Octagon First Call

Clever marketing by Lucky Me Tee’s. They sent out a press release today with a still image of Dancing with the Stars contestant Brooke Burke in dress rehearsals wearing their apparel. Because there are some clothing restrictions during the live broadcast, this is a clever way to maximize the opportunity and still get in-broadcast exposure. 

After doing some double checking with Brooke’s official baby website - Baboosh Baby — I am leaning to believe she doesn’t have a deal with Lucky Me Tee’s. If that is the case, a very quick ambush marketing success. And even if she does (in a “seeding-type” of way), smart marketing by Lucky Me.

Attached is the press release written by Lucky Me Tee’s PR firm.

Below is the second half of this month’s Talent Email. Be sure to also check out our feature in PR Week.

Dancing in September
Reality television’s reigning dance queen and rising country singer Julianne Hough is partnering with Wrigley, one of the world’s leading makers of chewing gum. Hough joins R&B music sensations Chris Brown and Ne-Yo to deliver their fresh new takes on Wrigley’s Doublemint, Juicy Fruit and Big Red commercial jingles. Hough’s DWTS partner, comedic radio personality Adam Corolla, is trading in his dancing shoes for tacos and burritos. Corolla is teaming up with Taco Bell to promote their all-new Big Bell Box Meal, which is said to satisfy all hunger needs at a low price. Taco Bell is also continuing its music promotion program called “Feed the Beat,” where the chain rewards successful indie rock bands such as Myriad with meals after their late night concerts.  All My Children actress and upcoming DWTS competitor Susan Lucci is starring in an infomercial for Malibu Pilates, a Pilates machine made by Gunthy Renker.  

Blue Jean Baby
William Rast, a denim brand created by Justin Timberlake and business partner Trace Ayala, is using scripted trailers as a unique way to promote the brand, starring none other than Timberlake himself.  The video can be found on http://www.williamrast.com/williamrast/index.html.  Olympic gold medal winner Nastia Liukin is starring in a series of print ads for Vanilla Star’s “Smart Girls Rock” campaign.  The ads for the jean brand will appear in national magazines, buses, kiosks and billboards in NYC and Los Angeles.  Levi’s has enlisted a list of celebs to promote their “Unbuttoned” campaign, including next-generation artists Estelle, Nikka Costa  and Wale.  Each artist has their own subsite, where users can download free content.  BMX rider Jamie Bestwick and celebrity blogger Perez Hilton are also participating in the promotion.  Levi’s will continue to unbutton new artists over the next year.  

Model Behavior
Clothier Hurley International has chosen model Bar Refaeli to star in an advertising campaign for their Young Contemporary collection.  She will be modeling next spring’s lineup of sporting bikinis, sheer T’s and denim shorts.  Yaya DaCosta, runner-up in Season 3 of America’s Next Top Model, is featured in a television commercial table dancing her way into a pair of high heels lined with Dr. Scholl’s massaging gel insoles.  No stranger to the beauty industry, model Gisele Bundchen will be the next spokesperson for Max Factor cosmetics, just in time to celebrate its 100th birthday.  Former model turned actress Brooke Shields has teamed up with VW in advertisements for the upcoming Routan minivan, the “only minivan in America with German engineering.”

If you would like to be added to our Talent Email distribution list please email caitlin.krembs@octagon.com.

Celebrities are lending their names to more than just perfume and soft drinks these days. As we’ve noted before, more and more celebrities are endorsing cause-related campaigns. This weekend, celebrities will be seen supporting good causes at three different television events.

Over 50 celebrities are slated to perform, take pledges and/or introduce segments of the program for Stand Up to Cancer, a charity focused on cancer awareness and research.  Many of the participating stars (ie: Christina Applegate, Katie Couric, Ellen DeGeneres) have a personal connection to the cause. The star-studded event will be aired on ABC, CBS, NBC and E! during Friday’s prime time slot.

Friday, Fashion Rocks will kick off New York Fashion Week (aired Tuesday on CBS). Performers include Justin Timberlake, Fergie, Keith Urban, the Pussycat Dolls and Kid Rock with Denis Leary hosting. The annual charity concert will benefit the Stand Up to Cancer charity.

Finally, the two-hour variety show America United: In Support of Our Troops will air on Sunday evening. Celebrities such as Pam Anderson, Janet Jackson, Ne-Yo and Snoop Dogg will make global appearances at military bases to benefit SupportAmericaUnited.com.

The celebrities involved in these events run the gamut in personalities, age and image. While this may attract a unique audience, cause-related campaigns should be aware of the change in perception that celebrity supporters/spokespeople can cause for a NPO. The results of our Cause-Related Celebrity Survey indicate that the public often changes their perspective on a campaign due to their personal opinion of celebrity spokespeople. 

Check back soon for a summary of all of our survey results.

The guest judge on Project Runway amplifies interest and drama in each episode, in addition to providing a unique point of view. With a wide array of guest judges—from Brooke Shields to RuPaul, Bravo has done an incredible job of leveraging the excitement surrounding the show. And they don’t always rely on traditional celebrities to generate the hype. 

Last night, for example, celebrity stylist Rachel Zoe served as the guest judge. The rising Hollywood ‘influencer’ has a busy schedule with her own Bravo show (The Rachel Zoe Project) premiering next month and a new Rachel Zoe brand of clothes and accessories launching in 2009. While Bravouses a variety of guest judges on the show, they are careful to select people who will speak to the show’s audience and create an interesting angle for the weekly challenge. Thus, Rachel Zoe and other influencers are a perfect fit. Project Runway fans are likely fashion enthusiasts and value Rachel Zoe’s opinion. Not to mention the fact that Zoe can plug her own Bravo show with the larger and more established audience that Project Runway attracts.

Earlier this season, actress Natalie Portman served as guest judge on the show. She was able to showcase her new vegan shoe line to her ideal consumer—the show’s fashion-forward audience. Bravo to Bravofor working with these celebrities and influencers to create a mutual benefit for both.

Speedo’s new LZR Racer racesuit has been the lead swimming story (outside of Michael Phelps attempt for eight gold medals) the past few months. The new suit has helped athletes shatter world records and improve personal best times.   

And now with the Games less than 10 days away, the news is branching outside of the Olympics page into mainstream sports and news. Nike has just formally announced that they are letting their contracted swimmers use rival Speedo’s suit in the Beijing Games.

Darren Rovell from CNBC summarizes the story very well today.

This happens in all sports but not at this level and not in such an open/public way.

If you read this blog, you’ve heard this before. While celebrities can be used in marketing campaigns, influencers are the wave of the future. I love Luminess Air’s website and infomercial starring Friends make-up artist Kathleen Karridene, The View’s make-up artist Rebecca Borman, three time Academy Award winner Ve Neill and more.

The product is an airbrush make-up system. And it makes so much more sense for the brand to use these people as spokespeople than an actual actress, musician, athlete, etc.

And the brand gets plenty of mileage out of saying — “Friends make-up artist …”. Just the simple TV name once goes a long way.

Kelly Ripa is all over TV. In the course of ten minutes this morning, I saw her Tide advertisment (with her husband and friends) that began last fall, her Electrolux commercial and a plug for her TV show with Regis. She is dangerously close to being overexposed. She has a perfect blend right now but if she gets another national spot at the same time, it may be overkill.

PS — Celebrity Circus premieres on NBC tonight starring Christopher Knight, Janet Evans, Rachel Hunter, Wee Man and hosted by Dancing with the Stars contestant and boy band star Joey Fatone. I give it three weeks before it is pulled.

Country’s rising star, Taylor Swift, is the newest face of the L.e.i. clothing line, a mix of jeans and tops that are very popular amongst teens and tweens.  The Back-to-School campaign, entitled “This is L.e.i. Country” will hit in late summer, with ads debuting in the August issues of Teen Vogue, Cosmopolitan, Seventeen and other fashion and entertainment magazines.  The campaign also includes online, mobile marketing elements and a strong presence within Wal-Mart stores (the line will be sold exclusively at Wal-Mart stores as of July 2008).   The company will also tie in sweepstakes and contests to meet Swift and attend her concerts.

Taylor is on fire.  Her first album, released in 2006, went triple platinum and has spent 18 weeks so far in the #1 position on the Billboard Country CD Sales Chart.  She won Video of the Year and Female Video of the Year at the 2008 CMT Music Awards and leads the pack for the 2008 Academy of Country Music Award nominations.  She is touring this summer (from June 13-September 26) with country’s reigning champions, Rascall Flatts.  Although the 18 year old is popular among teens, she appeals to adults as well.  She was named No. 57 on Maxim’s Hot 100 List for 2008, just behind Dancing with the Stars turned country singer, Julianne Hough. 

Is L.e.i (life. energy. intelligence.) , who has never before enlisted a celebrity to be the face of their campaign, on their way to becoming the next Sketchers?   Swift is a great spokesperson to enlist, both because of her marketability, potential longevity with her career, and the person and values she represents. 

Stylists and designers are getting more and more corporate gigs; spokesperson work, reality judging and personal appearances. And June Ambrose could be the next big one.

She is a designer and stylist to the stars and is now making her reality show debut on MTV’s Rock the Cradle as the style/image judge. The show features children of nine superstar musicians as they compete against one another to determine who has what it takes to be the next rock star.

She has spent her career styling Kelly Ripa, Mary J Blige, Mariah Carey, Missy Elliott, Diddy, Fantasia and more. A little more than a year ago, she also released a book, Effortless Style. Degree Ultra Clear deodorant used her as a spokesperson around the same time as the release and even sponsored her book release parties in NYC.

Last year, McDonald’s used her a fashion media consultant in the springtime with a new salad they were featuring. She’s been known to fly around the world to style Jay-Z and his “album covers”.

She is intelligent, attractive and bright and we have always wondered when her first real break would come. Maybe this MTV show will put her on the national stage forever…

And let’s not forget she is media friendly. She has already appeared on Regis & Kelly, Oprah, the View, vh1, E!, ABC’s extreme makeover and more.

PS — The nine celebrity offspring featured on Rock the Cradle are Olivia Newton-John’s daughter Chloe Rose Lattanzi ; Kenny Loggins’ son Crosby Loggins; Eddie Money’s daughter Jesse Money; Joe Walsh’s (The Eagles) daughter Lucy Walsh; Al B. Sure’s son Lil Al B Sure; Dee Snider’s (Twisted Sister) son Jesse Blaze Snider; Tom Johnston’s (Doobie Brothers) daughter Lara Johnston; MC Hammer’s daughter Akeiba Burrell Hammer and Bobby Brown’s son Landon Brown. Rock the Cradleis produced by FreemantleMedia North America, with George Moll, David Goffin, and Larry Rudolph serving as executive producers.

By: Alyssa Untracht 

How fitting. Literally.

Sexy, sun baked star Matthew McConaughey is developing his own line of swim apparel named j.k. livin, after both his Production Company and mantra: “Just keep livin’.” A one stop shop for everything beach, the line will be available on his website this summer.

We can not help but applaud Mr. McConaughey’s point of entry into the apparel business - he could not make his debut in a better way. While he has modeled for other fashion houses, he is creating a line that 100 percent represents himself to the fullest. To the delight of countless women, the star, widely known and recognized as a true beach bum, remains virtually shirtless and clearly does not plan on changing that anytime soon. In fact, he’s endorsing it. Perfect choice. 

Interesting timing too: His movie, with fellow co-star Kate Hudson, Fools Gold, was released February 8, and grossed $32 million in ticket sales its opening weekend. Is it that people love the Hudson/McConaughey dynamic duo? Or do they just want to see McConaughey sans shirt for two hours? Additionally, McConaughey’s next film, Surfer Dude, in which he plays a “soul searching surfer undergoing an existential crisis” is set to be released later this year. The placement of the beach brand seems perfect: right between two beach-based films starring the shirtless star. All I know is that this business venture fits McConaughey just like a glove….or a pair of swim trunks.

One last Oscar’s note. Did anyone hear the shout out from Jennifer Garner at the Oscar’s? Most the time when actresses are asked about their look, they reply with “what they are wearing”. Not Mrs. Affleck. She gave Rachel Zoe a ton of publicity when asked on the Oscar’s red carpet show along with mentioning it to other reporters along the way. Last year, Zoe published her first book, Style A to Zoe: The Art of Fashion, Beauty and Everything Glamour, which reached out to an even bigger audience as Zoe could now style stars and everyday people with her style tips. Zoe, like Emeril, Ty Pennington and others, has broken throuh the influencer clutter to be considered a true celebrity.