A “boppy” video within Lipton’s Green Tea Fit Cart marketing initiative shows an intriguing shopping cart handle that tracks physical activity. An energetic woman featured in the clip can be seen zipping around a grocery store as her cart counts calories burned, steps taken and heart rate.
The video went live on YouTube on Oct. 26 and has more than 1.1 million views.
A post on Hubspot.com says Lipton wants to encourage consumers to make healthier choices while shopping:
Aimed at people too busy for regular exercise, the cart is intended to show consumers how many calories they can burn just by walking around at the grocery store. The hope is that they'll also think twice about what they put in their shopping cart if they can see the calories they're burning in real time.
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Out at the beaches, a campaign for Nivea Kids Sunscreen included faux pooping seagulls, a real drone and some creative headlines. The initiative made its debut at Cannes this year. Hubspot.com, however, reported the campaign didn’t fly:
The folks at German agency Jung von Matt/Elbe designed this seagull drone to squirt Nivea Kids Sunscreen onto unsuspecting children on the beach. [Marketers used a video case study to] explain how the drone can be used to make sure all kids are protected from the sun, even when they refuse to apply sunscreen themselves. It may seem like a parody at first, but make no mistake: This drone is 100% real.
Say what you will about the taste level of the pooping seagull concept—it definitely generated a lot of attention for Nivea and left an undeniably memorable impression. Cannes Lion jury president Sir John Hegarty told a group of journalists, "It’s the most stupid thing I think I’ve seen in my whole life. I actually thought the Monty Python team had gotten together and entered it into [Cannes], to see if we would vote for it."
From Cannes to communities
On a smaller scale, two health care facilities on the East Coast have encountered some marketing challenges.
A risqué approach didn’t fly near New Haven, Connecticut.
The Cheshire Regional Rehabilitation Center’s billboard advertising a new, all-female skilled nursing wing was a bust. The sign featured a shirtless man with a stethoscope. The headline—“Who’s caring for your mom?”—came under immediate fire from the public. It was taken down after just a week. The New Haven Register reported:
The purpose of the billboard is to advertise a new, all-female skilled nursing wing that [made] its debut in late June or early July, said Victoria Walker, director of community awareness. The wing will have room for 40 patients who will be cared for exclusively by female nurses, Walker said.
Cheshire Regional Rehab Center has 50 nurses on staff; 43 of them are female.
The post continued:
The Meriden-based Connecticut Nurses Association criticized the billboard on its Facebook page.
“This billboard is offensive, especially to male nurses everywhere,” the organization’s post said, in part. “It is in bad taste and does not help families make informed decisions in choosing a rehab facility. Quality care is provided by competent nurses regardless of the nurse’s gender.”
Nicholas Nicholson, an assistant professor at Quinnipiac University’s School of Nursing, called the billboard “a step backward for the profession.”
“It says to me that whoever came up with that idea does not understand the value of the nursing profession,” Nicholas said. “This is a profession that places an importance on the outcomes of our patients. And those outcomes have nothing to do with the gender of the nurses.”
Walker told the newspaper that the marketing team came up with the idea without consulting an advertising agency.
Branding and development professionals at Our Lady of Lourdes Medical Center in Camden, New Jersey, seek to balance longstanding history and modern-day marketing woes.
How can they continue the legacy of a beloved hospital—and keep a city symbol atop an expanded facility that will be rebranded? According to Philly.com, a statue of the Virgin Mary is at the center of a brand discussion for the $100 million modernization.
Some say the sculpture should move to the hospital grounds:
"We want to create a modern look, and we also want to respect our past," says Kim Barnes, vice president of planning and development for the Lourdes Health System.
"Believe me, we've looked at a number of options. A lot of people have an affinity for the statue being up high. There are very passionate opinions."
Neither a decision about relocating the statue nor the financing for the overall project has been finalized. But a PowerPoint presentation that Lourdes has shared with members of the public includes preliminary renderings of a dramatically reconfigured, architecturally updated, and state-of-the-art facility, with private rooms and other amenities for patients, staff, and visitors.
The transformation will help "create a new brand," the presentation says.
The Virgin Mary also has connections to the operating room at Lourdes. The statue is bathed in green light each time a patient undergoes an organ transplant at Lourdes, the post says.
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