CONFECTIONERY Advertising Effectiveness ADVERTORIALS COMPETITION ORBIT COMPLETE SMILing all the way Orbit complete and HELLO! search for the nation s best smile the UK s winning smile as chosen by HELLO! readers SETTING THE SCENE: As part of its 2007 rebrand Orbit Complete was keen to stress the dental benefits of Orbit; the only gum to contain the plaque fighting ingredient xylitol. Orbit s 2009 objectives were still to maintain the gum s health and beauty credentials, but to also strengthen Orbit Complete s brand identity as the good-for-you gum via advertorials in press. Orbit was looking to target ABC1C2 women aged 15-44 who have a very busy lifestyle as a result of trying to juggle both a career and their family. These women will be highly responsive to a quick and easy way to achieve a brighter smile by simply using Orbit Complete. A large number of HELLO! readers fit into this demographic, and can empathise with the notions of not having enough hours in the day to achieve everything that they want and still wanting it all both a career and a family-focused home life.
Y our dishwasher looks clean so it must be clean, right? Not necessarily. As one of the hardest working appliances in the kitchen, used daily in most households, the humble dishwasher goes through a lot. Everyday wear and tear can take its toll. Grease accumulates, limescale builds up and the parts affected are often those you cannot see crockery sparkling. filters, pipes, drains all essential to keeping your So, how can you ensure your dishwasher is thorougly clean and continues to perform effectively? Finish Dishwasher Cleaner, the world s first dual layer dishwasher cleaner, eliminates grease and removes limescale. Use once a month to give your dishwasher an intensive clean, reaching those hidden parts and optimising cleaning performance as well as increasing the machine s lifespan. After all, a cleaner dishwashwer means cleaner dishes! Orbit Complete comes in five great flavours, including Spearmint, Peppermint, Strong Mint, Lemon & Lime and Strawberry, rrp 59p. ADVERTORIAL FEATURE Do you have a winning smile? HELLO! and Orbit Complete are looking for the nation s winning smile of 2009 Chew your teeth clean with Orbit Complete C T hewing Orbit Complete sugarfree gum is a fantastic way to take care of your dental health and give you a smile to Cbe be proud of. As well as keeping teeth clean he search is on to find the nation s best smile. in-between brushing, Orbit Complete also HELLO! magazine, in association with Orbit helps strengthen teeth and gums, rebuilds tooth Complete sugarfree gum, is searching for the winning smile of 2009. So, if you think your smile rivals that of any celebrity, with pearly whites that can outshine those of Julia Roberts and Simon Cowell, then this is the competition for you. The lucky winner will certainly be given something to smile about. Not only will their picture feature in an issue of HELLO!, but they and a friend will also be whisked off on an exclusive two-day break to Monte Carlo, arriving also be given 500 spending money! at their destination in style by helicopter. And, they ll CONFECTIONERY: ORBIT COMPLETE ELEMENTS OF THE CAMPAIGN: The HELLO! team proposed running advertorials for seven weeks in HELLO! s Health and Beauty sections. For four weeks HELLO! ran half page advertorials to educate readers on both the dental health benefits of Orbit Complete and the ease in which Orbit Complete can become part of a regular dental routine no matter how busy the person s lifestyle as demonstrated by Orbit s brand ambassador Louise Redknapp. The educational advertorials culminated in a competition to find the nation s winning smile of 2009. This was promoted in full page advertorials across three issues of HELLO!, full run of site media on hellomagazine.com, in the weekly email newsletter and to HELLO! s online Facebook group. Readers emailed in full head shots of their winning smile, with the ten finalists uploaded onto hellomagazine.com for people to vote for their favourite. The winner had their picture featured in HELLO! and received an exclusive two-day break to Monte Carlo. The campaign really captured the imagination of HELLO! readers and hellomagazine.com users, with 5,500 votes cast in the final on hellomagazine.com. ADVERTORIAL FEATURE The search to find the nation s winning smile is getting closer Meet the finalists of the nation s Winning Smile competition 1 Aged 22, from Dundee H Sarah Eling Erica Baylosis Steve Branston Madonna Blackmore Aged 31, from Essex Aged 26, from Leicester Aged 21, from London 6 How to enter the Winning Smile Competition Simply email a picture of your smile full head shot to orbitcomplete@golinharris. com by Thursday 28 May and you could be in with a chance of smiling like a true celebrity in Monte Carlo. Ten finalists will be chosen conditions