According to Scientific Study: Maserati's Increase Sexual Arousal in Women

I’m wondering whether I have everyone’s attention yet?

Mine was surely grabbed after I read this article in BusinessWeek. The article states that Hiscox, a British luxury-car insurer, studied the reaction of consumers to various exhaust engine sounds.

Their conclusion: 100% (is this even believable?) of women had higher testosterone levels after listening to Maserati’s V-8 engine.

Maserati is even letting men download the sound in the form of a ringtone... I guess pick-up lines are a thing of the past ....

Really this sounds like a lot of bull (excuse me) and a marketing ploy to rev up sales in a weakening economic market.

I wonder just how many single, lonely and desperate men this will attract.....

McDonald's Goes 'Unbranded' in Japan

While McDonald’s Quarter Pounder hamburgers have been a successful North American menu item since the 1970’s, they are relatively unknown in Japan with only one McDonald’s restaurant in Kumamoto featuring the Quarter Pounder.

In early November though, officials of McDonald’s Japan unveiled two ‘Quarter Pounder’ restaurants in Tokyo’s hip Shibuya and Omotesando shopping areas. Devoid of their trademark golden arches and tacky red & yellow interior, the restaurant had not one mention of the McDonald’s brand. Instead, within the simplistic black and red interior, you were confronted by dim lighting and a 2 item menu: a double Quarter Pounder meal for $6 or a single for $5.

According to reports, officials had the marketing stunt planned for weeks and even refused to speak with media officials during the launch, vying to keep the restaurant's brand identity a secret from Japanese burger buyers. Relying on viral marketing, through word of mouth and subway /Internet ads, to promote the restaurant, MacDonald’s increased their November sales by 60%.

The restaurants were only open until November 27th at which time McDonald’s unveiled its identity and rolled out the Quarter Pounder nationally.

The whole stunt has been deceptively clever, yet if McDonald’s relies on this momentum for prolonged success, I think they better re-evaluate their game plan.
I wonder though, why all the secrecy was needed? I get the “mystery” part: its luring, the intrigue behind a masked brand but would their Quarter Pounder have not fared well coupled with their McDonald’s brand?
I commend them for taking this risk though and trying to capture a new market of burger buyers/fast-food lovers (at least that’s what I believe their motive was)-for the consumers who never thought they would eat at McDonald’s probably indulged in a McDonald’s burger unknowingly.

Starbucks Promised FREE coffee to all American Voters!

American coffee drinkers were promised a FREE, tall Starbucks coffee, on Tuesday, for VOTING in the US Election!! Starbucks launched a 60-second what-if? spot to get the word out to and to help encourage Americans to vote in what was called a "historic US election".

While, I think that it was awesome to see a corporation sacrificing their bottom line for the bigger picture, Starbucks was informed that offering renumeration was phobited by election rules.

I personally think it was a great idea and could have been very influential in the promotion of Starbucks and in getting people behind's to the polls!

Enjoy the clip below,

Bank of America Vows to Help Foster "Oppurtunity" for Americans in a New Series of Television Ads

Amidst a flood of bank closures and financial chaos, the Bank of America (BAC), the US's largest commercial bank, is attempting to reassure the American public of its soundness as a financial institution, using a series of television commercials to help spread the message.

CNN televised two Bank of America commercials last night, both within a 5-minute span of each other. Both television spots ended by stressing that the Bank of America was the "Bank of Opportunity". I've been tuned to CNN since rumours of a global financial crisis arose but this was the first time I had seen these commercials. What strikes me as interesting is that they aired merely 9 hours after the US Congress passed a $700 Billion Bail Out Plan.

I did some research in hopes of pinpointing the calender date in which these commercials began to air. My search was fruitless, but I know I couldn't have missed them previously.

So here are my thoughts:

The first "Bank of Opportunity" commercial that I saw, that evening, didn't impress me. Of course, the Bank of America is trying to re-instate itself as a trustworthy and sound financial instituition, incapable of crumbling overnight. However, I wasn't sold on the angle of the commercial. My initial thoughts were that it didn't suffice in providing the needed security that the American public was desperately hoping for at this point. It security seemed forced-what kind of oppurtunity could BAC actually provide for Joe Shmoe at this point?

Upon the second viewing, my initial reaction began to change. I thought about the message-using the word opportunity in their commercial is a sound strategy. Opportunity represents possibilities and "advantageous circumstances", according to dictionary.com. It was casting a subtle, yet optimistic, light on Bank of America. I felt that the Bank of America was attempting to console the American public. More so, without making any explicit promises about its capabilties as a financial instituition, that could potentially backfire on them, it was attempting to reassure the American people that they could trust BAC with their money.

