Is Ronald McDonald the New Joe Camel?

Is Ronald McDonald the new Joe Camel?

It strikes some as ridiculous to compare a “smooth character” who extols smoking with a floppy-shoed clown meant to represent the joy of mini hamburgers. But to many activists on the frontline of the war on obesity, the McDonald’s mascot is pushing a product they claim is as dangerous as a cigarette.

It strikes others as ludicrous to suggest that fast-food marketing will go the way of tobacco advertising, which abdicated from TV in 1971 and is today a shadow of its former self. Then again, in the early 20th century it was unthinkable that cigarettes would one day be vilified—just as there was little inkling in 1979, when McDonald’s rolled out the first Happy Meals, that more than 30 years later they would become a whipping boy for the national obesity epidemic.

This is why the fast-food industry seems to be taking proactive steps to raise its image by focusing on moderation, new kids’ meals, exercise and health initiatives. (www.adage.com)

Marketers Reach for Wrinkle Cream as Cosmetic Claims Face Scrutiny

Cosmetics have for years taken a backseat to drugs, food and nutritional supplements when it comes to scrutiny from regulators and other watchdogs, but that is changing.

The Food and Drug Administration, Congress and the National Advertising Division of the Council of Better Business Bureaus are all focusing attention on what may be the fastest-growing regulatory frontier in marketing: cosmetics ingredients and claims.

The Obama administration’s fiscal 2013 budget includes a proposal for nearly $19 million in user fees for the cosmetics industry to fund enhanced monitoring, which would include a switch to mandatory from voluntary registration of ingredients.

Justifying the moves, the FDA points to explosive growth in the U.S. cosmetics market, to $60 billion annually. That market is also increasingly global, with the number of imported cosmetic products nearly doubling between 2004 and 2010, to almost 2 million. (www.adage.com)

‘Martha Stewart Weddings’ Expands Gilt Partnership

It’s spring, which can only mean one thing: It’s wedding season. Gilt Groupe is tying the knot with Martha Stewart Weddings on its semi-annual bridal sale, which runs across all of Gilt’s properties from Gilt Taste to Gilt Home starting today. It’s the second bridal sale that Weddings has been involved with—the first was in 2010—and marks a major expansion in their relationship.

This time around, in addition to curating items for the sale, Weddings is providing editorial content, hosting a Facebook chat with editor in chief Elizabeth Graves and assistant fashion market editor Carrie Goldberg, and offering brides-to-be a chance to spend a day with the magazine’s staff in New York City. “Gilt is adding more editorial content, so we wanted to build on that,” said Graves.

Apart from promoting the Weddings brand, Graves hopes to leverage her editors’ expertise beyond just party planning. “What I really wanted to do this time is include voices from our style department. I think this will introduce people to our fashion aesthetic a lot more,” said Graves. (www.adweek.com)

EverStart Continues As Title Sponsor Of Series

FLW announced today that EverStart, the No. 1 retail selling automotive and marine battery brand in the world, has extended its sponsorship agreement with the world’s largest tournament-fishing organization. EverStart remains title sponsor of the prestigious EverStart Series, a 20-tournament circuit plus championship event, featuring the emerging stars of fishing and FLW pros competing for top money and prize awards across five divisions.

In addition, EverStart will receive exposure across FLW’s multiple media platforms, including its bass and walleye tournaments and Expos, multiple websites, FLW Bass Fishing and FLW Walleye Fishing magazines and the most widely distributed weekly outdoors-sports television show in the world, “FLW”. “FLW”, hosted by Jason Harper, will devote an episode to the EverStart Series Championship and is broadcast Sundays in high-definition (HD) to more than 559 million houses worldwide on NBC Sports Network. EverStart will also be highlighted at FLW Expos in displays and via promotional products and signage at all FLW tournaments.

Professional bass anglers Randall Tharp and Ron Shuffield will again represent EverStart in FLW Tour competition. This distinguished team has more than 20 years of combined professional experience. Tharp, of Gardendale, Ala., finished second at this year’s Forrest Wood Cup; 2012 will mark his fourth year on the FLW Tour. Shuffield, the Bismarck, Ark., native, has qualified for the Forrest Wood Cup the last five years and finished the 2011 season ranked 22nd in the Angler of the Year race. (www.sponsorship.com)

Part of Waste Problem Is Now Part of Solution

HONEST TEA, like other organic beverage sellers, normally promotes its real leaves, fair trade certified tea, less sugary taste and environmentally friendly packaging. Its newest campaign acknowledges that it is part of a problem of waste in discarded drink containers and, to counter that, encourages more recycling.

The company alone generates about 20 million glass bottles and 60 million plastic bottles annually. Over all, Americans used 38.6 billion glass beverage containers, and 71.9 billion plastic beverage bottles in 2010, according to the Container Recycling Institute, an antiwaste organization based in Culver City, Calif., that tracks data on the topic.

