THE NEWS HACK'S CREED:
I know more than you.
I make lots more money than you.
I'm smarter than you.
I'm sexier than you.
I appear on TV all the time.
I work ten minutes a day.
I rule the universe.
I'm going to live forever.
You are an idiot.
THE NEWS HACK'S CREED, No. 2:
A lie isn't a lie when it tells THE TRUTH.
THE NEWS HACK'S CREED, No. 3:
I've come to realize that the looseness of the journalistic life, the seeming laxity of the newsroom, is an illusion. Yes, there's informality and there's humor, but beneath the surface lies something deadly serious. It is a code. Sometimes the code is not even written down, but it is deeply believed in. And, when violated, it is enforced with tribal ferocity.
--JOHN "OMERTA" CARROLL.
THE NEWS HACK'S CREED, No. 4:
News isn't news when we don't report it.
PERMALINKS:
THE NEWS HACKS' DICTIONARY
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Wednesday, January 09, 2008
Posted
11:11 AM
by Gene
Kimberly-Clark is launching “Be Kind to Your Behind,” the largest Cottonelle campaign in the history of the brand, with spend expected to approach some $100 million, about a 25% increase over what it spent last year....
The effort from Dallas-based K-C is designed to raise brand awareness and promote Cottonelle’s touted benefits of softness and comfort. “Through research we found that consumers will [pamper] many parts of their body, but they haven’t been doing so for their bottoms, yet they are open to doing so,” said Mark Worden, Cottonelle brand manager....
TV and print ads, featuring Cottonelle’s iconic “spokespuppy,” will highlight how, by using Cottonelle bathroom paper, consumers “can offer kindness and comfort to their bottoms,” he said. JWT, N.Y., is the lead agency, handling primarily TV, which breaks this week, and print, set for Q2.
“Life is tough on bottoms, and consumer experiences like commuting to work on trains and buses gives consumers’ bottoms unintentional unkindness, so we’re bringing comfort to them,” Worden said.
To further promote Cottonelle’s message, the brand is debuting the Cottonelle Comfort Haven bus, which prominently displays the brand’s puppy on the exterior, and features themed comfort areas for consumers to stop by, visit and learn more about the product. Those areas include a comfort-product bar featuring a variety of Cottonelle solutions, such as the benefits of combining Cottonelle Ultra with Cottonelle Wipes; a massage area where consumers can receive chair massages; and a yoga station that offers yoga tips and techniques.
The bus tour kicks off in March in New York and will stop at places like Grand Central and Penn Stations. It will then travel to Philadelphia, Chicago and Toronto, and conclude in San Francisco. Cottonelle will advertise inside and outside of the rail stations the bus visits.
And if this is like most ad campaigns, it will bite us in the behind through junk television.
