Right Brain, Left Brain Blog

63 posts categorized "product launch"

19 March 2013

Secrets of a publishing renegade

Jane pratt SXSW
It takes a tremendous amount of passion to do innovative things every day – and if there's anyone that has that passion, it's publishing legend and editor-in-chief Jane Pratt of xoJaneand xoVain (both Say Media properties). At her talk at SXSW, Jane wowed the crowd and lit up Twitter when she shared her hard-won secrets of a publishing renegade.

Among the revelations onstage were the news that Hilary Swank has optioned the rights to play Jane in a movie about her life, the magic happens outside your comfort zone, and nobody likes you (even Drew Barrymore). 

As the New York Post teased ahead of the event:

"We hear she’ll dish about how she photoshopped Ashton Kutcher’s nipples off of a cover photo, was forced to eat veal at Anna Wintour’s house during a dinner party though she was a vegetarian, and showed up to an editorial meeting on no sleep after partying all night with Jimmy Fallon and Janeane Garofalo. “I wanted to call the session ‘Secrets of a Media Renegade: How I Burned Down the Old Media Model to Do Whatever the F*ck I Want,’ but that was too long,” said Pratt.  

Yep, the always irreverent and entertaining Jane Pratt delivered all that and more. The founder of Jane and Sassy magazine revealed what went on behind the scenes as she burnt bridges, said things she shouldn’t say out loud, and built a platform for women to express  themselves honestly. Now, with xoJane.com, Jane has once again revolutioned the way media talks to women and has built one of the fastest growing online publishing brands for women in the history of the web, now complimented by xoVain, a new destination for beauty comment, tutorials and reviews, and where readers can purchase products direct from trusted beauty retailers. 

In her panel, Jane revealled why the current print model doesn’t work, the myths traditional media has been feeding you, and the outrageous anecdotes from 25 years in media. 

Her advice? "Be bold and be preposterous."

05 October 2012

Is News International's new ad model fit for purpose?

While News International’s move to automate the process of transferring ads from print to digital is moving in the right direction as publishers seek to monetise digital and mobile platforms, Mark Inskip wonders whether it goes far enough.

 

 News International’s recent announcement of its plans to roll out a new advertising model – which it describes as "a pioneering approach … that breaks down traditional barriers between print and digital" – certainly shows that it is taking its mobile platforms seriously.

News Int's CEO Mockridge unveils 'groundbreaking' print to digital ad conversion

Continue reading "Is News International's new ad model fit for purpose?" »

20 March 2012

Groovy new Braves trailer

As excitement surrounding the BRAVES grows, a new trailer has been released to promote this exciting new video awards and new entry deadline of 11 May 2011.

The stats for video get more impressive with each passing conference. Essentially, all of us are watching more video, more often and more devices. Keeping track of exactly what 'good looks like' in the white heat of video has, until now, proven difficult. Competing specialists offer different charts based on conflicting metrics, and in larger award ceremonies video ends up being absorbed into digital, social and content categories. Not any more...

The BRAVES represent the new benchmark in online video of all disciplines, from low-cost virals to high quality branded content and video banners to video players - the BRAVES celebrate the best of all things video.

If you're interested in entering the Braves, contact nisha@csquared.cc or mark@csquared.cc, or download an information pack.

Alternatively, enjoy the first in a series of BRAVES trailers with its groovy "video-a-go-go" soundtrack.

 

16 March 2012

KitKat's Secret To Success In Japan

Kitkatjapan

News

The Japanese food market can be particularly hard to crack for foreign brands. Ask Mars, who have finally managed to get M&Ms and Snickers onto Japanese shelves after thirty five years of hard work. This is only part of the battle though. The next step is competing with domestic brands that dominate the packaged food market in Japan thanks to their unrivalled insight.

A worthy rival has been found in the form of KitKat. So what is its secret to success?  KitKat’s popularity in the Japanese food market can be attributed to solid investment by Nestle since its launch in Japan in the 1970s. Consumers in Japan have a notoriously short attention span, with products battling to stay relevant in the market. KitKat has constantly been innovating new flavours, such as green tea and wasabi, to keep the Japanese public interested in the product. Nestle have produced over 200 limited edition flavours.

KitKat have been successful because they have been able to satisfy the exacting demands of Japanese consumers in terms of product quality and packaging. Luck may also have played a role in the product’s success. The name KitKat resembles the phrase “Kitto Katsu” meaning “surely win”, a term of good luck in Japan. This explains why the chocolate bars are so popular during exam time which runs from January to March in Japan.

Behind The News

Nestle have understood what it takes to be successful in the Japanese market and adapted their strategy accordingly. Instead of marketing KitKat primarily as a snack for people on the go, they are often sold as gifts due to the limited edition status of certain products.

Winning over Japanese consumers represented a challenge for Nestle but also an opportunity to make an inroad into the Asian market. Thanks to smart cultural and consumer insights, the chocolate coated wafer has come a long way from its humble origins in 1930s England, to its global success.

 

19 January 2012

Campaign of the week: Newsletter out now

Catch up with the best of Cream by subscribing to our weekly newsletter. This week's 'Campaign of the week' is the digital graphic novel from Axe, promoting its new fragrance 'Anarchy'. 

Axe anarchy 2

Wether or not Axe is onto a good thing by launching a fragrance line for both men and women remains to be seen. Spurred on by the number of female Facebook fans on its brand page, Unilever have apparently decided that the world is ready for the scent of 'Anarchy'.

See the full case study here with details of how Axe has turned to its fanbase to inspire this online graphic novel project.

