廣告惹禍 百事控可口可樂詆譭 可樂廣告揶揄百事 稱佳得樂「漏」鈣鎂

(明報)4月15日 星期三 05:05

【明報專訊】百事與可口可樂    這對冤家宿敵，又將對簿公堂！運動飲料龍頭「佳得樂」（Gatorade）的生產商百事，周一入稟控告可口可樂，指可口可樂運動飲料Powerade的廣告，聲稱佳得樂「漏掉」鈣及鎂兩種關鍵電解質，涉及虛假誤導和詆譭。

百事周一向紐約    聯邦地區法院指出，可口可樂的Powerade ION4廣告，指佳得樂「漏掉」鈣及鎂兩種關鍵電解質，歪曲了現佔美國    運動飲料市場佔有率80%的佳得樂的功效，損害了佳得樂44年品牌聲譽。廣告中一個貼有「不足」標籤的半瓶佳得樂，與Powerade ION4的「大特寫」並列，又把多瓶佳得樂放在「不要買不夠料的運動飲料」的標語之下。

百事：飲料經測試證明 可樂：捍衛產品角色

有關廣告現正於印刷媒體及網站登出。百事要求法院禁止廣告繼續推出，特別是運動飲料的銷售旺季即將開始。起訴書指，Powerade ION4的鈣及鎂含量，僅達專家建議的成人日常攝取量的0.5%，沒證據顯示該飲品加入如此微量的物資後，對飲品的質素有改善。

百事的聲明道﹕「作為運動飲料龍頭的生產商，我們有責任確保消費者收到正確信息。沒有科學證據顯示，Powerade ION4比佳得樂優勝，Powerade只是有小量額外電解質而已。佳得樂是全球被研究得最多的飲料，亦是唯一飲料可通過逾40年科學測試，證明它能替運動員補充水分、增添電解質、為肌肉提供燃料。」

可口可樂發言人回應稱，公司充分支持自己的產品，並「準備捍衛Powerade為消費者提供補水功能的角色」。

早在06年，百事也曾投訴可口可樂的Powerade Option電視廣告，指其帶出Powerade比佳得樂優勝及更少卡路里的「不實信息」。廣告中兩名農民坐在載着乾草包的馬車上進行短程比賽，一輛馬車載着50包乾草，另一輛載着10包乾草，載重較少者輕易取勝，廣告跟着比較Powerade Option及佳得美，指前者只有10卡路里，後者卻有50卡路里。佳得樂指該廣告信息很明顯，「Powerade Option不但比佳得樂少卡路里，亦比佳得樂優勝，可令你跑得更快，但可口可樂不能證明這理論」。雙方最後庭外和解。

可口可樂已非首次被指產品廣告與事實不符。可口可樂旗下強化水飲料Vitaminwater去年推出廣告攻擊佳得樂，但美國民間組織「華盛頓    公眾利益關注中心」今年1月控告可口可樂，指Vitaminwater所聲稱的健康功效，與事實不符；澳洲    有組織本月初也要求可口可樂更改廣告，質疑有關廣告聲稱可口可樂不會引致肥胖及蛀牙，是「誤導消費者」。

Is that a strategy of promotion ??

Before his famous “political advertising” for Benetton, Kalman and his company M&Co created such at the behest of Florent Morellet, owner of the eponymous bistro in the meatpacking district.

The text on the page above reads:

“After the death of a close friend, and collaborator Larry Rosenberg, in 1987, after a prolonged struggle with AIDS (and a medical profession caught unawares), Kalman and Morellet produced a joint advertisement with the Society for the Right to Die, and, increasingly after this, Florent advertising and publicity became a vehicle for political messages. These included invitations to donate money or time to the homeless over Christmas, and an ad that ridiculed vice-president Dan Quayle for his spelling abilities.

‘I decided that if I was going to spend money on advertising I was going to do political advertising; it had to be more than saying my food is the best,’ says Morellet. ‘Having a social message was a way to feel that I was not wasting my money.’

Kalman: ‘Most things we did for Florent he liked, and when you have that relationship, you do great work, because it becomes your responsibility to make sure the ads work and that you respect the person who is trusting you. He did, however, reject our call to vote poster.’

