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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

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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

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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. While Grey Goose fetched $2 billion from Bacardi,Mr.Brown says Patrón isn’t for sale.“We get calls all the time,”he says. “We’re not interested.” —JEREMY MULLMAN

‘A‘AnAn ElElRetoFinalltil Reto R t Final Fi l BareB InconvenientIitit FebrezeFbFebreb e Nissan Escentuals Truth’ WaMu Noticeables Airborne Jan Thompson Leslie Blodgett John Lesher Genevieve Smith Martin Hettich Elise Donahue

IN THE BEST branded- THE MAJOR PLAYERS JOHN LESHERhad WASHINGTON MUTUAL FEBREZE LAUNCHED WHEN ELISE Donahue entertainment project yet in mass-market cosmetics barely settled into his new had broken a lot of banking as a fabric freshener in the joined Airborne, the folksy in the U.S. Hispanic market, may have struggled of late, job as president of boutique rules both in its retail store late 1990s, but consumers cold-prevention remedy Nissan North America and but Bare Escentuals has studio’s Paramount and in its marketing, but told Procter & Gamble Co. invented by a schoolteacher, Vidal Partnership created been a runaway hit. Sales Vantage when he snapped Chief Marketing Officer it could be more. They as CEO in 2005, she set a reality TV series re- soared 83% to $259 up distribution rights to “An Genevieve Smith ramped wanted the genuine odor- some lofty goals, and says uniting the former World million last year for brands Inconvenient Truth.” Then up the customer- removal Febreze delivered she “beat every one.” Sales Cup teams from the U.S. that also include he proceeded to sell what acquisition ante with a in air fresheners, too, says rose to $200 million from and Mexico that had BareMinerals and became the third highest- checking account that Martin Hettich, 42, $90 million in a year, played two games in 1997, RareMinerals. The grossing documentary ever included free checks for life. marketing director-North spurred by the first national both ending in ties. El Reto marketer’s stock has like a summer blockbuster— Ads from new agency Leo American aircare. He’s led branding campaign via Ten Final Nissan (The Nissan soared since a Sept. 19 IPO. complete with slick trailers, a Burnett show a casually the 2004 launch of United. For fiscal 2007 sales Final Rematch) culminated CEO Leslie Blodgett has special on MTV and a dressed WaMu banker and Scentstories scent disks are on track to jump 50% in a live game between the positioned the mineral- barrage of online outreach. a secret stash—a pen of and Air Effects sprays— to $300 million. Ms. two sides (Mexico won). based brands as natural It didn’t hurt that the “stodgy old bankers.” If the followed by this year’s Donahue also expanded Overseen by Jan and comfortable. documentary’s star, former pen of bankers thinks an launch of Noticeables, a distribution to new retailers, Thompson, Nissan’s VP- Marketing via Ms. Vice President Al Gore, was idea is wrong, such as 3¢ plug-in that alternates including Costco and marketing, the Nissan Blodgett’s show on QVC, willing to stump nonstop, back on debit-card between two scents. Target, and went from rematch tapped into infomercials and specialty appearing everywhere from purchases, then WaMu says Noticeables has nearly regional to national Hispanics’ passion for stores has helped her Wal-Marts to “The Daily it must be right. The results: doubled P&G’s market distribution at Wal-Mart soccer during a World Cup outmaneuver big rivals. Show With Jon Stewart.” Mr. a record 404,000 new share to the mid-teens, Stores. Along the way, year, garnering strong One thing to watch: Debt to Lesher, 40, orchestrated checking accounts in the propelled it past Henkel’s Airborne is getting more ratings and brand pay off private-equity those and other hooks, second quarter, up from Renuzit as No. 3 in the shelf space and today awareness for Nissan backers of a leveraged including donating 5% of 340,000 in the previous aircare category and stocks an average of four without the expense of buyout leaves the new the movie’s $23.7 million quarter. Add to that an ranked among the top 10 different Airborne products becoming an official World public company with domestic box-office take to internet sign-up garnering nonfood product launches at retail, up from only the Cup sponsor. negative net worth. a climate-protection group. 700 new accounts a day. so far this year. original a year ago. —LAUREL WENTZ —JACK NEFF —T.L. STANLEY —ALICE Z. CUNEO —JACK NEFF —MYA FRAZIER Consumers can’t be packaged.

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Source: MRI, Spring 2006 S-6 | November 13, 2006 | Advertising Age Special Report MARKETING 50

JJergensg NaturalNtNat ral l Gatorade Glow Cindy Alston Brian Rudie

WHEN ATHLETES THE WORLD IS AGLOW weren’t finishing all the with knockoffs of Jergens Gatorade in their con- Natural Glow—the self- tainers, it got Cindy Alston’s tanning hand and body attention. She knew that if lotion from Kao Brands the heaviest users of the (see Unilever’s Dove sports drink weren’t Energy Glow, L’Oréal emptying the bottle, they Sublime Glow, etc.). were missing the nutrients One even emerged even for peak performance. In before Natural Glow hit the research and in talking with market. After Kao began athletes, the 44-year-old presenting to retailers, it newly named chief market- heard about a rival ing officer for Gatorade and product from Procter & Propel discovered people Gamble Co.’s Olay who drink Gatorade four to (Radiance Reviver) that five times a week—the most would make it into Wal- loyal customers—were Mart Stores first. having flavor burnout and No matter. The simply wanted a lighter version named product caught on with the same efficacy. That so fast that Brian Rudie, insight inspired the three- associate marketing flavor extension Gatorade director-skincare, and his oors brewing co.’s Blue Moon Belgian White beer is slumming in just the right Rain, which has become the team at Kao initially had to biggest subline in Gatorade ration it and people sold it neighborhood. At a time when big domestic brewers are losing market share to tiny, history by volume and on eBay for three times independent craft brewers,Blue Moon’s microbrew impersonation is paying huge dollars. Sales improved the retail. A campaign from C Gatorade trademark Kirshenbaum Bond & dividends,thanks to a team led by Lee Dolan,VP-marketing at Coors Brewing despite the encroaching Partners, New York, that Co.In the midst of its fourth straight year of high,double-digit growth,despite growth of Coke rival, Power- included TV, print and in- Blue never getting advertising support,the brand’s volume has surpassed ad-rich ade. After losing share store coupons, as well as a Coors portfolio brands such as Molson.Its strategy was simply to create an on- recently and despite a separate PR effort, all Moon product shortage on the helped spur demand. All premise mystique,frequently with slender,logo-embossed glassware with an original, Gatorade regained told, marketing initiatives Lee Dolan share in ‘05 to an 80% have more than doubled orange garnish,and cool,craft-looking tap handles.It’s also proved prescient,as share. It also has become sales of the century-plus- sales for Belgian-style white beers have surged in recent years,inspiring the No. 6 beverage mega- old brand to $113.7 million imitators from Anheuser-Busch (Spring Heat Spiced Wheat) and Miller Brewing Co. brand and could soon sup- in outlets measured by plant Coke ’s Sprite. Information Resources Inc. (Leinenkugel’s Sunset Wheat). —JEREMY MULLMAN —KATE MACARTHUR —JACK NEFF Reach Business Minded People with Investor’s Business Daily

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icrodermabrasion kits have been around for years,but Procter M& Gamble Co.’s Olay Regenerist Microdermabrasion & Peel System Kit turned them into a mass-market phenomenon. Launched last year and priced around $20,the kits offered a two-step system gentle enough for use twice weekly.Leigh Radford,general manager-global skincare marketing at P&G, oversaw the TV and print from Publicis Olay Groupe’s Saatchi & Saatchi,New York,and Regeneristg direct-response TV Leigh Radford from Red,Cincinnati. The kits helped add 3 points to Olay’s leading 39% share offacial moisturizers,among a series ofnew lines that have traded up consumers and added 14 share points since 2000. —JACK NEFF

