Magazine article Marketing

The Week in Marketing

Magazine article Marketing

The Week in Marketing

Article excerpt

- Cravendale fresh ad

Cravendale has released the latest in its series of animated TV commercials aimed at conveying the freshness of its milk. The campaign, created by Wieden & Kennedy, features the brand's Cow, Cyclist and Pirate characters and uses the strapline 'Cravendale stays fresher for longer'. The ads will also run online on 4oD and ITV Player, and there will be separate executions for radio and print.

- Hovis hires cyclist

Hovis has unveiled a three-year marketing initiative that positions British Olympic cycling champion Victoria Pendleton as its brand ambassador for a series of campaigns. The 29-year-old track cyclist will be used to realign the Premier Foods bread brand, best-known for its 'boy on a bike' ads, with healthy-eating messages.

- Creme Egg push

Cadbury is marking the return of the 'Creme Egg season' with a digital drive entitled 'Your country needs goo'. The campaign, which continues the 'goo on the loose' theme used in previous years, incorporates a range of social networking sites, games and the relaunch of the brand website. It was created by CMW.

- Santander rebrand

Santander, the Spanish banking group, is to introduce its own brand to the UK high street. All branches of its Abbey, Bradford & Bingley and Alliance & Leicester banks will be renamed as part of a nationwide rebranding that will be rolled out during this year.

- Burberry campaign

Burberry has launched a spring/summer campaign featuring Harry Potter star Emma Watson, who became the face of the luxury clothing brand in June. Watson's younger brother, Alex, also appears in the ads. The activity will include press ads and run on online platforms including Facebook and YouTube.

- Peugeot sales up

Peugeot is launching a fresh visual identity and brand strategy to mark its 200th anniversary. The marque's lion motif has been resdesigned in a 3D format and its marketing will carry the strapline 'Motion and emotion'.

- ISBA raps placement

ISBA has raised objections to the introduction of product placement in UK TV shows. In its response to the government's consultation on the issue, the ad industry body said it would lead to a double disadvantage of higher costs for advertisers and more complaints from the viewing public.

- Glaceau adds flavour

Coca-Cola has unveiled an additional flavour for its Glaceau Vitaminwater drink following a promotion run on the brand's Facebook page. Bottles of Connect, which will be available to consumers in the US from March, carry Facebook-style branding and text, with references to 'untagging', 'friend requests' and 'photo stalking'.

- DoH plans pitch

The Department of Health (DoH) is preparing a marketing drive to highlight the problems caused by dementia. The COI has drawn up a shortlist of agencies to pitch for the work. The successful agency will be tasked with raising awareness and providing information for people who care for dementia sufferers. Last year, the DoH launched the first National Dementia Strategy, comprising a series of initiatives aimed at improving the lives of sufferers and their families.

- Meerkat's epic ad

Comparethemarket.com has rolled out the latest ad in its 'Comparethemeerkat' campaign. The 60-second film, entitled 'The Journey of Courageousness', was created by VCCP and debuted on ITV1 last week The epic-movie-style ad, supposedly written by brand character Aleksandr Orlov, tells the story of how meerkats, which normally live in the Kalahari Desert, ended up in Russia.

Watch the ad at marketingmagazine. …

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