Wine for Homosexual Men

There seems to be a growing number of brands targeting the lucrative gay consumer market, a trend that has been exemplified by certain bespoke services that target the gay consumer directly. In recent years we have seen a banking service, hotels, wedding boutiques, restaurants and travel websites specifically target gay consumers. The recent addition to this growing trend is the introduction of a Spanish wine, specifically marketed to homosexual men. UO! is a new brand of wine created with gay men in mind, with the packaging and website imagery tailored accordingly.

The winemakers describe their offering by defining the Sauvignon Blanc and Verdejo as a blend, featuring earth tones and "wisps of flowers and fruit – the perfect accompaniment to a gathering of friends on a hot day, whether the heat comes from within or without." Antinoo, meanwhile, is a Monastrell that's "young and mature, fruity, elegant, smooth…Mediterranean.... When you try it, shut your eyes and imagine that you are licking rivulets of syrup from his body.” This is merely one example of a niche brand that has decided to targeted the growing homosexual market, and has done so successfully.

via:springwise.com

Crowdsourced Sneaker Design

A new business based in Portland USA is attempting to build a new sneaker brand, based on the creativity and crowd participation.

The brand, called Ryz, lets users submit graphic designs for a high-top sneaker model. Members vote for their favourite designs, and the sneakers that get the most votes are taken into production. Designers receive a one-time payment of USD 1,000 plus one dollar for each pair sold. Shoes are priced at USD 90, and are produced in limited runs.

The company's founder, Rob Langstaff, has plenty of industry experience—before starting Ryz, he ran Adidas' operations in North America and Japan. As quoted in the San Francisco Chronicle, Langstaff believes Ryz will generate revenues of USD 40 million by 2012.

Via: Springwise

IKEA - Power Naps

An IKEA in a downtown shopping centre in Stockholm was offering tired shoppers a 15 minute power-nap at their new retail innovation, called the Sovhotell (Sleep Hotel). Guests were given special pillows to suit their sleeping style along with sleeping masks and headphones. IKEA provided single, double and even a bridal suite in its offering.

Apparently, inspiration for the Sovhotell came when IKEA noticed some shoppers were taking quick naps in the bedroom section of their stores.

Guinness' Passport To Greatness

Guinness seems to be going through a phase of experimentation with mobile phones as a marketing medium. We had previously pointed out their mobile phone “Pub-Finder” application in celebration of St Patrick’s Day earlier this year, and it seems that a mobile element has also been incorporated by Guinness for their sponsorship of the Hong Kong Sevens Rugby Tournament.

The Passport to Greatness is another mobile phone application to help the estimated 20,000 overseas visitors to navigate the city and cope with the language barrier. The passport contains useful information about the tournament to be accessed via mobile. Fans can use their mobiles to discover match schedules, team selections, stadium information and a city guide to Hong Kong, as well as reviews of matches and maps, with locations of Guinness-serving establishments highlighted.

The application’s top feature, however, is the ability to broadcast key phrases in Cantonese through mobile handsets’ loudspeakers, to help visitors make themselves understood. The pre-progamed phrases include asking for numerous addresses around the city, including key stadium locations, directions to ATMs, and, of course, another round of Guinness please.

Kraft's Crafty Marketing Efforts

Tassimo, a hot beverage system brand produced by Kraft Foods in the US, has branched out into online and alternative marketing efforts, with the help of Ogilvy.

They have created a series of Webisodes titled “Who Hired Bob?” The comedy series follows the misadventures of Bob, a quirky character in an office setting who obsesses over the little things that have nothing to do with work. Bob loves his Tassimo machine to the point of being fanatic about it. Each episode is said to contain one “Tassimo Moment”, where an acknowledgment to the audience that the Webisodes are a marketing tool.

The online series is a result of a marketing innovation fund that Kraft instituted to experiment with different forms of marketing.

The initial two Webisodes, which are available for viewing at WhoHiredBob.com, have three acts each, with viewers able to choose between one of two options at the end of Acts I and Acts II as to what happens next to Bob. Each act runs about two minutes for a total of six minutes per Webisode. Viewers can also submit stories of "Bob-like" characters in their own workplaces. The winning viewer submission will be filmed as the next "Bobisode."

To market the series, Tassimo and Ogilvy created a 30-second trailer and bought media on Google's AdSense network. Joseph Frydl, director of Ogilvy's branded content and entertainment group, said he expects 70 million impressions during the course of a month on financial, travel, food and special interest sites. He also expects word of mouth, YouTube and other video-based sites to help get the word out.

Amnesty International

DRAFTFCB in Austria's efforts at direct marketing with innovative use of non-traditional media for Amnesty International.