Attention to Detail
It’s rare for an international packaged goods company to talk about a product under development — until, that is, it launches.
This month, we catch Gillette on the cusp of a $150 million global marketing blitz for Venus. The women’s razor hits shelves, airwaves, and the road this month. We’re pleased to bring you the rest of the story — code names, ad parodies, and all the nitty-gritty details that go into a launch. Gillette’s product development team bared all to give senior editor Betsy Spethmann a behind-the-scenes look that goes back three years to the razor’s inception. It’s a testament to the work involved in any major launch, and a solid case study on global packaged goods marketing.
There’s one detail still dogging brands as they log more miles with event marketing: Measuring success is still a hit-or-miss affair. Since there’s no universal measuring stick, promotion pros have been fashioning their own. Senior writer John Palmer details them for you.
The next trend we’re watching is the weakening national economy — no small detail here, but not necessarily bad news for promotion marketers. Couponing should gain favor this year as consumers — and marketers — tighten their belts. Unlike the downturn in 1990-91, this time the Internet figures into the equation.
Check out the Marketers section to see how the new partnership between Procter & Gamble and Coke may play out for the handful of brands they’re pooling (and agencies, and retailers, and truck drivers … we’re delivering details, after all).
In Hot Properties, we give you highlights — without the crowds — of the American International Toy Fair. There are details on Hollywood fauna from Josie and the Pussycats to Planet of the Apes. Plus, we look at Pepsi’s first trip back to the silver screen since Star Wars.
Oh, and don’t miss our special section on premium incentives, or the wrap-up on this year’s PMA Reggie winners. There’s bound to be a detail or two that applies to your job.
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