Unilever’s Dove has always geared its products toward women, but the Sunday Super Bowl ad revealed a new play call. Dove has recently launched a line for men: Men+Care, which will include three body washes, two bar soaps and a scrubber. The Dove Men+Care will be Unilever’s biggest brand launch this year.
The Dove Men+Care campaign aims to celebrate real men. According to Brand Republic, “A spokesman from Unilever said the ad follows Dove Men+Care research which found that three quarters of men over 30 feel that advertising does not represent their real lives.” Hence, the campaign stresses the life of real men and the journey they embark on to become comfortable in their own skin.
With an ad during the Super Bowl and Drew Brees as the campaign spokesperson, Dove Men+Care aims to attract and keep a core male audience. The Dove Men+Care website has a video of Brees taking a “victory shower” with the slogan “Drew Brees has another reason to sing in the shower.” The Men+Care line looks to compete against Nivea Men, L’Oréal Men Expert and Gillette.
Apple seeks to once again revolutionize the digital world with the launch of its new iPad in March. Apple’s website describes the tablet computer, which includes a 9.7-inch touchscreen display and iPhone operating system, as “the best way to experience the web, email, photos, and video.”
With the iPad, Apple has created the first product to close the gap between the laptop and smartphone. Apple’s iPhone and MacBook models are on top seller lists and have contributed strongly to the company’s revenue growth. With demand for both the iPhone and Apple’s line of laptops going strong, this may be perfect time for Apple to introduce a product that combines the features of both devices.
How will the iPad be differentiated from the iPhone and MacBook? First, it will tap into the e-book market. Apple’s CEO Steve Jobs announced that iBook apps have been developed for the iPad, which will provide access to e-book content from several major publishers, creating competition with other devices like the Amazon Kindle. Second, it will create an even more personal and portable experience than working on a MacBook or an iPhone. Consumers will be able to flip through a photo album, browse music, read an e-book, and surf the web—all with their fingertips.
The iPad will be available in two models—one with Wi-Fi and one with AT&T 3G coverage. Models will be offered in three sizes (16, 32, and 64 GB) and range in price from $499 (for the least expensive Wi-Fi model) to $829 (for the most expensive 3G model).
Apple’s target market for the iPad seems to be anyone and everyone—from children who play games, watch movies, and read books, to business men and women who peruse the news, check stocks and write emails. The device has been met with some criticism, with comments centered around the device’s inability to run flash video and multitask. The real question is: How will the mass market respond to this new technology? Is it another revolutionary success for Apple, or will the hot streak finally end?
Using an innovative strategy of complete transparency, Dominos launched their new pizza recipe to demonstrate their honesty about the shortcomings of their core product and attempting to emerge victoriously. Facing criticism head-on, Domino’s pizza reinvented their traditional recipe in response to focus groups and negative Twitter comments. Domino’s developed a new advertising campaign to kick off their improved pizza which included a microsite with a live Twitter feed, a video documentary and a Twitter hash tag, #newpizza. “The old days of trying to spin things simply doesn’t work anymore,” said president Patrick Doyle, who will become CEO in March, during an Associated Press interview. “Great brands going forward are going to have a level of honesty and transparency that hasn’t been seen before.”
Despite the fact that Dominos did not turn to consumers in their test kitchens, they are tempting pizza lovers to try the revamped pizza, offering 2-medium, 2-topping pizzas for $5.99 each. Twitter feedback over the new recipe is mixed ranging from positive and negative tweets to confused and curious tweets (one blogger, Rebecca Kelley called Dominoes out for censoring negative feedback on the Twitter feed, but it seems they have since changed tactics and allowed it). We wonder: will Dominos be able to keep up the social media hype surrounding its new recipe? How long will they keep up the transparency campaign? Will the new taste alienate core customers? And to top it off, will the million dollar pizza makeover be a marketing success?
Learn more about the 2009 Most Memorable New Product Launch survey. Watch Julie Hall, EVP/Partner from Schneider Associates, Aaron Reid, Chief Behavioral Scientist from Sentient Decision Science, and Patrick Richardson, Integrated Marketing Director from Schneider Associates discuss migration marketing, social media, television, the survey and the results.
The Internet and television are merging to form new marketing trends. Watch Julie Hall, EVP/Partner from Schneider Associates, and Aaron Reid, Chief Behavioral Scientist from Sentient Decision Science, discuss social TV and other marketing trends from the Most Memorable New Product Launch survey of 2009.
As you look toward upcoming new product launches, see what made the Most Memorable New Product Launches of 2009 so successful. Schneider Associates, Sentient Decision Science, and IRI review the top 10 product launches of 2009, as determined through the eighth annual Most Memorable New Product Launch Survey. This presentation discusses what made these product launches memorable, as well as the latest marketing, consumer purchasing and behavioral trends, including:
• Migration MarketingTM
• Social Media
• Media Multitasking
• “Trading up” or “down”
• Emergence of Small Indulgences
• Brand Trust
• Health Attribute Seeking Behavior
When: Tuesday, January 12, 2010, 3:00 to 4:00pm ET
Where:
Your Desk
What:
Thought Leadership Webinar
Greetings!
As you’re looking at your upcoming 2010 new product launches, look at what made the MMNPL launches of 2009 so successful. Join Schneider Associates, Sentient Decision Science, and IRI to review the top 10 product launches of 2009, as determined through the eighth annual Most Memorable New Product Launch Survey. We’ll discuss what made these product launches memorable, as well as the latest marketing, consumer purchasing and behavioral trends, including:
• Migration MarketingTM
• Social Media
• Media Multitasking
• “Trading up” or “down”
• Emergence of Small Indulgences
• Brand Trust
• Health Attribute Seeking Behavior
and much more…
How to Attend:
Click here to register now on the IRI Web site.
Hosts: • Julie Hall, Executive Vice President, Schneider Associates • Aaron Reid, Chief Behavioral Scientist, Sentient Decision Science • Char Partelow, Senior Vice President of Consumer and Shopper Insights, IRI
Cheetos released a GIANT edition in preparation for the holiday season. Limited edition, Giant White Cheddar Snowballs, introduced on December 7th, encourages us to have fun indoors while not missing out on the snow!
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