Abstracts » Business, international

Brands risking celebrity saturation

Article Abstract:

The use of celebrities rather than models in promoting hair and makeup brands is reaching the point of saturation. While cosmetics companies admit that there are too many celebrities endorsing brands in the market, they explain that the trend offers several benefits to brands. According to these companies, using celebrities is effective in targeting youth. In addition, compared with models, celebrities offer more tangible recognition, perceived accessibility, have certain attributes that apply to brands and offer more return for marketing expenditure.

Toilet Preparation Manufacturing, Toiletries & Cosmetics NEC

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'Lion King' marketing starts to soar

Article Abstract:

Mirvish Productions and Rogers Media have started advertising campaigns for the musical 'Lion King,' which will be played in Toronto, Ontario, in Apr 2000. Mirvish has launched the third phase of a C$2-million pre- production campaign that will coincide with the start of single ticket sales. On the other hand, Rogers Media came up with its own multimedia campaign, showing how its cable, Internet, Cantel AT&T and VIP discount program customers can benefit.

Motion Picture and Video Production, Motion Picture Production, Mirvish Productions

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Laundry tabs set to fight dirty war

Article Abstract:

Jeff Jacket, brand manager for Sunlight Tabs, a laundry detergent in tablet form, says the product is geared towards loyal Ultra Tide users. Tabs will be launched in the middle of May 2000, more than a month ahead of a similar product from Procter & Gamble, the Tide Rapid Action Tablets. The Tabs launch is supported by two TV ads and a sample drop to 1.5 million households across Canada, particularly households loyal to Tide.

Household Detergents & Cleansers, Soap and Other Detergent Manufacturing, Cleaning agents, Sunlight Tabs

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