and more information about the hellomagazine.com/advertorial/orbit by a panel of judges, including presenter and face of Orbit Complete, Louise Redknapp, enamel and helps freshen breath. It is, in fact, Dental Health Foundation. the only gum to be approved by the British and you will then be able to vote for your WIN AN EXCLUSIVE TRIP FOR TWO TO MONTE CARLO 2 favourite finalist and play a part in crowning the nation s best smile. For full terms and 7 Winning Smile 2009 competition, please visit Esther Kissiedu Joanne Ward Maureen Watt Hana Roberts Aged 25, from London Aged 35, from Derby Aged 26, from Glasgow 3 8 Their fate is in your hands. Vote for the smile you like best now at hellomagazine.com/advertorial/orbit Orbit Complete is currently supporting the British Dental Health Foundation s National Smile Month, which kicked off this week. To find out more, please visit nationalsmilemonth.org. Terms and conditions apply. For full details visit hellomagazine.com/advertorial/orbit/tcs.html It s all smiles with Orbit Complete sugarfree gum Chewing Orbit Complete sugarfree gum is a fantastic way to take care of your dental health and give you a smile to be proud of. As well as keeping teeth clean in-between brushing, Orbit Complete also helps strengthen teeth, rebuilds Aged 34, from London tooth enamel and helps stop acid attacks. It is in Orbit Complete comes in five great flavours: Spearmint, Peppermint, Strong Mint, Lemon & Lime and Strawberry, rrp 59p. 4 9 ELLO! magazine, in association with Orbit Complete sugarfree gum, is running a competition to find the winning smile of 2009. Men and women across the UK have sent us photos of their pearly white smiles, and with the help of judges including presenter and face they have whittled down the entries of Orbit Complete, Louise Redknapp (pictured) to just 10 finalists with smiles to rival any celebrity. 5 Joy Asibey Aged 31, from London 10 fact the only gum to be approved by the British Dental Health Foundation. YOU DECIDE WHO WINS Brad Kenworthy Aged 45, from London Orbit Complete is currently supporting the British Dental Health Foundation s National Smile Month. To find out more, visit nationalsmilemonth.org. What were Orbit s main objectives for the activity in HELLO!? To position Orbit Complete as a must-have for any handbag by outlining the health and beauty benefits, to highlight the fact that Orbit Complete is the only chewing gum on the market which is approved by the British Dental Health Foundation, to reach a large number of women looking for quick and easy ways to keep their mouth healthy and their teeth white, and to introduce Louise Redknapp as the brand ambassador of Orbit Complete. What attracted Orbit to HELLO!? HELLO! has a great audience that adheres closely to that of the brand. The upmarket feel of the magazine tied in beautifully, and the magazine s choice of celebrity content worked well with our partnership with the brand s spokesperson. We were also encouraged by the popular web element which allowed for the voting mechanism of our campaign. How did Orbit find the HELLO! advertising team s creative work and service? The team were incredibly enthusiastic and resourceful, very creative and receptive to our brand needs and always on the end of the phone. WHY HELLO!? Over 600,000 HELLO! readers are ABC1C2 women aged 15-44 1.3 million HELLO! readers like to try new food products 1.3 million HELLO! readers agree there are not enough hours in the day to do everything they would like 1.2 million HELLO! readers are chewing gum users and 300,000 use Orbit Complete Source: NRS Jan-Jun 09 and TGI Apr 08 Mar 09
CONFECTIONERY Advertising Effectiveness FRONT COVER PROMOTION CADBURY DAIRY MILK Cadbury raises the bar with HELLO! Magazine SETTING THE SCENE: At the start of September 2008 Cadbury launched two new Dairy Milk variants, Cadbury Dairy Milk Cranberry with Granola and Cadbury Dairy Milk Apricot Crumble Crunch. A year and a half in the making, the two new Cadbury Dairy Milk variants were selected following extensive consumer insight and experimentation, trialing nearly 200 different flavour combinations. Cadbury Dairy Milk is celebrated for its use of the highest quality ingredients and the new variants were no exception; creating a perfect combination of flavours with generous helpings of juicy fruit and crunchy cereals, 80 years after the first combination Cadbury Dairy Milk Fruit & Nut was created. The launch was supported by a 2 million media campaign entitled Loving Combinations. As part of this campaign Cadbury approached HELLO! to cover-mount either the Cadbury Dairy Milk Cranberry with Granola or Cadbury Dairy Milk Apricot Crumble Crunch on a specific issue during the September launch month. In this way the two new varieties would be trialed by both loyal Cadbury Dairy Milk consumers and potential new converts.
