Axe Hair partners with Universal Pictures’ upcoming comedy ‘Ted’
ENGLEWOOD CLIFFS, N.J. — Unilever’s Axe Hair brand for men has teamed up with Universal Pictures’ upcoming comedy “Ted” to create a partnership that speaks to the irreverent nature and humor of both the film and the Axe Hair brand.
Complete with branded digital content and television commercials starring the film’s title character, Ted, and directed by “Ted” and “Family Guy” mastermind Seth MacFarlane, the partnership takes a comedic look at the interactions between guys and girls. “Ted” hits theaters on June 29.
Much like Ted’s character in the film, the Axe Hair content shows that Ted is able to get away with anything due to his soft "Teddy Bear Hair" and unmatchable confidence. In the commercials, Ted puts the moves on his dinner date and shares the secret to his confidence, Axe Hair styling product, with a nearby couple at the restaurant.
On June 22, Axe Hair will premiere the full-length, racy version of the content, appropriate for mature audiences only, as well as a shorter, general audience-friendly version online at YouTube.com/AXE. The shorter spot also will live online on Facebook and will hit broadcast television on July 2.
There also will be an on-screen cameo by Axe Hair when the movie hits the big screen on June 29. In the bathtub scene, Ted uses Axe Anti-Dandruff 2 in 1 Shampoo + Conditioner to achieve soft, touchable "Teddy Bear Hair" before a big night out.
NRF appoints VP retail technologies
WASHINGTON — The National Retail Federation has appointed a retail technology veteran to serve as its VP retail technologies.
Effective July 2, Tom Litchford will lead and manage NRF’s Association for Retail Technology Standards and the exclusive, invite-only CIO Council. He will be responsible for developing and enhancing strategic programs, activities and relationships with retail and technology communities both domestically and internationally.
Litchford comes to NRF from Microsoft, where he directed the planning, development and execution of strategic partnerships in the retail and hospitality industries. In addition to serving in various roles at Microsoft, Litchford also was director of business impact modeling for NCR’s retail solutions group, where his team worked with retailers to help them understand the business impact of implementing various technologies.
Litchford — who will step into his new role as ARTS longstanding executive director Richard Mader will retire — will report to Vicki Cantrell, SVP of NRF’s communities and executive director of Shop.org.
Shoppers continue to exhibit budget-conscious behaviors, research finds
JACKSONVILLE, Fla. — The purchasing behaviors of consumers continue to reflect the ever-challenging economic climate, according to a new report from Acosta Sales and Marketing.
In its biannual "The Why? Behind The Buy" report — which was produced with research from a random sample of 1,098 shoppers via Acosta’s proprietary ShopperF1rst online survey — Acosta has revealed insights into the behavior and buying patterns of today’s shoppers, as well as tips to help consumer packaged goods and retail marketers adapt to the ever-evolving shopping landscape. Some key findings included:
Shoppers making less than $45,000 are purchasing groceries less frequently from "quick trip" channels, such as drug and convenience stores, while shoppers with incomes more than $100,000 are increasing visits to mass merchandisers;
Despite divergent shopping behaviors, shoppers with annual incomes of less than $45,000, as well as shoppers with annual incomes higher than $100,000, are making purchasing decisions based on similar factors, including price. For instance, 55% of shoppers surveyed bought more items on sale than last year, 71% planned their trip before going to the store; 88% of shoppers have bought buy-one, get-one offers and 50% of shoppers cut coupons. And although they are trying to save money, grocery shopping budgets have risen 11% due to higher unit prices;
Shoppers are creatures of habit: 84% of respondents reported buying what they have bought before, while 3-out-of-10 plan to continue purchasing store brands even when their budgets increase;
Today’s consumer is a multichannel shopper, moving across store channels to find the best deals and products. This is especially prevalent among higher-income shoppers, Acosta said;
Digital marketing helps shopper productivity: Shoppers primarily use digital for pre-trip planning, with 36% logging onto home computers (mainly to find coupons) and 20% visited brand and retailer websites.
"Today’s purchasing and marketing trends are reflective of a continued challenging economic climate," Acosta president and CEO Robert Hill said. "Shoppers are still budget-conscious, leading marketers to use discounts to spark demand. By helping CPG and retail marketers truly understand current and future shopper needs, and providing strategies to address them, ‘The Why? Behind The Buy’ can help them capture a greater share of consumer dollars."
To access the complete "The Why? Behind The Buy" report, click here.