Hot Idea from Bush’s Best

It’s amazing how a simple change can really spark your curiosity—enough to reach into your wallet. Take Bush’s Baked Beans, for example. Don’t get me wrong. I like baked beans as much as the next person. But I haven’t bought baked beans in a while, and I haven’t thought about buying baked beans in a while. Enter commercial for Bush’s Grillin’ Beans. This new twist on Baked Beans is supposed to “perfectly complement” grilled food. Now, I don’t know how different these new beans are, but it’s one more instance of adding a little twist to a familiar product–and then using that change for all it’s worth.

Because Grillin’ Beans are not just a new product. Bush’s Best has elevated them to campaign status. You can submit video featuring your own recipes that complement their Grillin’ Beans on their attractive and easy-to-use microsite. And what’s even smarter is partnering with the Food Network. Not only can you win $5,000 for a backyard makeover, you could also score an appearance on the TV Food Network.

Sniffing out something new: scent marketing

Good marketing involves tapping into basic human emotions. And scents are powerful: they have a way of taking you back in an instant to a time in your childhood (a certain brand of dish soap immediately takes me back to my Grandmother’s kitchen) or of influencing mood (think aromatherapy). So it stands to reason that Scent Marketing is on its way. Intrigued about how to include scent into your branding and marketing? The SCENTworld Conference and Expo 2008 will hit Times Square from June 29th through July 1st.

Rock Star Branding

“Eric and Kathy” host a morning show here in Chicago. Their current ad campaign is plastered both inside and out of busses and trains throughout the city. Each ad features a rock star on one side, all dressed up in his/her usual garb, makeup, and expression—and then Eric and Kathy on the other side, imitating them. It’s simple and smart. Eric and Kathy are transformed into Pink, Justin Timberlake, Gwen Stefani, and Fall Out Boy, among others. And in each one, they actually do a surprisingly good job. Not only are the ads funny, but they also pose the question of how much of a rock star’s image is simply branding.

You can check out the ads here.

The Little Billboard That Could

This is the story of a little billboard in the humble Midwestern town of Chicago. It all started back in 1961 when Bernard Heerey purchased a building in the Gold Coast. Four-stories tall and overlooking the bright and energetic intersection of State and Rush, it saw many many people go by. When the neighboring buildings were torn down, Mr. Heerey saw a chance. This new expanse of bare brick wall was perfectly suited for advertising. Mr. Heerey rented out this space and then helped the billboard shine. He added more lights and expanded its size.

The only problem with this plan was that it required permits and more permits. None of the permits were obtained for the billboard, but it didn’t matter. Not until 1986, when the city finally noticed and ordered it be taken down. The billboard has been involved in legal struggles for over twenty years now, from administrative hearings, the Illinois Supreme Court, a federal trial, and finally through two rounds in the 7th Circuit Court of Appeals, where even a recent defeat didn’t deter Mr. Heerey’s representatives from carrying on the fight. Even though Mr. Heerey is no longer with us—he passed away in 1999—his billboard lives on and on.

Read the entire article in the Chicago Sun-Times.

The Power of “Eww”

Two recent vodka ads get the “eww” award for the day. They may be disturbing, they may be off-color, and that’s the point—because they also cut through the noise. It’s hard to get through to us. Not because we are thickheaded but because as plugged-in Americans, we are so marketing savvy. And (for better or worse) this visceral reaction is one way to still get through to us. Two examples of the power of “ew” are Svedka Vodka’s “Fem Bot” ads and Belvedere Vodka’s, er, well, girl next to the crotch ad.

The Svedka ad campaign features a rather well-endowed robot naughtily posing for the viewer. The basic idea is that Svedka Vodka was “Voted the #1 Vodka in 2033.” A fake history chronicling events leading up to 2033 has also been proffered on their website. We’re looking at the future of vodka. But it goes beyond a joke. There is something a little weird and a little creepy about sexy robots. Something a little…”ew.”

The Belvedere Ad features a presumably college-aged girl applying bright red lipstick using the reflection in a belt-buckle next to an unidentified crotch. As the viewer, we’ve interrupted her for a moment. She turns and looks at us, wide-eyed and perhaps a bit startled. But who are we and why are we interrupting? Right. Ew.

And those “ewws” are what sticks. Here I am already having thought of the ads for far longer than the slews of other ads that slip by daily. That’s the power of “ew.”

Deceptive Drug Ads?

Like the Jedi Force, marketing is not inherently good or evil. When well-executed, it is influence. It is powerful. I remember first seeing Merck’s and Schering-Plough’s Vytorin ads(both print and tv) and thinking that they were quite clever and effective. But sometimes, the law decides that it needs to step in. Three pharmaceutical companies are facing scrutiny at a hearing that deals with deceptive television ads.

