"marketing" news and stories

Hollywood has endorsed products for decades: cigarettes, perfume, hair color, facial products, and now wine. According to Wine Enthusiast west coast editor Steve Heimoff, everyone from Paris Hilton to Wayne Gretzky and Brett Favre are hawking their own wine brands. (Hilton's Prosecco comes in three fruit flavors, no less.)

I'll admit I am sometimes sucked in by celebrity brands. As Eli Portnoy, a branding strategist interviewed in a New York Times article about celebrity endorsements, said, we're just a gullible generation who likes to live vicariously through the beautiful people. (It's not just this generation, of course: my five-year-old daughter can spot a Hannah Montana product from 20 feet away, and she'll pick Barbie toothpaste over SpongeBob SquarePants toothpaste regardless of flavor.)

A beautiful celebrity can sell me anti-aging cream, but when it comes to wine, I'm strictly a what's-in-the-bottle girl. I don't care whose picture is on the label or who is being paid big bucks to move it off the shelves, if it's a good wine at a good price. Generally, the more money put into the making of the wine and the less put into marketing, the better for my palate and pocketbook.

Yet Nielson reports that the celebrity wine market is growing, with Phoenix and Los Angeles leading the celeb-obsessed masses. It's true that wine-buying can be a confusing and intimidating process, and if you don't know exactly what you're looking for and you see Brett Favre's sweet mug on the bottle it might make a better adventure than an unknown brand.

Are you more or less likely to buy a bottle of celebrity wine, and why?

After a long, hard workout, women just want to settle down to a nice refreshing salad and a glass of vodka. That's the scene that one vodka manufacturer in Russia is trying to sell to the upwardly mobile ladies of the country. The vodka, which comes in lime, vanilla, almond and original flavors, is being heavily marketed to women, in an attempt to convince them that they deserve a vodka designed especially for them.

This is concerning Russian doctors, as alcoholism is rampant in Russian. There are 2.5 million registered alcoholics in the country, but experts estimate that the real number of alcoholics in that country is closer to 10 percent of the nation's population. So far, sales of the Ladies Vodka have been brisk, but what does that mean for the health of that country's women? I guess when it comes to sales and marketing, the bottom line is always more important than the health line.

[via The Morning News]

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I admit that I did not think it was possible for the King, the strangely masked man of Burger King TV commercial fame, to get any creepier. Unfortunately, I was wrong. Burger King is promoting Sneak King, an inexpensive and ad-laden Xbox 360 game that features - you guessed it - the King. Instead of standing around and fraternizing with attractive women, he hides, creeps and sneaks around the virtual world in which he lives, jumping out from behind objects to force burgers on unsuspecting people. The image of being stalked by the King (as seen in the above trailer) is enough to make you sleep with the lights on just to be on the safe side.

The only reason to buy the game ($3.99 at Burger King) is (a) if you just shelled out for an Xbox 360, don't have the budget for better games and are really desperate to play it or (b) you have some crazy fantasy about being the King, which who the player controls in the game. If you're buying it for the first reason, that's somewhat understandable. If it's the second...

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As hard as it is to believe, the New Year is almost upon us and with that new year comes a new forecast of product trends from the consumer research group Mintel International. It looks like sustainability isn't going to be as hot an issue as the local food movement would like it to be - not yet, anyway. It will still gain ground with mainstream consumers, but by and large the focus is not yet on production. People are more focused on personal wellness, getting more specific than last year's general interest in "superfoods." Mintel predicts that Amazonian foods - including açaí and other rainforest botanicals that promise over-the-top health benefits - will really hit the mainstream through companies that are known for healthy products, like Odwalla. Other trends that they are forecasting for food processing and sales include an increased targeting of baby boomers and teens; revitalizing interest in traditional, quality (not on-the-go) breakfast foods; more web-based marketing, including more contests and giveaways; and a simplification of marketing slogans and packaging.

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I don't know how many of you folks out there have noticed that it isn't just the perfume makers who are using those scented ads in magazines. Pepsi did the same when it released its Black Cherry / Vanilla flavored Diet Pepsi Jazz. Scratch and sniff ads have been around for awhile but for dog food? Pedigree tried them at supermarkets and pet stores. Have you walked into a bakery and smelled that warm and comforting aroma of just baked bread? My local bakery has an electronic dispenser that sprays an artificial baking scent into the store every few minutes. Mars has been scenting its M&M World retail stores with a chocolate smell to make the experience more enveloping. Verizon recently did the same in its stores with the release of LG Chocolate phones. Do you remember smellavision from old TV cartoons? Well it's here. ScentAndrea has an 8,000 scent dispensing, flat panel screen monitor available in stores like Kroger's and Wal-mart to help make sales.

Scent is the most powerful of the human senses, and the most primitive. This is something I first learned when I was studying psychology in college. The right scent can trigger deep and long forgotten emotions and bring up feelings of every type. Marketers have known about this for a long time, which is why scent is starting to play a bigger role in many products advertising budgets. The best part about it from the sales perspective is that smell can help nudge you in a certain emotional direction without the person even noticing it. Sort of like a nasal version of Vulcan mind control. To boldly go, where no one has smelled before. Keep your eye's out... Uh, nose, for a lot more scent marketed advertising to come.

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