Launch PR

Baskin-Robbins Flavor Debate ‘08

This political season, Baskin-Robbins (SA client), is polling Americans with Flavor Debate ’08, a limited edition release of two new presidential election flavors. The two flavor candidates up for debate are: Straight Talk Crunch (representing Republican Senator John McCain) and Whirl of Change (representing Democratic Senator Barack Obama).

Americans can vote online at http://www.baskinrobbins.com or in any Baskin-Robbins store nationwide for their “flavorite” candidate until midnight, Oct. 20. The votes will be tallied and the winner of Flavor Debate ’08 will be announced on Oct. 21, possibly providing a taste for which candidate America will choose as the next President of the United States in November.

Here’s a look at these presidential flavors:

• Straight Talk Crunch is a Caramel ribbon, chocolate pieces, candy red states and crunchy mixed nuts swirled into white chocolate ice cream.

• Whirl of Change is a Peanut-nougat ice cream whirled with chunks of chocolate-covered peanut brittle and a caramel ribbon.

Baskin-Robbins brand is no stranger to historic Presidential ice cream treats.  In 1960 Baskin-Robbins created a “Candi-date” flavor for the Democratic National Convention which would ultimately name John F. Kennedy the Democratic Presidential Nominee.  This flavor was ground-breaking, not only for its innovative flavor, but because it was a surprise success driven by the smart tactics of Baskin-Robbins founders Irv Robbins and Burt Baskin.

Other notable Presidential flavors include GOPeanut and Saxy Candidate, created for the 1996 election contest between Bill Clinton and Bob Dole.  For these two flavors, both parties were appeased with a "fair and just" amount of creamy Vanilla ice cream with "liberal" portions of Baby Ruth® candy bar pieces throughout, making these flavors one for the history books as well.

Go to http://baskinrobbins.com/Spotlight/Elections.aspx for more information about the Baskin-Robbins Flavor Debate.

T-Mobile shows off the G1 with Google's Android platform in hopes to take on the iPhone

In the race to keep up with Apple, Google made its first move into the smart phone market with the introduction of T-Mobile’s G1 Phone, during a highly publicized press event this morning in New York.  The G1 is the first phone to adopt Google’s Android operating system, a software platform and operating system for mobile devices and allows developers to write managed code in a Java-like language.

The G1 aims to reflect characteristics and applications similar to the iPhone, and attempts to one up Apple with various features, like the G1’s retractable “qwerty” keypad, which slides out from the base of the phone.  Another element designed to compete head to head with Apple is the Amazon MP3 Music Store application that is specifically tailored for Google Android and sells the songs for cheaper than the Apple iTunes store.

While the G1 is in great position to compete in the smart phone market, it comes with its share of criticisms.  Because of the retractable keyboard, the G1 is heavier and bulkier than the iPhone.  The G1 also lacks the ability to resize objects on its touch screen with a simple pinch or stretch of the fingers, one of the cornerstone features of Apple’s product line.  Another drawback is T-Mobile is just starting up its 3G data service, so it will only be available in 21 US cities.

Unlike Apple, Google has adopted an open platform for Android, encouraging third party developers to create programs for it.  Because of this unique platform, the Android-powered phone is "somewhat future-proof," according to Cole Brodman, T-Mobile USA's chief technology and innovation officer.

The G1 phone will hit US store shelves on October 22nd for $179 with a two-year contract with T-Mobile.  Data plans will range from $25 to $35.  High Tech Computer Corporation (HTC) expects 250,000 to 450,000 G1 phones to be sold by the end of 2008.

Do you think Google Android will have more of an impact on the mobile phone industry as the iPhone?  Will it be as memorable?

Oral Care Products: Overloading the Market and Your Mouth

The oral healthcare marketplace has grown exponentially in recent years. Whether it’s a whitening "booster" gel or a nightly brightening paste, companies are unleashing new and innovative products faster than ever to differentiate themselves from competitors.

But does innovation mean success?

A recent Ad Track article from USA Today – which provides the latest in news and stories from the advertising community – accentuates a few of the oral healthcare market’s newest "celebrities" including Crest Weekly Clean from Proctor & Gamble. This "intensive cleaning paste" targets individuals who want that "just-from-the-dentist, smooth, clean feeling" and is one of many oral health products trying to expand consumers’ oral care routines.

Other products include rinses that brighten teeth from Scope and Listerine, add-ons to regular toothpaste from Arm & Hammer and whitening pastes from Colgate.