Florent Morellet: ‘It was very stormy working with Tibor. I’m a pushy person and he’s a pushy person. We had a few fights about design. I was not the quiet client.... As for the Fuck Bush, Vote poster, there’s a limit to that. At the time everybody was saying ‘fuck’ every other word. It became boring, like ‘you see.’’

Scott Stowell (designer): ‘For three years I ate Florent food for lunch everyday except Friday. For a long time it was family style; we would have no idea what we were getting, so it might be roast chicken one day and huge tins of borscht the next. Once in a while we’d do an office party at the restaurant. That was the arrangement. They brought us food and we gave them ads, and everybody was happy.’”

Florent has a history of community engagement. In 2003, with preservationist Jo Hamilton, he helped earn landmark recognition for the Gansevoort Historic District.

The context of the Florent ads, arising from rage and personal loss, and even the barter arrangement, make the feel a lot less crass and gratuitously provocative than Kalman’s later work for Benetton.

See previous posts Half Empty on Tibor and Commodify Your Dissent on merchant politics.

百年電車 賣股求變

(星島)4月8日 星期三 06:30

(綜合報道)

(星島日報報道)陪伴港人逾一個世紀的香港電車，即將「易主」。九龍倉昨宣布將一半電車股權，以少於一億歐羅(十億港幣)作價出售予法國威立雅運輸(Veolia Transport)，並由威立雅營運和管理；威立雅並擁有九倉餘下一半的認購權。威立雅昨承諾接管後，不會改動電車外觀和設計，以保留港人集體文化；又強調暫無計畫增加票價。九倉指出售電車股權，並不是因為無錢賺，而是要引入富經驗的國際運輸公司，進一步拓展電車業務。

　　在港島行駛逾百年的「叮叮」，由九倉集團在七四年購入經營至今，昨日正式將一半股權出售予「威立雅運輸」，雙方簽訂協議，以各佔一半合作經營。九龍倉董事易志明將退居董事局，電車營運和管理話事權交到威立雅手上。對於出售股權作價，易志明和威立雅交通集團行政總裁杜培洛都以商業秘密拒絕透露，只表示多於一千萬歐羅（一億港元），但少於一億歐羅（十億港幣）成交。

　　易志明說，一個月前已通知政府出售股權決定，但由於只是股權轉讓，根據《電車條例》不用行政會議審批。運輸及房屋局局長鄭汝樺 說，已要求電車公司保存電車傳統，包括外貌及設計，「新舊股東都向我們承諾，他們會很重視這方面，保存電車的傳統服務。」又說有機制監管電車票價變動，加價要得到行政會議通過，幅度亦要市民接受。

　　接替易志明出任電車公司董事總經理的夏睿德說，七百名員工受聘條件不變，暫無意加價，「調整票價方面，目前為止，我們只是剛開始參與，我們短期內沒有計畫改變。」而電車是本港重要歷史特有文化資產，杜培洛強調，主要改善電車管理和技術，不會改動電車外觀和設計，將來有任何改變，會先了解民意。

　　電車過去十一年沒有加價，仍維持兩元車費。易志明說，不是因為無錢賺而出售電車股權，「我們都沒有向政府申請加價，這次的合作不是因為無錢賺，亦不是因為自己無能力管理不想做。只是有一個這麼好資歷的夥伴，他有興趣加入，我們是歡迎。」易志明對電車業務極有信心，與威立雅商討兩年，認為對方值得「託付」，可提升服務水平，「合作理由正因為威立雅的履歷『擲地有聲』，世界上唔知邊度找一個好過佢！」

　　他指，去年票務收入有一億五千萬元，去年廣告收入不俗，有五千萬元。而電車在○六年之前的十年間，每年平均盈利只有二百萬元，到○七年急升至一千萬元，至去年盈利更高達三千多萬元。他指電車每日只有約二十四萬乘客人次，已屬不錯，去年十月起加密班次後，客量已增加百分之四點七。

　　至於九倉會否出售手上另一半股權，易志明承認當中有協議條款，但拒絕透露詳情。據了解，這個協議有一個行使年期，要雙方接受才可行使，如果威立雅想出售手上股權，九倉在某年期內亦有優先權。

