It’s launch week and the U by Kotex buzz has certainly begun!
News about Kimberly-Clark’s latest line of boldly-designed feminine care is spreading rapidly thanks to an outstanding placement in The New York Times, the launch of the brand Web site, the distribution of the corporate press release and MMC’s media outreach and influencer mailing. Just four days in and media impressions have already surpassed the 100 million mark.
As part of this exciting campaign, MMC created an integration on “The Tyra Banks Show” that aired yesterday. The program served as a platform to spark a much-needed national conversation on vaginal health. The result — more than 35 minutes of air time, at least ten mentions of the word “vagina,” U by Kotex logos and product visuals, as well as key brand messages delivered by two U by Kotex advocates. A true success! But for several reasons…
- The Right Integration to Reach our Young Female Target: MMC recommended an integration specifically with Tyra Banks because she has a reputation as an outspoken advocate for issues that impact young women. She doesn’t shy away from real talk, and isn’t afraid to tackle embarrassing topics. In addition, Tyra resonates as a peer among our target audience of women aged 14-22, even though she is viewed as a celebrity.
- Integrated Effort: We worked closely with our colleagues at Mindshare, the media buying agency for U by Kotex, to negotiate the terms of the buy. As a joint team, we recommended purchasing multiple segments on the show to ensure depth of messaging for the brand. We also worked with the team to make sure our integration air date coincided with the brand launch.
- Driving Content: Once the integration was locked in, one of the most important items became the brand document, which the show uses as a guide to develop the segments. MMC was able to own this document and outline our wish list for content. We summarized our campaign elements, key messages, call-to-action, requests for U by Kotex advocates to appear on the show, and suggested branded placements for product and logos. Key reason whyt it was so strong!
If you didn’t get the chance to watch the integration live, you can view a portion on the Tyra Show Web site: http://tyrashow.warnerbros.com/kotex/ Enjoy!!
As the old saying goes, everyone is Irish on St. Patrick’s day, right? Of course! Well, if you’re not sure what to do, here are some hints from one patriotic Irish-American:
First, pick out your best “splash of green” – a tie, socks, a sweater – something that puts you in a playful, spirited mood. Never overdue it unless you want to look like a Midwestern tourist in town for the parade. Subtlety is key.
Now, head off to the office. St Patrick has blessed us today with incredible weather. Drink it in! If you give yourself some extra time you can stop in at Opal on 2nd ave for a free authentic Irish breakfast. What’s on the menu? Eggs, Bangers and mash, soda bread and more. A hearty fare that coats the stomach and prepares you for the day ahead.
Next, greet everyone at the office with “Erin go Braugh” or Ireland forever! If you really want to impress them with your “Irish” then go to http://www.irish-sayings.com/ and listen to Gaelic translations of popular phrases like sláinte (pronounced sloyn-tche) for cheers!
Lunch time! You’ll want to be amongst your peeps so head out to one of midtown east’s famous Irish pubs. They are plentiful and many of them have great food. My personal favs are the Press Box (2nd Ave b/t 49th and 50th) and Connolly’s (47th b/t Lex and 3rd). Both have a wonderful, friendly vibe and on St. Patty’s Day, the energy is infectious. I recommend you order one of the following: Sheppard’s Pie, Corn beef Reuben or the Chicken Pot pie. YUM. Now, I know you’ll be tempted but it’s best to hold off on drinking until later (see below).
The Irish people are historically known for their strong work ethic. They essentially built this city! So, in their honor, get back to work! Cross all those important tasks and projects off your list so when the “whistle blows” at 5:30pm, you can get your Irish on. Where to go first? Where else!? Marina Maher Communications Great Room for fun, food, cheer and music. It’s the perfect way to ease into the evening.
OK, the moment has finally arrived. Quitting time. Time to join the ranks of the inebriated on the streets of Manhattan. Before you leave be sure to don some “ pieces of flair” like green beads, a silly hat, shamrock earrings, etc. This will help you fit in with the masses. Now, I’m not going to dictate where to take your “party” because the Irish are not particularly big on planning. As the saying goes, “The future is not ours to know, and it may never be- so let us live and give our best and give it lavishly!”
