The traditional cycle of fame and fortune dictates that the most active, successful celebrities are also the most marketable, generally inking the most deals. Every now and then, however, we’ve seen a campaign re-launch the career of someone whose marketability had dimmed. This is the case for a few stars this summer - Isaiah Mustafa, Betty White and Ed “Too Tall” Jones.
Mustafa, originally known for his success as a wide receiver in the NFL, has returned to the spotlight as Old Spice’s “Man Your Man Could Smell Like.” His performance in the hilarious horseback commercial helped the brand win the prestigious Cannes Lion’s Grand Prix for film earlier this summer. Since then, Mustafa has created the sequel to the Old Spice series, appeared on Oprah and signed a deal with NBC to act in an upcoming network sitcom.
Before 2010, Betty White’s acting career could already be categorized as remarkable. Over the course of several decades, she collected numerous Emmy Awards and became a household name as the star of Golden Girls. But it was White’s recent Super Bowl commercial for Snickers that proved she continues to get better with age. The commercial’s popularity helped earn White a hosting gig on Saturday Night Live - following a public campaign on Facebook. Her humor on SNL was so well-received that she signed with TV Land to appear on the sitcom Hot in Cleveland, which premiered last month.
Throughout his career in the NFL, fans recognized Ed “Too Tall” Jones just as much for his height (6′9″) as for his remarkable defensive performances. Now, Jones’ height has once again launched him into the media spotlight - this time through GEICO’s ad questioning whether or not he is, in fact, too tall. Along with this commercial performance, Jones also appeared with fellow NFL retirees Drew Pearson and Tony Hill at Long Range System’s “Kool Coaster” introduction at McCormick Place earlier this spring.
Kudos to Old Spice, Snickers and GEICO for recognizing the appeal of these celebs and finding a way to simultaneously promote their brand and bring “celebs of the past” back into the spotlight.
“Maybe she’s born with it. Maybe its Maybelline.” “Easy, Breezy, Beautiful CoverGirl.” “Because You’re Worth It.”
Over the years, these cosmetic taglines have become extremely well-known due in part to the A-list celebrity talent that represents each brand. Cosmetic endorsements have become the coveted partnership among female actresses in Hollywood. Traditionally, the beauty industry has focused most of its efforts on women, but within the past year alone, advertising for men’s personal care lines has skyrocketed due to the growing potential of the male beauty trend. All over the country, men are becoming more beauty conscious and are unafraid to let their meterosexual side shine through. As the boundaries begin to blur within the beauty industry, marketers are working to shift their attention to the growing male audience for what looks to be the biggest year for male beauty products that the industry has ever seen.
A recent report by Global Industry Analysts predicts that the world market for men’s grooming products is projected to exceed $33.2 billion by the year 2015. The men’s grooming market has expanded significantly from the traditional shaving products and deodorants and now encompasses other categories including skincare, hair care and bath products. Because of this, leading beauty brands and manufacturers have reorganized their marketing initiatives to capture the growing male market. Proctor & Gamble recently negotiated a partnership with Texas based supermarket, H-E-B, to create a new men’s personal care section. Unilever has made men the focus of their biggest 2010 product launch for Dove Men, claiming that there is a $700 million opportunity to increase the men’s personal care market. Whether through promoting masculinity or utilizing celebrity endorsements, beauty brands are jumping at the opportunity to gain awareness and increase sales within the male market.
Here are some of the male celebrities and athletes who are proving that personal care products aren’t just for the girls anymore:
Drew Brees and Dove Men: Brees was announced the first spokesperson for Dove Men back in February. Brees helped Dove Men launch their new product immediately after the 2010 Super Bowl where he starred in a “Victory Shower” commercial and posed for print advertisements.
Patrick Dempsey and Chris Noth for L’Oreal Men: Both Dempsey and Noth will be using their charm to promote some of L’Oreal for Men’s new products. Dempsey was featured in a North American ad campaign for L’Oreal Paris Men’s Expert new hydra sensitive line of gentle skincare products. As an avid user of the L’Oreal Men’s products, Sex and the City actor Noth has become the new face of L’Oreal Biotherm Home anti-aging skin product.
