Using the Obamas as a marketing asset

By Dan Lavie / January 22, 2010

The Obamas are a marketing asset – as quite a few companies and organizations know. Going by the assumption “it’s easier to ask for forgiveness than permission”, they use the Obamas in their PR. The outdoor clothes company Weatherproof noticed that the President was wearing one of their coats when photographed on the Great Wall of China. The company promptly used this news picture for the advertisement touting the tagline ‘A Leader In Style’. In the pic, Obama stands alone…

Tweeting all the way to the bank

By Dan Lavie / January 18, 2010

Celebrities used to tweet about their day-to-day life. “I must have pinched a nerve in my neck, I can hardly look to my left. I will pass on my workout today. I need a massage.” But now, celebs have found out that tweeting-for-money is worth while. Top earner is socialite Kim Kardashian, who commands $10,000 per tweet. Her tweets include a Nestle commercial, and the background on her Twitter page features the fast-food chain Carl’s Jr. The number of followers…

The power of Facebook – the Pears soap campaign

By Dan Lavie / January 9, 2010

Pears clear soap is a product consisting of a 221-year-old formula. It is also the world’s first registered brand, and boasts a loyal customer base. Recently, Pears decided to change its age-old formula, changing and extending the number of ingredients and adding chemicals. The original Pears soap contains just eight ingredients, including rosemary and thyme extracts and “Pears fragrance essence”. The new soap replaced these with 24 new ingredients. Customers labeled the new soap as “smelling and feeling disgusting”. The…

Avatar – the marketing success of an expensive blockbuster

By Dan Lavie / January 4, 2010

The blockbuster Avatar has passed the US$ 1 billion mark during the first weekend of 2010 – an achievement only a handful of other movies were able to realize. The latest 20th Century Fox’s blockbuster was costly and complex to make. The accountants at the movie studio will be crunching numbers for the next few months to find out if investing in James Cameron’s Avatar will turn a hefty profit. It is hard to determine the final cost of the…

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