Tag Archives: America

Usher confesses his love for Cheerios in new campaign

13 Nov

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There’s no denying that breakfast is big business. We’ve just seen fashion designer Anya Hindmarch give Kellogg’s Tony the Tiger a grrreat makeover and Shoreditch is awaiting the launch of its first Cereal Killer Café next month.

So, it’s no surprise that celebrities are chewing their right arms off to be associated with the most important meal of the day – becoming part of everyone’s morning routine in the process. And, the king of R&B, Usher, is no exception.

He’s partnered with Cheerios and Walmart in the US to give away his latest track – Cluelesswith every box of Honey Nut Cheerios.

Just add milk
On the outside looking in, this brand partnership doesn’t seem to make any sense. 36-year old Usher, who has come a long way from his You Make Me Wanna days, doesn’t fit Cheerios’ target market – a cereal championed by a bee called Buzz.

But, once you’ve swallowed this fact and digested the promotional video that accompanies the PR and marketing stunt (don’t knock it before you’ve tried it – it’s already secured 820,000+ views), it becomes the entire reason why Usher has taken this on.

With super fans downloading One Direction and Justin Bieber tracks left, right and centre, how does an ‘experienced’ singer steal back sales and kudos? By ending up in the hands of millions of young digital eagles across the country, giving them a unique code to download a fresh track of course!

No added sugar
Essentially, it’s a win-win situation. Usher gets the downloads he needs ahead of an upcoming album launch and Cheerios gets to negotiate premium shelf space with Walmart, while producing some crunchy content for its communications channels.

But, how could this partnership develop in the long-term?

Free gift inside
Some ways that Cheerios could maximise its partnership with Usher include subtle branding in his next video; utilising his 9m+ followers by hosting a Twitter takeover and running a competition to meet the star himself; or creating a series of educational videos on the importance of breakfast with Usher’s children, linking in with Cheerios’ Family Breakfast Project.

So, it’s a good start, but there’s lots more Cheerios could be doing to transform this fleeting stunt into a considered campaign.

What do you think?

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You’re going to need a bigger budget! Tara’s tacky PR stunt

4 Aug

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Not all PR stunts are equal.

A recent PR stunt to rave about is the 888,000 ceramic poppies that have been ‘planted’ at the iconic Tower of London to commemorate the servicemen and women who died during the First World War. As part of a stunning art installation called Blood Swept Lands and Seas of Red, by Paul Cummins, it’s succeeding in its mission to echo the importance of the 100th anniversary of the war.

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On the flip side, an example of bad PR is US actress Tara Reid launching her own perfume, The Shark, to celebrate the release of Sharknado 2 (Yes, we’re biting on sequel territory here).

This innovation, which comes from the woman who thought her career was going to be over when she started filming the first movie, actually makes me feel seasick.

According to Tara’s website, Shark’s sensual ‘light and refreshing’ scent is ‘perfect for day-to-day wear’ and ‘incorporates a plethora of lavender coloured flowers’ – which means this overpriced idea (almost $25 a bottle) blurs the line between tacky and tragic.

However, if I was getting paid to market this monstrosity I’d do more than bounce off the fact that the latest Syfy film has attracted 183% higher ratings than the first. I’d get creative:

Secure a predator partnership
I’d put a spin onto the perfume and market it as a scent that attracts sharks. By organising a photo-call at a leading aquarium, and asking a shark trainer to spray the fragrance on them before heading into the tank for feeding time, I’d generate some striking imagery to sell-into the media – National Geographic style.

Secret scent
Alternatively, I’d strip the perfume bottle of any labels and send it to a selection of high-end beauty writers to review – with a note including a web address. Journalists would then be encouraged to log onto the website and share their feedback – the good, the bad and the ugly. All the positive ones could then be leveraged across the film’s marketing materials (using the star rating often found on movie posters) to promote it further.

Failing that, I’d just ask Tara to jump into a shark tank, kiss a great white or dress up as a shark because, let’s face it, she’ll do anything.

What do you think – can any ‘fin’ make this stunt better?

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