Boost Juice takes a new ‘Adults only’ direction in their marketing

If you’ve been into any mall or shopping strip in Australia you have no doubt witnessed the Boost Juice phenomenon slowly, or loudly, growing around you.  Simple concept – Juice, fruit, Ice and if you believe the hype – supplements.  Young kids serving, loud dance music and a fresh and energetic feel about it….okay, time to reveal my addiction to Boost.  It’s not that I have to always drink it – I actually enjoy the experience. I enjoy the the fun of the place, I enjoy my breaky-to-go-go (you know banana, honey, ice, muesli, frozen yogurt – I think) and most of all I love their marketing and I love that they are Australian, (albeit inspired from the Yanks).

Actually, come to think of it their ads on TV have always been a bit over hyped for me, can Boost Juice really make you jump off the walls and run around and have fun? Is that giving a bit much credit to the energy value of a bit of ice and fruit juice, this ain’t Red Bull you know.  But TV advertising aside, I like the experiential marketing of the product on site, the price is right for me, they have a simple loyalty program (VIBE club), and the product is straight forward and consistently good.  My juice is the same in T2 Sydney Airport, Melbourne CBD and the Canberra Centre.  Wait a minute….consistency, service, young kids – this is starting to smell like that shop with the funny clown looking guy and the golden arches…..

So finally here is something to set Boost apart - a new adults only version of their advertising – with puppets. Yes, Puppets.  Boost’s new campaign introduces Mary Mango and Ron Banana to the world.  Styled off Entertainment Tonight presenters with a bit of Ron Burgundy ‘anchor man’ thrown in, these ads bring a new grown up Hollywood hype to the brand.  This campaign that has been launched using a social marketing mini site ‘Inside Juice’ http://www.insidejuice.com.au/ which sees a blog, facebook profile and no doubt there’s a twitter feed in there somewhere(wait – found it!) feeding juicy goss to the world.

Below is the 3rd in a series of Boost commercials and this one goes ‘ behind the scenes’ in the studio.

4 hours into the campaign and some of the blogs comments are interesting.  What interests me is if they are going to moderate, respond or engage with these comments or if just  a hang it in the wind and see what happens campaign (interesting comment about the yank accents).  Would love to see some onsite integration of the campaign in stores with Mary or Ron’s twitter feed being displayed on the plasma screens they have in most stores.   Taking online to the streets, come on Boost – you know you want it!

boost-comments

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Posted in Customer Service, Online, Social Media, User Generated Media, advertising, marketing | Tagged , , , , , , | 2 Comments

Capital Region producers awarded top honours in Sydney

Robyn and Denis Rowe - Grand Champions at the Sydeny Fine food show

Robyn and Denis Rowe - Grand Champions at the 2010 Sydney Royal Cheese and Dairy Produce Show

Canberra’s popular Saturday morning market, the Capital Region Farmers Market at EPIC, has successfully matched its growers with some of the best in Australia at the 2010 Sydney Royal Cheese and Dairy Produce Show, with three of the market’s most popular stallholders, Lindsay & Edmunds, Robyn Rowe and Small Cow Farm scooping up awards.

The judges of the show have taste tested their way through 863 products and have deemed Small Cow Farm, Robyn Rowe Chocolates and Lindsay & Edmunds Chocolates worthy winners of awards in their categories.

Farmers Market Spokesperson, Tony Howard, is most proud of the wins for these market stallholders, “The Sydney Royal Show award wins give real kudos to both these small businesses and also attest to the high calibre of products on offer each week at the Capital Region Farmers Market,” said Mr Howard.

Regarded as a premium cheese producer from Robertson, Small Cow Farm won gold and silver for their Petit Vache Brie and Petie Vache Camembert respectively. They were also awarded the Australian Cheeseboard Perpetual Trophy for their Petit Vache Brie, a huge honour according to Small Cow Farm cheese makers and owners Mark and Lesley Williams.

“Winning at the Royal Sydney Show is a great honour, it was such a surprise. We were tickled to win the Cheeseboard Perpetual Trophy and to be recognised alongside the likes of King Island,” Ms Williams said.

The Royal Sydney Show gives producers the opportunity to benchmark their products against the best that the country has to offer, whilst promoting their products under the respected Sydney Royal brand.

And another Capital Region Farmers Market favourite, Robyn Rowe Chocolates from Murrumbateman won the Champion Chocolate Award for her hand made assorted chocolates, for the second year. She also took out gold in the Boxed Chocolate assortment category.

“Winning the award for the second year in a row is a great honour. It’s helped us realise that we are producing some of Australia’s best chocolate, being up against companies such as Haigh’s from South Australia and The Margret River Chocolate Company,” Ms Rowe said.

The market’s handmade organic chocolate producer Lindsay & Edmunds, were also recognised at the Sydney Royal Show, winning gold for their Organic Caramelised Chilli Macadamia in Organic Dark Chocolate, and silver for their Organic Honey-Almond Praline in Organic Belgian Milk Chocolate.

The Capital Region Farmers Market will be closed on Saturday 27 February as the Royal Canberra Show will be in full swing on 26 – 28 February at Exhibition Park. The Market will operate as normal following the show on Saturday 6 March.