STEVE WOOD CtlCrystaly KYKYTKYTochKK-YTouch YTouch Touchh SonyS y LightLiLightOnihtg htO On PussycatPty t Massage Pictures Balenciagag Save-A-Lot the Go Dolls Daniel Weiss Jeff Blake/Valerie James McArthur Steve Burkhardt Howard Friedman Ron Fair Van Galder K-Y PRODUCTShad been THROUGH Amix of NICOLE KIDMANchose a AT LIMITED-assortment THE POWER OF A packet CRITICS HAVEcalled it a a low-priority brand for traditional and emerging creation from Balenciaga grocer Save-A-Lot, the price is strong. Since the 2005 prefab pop group—and decades. But when media—including partner- for her wedding dress. The tag might be 40% less than launch of Kraft Foods’ worse—but Ron Fair calls Johnson & Johnson ships with YouTube, and brand’s current designer, the national brand single-serve Crystal Light the Pussycat Dolls “Moulin repositioned the personal MySpace—Sony’s film- Nicolas Ghesquière, was equivalent for Ginger Evans On the Go, intended to be Rouge meets the Spice lubricant as an intimacy marketing duo has opened one of Timee’s 100 most cake mix, but don’t call the poured into bottles of water, Girls.” Mr. Fair, the 51-year- enhancer in 2004, sparks 12 movies in the top box- influential people in 2006. packaging generic the package-goods old chairman of Geffen flew. Sales have quadrupled office spot this year. Along And the Musée de la Mode anymore. “We wanted to behemoth has seen sales of Records and a musician thanks to literally hot prod- the way, Sony has racked up et du Textile in Paris ran a bring personality to our the product rise to $88 himself, took a local ucts like K-Y Touch Massage $1 billion in movie receipts Balenciaga exhibit this stores and rise above the million in food, drug and burlesque act and turned it lotion. J&J even found even for fifth straight year. In summer. There’s little doubt generic stereotypes,” says mass outlets not including into a worldwide that occasions like Labor charge are Jeff Blake, vice that the house Spanish Steve Burkhardt, a former Wal-Mart, according to IRI. phenomenon that’s sold Day could be merchandised chairman, Sony Pictures designer Cristobal package-goods marketer Howard Friedman, director nearly 5 million records discreetly as “sex holidays” Entertainment, and chair- Balenciaga opened in 1919 who joined the $4 billion of marketing-powdered and spawned a Vegas at Wal-Mart. “We’ve made man of the worldwide is on a roll—driven by the retailer, running an beverages, has pushed a nightclub, branded sure K-Y works at all the marketing/distribution unit, business prowess of CEO aggressive campaign to health theme. The 36-year- makeup and apparel, and a relevant touchpoints,” says and Valerie Van Galder, James McArthur, who is overhaul the chain’s house old touts it as a great sugar- network TV show. Mr. Fair, Daniel Weiss, group product marketing president of the also exec VP-director of brands. Unlike other free, vitamin-fortified, 5- who launched pop stars director-women’s health, Columbia TriStar unit. Their strategy and acquisition for retailers with private-label calorie addition to water Black Eyed Peas and K-Y worldwide, “including successes include the sum- its parent company, Gucci brands, such as Costco’s through ads from Ogilvy & Christina Aguilera, is a in-store merchandising, mer hits “Talladega Nights” Group. Balenciaga, which Kirkland Signature line, Mather, sampling at Avon creative type who has the billboards, celebrity events.” and “The Da Vinci Code” relies on its clout as a luxury there are more than 300 Walks for Breast Cancer marketing touch. Next up: McCann Erickson’s “See with $754 million in world- label and caters to private-label names, not and mailings to American Mr. Fair aims to work the what happens” campaign, wide grosses. On deck is celebrities, had a mandate just one, from McDaniel’s Dietetic Association same magic with a pre- Mr. Weiss, 31, adds, James Bond movie, “Casino to reach profitability by coffee to Shaner’s chicken nutritionists. Success has teen squeaky-clean “demonstrates how K-Y can Royale,” which could be one 2007, and it did so two years wings, often named after spawned such fare as version of the Dolls called add the necessary spark.” of fall’s surest things. in advance of that target. company employees. Unilever’s Lipton Tea to Go. Slumber Party Girls. —JACK NEFF —T.L.STANLEY —JANET STILSON —MYA FRAZIER —STEPHANIE THOMPSON —T.L. STANLEY

S-10 | November 13, 2006 | Advertising Age Special Report

McDonaldMMcDonald’s Dld ld’ s ScrubbingS bbi g coffee Bubbles Timbuk2 Carol Koepke Dave May Macy Allatt

THE GROWING ARMY of CONSUMERlaziness TIMBUK2 HAD sales to Starbucks Nation began to knows no bounds, and S.C. bike messengers in the bag, create a problem for Johnson & Son is profiting literally, but the company McDonald’s: Consumers from it. A decade after has in recent years expand- hooked on strong-premium daily no-scrub shower ed into an urban lifestyle roasts were skipping sprays launched, SCJ did brand that includes laptop McJava . But franchisees them one better with cases, accessories and a feared alienating loyalists of Scrubbing Bubbles build-your-own-bag bus- its traditional brew. Automatic Shower iness. Sales will likely hit $20 “Bringing those two things Cleaner this spring. It million this year, and have together–that was the art,” sprays the cleaner on the doubled since 2004. Macy says Carol Koepke, 46, whole shower at the touch Allatt, senior marketing senior director-U.S. of a button. Though repeat manager, is steering marketing at McDonald’s purchase will be crucial, it diversification that has on august sebastiani jr.,29,a.k.a.Donny,is uncorking the USA–who led a team of 40 tracks so far as the best- meant moving distribution from its marketing and selling new product in from bike shops to larger stodgy world of wine marketing.His tactics include edgy menu-management groups company history, insiders specialty sports retailers, names such as Used Automobile Parts and bottles with screw to find a better blend. A say, sending sales for the such as REI and even Apple D massive campaign used the whole brand up 31.7% to stores. However, Ms. Allatt is caps,setting a $50 price point and taking a swipe equity of its breakfast $102 million for the 52 mindful of keeping a foot Don at tony vintages with Screw Kappa Napa for a sandwiches. Since then, weeks ended Oct. 8, firmly in the cycling space to cool $10.Although only 10% ofits wines use coffee sales have sustained according to Information honor Timbuk2’s roots, with growth at 15%-20% higher Resources Inc. Dave May, sponsorship of urban- Sebastiani noncork bottles,the vintner has been fighting than the old blend, rather president-North America, cycling events and mes- innovative closure battle with radio ads for screw than the typical boom-bust spearheaded the project, senger races, but increas- Don A. caps and the Zork,a cork substitute that’s a plastic cycle of new products. One whose marketing includes ingly is expanding Sebastiani Jr. analyst estimates the TV and print from Timbuk2’s initiatives to plunger-style bottle top.That,along with some premium-coffee strategy is DraftFCB, Chicago, include widely appealing award-winners,has aged into a doubling ofsales in three years,with driving more than 7% extensive PR, and buzz arts-oriented events, same-store sales growth at marketing through especially those targeted at ’07 shipments expected to exceed 2 million cases. —ALICE Z. CUNEO breakfast. BzzAgent. the college crowd. —KATE MACARTHUR -JACK NEFF —STEPHANIE THOMPSON

hy is it that the smaller,cuter sibling gets all the attention? Nintendo is not complaining,of W course,because while the original Nintendo DS handheld gaming device that bowed in 2004 was certainly popular,it’s the DS Lite,at two-thirds the size and 20% lighter in a variety ofcolors,that has really accelerated sales.It sold out quickly—more than 136,500 units in the first two days ofU.S.sales. DS Lite Marketing,led by Nintendo of America George Harrison Senior VP-Marketing and Corporate Communications George Harrison,has targeted demographic groups outside the traditional gamer space,with content such as Brain Age (mind-bending adult puzzles) and Nintendogs pet-simulation.An ad campaign and web initiative entitled “Touch Generations”further promoted inter-generational and family game play. —BETH SNYDER BULIK Advertising Age | November 13, 2006 | S-11

haveeverywhere.com,Philips Norelco viral video and PR assault on behalf of its Sbelow-the-neck shaver,Bodygroom,is quick becoming the stuff ofmarketing legend,racking up numerous awards,including Advertising Age’s Digital A-List Campaign ofthe Year.Bob Baird, president-CEO of Philips’ Body- domestic appliances and personal-care division,helped groomg convince his conservative company that a risqué idea from Bob Baird DDB and its Tribal DDB unit featuring fuzzy kiwis as a stand-in for you-know- what,could move product without offending the masses.“This was a tough sell internally,”Mr.Baird, 45,told Ad Agee.“We took an incredible risk putting this out there.”The reward was clear:more than 1.7 million viewers flocked to the site in its first five months,and sales tripled expectations. —MATTHEW CREAMER

