Youth

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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.

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Modrobes signs with Toronto Rock lacrosse team

The Toronto Rock lacrosse squad isn’t your typical sports franchise, and Modrobes isn’t your typical fashion brand. That’s why a sponsorship deal between the two entities was a no-brainer for Modrobes founder/designer Steven Saldebus.

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Biking is serious business for Martin’s

People that are into downhill biking are usually seriously into it, and therefore, they’re also seriously into the gear – shocks, grips and apparel. That’s the message conveyed in a new campaign by Toronto agency Flavour for the specialized bicycle shop, Martin’s, of Southampton, Ont. (about 230 kms north of Toronto).

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Open your eyes

Youth marketers, if you want to blow the doors off the teen market, then take some advice. Stop believing the hype about teens being ‘unreachable.’ Forget research. Save your money. And flatter them.

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Pizza Pizza serves up Net radio

Now you can order some Shakira along with your pepperoni double-cheese. Toronto-based chain Pizza Pizza has unleashed a new Web site, ‘Hot & Fresh Radio,’ where youth and young-minded adults alike can tune into six different Internet radio channels, encompassing genres from ‘hot urban’ to ‘club.’

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Record labels sing new marketing tunes

‘A whole generation of young people is growing up believing they don’t have to pay for music’ and technology is letting them get away with it. That’s the number-one reason why music sales are plummeting around the world, says Brian Robertson, president of the Toronto-headquartered Canadian Recording Industry Association (CRIA).
But desperate circumstances often produce desperately creative counter-measures, which is why marketers are coming up with a fascinating variety of fight-back efforts, from anti-piracy education campaigns to a slew of premium and incentive schemes.

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Promos equal traffic on kids’ Web sites

An animated question mark with arms and legs strolls along the road at ‘The Spot,’ the opening page of Teletoon.com, the Web site for the Toronto-based national animation channel.

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‘Circus-like’ kids’ wear chain poised to shake up Canadian market

A new kid on the children’s wear block in Canada seeks to curb the impatient whining of pint-size consumers by adding sizzle where it counts – in the store. Orchestra, a Paris-based retailer, recently landed in Complexes Des Ailes in Montreal (the former Eatons space) with a 3,000-sq.-ft. shop.

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Future Shop goes to the drive-in to push DVDs and woo kids

Standing in front of a blue-screen, little Suzie or perhaps little Bobby makes a peace sign. Over on the 27-inch monitor, beside the blue screen, a scene from Disney’s animated smash-hit movie Monsters, Inc. is displayed. But it’s a little different: in between the giant, blue creature, Sulley, and his sidekick, Mike, the cute walking eyeball, is little Bobby with his peace sign. He’s a part of the movie, and he can take home a photo of himself with the lovable creatures.

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Marketing Jujitsu

If no marketer has yet to coin the term, let me be the first: Marketing Jujitsu, or Corporate Jujitsu, if the former term is taken.