Often Copied. Never Equalled

Charles Caleb Colton the eccentric English writer said that “imitation is the sincerest form of flattery”. There is evidence of this across every walk of life. The best chefs have their recipes copied, the most impressive paintings are reproduced as prints and the most popular songs are the ones belted out at karaoke bars.  In a competitive business environment things are no different. The best food brands see their products imitated by own brand rivals and so on and so forth. When imitation is so common and easily done it becomes difficult for brands to distinguish themselves from their rivals and establish the image of being the best option in the eyes of their target market.

The Volkswagen Golf is the world’s second highest selling car ever. Its different models have won countless awards over the years and established the image of being the best hatchback on the market. A source of frustration for VW over time has been the inevitable efforts of competitors to communicate to customers that their offerings are every bit as good as the Golf. Volkswagen has successfully made light of this in the past with the campaign “Why drive something like a Golf when you can drive a Golf?” This was a very blunt but effective way to illustrate to consumers that the Golf was the benchmark in the market that all others strove to imitate so why bother with them when you can have the real thing.

This approach was so successful that it has been revisited for the launch of the new Golf GTI through the “My Way” ad. The ad features a number of karaoke hopefuls offering their personal take on how best to imitate the popular song “My Way” before presenting viewers with the original version as the new Golf GTI enters the screen driving through Las Vegas before demonstrating the cars handling capabilities going through a series of impressive manoeuvres. From start to finish I think it’s an extremely effective ad as its unique start creates curiosity that keeps viewers engaged so they are paying full attention when Volkswagen’s message is delivered.  The point the ad gets across is that like the famous Frank Sinatra song, many have tried to imitate the Golf but none have come close to the original, hence the tagline “Often copied. Never equalled”.

Shane Kelly

Volkswagen Side Assist

Volkswagen have launched a new range of technology called the VW Side Assist. It has been designed to take the strain off the driver when changing lanes by complementing both the exterior mirrors and the driver's method of glancing over the shoulder.

The Side Assist uses two radar systems placed at the rear of the vehicle to warn the driver of danger. The system scans up to 50 meters behind the vehicle and the blind spot either side of the vehicle. It is activated by pressing a button and will only work at speeds above 60 km/h.

Side Assist then signals the driver if any vehicle is within the critical zone for a lane change. The Side Assist will notify the driver regardless of whether a lane change is in progress or not. When a vehicle is in the critical zone the system alerts the driver by switching on a light on the exterior mirror on the side that hosts the potential danger. If the driver continues to indicate despite the light having switched on, the light then becomes brighter and begins to flash rapidly so as to draw further attention to the potential danger.

To gain awareness, Volkswagen launched a humorous print campaign using many well-known doomed events such as Hannibal Lecter, the Trojan Horse and Bonnie and Clyde. The print ad simply states "see things before they get dangerous", implying that the situation could have worked out differently if these people had seen the danger before it occurred. This is to mirror the Side Assist which will allow for fewer accidents on the roads through allowing drivers to see the dangers before they happen.

Volkswagen combined the print advertisements with a viral campaign using YouTube's already existing frame-by-frame technology. When watching the video the public is probed by a man standing on the pavement to place their mouse on a specific point of the YouTube play bar. A frame then pops up illustrating a second man falling from the sky, the man on the pavement seeing this then steps to the side to avoid the impending danger. This clever use of YouTube's resources allows Volkswagen to display, in an innovative and budget friendly way, the principal behind Side Assist.

On a personal note, I feel that while the campaign is very clever and draws attention to the new product, it neglects to fully explain how the technology works. In a cluttered market, is it enough for Volkswagen to use innovative advertisements to grasp the target audiences attention? Or must there be a factual component to the advertisement, highlighting how the technology functions?

Tayto Launch Limited Edition Package "As Gaeilge"

Tayto has announced the arrival onto shelves nationwide of a limited edition Tayto Cheese and Onion 6-pack designed completely ‘as Gaeilge’.

The pack celebrates Tayto as a proud Irish product that has been on shelves since 1954, now selling over one million units worldwide each day.

Tayto said that they expected it to be a ‘much sought after’ item with the run up to St. Patrick’s Day and during Seachtain na Gaeilge which took place from March 4th until March 17th. Gaeilgeoir and Irish model Roz Lipsett launched the campaign earlier in the month.

The new Tayto pack pays homage to the retro 1980s design.                                        
A limited amount of the new Tayto packs 'as Gaeilge' will be sold in supermarkets nationwide for eight weeks.

Megan Fitzgerald
Marketing Advisor

Topshop teams up with Google+ for LFW

London fashion week has always been an exclusive experience that was only available a select few, but this year that has all changed. At the 2013 LFW Topshop teamed up with Google plus allowing people to watch the show in real time from the comfort of their sitting rooms.

