Take a guess when the ads are scheduled to air. Yep, during morning cartoons.
Squeezing more sales
Faced with wavering juice sales because of concerns about kids' calories, Welch's 100% Grape Juice is pitching itself as a good-for-you family beverage, not just a kid's drink. Welch's has hired wacky food scientist (and Food Network TV star) Alton Brown to be its pitchman.
In new ads, Brown explains the Concord grape is an "amazing little fruit" that produces antioxidants called polyphenols when squeezed.
Food science "can get a little boring," says Chris Heye, Welch's vice president of marketing, and Brown "makes it fun."
In the 15-second ad, Brown explains how the little grape packs a fruity punch to create healthy hearts, minds and immune systems.
In the game
Welch's rival juicemaker Capri Sun is targeting kids with ads in video games. The Kraft brand will be featured in Wii versions of the video game Rayman Raving Rabbids TV Party, due out Tuesday. The game's crazy bunnies create mayhem — and disrupt interactive in-game ads, including some for Capri Sun.
In a cross-promotion, the game and its characters will be seen on 50 million Capri Sun juice boxes. The deal by Ogilvy Digital Innovation Lab came after research showed 98% of boys and 84% of girls in the Capri Sun demographic play video games.
Global media matters
This week, IBM will release the results of its second global online survey of consumers' digital media and entertainment habits. IBM polled more than 2,800 people in the U.S., the U.K., Japan, Germany, India and Australia during the third quarter of 2008. Here's a sneak peek at some of the results.
•76% have watched video on their PC, up from 60% last year.
•35% have watched video on a portable device or mobile phone, up from 22% last year.
•About 70% said they'd prefer an ad-supported model for PC and mobile videos, vs. having to pay to watch those clips.
•More than 50% of those who watch online video say they have reduced the time that they watch TV.
•Nearly 60% said they would provide a company with personal information about themselves — such as age, gender or lifestyle details — in exchange for something of "value," such as discounts to favorite stores or access to high-quality music videos.
ASK THE AD TEAM
Q: What's the story on the (delivery man) in the Miller High Life commercials? Damn, he's good.
• Hugh Hussey, Wilson, N.C.
A: Actor Windell Middlebrooks, 29, is the delivery guy who storms into high-end restaurants and stores and pulls High Life out because being in chi-chi places keeps everyday folks from living the high life. He's been doing Miller ads for two years and has a strong following. He appears at events (next is Nov. 22 in Columbus, Ohio), and Miller spokesman Julian Green says he gets "mobbed."
From Fort Worth, Middlebrooks studied acting at Sterling College in Kansas and the University of California-Irvine and now lives in Los Angeles. He had a recurring role on Comedy Central's Weekends at the D.L. and has appeared on Entourage, My Name is Earl and Veronica Mars.