The week in marketing

- Barclays' fresh look.

Barclays has rolled out its latest marketing strategy. The campaign, which broke last week and is the bank's first TV advertising for 18 months, is intended to position Barclays as helping its customers manage their money better. The ads, which feature the strapline 'Take one small step', promote Barclays' personal and business products, and use an optimistic tone.

To watch the ad, visit

- Brands back phone

Sony Ericsson and 3 will team up in a Facebook competition this week to drive awareness of the launch of the C510 Cyber-shot camera phone. Facebook users will be urged to add an extreme sports enthusiast character, 'Eric', to their friends list. Eric's profile page will offer consumers the chance to win one of the handsets.

- John Lewis sits tight

John Lewis plans to maintain its marketing spend and stick to its 'Never knowingly undersold' promise this year despite a marked drop in its profits. The upmarket department-store chain posted a 26.8% decrease in profits in the 53 weeks to 31 January and a 3.4% drop in like-for-like sales.

- Jergens in UK debut

Jergens Naturals, the leading bodycare brand in the US, is launching into the £330m UK women's bodycare sector next month. It plans to back the launch with a TV, print and online campaign throughout the summer.

- Energy label law vote

The Industry Committee of the European Parliament voted by 45 votes to two in favour of the amended Energy Labelling Directive last week, which requires that energy information be included on ads as well as point-of-sale material. Ian Twinn, ISBA's director of public affairs, described the result as 'very disappointing'.

- Blackthorn in revamp

Gaymer Cider Company is relaunching its Blackthorn cider with a fresh look and a £1.5m press and outdoor push. According to Gaymer, the cider is now 'mellower and more refreshing'; the drink's ABV has been reduced from 5.0% to 4.7%. The can's revamped design, by Robson Dowry, features an updated typeface and apple tree icon, but retains the 'thorn' emblem at the bottom of the 'T'.

- British Gas swim deal

British Gas has signed a record £15m sponsorship deal with British Swimming. The investment will be split evenly between grass-roots and elite athlete development. The utilities giant is already a tier-one domestic sponsor of the London 2012 Olympics.

Ed Kemp on sports at

- Morrisons to expand

Morrisons has announced an aggressive store expansion programme after posting strong preliminary results for the year to 1 February 2009. The retailer said that the strength of its advertising, as evidenced by the brand's top ranking in Marketing's Adwatch recall survey for the week of 10 December 2008, had contributed to its growing market share.

- Barry M on TV

Barry M, the colour cosmetics brand, is launching its first TV ad campaign. The ad, created by Gloss Media and The Teds Agency, is aimed at the brand's core target market of 16- to 24-year-old women.

- Tommy's ad drive

Tommy's, the baby charity, has launched a campaign to boost awareness of its work and increase donations. The activity, by Leo Burnett, includes TV, radio and press ads and uses poetry to demonstrate how children bring life to everyday things. The TV work, which breaks at the end of the month, features the voice of actor Timothy Spall.

- TMG hires digital chief

Nancy Cruickshank, the former high-profile head of Hearst Digital, a division of the National Magazine Company, has joined Telegraph Media Group (TMG) as executive director of digital development.

- M&S adds brand trials

Marks & Spencer is to extend the sale of branded products across 20 stores in the South East of England, after the sale of 350 'must-have' branded products, including Tetley Tea, Marmite and Heinz Tomato Ketchup, was trialled in stores in the Tyneside region.

- VoD to police itself

Advertisers have reacted positively to culture secretary Andy Burnham's announcement last week that ads appearing within or around video-on-demand (VoD) programmes will be policed by the existing advertising self-regulatory system.

Jeremy Lee on media at

- FA on good behaviour

The Football Association (FA) has launched a viral marketing campaign starring actor and West Ham fan Ray Winstone in its latest attempt to improve the behaviour of players in both the amateur and professional game.

Watch the viral ad at

- Churchill motors it

Insurance brand Churchill is launching a TV campaign this week to promote its motor insurance products. The ad, which features the Churchill dog singing karaoke, continues to show viewers a glimpse of his 'hectic social life'.

- Magnum moves upmarket

Unilever's latest product development, an individually boxed luxury Magnum variant, has drawn a largely negative reaction from Marketing's online community.

Magnum Temptation, which will be backed by a TV ad campaign, is intended to establish a luxury category within the handheld ice-cream sector. However, its packaging is deemed excessive by many.

'Does it also feature a disposable, LCD screen running on Mercury batteries?', wondered Louis Sugiyama, while Martin Dimartino-Marriot also took issue with it. 'It's been ill-timed, given the recent rambling about FMCG packaging,' he wrote.

However, several posters defended the launch. Dano commented: 'Get off the 'green' high-horse people, it's a cardboard box. In the time it's taken to write this message, the carbon footprint is larger than a bit of packaging on a few 100 ice creams. Fact.'

While Giles Stafford simply said: 'I love ice-cream!'

Join the debate at


A newly launched swimming event, 'Duel in the pool', will be the Ryder Cup of swimming, despite sounding like a Gladiators game. Ed Kemp on Sports Marketing


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