Jury Duty & AMC Comes to Wal-Mart

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Enchantment goes public & The perils of Jury Duty

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Dear Suds Buds, 

Guess what? I am on Jury Duty this week.   We have a new system for Jury Duty here in Los Angeles.  On Sunday night I was required to phone a special number to see if my Group of Jurors would be called in today.  The answer was that my group was not needed today, but that I had to call this evening to see if I would be needed for tomorrow. This will happen all week. Then, if I do get asked to come in, it is only for one day. If I do not get selected for a trial on that day, my Jury service for this time is satisfied. 

For me, taking the time to serve on a jury is a financial loss. As I work on a consulting basis for my clients, that means, I cannot book hours, and booking hours is how I get paid.  Plus, being away on Jury Duty, I will not be able to work on Soapdom. 

However, serving on a Jury is one of the privileges and the rights of every American.   Financial loss to me notwithstanding, I am proud to serve my state.   The way California now has it set up, I do not have to go in to the courthouse and sit in the Juror waiting room for two weeks until I get put on a trial or dismissed.  This call in-system and one-day service requirement works quite well to temper the inconvenience to the jurors. Whether I do get called in or not this week remains to be seen.  Guess you can say that I am “on call” for being called, and can continue with my regular work week as usual!

In the meantime, it doesn’t take a jury to decide the verdict on this -- All My Children is guilty of mounting a new marketing blitz that will not only bring a bit of Pine Valley home to you, but will get you out to the stores to meet your favorite AMC stars this fall. 

Here’s the Inside the Bubble scoop:

ABC Daytime will launch an unprecedented programming and retail event later this summer, Brian Frons, president, ABC Daytime announced late last week. All My Children will have its fictional cosmetic company, Enchantment, premiere a fragrance line con-current with an actual Enchantment fragrance launch in Wal-Mart stores across the country. The venture will be supported through a paid multi-media launch effort, including on-air network, print, outdoor and off-network promotions. Additionally, the product will be heralded at key in-store locations by stars of All My Children.

"The fragrance integration into All My Children's storyline will enhance the existing emotional connection that our fans have with the characters," said Frons in making the announcement. "Wal-Mart's shared demographic with ABC Daytime provides us with the ideal retail partner to launch the Enchantment fragrance line."

Bruce Gersh, senior vice president, Business Development, ABC Entertainment, added: "The launch of Enchantment is another example of how ABC Daytime continues to be a leader in contextualized commerce. Organic integration is the key to success, and this opportunity hits the mark."

"We are pleased to offer our customers this exciting new fragrance," said Ronnie Hoyt, Wal-Mart senior vice president and general merchandise manager. "We recognize that many of our customers are All My Children fans and will be excited to see the product integrated into the storyline."

At left:  Susan Lucci (Erica) and Alicia Minshew (Kendall) in the offices of Enchantment. Photo ABC

As every AMC fan knows, Enchantment is a cosmetic company started by Erica Kane (played by Emmy winner Susan Lucci). It has been in story for over a decade. Recent events have lead Erica to turn over the reigns to rival company Fusion, run by Erica's daughter, Kendall (Alicia Minshew), along with her colleagues, Ryan Lavery (Cameron Mathison) and Greenlee du Pres (Rebecca Budig). In an innovative blending of fantasy and reality, the actual decisions about packaging and bottle design, creating and marketing a new fragrance will be mirrored fictionally in the storyline.

The amber oriental fragrance of Enchantment will be available to consumers in late September in all Wal-Mart stores. Additionally, a gift set will be available for the holidays.  Stay tuned for more on this and as soon as we are advised regarding the schedule of the stars appearing at Wal-Mart, we’ll let ya know!

Til the top of next week,

Linda Marshall-Smith
CEO, Soapdom, Inc.

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