Archive for the 'Corporate Marketing 101' Category
Wednesday, March 10th, 2010
Greenwash: Hot Advice from a Pro
As somebody once observed, the heart of man is a wonderful thing, especially when it is carried in his wallet.
Same goes for the heart of a woman, of course.
To, wit, the latest issue of Advertising Age conveys the fabulous wisdom and morality of attorney Randi W. Singer, “litigation partner in the New York office of Weil, Gotshal & Manges,” whose “practice focuses on copyright and Lanham Act false advertising and trademark litigation, as well as media, music licensing, First Amendment and other intellectual property issues” on behalf of “the world’s most sophisticated clients.”
In a column titled “Going Green the Smart (and Legal) Way,” Ms. Singer writes:
Unless you’ve been living under a rock in a remote part of the ever-dwindling rain forest, you know that a sure-fire way to get consumers to pay more for your products even in these difficult times is to make some “green” claims. And if you can time your ads to coincide with events such as Earth Day or convince the federal government to expedite the review for your green technology patent all the better. Bonus points for naming an actual shopping day “Green Monday” or changing the color of your logo to green.
Of course, Ms. Singer knows “going green” doesn’t mean going green, even in narrow terms:
But before jumping on the green bandwagon, it’s important to do your homework. Last summer, the Federal Trade Commission issued complaints against Kmart, Tender Corp. and Dyna-E International for making false and unsubstantiated claims of “biodegradability.” On the heels of those complaints, the FTC went after a number of companies that claimed their products were green because they were made of bamboo when, in fact, they were made of rayon — a man-made fiber that is technically created from the cellulose found in plants and trees, but only after it is chemically dissolved through a process that releases various pollutants. (After settling with the manufacturers, the FTC followed up with warning letters to 78 retailers, including Bloomingdale’s, Macy’s and Target). S.C. Johnson & Son faces a class action suit alleging that placing a proprietary “Greenlist” seal on its Windex window cleaning products misled consumers into believing that the products were independently certified by a third party (the Greenlist was actually an S.C. Johnson-conceived program). And following review by the National Advertising Division, the advertising industry’s self-regulatory forum, Clorox Co. decided to voluntarily discontinue claims that its Green Works Natural Cleaning Wipes were biodegradable, and MasterNet was advised to stop making claims that its plastic netting packaging products “saved countless trees from destruction.”
So, “What’s a would-be green marketer to do?”
Keep making those “green” (in quotation marks) claims, but be careful, and know your corporate lawyer’s number!
Monday, March 8th, 2010
“Consumer” Training
Big business marketing is inherently totalitarian. It can’t stop. It must commercialize and commodify everything. If it didn’t, the mega-rich investors who are the primary beneficiaries of corporate capitalism would stop getting richer than they already are. And that is intolerable to them. Completely off-the-table.
As I’ve been reporting here, one of the latest trends in this advancing piranha-munch on human culture is the corporate effort to get men to buy and use as many “beauty” commodities as women (whose training in corporate cosmetics began a century ago) do.
In the marketing press, they are increasingly explicit about this push, now that it’s gathering steam and seemingly bearing behavioral and financial fruit:
[I]t’s a long battle. Ed Shirley, vice chairman of beauty and grooming for P&G has been an advocate for men’s skin care since the late 1990s, when he could see how much more developed men’s skin care was outside the U.S. “North American guys are less involved [in skin care], but it’s up to us to help them.”
What they should be doing — in the long-term marketing scheme of things — is washing their faces and using moisturizer before bed. “We know that if you had a full regimen of morning and evening care, your shaving experience would be better,” Mr. Shirley said. “And we have that right to have that conversation with guys, because the shaving experience is the anchor grooming event.”
Not that Gillette is going to bring up that moisturizer-before-bed subject just yet. But it’s moving the discussion in that direction in part through the line of shave-preparation products coming to market in June with its Gillette Fusion ProGlide razor system, which includes a heating face scrub and moisturizing aftershave with sunscreen protection.
“We’re committed to winning with men,” said Mr. Shirley.
Procter & Gamble Co. recently has reorganized its beauty-marketing ranks largely to help capture the growing potential of the men’s market, and recently got San Antonio-based supermarket chain H-E-B to try a men’s personal care section. Unilever has made men the focus of its biggest 2010 launch for its biggest personal-care brand, Dove. Unilever sees a $700 million opportunity to grow the men’s personal-care market in categories where it competes — essentially personal wash, hair care and deodorants — a market currently measured by Nielsen at $2.1 billion that the marketer expects will hit $2.8 billion by 2012.
