Jaffe Juice

formally known as J. Walter Thompson has just come out the closet.

JWT Chicago Joins Offices Around the World to Mark Agency's "Birth Day" with Great Fanfare. New Creative and Performance Metrics, Corporate ID Introduced to Global Workforce

The sheer balls of relaunching as a billion dollar startup deserves my accolade today.

I wish them well and ultimately, the proof of the pudding will be in the tasting.

Ok, so that title made no sense, but what does make sense is to give props to Moby who is one of the most innovative marketers out there (the fact that he is a musician is incidental)

Moby has done many things in the past to promote his music such as give it away to commercials and movies such as "The Beach"

In his latest, foray he has placed a 7 minute free preview on iTunes (exclusive) for his upcoming album, Hotel.

Very Very Smart. Check it out.

Discovery have hired my good friend, Andrew Snyder, who is truly one of the great ones. Discovery’s ‘er discovery is ESPN’s loss. I’m sure he’ll do really well there and above all, will help Joe Abruzzese move forward...

On a complete tangent, what’s the deal with the trades who – when reporting on a new hire – mention that company A has “tapped” person B. What exactly is a tap? Is it like a knighthood? Does Joe Torre tap a player when he has been called up to the Big Leagues?

To me, a tap (on the shoulder I would imagine) is a very subtle but underwhelming gesture. Why not a whack, a slap, a hug, a hoist, a toast…I don’t know, it just bugs me almost as much as a “pass” (I’ll fill you in on that peeve another day, but sufficed to say, if I’m pitching you, don’t every tell me you’re passing as I will fail you…or the very minimum call you out in Jaffe Juice)

I have to take a moment to express my disappointment at the TV campaign from Embassy Suites.

"They chose you for a reason; you chose Embassy Suites for a reason" is the unifying idea and call to action, accompanied by a proof point such as, "...like the two room suites."

The 30-second spot I saw was really humorous, but not until the 25th second or thereabouts was there even a hint of a) who the ad was for and b) any reason why a prospective businessperson should even remotely decide to find out more or select Embassy Suites.

Worse still...the final frames of the commercial featured a toll-free number and not the Website/URL.

This is one of those cases which is simply unacceptable - leaving out the website. It just doesn't make any sense.

30-second spots have got such an uphill battle to fight that 25 seconds of generic messaging won't cut it...arguably they might keep the viewer intrigued enough to keep watching (ONCE!) but will they put bums in rooms? I doubt it.

Unbelievable story of how an unknown reporter, with a false name, working for a tiny organization (Talon News) gets a White House Press Pass AND gets to ask a completely politically loaded question.

Then, after incredibly controversy and the fact this reporter is linked to gay porn and naked pictures are sent around the Web, the site is forced to close down, albeit temporarily for a "redesign" (insert "bullshit" cough here)

This is communal transparency - you will be found out sooner or later.

Washingtonpost.com Research study

OK, so WP.com produces a self-serving study which states the people who use the Web...use the Web (as opposed to TV) for things like news. Seems though that the Web versus Newspaper (read: Washington Post) portion of the study got left out :)

Anyway, it makes total sense given the fact news is 24x7 on the Web versus the "appointment viewing" offered by Television.

Also doesn't hurt that TV News is neither fair not balanced anymore....

Step 1: See a weird TV ad with no branding whatsoever except a URL: getroyfamous.com - definitely think it's a Burger King ad and that Crispin is losing their edge

Step 2: after forcing down puke in the form of another fake flog, I get to (trumpet sounds) the corporate website wihch is really just the V-cast Verizon partnership in the form of a fairly interesting competition

WSJ.com - Viacom Posts $18.44 Billion Loss On Radio, Advertising Charges: "Viacom Posts $18.44 Billion Loss
On Radio, Advertising Charges
By JOE FLINT
Staff Reporter of THE WALL STREET JOURNAL
February 24, 2005 3:00 p.m.
Viacom Inc. took an $18 billion fourth-quarter write-down on its radio and outdoor-advertising units, acknowledging weak market conditions confronting both businesses, while also forecasting tepid growth for the overall company in 2005."

Classic misdirection away from television to the dogs or goats of radio and outdoor (which, make no mistake deserve their fortunes)

No mention whatsoever of the Internet, Gaming (except for theme parks - try again), Mobile etc - you get the picture.

Who's laughing now? Clue: His name starts with a M and ends in an EL.

