Lowdown: Pokmon Could Boost Victoria's Secret, Says Report
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The Lowdown is Ad Age’s weekly look at news nuggets from across the world of marketing, including trends, campaign tidbits, executive comings and goings and more.
The Pepto-Bismol “5-Symptom Song & Dance” is back after a decade hiatus in a TV ad and online video dubbed “Country Fried Dancin'” from Publicis. It features the famous-for-Pepto-fans chorus line “nausea, heartburn, indigestion, upset stomach, diarrhea.” The original ad featuring the jingle and dance aired from 2002 to 2006, ushering in four years of brand growth. And the encore is a part of a mini trend following Procter & Gamble Co.’s revival of the original Mr. Clean jingle last month. The song and dance were “permanently embedded in pop culture” the last time around, said Lisa Tecklenburg, associate brand director-digestive wellness. “In fact a lot of die-hard Pepto-Bismol fans continued to request the comeback time after time in social channels.” Indeed, research showed the song ranked just behind the “pink liquid in the bottle” as the second most-recognizable brand asset, she said. So why did it ever go away? “I’m not sure exactly,” Ms. Tecklenburg said.
Miller Lite recently put a new twist on one-to-one marketing that had nothing to do with digital.Tbe brew delivered personalized messages to beachgoers using airplane banners at an event in Ft. Lauderdale. One example targeted a man who looked like he was getting a bit too much sun with this message: “Hey Blue Swimsuit: Better Turn Before You Burn.” DigitasLBI was behind the stunt. It is part of Lite’s “Kick Back” summer program that has included events across the country. Another stunt involved treating more than 50 Chicago bargoers to a White Sox game, on the spot. WGN has more on that here.
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