New Advertising Strategy For Hershey

To better capitalize on changing consumer and media trends, The Hershey Co. has hired Arnold Worldwide and expanded its relationship with North Castle Partners, shifting away from Ogilvy & Mather and DDB.

Hershey appointed Arnold Worldwide to create fully integrated advertising and marketing programs for its core chocolate brands, including Hershey's, Reese's, Hershey's Kisses, Take 5, York and Kit Kat. Arnold is known for building brands through multi-faceted programs that include broadcast, print, design, interactive, direct, promotions and public relations.North Castle Partners will provide fully integrated marketing programs for all of Hershey's refreshment and sugar confectionery brands, including Ice Breakers, Twizzlers and Jolly Rancher; key snack brands, including Hershey's Cookies and Snack Barz; and the newly acquired Scharffen Berger and Joseph Schmidt premium chocolates brands."In recent years, Hershey's marketing strategy has delivered consistent marketplace results through extensive innovation and seamless, experiential marketing programs," said Tom Hernquist, Hershey's senior vice president, president U.S. confectionery. "The changes we are implementing will help Hershey further build its brands and drive growth by connecting with consumers across a full range of touch points and media, including the Internet, public relations, consumer promotions and interactive communications."

by Publication: convenience store news Date: Thursday, October 6 2005

"Get Charged" - Hindware's new brand communication does it

With the tagline "Get Charged" Hindware, the unprecedented market leader in sanitaryware has rolled out its new commercial aiming to build an emotional cord between the brand and the customers.People spend millions of rupees on interiors, exteriors or paints but when it comes to designing a bathroom people seem to compromise, despite the fact that a bathroom is the most essential part of your home. "Get Charged", the all new brand communication of Hindware talks about that exclusive space, a person needs for himself in today's busy world. The Campaign has been conceptualized keeping in mind the hectic schedule people have in today's working scenario. The new commercial aims to make people feel that a bathroom is an exclusive place in the house which is away from all worries and stress of life and where one can relax, think, unwind and rejuvenate his senses to get charged for what life brings ahead. The communication effectively motivates people to rejuvenate themselves at their own home in their own space and time. Team Hindware is confident that this powerful theme will garner consumer focus and establish brand resonance in customer minds as this new theme is universal in its brand appeal and transcends different target audiences. In today's fast-paced and ecologically tough environment, take the time to relax your mind, body, and soul with high quality whirlpools and bathtubs offered by Hindware. In the words of V Krishnamurthy, Head Marketing, Hindustan Sanitaryware & Industries Ltd. (HSIL), "today, a bathroom is not a just small cubical part of any home; it's an attitude of the people who live in that place as well as a relaxation place people are looking for rejuvenation. At the other end of the scale you've got people using the bathroom as a wellness centre, but wellness in terms of renewal ? they want to work upon the body. So you've got hydrotherapy happening in the bath using jets, you have massage showers - you have quite full-on bodywork happening in the bathroom." "The new brand communication of Hindware simply redefines the spaces by making them the most exclusive place for distressing and rejuvenating life," concluded V Krishnamurthy.

By NDTV Profit Copyright 2008.

Limca resorts to OOH for ad campaign

MUMBAI: Limca, a beverage under the varied range of goods provided by Coco-Cola India, in association with the Truck Owners Welfare Society has come up with an advertising campaign. The campaign will use Out-of-Home (OOH) media to reach out to consumers around travel channels.
As a part of the agreement around 1000 trucks traveling across highways will sport variety of truck art like "Limca - fresh ho jao", "taaza ok please", "taazgi disha is taraf" and "13 mera 7 taazgi ki baat". Furthermore hoardings reading "freshness ka akhri stop- Limca", "taazgi disha is taraf- Limca" etc. are going to be placed on highways and dhabas as a promotional strategy deployed especially for the north Indian regions.
Coca-Cola India VP-marketing Venkatesh Kini said, "The Limca- fresh ho jao communication for the summer is all about the need to stay refreshed while traveling. The challenge was to break through the clutter and innovatively communicate this unique proposition. That is when the whole idea of leveraging Out-Of-Home media was conceptualized. The plan includes using 1000 trucks traversing the nooks and corners of India as mobile messaging media. Additionally, specially adapted communication messaging has also been developed to be put along highways and road side eateries. I am confident that the consumers would find both the Limca messaging and the medium of communication extremely appealing and exciting."
Truck Owners Welfare Society president Kultaran Singh Atwal said, "We are delighted to be a part of such a unique initiative involving 1000 trucks of our members. It is good to see due importance and recognition being given to the truck art form. Traditionally truck art has been used by truck drivers as a means to personalize their trucks and also to avoid accidents on highways. With changing times, I am glad that truck art has got its due with brands like Limca promoting its freshness message through this innovative and untapped medium."
The campaign's creative has been designed by Ogilvy & Mather.

