Magazine article Marketing

This Week

Magazine article Marketing

This Week

Article excerpt

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

- Coke helps Brits work it out

Coca-Cola GB has developed a 'Work It Out' calculator, an online tool to help consumers balance their calorie intake against their 'energy output', writes Loulla-Mae Eleftheriou-Smith.

The calculator suggests activities that consumers can undertake to burn off the calories contained in its drinks, or another number of calories specified by the user.

The calculator can be found in the 'Health' section of Coca-Cola's UK website, which includes a 'caffeine counter' that enables consumers to monitor their daily intake of caffeine from food and drink products.

The launch of the tool is part of Coca-Cola's commitment to the government's Responsibility Deal, pledging to reduce the average calories per litre in its range of carbonated drinks by 5% by the end of 2014.

- Acer hires Megan Fox for ads

Acer, the Taiwanese computing brand, has signed up Hollywood actress Megan Fox for a global ad campaign, as the brand's new chief marketing officer, Michael Birkin, seeks to make it more 'aspirational', accompanied by a more premium positioning, writes Matt Chapman.

Transformers star Fox reveals her 'hidden ambition' is to become a marine biologist in the 'Explore beyond limits' campaign for Acer's flagship Aspire S7 Ultrabook product.

It follows Acer's previous global campaign in which 24 actor Kiefer Sutherland parodied his tough-guy image by making 'Dynamite Cupcakes'.

Birkin said: 'We want to be a premium provider at affordable pricing but driven by the aspirational dynamic which is for people to explore things they didn't think they could do.'

- Comet close to burn-out

Comet has filed for administration, putting about 6000 jobs at risk at the struggling electrical-goods retailer.

The retailer confirmed last week (1 November) that it had filed a notice of intent to appoint Deloitte as administrators.

The news comes less than a year after the chain's former owner, Kesa, sold it to a private-equity-backed firm for pounds 2. Comet was bought by Hailey Holdings and Hailey Acquisitions, backed by private equity firm OpCapita, last November.

At the time, the business' new owner promised to keep the Comet chain as a going concern for 18 months, after which it said it would close some of the 250 stores to strip out costs.

The potential disappearance of Comet from the high street would leave Dixons Retail, owner of the Currys and PC World chains, as the only major consumer-electronics retail brand with a physical presence in the UK. MC

- Bacardi's top marketer departs

Silvia Lagnado, the chief marketing officer of Bacardi and president of Bacardi Global Brands, is leaving the company in the next few months 'to pursue other interests', writes Daniel Farey-Jones.

Bacardi, which owns the eponymous white-rum brand as well as Grey Goose vodka, Dewar's whisky and Martini vermouth, said a replacement would be announced 'in due course'.

Lagnado joined Bacardi in 2010, having worked at Unilever for 24 years.

At the latter she worked on the Dove toiletries brand, including activity such as the 'Campaign for real beauty', but was most recently executive vice-president for savoury products.

Separately, Bacardi has announced the promotion of Dmitry Ivanov, manager of its operations in Russia, to become senior global category director of rums, responsible for 'developing the global marketing vision and premium positioning' of its rums portfolio.

- Disney buys Star Wars franchise

Star Wars creator George Lucas has agreed to sell his production company, Lucasfilm, to entertainment giant Disney for dollars 4.1bn (pounds 2.5bn), with a new Star Wars film planned for release in 2015.

The purchase price is close to the dollars 4. …

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