And, as always, as they manipulate gender and sexuality to rake in dollars, the marketers can’t dare do anything but remain loyal to the lowest common denominator, for fear of losing customers and sparking right-wing flak storms (the left being not only too fragmented to act, but generally confused and ultra-tame on the actual use of ideology in advertising). Hence, this:
It all hearkens to the heady days of 2002, when personal-care marketers of all sorts were fixated on men as their new frontier, even coining the concept of the “metrosexual” grooming and fashion-obsessed male. The enthusiasm faded into what seemed like vague disappointment, as brands such as L’Oreal, Nivea, Neutrogena and Gillette tried launching skin and in some cases hair-care lines for men that had trouble keeping their space on U.S. shelves.
It’s been at least six years since any marketer could be caught uttering the M word. Marketers who had heralded the arrival of the “metrosexual” last decade found the term tended to pigeonhole their products with a relatively narrow segment of upscale, fashion-conscious men. The reality is that the segment exists and has kept growing, but marketers seeking to sell such products as shampoo and bodywash to men are appealing to a much broader audience, too.
In other words, we all know that metro-sexual is halfway to homo-sexual, right? Mum’s the word, then!
And the overall impact on gender relations, despite the rank “femininity” of using lotion and, presumably, eventually, make-up products? Probably more male media tropism and sexism:
Boon for male-centric media
The male call by marketers has also been a boon for media that cater to the demographic, like ESPN. “It’s definitely a growth area for us,” said Ed Erhardt, president of ESPN and ABC Sports, which is positioned to reap much of the uptick in competitive spending.
Such are the corporate capitalists’ plans for the 21st century. Beautiful, indeed.
[Quotes from Advertising Age, March 8, 2010]
Wednesday, February 24th, 2010
More Moronic Misogyny From Unilever
Our old reliable favorite, Axe perfumes for adolescent males, is at it again, taking heavily-researched stupidity-promotion and self-delusion to still new levels. According to the latest Advertising Age:
Axe ads have traditionally been about products that instantly turn women into lust-crazed vixens bent on coupling with Axe-wearing gents as quickly as possible. But in the first ad for the new fragrance Twist, a robot makes over the guy repeatedly during the course of a date in which the woman appears acutely interested only at the end. The ad is based on a concept co-created by consumers and ad agency Ponce (in late 2008, the agency was renamed Ponce Buenos Aires after Fernando Vega Olmos left to work on Unilever at JWT).
“Women get bored easily,” notes a version of the ad for Axe sibling Lynx in the U.K., which touts a “fragrance that changes.”
The reality, said David Cousino, global director of consumer and marketing insights at Unilever, is that all fragrances change, starting with a fresh, strong, usually citrusy top note that lasts for as long as an hour and aims to help cover the smell of alcohol-based propellants as they evaporate, progressing to a generally richer, milder mid-note and a longer-lasting and often subtler-still “dry-down” note. This is all old hat to fragrance developers and marketers, he said, but it was new and fascinating to the consumers in the development group.
“The guys linked that to the mating game and how guys are feeling that they need to constantly change and evolve to keep the girls interested,” Mr. Cousino said.
“Women get bored easily”? Really? In the 21st century, big businesses are still getting away with this?
And people wonder about the cultural impact of corporate marketing?
Monday, February 15th, 2010
More Proof: Marketing Works
Fools and professional liars sometimes go out of their way to paint big business marketing as inconsequential, ineffectual, a gigantic feather preen.
Of course, that’s turbo-jive. Evidence abounds that marketing alters behavior.
Consider this latest news from Advertising Age:
For the first time in history and by the thinnest of margins, body wash outsold bar soap last year in food, drug and mass outlets tracked by Information Resources Inc., according to data reported by Deutsche Bank — $756.3 million to $754.2 million.
The cause? Corporate toiletries peddlers began aggressively marketing “body wash,” which, thanks mainly to its Earth-destroying, marketing-friendly packaging, carries far higher profit margins than plain old soap bars, to U.S. men:
Since 2003, the year P&G’s Old Spice became the first of the big U.S. brands to try the body-wash market, sales of deodorant bar soap have plummeted nearly 40% to $234.7 million last year. Sales of non-deodorant bar soap — dominated by the more-female-oriented Dove — have grown modestly since that time, just not at the steady double-digit rate of body wash.
