No Good Deed Goes Unpunished

For the 2012 holiday season Coke planned to distribute more than one billion silver and white colored polar bear cans, a design that is part of the company’s sponsorship with the World Wildlife Fund and a commitment to donate $3 million to protect polar bears’ natural habitat.  Unfortunately, Coke received a significant amount of negative feedback from customers.  Most negative reactions were caused by customers mistaking the silver Coke cans for Diet Coke cans, which then caused returns among many retailers.  In response, Coke is initiating Phase II which includes rolling out one billion red polar bear cans in addition to the silver/white ones.  Moral of the story: proceed with caution when changing a consumer brand!


Julie Bredemann is the Client Services Manager for Celtic Marketing

The Power of Direct Mail

Everyone hates getting junk mail. But don’t discount direct mail as junk. Everyone has a mailbox, but not everyone has e-mail or smartphones with the latest technology. Certain demographics cannot be reached electronically. And those who can, often prefer to not receive advertising by e-mail.

Printed materials can make a lasting impression that electronic material cannot provide. It can be as unique and as imaginative as you are. The flexibility of direct mail can fit your goals, budget and time constraints.

We are constantly being interrupted by advertising on our computers, TVs, sports arenas and even public washrooms. Direct mail can be put aside and read later, free of competing flash banners, pop-ups or soundtracks. Customers may not take you up on your invitation right away, but direct mail offers longevity and an opportunity for business in the future.

Direct mail is a highly effective way to communicate with existing and potential customers. You can introduce them to your business, offer discounts or advertise a promotion. This shows people exactly what is in it for them. Most customers respond by making purchases and even more are driven online for additional information.

The flexibility of direct mail allows you to have complete control over the flow of information which can be as much or as targeted as you like. You can manage who receives your piece, directing it to those most likely to be interested in your offer. Not as easy for a 15 second radio ad, television spot or web banner.

You can easily track response rates, and that means you can accurately measure the return on your marketing investment.


Patti von Schwedler is the Production Manager for Celtic Marketing

Dr Pepper Ten – Campaign Controversy

Girls may rule, but boys continue to drool over Dr Pepper Snapple Group’s new national ad campaign for Dr Pepper Ten. The testosterone-laden crusade for the 10-calorie sugar-filled drink boldly lets consumers know that “It’s Not for Women.” 

This macho marketing movement has spurred a widespread debate among the genders. Some women in the ABC News report feel that “It’s wrong because it’s not only targeting males but is offensive to women.” Female viewers are also stressing that “You can target males without insulting women …”

Other consumers are defending the ad by claiming that the campaign was all in good fun. But such an outspoken tagline leads viewers to wonder, “What was Dr Pepper thinking?”

As I watch the commercial, showing two men battling snakes in the jungle and escaping in an ATV as one casual toss of a half-crushed Dr Pepper Ten can triggers a trap to catch the bad guys, I can’t decide if their marketing team is a bunch of geniuses or completely insane (I’ve heard there’s a fine line).

Some of the most successful ad campaigns were because of the creators’ desire to test consumer limits by taking unsuspected risk. But how far is too far? In this case I think that Dr Pepper gets the last laugh, or manly chuckle for that matter. Their macho commercial did exactly what every marketing team strives for - it got consumers talking about their product.

The Dr Pepper Ten Facebook page, which also features an insightful collection of ten rules known as “man’ments,” illuminates the various consumer opinions about the overt “men only” advertising ploy.

Spurring a controversial marketing debate is not necessarily a bad move and Jim Treblicock, Executive Vice President of Marketing for Dr Pepper Snapple Group, understands just that. “Women get the joke. ‘Is this really for men or really for women?’ is a way to start the conversation that can spread and get people engaged in the product,” he said.

So the results are in: Dr Pepper 1, Offended Viewers 0.

Now can someone please tell me what a “manly” calorie is?

