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Campaign launch

Kevin Bacon’s Brother and Oscar Mayer’s Turkey Bacon Team Up to Challenge Their More Famous Siblings

It’s tough to be the equally talented, more heart-healthy sibling of a famous celebrity; if you’re going to have to share their last name, shouldn’t you be able to share their spotlight, too? Now, the other Bacons (Kevin’s brother Michael and Oscar Mayer‘s turkey bacon) are teaming up to help make this underdog fantasy a Twitter-fueled reality.

Sure, Michael Bacon might be 50% of the band The Bacon Brothers, but Kevin is likely almost 100% of the reason people want to hear them play. And while turkey bacon is undeniably delicious, T-shirts, recipes, and burger joints all celebrate its porkier counterpart. This campaign aims to change all that.

The campaign urges people to celebrate the story of the #UnsungBacon by following Michael on Twitter, with the eventual goal of overtaking his movie-star-brother’s number of followers — a lofty goal to be sure, as Michael currently has 1,680 followers while Kevin boasts over 431,000. But Oscar Mayer, brand king of all processed meats, really believes in Michael (and its own product), and is determined to show the world the wonders of both. Read more

Diet Coke Never Really Had a Drug Problem

Apparently, Diet Coke was just fake-dabbling in drugs; it never really had a problem.

You may recall that the “You’re On. Diet Coke” campaign attracted a bit of mockery back in March from a bunch of journalists who may or may not have written from personal experience.

We assumed that was the joke, but in the wake of such harsh media criticism Diet Coke seems to have grown both self-conscious and overly confident. They’ve been acting a little nervous and jittery. They want something new, something fresh. Just a little taste.

At any rate, the company decided to turn in-house and develop a new campaign…with a thirty-year-old tagline.

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Unilever Is Cool with People Mocking Latest Dove ‘Real Beauty’ Campaign

Every brand wants to start a conversation, right? Unilever’s Dove has unquestionably scored one of the biggest media wins in recent years with its extended “Real Beauty” campaign by Ogilvy.

The latest spot, titled “Patches”, went viral faster than any of its predecessors. In an interview earlier this month, a branding expert told us it was an example for other brands to mimic.

And yet, with success comes criticism. As the ad got bigger, nearly every blog weighed in to knock it. EDGE Collective founder Ryan Aynes told us that the amplification of negative sentiments on social media made the backlash look larger than it actually was, but plenty of people still disapprove.

This parody of the spot isn’t the funniest thing you’ll see this week, but it does summarize the complaints made against Dove:

As our headline reads, however, Unilever is totally cool with it.

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Coming to a Freezer Near You: PR from the Frozen Food Section?

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Because even the frozen pork rinds need love

DYK that there has been a shortage in the frozen food section?

Evidently, it has grown to Hungry-Man XXL proportions because the entire frozen food industry believes it has an image problem. It could be America’s push to eat healthy. Possibly, farm-to-table is to blame. Maybe, it is because of all those shows Food Network keeps creating forcing at-home cooks to believe they can be the next Emeril Lagasse.

Whatever the case, the American Frozen Food Institute has decided to invest in a “multi-year, multimillion dollar PR campaign.” Oh, it’s real. It’s very real.  Read more

Just in Time for Prom: KFC Introduces Chicken Corsage

Hey, prom-bound teenagers: unsure of your date’s favorite flower, or clueless as to which blooms would best match her dress? Fear not! KFC is here for you with a corsage that pairs flawlessly with everything (especially mashed potatoes and gravy).

Just in time for the prom-related promo season, KFC has introduced a new type of “arm candy” — a chicken corsage, which is exactly what it sounds like. For a mere $20, the savvy shopper can purchase a kit online, which will ship from a Louisville, Ky. florist, and comes complete with delicate corsage-makings and a $5 KFC gift card to be used for a drumstick. The only decision you’ll have to make is whether the morsel to adorn your date’s lovely wrist will be Extra Crispy, Kentucky Grilled Chicken or Original Recipe.

Just be forewarned of two things: First, it’s not easy to get grease stains out of chiffon. Second, if it suddenly seems as though your date is leaning in for a mid-dance kiss, she might just be leaning in for a nibble of her delicious accessory.

Spider-Man Delivers Your Mail in This Cross-Promotion Campaign

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“Spiderman, Spiderman
Does whatever a spider can
Spins a web, any size,
Delivers mail, so watch the skies.”

