MAM

Unilever's Axe Deodorant recognised for creative marketing

SAN FRANCISCO: Monthly magazine Business 2.0 has named Unilever's Axe Deodorant, Rheingold Beer and Walt Disney's Buena Vista Pictures recipients of the 2003 Business 2.0 Sweet Spot Awards. The awards recognise the most innovative and successful marketing campaigns of the past year.

The 2003 Sweet Spot Award winners were selected by Business 2.0 editors and a panel of marketing, communications and creative professionals.

The editor of Business 2.0 Josh Quittner said: "We dedicated this year's Sweet Spot Awards to campaigns that were able to harness that squishy concept called inspiration while still achieving a wholly practical goal: results. In addition to celebrating Axe Deodorant, Rheingold Beer and Walt Disney's achievements, we unveil some of the behind-the-scenes thinking that went into these successful marketing initiatives."

Business 2.0 deals with business, technology and innovation. It is published out of The Fortune Group at Time which is an AOL Time Warner company.

Most Innovative Campaign: The Dutch consumer products giant Unilever introduced Axe Deodorant Bodyspray to American consumers last July with a humorous, edgy campaign by New York agency Bartle Bogle Hegarty that focused on the testosterone-addled preoccupations of its male target audience.

Determining that this ad-weary demographic prefers to "discover brands," the agency bypassed conventional television ad saturation in favor of a highly targeted Web initiative. Judges were impressed, declaring that this sense of discovery really works.

Best Brand Relaunch: Tasked with the assignment of relaunching a brand that had been dead for 25 years, and armed with a $500,000 budget and the edict to capture the mercurial "Manhattan hipster" market, branding agency Powell revitalized Rheingold Beer by reviving one of the brand's classic hallmarks: a beauty contest.

Leveraging Generation Y's fondness for nostalgia and enlisting the involvement of East Village and Lower East Side barkeeps, Rheingold promoted the contest through a series of billboards. According to judges, by managing to keep the contest "below the radar enough to tap that tough-to-get New York trendsetter/culture driver crowd," the strategy paid off in hard-won buzz.

Most Bang for the Buck: Walt Disney's Buena Vista Pictures was concerned that 40-something superstar Mel Gibson might be too mature to appeal to the teen market it needed to make Signs into a summer blockbuster.

Therefore, the studio turned to Cornerstone Promotion to create a low-out-of-pocket guerrilla marketing strategy for the eerie flick. The judges described the cost-effective campaign, which included creepy online ads, a downloadable remix of the ominous sound effects from the movie and a reworking of the film's posters into the mysterious shape of crop circles as a great example of the extent of lifestyle immersion necessary for effective viral marketing.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/Foodpanda.jpg?itok=yKaa5k_Z
Foodpanda acquires Holachef

Food delivery company Foodpanda, India’s fastest growing today announced its acquisition of Mumbai-based food-tech venture Holachef. Through this collaboration, Foodpanda marks its strategic entry into cloud kitchens and plans to launch its own brand of food products in different categories.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/Amazon_Echo.jpg?itok=QN1qoBs_
Amazon Echo says experience everyday magic in new campaign

In today’s world, where people are worried that the growth of technology is drawing them apart, Amazon Echo’s new campaign aims to bring Indian families together with its smart speaker technology. The campaign stitches together an Indian family’s everyday situations that lead to small moments of...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/Ajmal_Perfumes.jpg?itok=texd-a7j
Ajmal Perfumes partners with Parcos

Global home-grown perfume house, Ajmal Perfumes has entered into a strategic association with one of the leading perfume and cosmetics retailer, Parcos.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/KFC_800.jpg?itok=-PI1xbA_
KFC hands over digital mandate to iProspect

iProspect India, the digital agency from Dentsu Aegis Network, has bagged the SEO, paid media and digital business for KFC India, an American fast food restaurant chain. The account will be handled from the agency’s Delhi office.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/kosh.jpg?itok=QxXcsMbN
KOSH Oats launches Roti Donation Drive on World Food Day

KOSH Oats by Future Consumers announces ‘Roti Donation Drive’ a special initiative which starts on World Food Day.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/Truecaller.jpg?itok=GJpRMARf
Truecaller shows it is more than just a caller ID & spam detection app

Truecaller has launched its new television and digitally focused advertising campaign with the tagline ‘Sab ke liye’ meaning both ‘for everyone’ and ‘for everything’. The ad campaign is aimed to create awareness among the audience about the recent features introduced on the app apart from Caller ID...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/15/birla.jpg?itok=ZSHorrmj
Birla Gold & BBH team up for another power pact film

Birla Gold, the cement brand of the B.K. Birla Group of Industries launched its new ad campaign marking the beginning of the latest Pro Kabaddi League season and commemorating its association with Patna Pirates, three-time winning champions.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/15/fbb.jpg?itok=8qWOjTIx
fbb launches its festive collection at Mumbai Airport

The season for shopping has begun and people all over the country have increased their spending budgets to ensure they look their best this season.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/kansai.jpg?itok=bLHO7bPV
Kansai Nerolac reconstitutes its iconic 'Ghar Ki Raunak' jingle into a song

Kansai Nerolac Paints Ltd. (KNPL), one of the leading paint companies in India and pioneers of ‘Healthy Home Paints’ has recently teamed up with popular Indian music director, Pritam’s musical platform JAM8 to roll out a rendition to Nerolac’s iconic jingle as a song, across India.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories