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AD AGE MAIN 11-13-06 a 1 ADAGE.Qxd FEATURING AD AGE’S 2006 MARKETER OF THE YEAR The marketers behind these products broke through the clutter and delivered real impact (and ROI) for their brands. Come meet them for cocktails and lunch, congratulate their success…and learn all their secrets. SAVE THE DATE Wednesday • January 31, 2007 11:30 a.m. – 2:00 p.m. • New York Hilton For tickets or information, adage.com/events Sponsored by Conferences Seminars Award Shows Parties Festivals © 2006 Crain Communications Inc. Advertising Age | November 13, 2006 | S-1 PAGE S-6 PAGE S-11 PAGE S-12 PAGE S-2 PAGE S-3 PAGE S-10 PAGE S-10 PAGE S-8 PAGE S-4 PAGE S-13 Blue Moon Bodygroom Cingular Crocs Digital Rebel Don DS Lite Olay Patrón Xbox 360 Lee Dolan Bob Baird Marc Lefar Tia Mattson Yukiaki Hashimoto Sebastiani George Harrison Regenerist Ed Brown Peter Moore Don A. Sebastiani Jr. Leigh Radford Airborne Bravia Comcast El Reto Final Nissan ForBiddeN Jergens Natural McDonald’s coffee Scrubbing Bubbles Trader Joe’s WaMu Elise Donahue Chris Fawcett Marvin Davis Jan Thompson Keith Ruby Glow Carol Koepke Dave May Dan Bane Genevieve Smith PAGE S-4 PAGE S-2 PAGE S-11 PAGE S-4 PAGE S-13 Brian Rudie PAGE S-10 PAGE S-10 PAGE S-13 PAGE S-4 PAGE S-6 ‘An Inconvenient Burt’s Bees Crystal Light Fage FruitFlowers Pussycat Dolls Sony Pictures Verizon Wireless Yaris On the Go K-Y Touch Massage Truth’ Mike Indursky Ioannis Papageorgiou Ellen Davis/ Ron Fair Jeff Blake/ John Harrobin Kim McCullough John Lesher PAGE S-13 Howard Friedman PAGE S-12 Susan Ellman Daniel Weiss PAGE S-8 Valerie Van Galder PAGE S-11 PAGE S-2 PAGE S-8 PAGE S-8 PAGE S-4 Claire’s Fanta PAGE S-11 PAGE S-8 Royal Caribbean Visa Zara Balenciaga Marla and Bonnie Degree Stuart Kronauge Gatorade Lunesta Stormhoek Alice Norsworthy Suzanne Lyons Amancio Ortega James McArthur Schaefer Jay Mathew PAGE S-3 Cindy Alston Jay Popli/Tim Healy Hugh MacLeod PAGE S-12 PAGE S-12 PAGE S-12 PAGE S-11 PAGE S-13 PAGE S-8 PAGE S-13 Febreze PAGE S-6 PAGE S-11 Bare EscentuaIs Colores Origenes Dunkin’ Donuts Noticeables GTI ‘Marley & Me’ Save-A-Lot Timbuk2 Vytorin Zillow Leslie Blodgett Martha Kruse Will Kussell Martin Hettich Kerri Martin Seale Ballenger Steve Burkhardt Macy Allatt Matthew Arm Spencer Rascoff PAGE S-4 PAGE S-12 PAGE S-3 PAGE S-4 PAGE S-3 PAGE S-13 PAGE S-8 PAGE S-10 PAGE S-12 PAGE S-11 Special Report PRODUCT PHOTOS BY TONY PETTINATO 50MARKETING From folksy Airborne to voyeuristic Zillow,this year’s set of sterling marketing ideas is jam-packed with creative solutions in this Ad Age franchise celebrating the brains behind the brands since 1992 S-2 | November 13, 2006 | Advertising Age Special Report MARKETING 50 Bravia Yaris Chris Fawcett Kim McCullough SONY ELECTRONICS’ NOT THE SAME-old Bravia may have been late to launch for the Toyota the LCD flat-panel TV party, Division’s fuel-sipping Yaris but the marketer quickly subcompact car. TV was trumped analyst and used to seed the new industry expectations to name, but Yaris was backed become a surprise hit. Sony by the first advertiser- jumped from No. 4 to No. 1 in sponsored mobile-phone LCD TV unit and revenue episodes of Fox’s “Prison market share by early 2006, Break.” Kim McCullough, according to Display Search. Toyota Motor Sales USA Credit aggressive positioning corporate manager- including a concentrated marketing communi- effort to target both men and cations, Toyota Division, women overseen by Chris who oversaw the car’s intro Fawcett, director of in the spring, says there marketing for home were 255,000 downloads products. Tapping into the of the short mobisodes in feminine side of flat-panel the first four weeks. The TVs made for gangbuster launch also marked sales in the U.S., even as Toyota’s entry into video Sony-U.K. similarly reaped gaming. Yaris was on two ia mattson’s push to put Crocs,the colorful resin shoes,on the feet ofstylish celebrities big sales with the attention- social-networking sites, grabbing and online viral and the car was integrated and their children,as well as in the pages of magazines on topics ranging from kids to success of its “Balls” into MadTV plots. With gardening,really paid off this year.The 32-year-old Crocs public-relations manager helped commercial, depicting sales of 51,748 units, Yaris T thousands of colored globes has already grabbed 34% garner more than 800 million editorial impressions for the brand in 2006, cascading down a San of the segment. And 40% which in turn fueled sales for the first half of the year to $130.5 million,a 256% Francisco street. The spot of Yaris buyers are 34 Crocs jump from the same period in 2005.Next up:a Disney-branded