Cosmarketing (c) is a sophisticated business term that can be etymologically detailed as "cosmos" and "marketing" smooshed together. What follows here are some observations based upon a 'first publicity' horoscopes cast for specific product or service launches. If you are not pleased with the observations here just calmly remind yourself: "this is only astrology."  Ultimately, the material in this section is for entertainment purposes only...unless it turns out to be accurate.

M&M's Puts Kyle Busch Face On Its Candy

NASCAR driver Kyle Busch is so hot this year that even M&M's would probably melt in his hands. And if he was disposed towards testing this out he probably wouldn't have far to look for a bag of the candy-shelled chocolates, as they're a sponsor of his Joe Gibbs race car right now. So cozy is the relationship that M&M's has just announced a promotion centered around a customized blend of M&M's, featuring the driver's car number, autograph, inspirational message and photo on each piece (what, no Gettysburg Address?).

Anyway, the astrological tale told here is a story of a business partnership that starts out brilliantly, with each party drafting happily on the success of the other. The timing of the customized candy launch contains a remarkably felicitous energy flow between the concepts of indulgence and racing. And horoscopes cast for Kyle Busch and last year's original announcement of the M&M's sponsorship bespeak a relationship born of easy compatibility and cooperation.  

Alas, however, there may be some trouble down the track related to competitive grandiosity tantrums and a certain lack of clarity regarding the concept of "who's actually driving this relationship?" Busch is likely to feel that the M&M 's team is taking all of this way too seriously, and he may well flash a little petulance about the enterprise producing less fun (and cash?) then he thinks he deserves. Astonishingly, M&M's will want to treat this whole deal as a business effort for which they are footing the bill.

Interestingly, an escape valve is suggested via a meeting of the minds over the concept of philanthropy. There is already a small philanthropic component to this promotion, in support of the Kyle Busch Foundation. If push comes to shove, the greater opening of hearts, minds and wallets to this cause may be the best route to reconciliation.


Dunkin' Donuts Does Better-For-You

I look at the name of Dunkin' Donuts new healthier menu program, DDSMART (tm), and I can't help but think of a store that specializes in selling professional supplies to dentists. Although it's certainly not what the name is meant to convey, it feels like an uncomfortable etymological smooshing. And etymology aside, something doesn't feel right here.

Certainly one should have no objection to an enterprise that has made its bones in the doughnut and coffee game wanting to expand its gastrological and nutritional horizons. Why not knock off 25% of the fat and calories of a bagel or muffin if you can pull it off without noticeable culinary compromise? And who's to say the world won't beat a lunchtime path to the door of the first restaurant chain to offer an Eggwhite Flatbread Sandwich, with turkey sausage or vegetable filling to boot?

And another thing, you might almost think that Dunkin' Donuts consulted a good astrologer before launching this program. There's a very forceful and well-timed information flow at work here, with all the i's dotted and all the (iced) t's crossed.  There's also a healthy "good fortune" complex of aspects here, so there's certainly at least a shot that this program is going to be a winner.

What no astrologer or marketing department could accomplish, however, is the obvious...and it is amply reflected in the launch horoscope. Net-net, it is going to be very hard for the average customer to reconcile their vested highly-caffeinated treat-oriented image of Dunkin' Donuts with the gospel of good-for-you food. It is not conceptually credible, and no matter how good the Dunkin' Donut product(s) may be, there is likely to be a nagging disconnect between product and place...maybe not on the lips or hips, but definitely in the back of the mind.