The week in marketing

- Boots' TV push

Boots has launched an autumn TV campaign, including an execution created to run in ad breaks during ITV's The X Factor. The campaign, created by Mother, shows an office worker using cosmetics from Boots to dramatically change her image; it features the strapline 'I'm ready for bigger things'. In another ad, which has the tagline 'I'm ready for my audition', she is greeted by enthusiastic colleagues wearing T-shirts with the slogan 'vote'.

- Beck's Blue Xmas

InBev UK is running a press advertising push to support its alcohol-free Beck's Blue lager brand. The drive, which uses the strapline 'No alcohol - no apologies', is the first support for the variant since the name changed from Beck's Alcohol Free earlier this year. It will run until Christmas, a peak period for alcohol-free lager sales.

- M&S card club

M&S Money is encouraging consumers to sign up for its credit card by promoting its new Premium Club. The retailer is running an email campaign and microsite promoting the club, with the strapline 'Be part of something special'. Cardholders pay £10 a month to earn triple points on shopping and other privileges. Family travel-insurance offers are provided by AXA. The M&S website will have a club members' area, introducing events and offers.

- Tweet success

Brand Republic is holding a half-day workshop on 24 November, aimed at marketers who want to use Twitter to promote their brand. Speakers have been confirmed from Vodafone, Dell and Dogs Trust.

For more information, go to

- Kids' anti-smoking ad

The Department of Health has launched its latest anti-smoking campaign, featuring children urging their parents to quit while they watch their favourite TV show. In one execution, to run during Coronation Street, Molly from Hammersmith says: 'Hi Mum, I know you're watching Coronation Street. I don't want you to smoke. I don't want you to die.' MCBD created the ads.

- Wyborowa hire

Wyborowa, the Pernod Ricard-owned Polish vodka brand, has hired Virtue Worldwide for a global full-service partnership. The integrated campaign will be created by Virtue Worldwide's London office.

- Santander F1 shift

Spanish banking giant Banco Santander has announced that it is to become the principal sponsor of Formula One team Ferrari from the start of the 2010 season. Santander becomes Ferrari's first banking partner and principal sponsor under the five-year deal.

Read Ed Kemp on sports marketing at

- Speedo for Phelps

Speedo has extended its partnership with swimming superstar Michael Phelps through to 2013, despite the controversy over rival Paul Biedermann's performance-enhancing swimsuit, the Arena X-Glide polyurethane suit. Speedo will soon announce its latest range that complies with the regulations of swimming's governing body, FINA.

- Tesco insurance deal

Tesco Personal Finance and Fortis have agreed a six-year partnership to provide motor and household insurance. The partnership will give Tesco responsibility for retail pricing, sales and marketing, customer service and new product development, providing it with greater control of the insurance products sold under the Tesco brand. The partners will invest £100m in forming a business called Tesco Insurance, which will be owned 49.9% by Tesco and 50.1% by Fortis.

- Air Wick £1.5m push

Reckitt Benckiser plans to mount a major seasonal push for its air-freshener brand, Air Wick. The £1.5m TV and print campaign, which breaks on 1 October, will promote its 2009 winter fragrances, including Mulled Wine and Vanilla & Festive Spice, under the strapline 'Start your Christmas with Air Wick'. The campaign will coincide with the launch of the brand's 'Win a £5000 home makeover' competition, which will be promoted online and in-store.

- Bodyform £2m drive

Feminine-hygiene brand Bodyform has teamed up with model and make-up artist Jemma Kidd for a £2m on-pack promotion. The brand will give consumers an exclusive Jemma Kidd Make-Up School lip-gloss, worth £10, free with Bodyform purchases. Kidd will be the spokeswoman for the campaign, which, in a departure from the brand's usual TV advertising, is to be supported by a digital drive.

- DoH ad awareness

The Department of Health's £75m Change4Life marketing campaign, aimed at tackling obesity, has achieved the fastest brand-awareness and recognition of any recent government campaign. BMRB figures taken six months after its January launch show that 75% of mothers had heard of Change4Life and 79% had seen the ad, which was created by M&C Saatchi.

- Hovis adds variant

Premier Foods is adding a Soft White Farmhouse loaf to its Hovis range. The loaf is a domed, more traditional version of the popular Hovis Soft White variant. Premier Foods will be supporting Soft White with a £4.5m campaign that includes a return of its 'Go on, lad' TV campaign. Hovis plans to give away 1m loaves in October.

- Sony Ericsson launch

Sony Ericsson is launching the Xperia Pureness, its £530 mobile phone, through retailers. This is the first time the manufacturer has launched a phone without operator-partner distribution.

- Heinz Guinness soup

Heinz has teamed up with Diageo to launch a limited-edition Heinz Taste of Home Steak & Guinness Casserole soup. It will be supported by a five-week press ad campaign breaking on 26 October. There will also be product placement and giveaways at Twickenham and other Guinness Premiership rugby fixtures.

- Kitson to quit Aviva

John Kitson, the sales and marketing director responsible for Aviva's general insurance business, is to leave in March. Kitson has worked for the company for more than 14 years. He leaves without a job to go to.

- Liverpool banks on SC

Liverpool Football Club has announced that Standard Chartered Bank will become its principal sponsor, to replace Carlsberg, after agreeing a four-year deal to the end of the 2013/14 season. Carlsberg has been the club's principal sponsor for 17 years. The deal is the biggest in the club's history, estimated to be worth more than £20m a year.

- Fashion Week steps out

London Fashion Week gets under way this Friday (18 September), with Canon again the principal sponsor. Other brand partners include British Airways, Tesco, BlackBerry, DHL, Evian, LG and Mercedes-Benz.

Mercedes-Benz is providing a fleet of low-CO2 cars (right, with brand ambassador, model Julia Stegner), while Tesco will be supporting emerging labels by selling limited-edition pieces on its new Clothing at Tesco website. Clothes from each designer showing at London Fashion Week will be sold exclusively on the website, which is due to launch this autumn as a challenger to sites such as

MOST READ's most clicked-on stories for week ending 11 September 2009

1. L'Oreal launches True Match roll-on foundation range
2. Procter & Gamble inaugurates umbrella community site for 'savvy mums'
3. Salary survey: marketers defy downturn with pay and bonuses
4. Santander switches to Ferrari
5. ASA bans Thomas Cook ad claiming to beat Post Office exchange rates
6. Christmas comes early for recession-hit public
7. Manchester City welcome Arsenal to Eastlands with Adebayor campaign
8. Marketing's 10 hottest fashion websites


Alan Mitchell 'The stimulus-response model is codswallop. It creates a mesmerising circular logic that dooms practitioners to repeating the same basic mistakes.'


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