by

Indiantelevision.com Team(15 May 2008 5:00 pm)

An Introduction To Longines

Witha long and prestigious history Longines is one of the world’s premier watch manufacturered in 1832, by Auguste Agassiz, when he moved to the Swiss town Saint-Imier; Longines has come a long way from the 18th century.

Longines has a rich history as a watch manufacturer and have made anumber of defining watches over the years which are popular amongstcollectors today. The company's tagline in its advertising is very suitable: “Elegance is an attitude.” Anyone wearing a Longines watch is justified in having an attitude, movado watches which campaign with Audrey Hepburn,Humphrey Bogart and its new ambassadors, the excellent actressesAishwarya Rai and Tatiana Patitz and the car-racing driver Pedro Diniz. Longines recognised their natural elegance and they joined Longine's’ ambassadors of elegance.

by eyefortravel.com

Advertising Strategy of Minute Maid in Sri Lanka

Minute Maid's strategy was to use a global platform but have a local appeal to our communication. For Minute Maid Orange, they tied up with one of the youth icons - Malith, who was one of the reality shows winners. We used the platform of ‘feel the real pulp (renu) as the communication and positioning strategy. There was no other product in the market, which had this uniqueness that gives the feel of fresh orange in the mouth, and hence they used this as their unique proposition. The communication helped to convey the intrinsic features of the brand. They did extensive sampling across the country so consumers could experience the product. From the response they got during the first few months it was apparent that the strategy was successful.

October 2009 Business Today Issue

ADVERTISING STRATEGY OF KITPLY

Kitply was the first branded plywood to introduce brand communication strategies in its product segment. Before Kitply entered the market, plywood was marketed and sold almost entirely as a commodity.
Kitply changed the dull marketing practices and established new rules through its breakthrough advertising. The communication focussed on Kitply’s unique qualities of being 'boiling waterproof' and this positioning was used in its advertising in films, print, outdoor as well as point of sale promotion. The campaign achieved very high recall and firmly established Kitply as a branded household consumer item.

Just like many other leading brands, Kitply has also successfully used cricket in its communication to grab the attention of customers. This strategy was almost inconceivable for wood product manufacturers before Kitply. The brand's connection with cricket through the Kitply Super Sixes campaign for successive international tournaments has created top-of-mind recall among viewers. The association with cricket heroes, like Sachin Tendulkar, who received Kitply cheques at the end of cricket matches created tremendous franchise for the Kitply brand.

GM India rolls out Chevrolet Spark marketing campaign

MumbaiGeneral Motors India has rolled out an integrated marketing campaign revolving around its mini car Chevrolet Spark, which follows the company's recent announcement of a limited period offer for Spark.The strategy takes a 360 degree approach and encompasses print, electronic, radio, digital, outdoor, cinema, CRM, showroom support, direct marketing, mall display activity and rural activation. "Our initial arsenal includes 25,000 cc of print, over 5,000 TV spots, 60,000 seconds of radio, 45,000 spots in cinemas and multiplexes, SMS blasts, etc. Further activities are planned that will leverage cross-promotions with brands that have similar quality and value propositions for the customer," said Ankush Arora, vice-president, sales, marketing and after-sales, GM India. GM India's network expansion drive for service centres is in full swing and 117 locations across India have now been covered with the state-of-the-art, customer-friendly, quick-response service points. By the end of this year, GM India intends reach out even better to its valued customers with a total of 125 sales points and 135 service outlets in place across the country. GM India is a wholly owned subsidiary of General Motors Corporation, with a state-of-the-art manufacturing facility in Halol, Gujarat. The company makes Chevrolet Tavera, Chevrolet Optra, Chevrolet Aveo, Chevrolet Aveo U-VA, Chevrolet SRV, Chevrolet Spark and Chevrolet Captiva for the Indian market.

by Televisionpoint.com Correspondent