At Hormel (HRL) corporate headquarters in Austin, Minn., they call it “unwanted e-mail,” never spam. It’s been a sore subject ever since the mid-’90s, when chat-room users first flooded computer screens with the word “spam” to blot out the comments of users they didn’t like. Wikipedia gives the example of Star Wars fans “spamming” Star Trek chat rooms. The word was chosen because of the famous Monty Python sketch in which every item on a restaurant’s menu includes Spam, Hormel’s canned, spiced lunchmeat. The skit was a back-handed compliment, a tribute to Spam’s success at monopolizing the British diet.

By the late ’90s, spam had migrated from Internet chat rooms to in-boxes as a term of art for junk e-mail, becoming synonymous with erectile dysfunction ads and entreaties from fake Nigerian princes, and presenting Hormel with the greatest marketing challenge in its 75-year history. “We had something negative that was trading on our brand equity, on our name,” says Dan Goldman, Hormel’s grocery products manager. “You have to protect what’s yours.”

Photograph by Aaron Dyer for Bloomberg Businessweek

Companies have long had to contend with damage to their brand image from mistakes of their own, such as poor design (Toyota’s (TM) allegedly lethal floor mats), the mishandling of a minor crisis (JetBlue’s (JBLU) disastrous response to the ice storm of 2007), or collateral damage from behavior out of their control (Tiger Woods, Brand Ambassador). There is no playbook or case study, however, for what to do when your flagship product takes on a negative meaning in another larger and global context. In 2002, Hormel attempted to assert its trademark rights against Spam Arrest, a software company, Spam Buster, an e-mail blocker, and Spam Cube, an Internet security firm, but no dice. Hormel even sued Jim Henson Productions for naming a warthog character “Spa’am” in Muppet Treasure Island. The judge dismissed the suit, noting, “One might think Hormel would welcome the association with a genuine source of pork.” Powerless to stop the widely accepted usage, the company watched helplessly as “spam” entered the Oxford English Dictionary in 2001 not as a pork product but as unsolicited messages. Hormel mournfully admitted on its own website that, “we are trying to avoid the day when the consuming public asks, ‘why would Hormel foods name its product after junk e-mail?’”

It’s hard to imagine a brand surviving that kind of association, and yet a strange thing happened: Spam has not only survived, it’s thrived. Hormel sold 122 million cans of Spam last year, an increase of 11 percent over 2009, continuing a string of three consecutive years of strong growth. Company executives attribute the resurgence to the recession (which drew consumers to the affordable lunchmeat), a tireless parade of brand extensions, and, crucially, a willingness to be in on the joke that Spam had become.

“We decided we should celebrate Spam,” says James Splinter, a vice president in the group products division. In addition to fending off the negative association with unwanted e-mail, Splinter says, Hormel looked on sagging sales in the ’90s as an indicator that Spam had become too familiar. “Spam is woven into the fabric of America,” he beams, but it needed to stand out again. “Spam is something bigger than food. It also has cravable flavor.” (“Cravable flavor” is an expression you hear a lot around Hormel headquarters.)

Geo. A. Hormel & Co. canned the first ham in 1926. Hormel’s hams became popular among hotels and restaurants but the cans were considered too bulky to break into the home market. Eleven years later, Jay C. Hormel, the founder’s son, devised a solution: a rectangular, 12-ounce can of ham and shoulder meat named, by the brother of one of his VPs, Spam, short for SPiced hAM. The original cans were labeled “The Meat of Many Uses” and at 10¢ each were an immediate hit with depression-era families. The product became an institution during World War II, when the almost indestructible square cans were a staple of U.S. servicemen who also introduced the product to hungry foreign markets. Today, Hormel processes nearly 20,000 pigs a day. Spam is canned before it’s cooked in a 70-foot-tall cylindrical oven, which towers over the town of Austin, where Hormel is by far the largest employer.

In the last 20 years, Hormel has made at least five national marketing pushes, leading to the current “Break the Monotony” campaign, featuring a TV spot where anthropomorphic slices of bread doze off at a “bored” room presentation—until the doors burst open, flames erupt, and a can of Spam slides across the table. The voice-over proclaims, “for a sandwich that rocks, try a Spam, lettuce, and tomato.” Splinter explains, “I think of it like Old Spice: It’s gone from dad’s brand to a hip young brand.”

The company sponsored the NFL and Nascar, and Spam was used as part of the “Got Milk?” campaign. Yet the watershed moment in Spam’s transformation came in 2005, when Hormel joined in the promotion of the Tony-winning Broadway musical Spamalot, written by Monty Python’s Eric Idle. “We realized we need to have fun with the brand, since everyone else was,” says brand manager Nicole Behne. Steven Addis of Addis Cresson, a brand strategy and design firm, says that embracing its status as a punch line was the key to Spam’s comeback. “They learned that they couldn’t fight it,” he says. “They needed to see it as a gift.” Daniel Altman of branding company A Hundred Monkeys in Mill Valley, Calif., agrees. Hormel pulled off “a judo move,” he says. “They took that issue”—of unwanted e-mail—“and turned it to their advantage.”

This newfound sense of humor has begun making its way into the dizzying number of brand extensions Spam introduced in the last two decades, including nine new varieties of its lunchmeat. Released in 2006 to coincide with Spamalot, “Spam Stinky French Garlic Collector’s Edition” came decorated with nose-pinching knights and the following tongue-in-cheek note: “Actually made in Denmark with Chinese Garlic.”

The brand has also expanded beyond grocery store shelves. In 2001, Hormel opened the Spam Museum, which has become the leading tourist attraction in Austin. It presents a revisionist account of the 20th century, recasting the American journey as, essentially, the history of canned meat. (Spam ends the Great Depression. Spam wins World War II. Spam goes to outer space.) A year later, Spam launched the first annual Spam Jam festivals, complete with the Spamettes singing group, in Minnesota and Hawaii—the state with the highest per capita consumption of Spam.

As Hormel celebrates this year’s 75th anniversary, it’s introduced a new Spam spokes-character, Sir Can-A-Lot, a lozenge-shaped knight “on a crusade to rescue meals from the routine,” and two limited-time Spam variations, jalapeño and black pepper. Hormel’s strategists are also doing their best to speak the language of social media rather than hold a grudge. “Spam is sort of like Facebook,” suggests Scott Aakre, vice president of grocery products. “There are friends you talk to every day, and those you talk to only once in a while. Well, you have consumers who have friended Spam. Some use it every day, others once in a while. But this is an old friend who is going to be around for a while.”

He went into chat rooms for children in Broward County, searched dating sites for single women with children and had dozens of child porn images on his computer, federal prosecutors said.

But perhaps the most disturbing thing about Spencer Scott Kellam, a judge said Thursday, was what he did when he was called out by an 11-year-old girl, whom he had talked into sending him naked photos of her private parts.

From a computer in his Pompano Beach home, Kellam, now 37, found the little girl in Ireland using a website ostensibly aimed at letting kids communicate anonymously with each other.

Apparently thinking she was chatting online with another kid, the girl sent a photo of her face and then complied when Kellam asked for photos of her genitals.

When the girl figured out he was an adult, she told him he was a creep. Kellam retaliated by setting up another profile on the same website with her username followed by “-nude.” He posted the naked pictures of her, bragged that he had more, and told other users “she does … gangbangs and cyber,” Assistant U.S. Attorney Christopher Parente said.

The girl and her parents did not want to go through the trauma of testifying, but the parents of another 11-year-old girl, this one in Indiana, helped lead federal agents to Kellam’s house.

In that case, Kellam had sexually explicit online chats with the girl and sent her an adult porn video file. When her parents found out, they called law enforcement.

Confronted by agents, Kellam voluntarily turned over his computer. Agents found videos and dozens of hardcore child porn images – including images of infants being sexually abused and child bestiality images.

Earlier this year in federal court in West Palm Beach, Kellam pleaded guilty to receiving child porn between September 2006 and October 2008.

In court on Thursday, he apologized and tried to convince U.S. District Judge Daniel Hurley that he now found the material “repulsive.” He also acknowledged that he needed psychological help.

“I unfortunately look at the screen and see just a bunch of lights,” Kellam said. “It’s not real life, it’s fanstasyland.”

He compared viewing child porn to playing online multi-player interactive games, where the other “players” don’t seem to be real. “Nothing has ever left the screen,” Kellam said.

“The sad thing is that people are letting their children [go] online,” Kellam told the judge, adding that he was glad he’d been caught and insisting he’d never intended to harm any child.

Though agents found no evidence of Kellam preying on children in person, Parente said Kellam’s conduct made him “a walking public safety concern.”

Judge Hurley agreed and said Kellam was undeniably a pedophile, whether or not he physically assaulted a child.

“[You're] creating an excuse for yourself that just doesn’t fly,” Hurley told Kellam. “These are not dots and lights on a computer, these are real people.”

The judge told him the fact that he produced child porn himself and retaliated against the Irish girl, made the case particularly significant and unique. Hurley also said he believed from Kellam’s own comments in court and all the evidence against him that he was “absolutely capable of acting on the feelings that he has.”

