Marketing

How "Breast Cancer Awareness" Campaigns Hurt

Boobs string tankOctober is Breast Cancer Awareness month. Pink ribbons abound at department stores, grocery stores, gas stations, shopping malls and many other places. But the big "awareness" push may be misplaced. After all, lung cancer kills twice as many women each year as breast cancer -- more women every year in the U.S. die from lung cancer than from breast, uterine, and ovarian cancers combined. In 2009 alone, 31,000 more women died of lung cancer than breast cancer. But there aren't any ribbons, theme-colored products, corporate promotions, colored car magnets, festivals or fundraisers to make people aware of lung cancer's devastating toll, or to support lung cancer victims or raise money for a cure.

Why not?

Honda Buys the Rose Parade

New Honda Rose Parade LogoAfter 121 years as an independent event, the iconic New Year's Day Rose Parade has sold its naming rights to the American Honda Motor Company, the U.S.-based headquarters of the Japanese car manufacturer. The name of the 2012 event will be "The 122nd Rose Parade, Presented by Honda." Honda will get the lead float in the parade, and full usage rights for the Tournament of Roses.

No

Netflix Hires Fake Crowd to Look Excited at Media Event

NetflixNetflix kicked off the introduction of its streaming-entertainment service into Canada by closing off a street in downtown Toronto and holding a splashy media event. Excited people thronged the street, but journalists were unaware that many of the people were "extras," hired and paid by Netflix to act like excited consumers.

No

Wow, Nice Tibias

XRayPinupGirlThe EIZO Company of Japan is a relatively obscure manufacturer of x-ray monitors and medical imaging displays, but thanks to the work of the Butter Advertising Agency in Berlin/Duesseldorf, Germany, the company is grabbing attention with a new promotional pinup calendar that shows everything -- and we mean everything. X-ray images of nude models posted on the Internet caused a viral storm of commenting and link-sharing.

No

Lauria Quit Cigarettes, But Now He's on the Bottle

Tom LauriaOld tobacco industry PR flacks don't go away, they just defend different products for money. So it is with former Tobacco Institute spokesman Thomas Lauria, who is now defending bottled water.

Seems benign enough. After all, fighting for water -- albeit in an over-commercialized, overpriced and polluting form -- instead of cigarettes would seem to be an improvement for Lauria. But just as he battled efforts to educate people about the health hazards of secondhand smoke, Lauria is now battling efforts to educate people about the hoax that is bottled water.

Eat, Prey, Spend

BPlogoThe movie "Eat, Pray, Love" is the story of a woman who travels the world in search of personal fulfillment, enlightenment and love. Despite the noticeably non-materialistic theme, though, Sony Pictures and Home Shopping Network (HSN) inked a deal to use the movie as a vehicle to hype an amazing amount of female-targeted merchandise. In the run-up to the film's August 13 release, HSN staged a three-day shopping event that showcased over 400 "Eat, Pray, Love" movie-related products including kitchenware, teas, jewelry, clothing, spices, shower gel, bed sheets, furnishings and cookware. Moviegoers are invited buy Eat, Pray, Love "I deserve Something Beautiful" T-shirts for a whopping $39.90 apiece, or an "Eat, Pray, Love" Sony Pocket Edition E-Reader with case for $229.95 (in three easy payments), a gelato maker, Sony laptop computers in movie-themed colors, gourmet candies, flat-panel TVs and much more.

Progressives Up In Arms Over Brand Obama's Insult

Barack Obama buttonsA year and a half after his November 4, 2008 election, the progressive left is, rightfully, up in arms over the lack of integrity President Barack Obama has shown across the gamut of burning contemporary political issues. These include, but are not limited to issues such as war, health care, secrecy, warrantless wiretapping, and environmental issues, among many others.

A healthy and flourishing representative democracy depends on an engaged citizenry standing up and demanding that their representatives represent them. President Obama said so himself at this year's Netroots Nation conference in Las Vegas in his desperate plea to show progressive activists that he is, indeed "one of them." It does not take a political guru to understand that this was a desperate attempt to garner support from progressive Democrats for the 2010 elections, who, according to soundbites his Administration pulled together from The Rachel Maddow Show and included in the video address to the attendees at Netroots Nation, have fought so hard for that magical buzzword he used so loosely in 2008: change!

Pages

Subscribe to Marketing