The fashion show was aired on Topshop’s own website, YouTube and Google+. Cara Delevingne and Jourdan Dunn wore outfits fitted with micro-cameras allowing home viewers a model’s eye view of everything both on stage and back stage.

Google Hang Out events were set up to allow people at home to speak directly to designers and fashion editors after the fashion show and a Be the Buyer App allowing users to curate the collection and get tips from the buyers on how to put the looks together at home.

This is not the first digital innovation Topshop has been a part of. In 2012 Topshop collaborated with Facebook for LFW for its premium ‘Unique’ line. The link allowed 2 million digital users in 100 countries to view the show as it happened and shared it instantly via their Facebook page and buy the lipsticks that the models were wearing. Until the 2013 LFW collaboration it was the most watched live catwalk show ever.

In the first five days since the collaboration’s live video initiative began, there have been more than 4 million views across a multitude of platforms.  The show was streamed not just to Topshop’s own site, but also via embedded media players on news sites and top fashion bloggers and, of course, in the window of the iconic Oxford Circus store.  In the first five minutes of the live show there were more than 200,000 social media shares across all the social networks using the Shoot The Show feature.

Maria Morrissey
Marketing Advisor

Dismissing Social Media

Robin Kiely is the new Head of Communication for the budget airline Ryanair, and as part of his new position he has looked at the relevance of social media. While he agrees that some other airlines may use Facebook as a means of communication, he stated that “a Facebook account would not be helpful” to Ryanair.

Ryanair is sticking to its budget nature in not wishing to spend resources on having to hire more staff dedicated to the social media site. He stated that if customers wanted to get in touch the existing methods are still available, referring to their brands customer car line.

While it is commendable that Ryanair recognise the need to manage the page, when other brands fail by leaving their page without a plan, it seems that Ryanair may be shying away from social media to avoid the likelihood of the sites becoming a place on which dissatisfied customers can vent their anger.

The question is, should this fear still be relevant? With the way social media is going brands should have established content plans and rules of engagement for fans to abide by.

Although Ryanair do not spend very much on advertising, PR is of huge importance to the brand and a presence on social media could increase customer interaction and engagement. 

Ryanair is hugely online based with its flight booking and check-in systems so it would make sense to have an online system by which customers could engage with the brand itself.

So are Ryanair right in avoiding the social media and sticking to traditional media, or will this avoidance come as a disadvantage to the future prospects and advancement of the brand?

Claire Mc Nally, 

Marketing Advisor

QR McDonald's Marketing Form

Following up on the Coca-Cola anti obesity campaign, McDonald's is now offering nutritional information via QR code form on it's beverages and packages, following the healthy path companies are trying to create.  This has started on McDonald's products in the United States and will continue to world wide McDonalds' through out the year.

It is another controversial brand informing consumers about the health of their product.  The designs will be featured on all carry-out bags and fountain beverage cups.  These QR forms will also be communicating "brand stories" and delivering facts with a mix of text and illustrations.

McDonald's wants to engage with customers in relevant ways and celebrate their brand. Customers will be understanding where the food came from and the origin of the beef. Customers want to know more about the food they are eating; McDonald's feels this is the most innovative and cost effective way to produce engagement with McDonald's consumers. 

McDonald's feels they will have success due to their gathered consumer input on the new designs. The Global Advisory Council emphasized the importance of providing access to nutrition information and support using the packaging to connect customers to facts about menu items. The text is offered in 18 different languages.

Is it smart to put the QR code on the carry-out bags, as this would be after a McDonald's purchase and consumers would have already purchased their products. Is it smart for McDonalds to produce this QR form, do you think it will produce a high amount of brand engagement?

Signed: Christina McCarthy 29/1/13

Coca-Cola Obesity Campaign

An anti-obesity ad rolled out this week from an unlikely source: Coca-Cola.

The world's biggest beverage company debuted the "Coming Together" commercial in hopes of flexing its marketing muscle in the debate over fizzy drinks and their impact on public health.

Attempting to make consumers aware of the calorie content in its fizzy drinks.

The theme ties into the company's "Live Positively" and "Open Happiness" campaigns.

The soft drink giant unveiled a campaign that will take on what it's calling "the issue of this generation." The first ad in the campaign, the 2-minute spot, notes that Coke can "play an important role" in the fight against obesity. The ad also points out that of its 650 beverages, Coca-Cola now offers 180 low- and no-calorie choices. In addition, the company has introduced smaller-portion drinks which Coke intends to have in 90% of the country by the end of the year. It's unclear whether another ad in the series will run during the Super Bowl. Coke has purchased three 30-second spots during the big game.

In  the campaign, Coke cited several anti-obesity initiatives, including nutrition labeling, school beverage guidelines and Coca-Cola Troops for Fitness, which offers "military-style fitness classes like calisthenics, sit-ups, push-ups, pull-ups and other fitness and nutritional techniques to families in communities most in need of wellness services."

The push comes after the Center For Science in the Public Interest has been a vocal critic of Coke, linking its soft drinks to obesity and diabetes. The beverage giant is diving face-first into the fray about sugary drinks and health, releasing a two-minute commercial, helping to solve the problem while simultaneously trying to shift some of the blame to other, unnamed foods and, perhaps most oddly, to consumers themselves. Or, as the voiceover gleefully chirps, "If you eat and drink more calories than you burn off, you'll gain weight!" Thanks for the pointer.

Michael Jacobson, executive director of the CSPI offered the following statement about the campaign on its Facebook page:

"They're trying to stem the tide of criticism by taking a page out of crisis control 101, which is to pretend like they're concerned about the issue. If they were serious, they would stop advertising full-calorie drinks, charge less for lower calorie options, and stop fighting the soda tax. They're just running feel-good ads aimed at neutralizing criticism."

What do you think of Coke's new campaign?

McDonald's is launching a new global packaging design that uses QR codes to give consumers nutritional information about their food. It is the next brand to promote informed decisions about health. Are Coke and McDonald's starting a new trend for companies?!

Fiona Lucey
Marketing Advisor

Advertising standards and the level of complaints received in 2012

This year the Advertising Standards Authority of Ireland (ASAI) and the Broadcasting Authority of Ireland (BAI) received a record number of complaints. Over 2000 complaints were received in the 12 month period. 

This represents an increase from the average 1500 complaints received yearly.

The highly controversial Paddy Power advertisement ‘Ladies Day at Cheltenham’, topped the pole. This advertisement posed a question to its viewers to spot whether the women in the advertisement were born female or were transgendered. The catch line for this advertisement was “Separate the stallions from the mares”.  This video was withdrawn prior to determination of the case, however it’s still available on Youtube.

Other advertisements that encountered complaints were a nightclub’s Facebook campaign and billboards opposing abortion.

As these boards have limited scope to deal with areas such as political and religious advertising there is likely to be reform in advertising standards this year with investigations already in place.

This poses the question:  Is the value of creating a non-traditional “controversial advertising campaign” outweighing the traditional medium of advertising. It certainly appears so!

Giants such as Paddy Power revel at the idea of media attention and controversy. Power said himself that he “makes no apology for pulling all the stops and building the brand around gimmicks and ads to amuse people and earn media attention”.

The success attached to such controversial campaigns is likely to increase the amount of complaints received year on year which leaves with the question: Will advertising standards solve this or drive further media attention?

Stephen King (Marketing Advisor) 07/01/13

Gun Control in America

Recent events have re-opened the debate for stricter restrictions on gun control in America. The Government has constantly in battles with the biggest pro-gun rallying organisation, the NRA in attempts to tighten gun control. The second amendment of the constitution gives Americans the right to bear arms. However, following the recent shooting in the Sandy Hook Elementary school in Connecticut has led to protests at the NRA headquarters near Washington DC. On top of this the White house has also spoken out against guns. Vice President Joseph Biden is considering measures that would require universal background checks for gun buyers and track the movement and sale of weapons through a national database.

While the shootings in Sandy Hook has been the catalyst for these talks mass shootings is not a new problem in America. In reality the problem stems much deeper. Thirty-four Americans are killed every day by firearms. Each year, on average, 100,000 Americans are shot with a gun. Of these, over 31,000 are fatalities, 11,000 of them murders and 18,000 suicides. While the Sandy Hook shootings was the worst of the mass shootings this year, there was 15 more mass shootings in America in 2012. They are:

1. February 22, 2012—Five people were killed in at a Korean health spa in Norcross, Georgia, when a man opened fire inside the facility in an act suspected to be related to domestic violence.
2. February 26, 2012—Multiple gunmen began firing into a nightclub crown in Jackson, Tennessee, killing one person and injuring 20 others.
3. February 27, 2012—Three students at Chardon High School in rural Ohio were killed when a classmate opened fire.
4. March 8, 2012—Two people were killed and seven wounded at a psychiatric hospital in Pittsburgh, Pennsylvania, when a gunman entered the hospital with two semiautomatic handguns and began firing.
5. March 31, 2012—A gunman opened fire on a crowd of mourners at a North Miami, Florida, funeral home, killing two people and injuring 12 others.
6. April 2, 2012—A 43-year-old former student at Oikos University in Oakland, California, walked into his former school and killed seven people, “execution-style.” Three people were wounded.
7. April 6, 2012—Two men went on a deadly shooting spree in Tulsa, Oklahoma, shooting black men at random in an apparently racially motivated attack. Three men died and two were wounded.
8. May 29, 2012—A man in Seattle, Washington, opened fire in a coffee shop and killed five people and then himself.
9. July 9, 2012—At a soccer tournament in Wilmington, Delaware, three people were killed, including a 16-year-old player and the event organizer, when multiple gunmen began firing shots, apparently targeting the organizer.
10. July 20, 2012—James Holmes enters a midnight screening of The Dark Knight Rises and opens fire with a semi-automatic weapon; twelve people are killed and fifty-eight are wounded.
11.  August 5, 2012—A white supremacist and former Army veteran shot six people to death inside a Sikh temple in suburban Milwaukee, Wisconsin, before killing himself.
12. August 14, 2012—Three people were killed at Texas A&M University when a 35-year-old man went on a shooting rampage; one of the dead was a police officer.
13. September 27, 2012—A 36-year-old man who had just been laid off from Accent Signage Systems in Minneapolis, Minnesota, entered his former workplace and shot five people to death, and wounded three others before killing himself.
14.  October 21, 2012—45-year-old Radcliffe Frankin Haughton shot three women to death, including his wife, Zina Haughton, and injured four others at a spa in Brookfield, Wisconsin, before killing himself
15. December 11, 2012—A 22-year-old began shooting at random at a mall near Portland, Oregon, killing two people and then himself.
16.  December 14, 2012—Adam Lanza murders a reported twenty-six people at an elementary school in Newtown, Connecticut, including twenty children, before killing himself.

This highlights that the problem is bigger than any one event. There must be some action taken to try to help prevent such atrocities happening in the future. The NRA feels that the guns aren’t the problem and that the problem lies with the mentally unstable using them. But the guns ended up in their hands due the general availability of guns. You can go into Walmart and buy assault rifles along with your weekly grocery shop. There seems to be something wrong with that picture. But even some members of the NRA are finally identifying with this as Virginia Senator Mark Warner who has been awarded the NRA's highest member rating, has said “enough is enough.  We all need to come to the table and end up with appropriate restriction.” A Gallup poll released recently showed that 58 per cent of Americans now support new gun-control laws, up from 43 per cent in 2011. It’s good to see such a jump but these restrictions need to be put in place soon to help prevent such events happening in the future.

The NRA has to realise that their proposed solution of people carrying more firearms for protection is not the way forward. However, this just doesn’t make sense to me you don’t combat an addiction with more heroin, Alcoholism with more drink so why would you try to combat shootings with more guns? They propose that there should be armed guards in all schools. Really what needs to be done is to impose stricter regulations on the purchasing of guns. An in-depth background check for each potential buyer including a mental health evaluation should be imposed. As proposed by the vice president there should be more diligent tracking on the movement and sale of weapons through a national database. These restrictions along with others could help to prevent the guns falling into the wrong hands. Hopefully some good can come from the Sandy Hook shootings in the form of new gun laws to help to prevent such mass shootings from happening again in the future. The time for change is now.

Cian Kiely – Marketing Advisor

Daily Mail Launches Fashion Sharing Website and App

The group behind the popular newspaper The Daily Mail, have this month launched a fashion wearing website and mobile app called 'Today I'm Wearing.' 

The new site allows followers to upload pictures of themselves wearing their favourite items of clothing. They can then tag these items, allowing viewers to see where they got them and how much they cost. The website has also been partnered with fashion search engine 'ShopStyle' to allow users to then shop online and make a purchase based on other people's uploads.

Users can 'follow' certain profiles much like Twitter in order to keep up to date with their favourite profile's latest outfits. Registered users can also post comments underneath pictures to give uploaders feedback on their clothes.

It is thought that the Daily Mail group are looking to build on their strong 18 - 35 year old following that it has developed largely thanks to its popular entertainment website. The latest website and app combination was launched before Christmas in an attempt to gain a user base and identify teething problems before a full  advertising and promotional campaign begins for the service in the new year. However, signs are promising for the newspaper group, as 3,000 people have already downloaded the newly available app.

There is a wider issue that must be examined in light of this new service however. In the wake of recent cyber-bullying tragedies in this country, offering a platform for young adults to post comments about people's styles and looks may prove an unpopular venture among parents. The newspaper group will have to monitor content carefully or what initially started as a clever brand extension may prove to be more of a hindrance rather than a help. 

Luke Jordan - Marketing Advisor

Australian Cigarette Packaging

Over the past decade there has been enormous changes in legislation relating to the sale and promotion of Tobacco. On 1^st December 2012, Australia implemented new legislation that has set the bar even higher in terms of how cigarette brands are sold.

