Lowdown: Tylenol Asks, Can Arthritic Musicians Still Rock?

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The Lowdown is Ad Age's weekly look at news nuggets from across the world of marketing, including trends, campaign tidbits, executive comings and goings and more.

"What a drag it is getting old," as the Rolling Stones famously put it in "Mother's Little Helper" from 1966. Of course, they're still touring 50 years later in their 70s. And while they're not among the musicians in the new #WhatMovesMe campaign from Johnson & Johnson's Tylenol, the advertising is about a perfectly legal little helper used by aging musicians with arthritis – Johnson & Johnson's Tylenol 8 HR Arthritis Pain. In a video from JWT for the brand, 13 musicians who use Tylenol to treat their arthritis get together to cover Fleetwood Mac's "Don't Stop (Thinking About Tomorrow)." The brand also points out that, besides Tylenol, playing musical instruments helps with arthritis by focusing people on something besides the pain, and the effort increases "neurons and brain plasticity."

As legend has it, Jack Daniel was killed by a safe. The man behind the whisky brand kicked an office safe in 1906 because he forgot the combination. It left a bruise that caused an infection that led to his death, according to the tale. Now Chicagoans can get an up-close look at the infamous safe. It is among the items displayed at a pop-up Jack Daniel's "General Store" being erected along Michigan Avenue starting Oct. 17. The limited-time store -- it will be open for a week -- will feature a whiskey sensory bar, live music and surprise guests, a virtual reality tour and even a barbershop, according to the brand. The store is part of a campaign celebrating the 150th anniversary of the Jack Daniel Distillery. After Chicago, the store will open in Miami in November.

DailyDrop by Ricola
DailyDrop by Ricola Credit: Ricola

Ricola is best known as a cough drop, but it would like to be known as "an everyday health and wellness option." So the herbal drops brand has enlisted Blue Chip Marketing Chicago, to launch an app – called the Daily Drop – using GPS, social-media feeds, and application program interfaces (APIs) from various sources to track such things as weather and allergens. It's all bundled into an algorithm that helps people plan their days in ways that, of course, involve using Ricola to soothe throats or boost immunity even when people don't have colds. A spokesman suggests it might be used to soothe screaming-induced sore throats in Chicago, for example, should the Cubs win the World Series.

For decades going back to the old Dial Corp., Henkel laundry, cleaning and personal-care products marketers have been based in Scottsdale, Ariz., near Phoenix, pretty much alone in an industry housed mainly in coastal and Midwestern cities. But with the recent acquisition of Sun Products, Connecticut-based marketer of such brands as All, Wisk and Snuggle, it's finally heading to the New York metro area. Henkel will move marketers and others from its Scottsdale consumer headquarters to Stamford along with Sun Products marketers from nearby Wilton, Conn. The move is expected to begin next spring and be complete by early 2018, a spokeswoman said. In a statement, the company said, "There has been a shift in the CPG industry, creating a hub on the East Coast." The move also puts marketers closer to Henkel's corporate North American headquarters in Rocky Hill, Conn.

Time Inc.'s People, Sports Illustrated and Entertainment Weekly Will Be Syndicated Through Ziosk's Tableside Tablet.
Time Inc.'s People, Sports Illustrated and Entertainment Weekly Will Be Syndicated Through Ziosk's Tableside Tablet. Credit: Business Wire

Time Inc. has found a new way to get its top magazines in front of a captive audience, by offering some free content on tablets attached to restaurant tables nationwide. The publisher is syndicating content from People, Sports Illustrated and Entertainment Weekly through the Ziosk tablet network, which has tablets in about 3,000 restaurants. The push will begin at Chili's and Red Robin Gourmet Burgers, with other restaurants expected to follow. The Ziosk tablets will have a channel for each of the three Time Inc. brands that highlight free content. Ziosk and Time Inc. said they are working on advertising sales efforts and cross-platform promotions.

Lowdown ends with some executive moves …

Mayur Gupta, most recently exec VP and chief marketing officer of healthcare digital marketplace Healthgrades, has been named VP-growth & marketing of Spotify. He's responsible for driving growth and retention and establishing "a data-driven marketing platform" that ultimately aims to "connect the right artist with the right fan anytime, anywhere," a spokesman said. Before Healthgrades, Mr. Gupta was global head of omni-channel experiences and platforms, and of marketing technology and innovation, for Kimberly-Clark Corp.

Casey Shilling was named chief marketing officer of Mediterranean fast-casual restaurant chain Zoe's Kitchen. She fills the role vacant since Rachel Phillips-Luther left this summer to become CMO of Jamba Juice. Ms. Shilling, who was most recently VP-marketing and public relations at The Container Store, will report directly to Zoe's Kitchen CEO Kevin Miles.

Contributing: Jack Neff, Jessica Wohl, E.J. Schultz

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