Tag Archives: weight

Vittel vamps up water bottles to remind you to keep drinking

28 May

20140528-220339.jpg

Midweek question: should PRs and marketers attempt to create a campaign when an app already exists?

I woke up at about 3am this morning and killed some time checking Twitter (yes, I’m one of those people who reaches for their phone) and saw that Ogilvy – the agency behind the UN’s predictive Google search campaign to raise awareness of gender inequality – had posted some of its latest client work.

I took another look at the tweet, at a more appropriate hour, and found that the agency had created a ‘quick and dirty’ PR stunt off the back of consumer research.

A new survey has found that 80% of French adults aren’t drinking enough water, simply because they forget. So, Ogilvy has teamed up with Vittel to create a special bottle lid that reminds you to sippy sippy every hour.

Originally, I’d have thought this was great – especially after seeing that it’s secured coverage on Creativity Online, Design Taxi and has generated a social media buzz – if I hadn’t downloaded Water Balance recently, which takes a note of my weight and height before prompting me to drink at various times during the day.

Maybe I’m taking it too seriously. The video to accompany the stunt certainly doesn’t. It’s fast, fun and contains flags – what’s not to love?

But, don’t get too excited. At the moment, this is exactly what it says on the tin – a marketing opportunity for the company to study consumer behaviour, with no current plans to bring it to life.

So, I guess I’ve answered my own question. Although apps are convenient and cost-effective, stunts will always have that talkability factor – and Vittel is a great example of this.

What do you think – thirsty for more? Watch the video here:

Advertisements

Weight Watchers’ café is fuelled by social media

17 May

20140517-165751.jpg

It’s not a case of bloggers’ block that’s kept me away for so long; it’s a lack of intriguing campaigns. But, just as I was about to give up hope… Weight Watchers opened the door to a very interesting concept.

The weight-loss company has launched its first ‘Feel Good’ café in London, and social media is the key to getting in.

In exchange for spreading the ‘feel good’ message, customers can pick their favourite healthy dishes – for free.

It’s a bold and brave approach to hospitality, but it’s not the first time we’ve been bribed with freebies for a Facebook update. Remember Special K‘s Tweet Shop?

Weight Watchers’ café, based in Hoxton Square, may only be open for a week, but it is something the the brand will consider rolling out nationwide if it’s successful. After all, tasting is believing and if people choose its meals when eating out, then they’ll definitely purchase as part of their weekly shop. It’s a win-win.

So, don’t be fooled. Even if you leave feeling good, the Weight Watchers’ empire will feel better.

Don’t get me wrong. This is a breakthrough initiative for the weight-loss industry, as Alex from Social Media Frontiers says. And, for a brand which already commands considerable shelf space in supermarkets, this really was the only direction to go in. Sure, it could’ve partnered with an up-and-coming coffee chain but where’s the fun in that?

Big brands don’t tag-along if they’ve got the pulling power to lead from the front.

My only critique is that the café launch should’ve coincided with Social Media Day (June 30), but Weight Watchers has a good excuse – new research which highlights the dieting challenges the UK faces, and the café is part of the answer.

The only other question is, how will Slimming World respond?

20140517-165727.jpg

Our survey says… more please!

7 Jan

20140107-221444.jpg

Welcome Prime Timers – to the first blog of the new year.

If you’re struggling with the thought of the five-day working week, then this blog probably won’t help. I’m going to get underneath the skin of a recent survey and debate the PR-Journalist-Consumer relationship. That’s right folks, we’re exploring a three-way relationship.

The Energy Saving Trust has commissioned a survey which reveals that more than half of consumers prefer to see advertising claims backed by facts and figures. A further 41% are more likely to believe ideas supported by a third party expert organisation.

‘This is interesting’ I hear you say. But you’ll be even more surprised when I say just 1% said celebrity endorsement would increase their product loyalty.

So, judging by this report, big brands such as Nike, Pepsi and L’Oreal should scrap Ashley Cole, Beyonce and Kirsten Dunst and re-invest their budget elsewhere, because apparently it doesn’t work!

PR
From a PR point of view, what avenue you go down to get coverage depends on who your target audience is. Top titles such as the Metro and the Daily Mail are packed with survey stories, but you can’t have a conversation with a lifestyle journalist without a celebrity partner as back up.

That’s because celebrities don’t just push product, they market an experience. Are the research respondents actually telling me that when they’re looking for trainers they’re turned on by Which? statistics rather than the thought of looking like a model?

Which sectors should prioritise stats?
1. Financial
2. Technology
3. Healthcare

Consumers
I’m not expecting consumers to believe everything celebrities say. We’re in the middle of a sponsorship era. Do well in youe field, you get offers. Lie, cheat or fail to perform and those offers are taken off the table. So, media savvy readers will know that celebs will agree with almost anything as long as it pays well. These endorsements are PR through and through.

In some cases, celebrities can’t even uphold an exclusive sponsorship deal. In the Evening Standard tonight I saw that in an interview with the Radio Times, actor Ben Miller has admitted to fancying Typhoo Tea opposed to PG tips. He’s rocked the boat and put his personal opinion above his cash cow.

Which sectors shouldn’t prioritise stats?
1. Fashion and beauty
2. Arts and culture
3. Media

Journalists
But, when it comes to securing coverage, it takes far longer to explain your headline stat and sample size, compared to uttering the words ‘Gwyneth Paltrow‘. And, more often than not, she adds more weight.

I’ve actually had a journalist put the phone down on me, not because he wasn’t interested in my pitch but because he simply didn’t believe the figures.

There’s a time and a place for numbers and percentages. When they’re unusual, fool-proof and complement the product or service, they sit well with all everyone involved. But, if in doubt, find someone who will communicate your messages without the hassle.

What do you prefer?

20140107-221424.jpg

Prime Time Blog

PR-IN-MY-EYES

belfastdad

parenting, music, food, photography, tech, fashion

Global Talents

Let's have a laugh about all the silly situations we find ourselves into on today's job market

Mashable

Prime Time: 'PR in my eyes'

A Cup of Lee

Digital Communications in Ireland

Bucket List Publications

Indulge- Travel, Adventure, & New Experiences

Juddz' shower of thoughts

My shower of thoughts will detail fresh ideas to intrigue and inspire

OMNIRAMBLES

sporadic blogging by @dfergpr

%d bloggers like this: