October 31, 2006 • 4:13 pm
Harley Just Keeps On Cruisin’
For years, doomsayers have been predicting that a demographic time bomb would blow up Harley-Davidson Inc. The median age of a Harley buyer has leapt from 35 in 1987 to nearly 47 today. Whatever youthful countercultural mystique Harley may have once enjoyed, it is now a middle-aged nostalgia brand.
Such devotion goes far to explain why Harley can turn comparatively small product improvements–more modest than take place in, say, the car industry–into sustained growth. As soon as the new, bigger Twin Cam engine and six-speed transmission were announced in July, orders started pouring into dealers, many from longtime fans like Escalante who just had to have the newest bikes. Over the last two years, customers have warmed to 10 new models, out of 38 Harley models in all, and to regular tweaks all across the line. Third-quarter results, announced Oct. 12, roared past analysts’ estimates, with net income climbing 18%, to $312.7 million, on a 14.3% year-over-year rise in sales, to $1.64 billion.
Filed under: Baby Boomers, Men
October 31, 2006 • 11:36 am
Everything Old Is New: ‘Health’ Drinks Flood Market
More than a dozen drinks promising weight loss, cell-damage-reducing antioxidants and natural energy are scheduled to hit shelves in 2007, with many more in the pipeline.
Consumers’ dollars are driving this trend: wellness and functional beverage sales grew from $41 billion in 1999 to $55 billion in 2005, per Beverage Marketing, New York. This number is expected to keep climbing while demand for sugary sodas continues to decline.
Filed under: Consumer, CPG, trends
October 31, 2006 • 10:26 am
MediaPost Publications – Chrysler Rolls Out Multimedia Effort For Sebring – 10/31/2006
Chrysler will use a multimedia push for its redesigned 2007 Sebring.
Who knew that Sebring has one of the highest percentages of female buyers of any Chrysler vehicle–about 60 percent, according to the company.
The push includes female-skewing shelter and lifestyle books like Better Homes and Gardens, networks like Oxygen, a promotion around People‘s “Sexiest Man Alive” issue, and an online “Culinary Road Trip Sweepstakes” in December with the magazine “Everyday With Rachael Ray.”
A 60-second TV spot airs tomorrow, which features the car in a wind tunnel, as an engineer looks on from another room. The campaign also includes advertising aimed at Asian, Latino and African American consumers
Filed under: advertising, auto, Women
October 31, 2006 • 10:06 am
Wal-Mart Hires New Ad Agency To Tailor Pitches – WSJ.com
By SUZANNE VRANICA and GARY MCWILLIAMS
October 26, 2006; Page B1
Amid signs that its upscale marketing push is struggling, Wal-Mart Stores Inc. is expected to name Interpublic Group’s Draft FCB to overhaul its advertising and woo low-price loyalists and higher-income customers simultaneously.
The world’s largest retailer, plagued by anemic sales growth in recent months, has signaled it will trade its mass-marketing approach for customized appeals to suburbanites, ethnic groups and city dwellers. According to people familiar with the situation, the decision to pick a new agency highlights Wal-Mart’s interest in tapping its vast storehouse of customer data to develop targeted ads whose results can be measured more easily.
Filed under: advertising, Consumer
October 31, 2006 • 10:06 am
Nike Reaches Deeper Into New Media to Find Young Buyers – New York Times
With the new LeBron James shoe set for release soon, and basketball season just around the corner (yes!) Nike is planning on some new ways to reach its consumers.
From being the sole sponsor of one of ESPN’s Sportscenters, to a pop-up store, the four LeBrons will be featured in new and various way.
Filed under: advertising, clothing, Men, OOH, Pop Up, Sponsorship, Young Adults
October 30, 2006 • 5:51 pm
Saturn Grows Some ‘Green’ in Washington, DC
Saturn is turning heads in the nation’s capital with a $500,000 marketing campaign that includes erecting greenhouses around the city to drive awareness for the automaker’s environment-friendly hybrid SUV.
Two of three greenhouses located around Washington, DC, opened yesterday; the third debuts today. All showcase the Saturn Vue Green Line, a hybrid SUV, with a lush green vegetation as a backdrop. To engage the public, Saturn is hosting green-themed activities at each location through Oct. 29.
Visitors can participate in cooking demonstrations using organic foods, and knitting and crocheting demonstrations that use organic yarn. During the event, some consumers will receive free tree seedling as part of a giveaway. For food, Saturn is giving attendees free green apples branded with the Saturn logo and free organic smoothies. Local music artists provide entertainment.
Filed under: Promotions
October 30, 2006 • 3:33 pm
With teens, it’s a bang-up new season
Big Four see a 6 percent rise among 12-17s
By Toni Fitzgerald
Oct 27, 2006
With all the distractions kids have these days, from video games to instant messaging to even homework, it wouldn’t be surprising if teenagers were watching less broadcast television. In fact, you’d probably expect it.
But that’s not the case. Six weeks into the new season, the average rating for the Big Four networks is up 6 percent over last year, from a 6.3 last year to a 6.7 this year, according to Nielsen numbers crunched by Fox.
Filed under: Teens, TV, Tweens
October 30, 2006 • 3:23 pm
Adidas Mashes-up Major League Soccer
› › › ClickZ News
By Enid Burns | October 30, 2006
Bay area agency EVB created an integrated campaign for Adidas’ Major League Soccer sponsorship as the teams enter the league championship series.
Interactive agency EVB created a 360-degree campaign for Adidas centered on a Web site featuring video mash-ups for each of the seated teams. Creative teams from C-TRL Labs and Eclectic Method have each mixed seven mash-ups that pair a team with a song and video from a local artist.
Filed under: advertising, sports
October 30, 2006 • 11:16 am
Chevy Super Bowl Ad Challenge Draws More Than 820 Teams
A Chevy challenge for college students to submit ideas for a TV commercial and have it brought to life and aired during next year’s Super Bowl game has drawn registrations from more than 820 student teams from 230 schools across the USA.
The challenge was announced in early September (PROMO Xtra Sept. 13, 2006) and allows college students (in teams of up to three) the chance to compete for an opportunity to participate in the creation of one of Chevrolet’s Super Bowl spots. Registration ended Oct. 13.
Filed under: college students, Promotions, Video