Now, all brands of cigarettes in Australia must be sold in the same brown package. These packages carry graphic images and health warnings. The Australian government aim to remove the glamour from smoking, they intend to reduce the level of smokers from 15% to below 10% by 2018. The initiative is particularly focused on the prevention of teenagers taking up smoking in the fist place. However, the move is also set to reduce the number of those smoking also. Research found that when a particular brand was given to a sample of 640 people from the branded packaging and from plain label packets the branded packet scored higher in terms of taste, flavour and aroma.

Cigarette companies did take this new legislation to the high court on the grounds that in infringed on their intellectual property, however the courts ruled against their case.

The hope is that now other countries will follow suit, in particular the EU have shown signs of adopting similar legislation surrounding the sale of cigarettes.

Is this initiative something that should be introduced into Ireland and would it have the desired affect, ie reducing the number of smokers and preventing teenagers from starting in the first place? 

‘Happiness’ drives another new business venture for Coca-Cola

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The notion of Happiness is something Coca-Cola has long been incorporating into its brand DNA. With an estimated brand equity of $72 billion, Coca-Cola has well and truly hit a soft spot with consumers. Now, the company is seeking to expand this joy into the realms of social media, through the launch of a new photo app, ‘Happy Places’. 

 The free mobile app is aimed at encouraged people to share their happy moments with friends.

“Your day, your friends, your trips, your music… your life is full of happy moments worth storing and sharing. 
Happy Places by Coca-Cola is that place where you can upload photos of your happy moments, share them, and remember them any time you want” - Coca-Cola

Users will be able to view and comment on friends’ pictures just as with the likes of Instagram. There is also the option to follow hashtags, such as #music #festivals and #dogslife. This will allow users to keep up to date with friends’ photos that fit prioritised "moments."

Versions of the Happy Places mobile app for both Android and Windows phone are currently not available for download, but the app is available for iOS users through the iTunes store, which was released on November 1^st 2012. The website www.happyplaces.com, registered in June, is currently still inactive.

The absence of Instagram-esque filters on Happy Places might mean it is at a disadvantage when compared to its competitors. There are circulating rumors that Twitter is launching their own photo filter, cementing the trend that customers want an artistic component offered in their photo apps. 

It will be interesting to see how far a global company such as Coca-Cola can push this app. The fact that the company has such an international presence means there is potential to reach out to a whole new audience that most photo-sharing services have never dreamed of. 

Once the website is launched, we will have more details on the service. For now, I don’t think that the Happy Place photo app will make as big a dent in social media as the likes of Instagram, as the service offering seems limited in comparison. In my opinion, the availability of editing options is the key to the success of photo apps. Everyone wants to an artist, to make a statement in ‘vintage fade’ or ‘colour shock’, and the likes of Instagram’s filters have made this possible at the touch of a button.

 

Sharon Donnelly - Marketing Advisor

Ms Halappanavar died at the Galway hospital on October 28th of septicemia seven days after she presented with back pain. She had been 17 weeks pregnant and her husband says she asked repeatedly for a termination over a three-day period but was refused, as there was a  heartbeat present.

The inquiry team has seven members. Its chairman, Prof Sir Sabaratnam Arulkumaran, head of obstetrics and gynaecology at St George’s Hospital, University of London, said it was important to have representatives from Galway University Hospital on it to allow the panel to compare the guidelines in use there with the national and international guidelines.

The investigation into the death of Savita Halappanavar will now be “utterly independent’’ of Galway University Hospital, Taoiseach Enda Kenny has said.

The husband of the late Savita Halappanavar wants employees of Galway University Hospital removed from the inquiry established by the Health Service Executive into her death.

Mr Higgins said the investigation into Ms Halappanavar’s death must ensure “above all else” that women will be safer and get the medical services during pregnancy to which they are entitled. He was responding to questions from local journalists during an official visit to Liverpool and Manchester.

The inquiry to come into the tragic death of the young Indian woman must meet “the needs of the public’s concern, the need of the family and meet the need of the State”.

The HSE  published the terms of reference of its inquiry and named three new members, two Irish and one from England, of the inquiry team. These replaced the Galway-based consultants who stepped aside in an unsuccessful attempt to meet the objections of Mr Halappanavar.

The report to be compiled by the team will not identify staff members involved in the treatment of Ms Halappanavar or any other names, according to the terms of reference.

The death sparked off a heated debate and protests in Ireland for a change in the country's abortion laws. Around 10,000 people marched through Dublin on November 18 during one such protest.

Niamh Cusack- Marketing Advisor 

Paddy Power Obama Campaign - An Intelligent Publicity Stunt or A Step Too Far?

The U.S. Presidential Campaigns of both Barack Obama and Mitt Romney have been the centrepiece of international news across the globe over the past few weeks. However, last week the spectacle came to an end as the American people took to the poll's to choose the next leader of their country. Although the U.S. polling day was set for the 6th November, Paddy Power were so sure of themselves and confident in the success of an Obama win that they declared they would begin paying out to all punters who backed Obama to win from Sunday the 4th of November.