Hurley sentenced Kellam to six years in prison, followed by a lifetime of supervision by law enforcement, required him to register as a sex offender, banned him from any form of unsupervised contact with children under 18, and restricted his ability to use computers in the future.

Kellam’s attorney, Ronald Guralnick, said that Kellam was diagnosed with multiple sclerosis more than 10 years ago and became very socially isolated, though he had worked as a computer systems administrator since he was 16.

“The man has lived the most miserable life it’s possible to live,” Guralnick said.

The judge recommended that Kellam go to a prison where he can get treatment and psychological help for pedophilia, and required him to get more therapy when he is released. Kellam, who stared straight ahead during much of the judge’s comments, nodded intently when Hurley recommended therapy.

The judge also urged parents to monitor their children’s access to the internet.

“I think the fear that every parent has is the computer is a highway that can come directly into your child’s bedroom,” the judge said.

pmcmahon@tribune.com, 954-356-4533 or Twitter @SentinelPaula

A Nashville-based citizen activist group is posting online the photographs and personal information of people whom the group accuses of being pedophiles.

Many of the people on the site have never been charged with a sex crime.

The underground group, which calls itself Evil Unveiled, does research in Internet chat rooms and forums often devoted to sinister, sexual fantasies such as pedophilia.

The group records that information, stores it and begins to track the people who are posting only using nicknames, waiting for them to reveal personal details.

“And you just keep collecting information until they accidentally post their email they didn’t mean to post. And then it all falls together, and this is the real person behind the nickname,” said Victoria, the creator of the group, who asked us to conceal her identity.

Victoria said she knows the website where the information is revealed, http://evilunveiled.com, is controversial. Members of the group aren’t professional investigators or law enforcement officers, but they are making serious accusations for anyone to read.

Several people on the website are from Tennessee, including a realtor in Nashville and a man in Sevierville.

“Do you worry that some of this information might be wrong, that you’re putting the wrong people on the Web?” asked Channel 4 I-Team chief investigative reporter Jeremy Finley.

“No, I don’t. We have a lot of checks and balances, a lot of different ways to prove in a court of law that the information on the site is correct,” Victoria said.

One person whom Evil Unveiled accused of being a pedophile called himself “Wolfy” in forums and chat rooms.

Victoria said after awhile, she began to see Wolfy was posting personal information and showing a picture of himself.

The first photo “Wolfy” posted was a picture that appeared in a local newspaper of Albert Rankin, a man once involved with Occupy Nashville and who did several interviews with the local media.

“I look like a boss. This was in the newspaper,” said one chat room post by Wolfy.

Wolfy later posted another picture of himself, again showing a photo of Rankin.

A Channel 4 I-Team investigation found that Rankin’s MySpace page, email address and Skype account all contain the word ‘Wolfy.’

Rankin said “Wolfy” is his nickname, and he posts in forums and chat rooms using the name “Wolfy.”

“Wolfy is a nickname I had as a kid and it just kind of stuck,” Rankin said.

But Rankin said the “Wolfy” making the pedophilia statements isn’t him, and he said Evil Unveiled has wrongly identified him.

“I’d have to say I’m a little confused. If they’re targeting me specifically, I’m not sure why. I’ll have to look into this. That’s a really serious allegation,” Rankin said.

Rankin agreed to speak with the Channel 4 I-Team via Skype from where he now lives in Oklahoma City.

The Channel 4 I-Team told Rankin we wanted to speak with him about his time spent with Occupy Nashville in order to confirm that the person on Skype was indeed the same person who was associated with Occupy Nashville.

The Channel 4 I-Team then told Rankin he was listed on the Evil Unveiled website.

Rankin said he’d never heard of the site, but he did answer our questions about “Wolfy.”

Finley held up printed pictures of what Wolfy posted online.

“This person (Wolfy) actually posted pictures of himself. And these are they pictures that he posted. This is you,” Finley said.

“Oh yeah, that’s a picture of me,” Rankin said.

“And that’s you,” Finley said, referencing another photograph. “So is this you posting in these chat rooms?”

“Uh, no. I’ve put my pictures out all over the Internet,” Rankin said.

The Channel 4 I-Team also asked Rankin about the fact that Wolfy wrote about personal details in his life, including that he was in a military family, that he was in the Army and that he had spent 90 days in a tent for Occupy Nashville.

When Wolfy wrote that information, he also stated that he was a pedophile.

Rankin said while all the information about his military history and involvement with Occupy Nashville was accurate about his own life, he denied writing it in the forum and stated he never wrote that he was a pedophile.

