Lincoln Has New Celeb Endorser: Common

Rapper Replaces Magic Johnson as Brand Eyes Younger Consumers

By Jean Halliday

Published: November 12, 2007

DETROIT (AdAge.com) -- Goodbye, Magic Johnson. Hello Common.

Ford says Grammy winner Common appeals to consumers in their late 20s to mid 30s.

Lincoln has ended its three-year relationship with NBA-star-turned entrepreneur and teamed with hip-hop artist Common to reach African Americans. In a deal announced at the Los Angeles Auto Show, Ford Motor Co. said the celeb will mainly plug the Lincoln Navigator luxury SUV in ads across a variety of media, at events and online.

'A little cooler'
Marc Perry, multicultural marketing manager for Lincoln, told Advertising Age the Grammy winner appeals to consumers in their late 20s to mid 30s. The star will help meet the marketer's plan to make the Navigator and the Lincoln brand overall "hipper and a little cooler," he said. While Magic Johnson worked well for Lincoln, the marketer wanted to "keep things contemporary," he said.

Lincoln is hoping Common will help Navigator overtake General Motors Corp.'s Cadillac Escalade as the most popular luxury SUV among African Americans, Mr. Perry said.

Seven percent of all Navigator buyers from last October to March 2007 were African American, according to data from consultant Strategic Vision. The Escalade had twice as many African-American buyers than any contenders in the SUV segment, said Alexander Edwards, president of Strategic Vision's auto practice.

He noted the median age of Escalade buyers during that period was 51, just one year older than the average age across the entire luxury-SUV category and significantly younger than the median age of Navigator buyers, 57.

Hefty price tag
Lincoln's new deal with Common isn't likely to resonate with its current buyers, but could help build long-term aspiration for the brand, Mr. Edwards said. "How many consumers in their 20s can afford a Navigator?" The suggested retail price for the 2008 model SUV is $47,755.

Common's one-year deal with Lincoln was developed by UniWorld Group, New York, the brand's African-American agency of record. Other than to say Common gets a free, new Navigator, Mr. Perry declined to discuss financial details of the deal.

Common's first national general-market ads break Nov. 25 during "Sunday Night Football" on NBC, but more targeted TV will begin after the New Year on cable and national radio, Mr. Perry said. Magazine ads will break in February titles.

Common will appear next spring at test-drive events, dubbed Lincoln Lounge, and will be integrated online at LincolnLounge.com. Lincoln is wrapping up details on online and offline promotions, licensing of his songs for TV and web ads and how the automaker will integrate into his 2008 concert tour.

Link to AdAge Article

KFC Targets The Nostrils Of Hungry Office Workers

YOU'VE HEARD OF PRODUCT PLACEMENT. Now, there's aroma placement.

In what appears to be a first, KFC has unleashed the power of the smell of Kentucky Fried Chicken in the corporate halls of offices in Washington, D.C., Chicago and Dallas in an attempt to lure office workers to its restaurants.

Louisville, Ky.-based KFC is highlighting the launch of its new $2.99 Deals via a "scent-focused" pilot program over the past week involving the mailrooms of Chemistry.com in Dallas; the Trade Association & Society Consultants of Washington, D.C.; and the Chicago offices of the Salvation Army.

In the promotion, a plated meal including KFC chicken, a side item and a biscuit was placed on the mail carts that pass out interoffice mail, overnight packages and bills during pre-lunch drops. "Mailroom staffers were all fed first so that they would have the strength to deal with the employees clamoring for the KFC," says a spokesperson.

"The genius of this aroma-focused marketing first came from people's reactions here at KFC," he says. "Your nose tells you when someone has brought KFC onto the floor long before you ever see it. The reactions from the folks at these three companies confirmed that there truly is no better brand ambassador than the signature aroma of freshly prepared KFC."

The spokesperson says the campaign is in the tradition of KFC's Boneless Variety Bucket launch, when it embedded a high-pitched ring tone into a commercial that could be heard only by certain (young) segments of the population.

The $2.99 Deals include a chicken breast, a drumstick or thigh, two Crispy Strips, a side of mashed potatoes and gravy or macaroni and cheese, and a biscuit.

Link to MediaPost Article

Grocer Wins Cintas Contest For Top Toilets

FAIRFIELD, Ohio -- A suburban Cincinnati grocery store cleaned up on Tuesday in an annual contest to identify and honor America's tidiest toilets.

Exterior and interior of award-winning restroom at Jungle Jim's Market

The restrooms at Jungle Jim's International Market appear to be portable toilets, but they actually lead to real jungle-themed restrooms with flowers, marble and tropical pictures. They were named the nation's finest in a nonscientific online poll sponsored by a bathroom-supply company.

"I'm all about putting smiles on people's faces," said store owner Jim Bonaminio. "People are so tense these days. Those bathrooms just seem to make people laugh and that's what we're all about: laughing and having fun."

Cintas Corp., a supplier of uniforms and a provider of bathroom products and services based in Cincinnati, said Tuesday that tens of thousands of online votes were cast in the sixth competition, choosing from finalists selected for hygiene, style and public access. Also-rans included a Las Vegas hotel lounge and an upscale restaurant in Flushing, Mich.

Anyone could nominate a restroom online, and Cintas picks the final list of 15 nominees to put to the Internet-based vote.

Link to WSJ Article

Wal-Mart Taps into Facebook for Dorm Pimping

Wal-Mart has launched a sponsored Facebook group devoted to dorm room decoration, reports Silicon.com.

The Roommate Style Match group lets members enter their particular style preferences, which are then compared to their roommates'. Members then get a list of products Wal-Mart recommends and just happens to carry.

Wal-Mart has previously tried to launch its own in-house social network, which was closed shortly after its debut.

Link to Marketing VOX Article

Crown Royal Asks Consumers to Make Stuff From its Purple Bag

Crown Royal has launched a promotion to get people to make quilts, reupholster chairs or create any other variety of crafty fare out of the iconic purple bags the whisky is packaged in.

Partakers submit pictures of their creations via mail or an online entry at CrownRoyal.com through Dec. 31.

The name of the promotion, the Legends of the Purple Bag, plays into the grand prize termed a “legendary” trip to both Los Angeles and New York. The weekend in Los Angeles includes a movie night with Hugh Hefner and a private tour of the mansion with a Playboy bunny. The weekend in New York features a day of VIP treatment at the ESPN Zone and a tour of ESPN headquarters in Bristol, CT.

“For years, Crown Royal consumers have been showcasing their passion and style via thoughtful creations featuring the iconic purple bag,” said David Tapscott, brand director for Crown Royal, in a statement. “Whether it’s creating wedding gowns, golf club heads, or a suit comprised of the purple velvet, this promotion offers a forum to celebrate and showcase the unique creativity and skill of some of the most enthusiastic consumers out there.”

Past creations ranging from winter hats and sport jackets woven entirely from the purple bags, to the lining of car interiors and sofa covers prompted the idea for the contest.

Submissions will be judged on creativity, originality, relevance to Crown Royal product, appeal, clarity and appropriateness for use in publicity and advertising.

Print ads, P-O-P, online banners and e-mails are supporting the contest.

For every submission received, Crown Royal said it would make a donation to RADD, the entertainment industry’s voice for road safety.

Former NFL football player Jerry Rice wore a suit designed out of Crown Royal purple bags to this year¹s ESPY Awards. The suit will be auctioned off with its proceeds getting donated to RADD.

Link to Promo Article