The Capital Region Farmers Market in Canberra is a genuine farmers market with over 100 stalls offering a diverse range of fresh food and agricultural produce straight from the producer to the customer. All funds generated from the Market are fed back into regional communities and other projects chosen by the Rotary Club of Hall which founded the Market in 2004.

Award winning produce – cheese and chocolate take on Australia’s best at the Royal Sydney Show

Canberra’s popular Saturday morning market, the Capital Region Farmers Market, have successfully matched it’s growers with some of the best in Australia at the 2010 Sydney Royal Cheese and Dairy Produce Show.

The judges of the show have taste tested their way through 863 products, with two of the Capital Region Farmers Markets stallholders, Small Cow Farm and Lindsay & Edmunds Chocolates, winning awards.

Premium cheese producer from Robertson, Small Cow Farm won gold and silver for their Petit Vache Brie and Petie Vache Camembert respectively. They were also awarded the Australian Cheeseboard Perpetual Trophy for their Petit Vache Brie, a huge honour according to Small Cow Farm cheese makers and owners Mark and Lesley Williams.

“Winning at the Royal Sydney Show is a great honour, it was such a surprise. We were tickled to win the Cheeseboard Perpetual Trophy and to be recognised alongside the likes of King Island” Lesley said.

The Royal Sydney Show gives producers the opportunity to benchmark their products against the best that the country has to offer, whilst promoting their products under the respected Sydney Royal brand.

“Winning awards at the Royal Sydney Show is great for advertising, people are really interested to know they’re buying the best. It’s also a great way to see how your cheese sizes up to others bigger cheese factories” Lesley continued.

Small Cow Farm began in 2005, milking small Irish Dexter cows. After experimenting with cheese making in the kitchen, the dream to build farmhouse cheese rooms became a reality and Small Cow Farm started producing commercially, sourcing pure milk from a local farmer. Lesley said Small Cow Farm wanted to create something unique to the Southern Highlands.

MEDIA RELEASE 18 February 2010

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“We wanted produce a cheese that is unique to the Southern Highlands, delicious and full of flavour, which is why we source pure milk from someone in the area.”

Small Cow Farm started coming to the Capital Region Farmers Markets in 2005. Since then they have developed a regular following, even amongst the French community in Canberra.

Capital Region Farmers Market handmade organic chocolate producer Lindsay & Edmunds were also recognised at the Sydney Royal Show, winning gold for their Organic Caramelised Chilli Macadamia in Organic Dark Chocolate and silver for their Organic Honey-Almond Praline in Organic Belgian Milk Chocolate.

This weekend, the markets will make some important changes as Exhibition Park gears up to host the annual Canberra Show. This Saturday, 20 February the markets will open from 7am and will close at 10am sharp (normal operating hours are 8am – 11am) to enable set up for the popular show hosted by the Royal National Capital Agricultural Society. Public entrance will only be available via Wells Station Road with the normal access via other roads closed due to show set up.

The Capital Region Farmers Market will be closed on Saturday 27 February as the Royal Canberra Show will be in full swing on 26 – 28 February at Exhibition Park. The Market will operate as normal following the show on Saturday 6 March.

The Capital Region Farmers Market in Canberra is a genuine farmers market with over 100 stalls offering a diverse range of fresh food and agricultural produce straight from the producer to the customer. All funds generated from the Market are fed back into regional communities and other projects chosen by the Rotary Club of Hall which founded the Market in 2004.

[ends]

For more information, images or to arrange an interview, please contact Elkie Stuart, Threesides, 0421 230 103 or elkie.stuart@threesides.com.au

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There’s a cultured side to Getaway’s former footballer Dermott Brereton

Dermott gets cultural at the NGAWhen the National Gallery of Australia announced Masterpieces from Paris as its Summer Blockbuster, everyone in Canberra and Australia got quite excited.  At Threesides, we sharpened our pencils, got our best marketing ideas off the top shelf and bunkered down for a large campaign with a product we knew wouldn’t be hard to sell.  That said, budgets and time are always limited and marketing such a mega exhibition such as Masterpieces from Paris at the NGA takes a lot of work to get the likes of QANTAS, the ACT government, Accor and the hundreds of local and national tourism industry partners working together to get the best result for the NGA and Canberra.

Public Relations has been a big aspect of the campaign and through our travel industry contacts, we managed to secure a story with Channel Nine’s Getaway travel show.   The crew and Dermott Brereton travelled down to Canberra last Jan and the show aired Feb 18.  See below for a quick summary of the piece and we’ll be sure and post the full video story once it gets online.

Here’s the story below…and keep an eye out for a piece on the Snowy Mountains as the crew kept travelling down the highway to stay with our friends at Alpine Habitats on the same trip.

Masters from Paris in Canberra – Getaway

http://getaway.ninemsn.com.au/fsaustraliaact/1014081/masters-from-paris-in-canberra

Thursday, February 18, 2010

There’s a cultured side to Getaway’s former footballer Dermott Brereton. He joined the throngs at the National Gallery of Australia to see the Masterpieces from Paris exhibition, and loved it.

