Launch PR

Febreze Launches Destinations Collection

Last summer, many people opted for a “staycation” during their vacation time because of high gas prices. If the economy doesn’t turn around by this summer, the trend will most likely continue. Febreze attempts to capitalize on this trend with their new Destinations collection, which launched on February 4th.

The collection comes in three different scents, Hawaiian Aloha, Brazilian Carnival, and Moroccan Bazaar, and promises to provide a “scent getaway” at home. The products come in sprays, candles, and plug-ins, and are sold for between $2.99 and $7.99, much cheaper than a real getaway.

Before the launch, the three scents were extensively tested at Proctor & Gamble’s Consumer Village research facilities. According to a recent Wall Street Journal article, there have been many scent trends and fads over the past few decades, and P&G is hoping to inspire a new trend or fad with the new collection.

The launch is being promoted through an online sweepstakes, titled “From Staycation to Vacation Sweepstakes.” The grand prize winner will receive a trip to four to one of the three destinations, as well as $1000 cash to spend. In addition, the ten first prize winners will receive a $1000 home makeover, and over 1500 people will win Febreze coupons.

Will the new Febreze collection create enough vacation ambiance in homes to become a most memorable product for 2009?

Schneider Associates Promotes Key Management

On the anniversary of Schneider Associates’ 29th year in business, Vice Presidents Julie Hall and Phil Pennellatore were promoted to executive vice president positions and Lynda McKinney became vice president of the firm’s Consumer Practice, according to SA President Joan Schneider.

“These new appointments underscore the growth of the agency and name the next generation of leadership,” said Schneider.

In Pennellatore’s nine years at Schneider Associates in the Corporate Communications Practice and throughout his 16 years in public relations, he has counseled clients in the areas of public affairs, media relations, community relations, crisis management and corporate communications. His team generates increased awareness for commercial, residential and mixed-use projects as well as leading-edge companies.

During Julie Hall’s seven years at Schneider Associates and throughout her nearly 20-year career as a PR and marketing strategist, she has specialized in developing brand relationships in the consumer packaged goods, toy, juvenile product and food and beverage industries.

Lynda McKinney brings 20 years of award-winning marketing strategy and PR management to her new role as vice president of SA’ s Consumer Practice. She has managed businesses ranging from small start-ups to Fortune 500 companies.

For more information about Schneider Associates, go to www.schneiderpr.com.

Starbucks Plans to Launch Instant Coffee

In a time of job cuts and home foreclosures, a $4.00 latte is one indulgence that some Americans are willing to forgo. Although Starbucks’ premium lattes are what made the coffee shop famous, the premium prices are now hurting its profits.

Competition with places that sell cheaper coffee, such as Dunkin Donuts and McDonalds, has pushed Starbucks in the direction of more affordable beverages.

Starbucks plans to launch its new line of instant coffee, Starbucks Via, next week. Although the launch was supposed to be kept secret until February 17, executives leaked the story to Advertising Age, and now it’s appearing everywhere, from blogs to Fortune magazine, to the Wall Street Journal.

According to Fortune, stores will begin selling Starbucks Via, which is powdered coffee that just needs hot water, as early as next month. The product will be sold in packets that come in packages of three for $2.95 or 12 for $9.95. As a result, consumers will be able to have a cup of Starbucks coffee for under $1.00.

If the taste is the same as regular Starbucks coffee, Starbucks may have created one of the most memorable products of 2009. If the taste isn’t comparable to its original brew, the product will disappear.

Unfortunately, many people have negative biases against instant coffee that may discourage them from trying Via. A Wall Street Journal article explains, to counter the problem, Starbucks went through hundreds of versions to replicate its signature brewed coffee taste and plans to heavily push samples to consumers. In addition to sampling, it will be interesting to see how Starbucks positions and promotes this new product launch. Will an inexpensive, instant version of America’s favorite luxury coffee sell? Or will people continue to indulge on their more expensive favorites? Does this campaign require re-educating consumers about the great taste of instant coffee?

Lucky Magazine Gets Personal with Shopping App for iPhone

Lucky’s ad pages may have decreased eleven percent in 2008, but it’s the new Lucky “At Your Service” iPhone application that will propel readers to the nearest retailer. The tool shows the current issue’s complete merchandise list and a Find It Near You feature which uses GPS or zip code searches to find local stores.

Yet Conde Nast, Lucky’s parent, hasn’t stopped there. With 20 to 200 representatives waiting at a free call center, the magazine is prepared to double-check availability and place products on hold as a customer service.

According to a NYTimes.com article by Stephanie Clifford, Lucky’s reps will even text shoppers confirmations such as, “Jessie in the second-floor salon shoe department at the downtown Nordstrom has set [those red pumps you’ve been daydreaming about] aside.”

As a publication with virtually nothing but advertisements, Lucky survives and thrives on its basic ability to sell designer goodies.

“From an advertising perspective, the advantage is clear,” Lucky publisher Gina Sanders said in reference to the application. “With this kind of service, it’s that much more insurance consumer will get into the store.”

Interesting how recent record-lows in retail sales have transformed what was previously one of the most impersonalized publications into that best friend with an ‘in’ at your favorite store.

Have you used Lucky’s iPhone application? Tell us your story. Did they really reserve that raincoat?