Nymrad Blog

  • Radio Helps Parents Talk to Kids About Drugs

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    “Can you tell us which one of these kids have tried drugs?” . . . “Ok, see if you can tell which one of your son’s friends has tried drugs.” . . .  “See if you can tell which one of these kids likes to get high.” . . .  “It’s sad, but one of the following kids does drugs.  Can you tell which one?”

     Radio was selected by the Metropolitan Life Foundation to ask the above questions and provide some answers for parents and caregivers.  The campaign, in collaboration with the Partnership for a Drug-Free America, began in April in 13 markets including New York.  The target was parents and caregivers with children between the ages of 9 and 13.  Each 60-second commercial focused on a separate parenting skill:  instilling responsibility in your child; listening to your child; knowing who your child’s friends are; and the importance of supervised after-school activities.

     

     Explains Sibyl Jacobson, president and CEO of MLF:  “Simply talking with children – not only about drugs, but about what is happening in their lives – is an important part of being a parent.  The Radio messages encourage parents to become involved with their children.  They highlight parenting skills that have been proven to help keep kids away from drugs.”

     

     Richard D. Bonnette, president and CEO of The Partnership for a Drug-Free America credits the Radio campaign with making a difference and giving parents the confidence they need to talk to their kids about drugs.  “Metropolitan Life Foundation,” he adds, “has been an outstanding partner in our effort to encourage parents to protect their children from drugs.”

     

     Each Radio commercial includes an offer for a brochure, How to be a Better Parent, which is available in both English and Spanish by calling 1-800-METLIFE.  It can also be downloaded from the website, www.metlife.org.

     


     The Partnership for a Drug-Free America, with MLF funding, also launched a new online, interactive version of the campaign on their website (www.drugfreeamerica.org).  Website visitors will be able to listen to one of the campaign’s Radio messages, view related print ads and download copies of How to be a Better Parent. 

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  • Radio's Intimacy Helps Ronzoni Get Personal with Pasta-Lovers

    "Intimacy and emotion are characteristics not normally associated with pasta. But those attributes are what caused New World Pasta to select local Radio as the sole medium for  a long-term ‘top-of-mind reminder' campaign for its venerable Ronzoni pasta brand.

    "Radio," explains Robert Skollar, executive vice president/executive creative director at GreyWorldwide, Ronzoni's ad agency, "is much more intimate than other media. It helps develop a personal relationship with the brand." And local Radio's 60-second length, adds Gina Sclafani, vice president/associate creative director, "gives you the time to do something wonderful -- it's storytelling that draws you in."

    The ‘stories', in the Ronzoni commercials, are told by an Italian-American man who recalls the brand's heritage -- "Sunday dinner at Grandma's . . . Wall-to-wall Ronzoni pasta with more shapes than you can shake a wooden spoon at . . . Fridays, linguine with clam sauce . . . Sundays, lasagne." The campaign, which began February 12 in New York and other northeastern markets, is scheduled to run at least through the end of September, and Radio's production flexibility will enable the agency to create additional storylines in the same milieu.

    There has been positive reaction from the marketplace and the trade, according to Kenneth Dowling, senior vice president/account management. Adds Stephen H. Vesce, vice president of marketing at New World Pasta: "Our customers are excited about the program because it increases store traffic. Retailers place a high value on Radio because it is the last medium to reach consumers on their way to shop. Ninety-two percent of grocery shoppers listen to Radio when driving to shop. It provides a more immediate return than traditional equity media."

    The commercials have also been produced in 30-second versions, which will enable Ronzoni to partner with retailers via 30-30s -- 30 seconds for the Ronzoni branding message and 30 seconds for the retailer's own message. The campaign is airing on four to five stations in the New York market, selected for their ability to reach women and adults, 25-54. One of the goals, says Dowling, is to raise awareness of the Ronzoni brand among the younger end of that demo. "

  • Radio's Portability Perfect for 7-Eleven's Premium Coffee

    "Choosing to stop for a cup of coffee is often a spur-of-the-moment option. So, when 7-Eleven decided to raise awareness for its Dark Mountain Roast premium brand, Radio was a natural for reaching potential purchasers.

