Launch PR

Brandweek Features MMNPL Results; Covers KFC, McDonald's, Migration Marketing

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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?

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?

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.

'Smart' fashion (and charitable fashion) becomes high fashion with Skineez Skincarewear

Now women won’t have to work out to look good in their lingerie – the lingerie will do the work itself. Skineez Skincarewear, available only at Macy’s stores and Macys.com, is a new line of body shaping underwear designed to comfortably fit a woman’s form while minimizing the appearance of cellulite. The clothing’s “technological secret” lies in microcapsules inside the material, allowing the fabric to massage, moisturize and slim the skin touching the clothing.

Skineez Skincarewear is a “shapewear” brand, like Spanx and Maidenform.  More than just lingerie, it promises bodily perfection. The clothing easily targets women ages 18 to 50 because the product is not built for any one body type. It seems the launch of this product couldn’t have come at a better time: during the summer months when women are more eager than ever to look their best!

The product is an example of “smart” fabric, an increasingly popular addition to contemporary textiles that gives the clothing an additional function other than its aesthetic appeal. Other examples of “smart” fabric include material layered with fragrances, wrinkle-free fabric and even SPF protected cloth. There is no doubt that today’s consumers want optimal benefits from their purchases.  And while “smart” clothing may not become the norm, it could revolutionize the traditional “form over function” saying.

Perhaps the “smartest” aspect of the Skineez launch is its altruistic nature.  Clothes for a Cause, the creator of the brand, is an apparel company that raises money for issues relating to women’s health concerns. Among the company’s other product lines are the Heroes, Pink Ribbon and Red Dress collections.  These collections retain a certain percentage of revenue for funds relating to various causes: children and youth, breast health education and heart education respectively.

Because of the respectable nature of good will expressed through the company’s values and mission, this new line seems to be more than just another way for women to modify their figures by pinching, shrinking, prodding and squeezing. Although the product speaks to women who would like a “quick fix,” I envision a good amount of skepticism among female consumers. And while the company is laudable in its charitable efforts, will customers themselves recognize the benevolence of their purchase? 

Orange releases Dance Charge for cell phones

Ever think you’d share a dance with your cell phone?  European cell phone company, Orange will have you doing just that with the launch of its kinetic cell phone charger, Dance Charge.  A system of weights and magnets absorbs each shimmy, twist and twirl, converting your signature moves into an electrical charge.  The charger, which came out last week, made its debut at the Glastonbury Festival of Contemporary Performing Arts.

What an inspired concept, considering summer is the season of outdoor festivals! Thanks to Orange, a lack of outlets won’t prevent event-goers from calling, tweeting, texting and streaming all the live action.  And since everyone will already be dancing, those charging their phones will blend right in.  Dance Charge certainly gives new meaning to the "Electric Slide."

It will be interesting to monitor the ways in which this cordless technology develops.  MP3 players and laptops are probably not far behind on the list.  Where do you see this technology heading?

Engobi caffeinated energy chips target "gamers" and guitar heroes

Engobi (Energy Go Bites), known as “the love child of caffeine and snack chips,” is now available on convenience store shelves nationwide. Engobi’s launch establishes itself as the first caffeinated snack food on the market, and the new chips are available in two intense flavors: Cinnamon Surge and Lemon Lift.

Engobi chips are made by Rudolph Foods and are loaded with about 140 milligrams of caffeine. This means the snack is packed with a punch when compared to the average cup of coffee (50-150 milligrams/5oz), Red Bull (80 milligrams/8oz) or Mountain Dew (55 milligrams/12oz).  The only energy drink with a noticeably greater amount of caffeine is Cocaine Energy Drink, which boasts a massive 280 milligrams. Although the chips are high in caffeine, they are low in fat and have no trans-fats.

Rudolph Foods has an interesting plan for Engobi, aiming the product at “gamers,” especially those who play Guitar Hero. The “Don’t Be a Piano Hero” campaign features a “Girls, Guitars and Geeks City Tour” with a Guitar Hero-equipped van.” The van will give contestants a chance to play Guitar Hero for prizes and will feature the Engobi logo and tagline.

While the VP of sales, Mark Singleton thinks that “America’s couch potatoes [will earn] a place on the endangered species list,” it’s rather bold to believe a product is going to rid the United States of lazy people (especially considering the fact that the product is aimed at “gamers” who spend their free time indoors). Still, I wonder if this new snack will make customers energized enough to go for a jog instead of lounge on the couch.

Either way, the idea is interesting. If it turns out that Engobi actually tastes good (a trait many energy drinks arguably lack), I imagine it will earn decent sales.  Who knows – maybe we’ll start to see a new batch of energy snacks crop up for some Engobi competition!

NEW SERVICE POST: Starbucks "Pass the Cheer" Campaign

Launch Date: November 23, 2007

As the classic Lewis Black joke goes, most of us can’t imagine walking out of a Starbucks without crossing the street and bumping into another one.  But as the Wall Street Journal reports, this holiday season, we won’t be able to turn on our TVs without seeing Starbucks there, too.

According to Brandweek, despite a quick expansion to nearly every corner of the country, the coffee chain is actually below its predicted earnings for this year.  Once driven almost exclusively by public relations initiatives, the brand has introduced mass holiday advertising to increase sales and compete with new quick service coffee  contenders such as McDonald’s.

