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Posts Tagged ‘Stan Richards’

The Richards Group Takes on Flowers for Edible Arrangements


The Richards Group debuted a new creative direction for Edible Arrangements, the originator of the “fresh” (if you’ve ever tasted their product, you know otherwise) fruit bouquet and global category leader, in their first integrated marketing campaign for the brand. The new campaign “marks an evolution from several different creative campaigns for different media to one streamlined positioning played out from storefronts to social media to broadcast to banner ads.” As you may recall, Edible Arrangements named The Richards Group their agency of record last summer.

The Richards Group’s new multi-million dollar campaign (the brand’s largest advertising campaign to date) centers around the new tagline “Pick Fruit. It’s Fresher.” with an integrated effort championing the choice of fruit over flowers. “Reaction,” the 30-second television spot featured above, typifies the approach. Various mothers’ open-mouthed reactions to flowers appear at first to be enthusiastic, but are revealed to be bored yawns. The spot debuts in advance of Mother’s Day on April 28, with both a 30-second and 15-second version.

“This advertising, across all channels, pokes a little fun at the same old gift and encourages families to celebrate mom in a fresh way. And our research shows that moms really appreciate creativity and ingenuity in gift-giving,” said Edible Arrangements’ chief marketing officer Jeff Lobb. Stick around for credits after the jump. Read more

Mediabistro Course

Presentation Writing: Design and Delivery

Presentation Writing: Design and DeliveryLearn how to use storytelling techniques and visual content to create and deliver successful pitches and presentations! Starting August 6, Amanda Pacitti, the manager of learning at Time Inc., will teach you the best practices for presentations, from using software like Prezi and Powerpoint, to writing your script, and using images, audio, and video to drive your points. Register now! 

Monday Odds and Ends

-Burger King has restored the crown (but not the King, sadly) and revamped its kids’ program with the help of its youth/family AOR, Pitch. link (image)

-Showtime is promoting its new series, Homeland, with a virtual polygraph test. Who’s in? link

-IKEA awarded McCann another piece of its global creative account. link

-The Chicago Tribune fawns over Euro RSGC Chicago CEO, Ron Bess. link

-Inc., meanwhile, is running a lengthy profile of Richards Group founder Stan Richards. link

-Korea is becoming a hot mobile ad market. link

-Barnes & Noble is readying a Nook tablet marketing blitz, just in time for the product’s launch next week. link

-Chalk one up for Big Tobacco as a judge has blocked a federal requirement of graphic cigarette warning labels. link

-20-year MEC Canada vet Tracy Bellamy has been promoted to VP, managing partner, connection planning.

 

 

 

 

Blind Item: Richards Group’s Summer’s Eve Effort Was a Disaster from the Start

It’s been about three weeks, give or take, since the latest Summer’s Eve effort was pulled from the airwaves and Stan Richards, founder and namesake of the Richards Group, which was behind the brand’s “Hail to the V” campaign, had this to say to Adweek: “After listening to thousands of women say they want straight-talk and lighthearted communication on a historically-uncomfortable topic, Summer’s Eve gave us license to be bold, irreverent and celebratory across a multitude of mediums and to different audiences. We are surprised that some have found the online videos racially stereotypical.”

Well, if one tipster’s scoop is accurate, Richards Group shouldn’t have been so surprised considering that the campaign seemed doomed well before launch. Read on:

“Internally the ad is not talked about. The client never liked the ad and was basically talked into buying the idea by two untouchable CD’s at the agency. The ad was tested in focus groups and did terrible, and the client was again, pressured to run with it. The client did, and to absolutely terrible results. Granted it’s a difficult product, but for obvious reasons there has been a huge backlash to the campaign labeling it from sexist to racist and everything in between. [Because] of stupid shit like this, clients get scared and never want to take risks. Because after trusting irresponsible creatives, they get burned.”

Will the lesson be learned? Hmm, considering Summer’s Eve’s track record, we’re highly skeptical.