A spokesman for Paddy Power explained how the company felt that Obama's win was a "nailed on certainty" making the possibility of losing the €500,000 associated cost of an Obama loss extremely irrelevant to the company:

Romney gave it a good shot and is doing well in the popular vote, but we suspect he’s had his moment in the sun and is likely to be remembered more for his legendary gaffes than Presidential potential.  

The overall betting trend has shown one-way traffic for Obama and punters seemed to have called it 100 per cent correct.  

Despite Romney appealing to the large evangelical and senior vote, America’s sticking with black and cool.

So this may all seem like a bit of harmless fun and an intelligent risk worth taking for the betting company that is known for its wild marketing and advertising campaigns. However, many have criticised the company for its print media campaign that was launched in support of the Obama payout:

The Advertising Standards Authority of Ireland stated on Monday the 5th November that they would be launching a full investigation into the matter after receiving a public complaint in relation to the advert. Ken Robertson, a spokesman for Paddy Power defended the half-page advert stating the company did not create an ad that was meant to be racist or stereotypical. He added that in keeping with previous campaigns developed by the international company, it was "edgy, if not a little bit provocative but always funny".

So how would you rate the overall marketing campaign engaged by Paddy Power? Personally, I think its another example of the smart marketing that the company is consistently famed for using. It has caught international headlines across the world, has got people talking about the brand yet again and all for a feeble cost of a 1/2 page print advert in a local Irish newspaper. A single complaint to launch an investigation seems unrealistic, I might go as far as saying it may have been Paddy Power themselves who issued the complaint - more media attention, more hype - more brand awareness.

Overall the campaign has had one question resonating in my mind - what's next Paddy??

 Jennifer Beirne - Marketing Advisor

Facebook is testing a retail-friendly “Want” button

Facebook is testing a retail-friendly “Want” button accompaniment to the “Like” button, which could help Facebook increase revenue through sales commissions and ads. Facebook is working with seven retail partners in the beta test, including Pottery Barn, Wayfair, Victoria's Secret, Michael Kors, Neiman Marcus, Smith Optics, and Fab.com. Facebook users in certain areas have been able to click “Want” and “Collect” buttons upon products from the retailers.

Items that users “Want” will be saved in a collection or wish list. Also the wanted item will appear on the users’ timeline. In turn, Facebook friends will be able to look at a users' wants/collections/wish list and treat them.

During the test phase, Facebook will not get a commission for wish list purchases by Facebook friends. However, it is likely the social network will take a cut when the feature is rolled out properly.

Although Facebook won't get a cut of sales, Robert W. Barid analyst Colin Sebastian told Reuters that the "Want" button provides other opportunities for monetisation. "In addition to potentially collecting a transaction fee for referring users to an e-commerce site, Sebastian said that retailers might also pay Facebook to promote products featured on users' wish lists, similar to the way the Facebook's current ads function."

The “Collections” wish list feature will be gradually rolled out to all US users when the wish list feature is fully integrated into Facebook.

The Collections feature won't be a social plug-in or available outside of the Facebook site for now, the company said. It will be viewable by Facebook users on their News Feeds.

There was some talk at the time of the addition of a Want button for products, but more speculation centred on different variations of how a user might be able to signify that they'd consumed media.

Mengxue Zheng - Marketing Advisor

007 Loses his 50 year tradition

In recent times product placement has become more and more popular being used in anything with air time on our screens from day time TV, documentaries and movies. Product placement is where branded goods or services are placed in a context of being advertised in such things as movies, music videos, the story line of television shows, or news programs. Famous movies and TV shows that are popular for product placement are James Bond, Sex and the City, The Hangover, ET, The Office, Mad Men, Suits and Friends to name a few.

With the release of the 50 year anniversary bond movie “Skyfalls” this month product placement is set to go crazy. When you think of product placement through all the James Bond movies we automatically think of brands such as Dom Perignon, Rolex, Aston Martin and Walther PPK are all naturally linked to James Bond. In recent times they have changed Bonds habits and have changed the regular product placement to new brands which are Heineken, Range Rover and Coke Zero. James Bond has always drunk Vodka Martinis 'shaken, not stirred' since the line first appeared in Ian Fleming's novel Diamonds are Forever in 1956.

But Bond has hit hard times like the rest of the world and has been forced to sell himself to the highest bidders as film-makers MGM have tackled financial difficulties. It is believed that the Bond deal to swap Vodka Martinis for Heineken was worth a massive €35 million. They claim the movie could not have been made without the deal.

Although in my opinion, I do not know if this is the right move for the enterprise especially as it is an iconic 50 year anniversary release. But on the other hand will viewers even notice the difference?