P.S. Whatever happened to Viacom + (codename: window-dress the 30-second spot)

Jewish Hasidic Reggae Rapper - had to share this. It's also another example of what I call "risk-free TV" - if you missed something you shouldn't have e.g. Jon Stewart skewering Tucker Bowtieson on Crossfire, just check it out on the Web....aiiiight

MSNFound....very interesting viral campaign which uses search as the links between touchpoints e.g. from msnfound --> search: hypnodragon --> cy. Using a cast of characters and their "finds", I have to say this is really well done. Fake blogs are risky, but I think they've done this carefully and methodically to be part of something bigger...this also dials into what I would call a new role for advertising, "demonstration" - what better way to sell search than through actually using search. More on this later no doubt, but thus far....me likey.

Google Unveils Movie Showtime Search: "Google Unveils Movie Showtime Search"

There are 4 portals: Yahoo!, MSN, AOL & Google. And if you doubted it before, this is just another proof point of where its/they're heading.

Let's recap: CBS, NBC, ABC and Fox? :)

al.com: TV: "Super Bowl audience shrinks, but still big

Tuesday, February 08, 2005

The most preliminary ratings numbers for Sunday's Super Bowl XXXIX broadcast on Fox are in, and the early Nielsen ratings tally counts 78.2 million viewers.

In fact, if the final national ratings come in close to the earliest numbers from Nielsen Media Research, this could be the least-watched Super Bowl since 73.85 million viewers tuned in for the event back in 1990.
The last time Fox aired the Super Bowl was in 2002, and that broadcast garnered 86.80 million viewers.

Aaah 1990, that was a good year.....

- Although the Bush administration doubled its estimate for bailing out the savings & loan industry to $130,000,000,000, congress appropriated half that figure.

- Former Philippines first lady Imelda Marcos went on trial in the U.S. for fraud charges.

- Michael Milken, the so-called Junk Bond King, was convicted for violating securities laws. He was sentenced to 10 years, fined $200,000,000 and ordered to pay back $400,000,000.

- A House subcommittee determined that Americans were spending $30,000,000,000 a year on weight-loss products or programs that were ineffective or threatened their health.

- Ivana Trump filed for a divorce from Donald Trump.

- 87 died when the illegal Happy Land Social Club burned in the Bronx, New York. Julio Gonzales was later convicted for arson and 87 counts of murder.

- Operation Desert Shield consisted of 527,000 American military personel sent to Saudi Arabia and the Persian Gulf after Iraq invaded Kuwait.

- Officials said the AIDS epidemic was spreading throughout all societal factions in America at an alarming rate. Act Up! members disrupted the opening of The CBS Evening News With Dan Rather, chanting, "Fight AIDS, not Arabs!" The opening segment was re-recorded for broadcast in the western time zones.

- The Supreme Court ruled that police must stop interrogating a suspect after her or she requests an attorney be present.

- "I've fallen and I can't get up!" became a catch phrase due to a frequently-running TV ad for Lifeline, an emergency call necklace marketed to seniors.

- Puppeteer and Muppets co-creator Jim Henson died at age 53 from a strain of strep known as "the flesh-eating virus."

- Kevin Costner won Best Picture and Best Director Oscars for Dances With Wolves.

- TV's Beverly Hills 90210 debuted. Cheers, thirtysomething and Murphy Brown were top-rated shows.

- Hit songs included Escapade by Janet Jackson, Love Takes Time by Mariah Carey, Black Velvet by Alannah Miles, Step By Step by New Kids On The Block, It Must Have Been Love by Roxette and How Am I Supposed To Live Without You? by Michael Bolton.

Crazy similarities with today...but bottom line is that the Super Bowl's audience shrunk EVEN WITH last year's hooplah as one reason to tune in AND an extremely close game.

In this case, maybe little TiVo is smiling as the Brand which steps in to sweep it off its little feet is none other than Apple, as is rumored in this Reuters article. 

"Comcast Expands Ads-On-Demand Service"

This is the beginning of a landmark shift in the way commercials are distributed, viewed, and ultimately priced,

I'll get back to you with more information on the subject...sufficed to say, it's rather crude and elementary right now and I guess, banks on consumers actually seeking out commercials ala their V.O.D. services.

There are several impediments:
1) penetration/adoption of functionality
2) behavioral shift i.e. getting people to change the way they watch TV
3) will people (given the choice) watch ads? D'uh
4) Inventory issues - if I'm seeking a Jaguar ad, will it be there?
5) Priceing - are we talking cost per view here? Is this the genesis of performance-based brand advertising?