　　同是九倉旗下的天星小輪，易志明說暫無計畫出售，亦無與任何人接洽，但又補充說做生意不會一世不變。

LV進軍香港藝術館 豈止手袋咁簡單

(明報)4月8日 星期三 05:05

【明報專訊】提到LV，港女雙眼發亮，內地客大解慳囊，但又有多少人說得出LV是有超過150年的歷史？各位LV迷，如不想被標籤為盲目追逐名牌的一群，可以考慮於下月到香港藝術館參觀LV藝術展，學多一點這個世界知名品牌的發展史。

繼全球第二大旗艦店落戶香港，渡海小輪都曾印上LV標誌，香港藝術館亦與LV（Louis Vuitton）合作舉辦《路易威登．創意情感》藝術展，由路易威登創意基金會帶來當代藝術珍藏，介紹LV百多年來的藝術創作及品牌發展。

展覽為「法國五月節」節目

康樂及文化事務署副署長鍾嶺海昨日出席展覽簽約儀式，他指展覽是首次於亞洲地區展出，亦是第17屆「法國五月藝術節」節目之一。LV亞太區總裁Jean-Baptise Debains在簽約儀式上說︰「香港是亞洲城市中心，充滿活力，吸引各國遊客旅遊，希望藝術展能與大眾分享品牌創作情感、品質堅持及創意等價值觀。」

展覽設於藝術館兩個展覽廳，分成兩部分，首部分由品牌創辦人路易威登的創作歷程開始，介紹產品及藝術收藏的重要，亦會展出多個古董行李箱及旅行袋，以及Marc Jacobs出任藝術總監後品牌注入當代藝術特色的演變過程。

第二部分由路易威登創意基金會介紹法國LV美術館的設計構思。負責建築物設計的Frank Gehry將來港，與另一名受邀的設計師村上隆，同於5月22日在香港藝術館舉行講座。

此外，藝術展的展品亦取材多名歐美及中國藝術家，包括Jean-Michael Basquiat、曹斐、楊福東，本地創作人如李傑、白雙全、梁志和等，亦會在展覽中展出多個裝置藝術及影片創作。香港藝術館總館長鄧海超預料，展覽將吸引12萬人次入場。

港產社交網 私隱掛帥 挑戰facebook 分享圈只供密友參加 重「深」不重「廣」

(明報)4月6日 星期一 09:55

【明報專訊】你有否試過進入陌生人的Facebook相簿，搜索你朋友的蹤迹？你又是否知道在這一刻，會否有人在看你的戶口資料？在你的Facebook戶口內，除非你有做好「保安」，否則全部「朋友」亦能看到你的最新動向。不想這樣？去年12月底正式啓用的港產社交網絡Thumbdive，正為關注私隱的你，提供一個暢所欲言的平台，但留言內容確保只有一小撮「圈內人」知道，令你可以在網絡上保留到一點點私隱。

有份參與開發Thumbdive平台的AirGini首席產品總監譚慧儀表示，Facebook最初開發時以大學生校園生活作基礎，以大量瀏覽材料娛樂用家，私隱處理相對次要，「Facebook 是橫向朋友圈，注重廣度，亦即朋友愈多愈好」。

針對iPhone用戶專業人士

她指，AirGini去年中決定要開發一個新社交平台，針對iPhone用戶及專業人士，邀請了居於美國    、北京    及香港的專業人士，做了一些深入訪談，發現不少長期使用Facebook、MySpace的用家，都認為難與朋友「交心」， 因為一放上網便人盡皆知，而且Facebook年資愈長，使用時間會相對減低，「有些人現只將它當成一個通訊錄！」

譚慧儀說，記得一位受訪者表示，自己準備應徵政府的專業職位，但是有些放在Facebook上的資料，讓人知道或會影響應徵，於是很想把東西剷走，才發現「一上網，就不能拎走」，令他十分煩惱。

她又分享另一個案，在美國一大學，有教授進行了一個「Facebook實驗」，就是開了一個戶口，嘗試將全大學的學生都加入成為朋友，經過一段時間，該教授竟然能在課堂上，說出每個學生有什麼朋友，曾在他們身上發生過的一些事，甚至連他們「死黨」的事都能說出，「這其實讓人知道，這些平台雖是方便，但對於私隱一定要有所警惕」。

內容只限圈內分享 方便深入交談

AirGini推出Thumbdive，提倡分享圈概念，讓用家可以按自己的意思及需要，邀請家人、朋友、同事到獨特的分享圈內，不是要「廣」，而是要「深」，讓大家可作深入的交談，因為圈內資訊包括網上更新及交談內容，只限圈內分享，讓私隱有保障，「那大家可以放心在網絡說話了！」她表示，去年12月在歐美及香港推出私人試用版（Private Beta）後，便立即被蘋果網站推薦為「員工之選」，相信6月正式推出公眾試用版後，會有更多人開始試用。

陈曾黄朱梅广告行

remember that I had read a book 十個廣告九個醜..

that was my  first time to read about advertising...