Wait, those aren’t the lyrics? Someone better tell the US Postal Service.

In a world in which brands and blockbuster movies are pairing off faster than teenagers before prom, the latest movie/business cross-promo coupling is between the Postal Service (specifically Priority Mail) and “The Amazing Spider-Man 2,” set to hit theaters May 2. The USPS and Sony Pictures are collaborating on a multi-channel marketing campaign that will run through the end of May.

Not sure the Postal Service has much in common with the web-slinging superhero? The Chief Marketing and Sales Officer at USPS, Nagisa Manabe, would beg to differ, saying in a statement:

“Our Priority Mail products share many qualities with a Super Hero of Spider-Man’s caliber, namely those of speed, agility and reliability. Like Spider-Man, our priority has always been the people we serve. We pride ourselves on our commitment to public service and delivering for our customers, and we are excited about enlisting Spider-Man to help promote our Priority Mail offerings.” Read more

UK Firm Founder Plans to Give His Business Away

Today in Is It a Stunt? news, the founder of a successful UK communications firm called Global Tolerance has decided to step down “to be a full-time dad”. That’s all well and good, but his strategy for picking a replacement has earned a good bit of media attention.

In short, he’s turned it into a contest open to the public at large.

The hand-picked winner of what Simon Cohen calls an “Open Leadership Exercise” will get 95% of the 10-year-old firm—which once included the Dalai Lama among its clients—along with 10,000 pounds (not quite $17K) and “a decade of business contacts”. Cohen himself will also serve as the new boss’s mentor for a year.

We’ll let him explain:

This move comes less than a year after Cohen placed his entire company on official sabbatical.

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Felons Create Powerful Brand Campaigns and PSAs through ‘Concepting with Convicts’

A good idea can come from anywhere.

That was the revelation that led two interns at DigitasLBi in San Francisco to utilize the prison pen pal system to startConcepting with Convicts,” a project that helps convicted felons tap into their creativity by designing campaigns for major brands and PSAs.

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Inspired by powerful pieces of art made by felons, Ben Pfutzenreuter and Pat Davis, with the help Marcus Lof, sent hundreds of emails through prison pen pal websites seeking people who might be interested in the project. “We realized that if we could contact convicts themselves, maybe we could also show them that their creative talents can translate into a real career on the outside,” Davis told PSFK.

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Openings: Make Them Big, Just Don’t Focus on Making Them ‘Grand’

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Today we bring you a guest post on campaign launches and media strategies by Todd Graff, VP of PR at Boston-based digital agency CTP.

Nothing says Grand Opening quite like a “ribbon cutting” ceremony. A few VIPs, a big pair of scissors and, voila, your operation is off and running. There was a time when that type of ceremony, including the stock photo and a couple of nice media placements, was a good way to hit the ground running.

These days, however, if you’ve waited for the Grand Opening to make a big splash then it might just be too late. What you do beforehand in the weeks, if not months, prior to the big day is just as important to what you do when the doors open.

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Not Sure What to Do in the Dark During Earth Hour? Durex has a Suggestion

Durex #TurnOffToTurnOn - OFFICIAL - YouTube-2The lights and TV are off, the router is unplugged, and you’re stuck in the darkened house with your significant other for a whole hour…what, oh what could you possibly do to pass the time? Pick up your cell phones to check Instagram?

Think again.

Condom brand Durex, which recently announced its partnership with the green initiative Earth Hour, has a better suggestion: Use this time to “reconnect with each other whilst the lights are out.” *Wink, Wink*

That means not only unplugging your electric devices, but powering down your mobile ones — the brand’s Turn Off to Turn On campaign maintains that we should take that extra step on March 29, because it’s hard to connect to each other when you’re busy connecting to five different social networks, your text history, and your email (shocker).

In a release, the company muses, “By not only turning off all lights on March 29, 2014, but also switching off all gadgets and gizmos, people can use this opportunity as an excuse to swap their laptops for some loving and ditch their phones to enjoy some foreplay….The wonders of technology help to bring people together, but is it also a key factor in keeping them apart? With today’s couples interacting with their devices more than each other, could gadgets and gizmos be the main reason behind the fact that people are having 20% less sex than in 2000*?”

Very possibly, yes. Read more

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