Southwest jettisons humor for more "buttoned-down" message | JWT's new sensory-marketing chief wants to expand the field | Zippo's concert-marketing effort returns for an encore
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March 20, 2013
AAF SmartBrief
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Breaking News
Hillshire Farm improves package design for modern tastes
Presentation is one of the keys to selling lunch meats, says Hillshire Farm Vice President of Marketing Reggie Moore. The brand has repackaged its meats, adding a larger logo while allowing consumers to more easily see the product, because it was discovered that meat is perceived as higher quality if it's laid out nicely rather than wadded up, for example. Potential buyers also "wanted a more natural look ... a little bit grainier, the way turkey looks when you cut it on Thanksgiving," says Sean Connolly, president and CEO at Hillshire Brands. The Wall Street Journal (3/19)
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Company News
Southwest jettisons humor for more "buttoned-down" message
The first work for Southwest Airlines by TBWA\Chiat\Day Los Angeles bails on the humorous approach of the past with the tagline "Welcome aboard" and a serious message proclaiming the airline's status as the nation's largest domestic carrier. "The new approach for Southwest is not without risk in that it leaves behind the airline's usual jokey pitches for a tack that may seem to many consumers more appropriate for a carrier with a buttoned-down, corporate image," writes Stuart Elliott. The New York Times (tiered subscription model)/Media Decoder blog (3/19)
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JWT's new sensory-marketing chief wants to expand the field
JWT has set up a sensory-marketing venture with experimental psychologist Charles Spence, who works with brands such as Unilever, McDonald's and Starbucks. Brands test everything from the correct crunching sound for Pringles to the best sound to accompany Courvoisier's aroma. Spence recommends that marketers delve even further into such experiments. One example he gives is turning radio-frequency security tags into actual radios when clothes are being tried on in dressing rooms. Advertising Age (tiered subscription model) (3/19)
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Market Trends
Musicians take advantage of the jingle-writing boom
Demand for original music is soaring, and many Los Angeles musicians are making a living writing jingles for commercials as they await their bands' fates, writes Colin Stutz. Casey Gibson, a musician for the the band Filligar -- which has opened for Counting Crows -- says that he's proud of the work he's done for brands such as Purina dog food and Columbia Sportswear. "It used to be that you got called a sellout. But times have changed," he says. Boutique operations brokering commercial compositions such as Mophonics are also enjoying the boom, Stutz writes. Los Angeles Times (tiered subscription model)/Company Town blog (3/19)
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Why aren't small companies spending more on online advertising?
Small companies are dedicating only 3% of their advertising budgets to online initiatives, according to a study by The Boston Consulting Group. Small business' reluctance to pay for online advertising may be due to prior negative experiences or because they are overwhelmed with options, said John Rose, a senior partner at the consultancy. "It's pretty hard for them to winnow their way through the 20 to 40 unsolicited requests they get a month to use digital marketing product A versus digital marketing product B," he said. Adweek (3/19)
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Oscar de la Renta improves online clothes buying with True Fit
Oscar de la Renta is using True Fit technology to make online shopping for clothes a better, more personalized experience, writes Erin Shea. Consumers plug in extensive personal profiles and click on icons representing body various body types to ensure the best fit possible. A bad fit is the biggest reason for clothes returns, says consultant Dalia Strum of Dalia Inc. Luxury Daily (3/19)
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Multicultural Marketing
Dove Men+Care spot mocks the typical shampoo commercial
A Brazilian spot for Unilever's Dove Men+Care hair care products features a man whose co-worker notes he has grown long hair that moves in the slow-motion patterns common to shampoo commercials. The long-haired man rushes out to buy Dove Men+Care and turn his locks back to normal again. The spot is from Ogilvy & Mather Brasil. Advertising Age (tiered subscription model) (3/19)
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AAF Spotlight
AAF's Advocacy and Action: Advertising Day on the Hill
Join advertising professionals from across the country in Washington, D.C., on April 17 for the American Advertising Federation's Advocacy and Action: Advertising Day on the Hill. In the morning of this premiere conference you will hear from legislators and regulators who make and enforce the laws that directly affect how the advertising industry does business. In the afternoon you and your fellow attendees will demonstrate the power of AAF's grassroots network by heading to the Hill and visiting with your elected representatives. The event will conclude with a special reception in the U.S. Capitol. Don't miss this exciting chance to make a difference in Washington, D.C.

View sponsorship opportunities or register for Advocacy and Action: Advertising Day on the Hill.
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Government Update
FDA will halt its push of cigarette labels with macabre images
The U.S. Food and Drug Administration is abandoning its attempt to force cigarette-package labels to include macabre images such as sewn-up corpses and diseased lungs. The plan was found to violate free-speech rights in lower courts, and a memo from Attorney General Eric Holder to House Speaker John Boehner says the FDA will not appeal the case to the Supreme Court. USA Today/The Associated Press (3/19)
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-- Benjamin Franklin, member, Advertising Hall of Fame
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