Lindsey Lullo is the Public Relations Account Coordinator for Celtic Marketing

An Argument For Robot

I've been reading a lot recently about the conundrums surrounding technology. It all reminds me of an episode of Super Friends I saw when I was boy, where a computer (G.E.E.C. — Goodfellow's Effort Eliminating Computer) was developed to do everything for us. It worked pretty well until a mouse got into the works and started screwing things up. Plastic Man eventually went in, got the mouse and things were quickly set back to normal. The people ultimately decided that, in spite of the convenience, it was probably best that we did stuff for ourselves instead of leaving it all to a computer. The Super Friends agreed.

Even though I was eight, I remember getting all worried about such a scenario coming true. What would we do if computers did everything? As I grew older though, I became a little more comfortable with the notion. What would we do? I, for one, would travel more. I would definitely have more time for working out, reading, watching movies, and playing video games. Maybe I'd finally finish my kitchen or convert my attic. At the very least, I'd take better care of my lawn (or would the computer be doing all that?) My point is; I'm intrigued by the possibility of G.E.E.C. So far, the advancements we've already experienced have been, at the very least, entertaining.

I like not having to wait until the next morning for the score of a sporting event I've missed (heck, I don't even have to miss a sporting event.) I love being able to see a movie at the click of a remote. Stamps are irritating and I don't miss waiting in line at the post office. I no longer have to be a good speller or worry about being grammatically correct. If I forget the symbol for my favorite element (Ir) the periodic table is a mouse click away. The other day I Skyped a friend of mine in Majorca — that's an island in the Mediterranean, in case you didn't know (holy future, Batman!) And I'm not even going to get into the convenience of the text message.

Is technology making me lazy? Maybe. Is it making me stupider? I don't think that's possible. Am I less communicative? I'm writing this aren't I? Am I more productive? (See: Am I less communicative?)  Bottom line, technology is what we make of it. Where it goes and what it does is based on our creativity. If somebody is creative enough to invent a computer that can do everything for us, I'm confident we'll be creative enough to find something else to do. I mean we did come up with it in the first place didn't we?


Kurt Maloy is the Copywriter for Celtic Marketing

Does Social Media Have A Place in NFL Broadcasts?

Social media has become an intricate part of virtually (no pun intended) every business and organization. Even as captain of my university’s volleyball team I was required to regularly update our Facebook, Twitter and Blogger accounts. If social media is this prevalent within collegiate athletics, one must wonder if the same trend continues at the professional level.

As football season starts up, certain National Football League broadcasters and analysts roll their eyes and look the other way when a trending topic discussing the latest fumble or injury begins to go viral. A recent Milwaukee Journal Sentinel column investigates social media’s place within NFL broadcasts, and begs the question, “Are there boundaries that social media is not meant to cross?”

"Everybody is trying to figure out what to do with social media," said Eric Shanks, the co-president of Fox Sports Media Group.

Apparently, Fox has discussed the idea of implementing social media, specifically Twitter updates, into pregame and regular game broadcasts. Fox has even created an account for its digital robot Cleatus.

A memorable example of the viral power of Twitter, within the NFL, can be seen from last season’s NFC Championship game between the Green Bay Packers and Chicago Bears. Bears quarterback Jay Cutler suffered an injured knee, but the fact that the injury details were not made public set viewers on an all out Tweeting spree.

Analyst Troy Aikman, who called the game, strongly disapproves of embedding social media updates in NFL broadcasts. Aikman remarks, “Even if Twitter is blowing up by fans saying this guy should be playing, I’m certainly not going to reference Twitter during a broadcast."

On the other hand, “Monday Night Football” affiliates Jay Rothman and Mike Tirico have “dabbled” in using social media throughout telecasts and regularly check Twitter for updates.

This article illuminates just one piece of the ever-complex reporting puzzle: validity. Social media possesses a strong allure to many print and web reporters because it illuminates public opinion, without anyone having to ask. Tweets can be a fine tool for deciphering a topic to research, but a lazy and risky source to base a story on.