"Go Log On To Your Room, Johnny: Kids Rooms Prove Multimedia Paradise"

A new survey from Gallup points out that nearly two-thirds--64 percent--of U.S. teens ages 13 to 17 have televisions in their bedrooms, and 28 percent say they have a computer with Internet access in their rooms....

What struck me with this report was the emphasis being placed on TV (with less being offered up to the Web and especially gaming) What really gave this away was the references to the Kids TV Upfront (see below)

Despite the seeming ubiquity of instant messaging, in what still must be a burst of good news for those following the Kids Television Upfront, home computers haven’t yet reached the saturation point that televisions have--probably because they are more expensive, Gallup says--which may partly explain why only 28 percent of teens say they have one in their rooms.

I don't doubt the research, its methodology and certainly not the company behind it...I just wonder about the people pulling the trigger and their level of awareness/comfort against new marketing avenues.

While I disagree with the expense part of the equation (cost continue to decrease; Dell's sells its Dimension Desktop currently at $439 with terms as low as $14/month), I do think that the subversive aspects of the Web are a challenge. That being said....there are sophisticated enough parental controls; kids aged 13-17 are not exactly dumb AND as deplorable as these cases are, is it possible that they are the exception as opposed to the norm?

Kudos on calling this site, "mybigball" - it's an (w)episodic "viral" attempt to sell a bunch of Sega games (Super Monkey Ball) 

This campaign banks on several key assumptions:
1) People will *want* to tune in and watch the episodes
2) They'll *want* to send them to their friends
3) They'll give up their previous e-mail addresses in order to be reminded to keep tuning in...because let's face it, people are forgetful
4) They'll care enough to pre-order the video game

The key questions from my side are the following:
1) Is the content compelling enough?
2) Is there any/enough incentive to forward to friends?
3) Is there some kind of unique approach undertaken this time to differentiate this against other so-called viral programs?

I'm not convinced to be honest. The episodes are quirky, but I don't know that I care enough to keep coming back. Am I the target audience...no? But still...

I have to say that this effort seems lazy...almost like they're trying to follow a formulaic approach without necessarily challenging themselves to innovate in the process.

I also feel that against the success and heavenly bar set by Beta 7 that Sega sure has made it tough to measure up against previous efforts.

I really do like the approach of an episodic story which leads up to a moment of truth which coincides with a launch such as the game going on sale. The fact that the content is video as opposed to flash animation for example shows a commitment to the space and the fact the quality and production budgets are on the up and up.

My caution to marketers and their agencies is to not fall into a trap of complacency. Keep on raising the bar; keep on experimenting...ultimately your efforts will be judged by the same viral metrics which you so desperately covet.

I receive an MSNBC breaking alert on my MSN Messenger about a "US Citizen being held in Saudi Arabia accused of trying to assassinate President Bush" and click on it to find out more. The article in question isn't even the featured piece. How is this different from the Pepsi-iTunes disconnect between advertising and distribution (no Pepsi's in-store carrying the promotional bottle caps)? 

SEIFERT AND EARLY FOUND GUILTY: "SEIFERT AND EARLY FOUND GUILTY
Jury Returns Verdict on Second Day of Deliberations"

One word: scapegoat. Whether guilty or not....this sends a tremor through the agency world. One that is going to take a long time to recover from.

Let me just say that the agency world became even a less desirable place to work today :(

It was clear to me last night that this is the final season we'll see the Cleavers (Ryan, Randy, Paula, Simon) together. Ryan and Randy were visible bored out of their skulls and Paula and Simon can't stick each other.

On the flipside, the producers are still not able to inject any life into this cash-cow. The voting is still forced and contrived - SMS'ing for Cingular customers only (uh - why don't we just exclude a major portion of the population) and the telephone (operator, give me 911)

Why are we not seeing online registration and voting?

Also, why is the voting procedure so mysterious? Why can't we see the number of votes each person gets (better still, in real time? So what if the person going first appears to have the advantage; it's the opposite on Fear Factor)

Answer: Because there are only about 1,000 warped teenagers that are dialling until their fingers fall off. OK, it's not that bad, but it's not far off...

Jaffe Out

AI v4.0 - this baby's runnin' out of steam 

YAHOO TO WEBCAST 'FAT ACTRESS' TV PREMIERE

Interesting to see the announcement of Y! broadcasting the Premiere of Fat Actress.

