Duracell's Emotional Side
departure from its traditional performance-based commercials, Duracell here created a new emotional platform that leverages trust as a powerful equity of the alkaline battery brand. The company, a part of Gillette, Boston, unveiled its new "Trusted Everywhere" advertising campaign earlier this month with three new television spots, "Power of Light," "Earth and Space" and "Winning." The new commercials will run during two television season primetime premieres and daytime programming. "The 'Trusted Everywhere' campaign builds upon the long-held trust that consumers have in Duracell batteries," said Rick Anderson, vice president of global marketing.
Tampax Finds Gem in 'Pearl'
CINCINNATI -- Tampax will introduce its latest feminine-care product, Tampax Pearl tampons this month with a print and television advertising campaign accompanied by a sampling and coupon program. The marketing campaign is built around the tagline, "Are you a Pearl girl?" The new tampon features an absorbent braid and a plastic applicator, a departure from Tampax's traditional cardboard applicators. The promotional push also includes an Internet site, www.tampaxpearl.com.
Goody Ideas
ATLANTA -- Goody Products here now has its own stylist. The hair care accessories manufacturer, a Newell-Rubbermaid company, unveiled eight exclusive looks using new Goody products and accessories styled by Richard Marin, Goody creative consultant and top Hollywood hairstylist. Several of Goody's new products are featured in the Goody Bag of Style, which contains several accessories. A new festive package of Marin's exclusive styles for the holiday season will be available at food, drug and mass merchants later this year. "As creative consultant and spokesperson, Richard Marin is helping to keep Goody at the forefront of hairstyle trend development," said John Andrews, senior brand manager.
Baby Einstein Breaks Out
BURBANK, Calif. -- Baby Einstein finally has his day. The Baby Einstein Co. here is debuting its first-ever advertising campaign next month in parenting and women's national magazines. The multi-million dollar print campaign for the brand, which produces books videos, DVDs, audio CDs and Discovery Cards, includes six different ads with whimsical headlines like, "All you want is a healthy, happy baby. Our specialty is the happy part." Russell Hampton, senior vice president and general manager, said, "We take an emotional approach in communicating how Baby Einstein products promote and facilitate parent-child interaction by providing parents with tools to engage their little ones."
Powerpuff Girls Blast Off
BURBANK, Calif. -- The Powerpuff Girls pack a promotional punch when their feature film debut launches onto video and DVD on Nov. 5. "The Powerpuff Girls Movie," released by Warner Home Video here, will include $3 mail-in rebates from General Mills and Hunts for consumers that buy the film on DVD or video. Additionally, those who buy the movie and one other "Powerpuff Girls" title on video or DVD get one video or DVD free by mail. Consumers can choose VHS titles including "Monkey See, Doggie Do," "Bubblevicious" and "Birthday Bash." Fans can also choose DVD titles like "Down 'n' Dirty," "Powerpuff Bluff" and "The Mane Event."
