This Week

By Durrani, Arif; Farey-Jones, Daniel | Marketing, August 22, 2012 | Go to article overview

This Week


Durrani, Arif, Farey-Jones, Daniel, Marketing


Marketing's comprehensive digest of the most significant industry news from the past seven days.

- 'GREAT' ads hail Olympics

The government last week issued an impromptu campaign under its 'GREAT Britain' banner to thank athletes, volunteers and the public for what Culture Secretary Jeremy Hunt called a 'truly great Games', writes Loulla-Mae Eleftheriou-Smith.

One of the outdoor ads, created by Mother and Radley Yeldar, features gold medallists Mo Farah and Usain Bolt imitating each other's signature celebration gestures.

The Culture Secretary last week announced an extra pounds 10m in marketing spend to promote the UK in China and domestically in 2013 VisitBritain will use pounds 8m of that to extend the 'GREAT' campaign to China. It will aim to treble the number of Chinese visitors to the UK to 500,000 a year by 2015.

Luring the Chinese, page 12

- McDonald's cuts Innocent

McDonald's has dropped Innocent Smoothies from its menus, as the drinks failed to gain traction with customers after a five-year trial, writes John Reynolds.

The fast-food chain began selling Innocent Smoothie pouches in 2007, as part of its Happy Meal offering for children. However, they have been deemed to be too 'filling' alongside the Happy Meal.

McDonald's has rolled out Fruitizz, a fizzy fruit-juice drink, as a replacement. It is also trialling two variants of 'two-iced smoothies' for adults, which it has created in-house.

A McDonald's spokesman said: 'We knew that while parents appreciated the nutritional benefit of fruit smoothies for kids, they were widely considered a standalone snack or treat, rather than a meal accompaniment.'

- Magazine circulation figures fall

There was no notable Jubilee or Olympic bounce for most UK magazines in the first six months of 2012, according to the latest ABC figures, writes Arif Durrani.

The total circulations of the top 100 actively purchased magazines fell by a further 4% in the first half of the year compared with the first six months of last year, led by double-digit falls in the celebrity, women's lifestyle and men's lifestyle sectors.

Bauer's weekly fashion magazine, More!, had the biggest decline in circulation, losing more than a third of its copy sales in the past year. Meanwhile, IPC's men's magazine Nuts slipped under 100,000 sales a week after falling 21% year on year to 85,081, as did Bauer's men's monthly, FHM, which was down 12.7%, to 92,626.

However, the news and current affairs sector remained popular among readers, posting a year-on-year increase of 5.4%, led by weekly The Economist and the fortnightly Private Eye.

For the full ABC figures, visit brandrepublic.com

- Dorothy Perkins signs Kardashians

Dorothy Perkins has agreed a deal to bring a clothing range designed by US socialite sisters the Kardashians to the UK for the first time, writes Matt Chapman.

Arcadia-owned Dorothy Perkins will stock the range in more than 250 of its stores, including shops within BHS. The Kardashian Kollection will also be sold online on the chain's website and be available in a further 13 countries via franchise stores.

Dorothy Perkins will begin selling the range, comprising more than 100 ready-to-wear pieces and handbag collections, in mid-November, with footwear to follow in early 2013. Sir Philip Green, the Arcadia boss, said: 'Having reviewed the product a few weeks ago, I felt there was an excellent fit for Dorothy Perkins.'

- Virgin Trains future uncertain

The future of the Virgin Trains brand is uncertain after it lost its last remaining franchise to rival FirstGroup last week, writes Daniel Farey-Jones.

Speaking to the media, Virgin founder Sir Richard Branson cast doubt on whether it would bid for any more lines. Branson took the Virgin brand into rail in 1997, winning the West Coast mainline franchise. …

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