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To support launches in 12 new markets with a twist that reflects its
“health spa in a can” positioning Airforce Nutrisoda is holding press
events at a high-end premium spa in each city.

 

The first event was held in Chicago at The B Spot Chicago a salon that
specializes in eyebrows and lashes. For two hours approximately 110
journalists sipped on complimentary Nutrisoda and Nutrisoda cocktails
like the Face Lift (sparkling wine and Radiant Nutrisoda garnished with

Zone Labs an Internet security software manufacturer just
“strategically lost” 5 000 wallets on the streets of San Francisco to
raise awareness of online identity theft and promote its product as a
solution.

 

Wallets contained collateral directing consumers to report their find
at a custom web site; everyone who did was entered in a drawing for 500
gallons of gas. The connection between gasoline and Internet security?
The web site told visitors: “Identity theft is skyrocketing—just like
gas prices.”

 

Unilever’s all laundry detergent ended a two-week single-market
mobile campaign aimed at driving home a key product attribute. The
exteriors of the two “small & mighty Clothes Buses” were covered
with 32 loads of shirts pants pjs and socks. The message: One
container of all can tackle an awful lot of laundry.

Is it possible for ceos to show a little too much love for the events
they sponsor? Apparently the answer is yes and the top boss of Exelon
found out the hard way.

 

Exelon is sponsoring the seven-month run at Chicago ’s Field Museum of
“Tutankhamun and the Golden Age of the Pharaohs ” the blockbuster
touring exhibit. At the opening ceremony an Exelon exec was given a
chance to address the audience. He mentioned that ceo John Rowe was
such a big fan of Egyptian antiquities that he keeps a 2 600-year-old

Ikea stormed into New York City during the International Contemporary
Furniture Fair with a street campaign that brought the chain to life.
The catch? The retailer wasn’t invited to the event.

 

Instead Ikea set up shop across the street from the Jacob K. Javits
Convention Center the fair’s home with its own Ikea Everyday
Fabulous exhibit. Inside the retailer showed off its wares and talked
up the furniture’s role in relaxed living environments. The company