In the weeks and days leading up to Valentine’s Day, Terminix held a fun promotion that gave customers and potential customers the opportunity to “show their ‘love bug’ that they just can’t stop chirping about them this year with chocolate-covered insects on February 14.”
In a twist on cupid’s holiday, the pest control company sent lucky winners across the country edible, chocolate-covered Valentine’s crickets in an Instagram-ready, heart-shaped box, perfectly packaged and ready to share with that special someone.
“Terminix is hoping to add a little fun with a twist on the typical Valentine’s gift this season,” said Terminix President Matthew Stevenson. “While we normally get rid of our customers’ pests, this Valentine’s Day we’re helping customers celebrate with chocolate-covered pests instead.”
The promotion was a huge success for Terminix, gaining the company 3,500 website entries, nearly 90,000 impressions on social media and dozens of responses from winners eager to receive their prizes.
Entomologist Barbie is Coming Soon!
In January, Mattel announced a worldwide licensing agreement between its Barbie brand and National Geographic to create a product line and content centered around exploration, science, conservation and research.
The Barbie and National Geographic product line features career dolls and playsets that highlight occupations under- represented by women and authenticated by an advisory council comprised of female National Geographic Explorers. These include wildlife conservationist, astrophysicist, polar marine biologist, wildlife photojournalist and entomologist. All dolls and playsets will come with relevant accessories authenticated by the advisory council and National Geographic magazine Editor In Chief Susan Goldberg.
“Barbie allows girls to try on new roles through storytelling by showing them they can be anything and, through our partnership with National Geographic, girls can now imagine themselves as an astrophysicist, polar marine biologist and more,” said Lisa McKnight, senior vice president and general manager, Barbie.
To encourage learning and discovery, there will be a special promotion with dolls purchased online at select retailers. Additionally, related programming and content will roll out throughout the year on the Barbie YouTube channel.
As is often the case with additions to the Barbie brand, social commentaries followed. While Mattel claims its intention was to stimulate young girls’ interest in STEM (science, technology, engineering and math), others, like The Guardian’s Coco Khan, criticized Mattel for taking a “shallow, tokenistic approach” to the new product line. “It says you can be anything you want to be, as long as you remain a white, skinny girl, with a full face of makeup and a forced smile.”
Ouch. But despite the inevitable criticism, PCT thinks any initiative designed to attract more girls to the field of entomology is a good thing.