Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Mitchum: In its first dedicated advertising effort in five years, deodorant brand Mitchum is launching the "Hardest Working Person in America" campaign, encompassing TV, print and digital media, as well as social networking platforms such as Facebook, Twitter, YouTube and Flickr, the Revlon brand announces. The effort includes a contest to find, highlight and reward the hardest-working person in the U.S. based on video submissions to MitchumHardestWorking.com. Top 10 finalists will be announced July 19 and the winner will be chosen the week of Aug. 15. The winner will receive $100,000 and be the subject of a short film by documentarians/filmmakers Bradley Kaplan and Albert Maysles. The two artists also created four short films detailing the work of men and women across the country. Those films, along with four others from marketing groups, were shot documentary style and will be viewable both on TV and on the branded website
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Mitchum: In its first dedicated advertising effort in five years, deodorant brand Mitchum is launching the "Hardest Working Person in America" campaign, encompassing TV, print and digital media, as well as social networking platforms such as Facebook, Twitter, YouTube and Flickr, the Revlon brand announces. The effort includes a contest to find, highlight and reward the hardest-working person in the U.S. based on video submissions to MitchumHardestWorking.com. Top 10 finalists will be announced July 19 and the winner will be chosen the week of Aug. 15. The winner will receive $100,000 and be the subject of a short film by documentarians/filmmakers Bradley Kaplan and Albert Maysles. The two artists also created four short films detailing the work of men and women across the country. Those films, along with four others from marketing groups, were shot documentary style and will be viewable both on TV and on the branded website. Proactiv: Direct marketer Guthy-Renker offers consumers who join its Proactiv Facebook page the opportunity to win a "retro-chic beach cruiser." The white bike with aqua-blue trim appears in commercials featuring singer/songwriter Katy Perry and newly formulated, micro-sized Proactiv acne treatment (1 (Also see "Marketing In Brief" - HBW Insight, 25 Jan, 2010.), Marketing In Brief). Four other winners will receive $400 packages of assorted Proactiv products, according to May 17 announcement. "Joining the Proactiv Facebook community will not only put you in the running for a chance to win the bike" - with a special California license plate signed by Perry - "but it will keep you in the know about Proactiv news and announcements, behind-the-scenes videos, fan stories, tips and special offers," firm notes. CoverGirl signs Taylor Swift: Singer-songwriter Taylor Swift is the newest face of Procter & Gamble's CoverGirl brand, according to April 30 release. The multi-platinum Grammy winner will appear in ads for a new line of luxury products; the ads are scheduled to debut January 2011. Swift "personifies the iconic image of the brand while representing the next generation of both inner and outer beauty," according to Vince Hudson, general manager of CoverGirl. "It's like a dream come true to be a part of the future of CoverGirl," Swift says. |