What were Cadbury s main objectives for the activity in HELLO!? Cadbury s main objective for covermounting HELLO! with the two new varieties of Dairy Milk was to build on the success of the Dairy Milk brand by sampling their new variants amongst an enormous customer base of HELLO! purchasers. By cover-mounting approximately 415,000 copies of HELLO! magazine, Cadbury were able to reach a substantial sample of chocolate loving purchasers (see Why HELLO! ). Confectionery: CADBURY DAIRY MILK ELEMENTS OF THE CAMPAIGN: HELLO! has worked with a number of chocolate companies to cover-mount chocolate bars and raise awareness of an existing brand or to allow a new brand to be trialed by the hundred of thousands of women who pick up HELLO! weekly. Building on the success experienced by other chocolate brands, Cadbury approached HELLO! to cover-mount the two new Cadbury Dairy Milk varieties. To promote the launch of Cadbury Dairy Milk Cranberry with Granola and Cadbury Dairy Milk Apricot Crumble Crunch for the September launch in the UK Cadbury covermounted the UK editions, leaving the Eire launch until October, as the variants were to launch one month later in Ireland. What attracted Cadbury to HELLO!? Both Cadbury and HELLO! are well established brands within their own market place. Cadbury Dairy Milk has over 100 years of heritage and continues to be the No. 1 chocolate brand in the UK. Since its launch in 1988 HELLO! has become one of the world s most iconic magazines, with many imitations launched on the back of HELLO! s success. HELLO! provided Cadbury the ideal opportunity to sample their new variants amongst an upmarket female audience in the space of just one week. How did Cadbury find the HELLO! advertising team s creative work and service? HELLO! magazine has a proven and robust operational set-up when it comes to cover-mounting chocolate bars, in terms of blister packing the bars and finishing the entire process to be on-sale in time. Because of this expertise, and being a weekly title, the advertising team were able to turn the Cadbury s cover-mount promotion around in a matter of a few weeks. In addition, the advertising team worked hard to ensure that the UK cover-mount ran on the same issue that Cadbury s had the OBC of HELLO! booked for the Loving Combinations campaign. WHY HELLO!? Nearly 800,000 or 40% of HELLO! readers are classed as heavy consumers of chocolate bars 1.5 million HELLO! readers are consumers of Cadbury chocolate bars more than all women s glossy monthlies 1.2 million HELLO! readers agree they like to try new food products Source: TGI Apr 07 Mar 08
CONFECTIONERY Advertising Effectiveness FRONT COVER PROMOTION LINDT CHOCOLATE LINDT TAKE A MORE TASTEFUL APPROACH TO ADVERTISING SETTING THE SCENE: Lindt & Sprüngli is one of the most prestigious and luxurious chocolate brands in the UK, and as such, wanted to team up with an equally prestigious magazine brand in order to promote their Excellence Range in 2004. Lindt s core objective was to raise awareness. The cover mount on HELLO! magazine allowed Lindt to be trialed by a huge audience of acknowledged chocolate fans.
confident that a sampling exercise would convince consumers of the quality of Lindt chocolate and this would lead to increased brand awareness and ultimately drive sales. By cover-mounting 450,000 bars on UK & Eire copies of HELLO!, Lindt were able to realise these objectives and reach a discerning and affluent audience. What attracted them to HELLO!? Lindt chose to work with HELLO! as they felt HELLO! s brand values best matched their own. Both Lindt and HELLO! are exceptionally well known brand names and are synonymous with indulgence, extravagence and excellence. WHY HELLO!? HELLO! readers are indulgent and extravagant. They frequently treat themselves to things that they don t need and have the disposable income to be able to frequently indulge in decadent purchases. One in five HELLO! readers eat Lindt chocolate (Index 143). Almost a third of all HELLO! readers are HEAVY consumers of chocolate bars (Index 118). A further 10% of HELLO! readers are HEAVY consumers of assorted chocolate boxes (Index 155). How did Lindt find the HELLO! advertising team's creative work and service? Source: TGI Apr 03-Mar 04. CONFECTIONERY: LINDT OUTCOME OF THE CAMPAIGN: Lindt had worked with HELLO! in 2000 to cover-mount a 65gm chocolate bar to great success. Maintaining their relationship with the HELLO! reader Lindt were able to continue their presence within HELLO! by offering a box of Lindt Lindor chocolates to new subscribers. In 2004 Lindt chose to cover-mount their new Crunchy Caramel chocolate bar. It was a great success. Lindt have been working with HELLO! for a number of years, and have come to expect exceptionally high levels of commitment, professionalism and creativity in their dealings with the HELLO! team. The results achieved from the cover-mount exercise exceeded expectations, and Lindt are committed to working with HELLO! in the future. What were Lindt s main objectives for the activity in HELLO!?: In spring 2004 Lindt were about to embark on a major consumer awareness campaign for their Excellence range of chocolates. They felt
CONFECTIONERY Advertising Effectiveness FRONT COVER PROMOTION KITKAT KUBES THE SWEET TASTE OF SAMPLING SETTING THE SCENE: In summer 2004 Nestlé were re-launching their latest brand extension KitKat Kubes and wanted to work with an established magazine brand offering a high circulation in order to allow maximum sampling opportunities. The cover-mount on HELLO! magazine allowed KitKat Kubes to be sampled by a huge audience who were already familiar with the KitKat brand and acknowledged chocolate fans!
CONFECTIONERY: KITKAT KUBES OUTCOME OF THE CAMPAIGN: Over 500,000 KitKat Kubes were cover-mounted onto UK & Eire copies of HELLO! to great success and Nestlé were absolutely delighted with the results. What were KitKat s main objectives for the activity in HELLO!?: Nestlé linked up with HELLO! to help fulfil their primary objective which was to create awareness of their relatively new brand product KitKat Kubes. Activity in HELLO! was timed to tie in with a major above-the-line advertising campaign and allow consumers the opportunity to trial the new product which would help to drive future sales. What attracted KitKat to HELLO!?: HELLO! provided KitKat Kubes with an ideal opportunity to gain rapid access to an upmarket female audience. Being published on a weekly basis, HELLO! s cover-mount activity could be highly targeted to appear at exactly the right time within the overall advertising and promotional campaign. The red and white iconic logos of both HELLO! and KitKat allowed the two brands to gain maximum standout on the news-stand as well as simultaneously linking the brands together in the subconscious mind of the consumer. How did KitKat find the HELLO! advertising team's creative work and service? From concept to reality the KitKat Kube cover-mount promotion with HELLO! was turned around in a matter of weeks. The entire HELLO! team worked efficiently on the KitKat initiative and the speed at which this promotion developed from the initial idea to final sign-off is testimony to the capabilities of all those involved. WHY HELLO!? HELLO! readers love chocolate. They frequently treat themselves and consume a greater than average amount of chocolate on a weekly basis. As such, HELLO! proved to be the ideal title with whom KitKat Kubes should work. The costs involved in cover-mounting products to HELLO! magazine vary according to whether the product is either poly-bagged or blister-packed. Blister packing (as in the case of KitKat Kubes) is the more expensive of the two options. In addition a client needs to bear the cost of providing 450-500,000 units of the product itself (for a fully national distribution including Eire) to be mounted on the front cover. WHY KITKAT KUBES? Over 1.2 million HELLO! readers are KitKat consumers (Index 113). Almost a third of all HELLO! readers are HEAVY consumers of chocolate bars (Index 118). A further 10% of HELLO! readers are HEAVY consumers of assorted boxed chocolate (Index 155). Source: TGI Apr 03-Mar 04.
CONFECTIONERY Advertising Effectiveness ORBIT EDITORIAL SPONSORSHIP READER PROMOTION COMPETITION SMILES ALL AROUND WITH ORBIT IN HELLO! SETTING THE SCENE: In autumn 2003, Wrigley s were looking to launch the latest of their Orbit chewing gum brands, Orbit Ice White, with the strap-line "Helps Keep Teeth Clean and White". Wrigley s wanted to promote the whitening properties of new Orbit Ice White and communicate to readers that regular use of this product would allow consumers to achieve a stunningly white smile. As many celebrities are renowned for their immaculately white smiles, Wrigley s wanted to work with a magazine that was synonymous with celebrity and HELLO! was the obvious choice.