But if you want some suggestions, here are a few great local pubs where the celebration will be in full force and will go to the wee hours:
E. 50s
• Celtic Cross at Turtle Bay
• Kegs & Eggs at T.G. Whitney’s
• St. Patrick’s Day at Redemption
• St. Patrick’s Day at Traffic
• St. Patrick’s Day at The Black Finn
There are three key goals that you must achieve in order to claim “Irish for a day” – they include but are not limited to:
- Singing along with a live Irish band, preferably a cover of the Pogues or Cranberries (probably way too loudly)
- Dancing the “jig” or some imitation of it (skill is not required)
- Doing at least one Irish car bomb shot (see video)
And when you get home after having the most fun ever, be sure to drink a big glass of water and take two Excedrin. May you have sweet dreams of rolling green hills, gorgeous ancient castles and Colin:
Hope you enjoy this most glorious event! I leave you with one last Irish saying:
“May you never forget what is worth remembering, Or remember what is best forgotten”
Since I’m probably not becoming an actress any time soon, watching the Oscars on TV is the closest I’m going to get to the red carpet. So instead my friends and I make our own celebration by developing dishes and concocting cocktails in honor of the year’s nominated films.
This was our third annual Oscar Party and as usual, everyone impressed with their creativity and unique interpretations of how to bring a movie to life in edible form.
This year’s dishes were:
• Fried Chicken & Biscuits (“Precious”)
• Pie in the Sky (“Up in the Air”)
• Popped Up Popcorn (“Up”)
• Brownie/Cookie Combo with the Alphabet on Top (“An Education”)
• Quentin Tarantini with Champagne and Chambord (“Inglorious Bastards”)
• Manischewitz-tini with Vodka and Cranberry Juice (“A Serious Man”)
• Blue Chip Fried Chicken (“Avatar”)
• Vegetable Quiche (“Fantastic Mr. Fox”)
• Beef Bourguignon (“Julie & Julia”)
• Black and White Bean Dip with Homemade Pita Chips (“Blind Side”)
The party was a success, even though some dresses were not. Personally I thought J. Lo looked like bubble wrap and SJP was wearing a nightgown…but without these risk takers what would we have to talk about on Monday morning?!
P.S. Big shout out to the agency for raising $205 for Chilean earthquake victims through our MMC for a Cause Oscar pool and congrats to Megan Svensen on winning!
A little over a week ago I ran out of conditioner and had to run to the pharmacy to pick up another bottle. Routine errand, yes – only this time, I was in New Delhi, India so… same, same but different.
All over Southeast Asia and India there are souvenir stores and tourist traps that sell the same t-shirts, trinkets and tchotchkes. When you wonder aloud what the difference is between all of these shops, the hawkers always say, “same same but different.” I found this to be true in a number of different ways during my last trip to India and particularly with consumer beauty culture.
While there, I couldn’t help but pay attention to ads for beauty products seen on billboards, in magazines or in the daily newspaper. While most of the brands were quite familiar, the RTB or benefit messaging (okay, I’m not your average consumer) was totally lost on me. What’s “hair fall control” anyway?
After coming across the beauty section of the Hindustan Times (runs every Thursday!) and diving into Indian issues of Elle, Vogue and Cosmo, I determined that what women want all over the globe is the same same but different. We desire to feel beautiful (and have others agree), we enjoy the process of beautification and we have fun with products (well, maybe not all of us), and we are continually seeking the latest and greatest beauty solutions. The difference lies in what exactly it is that we’re seeking, or more likely, how we define it and where it falls on our scale of beauty priorities.
A product that promises “hair fall control” wouldn’t likely catch the attention of an American woman – but one that promises thickness, strength or volume most definitely would. It’s the same same but different, no?
