Update

Life's been hectic lately, but I love it. I'm balancing my undergrad studies with two internships and a job on campus. I love all three--they each offer something different and are still completely relevant to what I would like to do when I graduate. I work in different areas of marketing, branding, and public relations between the three of them. I'm so thankful for the opportunity to have each and really enjoy learning from my supervisors, who really are mentors as well.

In the organized chaos that is my life, I've unfortunately struggled to keep up with my blog. My goal now is simply to post in this blog more frequently. Keeping up with industry news, sharing thoughts and giving feedback is critical in a marketplace of ideas. Check back soon for new posts and  follow me on twitter! (@AnnaC_Johnson)

Paula Deen's struggle with Type 2 Diabetes and redefining her image

Image by Getty Images via @daylife

Paula Deen recently announced her Type 2 Diabetes and faced backlash from fans for her paid promotion of the diabetes medication, Victoza. Deen claimed she hadn't gone public with her diagnosis in the three years she'd known about her condition because she "wanted to bring something to the table," according to the Washington Post.

Fans expressed their outrage that Deen hadn't come forward when she first received the diagnosis, which surprised Deen. Deen's fellow chefs and colleagues remained silent, some speculate, because they didn't want to become involved with the hypocrisy that now surrounds Deen.

Food Network learned out about Deen's Type 2 Diabetes with the public on Jan. 17 from her announcement on NBC's Today Show.

Deen was shocked by the backlash she received after her announcement. On Jan. 18 she pledged to donate an unspecified percentage of her pay as a spokeswoman to the American Diabetes Association. Whether the donations are in response to the backlash or not is unknown.

Deen's image as a celebrity chef and credible TV personality are tarnished by the circumstances under which she announced her condition. By coming clean initially, Deen would have undoubted received the support she yearned for. Now Deen must work to rebuild her image and Novo Nordick, the maker of Victoza, must work to save their campaign.

Toys 'R' Us puts a twist on vintage holiday commercials

For the upcoming holiday season Toys 'R' Us will bring back vintage advertising from the 1980s, according to a press release from their corporate website on October 28. (View the commercials here and here).

Vintage with a twist

The vintage commercials will establish a connection with older generations of consumers who grew up with Toys 'R' Us, especially by focusing on the well-known jingle “I don’t wanna grow up, I’m a Toys 'R' Us kid.” However, the commercials will end with an updated tagline, “Still the World’s Greatest Toy Store,” according to the press release.

According to a New York Times article, Greg Ahearn, the United States chief marketing officer for Toys 'R' Us, said the commercials are “more about the emotion” than they are about selling specific products within the commercials. The commercials feature toys that are no longer made or available. The company will release other advertisements to promote their new and top toys during the holiday season.

The vintage commercials will begin to air on major networks starting on October 30, according to the press release.

How effective will the vintage commercials be?

By targeting a large demographic with nostalgic advertising in the holiday season, Toys 'R' Us is making a wise strategic move. Parents and grandparents who see the ads will quite possibly be reminded of the holiday magic they experienced as children.

The commercials will feature new toys and the company is releasing a new catalog, called “The Great Big Toys 'R' Us Book.” Toys 'R' Us has also made a strong online effort by developing their status on Facebook and on Youtube. These tactics make Toys 'R' Us content readily available across several media outlets.

Regardless of the status of the economy, people still embrace the holiday spirit and buy many presents for friends and loved ones. By making a standout effort through their commercials, Facebook page, and easily digestible Youtube videos, Toys 'R' Us made a strong effort to stand out from other department or toy stores, and will likely be remembered by shoppers this holiday season.

Moleskine defends design contest, angers consumers

Image via Wikipedia

Moleskine recently launched a contest asking designers to submit entries of a new logo for the Moleskine blog, Moleskinerie. Designers responded in rage and disgust at the company’s exploitation of the consumers it serves.

Moleskine launched their contest on October 12, through the company website and on their blog. Moleskine, who predominately makes notebooks and sketchbooks, partnered with Designboom, a design magazine, to launch the contest, according to PRNewsonline.

Designers responded by negatively blogging and posting about the contest on the Moleskine website and the Moleskine Facebook page. As I type this, only 5 comments have survived censorship underneath the contest announcement. I can only guess how much longer they will remain posted. Moleskine reserves the right to censor the comments left on its website, but is that ethical?

In any crisis plan, responding rapidly is crucial.  But did Moleskine see this as a crisis? From their reaction, or lack of reaction, to the situation, I’d say probably not.

Today, nine days after the contest was announced, Moleskine posted a response to Facebook page comments. The response was not an apology or a discontinuation of the contest.

Moleskine defended the contest. “That said, being a contest, there’s a final price for the winner, but all the submissions are free, as well you are free not to taking part to it.”- Moleskine. I encourage everyone to read the full response.

What’s next for Moleskine?

Other than the possibility of a new blog logo, I would expect several things to change. The consumers who buy Moleskine products have been insulted not once, but twice. Hiring a designer may seem more expensive initially, but the cost of losing brand loyalty will always be higher. Moleskine has not handled this situation well and for that, they’ll pay a heavy price.

Advertisements and Marketing Strategy for Dr. Pepper 10: Sexist orDecisive?

Image via Wikipedia

Dr. Pepper 10 is the newest diet soft drink from Dr. Pepper.  With new packaging, marketing, and only 10 calories, Dr. Pepper 10 hopes to captivate a market that has slipped past competitors’ efforts, men. Marketing efforts for Dr. Pepper 10 include using testosterone based events and techniques such as promoting the product at mainly male populated events, according to AdAge.

After a positive testing period, Dr. Pepper 10 is now ready to move into a nation-wide launch according to MarketWatch. The product is becoming well-known for its controversial commercial, which includes the lines, “It’s what guys want” and, “It’s not for women."

Not for Women?

In the AdAge article, Dave Fleming, director-marketing at Dr Pepper said Dr. Pepper is not out to alienate women, their goal is to be direct and have fun. But does this ad alienate women nonetheless?

The approach to target men and deter women is undoubtedly a bold move, and has come under fire on the product’s Facebook page. While some may claim that Dr. Pepper is making a grave mistake by alienating consumers, is that really what Dr. Pepper is doing? Or will women will see the ad, and buy the soda for their husbands, boyfriends, or sons knowing it is what the men want? Perhaps some women will be so offended by the ads that they will avoid purchasing Dr. Pepper products in the future.

Are there double standards in advertising?

The future of the campaign is uncertain, but for now it is a bold new initiative that I am curious to watch. This commercial is the latest ad that has been considered sexist advertising. I wonder how the public would compare this ad to the “sexist” lingerie ad featuring Gisele Bundchen, that was banned from Brazil? When is it okay to focus only on one demographic and when is it okay to exploit a demographic?

ESPN falters after Hank Williams Jr. makes Obama analogy

Image via Wikipedia

ESPN recently experienced a brand crisis when country singer Hank Williams Jr. made an extreme analogy comparing President Obama to Hitler during a Fox News interview on Monday, October 3.

Williams is not an ESPN employee but is closely connected to the network because his song, “All My Rowdy Friends,” routinely opens Monday Night Football each week.

According to PR News Online, after William’s morning interview with Fox and Friends, ESPN issued a statement of disappointment with Williams’ comments, and suspended his song from that night’s Monday Night Football program.

The next day Williams issued an apology for his comments. The Anti-Defamation League also issued a statement in which they stated the emphasized the infamy of the holocaust. ADL national director and a holocaust survivor, Abraham H. Foxman, praised ESPN for pulling Williams from the broadcast.

ESPN waited until Thursday, Oct. 6, to sever ties with Hank Williams, Jr. In that lapse of time, media focus shifted from Williams to ESPN.

Time to think

The three days that spanned from Williams analogy to ESPN’s announcement that it had dropped Hank Williams Jr. left copious amounts of time for the public to wonder what ESPN would eventually do to correct the situation. The attention that was focused on Williams shifted to ESPN.

After issuing the initial statement and removing Williams’ song from MNF, ESPN made no further action until the announcement on Thursday. The delay in action is a cause for concern. Did ESPN try to collaborate with Williams?

Thinking Strategy

Williams’ website doesn’t reflect any collaboration with ESPN. The website shows stories for both the removal of “All My Rowdy Friends” from MNF and why Williams and ESPN are parting ways that conflict with statements given by ESPN.

ESPN could have avoided this brand headache if they had reacted sooner. The decision to have a great opening song to MNF shouldn’t come shackled to a political stance. Keeping the brand image sterling and stakeholders happy should have been the main concerns of ESPN in this case. Three days may seem like a quick reaction to some, but in the world of PR, three days is years too late.

Coca-Cola launches music-based campaign for 2012 Olympics

Image via Wikipedia

On September 29, the Coca-Cola Company announced its advertising campaign, Move to the Beat, for the 2012 Olympic games in a corporate press release. The campaign focuses on multimedia efforts to reach teens through global music. Coca-Cola enlisted British music producer Mark Ronson to create a song with popular British vocalist Katy B, and enlisted five young Olympic hopefuls from around the world as ambassadors for the campaign.

In the AdAge article, “Coca-Cola Launches Global 2012 Olympics Campaign With Mark Ronson” by Emma Hall, Coca-Cola’s Olympic marketing director, Claudia Navarro, said, "Stories don't live in one specific media. Last time, we made a TV commercial. This time we are telling stories. And mobile has an incredibly different role -- it means there's an interface with our stories any time, anywhere."

For the 2008 Olympic games, Coca-Cola used a TV commercial campaign. The new multi-faceted campaign will utilize TV commercials, digital and mobile platforms, and limited edition packaging. The song produced by Ronson will provide the soundtrack for these platforms and will be played at Coca-Cola events during the Olympic games in London, according to the press release.

In the press release, Shay Drohan, Senior Vice President of Sparkling Beverages at The Coca-Cola Company said, "The number one passion point for teens is music.”

Targeting teens is a clever move.

Social consumption has changed vastly since 2008. By adapting its marketing strategies to fit the needs of today’s social consumers, Coca-Cola will be able to reach a larger audience more frequently. Teens constantly use smart phones to reach out to their peers through other media outlets, such as Twitter, Facebook, or the newer Google+.

The Move to the Beat ambassadors may be viewed as peers by the teens and encourage them to participate in Coca-Cola’s campaign. By basing the diversified campaign around a song, Coca-Cola is tying its campaign message to that song. When teens hear the Move to the Beat campaign soundtrack, they will be instantly reminded of the Olympic games, and more importantly of Coca-Cola.