Magazine article Marketing

The Week in Marketing

Magazine article Marketing

The Week in Marketing

Article excerpt

- McEwan's Scots push

McEwan's has launched a TV and outdoor campaign to demonstrate that the beer brand is an intrinsic part of Scotland's culture. It highlights Scots' fondness for using 'aye' in everyday conversation by adopting the colloquialism as the message. The TV ad, created by Clarity, will run on terrestrial channels in Scotland until November, with posters at sites across the country.

- Panasonic-Sky 3D tie

Electronics manufacturer Panasonic has signed a six-figure deal to sponsor films on the new Sky 3D channel as part of its pounds 10m pre-Christmas campaign to support its range of 3D TVs. The campaign's 2D element, which has already launched, will be remastered by Panasonic and broadcast in 3D from this week.

- Marmite chocolate

Marmite is launching a chocolate bar, Very Peculiar, in time for Christmas. The 100g milk-chocolate bar has a hint of the Unilever-owned yeast spread brand's famous flavour. The bars are being rolled out to BHS and Debenhams stores this week, and will be supported by in-store activity.

- Virgin Atlantic ads

Virgin Atlantic has launched its first TV ad campaign in the UK for two years - and its first to be aired in the US. The pounds 6m global initiative, created by RKCR/Y&R, is called 'Your airline has either got it or it hasn't'. It features airline staff in a series of surreal vignettes to highlight the perks of flying with the carrier.

- Treasury Wine rejig

Richard Trimby, marketing director of Treasury Wine Estates EMEA, has left the company following a restructure of business operations. As a result of the shake-up, Treasury Wine Estates, which owns brands including Penfolds, Wolf Blass, Lindemans and Rosemount, has created three business units. They will focus on the key markets in mainland Europe and the specific needs of the Nordic region, as well as the UK and Ireland.

- Dove backs hair range

Unilever-owned Dove has invested pounds 3.6m in a TV ad campaign in support of its relaunched haircare offering.

The range, which has been renamed Dove Damage Therapy, includes products solely focused on repairing damaged hair.

- Mobile firm axes roles

Everything Everywhere, the joint venture between Orange and T-Mobile, is shedding 11 brand-marketing roles as part of a restructure that will involve the company shedding 1200 staff. The cuts follow a consultation that looked at duplicated roles across the two companies. The cuts will be made in the brand and communications team.

- Juices debut in Asda

Don Simon, the Spanish drinks company, will launch Juice Out drinks in Asda stores on Friday. Integrated agency Life has created the brand, which is positioned as 'artificial-free' and uses only natural fruit ingredients. The brand aims to tap into demand for healthy lunchbox items for fourto 11-year-olds. The drinks will be rolled out in other supermarkets early next year.

- Unilever sell-off?

Unilever is contemplating offloading its Chicken Tonight and Ragu sauce brands in the UK and Eire, as part of a review of operations. The company acquired the Knorr-branded products in 2000, following its merger with Bestfoods. The FMCG company would retain the Ragu brand outside the UK.

- Superdrug back on TV

Superdrug has returned to TV this month after a 10-year absence with a campaign that introduces Gavin and Stacey star Joanna Page as its brand ambassador. Dan Jarvis, Superdrug head of marketing, said the campaign, created by HMDG, aimed to encourage consumers to 'take another look' at the retailer. …

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