Kelly Bires, Dale Earnhardt Jr. (JR Motorsports) and Suave Men:Just this month, Suave Men announced their partnership with Earnhardt’s JR Motorsports and driver Bires. Suave Men will be sponsoring a head to head challenge, donating the winnings to Earnhardt’s foundation. Suave Men will also become Bires primary sponsor.
As the men’s beauty trend continues to rise, don’t be surprised to begin to see some of your favorite male actors and athletes confess their loyalty to their favorite beauty brand.
For most people snow days are a nuisance, but for some marketers/brands they can represent a great opportunity to connect with a captive audience. Consumers are stuck indoors and are looking for ways to pass the time. Where do you think they’ll turn? You guessed it, social media and television. Here are some brands who stand to benefit from the “Snowverkill”…
Winter Olympics - For those marketers activating programs in and around this year’s Winter Games today’s blizzard could not have come at a better time. Over a foot of snow falling in the northeast (and parts of the mid-west), there will be millions of consumers, in some of the country’s largest media markets, with snow and winter activities on the brain. With that many people stuck inside brands with Winter Olympics ties (AT&T, Coca-Cola, Under Armour, Audi, etc.) should be pushing their programs on Twitter and Facebook, driving consumers to their websites and raising awareness about their Winter Olympics programs.
Nickelodeon and Disney - On snow days kids typically want to go sledding, have snowball fights and build snow men, but Nickelodeon and the Disney Channel could entice kids to stay inside with a special “Snow Day” programming block that consists of their most popular shows and movies. Imagine a six-hour High School Musical marathon starting at 10 am and ending at 4 pm. Disney Channel would have a great mid-day ratings. You mean to tell us that a “Nickelodeon Snow Day Special” made up of SpongeBob, iCarly, Drake and Josh, and True Jackson, VP wouldn’t give the channel a mid-day ratings boost?
Super Bowl Campaigns - Immediately following the Super Bowl all of the talk centers on the game and on the commercials, but by Wednesday things have died down. ”Snowpocalypse” changes that this year, Super Bowl marketers have a chance to extend the buzz their programs and commercials created during Super Bowl Week and the Big Game itself. So those brands who have solid social media programs supporting their Super Bowl efforts (check out our list of the best Super Bowl social media programs), are in prime position to capitalize on the millions of people sitting at home, messing around on their computers, looking for something to catch their attention. Brands should be pushing links that provide exclusive behind-the-scenes and making-of content from their Super Bowl commercials and programs. If a brand launched a Super Bowl-related Facebook app or announced a contest/giveaway they should be re-launching them on a day like today (really that goes for any and all brands who have a significant social media program underway).
Social Media has become a key component of any marketing campaign. This might not have been true as recently as a year ago, but you can barely find a campaign that doesn’t, at the very least, feature a branded-Facebook page. The great thing about having branded Facebook pages is that they allow consumers to interact in an open forum with not only the brand, but with each other as well. These consumers can then spread the brand message through their own networks.
Check out the Facebook pages from the following campaigns that are activating in and around the Super Bowl:
Boost Mobile We praised them in yesterday’s blog for using a celebrity spokesperson to drum up interest in their “Boost Mobile Shuffle” Super Bowl ad, and today we’re praising them for their Facebook page. The brand has been updating the page frequently throughout Super Bowl week and providing consumers with exclusive content, articles and links as well.
Pepsi The soda giant is all over Miami this week. They eschewed traditional Super Bowl advertising this year, and are promoting their social entrepreneurship campaign, the Pepsi Refresh Project, using social media. Their Facebook page is truly something to behold, it allows consumers to submit their own ideas and vote on their favorite projects.
American Association of Orthodontists Social media is a wonderfully effective tool for non-profits, it’s a cost-efficient way of getting their message out. So we couldn’t be happier to see a non-profit embracing social media as a marketing tool. AAO hired Emmitt Smith as a spokesperson during this year’s Super Bowl and they were great about updating their Facebook page with Emmitt content-great to see them use a celeb and support the program so well through their social media outlets.