The ads in question are Merck’s and Schering-Plough’s Vytorin, Pfizer’s Lipitor, and Johnson & Johnson’s Procrit commercials. And what’s deceptive about them?

The Lipitor ad features the inventor of the artificial heart. Doesn’t sound like too big of a deal. But the only problem is that he appears to be dispensing medical advice—and he’s not a practicing physician. The commercial for Vytorin was pulled after a study revealed that it doesn’t lower cholesterol any better than an older generic drug. And Procrit, which treats the anemia related to chemotherapy, represented itself as a way to deal with “cancer fatigue.”

Head of the U.S. House of Representatives Energy and Commerce investigative panel, Democrat Bart Stupak, called for tighter restrictions on direct to consumer ads, saying “Pharmaceutical companies should consider it a privilege to be allowed to air DTC ads in this country…We should make sure that pharmaceuticals companies conduct themselves responsibly.”

Representatives from the companies–as well as several Republican lawmakers–say that the ads motivate consumers to get more information and see their doctors. Republican John Shimkus of Illinois also brought up the point that the FDA has not had the chance to crack down on these ads since they’ve been granted the power to do so earlier in the year.

Next week, the FDA will hold its own hearing regarding the ads.

The only other country to allow drug companies to promote ads to consumers is New Zealand. I’m curious what other Beneath the Brand readers think about the issue: if drug companies should be able to market directly to consumers with or without restrictions—or if they should be allowed to market DTC at all. It’s not a cut and dry issue.

Marketing folks are a creative bunch—one run through the Vytorin ad will tell you that. But there are ways to help connect consumers with quality products and services without deception.

Read the whole article at Reuters.

Not Just Another Cooking Show

Branding each of the shows on The Food Network is crucial to keeping us coming back and not just saying, “another cooking show?” Their branding is conscious and effective, from the logos right down to the atmosphere of each kitchen.

Starting with the powerhouse 30-minute meals with Rachel Ray, the angle here is fast meals, made by someone just like you–but better. Her logo’s font looks like a futuristic courier new, an efficient, get-the-job done workhorse. But there’s a serif on the “i” that extends backwards instead of the dot that should be there, tipping us off to the fact that this is not your average cooking show. What we will actually be watching is a fiery and charming woman conduct a three-ring circus for a half-hour that miraculously ends with a bombastic and tastefully twisted comfort food. Her kitchen also suggests this. It’s organized, efficient, with crayon inspired colors.

Quick Fix Meals with Robin Miller projects the attitude that if you are methodical, you will be able to keep the chaos of the modern world at bay. With a little planning and pre-prep on the weekends, you can quickly create three healthy and delicious meals during the week for your family. Her logo is an all caps, serif font on ruled paper that resembles a schedule. No nonsense here. The logo is warmed up by her handwritten name. Once we come into her kitchen, we know that kids “live here.” Her counter is cluttered: dishes in the drainer, scattered appliances, thermoses, bowls of fruit, a cookie jar. The color palate of her counter-top items are pastel and rainbow colored, like a child’s toy box. Through rather fussy looking “mom” curtains we see a lush back yard. Her dishes are classic to the extreme: few surprises, nothing spicy, and all kid-friendly.

To get an idea of the tone of Guy’s Big Bite, just picture a bunch of guys sitting around and shooting pool in their rec room. Guy, with bleach blonde hair, tattoos, and skater style guides us through meals that blend nostalgic fun with big flavors, such as fried pepperoni lasagna with a grape soda cocktail. He’s a big kid–just take a look at his kitchen with its racecar-inspired fridge. Just beyond the open kitchen we see a bar and a pool table. His logo is done in a poster-style font that narrows at the top of the letters–making them appear monumental and also suggesting in a Star Wars-type way the fun that we will have during his half hour.

Much like Guy’s concoctions, Tyler’s Ultimate revolves around the dishes that we remember from childhood. But this is not your mom’s nostalgic cooking. Nope—it’s much more masculine than that. This time they are THE BEST. Ever. Tyler’s meals are not really about speed. He creates the ultimate foods by starting with classic dishes: enchiladas, chicken cacciatore, chicken salad sandwiches–and uses fresh, quality ingredients in big portions. Again, the logo tells the whole story: it gives us a sense of “back when” by clicking around like old film. The font also looks like vintage letterpress. The masculine factor is evident in the block style font and calligraphic elements recalling tattoo art. Additionally, Tyler’s kitchen is truly a kitchen for a dude. The low key tomatillo-green tiles and gash of exposed brick wall recede and provide the perfect backdrop to highlight the utensil-heavy no-nonsense kitchen. This workshop feel extends all the way to the foodservice dishwashing hose in the sink.