The Marketing Week – 23/8/2013

CAMPAIGN OF THE WEEK

https://www.youtube.com/watch?v=aPkyPdubqDs

As straplines go, “Just do it” is as effective a call-to-arms as you will find. It is also enduring. For a quarter of a century, campaign after campaign has featured inspiring figures from the sporting world delivering the affirmation and order. To mark its 25^th year, Nike has launched the “Possibilities” campaign with a TV advert featuring an all-star cast of athletes and celebrities. The Wieden + Kennedy created spot is narrated by actor Bradley Cooper and stars NBA MVP LeBron James, Tennis World No 1 Serena Williams and FC Barcelona footballer Gerard Piqué right on message – challenging several characters to reach new goals.

GOOD WEEK FOR….

The Co-operative is to become the latest and last of the big six supermarket to move into the online grocery sector, with trials for its e-commerce set to commence later this year. It is debatable whether the supermarket will benefit from last mover advantage. What is undeniable is there is an opportunity. Online sales currently represent just 3.4 per cent of the £163.2bn UK grocery market, according to IGD figures, but the sector’s share is growing which marks an opportunity for The Co-op to regain market share lost to its rivals most of which have had e-commerce sites for some time.

BAD WEEK FOR….

Food supplement brands

Which? has accused some of Europe’s biggest food supplement manufacturers of making “exaggerated, misleading and sometimes unauthorised” claims to promote the alleged health benefits of their products. Of more than 44,000 health claims for food supplements that have been submitted to the EU over the past five years, only 248 have so far been authorised, it claimed.

INTERNATIONAL NEWS

Coke became the latest brand to try 3D printing this week with the launch of an experiential hub to produce one-off “mini-me” figurines of consumers in Israel. The drinks giant invited winners of a Tamagotchi-style game – where they had to look after a miniature version of themselves – to its lab to watch the 3D-priting process in action. The move continues Coke’s personalisation charge, which is currently being pushed through its pan-European “Share a Bottle” campaign for fans to have their names on its bottles.

ONE TO WATCH

iTunes Radio

Apple’s iTunes Radio music-streaming service is set to launch next month, according to sources, with a number of major advertisers including McDonald’s, P&G, Nissan and Pepsi said to be backing the venture. It is thought ad slots will be made available to brands who agree to spend at least $1m (£858.3m) with Apple from the start of 2014. The free to use is a marked shift from Apple’s existing digital music business model, which uses a pay-per-song model.

TWEETS OF THE WEEK

@synergytim – CEO of sponsorship agency Synergy on Maria Sharapova reportedly changing her name to Sugarpova.

”So Sharapova pulls out of the US Open revealing the Sugarpova ‘story’ as a blatant scam. What a shoddy little episode.”

@lmath – Twitter user ‘Lmath’ on Sky AdSmart.

”When AdSmart launches what will Sky Media be doing to make sure customers feel their data is being used fairly and kept safe? #welcometosky.”

@levie – founder of cloud storage start-up Box on Apple’s business plan.

”Tim Cook: “We have so much cash we don’t know what to do with it all.” Jony Ive: “We could always make iPhones out of gold?”

@RyanGarner – director at research consultancy Gfk on the growth of contactless.

”UK contactless spending grows five fold in a year. Down to Usain Bolt ads or infrastructure now widespread?”