The week in marketing

Marketing, Wednesday, 21 October 2009, 12:00am,

- Lavazza makes date

Italian coffee brand Lavazza has launched its 18th calendar and a European advertising campaign. The 2010 Lavazza calendar illustrates 'The Italian espresso experience' using photographs inspired by six well-known Italian arias, including Nessun Dorma and Con te Partiro.

- Bmi in rugby virals

Airline bmi has launched a viral campaign to promote its sponsorship of the England rugby union team. The ads, which have innuendo-laden titles including 'Hooker' and 'Stud', feature England internationals Phil Vickery and Lee Mears appearing alongside members of bmi's cabin crew.

Watch the viral ads at www.marketingmagazine.co.uk

- Moustache appeal

The Prostate Cancer Charity has launched its annual Movember campaign, which encourages men to grow moustaches to raise funds and boost awareness of men's health issues. Brands including LoveFilm and Burton are partnering the initiative, which aims to raise more than last year's £2.4m.

- MTV adds Viva

Viva, MTV Networks' replacement for the TMF channel, will begin broadcasting on 26 October. The launch will be supported by a seven-figure TV campaign, backed by 48-sheet outdoor activity. The work was created and produced by ad agency Quiet Storm, and focuses on the phrase 'Up your Viva!'

- Harvester's £2m task

Harvester, the Mitchells & Butlers-owned restaurant chain, has handed its £2m ad account to St Luke's. The agency has been briefed to promote a fresh menu and positioning for the brand. St Luke's won the business following a two-way pitch; its first work will be rolled out in 2010.

- Npower's ideal woman

Npower has introduced an additional Aardman-created brand character as the face of its energy-efficiency activity. The character, called Penny, is designed to be the 'ideal woman', with the face of newsreader Fiona Bruce and smile of The One Show presenter Christine Bleakley. She has been unveiled as Npower launches an Energy Saving Week website.

- EU anti-smoking ads

The European Commission has created an animated series of 'superhero' anti-smoking ads aimed at young people. Each 90-second execution shows a young European calling on three of 12 superheroes featured in the campaign for help in dealing with tobacco.

Watch the ad at www.marketingmagazine.co.uk

- ECB in Twenty20 tie

The England & Wales Cricket Board has announced Friends Provident is to become the title sponsor of its Twenty20 competition under a three-year deal. The tournament, which is to switch to a league from a knockout format, was previously sponsored by Npower. The pensions and life insurance company has sponsored the 50-over Friends Provident Trophy for the past three years.

Read Ed Kemp on sports at marketingmagazine.co.uk

- Greene King bottles it

Greene King has launched a viral ad campaign showing a musician playing Beethoven's Ode to Joy on bottles and pints of its Old Speckled Hen beer brand. After viewing a home video sent in by Jonathan Vincent, the brewer paid for his performance to be professionally filmed in a London pub.

Watch the video at www.marketingmagazine.co.uk

- Matalan Hollyoaks tie

Matalan is using its title sponsorship of Channel 4's The Hollyoaks Music Show to raise its profile online. The high-street retailer has launched a microsite, created by Code Computerlove, for the spin-off series and is promoting the tie-up via a Facebook social media campaign. The Hollyoaks cast has been dressed in Matalan's most recent collections for the show to reinforce the brand's relevance to a young, fashion-conscious audience. The 30-minute show features live bands and airs on T4 on Saturday mornings.

Read Jeremy Lee on media at marketingmagazine.co.uk

- Tesco delays BOGOF

Tesco is launching a 'Buy one, get one free - later' service to reduce household waste. The initiative allows shoppers to pick up their free item at a later date when they need it. The supermarket is also offering customers a home-energy advice service on insulation and renewable energy. Chief executive Sir Terry Leahy said Tesco is committed to becoming carbon neutral by 2050.

- Empire covers poll

Bauer's Empire magazine is publishing its December issue with 10 different covers to promote its most-popular movie icons poll. The line-up of characters from the past decade was compiled from an online poll of readers which attracted more than 16,000 votes. Empire marked its 20th anniversary this year with a special edition guest-edited by film director Steven Spielberg.

- NI adds to Painter job

Rob Painter, who was recently promoted to the role of portfolio, strategy and planning director at News International, will also cover the position of marketing director for The Sun and News of the World on an interim basis.

- Lastminute.com backs winter breaks

Lastminute.com is rolling out a viral campaign starring ex-weatherman Michael Fish to promote its range of winter breaks. The film shows a man walking down a street in his underwear, before having snowballs thrown at him by the former BBC forecaster, who infamously failed to predict the hurricane that hit Britain in October 1987.

Watch the ad at marketingmagazine.co.uk

- Ad body chases £2m

The Advertising Association (AA)'s chief executive Tim Lefroy has made a one-off appeal to members to raise £2m in funding. Lefroy claims the top six lobby groups attacking the ad industry have a combined budget of more than £50m, whereas that of the AA is less than £2m. He has also hit out at the 125 pieces of legislation introduced over the past five years to control advertising.

Editor's comment, page 27

- Cole website launched

Polydor has unveiled a website to support singer Cheryl Cole's debut solo album. The launch of the site, which was developed by Clusta, coincides with the release of the single Fight for this Love. It features pictures taken by the fashion photographer Nick Knight, and fans will be able to click through to online retailers to buy clothes similar to those worn by The X Factor judge.

- Hovis backs Poppy Appeal

Hovis is supporting the Royal British Legion's annual Poppy Appeal. The bread brand is rolling out a limited-edition poppyseed loaf which will be promoted in a press and TV ad campaign created by MCBD.

The press ad reads 'Here's to our soldiers' and shows a piece of Hovis toast being dunked into a boiled egg. Hovis is pledging 4p to the appeal for every loaf sold and aims to raise £100,000. The TV element of the activity will break on 2 November.

In a separate initiative, the Royal British Legion is targeting younger supporters using a virtual character called Poppy who will front a microsite and virtual world called Legion Live. The site launches early next month, and Poppy will write blogs, leave comments in chat forums and post messages on social-networking sites.