The Environmental Protection Agency estimates that only about 33 percent of glass bottles, and as few as 27 percent of plastic bottles, are recycled.

“We wanted to do something in a big, visible way,” said Seth Goldman, co-founder and chief executive of Honest Tea, a low-calorie beverage brand that Coca-Cola bought last year. (www.nytimes.com)

Jeep Signs On as USA Basketball Sponsor

The United States Olympic program might not have picked its basketball team yet, but the team already has a full lineup of sponsors.

USA Basketball, the nonprofit governing body for basketball in the United States and organizer of the Olympic basketball team, will announce Jeep as its newest sponsor and the Jeep Wrangler the “official vehicle partner of USA Basketball.”

Jeep will introduce an advertising campaign, called “Power Within,” next Saturday. As part of the campaign, Jeep will introduce a vehicle, the 2012 Jeep Wrangler Unlimited Altitude.

The campaign will feature Chris Paul, a point guard for the Los Angeles Clippers and a finalist for the 2012 Olympic basketball team, as its spokesman. A television ad featuring Mr. Paul will include a voice-over and music by Common, and the tag line, “A legendary vehicle supporting a legendary team.”

Revenue from the partnership will be used to finance USA Basketball programs, including junior programs for boys and girls.

Some print ads and billboards featuring Mr. Paul and the Jeep have the headline, “Legendary Teams Live for the Road.” Digital elements of the campaign include a microsite, Jeep.com/USAB, which will include video interviews with Mr. Paul, a sweepstakes to win the new Jeep Wrangler, and live coverage of Jeep and USA Basketball events. (www.nytimes.com)

Old Spice Champion: Sweet Smell Of Success

Old Spice is back with more advertising antics and this time there’s even a DeLorean involved. The campaign, “Believe in Your Smellf” focuses on a new product in the Red Zone line of body wash and spray, suggests that “the sweet smell” of success is what really matters.

Extending the “Smell is Power” campaign that ran through March, the new push touts the new Champion line of deodorant/antiperspirant, body wash and body spray products. The Old Spice Red Zone line — which is intended to appeal to guys who like to spend time grooming — comprises antiperspirant, deodorant and body wash products in a variety of scents and formulas. In addition to Champion, there’s After Hours, Aqua Reef, Pure Sport, Swagger and new Champion and Danger Zone.

The Champion campaign includes several outlandish TV spots about an uber successful guy who appears on the beach in a DeLorean “environmentally responsible sports sedan” made of sand, gives the heave-ho to actress Heather Graham (to her chagrin), and wins a horse race, by actually running in the race himself with the jockey on his back.

A spokesperson for the P&G division said there are three spots — with the lead one, “I can do anything,” running with 45- and 30-second versions; a 15-second spot just focused on the DeLorean; and another 15-second ad. The Old Spice campaign typically goes to humor and sports-related programming — e.g., Comedy Central and pro football, the spokesperson noted. (www.mediapost.com)
Under Armour Woos Women With Social Goal-Setting

In its ongoing attempt to win over women at every step of their fitness journey, Under Armour is introducing a goal-setting Web site called “What’s Beautiful.” Involving Twitter and Facebook, the site is “a competition to redefine the female athlete,” with an end result of three new “faces” for Under Armour, as well as seven brand ambassadors.

It’s also an opportunity for the brand to max its ROI on social media, while building a closer relationship with its core customer, Adrienne Lofton-Shaw, senior director of women’s marketing for Under Armour, tells Marketing Daily. “What we get really frustrated with is advertisers who talk about beauty in terms of how you look, not what you are made of,” she says. “So this site, which allows women to enter any kind of fitness goal, whether it’s competing in the Ironman or running your first mile, is about tenacity, and never quitting.”

Enlisting people’s social networks is a logical way to get support, she says. “Every powerful woman’s brand starts with hearts and emotion, so we designed this contest in a way that uses her social community to help her.”

Through the site, women declare a goal, and then post proof of their progress with videos, photos and diary entries. In addition, users will get 15 Under Armour Missions, as well as motivational content from guest trainers, UA’s athletes (including the likes of skier Lindsey Vonn and sprinter Natasha Hastings), gear giveaways and updates on other competitors. (www.mediapost.com)

Corona Invites Viewers To Break Free From Rut

Corona Light is debuting a national marketing campaign that encourages consumers to trade up from their brown bottle domestic light routine to a Corona Light for a change of pace.

As the brand continues to strengthen its identity, the light beer brand is looking to increase its trial with consumers who are used to buying domestic light beers, said Jim Sabia, Crown Imports chief marketing officer.

“We wanted to explore the concept of how trading up on your beer can alter the course of your entire night,” Sabia said in a release. “Our campaign takes aim at the post-college, day-to-day rut that many people find themselves falling into.”

The campaign includes two TV spots, debuting nationally on April 23, and a customizable “Rut Buster!” Facebook application, which offers rut-busting alternatives for those who find themselves caught in a monotonous routine. (www.mediapost.com)