SONY 'psyc' Floor Display Generates Over 90% Sell-Through
The SONY "psyc" floor display was designed to hold both "new wave" CD walkmans as well as contemporary clock radios. The campaign ran for back to school 2004. The cost per display was only $15 each and sell-through was over 90%.
The SONY "psyc" floor display was produced by Alpak Manufacturing Corp., Montgomery, NY.
Scholastic's Countdown Clock Standee Marks Arrival Of New 'Harry Potter' Book
Scholastic announced that the highly anticipated U.S. release of J.K. Rowling's Harry Potter and the Half-Blood Prince at midnight on July 16th, is being supported by a multi-million dollar marketing campaign, which includes a multi-tiered advertising campaign; a first-time ever Harry Potter crossword puzzle in The New York Times; online activities; promotional giveaways and midnight parties at retail locations across the country.
Harry Potter and the Half-Blood Prince will have a U.S. record-breaking first printing of 10.8 million copies. The national advertising components of Scholastic's marketing campaign for the release based on the theme, "Who Will Be The Half-Blood Prince?" will appear as video spots on airplanes and electronic billboards, as national radio spots, online and in print media nationwide. Beginning with the midnight release, Harry Potter will command the Times Square Billboard in New York City with special 5 minute promotional spots at midnight followed by 15-second spots every hour the first week of the launch. In May, Scholastic shipped 40,000 Harry Potter and the Half-Blood Prince five foot tall countdown clock standees to retailers across the country.
Qantas Promotes New Skybed
Qantas Airlines is launching its new Skybed, which is the only business class bed flying between U.S. and Australia that lies flat allowing for travelers to enjoy a full night's sleep.
M&C Saatchi Los Angeles has developed posters to attract the business traveler in Los Angeles and New York, along with a novel use of "parking arms" as billboards to catch their audience in unexpected environments. Thirteen car parks have been selected in the Greater Los Angeles area. The message is secured as a poster attached to the exit and entry arms of the car parks creating instant impact.
Ragu Launches Line Of Organic Sauces
Ragu has launched a line of organic sauces that are 100% natural, certified organic and available in three flavor varieties-Traditional, Garden Veggie and Cheese. All contain a full serving of organic vegetables in every ½ cup serving of sauce. "We understand that today's parents are concerned with their kids' eating habits more than ever," said Jill Denison, Director, Ragu. "As a result, parents need nutritious food options that their kids will eat and enjoy. Serving Ragu Organic will help appease the often picky appetites of children while helping their kids eat well."
Major League Baseball & Home Depot Join For Integrated Marketing Partnership
Major League Baseball and The Home Depot have created an integrated marketing partnership that includes exclusive category rights, advertising, special events, community relations and in-store promotion. The Home Depot, has been designated the "Official Home Improvement Warehouse of Major League Baseball," and presenting sponsor of Wednesday Night Baseball on ESPN.
As part of its advertising commitment to MLB, The Home Depot is planning a co-branded television spot with The Scotts Company that will feature Atlanta Braves pitcher John Smoltz. In addition, the company has launched an in-store initiative at all U.S. locations to distribute the "2005 Major League Baseball Official Fan Guide." The guide includes a 2005 season preview along with schedules for all 30 Major League Baseball teams and useful consumer information about yard and garden are.
"This sponsorship will showcase The Home Depot's products and services during the all-important spring lawn and garden season, and well into summer," said John Costello, EVP, Merchandising and Marketing, The Home Depot. "It's also an opportunity to involve many of our key vendors like The Scotts Company, Weber, Toro, and Husky through advertising and promotions."
Kimberly-Clark Launches Kleenex Moist Cloths
Kimberly-Clark has launched Kleenex Moist Cloths, which are thick, soft, disposable hand and face cloths created for use around the home. The product provides an innovative solution to an unmet consumer need for a disposable alternative to a wash cloth or wet paper towel-one that is more substantial and easier to use than traditional hand and face wipes. Kleenex Moist Cloths feature a mild, alcohol-free formulation that is gentle on the skin. The product launch is being supported with a $20 million advertising and promotional campaign.
New Moisturizing Gloves Soften Hands In Minutes
Perfecta Products has introduced Zim's Spa Gloves, designed to soften hands in just five minutes. These blue gloves are lined with a naturally based hazelnut oil formula. When they encounter body heat, they release botanicals and vitamins that hydrate and soften hands. Zim's Spa Gloves are part of a new category of fast-action gloves marketed to working women. Users just peel them from a sheet of paper, put them on, and then discard them after a few minutes. The results are similar to those achieved through hours-long treatments at spas or through traditional slow-action moisturizing gloves. Zim's Spa Gloves are available at mass market and chain drug stores nationwide.
Miller Appoints T. Long Chief Mktg. Officer
Miller Brewing has appointed Tom Long as Executive Vice President and Chief Marketing Officer. A 16-year veteran of the Coca-Cola Company, Long has served in several senior marketing and sales roles including V.P. of Strategic Marketing, with global responsibility for managing Coca Cola's entire brand portfolio. He also served as Coca-Cola's head of Worldwide Marketing Insights and Research. Long succeeds Marketing EVP Bob Mikulay, who is retiring after 30 years with Miller.
Toyota Announces Marketing Appointments
Toyota Motor Sales has promoted Deborah Meyer, formerly Corporate Manager, Toyota Marketing Communications to Vice President, Lexus Marketing. Jim Farley, formerly Vice President, Scion, has been appointed Vice President, Toyota Marketing. Mark Templin, formerly Vice President, Lexus Marketing, has been appointed Vice President, Scion.
Intuit Names M. Schar Chief Mktg. Officer
Intuit, a leading provider of business and financial management solutions, has named Mark Schar Sr. V.P. and Chief Marketing Officer. Reporting to Intuit President and CEO Steve Bennett, Schar will lead the Company's efforts to acquire new customers as well as product marketing efforts. A 25-year veteran of consumer goods marketing at Procter & Gamble, Schar most recently served as an advisor and board member to interactive and market research startups including the Palo Alto, CA-based Institute for the Future.
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