    "We know that our customers make the decision to stop at our stores within minutes of the determination of a need," says Julie Irsch, national advertising manager for 7-Eleven, Inc. "Radio is the best medium to reach people when they are in their cars making this decision to stop for a cup of coffee."

    7-Eleven recognized that the target customers for this product were young adults --18-29-year-old men and women, "who lean toward dark, rich, robust, bold coffee flavors." The company launched a two-week radio flight in early February in 36 markets, including New York, and, to relate to these consumers, it selected actor John O'Hurley (J. Peterman on Seinfeld) as the voice. In a commercial produced by Dallas-based agency, Coffee Black Advertising, O'Hurley says he searched "from the frigid slopes of MachoKalala to the steamy jungles of Rangoon" for the Dark Mountain Roast blend. "After weeks of hard travel, I was losing the will to live..." when he sighted a 7-Eleven store.

    "We felt this approach communicated a mystique around the product and its richness," says Irsch. "We felt John O'Hurley was a great spokesperson because he has the ability to tell a tale and make it sound interesting and outlandish, while still believable."

    In the New York metro, the Radio flight aired on five New York, four Long Island and two suburban New Jersey stations, selected for target audience delivery by daypart, formats and specific coverage of stores. "

  • A Breath of Fresh Airtime for Mint Asure

    "Eight years ago, Breath Asure built brand awareness by using radio as its primary advertising medium. Now, as the company introduces a new product, Mint Asure, it is using radio as the only medium in order to build awareness before the brand hits the stores in the fall. Radio, according to Anthony Raissen, founder and executive vice president, is the exclusive medium for Mint Asure because it provides immediacy, targetability and creative flexibility.

    The initial New York campaign -- 30-40 spots a week on three stations -- broke on May 30 and will run through September. Once the product is available in stores, the number of stations will increase. Radio, says Raissen, "enables us to target our audience more specifically" than other media. "We were able to target on not just the demographics of the audience, but the psychographics as well."

    Since Mint Asure can’t yet be bought at retail, the current radio advertising is direct response, capitalizing on the medium’s immediacy. "We use a toll-free number for people to call and order the mints," Raissen explains. "Each station has a different toll-free number so we can track the results."

    Radio’s production flexibility enables Mint Asure to keep its message fresh (no pun intended), "by constantly changing the script." This, he adds, is in contrast to television "where there are thousands of dollars worth of production.""

  • Radio Captures Local Hispanic Flavor for Clamato

    "The U.S. Hispanic population, according to research from Mott’s North America, is growing five times faster than the general market. But all Hispanics aren’t alike. Buying habits and taste preferences may differ among Hispanics from Mexican, Dominican or Puerto Rican origins. That’s why local radio is a key ingredient in Mott’s new Spanish-language campaign for Clamato tomato cocktail juice. "Radio," says Omar Garcia, brand manager, "allows us to specifically target different segments within the Hispanic market and to attain frequency."

    Radio in 14 markets, including New York, will supplement Hispanic network television because of this targeting ability. "Different Hispanics use Clamato in different ways," says Garcia. Some Hispanic consumers, he explains, drink Clamato with un toque de limon ("a touch of lemon"), while others prefer salsa picante ("hot sauce").

    "The Hispanic market is different throughout the U.S.," he points out. "Radio spots in New York and Miami, for example, are more neutral, while those west of the Mississippi tend to be more targeted toward Mexican Hispanics." The radio campaign, which is airing on three New York area stations, began in April, will intensify during the warmer summer months and will run through September. The radio, as well as TV and outdoor advertising, was created by Dallas-based ad agency, Dieste & Partners.

