Allergan PLC launched a marketing campaign designed to inspire “millennial women to achieve their professional, personal, health, wellness and societal goals,” all while relying on its birth control products.
It created the actuallyshecan.com educational website where women can share their “ambitions and truths” using the #ActuallySheCan hashtag and “perpetuate a larger conversation around female achievement and well-being.” The website also includes information about Allergan’s Lo Loestrin Fe ultra low-dose birth control pill.
“We believe in offering women diverse healthcare choices and providing meaningful information so that they can make educated decisions about their reproductive health,” said Bill Meury, executive vice president of Allergan’s U.S. Branded Pharma division. “#ActuallySheCan demonstrates our commitment to deliver this education in an original and relevant way. We are honored to have a network of accomplished women, including Lea Michele, Lo Bosworth, and iJustine, join our inspiring movement.”
The campaign, created by the Faith Popcorn’s BrainReserve ad agency in New York, also includes a sponsored essay competition in Cosmopolitan Magazine.
Allergan, which operates from Parsippany, N.J., and keeps its headquarters in Ireland for tax purposes, has its major specialty drug business in Irvine.
It spent $266 million on media placements last year, according to Kantar Media.
Oakley Under Cover
Mention Oakley Inc., and thoughts wander to its offering of action-sports apparel, footwear and accessories. But there is the lesser known Oakley Standard Issue, a division of the Foothill Ranch-based company that designs products for active-duty and reservist members, and veterans of the U.S. Armed Services and for law enforcement officers, firefighters, emergency responders and U.S. government employees (see related story, page 3).
Oakley recently revamped its OakleySI.com website, which now features larger images and enables registered users to share products they’re interested in via social media apps.
“When considering construction of the new OakleySI site, we knew that we wanted it to be dynamic and deliver robust imagery and product content,” Dane Howell, commercial sales manager, said in a statement. “The site is a valuable resource for an extremely knowledgeable customer, and we had to ensure the new platform provided an improved brand experience while showcasing the many technologically advanced products we offer.”
Kia on Camera
Kia Motors America Inc. in Irvine sent its crew to VidCon 2015, a gathering of digital video creators that drew a crowd of about 20,000 to the Anaheim Convention Center.
The presenting sponsor showcased seven vehicles, including its Soul, Sorento and Forte models. It also set up a “Kia Lounge” where VidCon attendees played a YouTube-themed game show. The sponsorship deal included naming rights for the Kia Arena Stage and Kia Main Stage, where opening and closing ceremonies, concerts, “inspirational talks” and a dance party were held the last weekend in July.
“As a third-year presenting sponsor of VidCon, we are adding fun, creative activities to the fan experience,” Tim Chaney, vice president of marketing communications, said in a statement. “Creativity and innovation are hallmarks of the Kia brand, so the distinctive styling of the Forte and the fierce individualism of the Soul … fit right in at VidCon.”
Fiat Surf
Fiat Brand North America showed up for the third year as sponsor of the Vans U.S. Open of Surfing in Huntington Beach and parked a full lineup of vehicles right on the sand, including the 2016 Fiat 500X crossover, the Fiat 500e and the 500 Abarth Cabrio.
The contest, part of the World Surf League event lineup, was held from July 25 to Aug. 2. Cypress-based Vans Inc., in collaboration with the city, replaced the music portion of the event with movies at the beach as a response to last year’s disturbance on the streets.
Carmakers Get Award
Two local carmakers took home the J.D. Power 2015 APEAL award: Irvine-based Mazda North American Operations for its Mazda6 and CX-5, and Kia for its 2015 Sedona.
