Adgabber.
The ad is for Nike Football and shows a World Cup Italian national team footballer setting up an impossible shot and, with a bit of fancy footwork and intelligent use of physics, makes the shot.
No heavy branding, Just an entertaining shot for those who love the game.
via
: Nike Football, Advertising, Marketing, Video, Great Shot
Ray-Ban Uses Flash Mob to Market Its New Shades
by Muhammad on July 4, 2008
in Marketing, Uncategorized
This is an interesting viral marketing campaign.
Ray-Ban utlised the vision of Culture Jammer, Ron English in order to further guerrilla market their Project Colorize campaign. They unveiled the billboard (pictured above) and added to this they had a flash mobs organise below the billboard and stand there staring up at it while they each wear Ray-Bans… cute.
Animal New York has pictures and video of the interview with Ron English.
Source: Adrants
: Ray-Ban, Marketing, Cool, Flash Mobs, Interesting, Marketing
Royal Enfield targets “Indian Mama’s Boys”
Royal Enfield, the motorcycle manufacturer, has just launched a brilliant campaign in India using a very widely known trend in India… the “Mama’s Boy”.
From the Press Release:
“The campaign is based on a big social truth that most Indian men are ‘mama’s boy’.”
The campaign: “Leave Home” for the Thunderbird Twinspark
The agency is Wieden & Kennedy and the ad is due to be flighted in Indian Auto and Lad magazines.
Other Prints:
Revolution.
Kid.
: Wieden & Kennedy, Royal Enfield, Indian, Marketing, Advertising
Creative Design: Read at Work
A very creative campaign from Clemenso BBDO, an Auckland based Advertising agency, for the New Zealand Book Council is the launch of the site Read at Work. What this flash site does is mask your entire screen as a Windows Desktop and fill it with folders of faux Powerpoint presentations (which actually look like real work documents! but are works of literature by some of literatures greats such as Mark Twain, F. Scott Fitzgerald, Oscar Wilde and Emily Dickinson.
So for those who would like to do a little reading at work but don’t feel comfortable kicking back with a paperback, here’s the site for you to do just that… Read at Work.
P.S. The Windows desktop might arouse more suspicion if you work on a Mac :P
: Read at Work, Creative, New Zealand, Clemenso, BBDO, Books
A Positive Twist Away from Xenophobia: The Standard Bank TV Ad
by Muhammad on June 3, 2008
in Marketing, Uncategorized
I thought Standard Bank’s new TV ad for Africa day which ends with something like… “It’s not that we are in Africa, Africa is in us…” is a very effective ad for the bank.
It capitalises on Standard Banks’ diverse range of African personell (40000) across the continent as well as being pertinent to Africa Day and the current xenophobia crisis in South Africa. It does a great job with advertising the Standard Bank Brand – capitalising in organisational competencies, brand values and some very appropriate timing.
You can catch the making of the TV ad here. Or download the video here.
Creating awareness for Africa Day took on a practical meaning for our staff, who starred in this TV advertisement. Shot in Durban, South Africa, we were able to draw on the inherent diversity of our people from across the continent. Staff chosen from our 18 countries of operation participated in the filming, most appearing in front of the camera for the first time. – from the “Standard Bank Africa Day” website
: Standard Bank, Advertising, Bank, South Africa, Africa Day, Brand
