Tag Archives: Walmart

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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The Drum misses a beat

28 May

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I was interested to read that marketing magazine The Drum is challenging itself to develop an upcoming issue in front of a live audience.

At first I was impressed by the editorial team which laid down its own gauntlet to discuss content and interview key spokespeople (such as Dom Burch, head of social media for Walmart, and Selina Webb, communications director for Universal Music) to put together one of its fortnightly magazines. I was even quite excited at the feeling of sniffing out a story with the professionals, but all of those feelings disappeared when I found out that I was going to be charged more than £200 for the privilege.

I know it’s a commercial event for the brand to grow and improve its offering, but that doesn’t stop me questioning how The Drum can ‘sell’ this opportunity. Especially when the challenge is lukewarm; it’s hardly down to the wire – with more than two weeks from the ‘live’ session until the magazine is on the shelf.

I feel that The Drum has dressed up an exciting concept for the publishing world in sheep’s clothing. An event like this has the potential to hold something special for attendees that online and digital wouldn’t offer – the traditional interviews, feature angles and front covers.

More than this, it’s the perfect chance for young budding PR, marketing and advertising bods to learn some industry nuggets – but at this rate they’re priced out. I think working with future media executives would’ve made a much better story, but as it stands I’m cynical as to how much decided on the day will actually be published.

What do you think – is this a unique idea or a commercial flaw?

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