Wake-up Call from Alka-Seltzer

In the US, a new specialised variant has been added to the extensive range of Alka-Seltzer products which currently includes cold, cough, heartburn and indigestion remedies, and a product to support the immune system.

The new line, Wake-Up Call comprises effervescent tablets in a Citrus flavour designed for use after a heavy night out and said to act as a pain reliever and alertness aid. Based on aspirin and caffeine, it is said to also provide temporary relief of headaches and fatigue associated with hangovers. It is also effective for relieving minor body aches and pains alone (i.e. not linked to hangovers).

Targeting a more specific occasion and a younger audience makes the product stand out from other pain relievers, especially combined with its bright orange packaging and distinct name.

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Nought to 60 in 5 seconds flat?

Can't afford the car - get the trainers instead!

Shoes with bounce

Exclusive carmaker Porsche has teamed up with sports label adidas to create the ultimate pair of running shoes. The Bounce:S trainer boasts a 'suspension' system consisting of metallic springs similar to those in the Porsche sports cars. Most running shoes absorb energy with their foam soles, but the Bounce:S returns the energy to inject an extra spring in the runner's step. In addition, the suspension is said to provide 20% more cushioning and 15% extra elasticity. The price is a steep £200, but it could be your one and only chance of owning (part of) a Porsche...!

Lada shoes anyone?

Sports car brand Porsche and sports label adidas - perhaps not such a bizarre coupling? Both are seen as classsic and of high quality. Now, how about Range Rover and Timberland teaming up to create a shoe for hiking, Volvo and Clarks could make a dependable and sturdy shoe range for the entire family or why couldn't designer shoe brane Jimmy Choo and car make Mini Cooper make beautiful, convertible party/everyday shoes.....The list could go on and on....

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You Have 1 New Message...From the Pope

Pope Benedict XVI has embraced digital messaging, with plans to send out thousands of text messages to young people in Sydney, Australia, as well as the setting up of digital prayer walls and a Facebook-style Catholic community.

The move, which the Catholic church hopes will reach 225,000 young people, is a further example of the church and its figurehead looking forward and trying to keep step with modern - and young - societies and sectors of society.

• The Pope's recent visit to the US saw a booming trade in memorabilia - some tongue-in-cheek, but an example of how marketing religion is a powerful tool.
• The modernisation of the Catholic Church includes updating the list of sins to include environmental disregard such as pollution.

Inspirational Messaging

The Catholic Church becomes the latest brand to utilise digital marketing - and in terms of brand perception, the adoption of a forward-thinking approach will be accepted more easily by modern consumers than the previous view of the church as a backwards-looking beast, mired in tradition.

• The digital world can appeal to all - this much we know. But when dealing with religion, the openness of the internet can also lead to unregulated propaganda and hate-mongering.
• But the openness of the internet is what drives it - is there a way for regulation and freedom to co-exist?
• In the multi-faith world, is the internet the best way for various religions to appeal to consumers? There is perhaps a need for different groups to use viral marketing and messaging to foster positivity, and re-brand in an effort to fit into a modern world that places a greater emphasis than ever on trust, authenticity and transparency.

Digital messaging and the like is also a way for younger members of the Catholic Church to feel that their organisation is an appealing one, allowing them to overcome any awkwardness that may be felt in trying to combine their ('old world') religion with their ('new world') digital life.

• Would any brand be willing to align itself with digital religion, or is there too much stigma attached?

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Guerillas in the Midst

• Part of the move towards a more conversational tone is the shift towards guerrilla marketing. The viral world is a double-edged sword. While it can generate a message with contagious force, it can also work the other way. Reputations of brand-owners are constantly under threat. The power of consumer opinion can work against it when consumer sentiment rallies against brands and companies, and this is what happened when HSBC tried to withdraw free banking to students: the power of online opinion forced it to retreat.

• Viral marketing is very much a stimulus-response model of traditional mass communication, albeit using innovative technologies. However, in a more conversational world, viral platforms could also offer a return loop that allows people to share ideas, thoughts and opinions.

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Community First Credit Union of Florida – Home Equity Line Of Credit

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Sampar keeps an eye on hyper-stessed urban crowds

Sampar has introduced a new eye product containing the Urban Advance complex aiming at a growing portion of hyper-concerned consumers swinging between natural and organic skincare; and cosmeceuticals.

Sampar has introduced a new eye product containing the Urban Advance complex aiming at a growing portion of hyper-concerned consumers swinging between natural and organic skincare; and cosmeceuticals.

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