FreeThink: October 2008

FreeThink: a blog published by Maxwell PR

Pepsi's "Several Hundred Million" Dollar Makeover

Five months and millions of dollars later, Pepsi has unveiled its updated image. At first, I didn't get it. But if you look closely (after reading the hint so you know what you're looking for), you'll see that the new logo is a smile. Right?

According to AdAge, the experts are torn -- is it less classic? Flippant? Or is it youthful and adventurous?

Only time will tell, but the fact that the current logo has endured for more than 20 years has certainly set a high standard for staying-power.

Look for the new look starting in 2009 - SMILE!

-Erica Erland

posted on October 31, 2008

Method Baby -- Smells like Cake!

I admit it. I'm one of those people who found a million reasons not to go natural with personal care products UNTIL I had a baby. Turns out that soft baby skin is pretty persuasive when you're contemplating rubbing parabens and chemicals all over it.

Back in April, Maxwell PR was lucky to have Method participate in our Kitchen Conference and preview the company's new line of baby wash. I thought it was cute, as usual for the brand -- cute packaging, cute copy. And hip, of course. But I assumed the product itself would be similar to the rest of the natural baby soap stuff I'd been using. NO. It smells like CAKE! I'm sold. I didn't mind the herbally, florally generically natural scent of all the other products I've tried but who can resist a soft little baby who smells like cake. Nobody, that's who.

So once again, Method is challenging the expectations of the better-for-the-body (and planet) category. Turns out natural doesn't need to look or smell like herbs and flowers -- it can smell like baked goods. And the world is a better place.

-Erica Erland

posted on October 28, 2008

Bank in a Can

Innovation people! It's the biggest challenge in the banking industry: get consumers to switch institutions. Bank ads right now are offering $100 for opening a new account. Here's a better strategy. A friend of mine sent me this photo of Umpqua Bank's "bank switch in a can" vending machine installed in a high-traffic mall. For me it delivers because it's: a) completely unexpected, yet right on brand, and b) it engages consumers by making something tedious fun and entertaining. Most brands would think this was a risk. I love that some smart marketer saw the value.

-Jen Maxwell-Muir

posted on October 24, 2008

2008 Spotlight Award Winner: Oregon Bounty

On October 9, the Maxwell PR team earned another trophy for our shelf -- a 2008 Spotlight Award for Integrated Marketing Communications, sponsored by the Portland chapter of PRSA. We received the award for our work on Oregon Bounty in 2007, and shared the honors with our partners at Travel Oregon and the Oregon Bounty manager, Greg Robeson of Robeson Communications.

What is Oregon Bounty, you may ask? Essentially, it's Travel Oregon's way of celebrating what makes the state taste so good, with the end goal of growing fall tourism. Oregon Bounty began in 2003 to share our fall culinary discoveries with others. In 2007, we expanded Oregon Bounty from focusing on four primary products -- pears, cheese, hazelnuts and wine -- by offering rich experiences around the growing yet nebulous idea of culinary tourism.

Through our entire team's work, Oregon Bounty now provides opportunities to taste locally brewed fresh hop beer, enjoy prix fixe menus featuring many Oregon-produced foods, enjoy harvest festivals and more -- truly delivering on the promise of a memorable culinary tourism experience.

As a result of our comprehensive efforts last year, we surpassed all of our program goals in the areas of partner involvement, editorial coverage and traveler interest. Oregon Bounty is now a once-in-a-lifetime experience instead of just another wine tasting trip accented by a few local food products.

This year's Oregon Bounty celebration takes place October through November, and if the latest newspaper articles and rockin' consumer events are any indication, we're on track to have another banner year.

-Laura Herbert

posted on October 16, 2008

Oregon Bounty Meets Manhattan Chic

Travel Oregon PR manager Michelle Godfrey's longtime dream of taking Oregon to New York City became reality when the PR team at Maxwell PR and Travel Oregon recently produced a stunning Oregon Bounty media reception for foodie and travel journalists.

Held at a SOHO art gallery, the event redefined the traditional art exhibit in true distinct Oregon style. The "Taste the Oregon Spirit" event featured huge projected photos of Oregon's gorgeous scenery and unusual culinary delights such as Oregon Black Truffle Ice Cream by Sybaris chef Matt Bennett and Oregon Huckleberry Granita created by Timberline Lodge chef Leif Benson. Higgins Restaurant chef Greg Higgins designed the menu and traveled to Manhattan to help produce the bountiful fare.