DiGiorno Their “You Bettis Believe” campaign is in full swing and they’ve been working hard to reach customers through their Facebook page. The “Bettis Believe” program has its own mini-pages where consumers can watch Jerome Bettis’ DiGiorno commercials and also sign up for the brand’s Draft Party Sweepstakes where one lucky person will get to win a trip to Las Vegas for a Draft Party with Jerome Bettis.
Volkswagen VW is going to debut their new commercial featuring Tracy Morgan during this year’s Super Bowl. The spot will be used to launch their new campaign which is bringing back the classic “punch buggy” game that bruised so many arms in our youth. To support the campaign they’ve “found” the creator of the punch buggy game and have him tweeting from @sluggypatterson. Volkswagen is also posting videos of Sluggy on their Facebook page. We’d be surprised if VW didn’t have a mini-page featuring Tracy and Sluggy up and running as soon as the commercial airs.
Check out the Facebook pages of some other brands (Miller Lite, AXE) who are doing work during the Super Bowl and while you’re there be sure to stop by the First Call Fan Page and tell us you think!
Normally a Super Bowl advertising giant, Pepsi has made a decision to forego a coveted TV spot during this weekend’s big game and, instead, enhance its philanthropic efforts with a new campaign. Launched yesterday, The Pepsi Refresh Project isan ongoing cause-marketing campaign that will donate $20 million dollars to worthy individuals, non-profits, and business aiming to have a positive impact on the community.
The campaign will fund projects in six categories including Health, Arts & Culture, Food & Shelter, The Planet, Neighborhoods and Education. Each month, up to 1,000 participants will be able to upload submissions to the program’s website and visitors will have the opportunity to vote for their favorite, with project grants ranging from $5,000 to $250,000.
Joining in on Pepsi’s Refresh Project are some of Hollywood’s most well-known names, as well as a few NFL greats:
Demi Moore (@mrskutscher) - already campaigning hard for her role in January’s Pepsi Refresh Celebrity Challenge,Moore is aiming to earn a $250,000 grant for GEMS - Girls Educational & Mentoring Services. The grant would provide support to outreach workers who help women who have experienced sexual exploitation and domestic trafficking integrate back into society as healthy, safe, productive individuals.
Kevin Bacon - in friendly competition with Moore, the recent Golden Globe and Screen Actors Guild winner is campaigning to give thousands of people a SixDegrees.org $20 Good Card - a gift card for charity - which they can use to support their favorite cause.
Drew Brees (@drewbrees) - this New Orleans Saints quarterback is hoping for a big win during this month’s NFLRefresh Project. Brees is campaigning for a grant to help in the fight against cancer by renovating rooms at The American Cancer Society Patrick F. Taylor Lodge - a New Orleans based establishment that provides housing accommodations and lots of hope for cancer patients and caregivers.
Mark Sanchez (@Mark_Sanchez)- reaching out to his 88,000 followers on twitter, the New York Jets quarterback is rallying to bring awareness to early signs of juvenile diabetes. If Sanchez comes out on top, his grant will go towards the Juvenile Diabetes Research Foundation to create educational programs that will help lead to early detection and prompt treatments.
DeMarcus Ware - theDallas Cowboys linebacker is bringing his protective instincts off the football field with his campaign to provide a safe environment for abused, abandoned and neglected children by supporting Jonathan’s Place. This “home-style” emergency shelter can help these children by providing them with better medical care, counseling, clothing, food and shelter.
This month’s winners are scheduled to be announced on Monday, March 1st, 2010 and with the program’s charitable focus, the Refresh Project has gained interest from media and celebs alike.
Take a look at Lee Hawkins and Suzanne Vranica’s article “McDonald’s Bets LeBron James Won’t Be a Tiger” in today’s Wall Street Journal. It gives a nice look at McDonald’s recent signing of LeBron as a brand ambassador. The relationship will officially kick off during a pregame Super Bowl spot.
LeBron James and McDonald’s new partnership will kick off with a pregame Super Bowl spot.