line ofCrocs helped Sony rise to the top of years old or younger, the the annual Creativity Awards best youth mix among all Tia Mattson and a 40-foot Crocs coach that will travel to 50 events next year. (AAA, Aug. 14). Toyota-branded models. —STEPHANIE THOMPSON —BETH SNYDER BULIK —JEAN HALLIDAY Comcast Spotlight is a registered trademark of Comcast Corporation. www.vodisyourfriend.com aka:comcastspotlight.com (see vod samples at comcastspotlight.com) Advertising Age | November 13, 2006 | S-3 DunkinDki’DDunkin’ nkin’ki Donuts GTI Fanta Will Kussell Kerri Martin Stuart Kronauge DUNKIN’ DONUTSis on a KERRI MARTIN, 36, who HOW MANYsoft drink mission: With a goal to triple arrived at Volkswagen of brands can boast a MadTV its domestic units to 15,000 America last year as spoof and a top 10 most- over the next decade or so, director-brand innovation, requested Halloween Dunkin’ in April launched a and new agency Crispin costume? After four years massive campaign via Hill Porter & Bogusky captured of double-digit volume Holliday, Boston, declaring the spotlight with their first gains since its relaunch in that “America runs on launch: the redone GTI the Hispanic and African- Dunkin’.” Will Kussell, 47, performance hatchback, a American markets, Fanta, a chief operating officer for limited-volume model that brand Stuart Kronauge Dunkin’ Brands, and his they hoped would create a calls “the bull,” grew in team want to amplify its halo for the VW brand. The volume by 29% in 2005. It coffee equity. In addition to buzz-generating blitz used now is the No. 8 anon’s rebelbrand was well-regarded in the consumer- bold, declarative TV spots, a two-pronged online carbonated soft drink, enthusiast photography industry long before digital cameras. the chain integrated its approach that extended to according to Beverage But the move to embrace the switch with the Digital Rebel line brand in reality TV shows traditional media. One site Digestt. While minority C such as “Queer Eye for the introduced a small, black consumers embraced it, is a picture-perfect example of marketing moving along with the Straight Guy.” “We’ve “Fast” figurine in a variety seekers also have evolved to a broader menu,” mysterious way; the other driven demand on the consumer.The Canon SLR team led by Yukiaki says Mr. Kussell, noting featured a comely popularity of the infectious Hashimoto,general manager and senior VP-consumer Dunkin’ added sandwiches German-accented Helga Fantanas ads via Ogilvy & Digitalg imaging group,balanced best-ofdigital features with to draw late-day visits. giving virtual test drives. Mather. “It really gave (us) Customers are getting the GTI sales rebounded with energy to be in the right price and pixels,topping it with lifestyle messaging built message. The chain, bought 11,126 units sold January channels … from bodegas … Rebel around sports with the latest TV ad,“Why do we love in December for $2.43 through September, up to Wal-Mart,” says the 36- billion by a trio of private- 151% over the same period year-old director-Fanta and Yukiaki football?”and tennis star Maria Sharapova as equity firms, is reporting in 2005, according to VW flavored carbonated soft Hashimoto spokeswoman.The latest Rebel,the 10-megapixel XTi, same-store sales outpacing (excluding Golf or R32 drinks for Coca-Cola North bowed in August to critical acclaim.More than 1 the industry average, and models). Crispin Porter America. “In a very Dunkin’ finished its fiscal won the first promo Lions cluttered ... landscape, I million Digital Rebels have been sold since 2004,which helps Canon year with comparable sales Grand Prix for the decided to look in places maintain its No.1 digital-camera share in the U.S.:21% of all up 4% to 5%. campaign. others hadn’t.” —KATE MACARTHUR —JEAN HALLIDAY —KATE MACARTHUR shipments for the first half of 2006. —BETH SNYDER BULIK Comcast Spotlight is a registered trademark of Comcast Corporation. www.fearnotvod.com aka:comcastspotlight.com (see vod samples at comcastspotlight.com) S-4 | November 13, 2006 | Advertising Age Special Report MARKETING 50 equila is the new vodka,and Patrón is the new Grey Goose. TMuch as the Sidney Frank brand led a surge in superpremium vodkas over the past decade,Patrón—with its hefty price tag and classic,ribbon-tied bottle—has led tequila’s charge. Patrón’s volume grew 81% in 2005,to 615,000 cases,and is on pace to double this year ,according to Patrón Spirits CEO Ed Brown.As the brand has grown,so has its Patrón marketing budget.This Ed Brown year saw a TV campaign, an upscale push from Richards Group designed to emphasize the tequila’s “simply perfect”nature.
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