Starbucks’ new 30-second spots, with the tagline “Pass the Cheer,” are dialogue-free, animated ads that depict characters generously sharing a cup of hot Starbucks coffee with one another.  The message these ads portrays reinforces Starbucks’ early philanthropic push when it insisted on practices such as using only the fairest methods to harvest its coffee beans. Starbucks has also created a holiday "Cheer Pass" for its customers. Consumers who receive the Cheer Passes can then go online to the official Cheer Chain micro-site and post a story of goodwill to share with other visitors.  The site also offers viewers a chance to download a screen saver and track the Cheer Chain, or create their own characters. Cheer Pass cards will be issued at stores across the world.

Will Starbucks’ Cheer Pass encourage you to drink more of its coffee?  Do you think the critics are correct in pointing out that it is new product offerings and discounts, not a cute ad, that will bring in customers this holiday season?

Coming to a Cooler Near You

Amazingly, beer made up 87 percent of all beverage alcohol consumption in 2002. That same year, Americans consumed 6.4 billion gallons of the stuff, according to Beer Soak America. Despite this huge demand, the enormous domestic beer market is dominated by only three U.S. beer companies: Anheuser-Busch (51.9 percent of the market), Miller Brewing Company (18.7 percent of the market), and Coors Brewing Company (11.3 percent of the market). Competition to attract beer drinkers to one section of the beer cooler over another is tough. These three beer powerhouses continuously look for new ways to gain the upper hand and increase their slice of the market. To accomplish this goal, beer companies are constantly expanding their product lines to keep consumers interested.

Consumers want variety and in the case of beer drinkers this is especially relevant.

“One technique retail oligopolies use is flood the shelves with a pseudo variety of similar products made in almost exactly the same way, so that smaller suppliers that offer real variety can be elbowed out. The beer industry is a great example of this trend.”

For example: “Budweiser, it is more than happy to include Bud Light, Bud Dry, Bud Ice, Bud Ice Light, Michelob, Michelob Light, Michelob Dry, Michelob Ultra, Busch, Busch Light, Busch Ice, Natural Light, and Natural Ice.”

Miller Brewing Company has spearheaded the latest attempt to capture the attention – and dollars – of  America's beer consumers with the introduction of Miller Chill.  This American take on the Mexican chelada is the only light beer brewed with a hint of lime and a pinch of salt. The company boasts Miller Chill’s “distinctive twist on refreshment” is a “celebration and fusion of two wonderful cultures.” It was a hit in five test markets – all in the South.  

Time will tell if Miller Brewing Company’s latest addition will be successful – especially in northern parts of the U.S. where the product was not tested and where consumers may respond differently to the new drink.  Until then, Miller will undoubtedly pour much of its resources into its latest creation – and hope that it will stand out on the shelf and summer barbeque goers will accept Miller Chill as their prized warm-weather brew.

Pfizer’s New Product Launch for Overweight Dogs

Pfizer Animal Health, a global leader in discovering, developing and marketing medicines for companion animals, launched Slentrol in June, launching the first diet pill for dogs. The medicine was approved by the FDA in January and is expected to cost pet owners up to $2 per day. Slentrol target audience is 17 million canines’ owners with dogs considered to be obese, meaning they weigh 20-25% more than the breed’s ideal weight. Beyond the research and development Pfizer has done to bring this product to consumers and their canines, they have lead an impressive public relations and marketing campaign to educate consumers on the health of their pets while introducing the product to the marketplace.

Before the actual launch, two national surveys were commissioned by Pfizer Animal Health and found that only 17% of dog owners believed that their dogs were overweight. Veterinarians, however, indicated that 47% of their canine patients could be classified as overweight or obese. With this in mind Pfizer embarked on a comprehensive national public relations and marketing campaign immediately after the drug was approved by the FDA, even before it was available to consumers to educate pet owners about the health of their pets. Pfizer launched a Website called Stop Canine Obesity, featuring a Body Assessment Rating for Canines (BARC), designed to help dog owners determine if their dogs are overweight, obese or are engaging in behaviors that contribute toward canine obesity. Pfizer’s canine body assessment questionnaire encouraged dog owners to start thinking about their pet’s health and begin a dialogue with their veterinarian. BARC’s short quiz made owners think about their pets weight, visit their veterinarians and ask for the Pfizer’s new pudgy puppy drug.

Running parallel with the launch of the website was an aggressive public relations campaign to get the word out about the drug. The public relations outreach was estimated to have reached over 250 million people before it was even available for consumers to purchase. It was featured in more than 500 newspaper articles, 375 radio/TV segments and as a reference in a monologue of Jay Leno on “The Tonight Show”.

Even if not all veterinarians are immediately prescribing Slentrol, they are definitely hearing about it on the news and from questioning pet owners who are asking if Fido should be on a diet and use Slentrol. 

Given Pfizer’s approach, here are some best practices that contribute to a new product launch’s initial success:

• Find a consumer need and target the new product to a      specific audience (brand marketing),
• Conduct a survey before the launch to evaluate public      knowledge and opinion  (marketing communications),     
• Create strong partnerships with veterinarians,      patients, legislators and public about the existence and benefits of the      new product (public affairs ) and
• Let the press ask for more information and details      (media relations)

If you follow the above, you can take a real bite of any new market.