| February 14, 2013 | News for marketing professionals |
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- Dove Men+Care wants to normalize facial care for men
Unilever is launching a campaign for its new lineup of Dove Men+Care facial-care products with the tagline "end the face torture." A spot features a nonactor -- a fireman from Canada -- exercising, doing chores and getting poked in the face by his children. The goal of the campaign is to activate the nearly 50% of men in the U.S. that don't use a special product for their face, according to Unilever research. "We are setting out to get more men into the routine so they can enjoy the benefits like women have for generations," says Rob Candelino, vice president of skin care. The Wall Street Journal
(2/13)      
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| Company News |  |  |
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- Adidas hopes Energy Boost shoe tech can help it take on Nike
Adidas is proclaiming a "new chapter" of athletic shoes with its Energy Boost line, a $150 pair of running shoes powered by tiny capsules in the sole. The brand plans to roll out the shoes at specialty stores this month without the backing of a TV campaign, to gauge response before considering an ad blitz, says Patrik Nilsson, president of Adidas America. In the running-shoe category, Adidas is taking on Nike, which commands 54% of the global market compared with Adidas' 4.4%, according to SportsOneSource. Forbes
(2/13)
- Ad industry, SAG-AFTRA begin contract negotiations
Performers union SAG-AFTRA and the advertising industry are beginning contract negotiations today in New York, the first time terms will be negotiated since the two unions merged last year. The joint committee of the Association of National Advertisers and the 4A's has advised members that "prudent planning" could help mitigate the consequences of a potential strike -- the last one came in 2000 -- although more moderate union leadership and the "minimal disclosure of details" makes that a less likely possibility, writes Dave McNary. Variety (subscription required)
(2/13)
| Market Trends | | |
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- Brands are seeing value in "purpose" campaigns
More companies are highlighting their charitable and environmental efforts in a bid to win brand loyalty through so-called purpose marketing, according to this article. Panera, for example, donates unsold baked goods to anti-hunger organizations, and through agency Cramer-Krasselt has launched a $70 million campaign with the tagline "Live consciously. Eat deliciously." "When people who like the company for the food hear about the kind of company it is, it changes how they feel; they like it even more, for more emotional, more potent, more loyalty-driving reasons," said Marshall Ross, chief creative officer at Cramer-Krasselt. The New York Times (tiered subscription model)
(2/13)
| Interactive | | |
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- Purina's media plan for Pro Plan started at Westminster show
Purina broke a Pro Plan dog food spot during the Westminster Kennel Club Dog Show telecast, using videos from the more than 500 fan submissions to the brand's "How is Your Dog Great?" contest. "Viewers can celebrate the finest purebred conformation dogs together with the great dogs we have at home. We think the public will be inspired by the dogs featured in the ad as much as we were," says Brand Director Heather Gettys. MediaPost Communications/Marketing Daily
(2/12)
| People & Personalities | | |
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| AAF Spotlight | | |
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Advertising Hall of Achievement 2013 Call For Nominations
The American Advertising Federation's Advertising Hall of Achievement is the industry's premier award for outstanding advertising professionals age 40 and under. AAF established this program in 1993 as a way to recognize young advertising professionals who are making a significant impact on the industry through their leadership, career achievements and personal qualities, which also inspire others to excel.
Nomination Deadline: March 8, 2013 | Nomination Form
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