Get full, instant access to Cream's pool of case study studies with a free trial here. 

Cream-benifits-468x68-Look-good

29 September 2011

The roots of Nordic creativity

Cream dissects the roots of creativity in the Nordics and showcases some of the cleverest media campaigns that have hit the right note with their target audience.

Playtype_01_pressThe Playtype concept store in Copenhagen, a pop-up shop selling fonts from brand consultancy e-Types

Modern Nordic aesthetics are an amalgamation of Danish neo-classicism, Finnish craftsmanship, Norwegian folk art and the Swedish social approach to design. The result is a cool, blonde, refined look. Compared to other cultural centres in modern Europe, urbanisation and industrialisation came relatively late to the Nordics. This meant that values from a more agrarian culture were transferred directly into the new industrial setting, translating into an aesthetic movement rooted in a social setting.

Art and design had a responsibility to help create a world that was clean and functional. Influences of the British arts and craft movement found particular resonance in Sweden, and the style we today recognise as Nordic is easily identifiable. So much is design a part of the region's consciousness, that it is even possible to visit a font shop (pictured) in Copenhagen, run by a local brand consultancy. 

This design ethic is mirrored in the region’s media. A largely moderate political climate with social democratic leanings has created a culture of cooperation between individuals, which has enabled creative media industries to thrive. 

Sweden, in particular, has secured its place in the industry as a hub for digital excellence, with the work of Hyper Island, Prime and Perfect Fools winning plaudits and accolades at a global level. Sweden secured seven out of 80 Cyber Lions at this year’s Cannes festival, accounting for nearly 10% of the category. But digital excellence in one market hasn’t eclipsed the innovation and popularity of more traditional media channels. As recently as 2010, a newspaper-based campaign in Norway walked off with the ‘Award for Media Bravery’ at the Festival of Media Awards in Valencia. Print media enjoys a relatively healthy existence in the Nordics, particularly in Finland, which ranks third in the world for newspaper consumption with 31 seven-day dailies in circulation. At the first signs of contraction in the channel, Finnish print media has been quick to respond, launching campaigns to gently remind Finns that reading is a national pastime.

Karkimedia Finland

Subtle nuances make it difficult to generalise about the creative characteristics of a region, but there is a phrase on 358 Helsinki agency’s website that neatly sums up the creative pragmatism that is  present throughout Nordic media: “When Finnish old folks see something that’s good for someone they say, “that’s good advertising... Idea one: Anything that helps people like a company more is an ad”.

Nordics

A quick tour of Nordic creativity

Norway: Heartbreaker (Starcom)

Norway Heartbreaker

Since the birth of services like Napster, the traditional business model of phased single and album releases has died a slow death. Kaizers Orchestra decided, therefore, to shun CD, mp3 and vinyl formats and release its new single, Hjerteknuser, on paper. Before the song was heard was anywhere on the radio, the band made the sheet music available on posters,  forums and torrent download sites. The only way to hear it was to play it yourself. Fans started posting their covers in different styles and genres. As word spread, the band became a popular topic for bloggers on twitter and in the press.

Sweden: Chocography (Prime)

Sweden Chocography

To learn where Marabou chocolates fitted the values and interests of Swedish consumers, the brand conducted a survey which identified a number of different ‘chocolate profiles’. The results revealed some chocolate truths; Fruit & Almond was the perfect gift for cultural city women, while a woman with a shoe fetish would love a Swiss Almond. The idea of ‘chocography’ was seeded among the blog community. TV, online and in-store advertising directed fans to the campaign site, which shared functionality with social networks.

Denmark: Extra summer (PHD)

Denmark Somersby

Danish summers are very short and the winter dark. The 2009/2010 was the longest in 14 years and by February the Danes were craving light.By changing to daylight saving time (summer time) on 21 March instead of 28 March, Somersby could deliver an extra week of summer time to Denmark.From a pop-up campaign office in Copenhagen, it led the national rally for an extra week of summer, kick-started by a TV commercial introducing the ‘mission’ and running across multiple platforms to spur group involvement.

Finland: Burn (Helsinki 358)

Finland Burn

When the Cancer Society of Finland wanted to communicate its non-smoking message to teenagers, it knew that talking to this audience required subtlety. So Cancer Society tapped into the teenage obsession with celebrity. The result was Burn, a magazine emulating popular lifestyle magazines, with celebrity gossip, showbiz news and light-hearted features. The difference in Burn was that all the content was related to smoking issues. Response has been positive. Initially intended as a one-off project, interest in the title has seen a steady increase and issue four is now due to be published. 

17 August 2011

Why fish fingers are made of fish

Lg_seafood-aquarium

What do you do when the key attributes of your product are, shall we say, less than palatable but you still need to launch a marketing campaign? The answer, try out a bit of reverse-existentialist marketing!

Continue reading "Why fish fingers are made of fish" »

01 August 2011

Beer on ice

When Magners cider in the UK launched its 'over ice' marketing campaign a couple of years ago, a skeptical public scoffed at the idea of drinking cider out of a pint glass filled with ice. But the marketing won out, and before long it was considered strange if you didn't drink cider on ice. 

It's worth remembering this story before pasing judgement on this latest product innovation from Japan. Super-cold beer is a product category in itself. Rival brand Asahi opened a bar specialising in ice cold beer, chilled to within a few degrees of freezing. 

Kirin has taken this a stage further with the launch of a new beer designed to be served over ice. This affront to decent lager drinkers everywhere is called 'Ice + Beer'. (Not perhaps the strongest brand name in the world, but I suppose it gets the point across.)

 

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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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