VerizonVii FruitFitFruit-it Comcast Zillow Visa Wireless Stormhoek Flowers Marvin Davis Spencer Rascoff Suzanne Lyons John Harrobin Hugh MacLeod Ellen Davis and Susan Ellman TYPICAL BUZZaround A PARTY WITH real- “LIFE TAKES RISK,” as JOHN HARROBINis HUGH MACLEOD, 40, is IT’S BEEN A fruitful road cable companies may be estate listings as enter- the ad slogan goes, and building out Verizon a former adman who set for the sister-in-law duo of the popular YouTube tainment would have been Visa Exec VP-Chief Wireless’ next big revenue out to build a brand online. Ellen Davis, 56, and Susan video showing a cable absurd a year ago. That Marketing Officer Suzanne generator: entertainment. With South African Ellman, 54, who came up repairman asleep on a was before Zillow.com. The Lyons, 49, took a couple The VP-digital media and winemaker Stormhoek, with the idea for floral fruit customer’s couch. But brainchild of Expedia when she parted with long- marketing is trying Mr. MacLeod offered free and vegetable arrange- Marvin Davis has wakened founder Richard Barton, time agency BBDO, New everything from wine to 85 bloggers, some ments back in 1984. The sales with a multifaceted, Zillow offers free, ad- York, and dropped its “Desperate Housewives” of whom spread the word. two co-founders turned retro chic marketing push supported home valuations “Everywhere you want to clips to Jimi Hendrix As a followup to a U.S. their small business into a for products such as the based on tax assessments be” campaign. Not only ringtones. He’s also launch, he gave free wine chain of 34 Incredibly triple play of digital voice, and other real-estate that, she also dropped out tinkered with subscription to 100 dinner parties over Edible Delites stores now cable and high-speed records. Its voyeuristic of the Super Bowl; prices and plans to garner 100 days. The effort cost being rebranded internet. “We have great nature has even inspired launched the “Life takes more music usage through only a few thousand FruitFlowers, like their products. Our challenge is neighborhood parties, says Visa” campaign at the its V-Cast service and the dollars, but the results website, fruitflowers.com. to have people Spencer Rascoff, chief Winter Olympics in Turin, Chocolate music player were significant: Sales This year, sales—20% understand why they are financial officer and VP- where Visa was top-ranked phone. Mr. Harrobin, who jumped to 100,000 cases from online orders—will hit great,” says Mr. Davis, marketing. Zillow set out to for sponsor-awareness; has a hand on Verizon in a year from the brand’s as many as 150,000, senior VP-marketing at build a brand “that champ- and committed to new Wireless’ $1 billion-plus inception in June 2005. mainly due to word-of- Comcast Cable. To boot, ioned the consumer,” he media with an all-internet budget, is spending some There’s more to blog mouth from more than 1 the “It’s Comcastic” says. Mr. Rascoff credits campaign for a card- on vanguard marketing, marketing than sales, he million customers and campaign from Goodby, the site’s popularity to in- security program and other including backing a comedy says. Blogs help marketers local print, radio, TV and Silverstein & Partners, San house PR efforts and efforts in mobile, video talent search with see consumers as people, transit ads developed by Francisco, not only has product development. It game and other non- JibJab.com and trying a not just abstract, dehu- Cetlin Design Group, sold product but it also has now gets about 4 million traditional venues. The new form of branded manized targets, he says. Philadelphia, featuring made Comcast one of the unique users per month. really big payoff will come entertainment: a music It also helps marketers see slogans such as “When best branded cable Now rolling out: ZMobile, when Visa makes an IPO, video to replace a brands as more than only the berry berry best companies. listings sent to your phone. announced in October. commercial pod on MTV. “metaphysical ideals.” will do.” —ALICE Z. CUNEO —PATRICIA RIEDMAN —ALICEZ. CUNEO —ALICEZ. CUNEO —ALICEZ. CUNEO —STEPHANIE THOMPSON S-12 | November 13, 2006 | Advertising Age Special Report MARKETING 50

RlRoyaly l LuLtnestat CaCr ibbibbean VytVttiorin i Jay Popli /Tim Healy Alice Norsworthy Matthew Arm