These companies have been trying to stand out in the oral healthcare marketplace for years. Pinpointing this trend, Schneider Associates’ 2002 Most Memorable New Product Launch (MMNPL) Survey identified the exponential growth of America’s obsession with white teeth. Over the past six years, the MMNPL Survey has featured at least one innovative oral care product (with the exception of 2005 when Coke and Apple dominated the list). From Colgate’s Simply White to Crest’s Night Effects, from Listerine’s Quick Dissolving Whitening Strips to Crest’s Whitestrips Renewal, innovative oral care products try to cross the chasm and stand apart from their competitors.

According to the American Academy of Cosmetic Dentistry (AACD), tooth whitening is the most requested cosmetic dental procedure by patients of all ages. The AACD’s national survey has even illustrated that 74% of adults feel an unattractive smile can hurt a person’s chances for career success . No wonder marketers are trying to capture this market!

But dentists often warn these products – no matter how glamorous and innovative they seem – are not a quick fix or an overnight miracle. Misuse or overuse of whitening gel or rinse products can actually harm teeth. It all seems to go back to the saying: "Too much of a good thing can be a bad thing"--for you—and your teeth.

So how do you feel about the increasing pressure to use whitening products? Are they useful and an important part of your lifestyle? Will the proliferation of products confuse consumers? Are the good ol’ days of simple brushing and flossing long gone?

Hewlett Packard Counters Mac-Attack with TouchSmart 2 PC

HP has done it. They’ve launched a cutting-edge, innovative computer, with a creative campaign to back it up. The new HP TouchSmart 2 PC features a 22” HD touch screen monitor to give users a hands on experience. With its second TouchSmart release, HP hopes to command take a larger share of the PC market from Mac. So far, HP has developed a large online buzz with its commercials, tutorials and through blog hits. Everyone seems to be talking about the sleek design of the new PC, as well as the price, which is similar to the 20” iMac at $1,500.      

The large monitor, which can double as a television, is a full touch screen system that comes with a user friendly homepage. The touch screen can be used for every function on the computer, but a mouse is also available when doing more basic, everyday functions. The TouchSmart home page has two rows of “tiles,” which are similar to widgets on a Mac. The tiles help the user locate everything on their computer and tiles can be customized in different orders to be more user-friendly.

After watching a tutorial on YouTube, it’s clear the computer looks fun and is easy to use.

So, why will the TouchSmart 2 be more successful than the original? The TV ad campaign accompanying it is brilliant. I found three commercials, titled “Maestro,” “Experience” and “Fingerprints.” Each commercial points out a different ways to  use the touch screen capabilities of the computer.

These commercials are great because grab the viewers attention without losing the message they are trying to convey. “Maestro” is an exciting, eye-catching commercial that appeals to a wide range of audiences. The “Experience” commercial features a more modern rock song choice, and shows consumers using the computer for a variety of tasks. The “Fingerprints” ad is more fun than the other two, using animated characters rather than actual people. The taglines to the commercials include, “The computer as you’ve never felt it before” and “The computer is now a hands-on experience.”

The big question that fuels the success of the TouchSmart 2:  Are Mac users willing to make the switch to HP with Windows Vista as the operating system?

We need your vote!

SA has been nominated for a People’s Choice Award in the annual Adweek Buzz Awards.  SA is being recognized for its social media campaign for Baskin-Robbins' 31 Cent Scoop Night campaign back in April.  Anyone can cast their vote for the People's Choice Award, where the most popular consumer campaign will take home the hardware.

There's one winner per category, and the judges' favorite will earn the Grand Prize, a featured spread in Adweek, Brandweek and Mediaweek profiling the winning effort.

Please vote now to show your support for SA and America’s favorite neighborhood ice cream shop, Baskin-Robbins.

Could Schlitz Become America’s Beer, Again?

Now that Anheuser-Busch Cos. has been sold to a foreign brewer, is now the perfect time for another American-brewed beer to make its rise to the top? Will it be Coors? Miller? Not so fast—how about Schlitz? The beer that your parents loved is making a comeback, using the original recipe, packaging and state of mind. 

Schlitz, which is owned by Pabst Brewing Co, will be marketed toward its original drinkers, as well as the younger drinking crowd who want to taste the beer their grandparents enjoyed. What better time for Schlitz to jump back into the game with a nostalgia play.  If any generation can bring Schlitz back, it’s the same generation that re-popularized 80’s music and fashion—from Journey to leg warmers.

A few facts about Schlitz. It was America’s best-selling beer from 1902-1954 (minus 14 years for prohibition), before Anheuser-Busch Cos. took the crown from 1955-present. In 1893, Schlitz became known as “The Beer That Made Milwaukee Famous.” In 1912 Schlitz was the first to bottle beer in brown bottles to prevent light from spoiling the beer). 