Seems like a win-win, especially for Showtime in terms of broadening its audience base. In fact, the model of using a “portal network” to launch a pay-channel series may have legs…

I’m just not sure of the length of time people will spend “watching” the Web ala TV. My gut tells me the number of people that will sit through an entire airing will be few and far between, however I could be wrong. An important stat no doubt would be the amount of duplication between broadband Web users versus people who are likely to already subscribe to Showtime. I would think this to be high, although Showtime (versus HBO) would still likely reach a solid amount of prospects in the process.

I like the idea of using the Web to broadcast pods/nuggets of content – not sure what the length of time is, but I suspect it’s a variety of 2-3 minute clips (ala the Yahoo! Apprentice offering)

I don't believe anything is free anymore. When it comes to your customers, this couldn't be more appropriate. First of all, when you communicate with them you are essentially invading their personal space and sucking up their most precious commmodity - their time and their attention. If you aren't relevant, you have wasted their time.

But the real reason for this post is to talk about market research. This applies to every single customer survey or research you initiate and here's my point: if you're not going to make it worth my while, I'm not going to give you an iota of my time. Period.

Whether you are Nike, Amazon.com or iVillage - you need to reward me for my time - and if you want me to fill out a survey, give me a chance to win something, give me free shipping on my next purchase, offer me a 10% discount on sneakers - you know what I'm talking about. This isn't rocket science, it's just a smarter (and probably more honest - both in terms of your intentions and the responses you'll get) approach.

Reality Advertising Cuts through Corporate Blather � MarketingVOX: "Reality Advertising Cuts through Corporate Blather
Posted by Steve Hall
20 Aug 2003
Ringo: The Great Ringo Advertising Challenge
Reality advertising is a trend in the making. Some corporations are beginning to think that using an ad agency may not be the best way to create an ad campaign. Ringo.com, a networking site like Friendster and Ryze, has put out an RFP to members of Fark, a community weblog with a reputation for ribald humor and photoshop artistry, asking Farkers to create an ad campaign for the company. Ringo is offering a $1,000 prize to the winning entry. "

A great endorsement for reality advertising or open source marketing

This is a simple litmus test - when considering an agency (or a publisher for that matter), check out their website for a pretty good idea of a) to what extent they embrace the web and b) how creative they really are

Agencies do a lousy job at advertising themselves...and if charity begins at home, shouldn't the first place to start be the website itself?

As the 4th season of American Idol begins its looooooooooooooong turn for home, I noticed several small nuances in Coke's ongoing sponsorship of the series. What was once subtle and very classy placements have now become somewhat crass and obvious. Take their red room and accompanying furniture - the sofa now has an ugly Coke swoosh - or whatever they call it. There was also the Coke logo plastered on the screen during one of their moments.

Why the need to be so obvious? Why is this brand underestimating its audience?

Is it just me or is their an awfully lot of advertising the Oscars this year versus previous years.

It's no coincidence that the Triple Crown of Super Bowl - Grammys - Oscars ain't what it used to be.

Certainly was never necessary to promote the hell out of what was supposed to be one of the major mass crowd pullers of the season.

Conde Nast's elaborate trade campaign in the trades - print and online but to name a few - is so sad.

"It's not a subscription, it's a torrid love affair. There's a connection our readers have with our magazines. A connection fueled by passion."

Eminem's 'Mockingbird' Debuts On MSN

In theory, this sounds like a great idea. But in reality, this is so muddled that it makes no sense. People go to MSN to view an exclusive video and get served an ad in return. Yawn. I can live with that. What I can't live with is the fact I went to MSN and couldn't find this exclusive video - and believe me I searched - even on the new MSN search.

This is exactly like Pepsi's expensive chest-beat with their iTunes Stupid Bowl promotion, where - for the second year running - I went into a local supermarket/deli and couldn't find a single Pepsi with a promotional lid.

Oh by the way, I ended up purchasing Mockingbird on iTunes

MediaPost Publications Home of MediaDailyNews, MEDIA and OMMA Magazines: "IAB Sues MediaPost Over 'OMMA' Name"

This is just plain silly...we've gone from the sublime to the ridiculous with 2 new esoteric acronyms: OMMA and MIXX and now the IAB is sueing MediaPost for the name OMMA (which is in part an admission that MIXX SUXX)

Isn't it bad enough that both events in 2005 are scheduled to run AT THE EXACT SAME TIME?

