Youth

News

Build-A-Bear makes tracks for Canada

No doubt a lot of Canadian children tuck teddy bears in at night, but probably not many of the stuffed animals were actually created by their pint-sized nurturers. That’s about to change as St. Louis, Mo.-based Build-A-Bear Workshop expands north of the border.

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DVDs: The Next Big Thing?

Marketers tapping into DVDs with cross-promotions and tie-ins

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Athletic footwear marketers combine street, style and sport

It used to be that to sell sneakers, all you needed was a top sports star and a solid performance running shoe. But an onslaught of new and revamped players, some focused on their fashion-forward styling, have been heating up the category in the last few years.

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DFO targets youth with singing bovines

Dairy Farmers of Ontario are using zany, animated singing cows, as well as an expanded phone-in contest, to drive sales at retail.

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Playland leaves a lasting impression

New advertising for Vancouver’s Playland suggests it is such an exhilarating place, you’ll look like you just stepped off a roller coaster even after you’ve settled in back at home.

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There’s nothing quite like the zoo

A cat dressed as the king of the jungle might elicit a few laughs from friends, but it’s a far cry from the awe a real lion is worthy of. That was the thinking behind a campaign by Calgary-based agency Parallel for the Calgary Zoo.

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Is sub-viral parody of your brand a good thing?

About a month ago, sneaker maker Puma got a huge boost in buzz.
Hipsters, fashionistas and Internet junkies set the message boards ablaze and servers humming by distributing and downloading the greatest print ad Puma had ever conceived. But there was a problem: Puma never commissioned the ad.

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ATI makes a play for mainstream gamers

Size doesn’t matter – speed does. In the high-stakes world of graphics processor technology, or video cards, ATI Technologies has just grabbed the lead, which is potentially worth hundreds of millions of dollars. Now it’s faced with the task of exploiting it.

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U.S. cattlemen to girls: beef is cool

What’s the deal?
The National Cattlemen’s Beef Association (NCBA) of Centennial, Colo. launched the Cool-2B-Real Web site (cool-2B-real.com) in December 2002 in an effort to get girls aged eight to 12 to eat meat, and namely beef.

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Brands on wheels

The Oscar Mayer Wienermobile still turns heads, and the Hershey’s Kissmobile still gets waves – but lately some marketers have shifted the brands-on-wheels concept into overdrive.

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Seed, then sample

Sampling is increasingly being integrated into the overall marketing mix for almost every consumer product launch. Getting the goods out on the street is a vital component to brand awareness pushes, product launches and trial. Targeted, focused and ROI-driven sampling campaigns are increasingly preferred over mass blow-outs.

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B.C. Dairy Foundation targets teens

How strange would life be without a body? That’s the question explored in a new campaign for the B.C. Dairy Foundation in an effort to make milk cool to teens.

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Barbie gets Britney-fied for the tween set

What’s the deal?
Barbie goes urban.

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The lowdown on grassroots

Promos, contests, guerrilla tactics all are being increasingly employed to reach youth.

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Youth brands eager to tie in with gaming industry

As surely as the Detroit Red Wings are a popular team for aficionados of the video game NHL 2003, games and platforms are likely to top wish lists this holiday season. Marketers who pursue the Nintendo generation are naturally aware of the category’s high status among the target group, and many are eager to snag cachet by association, through promotional deals with gaming console and software companies.