“We believe that Schlitz is if not the, one of the most iconic brands of the 20th century,” said Kevin Kotecki, president of Pabst Brewing Co.  “And there's still a lot of people who have very positive, residual memories about their experience. For many of them it was the first beer they drank and we wanted to give it back to those consumers."

While many younger people have heard of Schlitz, it may be a stretch to proclaim Pabst as the most iconic brand of the 20th century. If it is truly what Kotecki claims, perhaps popularizing the brand again is possible. Of course a large marketing and advertising budget will need to be the capstone off this campaign. 

According to 2007 sales numbers, Pabst was the fourth highest grossing brewing company in the United States, behind Anheuser-Busch, Miller and Coors. But now that Anheuser-Busch has sold out, and Miller has merged with Coors, Pabst has a great opportunity to gain market share.

Maybe Schlitz can run a series of ads remembering the “good ol’ days.” Or, maybe they will have a campaign featuring a cliché tagline, such as “America’s Original Choice or America’s Best Choice.” There’s many ways to go, but what direction do you think they should choose? Do you think they can knock off their competitors?

How loud will Biscuit bark this holiday season?

With no major video game consoles on the horizon, the “Tickle Me Elmo” award for the illusive “hottest Christmas gift” appears could be up for grabs.

This year, Hasbro released what it hopes to be the hot new toy for the 2008 holiday season.  Part of Hasbro’s Furreal Friends line, “Biscuit, My Lovin’ Pup” is a life-like toy pet dog that targets the kid who wants a puppy—but mom and dad want one that doesn’t require care. Similar to the popular electronic pet toys of the past, like Tamagotchi, Furby, and the Sony Aibo, “Biscuit” simulates the feeling of having a real pet without all the real life responsibility of owning one.   Biscuit’s popularity reaffirms the animated toy boom we saw in 2008 with Elmo Live, Playskool’s Kota the Triceratops, Tomy’s ISobot.

Biscuit is built to be the next closest thing to a real live puppy with the capability of obeying several different voice commands, including sit, speak, lie down, beg, and give paw.  Just like a real canine, Biscuit will move his head and ears, blink his eyes, wag his tail, bark and even respond to touch.  The electronic pooch comes complete with a collar, brush, dog bone and adoption certificate.  Biscuit is so lifelike he will even sniff his dog bone before chowing down.

With its expected release this fall, people are already buzzing about Hasbro’s new lifelike pet in the blogosphere.  At the 2008 New York Toy Fair, Biscuit’s launch was one of the most buzzed about toys. While visiting NYC for the Toy Fair, Hasbro’s electronic pup stopped by the CBS Early Show, where it “stole the show” from other toys featured on the set.

Retailing at $179.99, it’s possible Hasbro’s high price tag may scare parents considering the gloomy US economy.  “Anytime the economy gets rocky, which we’re certainly in that situation, you have to look at it and expect an impact,” said Anita Frazier, an analyst with NPD group, in a February MSNBC.com article. “How big? You don’t know.”

Has Hasbro made enough noise about Biscuit to become this Christmas’s Tickle Me Elmo?  Will America’s economic woes trump the buzz created around this year’s most memorable toy? Can virtual pets supply the unconditional love of real pets?   Only time will tell.

Bikers Flock to Brew City for Harley Festival

The 105th Anniversary of Harley-Davidson was quite the party with over 100,000 motorcyclists roaring into Milwaukee to celebrate this important milestone.  One of the major activities was the launch of the 130,000 sq. ft. Harley-Davidson Museum (whose official opening was in mid-July).

Exhibits featured the history and culture of Harley-Davidson, displays showcasing 450 motorcycles, hundreds of thousands of biker artifacts, news reels of Harley’s being manufactured and ridden by soldiers on the battlefield during World War II, apparel, photographs and personal messages left by thousands of enthusiasts.

Standing in line for the Museum, we heard people talking from France, Germany, Australia, New Zealand, England, Israel, Egypt, Russia---Harley lovers from around the globe came to ride, revel and relax. 

The retail therapy that took place was incredible---millions of t-shirts were sold throughout the celebration. In fact, the Museum has its own line of clothing that is separate from the “traditional” Harley clothing line. From glittery 105th Anniversary t-shirts to the “torn” look, bikers opened their wallets to commemorate attending both the Museum and the 105th.

My husband, Ron Egalka, and four of his friends rode from Boston to Milwaukee and back (your launch reporter took the plane as a result of recent back surgery). Over 2,300 miles of highways, byways and city driving, all five Harley loyalists said they would do it again in a minute.  They arrived in one piece proudly sporting their 105th anniversary t-shirts and already talking about going to the 110th. 

It just goes to show—Harley-Davidson riders will go to the end of the earth for a party—and will even take in a Museum if it features motorcycles.