The week in marketing

- Trident's ticket game

Chewing-gum brand Trident has offered fans of singer Beyonce Knowles the chance to attend one of her 'Trident Unwrapped with Beyonce' concerts at The O2 in November by hosting a game of musical chairs, which was filmed and posted on YouTube. At the event, 200 fans competed for tickets, including the chance to sit in a VIP box.

Watch the video at

- NME cover story

To coincide with the release of the remastered versions of The Beatles' studio albums, NME is publishing a special Beatles issue featuring souvenir covers plus an exclusive interview with Paul McCartney. Each of the band's 12 albums will be pictured on separate covers on sale from 9 September. A 13th cover featuring the Magical Mystery Tour album with a limited print run of 1000 copies will be sold on the magazine's website.

Brand Health Check, page 17

- Sainsbury's catalogue

Sainsbury's is launching its first home catalogue to back its new online non-food offer. The 98-page publication features about 20% of the entire range and is designed to give people a 'taster' of what is available on its recently expanded website.

- Ambient ice cream

Unilever is developing an ambient ice cream designed to be sold at room temperature and then frozen at home by the consumer. The product would generate lower carbon emissions because the pre-sale freezing process would be removed.

- Wasps shirts

London Wasps has agreed a two-year, £1m deal making technology provider EMC its principal shirt sponsor. The partnership builds on an existing relationship between the two parties. EMC replaces Magners, which announced in February that it would not renew its sponsorship deal after a four-year tie with the rugby club.

Ed Kemp on sports marketing at

- Premier Inn deal

Premier Inn is launching a £58 honeymoon deal for cash-strapped newlyweds. The price includes a two-night stay with dinner, bed and breakfast. A spa hamper with sparkling wine, strawberries, chocolates and 'glamorous nightwear' is also included.

- Morley to relocate

Andrew Morley, vice-president of marketing, Europe, Middle East, Africa, Russia and Asia, at mobile phone manufacturer Motorola, is relocating to Singapore. Coinciding with the move, Morley is adding the marketing responsibilities for countries including Indonesia, Malaysia and Singapore to his remit.

- Baxters hires JWT

Baxters, the soups and condiments brand, has appointed JWT London to handle its advertising. The agency won the business following a four-way pitch against The Red Brick Road, Dye Holloway Murray and RKCR/Y&R. The account was previously held by Union Advertising.

- TrustMark campaign

TrustMark, the government-backed scheme providing a quality mark for tradesmen, has launched its biggest marketing campaign to date. The eight-week activity, spanning outdoor, online and PR, will aim to find 'Britain's Top 100 Tradesmen', with the winners announced in November. The not-for-profit scheme is intended to help consumers avoid rogue builders and tradesmen.

- Epson global ad hunt

Epson has kicked off a review of its European creative agency arrangements. The account is currently held by DDB London. The printer brand works with DDB across its £10m European business and JWT Singapore in South-East Asia.

- Low-CO2 marketing

Marketing has teamed up with new venture ENDS Carbon, a subsidiary of Haymarket Media's environmental policy journal The ENDS Report, to investigate the future of low-carbon marketing communications. As marketing departments and agencies go green, Marketing and ENDS Carbon are aiming to track the trends developing in low-carbon communication, the opportunities this offers to marketers and the next steps in this rapidly changing field. A report on the findings will be produced in November.

Marketing managers with experience in low-carbon brand management are encouraged to share their experiences in the online Carbon Messages survey at

- Comet backs TV quiz

Electrical retailer Comet is backing ITV1 quiz show Who Wants to Be a Millionaire? in its first major TV sponsorship. The brand's idents, which run from 1 September-3 November, will show members of Comet's sales staff being quizzed by customers and answering product- and service-related questions.

Jeremy Lee on media at

- Airport digital hiring

London City Airport has handed its digital account to digital agency VCCP Blue following a pitch. The airport is embarking on an expansion programme in the run-up to the London 2012 Olympic Games.

- Innocent kids' TV ad

Innocent is running a national TV campaign to promote its children's range during the 'back to school' period. The ad, which broke yesterday (Tuesday), has been created by its in-house creative team. The £1m push, which will run for four weeks, promotes the brand's Kids' Wedges and Squeezies, and uses the tagline 'A gentle nudge towards their 5-a-day'.

- Bushmills overhaul

Diageo has redesigned its Bushmills Original Irish Whiskey bottle and label. The bottle, which will roll out in October, will be embossed with the date 1608 - the year the Bushmills area received its original distilling licence. The label draws inspiration from the Bushmills archives.

- Brands play up Bolt ties

Usain Bolt's remarkable success at the 12th IAAF World Athletics Championships has sparked a raft of activity from brands.

The Jamaican Tourism Board has announced plans to devise a sports tourism strategy following the sprinter's success. Tourism minister Edmund Bartlett said Bolt's 'impact on "brand Jamaica" is inestimable'.

Bolt's sponsor Puma released a series of comedic viral videos after the sprinter broke his own 100m world record.

Bolt also smashed his own 200m world record last week, leading another sponsor, Gatorade, to run press ads promoting its tie with the athlete and congratulating him on his achievements.

Digicel, the Jamaican mobile telecoms company, said it would throw a homecoming party in Bolt's honour.

Watch the Puma videos at

MOST READ's most clicked-on stories for the week ending 21 August 2009

1. Tesco Clubcard 2 revealed - retailer plans to double-up rewards on
all purchases
2. Tesco mounts teaser campaign for Tesco Clubcard 2 launch
3. Holland & Barrett diversifies into sex toy
4. Marlboro to unveil first new cigarette brand in two years
5. Puma celebrates latest Usain Bolt records with viral campaign
6. Manchester United secures new sponsor for three-year deal
7. News International to close freesheet thelondonpaper
8. GoCompare creates opera singer to take on Comparethemarket's meerkat


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