Octagon First Call

Kathy Kaehler stays busy - in addition to workouts with celeb clients including Cindy Crawford, Claudia Schiffer and Kim Kardashian, Kathy has a robust list of commercial clients who use her for her spokesperson services. Ragu, Hanes and Propel have all partnered with Kathy to tap into her expertise, creating content and booking interviews with her to share their brand messaging to a health conscious consumer.

Recently, Nissan teamed up with the long time Today Show fitness correspondent to promote the launch of their new website www.mastertheshift.com, straight from the press release:

The centerpiece of the program is four elite athletes and professional trainers - or “Masters” - Alberto Salazar, Hall of Fame marathon runner, coach, Nike Oregon Project; Chris Carmichael, former Olympian, best-selling author and trainer to Lance Armstrong; Kathy Kaehler, Celebrity Fitness Trainer; and Laird Hamilton, big wave surfer, master of crossover board sports, pioneer of tow-in surfing and TV Host.

These “Masters” will be featured in an ongoing print and online campaign in Rodale brands including Runner’s World, Running Times, Bicycling, Men’s Health, Women’s Health and Best Life. Rodale will create a custom website, mastertheshift.com, featuring the training philosophies of each “Master” via webisodes and training videos. The site will have weekly sweepstakes, events listings, and enhanced tools and social features.

An influencer like Kathy may not have the same type of platform to build her personal brand that a Hollywood celebrity enjoys (Movies, TV shows, etc.). She’s done well to face this challenge, staying fresh by creating new content often (as an author, an expert and an endorser) and relevant by making good decisions on where her content can be accessed (the right TV shows, magazines and high quality brands). This careful selection of high quality commercial partners benefits the brands in her camp, never diluting the product (her personal brand) with excessive or poorly chosen exposure. Always something to consider in a spokesperson, the previous endorsement deals they have done, Kathy is a good example of a spokesperson who has an eye on quality in the companies she keeps.

About 10 days ago, Hanes(R) launched its latest integrated marketing campaign featuring NBC’s Scrubs star Sarah Chalke. The latest campaign — No Ride Up Panty — focuses on women’s biggest underwear problem: wedgies! The print advertisement was inspired by her own wedgie mishap on the red carpet.

So we waited a week or two to write about the campaign because we were interested in consumer feedback. Interestingly, we haven’t seen much online yet.

The campaign’s television spots were directed by her Scrubs co-star Zach Braff.

As the Company’s press release says, “… currently available at retail stores, the Hanes No Ride Up Panty is made with super-soft cotton and rolled forward seams specially designed for a better fit that helps women stay “wedgie-free.”

TIP: It hasn’t been announced yet, but the blogs are talking about Charlie Sheen appearing shortly in the next run of Michael Jordan Hanes spots (previous co-stars include Kevin Bacon and Cuba Gooding Jr.). Stay tuned.

On last night’s episode of American Idol, Kelly Pickler’s appearance in a low cut, highly revealing top had Idol watchers chattering this morning. But what got OFC’s attention was the triumphant return of Jennifer Love Hewitt as Hanes pitchwoman in an equally provocative TV spot that ran during the show. In the commercial, Jennifer gets frustrated fighting through ill-fitting undergarments but ultimately finds comfort in the Hanes All Over Comfort Bra. Hanes has tied in additional JLH content for the consumer at www.hanes.com/photoshoot which adds a nice interactive piece to the program. Had Hanes only known to seed Pickler with the same product last night, they could have doubly capitalized on the exposure.