Do you think €35 million was worth MGM changing 007 James Bonds trademark drink for a 50 year symbolic movie or do you think the change is a good for the move?

Nada Mousa- Marketing Advisor J

Express Yourself With Your Espresso

Screen shot of the 7-eleven website

Some Americans live and breathe politics, and now some of them can sip it.

With the U.S. presidential election just six weeks away, American consumers can slurp their morning coffee while toting a Democratic or Republican coffee cup from the 7-11 convenience store.

The store is running it’s 7-Election campaign for the third presidential election in a row. By purchasing the cups, participants can cast their vote with either the red Republican cup for presidential hopeful Mitt Romney or the blue Democrat cup for President Barack Obama.

Though it is considered to be an unscientific polling device, the results have been relatively accurate in the past. According to the store’s website, the cup's sales have echoed the popular vote in the last two elections and predicted the new president of the U.S. for both. 

As of last week Obama leads with 58% of the vote in cup sales, while Romney has acquired 42% of the votes. All of the participating states are blue for President Barack Obama, except for Idaho and West Virginia.

Beginning next week the 'mobile oval office tour' begins a road trip around the U.S. The company will tour in a truck containing a replica of the oval office in the White House while giving out free cups of coffee leading up to the elections in November. Voters can also have their pictures from the road posted on the 7-eleven website.

It is also a fully integrated marking campaign with the opportunity for voters to follow on social media as well. Consumers can download special edition Facebook cover photos for social media profiles complete with the 7-eleven logo and their preferred presidential candidate.

If the pressure of politics is too much while you’re waking up in the morning, there is also a purple, non-partisan vanilla-flavoured Slurpee to ‘chill out’ with all of the heated political talk. The tagline reads, “Chill with vanilla. Spread the peace.”

So whether voters pledge red, blue or purple, consumers can make their own judgement when it comes to their morning java. Wake up and smell the democracy!

Unilever’s Lynx ‘Newsjacks’ Prince Harry Vegas Scandal

Recently, Prince Harry once again hit headlines as naked photos of him on holidays in Las Vegas were published online. The photos were published on website TMZ on the 22^nd of August 2012.

St James’ Palace initially reacted by contacting the UK press through the Press Complaints Commission (PCC) in order to remind UK editors that the “pictures were private and any possible publication of the photos would intrude upon the Prince’s reasonable right to privacy” (campaignlive.co.uk). However, it would seem that the sheer scale of the internet coverage the pictures were receiving on the internet was just too much for The Sun, which decided to publish the pictures on the 24^th of August with the headline “Heir it is! The pic of Harry you’ve already seen on the Internet”.

In that issue of the Sun, Unilever decided to connect Lynx to the royal scandal by publishing two one-off tactical press ads which joke that it may have been caused by the ‘Lynx Effect’. The ads were created by Bartle Bogle Hegarty London and use the same typeface as the governments “keep calm and carry on” posters. The ad itself says “Sorry Harry if it had anything to do with us” and shows a picture of Lynx’s newest scent Lynx Attract. The two adverts are very much in keeping with Lynx’s long-running ‘Lynx Effect’ marketing strategy which markets the Lynx product as being irresistible to women.

It would seem that Lynx managed to ‘newsjack’ this story quite effectively. ‘Newsjacking’ is a relatively new concept, which means injecting your ideas into breaking news stories in order to try to generate media coverage at a very low cost. Successful attempts are rare but it would seem that Lynx managed it here.

Lynx’s social networking publicity more than doubled after the ad ran, with mentions of the brand on Twitter alone going from 1500 to 3300 daily mentions. Lynx reached 1.5% of Twitter with key words appearing with Lynx including “advert”, “today”, “Sun”, “great”, “Prince Harry”, “Vegas” and “love”. By Monday, Lynx had reached a score of 3% on Twitter with the word “clever” being referenced alongside Lynx. Furthermore, by Tuesday, Lynx’s score had increased again, now reaching 5% of Twitter newsfeeds, of which 59% belonged to those between the ages of 18 and 34 (you.gov.co.uk).  Interestingly, the Lynx Attract product is the first Lynx product to be released which includes a version for women and during the three-day period, between 48 and 52% of those hearing about Lynx on Twitter were women.

This is not the first time that Lynx and BBH have used Prince Harry in an advertising campaign. In November 2010, just two days after the engagement of Prince William to Kate Middleton, Lynx ran a seven day advertising campaign with the tagline ‘Keep up Harry’ at an estimated cost of £35,749. However, although a figure has not yet been released for the cost of the ‘Sorry Harry’ campaign, it is likely to have been much lower as the ad ran for one day only.