Getting out to a head start in front of Unilever’s Axe, which entered body wash in 2004 in the U.S., ultimately didn’t guarantee victory for P&G. Axe may have showed up late, but it’s arguably (and yes, they really do argue) bigger in the category now, having overtaken Old Spice lately in Walmart facings in P&G’s hometown of Cincinnati lately, for example.
If you doubt the power of such efforts, click on this chart:
Change you can believe in…
Thursday, February 11th, 2010
Genesis of the Piss Pad
Apparently, Whoopi Goldberg is now helping the Kimberly-Clark corporation turn more old growth forests into profits and landfill. According to Advertising Age, Goldberg is peddling piss-pads, a.k.a. “light incontinence products” called Poise, on behalf of K-C.
How did K-C’s bold entrepreneurs invent this wondrous advance in human welfare?
In the usual manner.
First, massive layoffs:
The need to reach the target market with a different type of absorbent-underwear product came out during research with women in focus groups. The introduction comes a couple of weeks after Thomas J. Falk, the chief executive of Kimberly-Clark, announced a reorganization that included the closing of 20 plants and the dismissal of about 10 percent, or 6,000, of the worldwide work force.
Mr. Falk said the reorganization was intended to free money to invest in areas like new products, research into consumer behavior and marketing campaigns.
The principal Kimberly-Clark competitor, Procter & Gamble, has been thriving of late by following just such a path, generating additional consumer interest in otherwise staid product categories with continual rounds of “news” in the form of new products under familiar brand names like Bounty, Charmin and Mr. Clean along with new brands like Febreze and Swiffer.
Next, use of focus groups to find a weakness:
And the reason they don’t want to talk about it is that they associate it, even the young women, with aged incontinence. They immediately say, “Holy cow, I’m doing to be in Depends tomorrow.’ And that’s like one foot in the grave to them.”
K-C also makes Depend, but it’s not for light bladder leakage, which also has many causes besides age.
Women are more likely to have the condition, Mr. Meurer said, if they’ve had hysterectomies or multiple children, if they’re heavier or if they’re athletes, particularly runners and tennis players.
“The marketing task is how do we move [Poise] out of the aged incontinence [mind-set]?” Mr. Meurer said. Realistically, he’s also trying to move it out of the adult incontinence sections of stores, where it sits alongside canes, Depends and orthopedic support products, and instead adjacent to feminine-care products, with K-C has already succeeded in doing at about half of U.S. Stores. [Ad Age, February 10, 2010]
Finally, big spending from the layoff savings/production speed-up, to flatter and manipulate the “targets” into buying more paper underpants:
The idea of an active lifestyle is played up in the ads.
For instance, a print ad proclaims: “This body can follow the beat. Lead the race. Move chairs, sofas. Mountains, too.” A television commercial declares: “It’s wonderful what your body can do if you’ve a mind to let it. Even bladder weakness just takes a bit of Poise.”
The commercial presents a man and woman in their 40’s or 50’s at home, in a romantic dance. At one point, his hand lingers over her derrière – implying that although she is wearing a Poise panty, it is sheer enough to elude detection.
“We wanted to make it a little sexy,” said Terril Smith, a creative director at Ogilvy New York who was the art director on the campaign, working with Alice Whitmore, creative director and copywriter.
“We’re saying: ‘You shouldn’t have to lose the intimacy. It’s discreet enough that he can have his hand on your back. You can still be as active as you want to be,’ ” Ms. Smith said. “People are keeping more active and are wanting to feel they can do more things longer.”
Mr. Meurer didn’t disclose spending, but said the campaign represents by far the biggest marketing outlay in Poise’s 14-year history, and will be worth the spending if the brand can dramatically change the nature — or lack — of conversation about the problem it addresses.