I have to ask myself, why this commercial stood out at me?

I've realized I hadn't seen any commercials for American banks in the last while. And, BAC 's began to air theirs at the most appropriate timing-a time when American morale was at its lowest. Whether or not the commercials will prove to be effective remains to be seen. I'm still not quite sure why my attitude began to shift but for all that its worth it did seem to alleviate some of the tension building in me. However, by no means am I disillusioned to the fact that Bank of America is not the shining white night that American's have been waiting for.

p.s. I tried searching the commercials on YouTube to show you guys, but I couldn't find them! I'll let you know if I do, in the meanwhile I'm sure they'll be in continual replay on CNN!

The Apple Ipod: What's Marketing Got To Do With It?

Last month, Apple introduced its 4th generation iPod nano: the nano-chromatic. A throwback to the second generation nano, the newly-designed nano-chromatic has incorporated several iPod Touch features to create the must-have item of the Fall season. Sleek and sexy, Apple has succeeded (yet again) in creating the ultimate digital media device..or may I scrap creating and stick to 'marketing the ultimate digital media device'?

I believe the iPod’s commercial success stemmed from its brand positioning and had little to do with the product itself.

I, for one, fell in love with Jet's 2004 iPod commercial featuring a dancing silhouette only identifiable by her white-Apple earphones. I know it’s not sensible but secretly I wanted to be the girl with the "big, black boots/long brown hair". Frankly, it was consumers like me, who fell madly in love with the idea of being an iPod Girl, that spurred Apple's mainstream success.But, if Apple continues to add new chromatic colours and funky features that appeal to every music-loving/tech-geek out there, can they continue their reign of success?I don't think so!I believe, Apple created the perfect recipe. It’s not a coincidence that they tend to prefer unknown bands like Jet, Fiest and Chairlift. It's strategy. In their attempts to align themselves with the 'rebel consumer' (the ones who take all the first risks), they positioned themselves as the 'rebel', the brand who doesn't draw inside the lines. This is the image that drove the early adopters to purchase iPods-the idea of being a bit different.

At some point being 'cool' became uncool. Apple instantly recognized the potential of creating a 'rebel' product and the potential influence it could have on consumers. Thus, their marketing formula emerged-one that was highlighted by indie bands and retro themes, a formula that was not easily imitable by an established 'cool' brand. By then though, the majority had caught on, the iPod became a mainstream product and slowly started to lose its ‘cool’.

The bottom line is Apple has to re-invent its image and brand to sustain their success. Whether they like it or not, they’ve become cool and from what marketing research tells us, a product can only be cool for so long until it falls from its pedestal.
So, while I may be entertaining my own ideas concerning Apple's next strategic moves-I am certain that success will stem from their marketing initiatives. While they need quality products-it has to be the continued experience and perception of owning an iPod that will drive their sales. Thus, Apple better figure out a way to remain ‘cool’ and fast.

Pepsi wins the hearts, and wallets, of Quebec's soda drinkers

A lesson in branding, 20 years in the making...

It seems there's no competition between Pepsi and Coca Cola in the province of Quebec. In the hearts of French-Canadians, Pepsi reigns as their cola of choice.

Here's a summary of what I read in a recent ReportOnBusiness article:

When both companies entered the Canadian market, several decades ago, their strategy was to tailor their marketing initiatives to a nationwide culture, wrongfully assuming that Canadian culture was homogeneous from the Rockies to the Maritimes. It was Pepsi who chose to listen to the market reaction and to this day is reaping the benefits.While Coca Cola became an instant favourite with English Canada-its impact was limited in Quebec. Coca Cola felt it was enough to simply translate their English slogans to French, but the response was disappointing. As Canadians well know, Quebecois pride themselves on their unique culture and disapprove of anything that lumps them in with the rest of Canada (apparently soda included!)

Having faced a similar defeat, in the French-speaking market, Pepsi chose to re-vamp its campaigns. They hired French-Canadian comedian Claude Meunier to star in a series of commercials that highlighted Quebec landmarks.

Did it work? By 1984, just 2 years after introducing their Quebec-only ads, Pepsi had a 20% lead in the cola market. The featured ads were obviously striking the right chord in Quebec. According to a recent ReportOnBusiness article, while a Pepsi spokesperson wouldn't provide specific numbers, she was insistent that Pepsi was still the market leader in Quebec.

