Magazine article Marketing

Editorial: The Ad Is Just the Start

Magazine article Marketing

Editorial: The Ad Is Just the Start

Article excerpt

Unilever has delivered a timely reminder that advertising is simply the cream of 360 degs marketing.

This week we report on the latest execution in Dove's 'Campaign for Real Beauty': a dedicated digital channel. It will have editorial content and is designed to attract debate and feedback. When the Real Beauty campaign was launched in 2004, it was not immediately obvious where the brand's owner, Unilever, was going with the idea, but it has since proved that the concept has gone far beyond advertising. The ads have attracted PR, plaudits and, of course, sales. As well as successful online campaigns, the thought process runs to point of sale, packaging and cause-related marketing.

A similar view has been taken by Marks & Spencer's chief executive, Stuart Rose, who dubbed 2005 the 'year of the chocolate pudding' when he unveiled a sparkling set of Christmas sales results three years ago. He was referring to the retailer's ad for its melting chocolate dessert, which prompted a huge surge in food sales. The advertising may have moved on from oozing chocolate, but the simple idea of focusing on the product has remained at the heart of its food marketing since. Rose has also said he has no plans to change it, despite a sales glitch after last Christmas.

In the same vein, Cadbury Schweppes chief executive Todd Stitzer referred to 2007 as the 'year of the gorilla'. He was, of course, referring to Cadbury Dairy Milk's drumming gorilla ad, which it credited with fuelling a 9% lift in sales in the period in which it ran. …

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