Coke Can Goes White for Polar Bear Plight

White Coca-Can with Polar Bear Design

Coca-Cola's white can and polar bear design for the 2011 holiday season.

In the 125 year-old history of the Coca-Cola Company, the color of their iconic can has never changed. This holiday season however, Coke will be coloring over one billion of its cans white in an effort to raise awareness of the dangers polar bears currently face. Created by Turner Duckworth, the design features a mother bear and her two cubs trekking across the arctic tundra, with the Coca-Cola insignia displayed boldly in red.  Polar bears have an enormous dependence on Arctic sea ice as a hunting ground and the fear is that as this ice in continues to vanish, so will the polar bears. Polar bears are already listed as threatened under the Endangered Species Act.
For the length of the campaign, running from November 2011 to February 2012, Coca-Cola has partnered with the World Wildlife Fund (WWF) to promote the Arctic Home Project. In addition to Coke donating $2 million to the WWF, the company will also be matching consumer donations up to $1 million through March 15, 2011.
Donations collected during campaign will go to Arctic Home Project research efforts, which will help the WWF locate/identify areas of Arctic sea ice that might be less vulnerable to climate change. This “Last Ice” area may be the only refuge for polar bears able of supporting them for decades into the future. Donations to the Arctic Home Project can be texted to 357357 in $1 increments or online at www.arctichome.com.

UPDATE 12/2/11

Just one month into the campaign, Coca-Cola has decided to ditch the white can design, citing consumer complaints as the primary reason behind the decision. Apparently, consumers have had trouble discerning between the original Coke flavor wrapped in this temporary can design and the diet version. Many consumers have even said the flavor of the beverage is “tastes different”. Although Coca-Cola will cease production of the new can design, the World Wildlife Fund will still receive their donation pledge.

In 2011, Small Business Owners Still Rely on Print

In Spring 2011, over 500 small business owners lent their insight to the FedEx Office Fourth Annual Signs of the Times small business survey. Besides gauging the optimism of these small business owners, the findings support the notion many businesses – particularly those owned by individuals age 18-35 – continue to rely largely on print as a means of marketing and advertising to their customers and prospects. Here are some key findings from the survey:

More than half of small business owners (53%) are turning towards more traditional channels like newsletters and direct mail.

While many small business owners continue to turn to social media sites such as Facebook to engage with existing and potential customers online, more than half of small business owners (53%) are turning towards more traditional channels like newsletters and direct mail. This reliance on more traditional communications channels shows a significant increase from 2010 (44%). Plans to create/improve a company’s online presence (website, banner advertising, SEO) and plans to utilize social media and networking sites (Twitter, Facebook and LinkedIn) have also shown a considerable increase.

Younger owners (ages 18-35) are more likely to use traditional marketing/advertising channels.

Additional findings confirm that many forms of traditional printed media continue to be a popular choice for many small businesses. Business cards, yellow pages ads and brochures remain highly used print advertising/marketing tools. Interestingly, younger business owners (ages 18-35) are shown to be the highest users of these more traditional marketing/advertising channels. Lesser used marketing/advertising tools that made the list include Newspaper ads, Out-of-store signs/banners/posters and coupons.

Over one-third (35%) of respondents plan to split their resources evenly between online marketing and print advertising.

The way in which these small business plan to distribute their resources for marketing and advertising makes a great case for print as a communications medium that isn’t going away anytime soon. While less than a third (29%) of respondents plan to focus their resources almost solely on traditional forms of advertising and marketing, over a third (35%) of respondents plan to split their resources evenly between online marketing and print advertising. The remainder of respondents (36%) plan to focus their resources primarily online. Four in 10 (42%) of small businesses say that their web-based marketing and advertising is supplemented by print material.

91% of small business owners believe that the quality of a company’s marketing/advertising materials reflects the quality of a company’s products and services.

Other interesting findings can be seen in the correlation between small business owners’ belief that the quality of a company’s marketing/adverting materials and the quality of its products and services. While a staggering majority of the respondents (91%) believe that the quality of a company’s marketing/advertising materials reflects the quality of its products and services, nearly one-quarter (23%) say that their own marketing/advertising materials do not reflect the quality of their products and services.