Personally, I really like this ad campaign by Lynx. The humorous taglines fit well with the Lynx brand image and the overall marketing strategy for the product. News jacking is a really good way for the brand to gain extra publicity at a low cost. If Lynx continues to be innovative and stay ahead of the competition in this way then it will continue to differentiate itself from the rest. My feelings regarding Prince Harry’s behaviour on the other hand are a blog for another day...!

Audrey Aspell – Marketing Advisor

Spot the Difference: 20,000 Fake Louboutins to be Destroyed by US Customs

U.S. Customs and Boarder Protection (CBP) seized over 20,000 fake pairs of luxury Christian Louboutin shoes in four separate shipments from China last week. The shoes, described as “very good counterfeits” by the CBP, are estimated to have cost about $3 per pair to produce, indicating a total value of around $60,000. Louboutins usually sell for around $800 but can reach $5,000 or more for elaborate designs. The haul would have fetched over $18 million in the American market alone. The shoes are now set to be destroyed, most likely by being incinerated.

The French designer’s creations, famous for their red lacquered soles, have become a world-wide symbol for sexy sophistication and elegance. Louboutin’s obsession with shoes began as a teenager, when he worked as an apprentice in the famous Parisian music hall Flies-Bergere. There, he marvelled over the ability of showgirls to dance in elaborate headdresses and heels. Louboutin launched his own shoe boutique in 1992 in Paris and developed his signature red lacquered soles, inspired by a glamorous assistant’s scarlet nail polish. Louboutin described the bright red shade as “a symbol of love, of blood, of passion.” Industry journal Footwear News described Louboutin shoes as “a subtle status symbol”.

It’s not just Louboutins; luxury brands from Chanel to Louis Vuitton, from Rolex to Burberry have been plagued by the counterfeit market for decades. The U.S. Chamber of Commerce estimates for every $1 spent policing counterfeit goods, it gains $5 in new tax revenue. Louboutin fought and lost in court battles against fellow designer Yves Saint Laurent and high-street retailer Zara last year over the right to sell shoes with red soles. DIY versions are popping up on the high-street too, with kits to paint the soles of shoes scarlet growing in popularity.

CBP Director of Field Operations in Los Angeles Todd C. Owen stated in a press release: “This seizure illustrates the outstanding level of commodity expertise and vigilance of CBP import specialists and officers at our nation’s largest seaport. CBP maintains an aggressive and proactive posture on intercepting shipments containing counterfeit and pirated items.”

How much do knock-offs really damage a brand? It’s hard to say. Counterfeits attack possibly the most valuable qualities of prestige brands – their exclusivity, their power as a status symbol. If people buy designer clothes in part to be seen with them by others, then a proliferation of fake designer produce that places doubt over authenticity might torpedo demand. On the other hand, if the brand is strong enough, maybe consumers will still aspire to own the real thing.

But aside from the brand – what about the fakes? While high-heeled shoes probably aren’t the easiest commodity to divert towards a more useful end than the designer knock-off market, it hardly seems right to destroy 20,000 pairs of shoes. Wasting viable products, regardless of their production methods, doesn’t appear to be the answer.

- Caroline Reid, Marketing Advisor

New payment App enters the market

Starbucks is always one step ahead in the payments game. Recently the coffee company’s CEO, Howard Schultz, agreed to adopt Jack Dorsey's (co-founder of Twitter) new payment system called ‘Square’, in their 7000 coffee chains across America. This payment system is considered game changing, surpassing mobile payments.

The system is simply a free iPad app, which turns into a digital cash register. Customers create a free square account by giving their name, setting up password security, uploading a profile picture and entering their Visa, American Express, MasterCard or Discover credit or debit card. What is amazing about the system is that when a Square-registered customer enters a shop, bar or restaurant with this system, their names and photographs automatically appear on the retailer’s iPad. When customers place an order, they say their name and the transaction is then approved by the retailer. This new system will be of huge benefit to cafes, bars and restaurants, which will increase service speed and also revenue.

The advantage Square has over mobile payments is that the system makes the process of purchasing even simpler. Who would of thought that payments were going to become easier than swiping a phone? However, like mobile payments people are sceptical to adapt. They are finding reasons not to adopt a payment system like this 'some people look the same' , and are asking questions such as ‘what if I am charged for browsing  in a shop by mistake or even deliberately’. Consumers are undoubtedly going to have issues with these new payment systems. However, it is predicted mobile payment spending will increase to $600 billion by 2016.  Therefore, it is only a matter of time before people really embrace these new payment methods.

It is interesting that the new ios Apple update will have a new version of maps for the iPhone and iPad, stealing Google’s thunder. With the new iPhone 5 due to be released in a couple of months it will be interesting to see if they implement something new in relation to mobile payments.

Ross Hartnett - Marketing Advisor