Hasta La Creative!

It’s times like these I wish more than ever I was a New Yorker.

On Thursday and Friday, Thomas Pink gave away over 1,000 individually customized shirts at a pop-up shop erected near Rockefeller Center. The stint, entitled the White Collar Shirt Bar, promoted “White Collar,” a new USA Network show that premiered Friday. Stars of the show Matt Bomer, Tim DeKay, and Tiffani Thiessen (Sadly, Mark-Paul Gosselaar was not in attendance) were on hand Friday to celebrate the launch of the show and probably to get a free shirt.

Keep in mind a basic Thomas Pink button-down shirt starts at around a whopping $150, let alone all the extra charges that must come with custom tailoring by expert seamstresses. Therefore, this might be the best promotion ever, complete with complimentary shoe shines and gourmet coffee for those waiting in the trenches. Although the lines started early and people were waiting for up to six hours (maybe more), everyone in line was guaranteed a shirt.

According to the promoters, the USA network and Thomas Pink joined forces to create a unique opportunity to share a piece of the show’s main character. According to whomyouknow.com, the white-collar shirts provided are “inspired by the effortless style of “White Collar”’s lead character Neal Caffrey, the world’s most fashionable ex-con.” Everyone who received a shirt also got a DVD of the premiere episode among other goodies.

Although not all can appreciate a plain dress shirt costing upwards of $200, Thomas Pink is truly the best of the best. Each seam and button is strategically placed, and the high quality two-fold cotton used lasts a lifetime. The USA Network hit a home run in pairing up with Thomas Pink to portray the luxurious lifestyle that the show is all about. It is one thing to give away promo T-shirts, but a giveaway of this caliber would have been truly worth the wait.

Anna Vortman is a marketing and advertising manager specializing in branding and new media. Contact her at avortman@gmail.com

Sometimes the past is fulfilled with wonderful memories of friends, music, good times and lots of laughter. Or, the past should remain exactly where it is, especially when remembering how you dressed, your bodily piercings, and that mullet with the spiked top that would never go out of style. If you remember the mullet, do you recall these lyrics?

Buying bread from a man in Brussels He was six foot four and full of muscles I said, “Do you speak-a my language?” He just smiled and gave me a vegemite sandwich”
By: Men At Work, “A Land Down Under

What in the heck is Vegemite, anyway? Until writing this post, I didn’t know, nor care. Then I found out that Vegemite is actually produced by Kraft Foods, and that Kraft has developed a new Vegemite formula and has rolled it out in Australia…

My first thought: “Would this be the next huge marketing FAIL, akin to the New Coke Formula back in 1985?”
Knowing absolutely nothing about the product, I had to do some research. What is Vegemite?

Vegemite is similar to the British product Marmite, which is a tacky paste, brown in color, with a salty “beef broth” or “meaty-like taste.” Marmite is usually spread on toast or biscuits but can also be mixed with hot water to make a drink. Marmite is made out of yeast extract saved after the beer brewing process. During World War I, the flow of Marmite to Australia was interrupted and an Australian cheese company, Fred Walker & Co., commissioned an Aussie scientist to come up with similar replacement.

Vegemite was introduced with great fanfare (including a national naming contest) in 1923. The naming campaign was a big success; the product flopped. Despite various marketing efforts, Vegemite sales remained poor. Kraft purchased Walker & Co. in 1926 (forming the Kraft Walker Cheese Company) and in 1928, changed the name to Parmite, which killed Vegemite’s tiny though hard-won market share. Vegemite never recovered.

So, with plenty of Vegemite on-hand, the Kraft Walker Cheese Company started giving it away with Pontiac automobiles and cheese products. Sales responded positively; then, the British medical association proclaimed that Vegemite was a great source of Vitamin B. Sales increased more. By World War II, Vegemite was in 9 of 10 Australian homes, had become part of a soldier’s daily ration kit, and was even carried by Aussie’s traveling abroad due to lack of availability in other countries. Today, Vegemite is one of the most well-known global brands and outsells Marmite in Australia by huge margins.

Kraft tried to extend the brand with a cheese and Vegemite “single,” but failed. However, marketing contests, such as limerick and song competitions, boosted sales. Then, following the war, the baby boom hit and Kraft jumped on Vegemite’s Vitamin B content for infants;

“…baby care expert Sister Mc Donald, said in the Women’s Weekly that “Vegemite is most essential”, further cementing Vegemite’s reputation for nutrition and wholesomeness. Infant Welfare Centres were recommending babies have their quota of Vitamin B1, B2 and Niacin. Vegemite had them all!”

By the 1950’s, Vegemite was to Australia what apple pie is to America, aided in part by consumer-oriented campaigns initiated by J.Walter Thompson.

On July 7, 2009, Kraft released a ’second’ Vegemite. The new Vegemite is a mix of Vegemite and cream cheese, is less salty, spreads much easier, and supposedly tastes better. To coincide with the release of the new recipe, Kraft is running a competition to give the new flavor a name, hearkening back to the competitions that worked 50 years ago. Kraft recently launched a comprehensive marketing campaign to name the new Vegemite, drawing on the successes of past campaigns that involved the public.

In fact, the new campaign mixes both traditional and Social Media, including an interactive website that includes fun facts, the naming contests, and the history of Vegemite. The new Vegemite can be found on Facebook, YouTube, and Twitter. Below is the one of several commercials. This one has been extended to be 48-seconds long:

And, just as in the early days, J. Walter Thompson was chosen for creative expertise. While some wait to see if this brand extension will be a coup or a pile of crap, early research shows that Vegemite has more brand affinity than Coca-Cola, Starbucks, and Nike (globally);

The research analysed 1.5 billion posts across 38 languages within social networking sites, blogs, message boards, and online news. The results discovered 479,206 mentions for Vegemite, with brand affinity found more often than any other product globally.

If this was an election, the early results would show that the new Vegemite is a serious contender; however, all the votes haven’t been cast. Based on my research, I believe that the new Vegemite will most certainly take space in Australian kitchens.

Jeff Louis: Strategic Media Planner, Brand Project Manager, blogger and aspiring writer. To contact Jeff, leave a comment here, or find him on LinkedIn or Twitter.

Throat cancer will leave you speechless. Quit smoking.

Advertising Agency: The Classic Partnership Advertising, Riyadh, Saudi Arabia
Creative Director / Copywriter: Darryl Koch
Senior Art Director: Justus Luke
Published: May 2008