When are we going to grow up as an industry and realize that if we want to play with the big dogs, we're going to need to a) behave ourselves, b) act maturely and c) stop embarrassing ourselves with stupid in-fighting and silly names

Kanoodle.

Clients wonder why they're not receiving new ideas...it's because they're closed to receiving new ideas. They go to conferences, get mobbed by a slew of people who'd like to do business with them, but are 100% closed to hearing what they have to say. They don't carry business cards (the excuse, "gee I forgot them" is such a load of BS) and pretty much treat all pitches the same way, "you need to talk to my agency."

The sad reality is that these vendors would if they only could.

I think marketers have got to take some responsibility here and begin to be a little little guarded. That's all.

Yahoo! News - Shops Form Units For Product Placement

This is like deja vu all over again as Yogi would say. Not long ago, all these agencies opened up branded entertainment divisions - many of which have since been closed down.

They say advertising isn't rocket science, but product placement is even less complicated. My concern remains how long it will take before consumers scream bloody murder and boycott these brand-infested shows altogether.

BRANDED ENTERTAINMENT MOGULS EMBRACE NEW TECHNOLOGIES: "'We need to recognize there's a third person in our marital bed -- technology,' Mr. Frost said. 'Let's rename our union Madison + Vine + Valley and recognize that technology is enabling our audiences to do what they really want to do whenever, wherever.' "

This is valadation big time, albeit 2 1/3 years later. In an interview in one of my Jaffe Juice's on iMedia, I said the following: "Jaffe: I guess my approach would be to insert a third street at the intersection of Madison + Vine, one really well known in the Digital world."

I don't know whether to be ecstatic or depressed about it...but I guess there's a lesson in here somewhere: eventually the truth will come out and eventually change will take place as the inevitable pressure of evolution sets in.

Yahoo! News - Fans watch NBA All-Stars on cable without a hitch: " cable company. The switch of the NFL's Pro Bowl from ABC to ESPN has left baseball as the only major sport with its All-Star Game carried on broadcast "

So I guess there's life after network. Who knew?

Yahoo! News - Hallmark Says Sorry for Valentine's Day Upset

Obviously any site going down is never a good idea or great for business, especially in the case of Hallmark and Valentine's Day...but I think the real story here is how important and central a website can be and/or has become, both as a very legitmate storefront AND a vital cog in consumers' lives.

MediaPost Publications Home of MediaDailyNews, MEDIA and OMMA Magazines

I gotta say...I called this one a couple of weeks ago. Desperate times call for desperate measures.

Last night on the Apprentice, the groups are tasked with coming up with a 30-second spot for Dove for Donny Deutsch. The groups fail so miserably that Donny does not award a winner, because both sucked so badly (his words)

If this doesn't tell the story of the current state of the 30-second spot, then I don't know what does...

Not even the nauseous makegood by Trump at the end when he follows the real Dove spot by saying, "now that's a great commercial" makes up for this debacle!

NEW YORK J. Walter Thompson, the New York-based WPP agency, has a new logo and corporate identity and is rebranding itself simply as JWT.

Worldwide CEO Bob Jeffrey unveiled the identity last week. The agency says JWT is the 'most succinct and recognized iteration' of the agency name, and that the identity signals JWT's 'commitment to change from the inside out.' "

which is kind of like changing Kentucky Fried Chicken's name to KFC

CEO Bob Jeffrey also announced a Copernican shift in the agency's core advertising philosophy. "Time is the new currency," he said. "Our job is to ensure that more people spend more time with our clients' brands. We need to create ideas that people want to spend more time with. The better the idea the more time people will spend with it."

On the flipside, 10 out of 10 for hitting this nail on the head. What remains to be seen is whether they can follow through and walk their talk...

Could the best Super Bowl ads this year be ones that didn't even air?

Case in Point Airborne's (who? what?) bare-butted Mickey Rooney ad, GoDaddy's uncut/unrated version of the sanctioned commercial, Budweiser's lame wardrobe malfunction etc etc etc

The real joke's on FOX this year, the real loser is MEDIA and the real winners are CREATIVITY/viral/the web/publicity/PR/communal marketing - take your pick.