 

then,

在印刷行的律師行

印刷行在中環都爹利街, 是一條崛頭街; 律師行則在印刷行十五樓, 還有很多路可行。

這是一間很年青的廣告公司, 員工平均年齡只二十多歲, 但環境很老派, 裝修得像間律師樓, 公司叫陳曾黃朱梅, 跟胡關李羅同一調調, 律師行故名。

坐在釘飾真皮沙發上, 揚聲器隱隱傳來輕輕的老歌, 既真實存在, 又不影響談話。 這套音響, 全是中古真空管系統, 除了要花閑錢幾十萬, 還要有閑情。 據說, 單是為揚聲定位, 已經搞了好幾個月。 坐在我面前的, 就是律師行其中兩位領導, 陳大仁和曾錦程, 大家慣稱他們為Paul and KC。

身穿鮮紅英格蘭足球隊tracksuit的Paul, 永遠是發言人; 身旁穿著campus grey tee的KC, 則像我在奧美認識時一樣, 低調而慎言。

陳大仁話, 做大agency, 小心被人斬手斬腳, 意思是部門分工太細,工序的認識和投入度不夠深入, 一旦沒有了這些倚靠, 便會變成無腳蟛蜞。 典型的例子, 就是坐在他面前的我, 所以我創不了業。

四十出頭, 盛放之年, 放棄高薪厚職, 當然有他們的理想, 但這是一盤生意, 理想脫離不了現實。

霸王洗頭水升le變潮牌

Client: Earth Hour 

Agency: Leo Burnett, Sydney 

Executive Creative Director: Andy DiLallo, 

Jay Benjamin 

Art Director/Copywriter: Kieran Antill, 

Michael Canning 

Producer: Fiona Watson, 

Natasha Harrison 

Photographer: David Knight 

Tags

Australia, OOH

My Favourite Campaign (Online Voting)

Best of the Best - Use of Media

Best Branding Campaign

Gold
Campaign	Swarovski Sparkling Crystal Tunnel
Advertiser	Swarovski Hong Kong Limited
Media Agency	Swarovski Hong Kong Limited
Creative Agency	Swarovski Hong Kong Limited

Best Interactive Campaign

Gold       Campaign Nike T90 Campaign Advertiser Nike Media Agency Mindshare Hong Kong Limited Creative Agency McCann Worldgroup (Hong Kong)

Want to know more , http://www.jcdecaux.com.hk/bobawards/winnerlist.html

Google Uses Twitter to Sell Ads

Intuit Is First Marketer to Have Its Tweets Streamed Across AdSense Network

by Abbey Klaassen 

Published: April 02, 2009

NEW YORK (AdAge.com) -- Twitter may still be tweaking its own business model, but Google has found a way to use the popular microblogging service to sell ads.

When a user clicks on an ad from Google, it takes them to TurboTax's Twitter page.

The search giant has started offering marketers ad units that stream their five most recent "tweets" across the Google AdSense network. The first marketer to use the ad units is Intuit, whose TurboTax brand is trying to boost its Twitter followers. Intuit used several of the measures available for any AdSense campaign to target the ads, which are running on sites such as Bebo, Facebook, Hi5, MySpace and Alltop.

Not exactly a new concept
The concept of aggregating tweets and syndicating them on web pages isn't new, either, although it's more commonly seen on an individual's blog or other content-based websites than it is within paid-media placements. There are several widgets, blogging tools and independent third-party apps that can be placed on a website or blog to stream tweets organized by user, hashtag or keyword. Earlier this week, Glam Media launched an offering called Tinker.com, which lets advertisers buy ads around events or conversations. For examples, a retailer could buy all Twitter conversations around the Oscars, and those Twitter conversations -- along with the ad -- would show up on sites Glam Publisher Network.

