Ads for Unilever's Axe and Gillette's Tag body sprays appeal to their target adolescent male audience by focusing on sex. The humorous spots feature men in flight from women aroused by the alluring scents.
More than 200 medical school professors are calling on the Food and Drug Administration to ban direct-to-consumer prescription drug advertising, saying it "does not promote public health." The signed statement, organized by the nonprofit group Commercial Alert, will be presented formally to the FDA at public hearings next week in Washington.
Jones Soda is dwarfed by competitors Coca-Cola and Pepsico in terms of sales, but the small Seattle company, founded by 40-year-old Peter van Stolk, is able to thrive as a niche player in the beverage market with its inclusive, customer-focused marketing. The Gen-Y-focused company has crafted a quirky and friendly image that makes advertisers and advocates out of its customers.
A 24% increase in publishing revenue was one of the few bright spots for Martha Stewart Living Omnimedia, which posted a $78.7 million net loss for the three months ending in September, up from $52.3 million for the same period last year. TV revenue also was up, but operating losses were $3.5 million for the third quarter, amid disappointment over the ratings performance of Stewart's two new TV shows.
With ratings down, Bravo's "Queer Eye" is revamping its marketing strategy to boost gay viewership. The network has struck a deal with W Hotels and its Pride365 travel package to market the show with a branded two-disc DVD set from the show's "Best of" series, a "Queer Eye" hip-tips travel guide, coupons for "Fab Five" martinis at the W bar and a recipe from Ted Allen, the show's food and wine guru.
The cult of the metrosexual may be losing its allure as advertisers increasingly are appealing to the politically incorrect impulses of men ages 18 to 34. Ads for Carl's Jr. and Unilever's Axe body spray are just a couple of the more obvious attempts to appeal to what some are calling, "the new maleness."