The lesson: An undeniable loyalty was built between Pepsi lovers and Quebec during a period of great uncertainty and turmoil in the French province. This loyalty proved to be critical; nearly 20 years after Pepsi’s initial Quebec-only campaigns, Coca Cola is still struggling to find their footing in this market. Pepsi serves as a precedent for other companies' considering the Quebec market; they prove to be successful you must understand the culture you are entering.

The facts provided are based on several news reports that I read throughout the last week, namely one from ReportonBusiness.com

Lindt's Gold Bunny Smart Car

7:45 am.

Tuesday morning.

I'm drowsy, barely awake and I'm driving to my 8:30 finance class. I'm going to be late, the traffic ahead is looming and all I can think about is sleep. I look towards the upcoming traffic lights but my view is obstructed. Peaking in between the bustle of cars, I see golden ears! EARS? I ram the peddle and zoom into the rush of traffic to find 3 Gold Bunny Smart Cars driving in a perfect row. And all of a sudden my brains makes the connection, Gold Bunny= Lindt Chocolate. Just the thought of all that chocolate overwhelms me with a desire to devour a single foil-wrapped Lindor ball. Hmmm...

I learned that the cars were part of a campaign that was originally launched for the Easter holiday market in 2004. Along with mall and in-store appearances, the Gold Bunny Smart Cars were also planned to be featured in Toronto's Easter Day Parade. I honestly don't remember having heard anything of the campaign when it was launched nor seeing the Smart Cars around the city. BUT, I DO HEART THE IDEA! It's a perfect reminder of how much I adore my chocolate. Now used as the official company car, I'm anticipating seeing more of the bunny ears around the GTA. It's a simple idea, but it works: I went out & bought Lindt chocolate that afternoon.

Now that's a good way to start my Tuesday morning!

A New Take on Political Advertising & My Guilty Pleasure: 'The Blog'

It’s fair to say that I know more about the American presidential nominees than I do about our own Canadian counterparts. I was halfway around the world during the preliminary elections last year and more in tune with what was happening in the United States than during the last Canadian election.

So, I have a confession; I have a secret, guilty pleasure: ‘the blog’.

Okay, so I’m a super-super dork! But I guess it explains how I’ve been able to keep up-to-date with all the latest political news. I have to wonder whether bloggers ever sleep though because despite an 8 hour time difference, which would make it 3am Eastern standard time, the informational relay is instantaneous.

Anyway, one day I was on PerezHilton.com (a more gossip-oriented blogger) and was reading his latest post about Halle Berry wearing a “Barack the Vote” tee. Until then, I hadn’t paid much attention to the Democratic nominee (Barack Obama-to clarify) and perhaps it was the quirky tee that caught my interest but there I was with my interest fully captured. And so, I began to muse, whether Halle knew it or not, her and the bloggers, that capitalized on her every move, were changing the game of politics. They were in the midst of a completely unsanctioned advertising campaign.

Considering that Obama and McCain are going to spend just over $3 billion USD on television ads this election, I had to wonder just how influential those ads would be in luring the young voters, especially in a society dominated by ‘cool’. Halle was cool and her name attached to a presidential nominee’s campaign was nothing short of stellar advertising.

Would a classic ‘bash the other candidate’ TV ad be ‘in’ with today’s cool obsessed society?

Consider this: Blogger Perez Hilton has over 9 million hits on his website daily (with what, is safe to assume, a majority of voting eligible users), that’s over 9 million people who in the very least scanned Will.I.Am’s “Yes We Can”, a 3-minute celebrity-packed musical endorsement for Barack Obama and then read about Hilton’s ‘hurrah’ for the Democratic candidate.

Every ‘hit’ adds fuel to the fire, reminding users to vote Obama. While the true influence of blogs may never be measured, they have undeniably become a mainstream marketing medium. This is the first election that blogs have such a dominant sway in cultivating opinions regarding political candidates. The effect of the blog may become more significant than magazine and television ads, for blogs are updated regularly, present individual opinions and invite user comments. That is a massive amount of information to register.

It’s sort of incredible and yet scary to think, that even a small majority of the American voting public is being influenced by the fashion choices of Halle Berry and tall-tales of the Garner-Affleck’s’ night out with the Obama’s, but there it is: the ‘cool’ factor seeping its way into American politics. While Hilton’s merciless obsession with Hollywood may be entertaining, is it okay that voters are being bombarded by him? I’m not saying that everyone will run out to vote for Obama just because he has the obvious support of one blogger and some Hollywood elite, but it’s clear that Obama has become the ‘it’ thing of the moment.These are just some thoughts I wanted to share.

I guess we’re game now too: We’re not here to do any of McCain’s bidding, instead we will be bringing you the most current marketing news that affects and interests you! Let us know what you think!