THIS MIGHT have been NAVIGATINGdifficult COMPARATIVEadver- the best use of a butterfly waters is what Royal tising can sometimes since Microsoft’s effort. Caribbean appears to do backfire. But Merck and Sepracor’s Lunesta burst on well. It’s was one of the few Schering-Plough, market- the scene in the DTC insom- cruise lines to survive a ing partners on Vytorin, nia category. The use of the downturn in bookings, and have shown how it can floating butterfly was vivid in fact reported sales work. In a light-hearted way, imagery, symbolizing growth of about 30% the two drug makers have Lunesta’s marketing push of through September. Where made Vytorin the fastest- a gentle nod to sleep. Led by Senior VP-Marketing Alice growing product in the $22 Marketing Director Jay Norsworthy might have billion cholesterol market Popli and Exec Director of done her best is building by showing rising numbers Central Nervous System sales in an environment are both from poor eating Marketing Tim Healy, the filled with fuel costs, food- habits and family history. product has made inroads in related illnesses and Matthew Arm, marketing Ambien’s market-leading mishaps at sea that director, has positioned share, despite the debut of included the apparent Vytorin as a differentiated yet another rival, Rozerem. death of a newlywed. alternative to Lipitor. –RICH THOMASELLI –RICH THOMASELLI –RICH THOMASELLI

ClColoresCol o es ingular wireless is gainingtraction with the important DegreeD g OrigenesOii FageF g youth market.Market share among youth has grown to more than 30%.ChiefMarketing Officer Marc Lefar ,42,also has Jay Mathew Martha Kruse Ioannis C Papageorgiou taken the initiative in social networking,teaming with MySpace to allow bands to create and sell ringtones on Cingular phones. -neutral HOME DEPOT spotted a IT’S EVERY GIRL’S deodorants have seen winning concept when dream: a yogurt with zero While the brand name may be replaced as soon as next year by the shares slip badly of late. Grupo Gallegos pitched for fat and the rich taste of latest reincarnation of AT&T Wireless,Mr.Lefar in Unilever’s Degree avoided its U.S. Hispanic business by sour cream. Such is the the last year has reduced customer defections by that fate with a split creating a range of Latin case with Fage’s popular Cingularg personality that has added paint colors called Colores Greek yogurt, Total 0%. 22% and added $1.5 billion in new revenue from 2.4 share points the past Origenes. The Hispanic The Athens-based entertainment and other nonvoice sources.Net year, according to shop didn’t get the account, company expects U.S. Wireless ACNielsen data. Degree but Home Depot launched sales of $35 million this customer growth is up 50% for the most recent Men aligned with risk the paint line, with names year. Leading the charge Marc Lefar quarter.By mid-November,Cingular will offer a takers, staking money on that are not just Spanish but is Ioannis Papageorgiou, Super Bowl ads from Lowe evocative of Latin tastes, 51, a member of the Fage mobile application that will allow users to access and the “Degree All-In scents and images such as board in Greece and VP of MySpace.Cingular has also grown its base with new payment plans and Moment” on ESPN’s World Mango Jugoso and Café Fage USA, who oversaw a Series of Poker broad- Expreso. Originally, Colores pure PR play and helped build out the Razr as a brand.As for its own marketing spending, casts. Degree Women Origenes was destined only sampling at grocery it has continued its dominance via one ofthe top TV shows,Fox’s claims less residue on little for heavily Hispanic stores, stores. He and his fellow “American Idol.”In all,Cingular dissed the analysts who predicted it black dresses than Procter but under Home Depot’s Fage executives abide by & Gamble Co.’s Secret. Martha Kruse, senior a company credo: “We would have a short-lived stint as the nation’s largest wireless carrier. Shares continue to rise, manager-multicultural would never make a —ALICE Z. CUNEO says Jay Mathew, senior marketing, the range is product that we would not brand-building manager. rolling out for everyone. give our children.” —JACK NEFF —LAUREL WENTZ —JANET STILSON Advertising Age | November 13, 2006 | S-13

MICHAEL NAGLE GAMMAGMM CWCG GRIFFIN ‘M‘Marle‘MarleyMarleyl y BurtsBt’Burt’st TraderTdd & Me’ ForBiddeN Bees Joe’s Zara Claire’s Seale Ballenger Keith Ruby Mike Indursky Dan Bane Amancio Ortega Marla and Bonnie Schaefer