Surprisingly, nearly 40% of these small business owners stated that they are not concerned about the quality of their marketing/advertising materials. This number raises a lot of questions: Have these business owners evaluated the potency of these materials and have deemed effective? Do they simply see the need to have something in print and are just satisfied with them as is? Or, do they simply not care about the effectiveness of these materials? Unfortunately, the study doesn’t shed any light on the possible reasons.

Findings show that younger small business owners put even more emphasis on the connection between marketing materials and the perceived quality of products and services. 71% of these younger business owners indicate that these materials offer a strong reflection of quality, and 80% of them have concerns with the quality of their own materials.

Read or download the Fourth Annual Signs of the Times Report here.

Active Motion Chiropractic & Sports Center Direct Mail Campaign

In May 2011, Scott Creative worked with a new client, Active Motion Chiropractic & Sports Center (Omaha, NE) on a direct mail campaign targeting businesses in the Omaha metro area. Dr. Baker, an Omaha chiropractor who specializes in treating joint, nerve and muscle conditions, recently began offering a seminar on workplace wellness that aims to inform business owners about the direct effect that an employee’s physical health can have on the cost of health insurance and what business owners can do about it. Dr. Baker has used direct mail in the past to some success and was interested in what Scott Creative could do to make future campaigns more effective.

“I would call the campaign a great success.  It has more than paid for itself in direct patients and referrals.” (Dr. Baker, Active Motion Chiropractic)

This project began with first clearly outlining Dr. Baker’s needs, wants and goals in an effort to optimize the direct mail campaign. I then assisted Dr. Baker with acquiring a very specific mailing list of businesses fitting key criteria for the campaign. After a list was acquired, we then proceeded with the design of a postcard. A double-sided, 6 x 9″ postcard utilizing supportive imagery and copy was designed with two goals in mind: 1) To raise awareness of the rising costs of health insurance; and 2) provide business owners with an opportunity to learn more about how they can lower the costs of providing health insurance by participating in one of Dr. Baker’s wellness seminars.

“Scott Creative did a wonderful job of taking my marketing to another level. William adds additional value by sharing tips and insight others would never take the time to explain.” (Dr. Baker, Active Motion Chiropractic)

Tires Plus “Anatomy” Ad Campaign Merges Man & Machine

"Over 5 million people a year look to us for new brakes, alignments, oil changes and much more."

"With 11 million tires sold this year alone, nobody knows tires like we know tires."

"We've been keeping the heart of automobiles ticking since 1940."

PyperPaul+Kenney, a Tampa, Florida based agency recently worked with Tires Plus on a poster campaign with the main objective of raising awareness of both the 40-year history of their client and their positioning as a total car care expert with a diverse array of automotive products and services. As their brand name suggests, Tires Plus may be the place to look if you’re in the market for tires, but the message of this new campaign was to communicate the company as a source for much more than that.

The agency’s solution to communicating their client’s diverse set of capabilities and experience in the automotive industry is a series of anatomical images with a twist, merging man and machine in ways that convey the benefits and significance of shopping at Tires Plus. The resulting designs are a series of inspired visuals and corresponding copy that cut through the masses of cluttered, price-driven advertising that seems so inherent to the industry.

The campaign won PyperPaul+Kenney a prestigious Graphis Platinum Award, and to date is considered one of the world’s top 10 advertising campaigns.

Nissan LEAF Featured in a Smokin’ New Billboard

Since it’s introduction to the American market in December 2010, Nissan has been making a major push to raise awareness of the company’s first 100% electric vehicle – the LEAF.  A backronym for Leading, Environmentally friendly, Affordable, Family car, the LEAF has a range of just over 70 miles per charge and boasts a 99 mpg gas equivalent. Ad agency TBWA\Chiat\Day was hired to oversee the design of this gem (above), placed at the 2011 New York International Auto Show.

The billboard is composed of two separate panels: one featuring a larger than life car exhaust, complete with a smoking tailpipe (don’t worry – it’s environmentally friendly), and a second panel which highlights the LEAF. Copy reads: “The auto show has over 1,000 of these. But only one 100% electric, zero-tailpipe Nissan LEAF”. Creative visuals and great copy send a strong message to visitors of the auto show this year, and just might persuade more than a few drivers to consider purchasing the LEAF.

View this video clip to see the billboard in action.

Additional Links & Media

Great American Billboards: 100 Years of History by the Side of the Road