CONFECTIONERY: ORBIT OUTCOME OF THE CAMPAIGN: Orbit Ice White s presence within the pages of HELLO! spanned a total of 35 weeks, ensuring that the Ice White brand was kept front of mind and inextricably linked to achieving the whitest of smiles in the mind of the HELLO! reader. What were Orbit s main objectives for the activity in HELLO!? Orbit Ice White wanted to gain a sustained presence within HELLO! magazine, an iconic title known world-wide for its coverage of A-List celebrities. In order to promote the Ice White brand and its associated properties, Orbit wanted to invest in prolonged activity with their chosen magazine partner. Sponsorship of HELLO! s illustrious beauty pages allowed Orbit a unique presence than spanned over 8 months, all within the allocated budget. This sponsorship activity, combined with the competition pages and exclusive reader offer that ran simultaneously within the campaign period, reinforced Orbit s claim to be the pre-eminent chewing gum brand for keeping teeth clean and white. What attracted Orbit to HELLO!? With Orbit Ice White s claims to help keep teeth clean and white, and its subliminal association with creating the perfect "celebrity-worthy" smile, HELLO! proved to be the natural choice. HELLO! s beauty pages regularly feature the beauty secrets of the A-List stars, whose looks would not be complete without the obligatory A-List smile. By taking ownership of this popular site, Orbit Ice White could communicate in a relevant environment to upmarket, image conscious readers on a weekly basis, the benefits of the Ice White brand. How did Orbit find the HELLO! advertising team's creative work and service? HELLO! s creative team worked closely with Mediacom to ensure that Wrigley s Ice White sponsorship activity would gain maximum presence on the beauty pages within HELLO! The Orbit colour scheme naturally complemented the existing beauty editorial pages and the competition pages were also specially designed to blend in seamlessly to the editorial page. The communication was extended through competition pages and reader offers, and a special feature on celebrity smiles was created specifically for Orbit. WHY HELLO!? With widely respected beauty columnist Nadine Baggott, it s no wonder that HELLO! s beauty pages are extremely popular with readers. Catering to all ages and interests, these 12 dedicated pages a month provide an insight into the beauty secrets of the rich and famous, and ways in which our readers can emulate the beauty styles of their favourite stars.
CONFECTIONERY Advertising Effectiveness FRONT COVER PROMOTION MARS DELIGHT A LIGHTER BITE WITH HELLO! AND MARS DELIGHT SETTING THE SCENE: In early 2004 Mars launched the Mars Delight chocolate bar. Having carried out extensive research Mars found that while women enjoy the taste of the traditional Mars bar, they also enjoy chocolate with both a lighter texture and a smaller, bite-sized format. The new Mars Delight bar met these requirements of chocolate-lovers in the UK: while it mirrors the taste of Mars bar, it is in the form of two 20g bars of milk chocolate-covered rippled wafers, combined with caramel and chocolate cream. A covermounted bar on HELLO! magazine allowed Mars Delight to be trialed by a huge audience of potential recruits and fans!
CONFECTIONERY: MARS DELIGHT OUTCOME OF THE CAMPAIGN: Mars had worked with HELLO! in 2003 to cover-mount a pack of five mini Mars bars, which was a great success. Because of this success, and in order to continue their relationship with the HELLO! reader, when Mars were looking to carry out a large sampling exercise with the new Mars Delight, HELLO! was the obvious choice. So, in November 2004, Mars covermounted 450,000 bars of Mars Delight on UK & Eire copies of HELLO!. In order to promote the cover-mount that week header cards appeared on the HELLO! stands in Tesco stores and shelf talkers in other retailers. The success of the Mars Delight cover-mount is highlighted by the fact that for the week of the promotion HELLO! saw a circulation uplift of 12.5% compared to the average for the six month period. What were Mars Delight s main objectives for the activity in HELLO!? Mars Delight was four years in development, and was seen as an integral part of the Mars re-launch program which had commenced in 2002. Mars felt that a large but targetted sampling exercise would be the ideal way for them to promote the new Mars Delight line. By cover-mounting Mars Delight bars on 450,000 copies of HELLO! magazine, Mars were able to reach a substantial size sample, and a predominantly female, chocolate loving audience - all in the space of one week. What attracted Mars Delight to HELLO!? HELLO! provided Mars with an ideal opportunity to gain rapid access to an upmarket female audience. Both Mars and HELLO! are exceptionally well known brands, with HELLO! accepted as the premium brand within the glossy weekly magazine sector. How did Mars Delight find the HELLO! advertising team s creative work and service? We were delighted to sample new Mars Delight with HELLO! magazine last year. HELLO! magazine was an excellent partner for Mars Delight as it supported our objective of positioning Mars Delight as the confectionery bar that helps you make the most of an already enjoyable moment! What could be nicer than getting a copy of your favourite HELLO! magazine and finding a delicious chocolate bar to eat as you enjoy it! Liz Forder Marketing Manager, Mars Delight, Masterfoods. WHY HELLO!? The costs involved in cover-mounting products to HELLO! magazine vary according to whether the product is either poly-bagged or blister-packed. Blister packing (as in the case of Mars Delight) is the more expensive of the two options. In addition a client needs to bear the cost of providing 450-500,000 units of the product itself (for a fully national distribution including Eire) to be mounted on the front cover. WHY MARS DELIGHT? 695,000 HELLO! readers are Mars bar consumers, 31% of HELLO! readers. Source: TGI October 03 Septemer 04