Wednesday, January 27th, 2010
Orwell Would be Unpublished Now
I swear, the most skilled dystopian novelist couldn’t make this stuff up:
Beverly Hills, Calif., Jan 17, 2010 – Nominees, presenters and performers arriving to “The 67th Annual Golden Globe Awards” will have an opportunity to help raise money for Haitian relief efforts with a simple signature. Positioned at the entrance of the Beverly Hilton Hotel is President and Chief Executive Officer for the Chrysler Brand, Chrysler Group LLC, Olivier Francois’ personal car, a Chrysler 300C. Francois donated his vehicle so that attendees to the ceremony could place their signature upon the sedan which could then be donated for auction to specifically raise money for Haiti relief efforts.
“Looking at the devastation this catastrophe has caused to an already impoverished country,there is no doubt that we have a social responsibility to assist in any way that we can. This will not be the only funding we will provide to this country on behalf of the Chrysler Brand and Chrysler Group LLC, there is more to come.”said Olivier Francois, President and Chief Executive Office – Chrysler Brand, Chrysler Group LLC. “We are pleased to join hands with Hollywood to offer this gesture as part of the relief efforts toward Haiti. And, to my colleague, Dodge Brand President and Chief Executive Officer, who is of Haitian-descent, and to all Haitian-Americans with family in Haiti, our thoughts are with you.”
The Chrysler 300C that will be donated for auction is expected to raise approximately 1 million dollars.
Chrysler Joins Stars for a Cause to Auction Chrysler 300 “eco style” Edition Vehicles
The Chrysler brand, together with Dick Clark Productions, has also partnered with Stars for a Cause to donate six eco-friendly accessorized vehicles that will be auctioned off to select celebrity charities.
Nominee Meryl Streep, presenters Christina Aguilera, Leonardo DiCaprio, Tom Hanks and Felicity Huffman and actor Colin Firth will arrive to the Golden Globes in their select Chrysler 300 eco style limited edition vehicle, which will be donated and auctioned to the charity of their choice.
Based off of the Chrysler 300C, the most-awarded vehicle in the industry, the eco style edition vehicles are accessorized with eco-friendly materials such as cork, bamboo, recycled jute carpeting and suede seat inserts and feature refurbished wheels while providing high-end luxury and elegant design. The vehicles feature a refined interior, premium technology and offer fuel-efficient performance and excitement.
Each of the celebrities will arrive to the awards in their select vehicles:
* Presenter Christina Aguilera’s Chrysler 300 eco style vehicle features a water-based Vanilla exterior color. On the inside are cactus-colored seat-inserts with bamboo applique placed on the door trim and center console
* Presenter Leonardo DiCaprio’s vehicle has Cream exterior and Aqua-blue seat inserts, a hydrographic water-themed applique is subtly placed throughout the interior
* Actor Colin Firth’s vehicle features a stately and sleek Black exterior color with Black Bamboo interior accents
* Presenter Tom Hanks will arrive to the awards in an elegant Black Chrysler 300 eco style edition vehicle with Curry seat-inserts and organic appliques
* Presenter Felicity Huffman will arrive in a Dark Cordovan vehicle with a stained Cordovan cork interior color
* Nominee Meryl Streep’s vehicle features a Platinum exterior and on the interior are Cumin-colored seat-inserts along with natural mat and cork materials
Recycled materials are used within the interior of the vehicle. Recycled ultra-suede seat inserts are used for the front and rear-passenger seats and are soft to the touch and durable. Hydrographics patterns are used to place organic themes on the center console and door trim of the interior compartment. Water-based paints are used on the exterior of the vehicle.
And here’s the kicker:
Under the hood is the 5.7-liter HEMI® engine with Muliti-displacement System (MDS). MDS seamlessly alternates between smooth high-fuel-economy four-cylinder mode when less power is needed and V-8 mode when more power is needed. MDS optimizes fuel economy without sacrificing vehicle performance.
If you know anything about physics, you know that a 5.7-liter engine is a huge motor. If you know that, then you won’t be surprised by the EPA mileage rating of this “eco-style” engine: 15 city/23 highway!
This is the “new” stuff that’s being peddled, after Obama’s automotive bailout, after the arrival of supposedly better European managers…
And, of course, don’t you just want to weep with gratitude at the sacrifices that were made all around for the people of Haiti? As part of being honored from churning out yet another year of unwatchable pablum about cops and robbers and saints in surgical garb, the attendees at one of the multiple versions of the Hollywood Employee of the Year Banquet “raised” perhaps 1/10th of what was spent on the “awards ceremony” — “for Haiti.” All, of course, while pimping for Chrysler’s deranged ecocidal waste-pushing.
