Nothing says 2009 like Nivea!

In this hard economic time it is nice to see that the business model of maximizing the number of impressions among Adults 18-54 continues to be a focus for beauty companies. Are we that vain? Is blue the color of the New Year? Does Nivea mean Happy New Year in German? Okay I'll admit that if you are introducing a new lip care product and you are looking to steal shares away from Bistex and Chapstick, then partnering with an event or holiday that says "kiss" is a smart marketing idea. But did anyone watching the Jonas Brothers' on New Years Eve with Carson Daly know that Nivea had a new lip balm?? Doubt it.
Cute idea. I'll admit. But I could have done with all those blue hates. You know they say that chapstick has an ingredient in it that makes it addicting. For some reason my lips always get more chapped after applying lip baum.
I also think that Nivea sort of stole Dentyne's new theme of make face time. The focus is to go back to a time when we didn't have cell phones, voicemail, email, texting, etc and just spend time with those you love. I think it's absolutely fabulous. Doesn't really make me go out and start buying dentyne, but I think it's a great campaign.

Since i'm on my rant about the best ad, i'll share the worst marketing decision of 2008. Many of you probably haven't noticed this yet, and I haven't had a chance to write a letter to the company, but Tropicana has decided to repackage their orange juice beverages. They took more than the tropic out of the brand, they took everything premium, fresh, orange, Florida or thirst quenching and replaced it with generic, plan, boring, simple. What they are going for is to get middle America comfortable with spending $5.00 for a half gallon of orange juice. Luckily I've discovered Trader Joe's organic orange juice for less than $5.00. God I can't believe how important this brand is and how just lowered themselves. Now, I'm all for generic. Generic brands are fine, but aside from my No Ad suntan lotion, looks do matter and consumers choose products based on looks, shelf positioning and price. Quality still counts even if I have no money. I can't believe I used to yell at my mom when she came home with Minute Maid instead of Tropicana. Oh, the arguments ..."it was on sale" she would say. "i don't care". Luckily my tastebuds have improved with age. Oh, and how are the old people going to understand that purple means High Pulp. Can anyone even READ that??The only product worth spending money on is Maker's Mark Bourbon! Did anyone catch a glimpse of their times square billboard next to the stage during the Jonas Brother's performance last night. Classic grassroots advertising!!!! Let the pouring begin.

Happy New Year.