The week in marketing

- Beer on the go.

Coors Brewers is trialling Carling-branded mobile communications and offers in a bid to tempt customers into pubs. Marketing director Simon Davies said Coors was 'experimenting' with location-based mobile offers and would plan full mobile campaign activity if pilots were successful.

- O2 targets families

O2 is launching a £6m animated campaign to support its new products targeting the family market. The mobile operator's touch-screen Joggler device and Your Family Bolt-on mobile tariff will be featured in the cross-platform campaign, created by agency VCCP. The ads will roll out on 18 May.

- BP focuses on savings

BP is repositioning its premium fuel Ultimate as a cost- and energy-efficient option. A TV ad, by agency Ogilvy, targets consumers who want to save money on petrol with a range of messages, including 'BP Ultimate Unleaded can take you up to 28 miles further, per tank'.

- Betfair hires Synergy

Betfair has hired Synergy to handle its sponsorship strategy. The agency has initially been briefed to manage Betfair's marketing around the 2009 Ashes cricket series between England and Australia. Betfair is an official partner of the England and Wales Cricket Board. Synergy, which was appointed after a pitch, will manage the digital, experiential and PR activity around this summer's series.

- Speakers confirmed

Confirmed speakers at the joint Marketing and PR Week two-day conference on public sector communications include COI's director of interactive services, Nick Jones, and Directgov director of communications and engagement, Mike Hoban. The event will take place on 23-24 June at the Ibis Hotel in Earls Court, London.

For more information, visit publicengagementconference.co.uk

- Kleenex flu campaign

Kimberly-Clark is running ads to promote its Kleenex anti-viral tissues, following the roll-out of a government swine flu-prevention campaign. The TV and press ads mirror the 'Catch it, bin it, kill it' strapline used in the government campaign. The Kleenex ads also state that the tissues kill 99.9% of cold and flu viruses.

- Oasis set to duck

Coca-Cola is set to launch the latest instalment in its campaign to position Oasis as a soft drink 'for people who don't like water'. Its latest TV ad will feature the character RubberDuckZilla, a huge hydrophobic duck. It will first air during Hollyoaks on Channel 4 on 18 May. The ad, created by agency Mother, follows on from the 'Cactus Kid' campaign used in 2008.

To watch the ad, visit marketingmagazine.co.uk

- M&S apologises

Marks & Spencer has launched an ad campaign reversing and apologising for its decision to charge £2 more for bras with a cup size of DD or above. The activity follows Asda's launch of a £4 'one price fits all' bra last week, in response to M&S' earlier decision to continue its differential pricing policy.

- Sony Ericsson exit

Helene Barnekow, vice-president of marketing in Sony Ericsson's global marketing team, is leaving the business at the end of this month to take up the role of vice-president of marketing EMEA for IT company EMC. Barnekow was parachuted into Sony Ericsson's UK business from a position with the company in Latin America. Andre Jacquet, general manager for Italy, is set to take Barnekow's place.

- Food-labelling report

A Food Standards Agency (FSA) report into front-of-pack nutritional labelling has recommended a hybrid scheme using traffic lights and guideline daily amounts (GDAs). The report contains the findings of an 18-month independent research project on consumer understanding of front-of-pack nutritional labelling. The FSA wants a traffic-light system while most food manufacturers and retailers favour GDAs.

News analysis, page 14

- New chief at ASA

The Advertising Standards Authority (ASA) Council has promoted Guy Parker to the position of chief executive. He succeeds Christopher Graham, who leaves to take the job of Information Commissioner. Parker is currently the ASA's deputy director-general and director of complaints and investigations. In this role he oversaw the handling of more than 25,000 complaints each year. He will take up his new job on 29 June.

- Cadbury goes global

Lee Rolston, UK marketing director for Cadbury Dairy Milk, has had his role extended to cover the brand globally. The promotion is part of a plan by Cadbury to extend its UK positioning and marketing activity to other territories.

- Triathlon tweeted

The Marketing Industry Triathlon is giving competitors the chance to interact through its own Facebook fan group. The event, which takes place on 10 July at Dorney Lake, Windsor, has attracted entries from brands including Pizza Express and Microsoft. The event is also putting entrants in touch via LinkedIn, and updates will be posted on its Twitter profile, @marketingtri.

For details on how to enter, visit www.humanrace.co.uk

- IHG puts it to bed

InterContinental Hotels Group (IHG) is rolling out a global experiential campaign that will encourage thousands of people to bounce on giant beds in London, Shanghai, Paris and New York. The Biggest Bed Jump activity marks the launch of the chain's most extensive free-night offer to date, in which it will give away more than 5m stays.

- Tango turned on its head

Tango has turned the label on its cans upside-down in response to a dare by social-networking site Bragster.com.

The limited-edition 330ml cans will be rolled out across all Tango variants. Brand owner Britvic hopes that they will increase standout in shops and drive sales.

The can was launched at an event at which a group of models wearing orange bikinis stood on their heads.

Sally Symes, senior brand manager at Tango, said: 'The new upside-down cans will only be available for a limited period, but will significantly increase visibility in display units, and consumer interest.'

MOST READ

Marketingmagazine.co.uk's most clicked-on stories for the week ending 8 May 2009

1. Brands court Britain's Got Talent star Susan Boyle
2. Brand Health Check: Lewis Hamilton
3. Five marketing myths about consumer behaviour in a recession
4. Builder's Breakfast wins Walkers crisp flavour competition
5. Unilever to manufacture Marmite crisps as Walkers deal comes to an
end
6. New Stella Artois 4% commercial
7. Vote now in Marketer of the Year poll
8. Innocent scraps Village Fete to focus on promoting health benefits of
products

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