Check out the Openhouse Gallery photos by going to the Clients area of the site and clicking on Travel Oregon. Scroll down to see how the all-white gallery was the perfect setting for showing off Oregon's colorful bounty.

Editors from a wide array of media outlets -- from Wine Spectator and the Rachael Ray Show to Real Simple and Travel+Leisure -- noshed on fabulous Oregon handcrafted spirits, wine, beer, chocolates, cheese, mushrooms and other yummy culinary delights while meeting the people who produce them. Check out how Voodoo Doughnut's Tres Shannon and "Cat Daddy" Pogson characterized the event.

http://www.youtube.com/watch?v=CCSZWEGG-w8

Serving up Oregon Bounty to New York media has resulted in several journalists already planning their visits to the state. We know they'll have a delicious time.

-Vicky Hastings

posted on October 13, 2008

Oregon Bounty Kicks Off -- Cocktail Contest Crowns a Winner

Just in case you hadn't heard about it somewhere else, "Hike, Fish & Go Camping Punch" was named the Unofficial Official Oregon Cocktail last Wednesday at bluehour Restaurant & Bar, effectively kicking off Oregon Bounty across the state. While the ingredients might sound a bit odd, trust us when we say that it is delicious -- the Maxwell team may or may not have partaken in one or two of these ourselves:

Hike, Fish & Go Camping Punch

Representing the region of Eastern Oregon

Cheryl Meloy, Portland

Serves 4

5 oz Pendleton Whisky

4 oz (1/3 of 12 oz can) frozen lemonade

4 oz (1/3 of 12 oz can) frozen limeade

4 oz huckleberry syrup

2 bottles Terminal Gravity IPA

Mint sprigs for garnish

Mix together the first four ingredients in large pitcher. Slowly stir in both bottles of beer. Pour punch into a tall, ice-filled glass. Top with mint sprig and serve.

To make huckleberry syrup: Heat to a slow boil 2 cups berries (fresh or frozen; you can substitute blueberries for huckleberries) with 1 cup sugar and 2 cups water. Slow boil for 20 -30 minutes, cool slightly and strain mixture through fine mesh sieve. Work the mash to get all the fluid through the sieve before discarding the skins. You may also cool syrup and store in airtight container in the refrigerator.

You can download the whole Oregon Bounty recipe book at the Oregon Bounty site, so be sure to try some of these out. Also take a look at the other upcoming events at Bounty, we hope to see you at a few!

-Christina Stewart

posted on October 07, 2008

Will Americans Let Themselves Go?

Expect consumers to text less, eat in and tame their inner fashionista in light of the economy, says a recent study by Lightspeed Research published in Ad Age. People will turn to TV and Internet surfing for entertainment, forgoing vacations and trips to the mall. Small luxuries in categories like beauty and snacks are supposed to fare well, but not so much the automobile industry.

Companies still need to get the word out, said 81 percent of those surveyed. "Advertisers need to continue to communicate about their products during a recession," because consumers are more receptive to deals and long-term product investments. The study went on to recommend that marketing for "low-involvement products," should focus on brand benefits, while "pricier, higher-involvement products," should emphasize why consumers need them, such as "technological improvements that make it a must-have."

-Jen Maxwell-Muir

posted on October 06, 2008

Park[ing] Day---What is More Important?

On Friday, September 19 Portland energetically celebrated the endless potential of the public park. A few years back, design collective ReBar instigated Park[ing] Day to encourage city dwellers and suburbanites to reflect on the amount of surface space dedicated to the automobile.

This year Portland, among dozens of other cities around the world, embraced the urban intervention. Trust for Public Land, which is dedicated to purchasing land to conserve it as public open space, helped ReBar launch Parkin[ing] on an international scale, and has cleverly leveraged it as a full-blown marketing campaign for the organization. Although their coordination of the event has undermined its initial independent and spontaneous energy, Park[ing] Day aligns perfectly with the non-profit.

The playful activity is a catalyst for sober contemplation of disappearing public areas--the loss of space to relax, perform, read, play, sit, stroll, converse--in exchange for the ever increasing amount of space we use to park and drive our cars. Park[ing] Day is a wonderful reminder to take a critical, inventive, and humorous approach in interacting with our physical and social landscapes.

-Molly Cooney-Mesker

posted on October 01, 2008

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