The Marketing Week – 30/11/2012
Welcome to The Marketing Week, your guide to the good, the bad and the downright bizarre marketing highlights of the last seven days.
CAMPAIGN OF THE WEEK
Charles Dickens’ Christmas Carol re-imagined in animated form by Beavis and Butthead scribbler JJ Sedelmaier featuring Snoop Lion (nee Dogg) as Scrooge visited by Stan Smith, David Beckham and Rita Ora as Christmas past, present and future. No, not the product of a drug-fuelled mind, but a viral to say happy holidays from adidas.
Conceptually bonkers, creatively inventive, achingly cool and savvily all things to all young and old folk in tune with popular culture. All essential boxes to tick to push the sports brand’s leisure apparel.
Adidas has had a good year. One of the brands most associated with a successful London 2012 campaign and front and centre in Team GB’s medal glory as well as adorning the shirts of the all-conquering Spain team that won Euro 2012. The Christmas video is a silly but satiating way to finish the year.
A GOOD WEEK FOR…
The drinks maker’s Fruit Shoot brand is showing signs it is on the road to recovery following the costly recall earlier this year. Britvic said production of the children’s drink would be back to normal by January and hailed the response of its marketing team for launching “strong” brand activity in response to the recall.
A BAD WEEK FOR…
Marketing company Tetrus Telecoms were served with a £440,000 fine after the Information Commissioner’s Officer (ICO) ruled it was in breach of privacy regulations for sending out a millions of unlawful spam text messages. It is not just Tetrus the ICO has in its sights though, as the organisation also plans to issue penalties to three other companies thought to be adopting similar practices.
QUOTE OF THE WEEK
James Watt, co-founder of BrewDog, on the marketing implications of the Government’s proposals for a 45p per unit price on alcohol
STATS OF THE WEEK
- 840,000 – Telecoms marketing company Tetrus Telecoms sent more than 840,000 spam text messages a day resulting in a £440,000 fine from the Information Commissioner’s Office.
- 45p – The Government has proposed introducing a 45p minimum unit price for alcohol and banning multi-buy promotions, which brands say will have a dramatic impact on how cider and lager brands market themselves.
- 76.3 per cent – Google’s 76.3 share of the search market. Rival Bing is looking to nab some of that share with a campaign that slams its rival’s strategy to display Shopping search results higher depending on how much brands pay.
MISSING WORD ROUND
Matt, Austin, confectionery business unit director at Mars’ Wrigley division, on the £5m revamp strategy for Skittles: “Research tells us consumers want more from their sweets – they want to be [BLANK] and that’s exactly what we’re giving them.”
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