The TurboTax ads are running during the last two weeks of tax season -- crunch time for tax-prep marketers. According to TNS Media Intelligence, Intuit's tax brand spends more than $100 million in 10 weeks. Intuit did not disclose how much it spent on this particular buy or whether the unit was sold at a premium ad rate.

TurboTax spokeswoman Colleen Gatlin mans the Twitter account, along with her public-relations team and Christine Morrison, social-marketing manager at the company. She considers them "enablers" -- they get people's questions to the folks who can provide answers. There are many reasons why the company is on Twitter, she said, but one big reason is that the microblogging site humanizes the brand.

Network effect
"We're raising awareness in the social community that we're here helping consumers," she said. "We make changes based on customer feedback, we're learning about the process."

Mr. Greenberg said he's still trying to work out exactly what a Twitter follower is worth from a marketing point of view, such as whether people have a greater propensity to become a customer when they're following a brand on Twitter or how valuable those customers are. But he's sure one of the advantages to the tool is its network effect.

"We're doing research about people who engage with us but also more interesting are their friends and followers," he said. "People can influence others in their own networks."

I believe that's truth and the network is changing our behavior . 

from: www.adage.com

P&G Settles Advertising Dispute With Rival Georgia-Pacific

Will Drop Claims That New Bounty Paper Towels Are Thicker

By Jack Neff 

Published: April 03, 2009

BATAVIA, Ohio (AdAge.com) -- Procter & Gamble Co. is discontinuing ads and packaging claims that its new Bounty towels have "25% thicker quilts" to settle a lawsuit by Georgia-Pacific Corp., maker of Brawny, which charged the new towels really aren't much thicker at all.

The new Bounty packaging no longer claims '25% thicker' towels.

The settlement comes just before a hearing that had been scheduled for Monday on G-P's motion for a preliminary injunction in U.S. District Court for the Northern District of Georgia. A spokeswoman for Georgia-Pacific said P&G had agreed to "stop making and selling Bounty towels" bearing the "25% thicker" claim as well as media, point-of-purchase and media advertising behind the improved product.

G-P is getting no compensation as part of the settlement, and P&G is not acknowledging any wrongdoing.

A P&G spokesman said Bounty already had planned to change the packaging artwork in August, according to industry standards limiting use of the claim a product is "new" after six months.

"However, we are accelerating this change as part of our mutual agreement with G-P, and the suit will be dismissed," the P&G spokesman said. He declined to comment on how claims on the new packaging and new advertising would be handled.

G-P had blasted the claim and ad campaign, from Publicis Worldwide, New York, in a complaint, claiming that regardless of the thickness of the "quilts," or indentations on the towels, tests of the new Bounty towels showed them to be at most 5% thicker than prior versions, with most no thicker at all.

In a brief supporting its motion for a preliminary injunction, G-P cited consumer tests indicating that 56% of potential paper-towel purchasers exposed to the Bounty packaging falsely believed that the towels themselves, not the quilts, were 25% thicker. The complaint cited a similar assumption found in a Wall Street Journal story in February.

According to G-P's complaint, "there are no substantiated performance benefits attributable to having 25% thicker quilts," though Bounty's TV ad promised it "cleans the mess with less."

From : www.adage.com

Crumpled Rumpled Paper Sofa!

Ok folks are you ready for some DIY class? Today I’m gonna teach you how to upholster a sofa. Oi, Chris Burns keep that darn thread away, and LT you don’t need your sewing machine for this. Takashi, you’ll do fine trust me on this one; just follow my instructions! Ready? Take some paper, crumple it a lot, now take your sticky glue and apply it to the back of the paper. CB…DON’T STICK THE PAPER TO YOUR COMP! Do it like how my star student Tokujin Yoshioka has done, stick the paper one by one on the sofa! Simple!

Designer: Tokujin Yoshioka for Moroso

Advertising Agency: Storåkers McCann, Stockholm, Sweden
Art Directors: Patrik Reuterskiöld, Mitte Blomqvist
Copywriters: Martin Johanssen, Björn Hjalmar
Illustrators: Ylva Krantz, Patrik Reuterskiöld
Photographer: B-smart
Other additional credits: Nico Paredes, Ylva Krantz, Malin almqvist, Tove Dreiman
Published: December 2008