Burt's Bees is claiming to be the first brand to place advertising within consumers' digital calendars. The campaign, by Baldwin&, is for its Brightening Skin Care range, which is claimed to be clinically proven to brighten skin in eight weeks. Consumers will be invited to download to their calendar an eight-week series of humourous, Burt's Bees-branded "appointments" which will be automatically added to their calendars (such as iCal, Microsoft Outlook, Yahoo! or Google) when they click on an email link.
Six of the eight mention no product at all -- for example one reads: "A meeting to discuss your mind-blowing beautimousness... Imaginary lunch will be provided." However, halfway through campaign, and again at week eight they point out that "Burt's Bees Brightening Face Care Line can brighten your skin's appearance in eight short weeks," and that, "If you'd started with a product like our brightening dark spot corrector the day you accepted this invite, you'd already have fewer dark spots by now." The final reminder also includes a $3-off coupon and a free sample offer.
Interactive development is by RecCenter, New York, and the campaign will be supported by online, print and social medida.