Never before has the priceless collection of post-impressionist works left the Musée d’Orsay in Paris, and it’s proved to be such a hit in Australia, the gallery has extended opening hours on Fridays and Saturdays. They’ve even opened a champagne sculpture bar in the garden.

Short of taking the long and expensive journey to Paris, we are fortunate enough to enjoy the 114 French post-impressionist masterpieces in our own backyard.

The works of Van Gogh, Gauguin, Cézanne, Monet, Seurat, Toulouse-Lautrec, Vuillard and Bonnard are all represented there. Some of the works are most familiar, and others will be a delightful discovery.

If you fancy, there are guided audio tours giving information about each work. If you think it may all be a little boring for children, they haven’t been forgotten; there’s a great family activity room where children can test their creativity and work on following in the footsteps of the greats.

While you’re in Canberra, it’s a good idea to check out the recently opened National Portrait Gallery right next door. It has an impressive collection of more than 400 portraits of prominent Australians, important in their field and immortalised on canvas.

Location

The National Gallery of Australia in Canberra.

Cost

The artworks will be on display until April 5, 2010. Entry is $25 for adults and $6 for children up to 16 years of age. Family tickets are $55 for two adults and two children. The masterpieces are on show between 10am and 5pm from Sunday to Thursday and 10am to 7pm on Friday and Saturday.Bookings can be made online at www.nga.gov.au or www.ticketek.com.au.

Entry to the National Portrait Gallery is free of charge. It’s open between 10am and 5pm every day. There are talks each Wednesday between 12.45 and 1.30pm and Portraits on Sunday host artists, curators and historians talking between 2 and 3pm.

Virgin Blue has flights to Canberra. One way fares from:

Sydney $79
Melbourne $89
Brisbane $119
Adelaide $129
Hobart $169
Darwin and Perth $229

There are limited seats which may not be available at peak times or on all flights. Fares quoted are one-way booked on the Internet. An extra $15 will be charged for phone bookings. A credit card surcharge of an additional $2 per person per one-way flight is applicable. Fares are correct at February 18, 2010, and are subject to change.

Prices correct at February 18, 2010.

For further information

Virgin Blue
Ph: 136 789
www.virginblue.com.au
Masterpieces from Paris
National Gallery of Australia
Parkes Place
Parkes 2600
Ph: (02) 6240 6411
www.nga.gov.au/exhibition/masterpiecesfromparis

National Portrait Gallery
King Edward Terrace
Parkes 2600
Ph: (02) 6102 7080
Fax: (02) 6102 7001
www.portrait.gov.au

Canberra and Region Visitors Centre 330 Northbourne Avenue
Dickson 2602
Ph: 1300 554 114
www.visitcanberra.com.au

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Be an island in the stream not a gambler with your partnership marketing

Kenny Rogers and Dolly Parton

"Two Islands in the Strean" Kenny Rogers and Dolly Parton make success happen in two's

In the words of Kenny and Dolly ‘We rely on each other a-ha’, in business we need to rely on other smart businesses to get the most out of our marketing. The partnership of Kenny Rogers and Dolly Parton for the hit song Islands in the Stream took these two artists to new heights, securing their number one place in the pop charts in 1983. Alone, would they of had the same impact?

Just like Kenny and Dolly, marketers today are turning to different tools to drive business forward and strategic partnership marketing does just that. Bringing together two different companies, each with their own brand equity and distribution channels partnership marketing can open up a company to a new market and take it to new heights. Marketing partnerships work the same as any other partnership, when planned well and strategised properly, they allow you to develop relationships that will effectively promote and grow your business.

So what makes a good partnership?

  1. You need to make sure the partnership is going to be mutually beneficial and that their goals are the same as yours, they don’t have to be exactly aligned, but it’s important that your working towards the same thing – singing from the same song book.
  2. You need to be clear about what each other are going to bring to the partnership and who is going to be responsible for what – you take the low notes and I’ll hit the high ones.
  3. Most importantly you need to carefully consider how the two businesses are going to work together; this includes the business culture and practices that may be different.  Don’t realease a single before xmas if the other person is thinking about a full album launch

Once you have carefully considered all of these things, you removed another obstacle in your marketing stream, opening up new opportunities and taking you to new heights.  Or you could try and count your money, sitting at the table, gambling by yourself.  I know which one I would choose.

What would you add to the list of what makes a good partnership in business?

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Where in the world is Gulargambone?

It’s a small world after all when I got the chance to catch up with an old colleague in Gulargambone – Steve Baldwin.  The question that everyone has been asking is where in the world is Gulargambone?  Well after spending 2 days out here presenting an online marketing workshop with local business operators I can well and truly say that it is a place worth visiting.

Here are some quotes that people in the workshop came up with to answer the question:

“We are the centre of the universe” – Angela – 2828 – http://web.me.com/gulargambone2828

“The only caravan park in the world with a 5 galah rating” – Pam – Gulargambone Caravan park ‘ A caravan park with a lot of difference!

P.s. it’s about 1.5 hrs drive from Dubbo if you really needed to know -

View Larger Map

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