The article featured thoughts from First Call as well (below). Enjoy…
David Schwab, vice president and managing director of Octagon First Call, a celebrity-marketing arm of Interpublic, says that refusing major corporations a greater say in morals clauses “has become a deal breaker.” He adds that the James deal is “good for the business.”
With Super Bowl XLIV less than two weeks away, the hype surrounding the athletes is palpable. Indianapolis Colts QB Peyton Manning is unquestionably one of the most marketable NFL athletes of all time, but will receive even more media attention during the next couple of weeks. As expected, his current marketing partners (Wheaties, DirecTV, Gatorade, MasterCard and Oreo) will be leveraging the media buzz around Manning and the game in the next two weeks. Manning’s storyline is even more unique this year, as Peyton’s father Archie was a former New Orleans Saint. Brand’s such as BankPlus and NFL Ticket have utilized the family’s storyline in previous commercials.
New Orleans Saints QB, Drew Brees, will also receive much attention in the coming weeks. If the Saints win, I wouldn’t be surprised to see another brand attached to Brees’ current list of marketing deals that includes Pampers, Spark Energy Drink and fantasy football destination The National Football Post. And the Saints’ Reggie Bush has crossover marketing appeal, as he is also known as pop star Kim Kardashian’s boyfriend. Check out his current Red Bull endorsement. Carl’s Jr. will be smart to utilize their partnership with Kim Kardashian surrounding the game as well.
With Father’s Day just around the corner, we typically see quite a bit of media covering the holiday in these two weeks prior. This year, Craftsman beat everyone to the punch by enlisting the help of Archie Manning (the father of Football’s First Family). Archie appeared on Fox & Friends this morning, where he promoted Craftsman’s “Man-A-Cure” contest in which ten deserving dads will win a prize pack of Craftsman tools (worth $1,000). And keeping with the Father’s Day theme, Archie’s Super Bowl MVP son Eli called in to surprise his dad on the show.
Archie Manning and Craftsman partner to give ten dads $1,000 of tools.
Archie and the program fit well (and organically) together-what dad doesn’t like tools? And who’s better to promote Father’s Day than the father of an iconic football family (and The National Father’s Day Council’s Father of the Year)? Kudos to Craftsman for being ahead of the game with Archie and the contest.
We helped on a great project this week. We engaged Olivia Manning, the mother of Super Bowl QB champions Peyton and Eli Manning (and wife of Archie Manning), to “quarterback Zatarain’s “Motion for Mardi Gras”, in an effort to collect online signatures to petition Congress to declare Mardi Gras a national holiday.”
Olivia, as you may not know, “lives in New Orleans and celebrate Mardi Gras in true New Orleans-Style fashion. In her home, Mardi Gras is already an official holiday and the centerpiece of the party is the food. Their celebrations are always filled with close family, great friends and, of course, terrific New Orleans-Style cuisine.”
Zatarain’s is considered one of the top New Orleans style food companies, with a variety of pasta and rice dinner mixes as well as seasonings, spices and breadings. In conjunction with the “Motion for Mardi Gras” campaign, they will also make a donation to the Rebuild Fund of the Greater New Orleans Foundation. The donation will provide funds for areas of New Orleans still recovering from Hurricane Katrina’s destruction.
Laura Petrecca at USA Today has a nice wrap-up of the 2009 Super Bowl ads and viewers’ responses. She was kind enough to mention our blog post that covered all of the the celebrity appearances throughout the commercials.
In addition to the recent news that Taylor Swift will headline her first tour starting April 23, she has also teamed up with Jones Apparel Group’s L.E.I. fashion line to develop her own line of inexpensive sundresses. The dress line starts at $14 and hits Wal-Mart stores this month. She will also appear in Jones Apparel Group’s new spring and autumn ad campaigns.
Taylor Swift's ad for her new LEI sundress line at Wal-Mart
ABC will announce the cast for season eight of Dancing with the Stars on Sunday. Host Tom Bergeron will announce the names throughout their primetime lineup (which includes Extreme Makeover: Home Edition, Desperate Housewives and Brothers & Sisters). If tradition holds true, expect to see a few of the cast members’ careers pick up after the show ends. Check back here for our most marketable picks early next week.
