Corporate website 3.0 – Skittles brave jump into the marketing future

By Dan Lavie / June 11, 2009

Skittles went where no candy maker has gone before – and launched a corporate 3.0 website. Skittles are candy products, produced by Mars, Inc., and part of the Wrigley product line. Mars spokesman Ryan Bowling told the Wall Street Journal, that the site was redesigned to better connect with its core teenage audience, which spends a lot of time using social media. “The teen audience relies heavily on their peers for advice on products. This is a unique, unexpected way…

Mayo de Cinco Marketing Mania

By Dan Lavie / May 6, 2009

Cinco de Mayo is the celebration of the victory of the Mexican people over the French army in the La Batalla de Puebla on May 5th, at Puebla, Mexico.(Puebla is 100 miles east of Mexico City). It should not be confused with Mexico’s Independence Day. The reason why Cinco de Mayo became such a national celebration in the US is a nice lesson in marketing. It started in 1966, when Coors Brewing Co. was facing a crisis. Chicano activists began…

How a viral marketing campaign went vitriolic – the Mozilla marketing mess

By Dan Lavie / January 14, 2008

Mozilla normally markets its open-source browser using its Spread Firefox site and a host of fans to drum up new users.In an effort to get a chuck of Microsoft’s market, it came up with an innovative online campaign that sadly backfired.The “Fight Against Boredom” featured a YouTube movie which echoes “We are the World”.Only in this case, the singers poured out statistics, comparing Microsoft Corp.’s Internet Explorer users with Firefox users.It included “fun facts” such as:“15% more likely to have…

A whole bunch of Crocs

By Dan Lavie / September 29, 2007

Crocs are clog-like footwear, made of a proprietary plastic resin called Croslite.Currently, Crocs are sold in 27,000 stores in 80 countries and counting.Croslite is a lightweight, water-proof resin material which softened with body heat.This forms a shoe to the shape of the foot, making it very comfortable.A Canadian company saw the possibilities for spas, and developed a clog which also hadholes for air and drainage.Scott Seamans and Duke Hanson came across the footwear during a sailing trip from Islas Mujeres,…

Cause Marketing – the Diesel way

By Dan Lavie / February 21, 2007

Cause Marketing has become popular.It’s aimed at consumers that want to “do something good” with their purchase. Needless to say, it should not infringe on their lifestyle.Cause marketing campaigns peddle products while contributing to a worthy cause.An example is the Red Motorazr cellphone of Sprint.Motorola and Sprint contribute part of the revenues of each phone purchased to Bono’s Project (RED) to fight AIDS and other diseases in Africa.Apple quickly followed with its red iPod Nano, retailing at $199 in the…

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