Tag Archives: Beauty

A child Picasso gives Waitrose a helping hand

26 Aug

20140430-231008.jpgThey say the ‘kids are all right’. But, the phrase should be the kids are always right. Earlier this year a little girl wrote a letter to Lego complaining that boys had all the fun because they got the chance to play the hero, whereas female figures had limited prospects sunbathing on the beach or relaxing at the beauty parlour. Lego listened and promptly launched a limited edition set of inspirational female scientists that have sold out in stores in the US.

Now, seven-year old Harry Deverill, from Dorset, has taken it upon himself to redesign Waitrose’s bottle of brown sauce. He couldn’t work out what the current picture was meant to be, so supplied the supermarket chain with three alternatives. And, as a result, it’s replaced its essential range’s brown sauce label with one of his images.

It was always going to be a success.

Up-market supermarket Waitrose, which previously slid to PR success, has not only shown that it listens to its customers’ suggestions (note suggestion, not complaint), but that it’s also open to change. And, in doing so, has proved that it understands good PR.

I’m sorry Harry but, in the foodservice industry, updating packaging that has existed from the beginning of time is not high on its list of priorities. After all, it’s got shelf space, profit margins and new products – such as Curiosity Cola, Birds Eye Mas#Tags and Warburtons – to contend with. But, in spite of all this, it knows that putting a call into its printing factory is worth generating content for its own publications (Waitrose Kitchen and Waitrose Weekend) and national consumer titles such as the Daily Mail, Daily Express and the Metro.

Although, this wouldn’t be Prime Time if I couldn’t find a way to critique the perfect PR stunt.

Taking a proper look at the previous label’s artwork I can conclude that it’s bad – really bad. Why Waitrose has been precious about it for so long is beyond me. So, why not extend the opportunity and launch a competition for other children to submit their designs for its essentials range? I appreciate that redesigning the entire collection might be a bit much, but it could start with the condiments and table sauces and work it’s way through the shop slowly.

This will generate even more content for the brand to roll out across its:

a) Social media channels
Competition entry galleries where fans are encouraged to vote for their favourite image.

b) Marketing magazines
Features on the children behind the winning designs.

c) TV shows
PR through cookery demonstration discussions.

A competition would also lend itself to a local PR campaign in hotspot areas, with the results transitioning into advertising slogans.

It’s come this farand I salute Waitrose for its willing gesture. But, it doesn’t have to be a one-hit wonder. Keep the momentum going by involving more customers and sit back and enjoy the results.

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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Volvic goes back to its roots with Tough Mudder deal

23 Apr

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I have a confession to make. Seven months ago I completed the incredible Tough Mudder challenge, and sometimes I wear my victory t-shirt to the gym to subtly show other people on the treadmill how brilliant I am. By the way, it feels good.

If you don’t know what Tough Mudder is, I’ll pop it into a nutshell for you: it’s 12-miles of electrifying pain across muddy terrain that requires top teamwork to overcome physical and mental challenges for a great cause – Help for Heroes.

Last year, I entered a team of chefs on behalf of my client, Meadowland, and ended up escorting them (slowly, slowly catch a monkey) down the track. I hadn’t trained, I was tired and almost gave up after nine miles. But my team, and every other competitor, kept me motivated. And that’s the beauty of Tough Mudder. It’s a challenging movement with camaraderie at the heart of every step – which is a marketing dream for the right brand.

So, I’m impressed that Volvic has recognised the event’s reach by signing a three-year sponsorship deal.

More than having the foresight to partner with this international event, it’s also creating a digital campaign to bring it to life. From Facebook ‘fan’ galleries to YouTube content, it seeks to unite runners online as well as on the circuit.

Executed in the right way, Volvic has a great opportunity to generate a good return on its £550,000 deal, by:

* Raising brand awareness through Tough Mudder’s existing comms
* Generating effective content that can be leveraged across traditional and social media
* Getting its products into the hands of thousands of runners across a series of regional events year-on-year.

Let’s just hope, for everyone’s sake, there’s still a pint of Strongbow waiting for them at the end. It’d be a shame for this brand to step away just as it’s built up momentum. Water just won’t cut it when you’ve been electrocuted, frozen and thrown yourself off walls.

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