Eventually, will an overabundance of social media outlets persuade all reporters to adopt the muddied methods displayed within the pages of supermarket tabloids?

For now, let’s hope TV execs follow the lead of Fox Media Group Chairman and CEO David Hill when it comes to reporting: “Americans watch more television today than they ever have in the history of the medium. So our business is that of a television broadcaster.”

Lindsey Lullo is the Public Relations Account Coordinator for Celtic Marketing

Embrace the Ugly

At my first job out of college, I witnessed a seasoned and extremely talented art director working very diligently to make the mailing panel of a BRC (Business Reply Card) look beautiful within the guidelines of the US Postal service. She was laboring over fonts and line weights when I naively asked “Why would you spend so much time on THAT?” She looked up from her work and said “just because something HAS to be there, doesn’t mean it can’t be beautiful.” That was an “ah-ha” moment that I’ve put to good use many times over the years.

The most recent example has been in regard to QR codes. They seem to be popping up everywhere from the plants you buy at Home Depot to magazine ads for toothpaste. BUT, did you know that they can be “designed” to reflect your brand or company?

This is possible by a variable margin for error built in to each QR code. For example, if you generate your code with a 30% error rate, you can remove or change 30% of the code and replace it with design elements and it will still function properly. You can soften the hard edges and add colors and graphics so that it works within the overall design of your piece.

There are some guidelines that you need to follow. For example, the code has to be a dark enough color on a light enough background for most phones to read it. And you should always test the code on several different phones with different readers to make sure you haven’t gone too far in your design. But generally speaking, there are many ways to make these codes more attractive and less of an eyesore. It can be a very rewarding process to take something so mundane and blocky and turn it into an extension of a brand or design.



Here are two QR Codes we recently branded for a client

Whether it’s a paragraph of legal copy, a logo from 1982 or that awful QR code, there’s always a way to make that ugly element shine like the diamond you want it to be. It’s not a matter of jamming it in a corner and hoping that no one notices it, because they will. The professionals know it’s just a matter of finding the RIGHT place for it with coordinating colors and fonts that will make it stand out in just the right way.

Anita Hooker is the Creative Director for Celtic Marketing

Will Technology Kill Communication?

There have always been conversations about how computers, cell phones and other technology change communication. Most of us realize the benefits of communicating faster and more frequently, but the question I pose is this: Are we more effective?

Recently my father was hospitalized and my children went to the doctor for physicals. In both cases, the medical professionals spent the majority of time charting information on their laptops. Whether it was reviewing orders or entering patient data, these professionals had their eyes and brains focused on the information they needed to review or collect.  

At one point, I timed the amount of interaction between the doctor and the patient.  Less than 20 percent of the time was focused on talking to or examining the patient. Their faces were mostly pressed on the computer screen as they asked questions, collected information and tapped on a keyboard.   

I am sure this technology has increased efficiency for the medical profession. No longer do they need to chart the patient after the fact or try to remember the details that were discussed.

The danger, of course, is that they focus more on the data than they do the patient. The nurses who spent time talking with my father, gained insight that those behind the computer screen never considered. Many doctors and nurses will tell you that patients know their body so well, that at times they will know what is wrong before the doctor. Also, patients tend to give the best clues in regards to diagnosing their illness. I think that technology will not only hurt the medical profession, but marketing as well.

As communicators, I fear that our dependence on technology will give us a “screen tan” and a well-organized marketing plan – caught up in Google searches and the documentation of our tactics. If we focus on entering information into a computer, we jeopardize the importance of using our brains to create, to think and to reach for new ideas.  

Much like the medical profession, there is no substitute for collecting all the facts, brainstorming solutions with the team and spending time with the client to effectively change the outcome of the marketing problem. Great marketing and creative do not come out of a computer – if it did, we would all be out of work.

Both professions need to focus less on computer screens and more on the target audiences they serve - whether it is the patient or the consumer standing in front of our product. 

Marlene Byrne is the Founder and President of Celtic Marketing