    All of the Clamato advertising employs a new tagline, "clamato le pone sabor al momento" ("Clamato adds flavor to the moment."). Mike Judlow, Mott’s vice president of marketing, reiterating that, "our research shows Latino consumers use Clamato in a variety of ways," adds that,"we want to position our product as a delicious-tasting drink that enhances the time you share with family and friends."

    The core target for the campaign, according to Warren Harmel, managing partner of Dieste & Partners, consists of "Spanish-language Clamato users who are married with children.""

  • NY Radio Only Ad Medium for NuVim

    "NuVim, a new ready-to-drink beverage designed to enhance the human immune system and help maintain healthy joints and muscles will be launched June 5 in the New York Market via a radio-only advertising campaign targeting adults, 35+.

    The drink, a result of 35 years of clinical research and development by Cincinnati-based Stolle Milk Biologies Inc., contains the micro-nutrients, LactoMune and LactoActin, and will be available in the dairy departments of major area supermarkets in four flavors -- fruit symphony, orange tangerine, pink grapefruit & berry and strawberry vanilla

    Because of the somewhat complex history of NuVim’s development, Richard P. Kundrat, chairman and CEO, says, "We needed radio’s 60 seconds. Radio gives us the ability to tell the story." Pointing out that there is "no TV and no print," Kundrat emphasizes that, "radio is more conversational. This is a conversation, not a hard sell." And research, Kundrat adds, showed that "people are going to drink the product in the morning and after they come home from work, so morning and afternoon drive is perfect."

    Chief conversationalist is Dick Clark, who will be the spokesman for the campaign. "Dick," says Kundrat, "has a great radio voice, and he personifies what this product is about. He’s 70 and looks 55." Using the slogan, "Be Healthy & Energetic", the advertising will accentuate the benefits of the drink, while also stressing that it is "great-tasting".

    The campaign, created by The Wolf Group New York, will air continuously through the end of the year -- from 75-120 commercials a week on about eight New York area stations reaching adults, 35+, with a female skew. The media buying is being handled by R.J. Palmer , Inc. Unlike many food and beverage products that are tested in smaller markets, NuVim is getting its debut in New York. "We spent $700,000 in research," Kundrat explains, "and we wanted to come into a market that’s tough and highly visible. If it can work here, it can work anywhere." The brand will probably go national in the first quarter of next year.

    New York market radio stations, he explains, are acting as marketing partners with NuVim by creating special events such as an American Bandstand revival, including the product in existing events such as station sponsorship at the AP/Waldbaum’s Tennis Tournament or giving the beverage high visibility at a station-sponsored health expo."

  • Radio Helps Siperstein's Stand Out

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    A husband and wife are shopping for wallpaper in one of those huge home centers when she realizes, "I don’t need big. I need someone who knows wallpaper." That’s one of the scenarios in a new radio commercial from Siperstein’s, a New Jersey-based home decorating chain that has shifted much of its advertising budget from newspapers to radio in order to distinguish itself from the large, multi-purpose home centers such as Home Depot.

    "Radio is giving Siperstein’s a personality," says Ernie Fossa, partner at The GFS/Levinson Group, Siperstein’s ad agency. "It’s something they couldn’t get in newspaper ads." The target customer, Fossa adds, is adults, 25-54, with a male skew. In another of the creative executions, a husband tells a home center salesperson he’s looking for paint, and, "my wife wants it to be the same blue as this cup..." The store employee responds, "What do you think this is, Siperstein’s?"

    The retailer had recently added some Connecticut locations to its New Jersey base, and this made the move to radio, combined with outdoor advertising, even more opportune. Siperstein’s, says Fossa, is only using newspapers on an insert basis, "to supplement heavy radio and outdoor. They’re 12 to 15 stations deep, taking advantage of weekend radio -- Friday thru Sunday.

    "We looked at their competition in the market," Fossa continues, "and decided they could create awareness in radio." The campaign started the last week in March and will run through October. By early April, the creative was already breaking through with the message that, "If it has anything to do with wallpaper [not lawn mowers], paint [not plumbing] and window treatments [not the treatment], you’ll find it at Siperstein’s."

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