FRISBEES AND stuffed CHRISTINE DOLCE, THE BUZZaround Burt’s NOT MANYretailers can ZARA FOUNDER SINCE TAKINGthe helm dogs aren’t mainstream a.k.a. “ForBiddeN,” was Bees keeps growing. Sales say they have fan clubs. For Amancio Ortega, 70, has of Claire’s Stores in marketing tools, but when among the first women to reached $100 million in the fast-growing 260- built a phenomenon by November 2002 from the Seale Ballenger, 42, set out set up a MySpace profile 2005 and have been rising location Trader Joe’s, getting what’s termed “fast chain’s longtime CEO, their to promote “Marley & Me: in 2004. More than 1 at more than 20% annually. known for its bargain, fashion” into store windows father, Co-CEO sisters Life & Love With the million “friends” later, the That places it in good gourmet private-label ahead of the curve. The Marla and Bonnie Schaefer World’s Worst Dog” by 20-something has used company in the natural offerings, an avid following division of Spanish retailer have led the 2,928-store John Grogan, that’s exactly the site to build a brand. personal-care niche, thanks is evident on sites such as Inditex , the largest chain into a new chapter of what he used to lure pet This year she hosted the mainly to PR and novel trackingtraderjoes.com and specialty-clothing company growth by revamping the lovers. The director of MySpace incarnation of a distribution. Besides the traderjoesfans.com. The in Europe, has turned the marketing and overhauling publicity at William Morrow campaign for Unilever’s usual natural-food and drug chain is run by CEO Dan industry on its ear by the in-store layout. “Prior Adult Trade and Harper Axe, appeared inPlayboy stores, Burt’s is also in book Bane, who buys direct from delivering merchandise to to our changes, the store Entertainment, says he first and built her Destroyed stores and other specialty vendors to cut out the stores twice a week. That was sending out too many reached out to the animal Denim fashion line. outlets. College students in middleman. Touting low gets shoppers back for mixed messages and the media, a “springboard” for Manager Keith Ruby, 30, a Harris Interactive poll prices—from its famous Two more as Inditex expands in product was getting lost in reaching other news who worked in production earlier this year ranked Buck Chuck wine to organic the U.S. and Asia on top of the confusion,” the CEO outlets. He arranged book for MTV’s “Jackass” Burt’s behind only Ben & chicken broth for $1.99—is its well-entrenched team notes in a statement. tours at dog clubs and small before meeting Ms. Dolce Jerry’s and Newman’s Own an art form of well-crafted European base. Zara is the The chain, with a market retail chains such as via MySpace, pegs her among top socially words. The chain spreads largest chain among capitalization of $3.4 Joseph-Beth Booksellers, fashion brand at “mid-six responsible brands. “People the news via word of mouth Inditex’s more than 2,700 billion, is dedicated to which raffled off displays figures” on the way to are getting much more and a newsletter filled with stores worldwide, including selling costume jewelry featuring stuffed Labrador seven. The team now has concerned about what they recipes, cartoons and a handful of stores in the and trinkets with an retriever puppies and sites at forbiddenxo.com put in and on their bodies, pitches such as this one U.S. It bucks other retail average price of $4.38 to Frisbees. So far, the book and destroyeddenim. and how it affects the found in October: “You conventions, too: No the tween demographic, has exceeded anyone’s com, which volunteers to environment.” says Mike don’t have to join a club, outsourcing; all clothes are from Hilary Duff scents to expectations: 2.5 million wreck your favorite Indursky, 45, chief market- carry a card or clip coupons designed and manufact- Mary-Kate and Ashley copies are in print. denim. ing and strategic officer. “ to get a good deal.” ured in-house. jewelry lines. —PATRICIA RIEDMAN —JACK NEFF —JACK NEFF —MYA FRAZIER —MYA FRAZIER —MYA FRAZIER

hat’s the best way to grab the attention of a stay-up-late, Wtechnologically sophisticated,but cynical crowd? How about throw them an exclusive weekend party at a secret desert location? That’s exactly what Microsoft Corp. did with its Zero Hour event to launch its second-generation video-game console,Xbox 360.But even before that,the marketing led by Peter Moore,corporate VP- Xbox 360 interactive entertainment business,had created buzz by Peter Moore announcing the console not at the seminal E3 game expo,but on its own MTV special,and with advertising featuring no game play but rather double-dutch jump-roping and an invitation to “Jump In.” The result? The Xbox 360 became a must-have; by July 2006,more than 5 million had already sold. —BETH SNYDER BULIK