Every beer drinker is convinced he can taste the difference between his favorite and other beers. The beer industry knows this is not true. Constant product / taste quality, good distribution, distinctive positioning supported by solid online and off line communication campaign does the trick.
In the USA there is a battle going in the imported beer category. Corona, the imported mexican beer, has "beer on the beach" positioning.
The Corona Beach from Big Spaceship on Vimeo.
It is under attack from Dos Equis with a brilliant "the most interesting man " campaign. Last year this campaign scored high on the viral video charts.
Advertising agency Wieden and Kennedy has developped a very appealing viral for Heineken.
They owe much to the campaoign of Dos Equis but gave it a modern and more refined twist in tune with Heineken´s positioning as a premium European import beer. For people with a more cosmopolitan urban style. Heineken shows correct way of entering a party.
Interesting to see what this new marketing campaign will do for sales and market share of the Heineken brand in the USA.
Source:
http://adage.com/digital/article?article_id=148178
13 January 2011
06 January 2011
Puppy tweets bad for the corporate reputation of Mattel ?
Have you ever wondered what your dog is really thinking? Now, dog tweets are the new bark thanks to Puppy Tweets, a new product perfect for social media enthusiasts and dog lovers.
http://puppytweet.com/
In its first-ever toy created for the canine community, Mattel introduced a product called "Puppy Tweets" that meshes the hugely popular Twitter with consumers' love of pets.
Puppy Tweets is a plastic tag with a sound and motion sensor that you attach to your pet's dog collar and connect its USB receiver to your computer. Then you create a Twitter account for your dog and enjoy updates all day from Sparky or whatever its name is on your computer or smartphone.
The tag is set with several pre-recorded tweets that are triggered by the dog's activities. So if he's running around, you might get a tweet that says "I finally caught that tail I've been chasing and...OOUUUCHH!"
Puppy Tweets is part of the No. 1 toymaker's line-up of new products for 2010 that it showcased to members of the media Thursday ahead of the industry's annual Toy Fair in New York 2010.
Puppy Tweets will be available at retailers in the fall, and will carry a suggested retail price of $29.99.
I wondered wether this product was a nice gadget with entertainment value. The price for a pink puppy tweet at Amazon has dropped to $14,95. Apparently according to Amazon user reviews this product is bad and sents out tweets all the time. A another devastating indepth review confirmed my suspicion. Thanks to the transparancy of social media a bad product can be detected soon. A hit and run marketing strategy is never good for your corporate reputation.
Bad customer reviews at Amazon.com
Devastating before christmas 2010 review
The 11 Unwritten Laws of Reputation Management
A nice quick read about reputation management and social media which puts you with both feet on the ground.
Source image: Seo-is-geen-oplossing-voor-online-reputatie-problemen
Source article: the-11-unwritten-laws-of-reputation-management
The real top 10 Twitter Trends !
Drumroll please! Here are the Top 10 Trends on Twitter for 2010 that indicate what shapes our lives and are most meaningful! (Cymbal crash!)
1. Gulf Oil Spill
2. FIFA World Cup
3. Inception
4. Haiti Earthquake
5. Vuvuzela
6. Apple iPad
7. Google Android
8. Justin Bieber
9. Harry Potter & the Deathly Hallows
10. Pulpo Paul
Confirms everyone´s suspicions about the meaningfullness of Twitter :)
Source 1: www.marketingpilgrim.com
Source 2: http://www.tednguyenusa.com/top-twitter-trends/
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