The Food Commission Research Charity (a non governmental organisation) has recently launched a site to warn young consumers about the risks of junk food. As explained on BrandRepublic (sub. req.) the site also unveils the marketing and advertising strategies junk food producers use to get children to buy their products. The site, Chew on this, also includes activity sheets where children can put themselves in the role of a marketer and try to create products that appeal to children. Last week, as reported on The Guardian, soft drinks makers in Europe yesterday agreed to stop targeting children under the age of 12 in advertising campaigns as part of a series of measures to help prevent obesity among young people.
Levi’s brand continues to evolve on the Web. On February 18th the spring web site, designed by Lateral, will be launched, with a new section dedicated to the new Levi’s� 501� Jeans with Anti-Fit campaign which works in conjunction with the offline campaign components (TV, print, OOH, cinema, and retail/instore). Within this section, a great example of through-the-line integration, is Levi’s� vmx: This video mixer allows users to create and send fridge magnet style messages using the actors from the campaign – a fun way to encourage consumer interaction being fairly passive in terms of branding; with the added benefit of recruiting for further communications programs (check it out here). Jon Bains, Chairman of Lateral said:“We wanted to build a site that would act as a platform for not only improving brand interest but also a highly interactive communications vehicle that would allow Levi’s� Europe to build and develop relationships with its users.”
To learn more about Levi’s online strategies, you can also read a recent interview I did with Helene Venge, Digital Marketing Manager for Levi’s� Europe.
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