The week in marketing

- Kit Kat goes Fairtrade

Nestle has announced that Kit Kat bars are to be Fairtrade-certified. Packs of the four-finger chocolate bar will carry the logo from January. A print campaign to coincide with the launch carries the line 'Have a break, have a Fairtrade Kit Kat'. The ad explains Nestle's sustainability initiative, 'The Cocoa Plan', through which it promises to invest £65m over the next 10 years.

- Blue Dragon adds line

Blue Dragon, the oriental food brand, is expanding its portfolio with a Japanese range. The company said its research has shown that Japanese cuisine is increasing in popularity among British consumers, so it has placed considerable investment behind the launch.

- Fentimans activity

Fentimans, the independent maker of Victorian-style 'botanical' soft drinks, has launched a campaign 'poking fun at Coca Cola'. The outdoor activity challenges Coca-Cola's traditional monopoly as the cola of choice during the festive season. The campaign, promoting Fentimans Curiosity Cola, has been created by agency Sell! Sell! The poster plays on Coca-Cola's long-running 'The real thing' strapline by positioning Curiosity Cola as 'The Reet Thing', reflecting Fentimans' homeland in the North East of England.

- Rugby phones tie-up

Samsung and Vodafone have been unveiled as principal sponsors of The Big Game II, between rugby union teams Harlequins and Wasps, at Twickenham on 27 December. The event will be supported by performances by acts from this year's X Factor.

Ed Kemp on sports marketing at

- Ballantine's innovates

Pernod Ricard-owned blended Scotch whisky brand Ballantine's Finest is launching a bottle with a label designed to flash like a graphic equaliser display in time to music. Designed by packaging agency The Core, the self-illuminating bottle is available only to the on-trade.

- Blackburn joins Skype

Skype has appointed Juliet Blackburn as director of consumer marketing. Blackburn joins in the new role from intermediary the AAR, where she was business director, with responsibility for digital. She starts in January and will report to Neil Stevens, Skype's vice-president and general manager of consumer business.

- Tiger's backers stay

Sponsors appear to have stood by the world's leading golfer, Tiger Woods, following the heavily publicised 'transgressions' in his private life. Woods is estimated to receive about £60m a year from brands including Gillette, Gatorade and Nike.

- Zoggs hits big screens

Swimwear brand Zoggs is launching its first cinema campaign to promote its range of goggles to consumers reluctant to wear them due to bad experiences as children. The campaign, by The Red Brick Road, aims to remind swimmers of the fun of swimming underwater, and ends with the tagline, 'Swim with your eyes open'.

- Government cuts plan

Prime Minister Gordon Brown has announced plans to halve spending on consultancy costs and cut marketing spend by a quarter to make an annual saving of £650m. It is understood that the cuts will be made by 2013/14. A report released alongside the speech also recommended that more government marketing activities should be run through the COI.

- BA poster campaign

British Airways has launched a Christmas-themed outdoor campaign to run at Heathrow Terminal 5 and other UK air terminals. The ad, by Bartle Bogle Hegarty, shows a small child at an arrivals gate holding up a sign saying 'Daddy' and uses the strapline 'Bringing you home for Christmas'.

- Virgin Galactic livery

Virgin Galactic has unveiled its livery for SpaceShipTwo. The design, by agency Start Creative, was unveiled in the US' Mojave Desert. Virgin asked Start, which designed the original Virgin Galactic livery, to create a design that could cope with the heat of take-off and re-entry into the Earth's atmosphere.

- Sony in 3D strategy

Sony plans to use the 2010 FIFA World Cup to showcase its 3D television technology by filming up to 25 games using 3D cameras. It will also put 3D at the heart of its home electronics marketing next year, when it will launch a series of 3D products.

- Revolution Awards

The deadline for entries for the 2010 Revolution Awards has been extended to 17 December. The event will take place at Grosvenor House, Park Lane, London, on 8 April 2010.

To enter or book a table, visit

- Sustainability

Climate-change cues

The two-week COP15 United Nations Climate Change Conference opened in Copenhagen on Monday.

Last week, utilities company EDF Energy launched a UK print ad claiming that consumers could help the UK meet its carbon-emission reduction targets by signing up for its products and services.

Separately, French car manufacturer Citroen will host a series of events in Copenhagen this week to highlight its 'commitment to ecologically sustainable motoring'.

- Read Gemma Charles' Green Blog at

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