CLIENT

Top brands including Coca-Cola, Nestle and Gillette are testing a new in-store TV advertising medium. The programme, on trial in Safeway in North London, features a six-minute loop of silent ads for 12 non-conflicting brands, which is aired for14 days on screens in supermarket aisles. The scheme is controlled by satellite and can be tailored for individual stores or changed at short notice. Retail Television Network, the company that operates the programme, is planning to launch in the Carlton Meridian and Anglian TV regions before a UK roll-out later in the year. Marketing Week

Top brands including Coca-Cola, Nestle and Gillette are testing a

new in-store TV advertising medium. The programme, on trial in Safeway

in North London, features a six-minute loop of silent ads for 12

non-conflicting brands, which is aired for14 days on screens in

supermarket aisles. The scheme is controlled by satellite and can be

tailored for individual stores or changed at short notice. Retail

Television Network, the company that operates the programme, is planning

to launch in the Carlton Meridian and Anglian TV regions before a UK

roll-out later in the year. Marketing Week





Pepsi has signed a pounds 100,000 deal to sponsor the UK five-a-side

football championships through its Pepsi Max brand. The move is part of

its campaign to wrest ’ownership’ of British football away from rival

Coca-Cola. The new sponsorship will give Pepsi the rights to serve its

drinks at the final, as well as brand exposure at all levels of the

competition. Fifteen thousand teams and 120,000 people will participate

in the championships. Twenty regional heats will culminate in a

televised final at Hackney Marshes in London. Sky Sports is believed to

be negotiating the rights for two one-hour programmes covering the

event. Marketing





Mars is taking on the functional food market by promoting the benefits

of the way it manufactures chocolate, which it claims can reduce heart

disease. The confectionery giant is sponsoring research in the US that

has made preliminary claims that cocoa beans used to make chocolate

contain naturally occurring polyphenols - plant compounds that can

reduce the risk of heart disease. However, the claims have riled the

Food Commission, which says they are nothing more than a move designed

to sell more chocolate bars. It accuses Mars of keeping the fats and

sugars in their products hidden in its small print on wrappers.

Marketing Week





Irn-Bru, the soft drink brand from the AG Barr stable that has become a

Scottish institution, is stepping up its assault on the English market

with its first national TV campaign south of the border. The news comes

as Irn-Bru completes a six-month test in 100 New York stores to gauge

the popularity of the brand in the US. The results will be evaluated

next month. Irn-Bru is Scotland’s top selling soft drink, outselling

Coca-Cola, but has only a 3.2 per cent share in England and Wales.

Marketing





Jeans company VF Northern Europe is launching a Denim 42 range under its

Lee jeans brand. VF, which also owns the Wrangler label, is pouring

pounds 6 million into the pan-European roll-out of the range of jeans

and jackets over the next four weeks. The range is aimed at 15- to

25-year-olds and comes in six washes from very light to dark blue. The

jeans feature five fits for women and four for men, and are made from a

new shinier and minimal-shrink fabric. Marketing Week





The Government is planning a high-profile campaign to encourage people

on low incomes to take out stakeholder pensions. Alistair Darling, the

social security secretary, will launch stakeholder pensions on 1 April

next year. They are aimed at people with an income of between pounds

9,000 and pounds 18,500 and will have a maximum annual charge of 1 per

cent. The pensions demand a minimum contribution of pounds 20 per month

and a maximum contribution of pounds 3,600 per year. Campaign.