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Unilever, Sunbeam Back ‘DeGeneres’ Marketing Program

BY Allison Cerra

NEW YORK Unilever and Sunbeam have been named exclusive national sponsors of “Wish You Were Here,” a joint AOL/Warner Bros. Television Group (WBTVG) marketing program for “The Ellen DeGeneres Show,” according to Marketing Daily.

As part of the marketing program, Unilever’s All small & mighty concentrated laundry detergent is directing a nationwide eco-education program and contest called “Search for the Greenest Grade School in America.” The grand prize-winning school will get $50,000 toward building an eco-friendly playground, among other prizes.

As a supporting sponsor, the Sunbeam Rocket Grill will get prime online branding through the site and integration as an audience prize on the TV show.

“Ellen is one of the most popular personalities on television, and we are excited to partner with Telepictures to create this program that connects Ellen with her fan base across the country,” said Kathy Kayse, EVP of AOL Brand Solutions.

The 10-week program, available at ellen.aol.com, is a cross-platform collaboration between AOL, WBTVG and its Telepictures Productions unit. Visitors to the site can upload their stories, photos and videos with their pitches. DeGeneres will use the stories on her TV show and visit the winner in December.

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CVS launches campaign recognizing women’s roles as caregivers

BY Antoinette Alexander

WOONSOCKET, R.I. CVS officially launched on Tuesday a new campaign honoring women, who make most of the health care decisions in their families.

The multi-faceted national campaign, dubbed “For All the Ways You Care,” recognizes women’s roles as nurturers and caregivers.

“Our research showed that women find enjoyment and reward in their roles as caregivers, despite sacrifices,” stated Helena Foulkes, senior vice president of marketing and operation services for CVS. “This campaign is an opportunity to celebrate these women and to show that we understand what it means to care.”

The campaign includes a television ad portraying a woman’s acts of caring. At the end of the ad, the woman is revealed to be a CVS pharmacist. The television spots will air during prime time national programming reaching women aged 35 and older. Such programs include “Dancing with the Stars,” “Extreme Makeover Home Edition,” and the “Oprah Winfrey Presents: Mitch Albom’s For One More Day.”

The campaign also includes a new Web site where people can share stories and inspiration. The site, located at www.ForAllTheWaysYouCare.com, will further develop over time as an online community dedicated to caring. In 2008, CVS will honor 10 people for their inspirational stories, selected by a panel of women. Online banner ads and CVS marketing vehicles will drive traffic to the site.

Hill Holiday of Boston created the campaign for CVS. Acme Filmworks of Los Angeles designed animation for the campaign. Recording the “Ordinary Miracle,” for the television spot was singer and songwriter Kathy Fisher.

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Target to offer flu shots at more than 1,300 locations

BY Drew Buono

MINNEAPOLIS Target will be hosting Flu Shot Clinics throughout October in approximately 1,380 stores of the company’s 1,537 stores in preparation for the upcoming flu season.

Theraflu will sponsor the event in partnership with Novartis. Northstar Partnering Group will provide certified healthcare professionals to administer the shots.

The clinics will be held on Oct. 13, 20 and the 27th, on a first come, first served basis. People aged 9 years and older are eligible for the shot, which will cost $29. Guests with qualifying health insurance plans may be entitled to receive the shot for a reduced cost, depending on their coverage. Guests are encouraged to visit target.com/flushot or call 1-877-RX-TARGET to learn more about participating locations and scheduled dates in their area.

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