Yahoo! News - Does The Web Know Which TV Shows Will Be Hits?: "The tool, dubbed PropheSEE, combines three elements: technology from Trendum that monitors conversations in chat rooms, news groups and blogs; "

No sh1t sherlock! Seriously, this is smart. Initiative impresses me very much and they are without question asking the right questions and coming up with the right solutions.

Business 2.0 :: Online Article :: Marketing Focus :: MTV2's Two-Headed Dog Isn't Paper-Trained

MarlonB1212: What is the deal with this site: http://www.the2headeddog.com? What is it for? I cannot figure this out, and it's really getting to me. Any thoughts?

Georgie Girl: Dude, it's so obvious you work for a viral marketing company it's painful. I love your use of spelling errors [on a previous posting] to look legit. People, Marlon is a MOLE. He is part of a big paid company to come on and get you to see advertising, but here the "advertising" is wormed into his postings. So let me guess this post won't go into the packet you submit to the client (MTV2 in this case I'd guess) to show how successful you were at getting the teen graphic interested. Ciao liar!

Today's consumer is one step ahead - read all about it in my book (www.lifeafter30.com)

MediaPost Publications

This is great.

"Most of the 27 marketers scheduled to air spots in Fox's coverage of the Super Bowl on Sunday will reach significantly higher concentrations of the people who use their products than they would get buying average TV programming"

Where do I start?

1) The statement above says the Super Bowl basically does a better job than "average TV programming" i.e. the other 364 days of the year. That's certainly not good
2) The index used was 18+ - since when do we use 18+ as our demographic proxy or barometer of success? What happened to 18-24, 18-34 ??????
3) What does this say about wastage - both moral and media? I don't care if Cialis reaches more of their customers this way, I'd still rather joke with my kids about Janet Jackson than have to explain what four hour erections are all about. J

Moonves Predicts CBS Upfront Increases

The upfront dog & pony show begins...

In the wake of Mel Karmazin's departure, Moonves is now performing illusions in front of the adoring crowds. Besides the usual double-digit CPM increase bravado, I find it interesting that the message is now "life after 18-34" when it actually should be life after the 30-second spot...

OK, so here's the verbiage from a 2005 Super Bowl advertiser: “When we developed our media plan for 2005 ... we modeled several different plans that had your typical prime, cable, syndication mix with other high-impact programs and compared them to a plan that had the Super Bowl in it,” said Jeff Cohen, vice president for lens and lens care marketing of Novartis’ Ciba Vision, North America, a first-time Super Bowl advertiser this year. “It was very clear that this was the most cost-effective way to reach our target of women 18 to 34 [years old].”

1. Key 1 - we're comparing alternative TV mixes, as opposed to Super Bowl versus other media touchpoints or non-media options, including experential for example.
2. "the most cost-effective" to reach women 18-34 does not imply impact, attentiveness, memorability, persuasiveness, response and ultimately effectiveness.

It seems to me that we're playing a game of Russian Roulette when it comes to advertising on the Super Bowl. We have to consider the 3 step approach:
1. REACH
2. CONNECT
3. EFFECT

IS A SUPER BOWL AD WORTH $80,000 A SECOND?

Here are the gems:
- Deep analytical research into the ROI of Super Bowl advertising is sparse
- When Procter & Gamble Co. bought into the game for the first time ever last year, the brand it chose, Charmin, was the only one of its top 20 brands to see volume decline in the first quarter.
- Even winning the Super Bowl ad contest is no guarantee of success. Last year’s best-remembered spot, surprisingly, was a 15-second version of an ad for Energizer Holdings’ Schick Quattro that had been running for months, according to Bruzzone Research. Trouble is, 40% of respondents remembered it as an ad for Gillette, vs. 39% who thought it was for Schick.

Proctor & Gamble will debut its new Tide ColdWater detergent on the net before taking it offline and on air later this month.

P&G's last effort yielded nearly one million product sample requests (for “Tide with a touch of Downy”).

The new ColdWater website offers a variety of features, offers and the usual yadda, yadda, yadda.

I'm not sure how they'll be promoting it - dare I say online advertising (blush)

MediaDailyNews 01-31-05

Can't make my mind up on this one...d'oh.

"There is a hidden side to the majority of Super Bowl watchers: sure, they'll cheer the Bud Bowl like drunken louts--but the day after, they'll want to chat about movies over red wine or chardonnay" - ...but will they remember anything they watched the day before is the $2.4MM question!

I respect the fact the study says we shouldn't dumb down our advertising to a fault. I just don't know where this leaves the Super Bowl as a mass event...