Rankin said he had never visited the chat room where those statements were made.

“If this isn’t you, then this person has a whole lot of personal information about you,” Finley said.

“It’s not hard to emulate somebody if you talk to them for a while,” Rankin said.

On the day we interviewed Rankin, records from a chat room show Wolfy was posting again.

Wolfy made a disturbing statement about pedophilia, and then 30 minutes later, Wolfy posted that he had to get rest soon because he was doing an interview for NBC.

Rankin said when Wolfy was writing about his interview, that was indeed him posting.

But he said the other Wolfy talking about pedophilia just 30 minutes earlier wasn’t him.

“I’ve told you before, I’ve used the name ‘Wolfy’ on various places, but I also use other names as well. There are plenty of places that I peruse on the Internet,” Rankin said.

Rankin said he suspects someone is trying to slander him and that other members of Occupy Nashville have had their nicknames stolen in order to post on news websites in an effort to discredit the activists.

“Honestly, I guess if they’re (Evil Unveiled) trying to make the Occupy movement look bad, that’s one way to do it,” Rankin said.

But Victoria, with Evil Unveiled, said she had no problem with Occupy Nashville. Victoria said her only battle is with people she believes are pedophiles and is ready to fight in the courtroom if need be.

“You know, at some point, you could be sued. You know someone could say, ‘This isn’t true,’” Finley said.

“Absolutely,” Victoria said.

A representative for Occupy Nashville did confirm that as soon as members read the Evil Unveiled posting about Rankin, they went to speak with him about it, but Rankin was suddenly missing from Legislative Plaza and never returned.

That representative said they were told Rankin had left to take a job out of town.

The Channel 4 I-Team wanted to ask Rankin about that and if he planned to take any legal action against the website, but he did not respond to our follow-up email.

Victoria said the group has received no word from Rankin asking to remove his profile from the Evil Unveiled website.

Copyright WSMV 2012 (Meredith Corporation). All rights reserved.

Free Lessons, Games, Upgrades for Pimsleur Unlimited for PC and MAC Subscribers, Access to Audio Chat Rooms and Much More

NEW YORK, May 10, 2012 /PRNewswire/ — Pimsleur® Language Programs is happy to announce that it has partnered with Barnes & Noble, Inc. (NYSE: BKS), the leading retailer of content, digital media and educational products, to make the Pimsleur Unlimited NOOK App™ available on Barnes & Noble’s award-winning NOOK Tablet™. The launch of this free NOOK App will give customers access to the Pimsleur Unlimited™ series directly on their NOOKs.  Pimsleur Unlimited combines the power of the time-tested Pimsleur Audio Method with a visual, interactive program that allows users to learn quickly, review easily, and confidently engage others with their new skills.  The NOOK App is available for Spanish, French, Italian or German.     

“We’re very excited to have Pimsleur Unlimited on the NOOK platform, making all of the functionality of this exciting language software fully mobile for users,” says Robert Riger, Director of Pimsleur Language Programs.

Available in the NOOK App Store (www.nook.com), the Pimsleur Unlimited App features all of the software from the series including the audio lessons and interactive games. When customers download the NOOK App, they receive two free lessons and can unlock a third free lesson when they bring their NOOK Tablet into their local Barnes & Noble store.  In addition, users can also cruise ahead and preview the images for all 30 lessons in the first level of the Pimsleur Unlimited series. If you own Pimsleur Unlimited for PC or MAC, you can upgrade the free NOOK App into a fully functional version of your software, unlocking over 45 hours of lessons and games. These users also gain access to Pimsleur’s revolutionary audio-only chat rooms from their NOOK Tablet, allowing them to chat and practice their new skills with language ambassadors in real time.

“It’s exciting to see the emergence of high end premium language learning tools like the Pimsleur Unlimited App, which brings an engaging learning and education model to all ages,” said Claudia Romanini, Director of Developer Relations at Barnes & Noble. “The synergies with the app and the physical product allow NOOK users to take full advantage of their investment either on the go or at home,” she added.

With visual features including Speak Easy, Flash Cards, and Quick Match, Pimsleur Unlimited reinforces the fundamental elements of the Pimsleur Method – core vocabulary, graduated recall, anticipation, and organic learning — to help users develop and maintain language skills. Pimsleur’s familiar narrator guides users through the multi-level programs with ease, telling them in English what is expected of them every step of the way. The Pimsleur Unlimited program updates to add new features and developments, so users can benefit from ongoing efforts to create the best, most effective language learning experience available.

Pimsleur Unlimited is also designed to provide users with a deeper understanding of the language and culture they are studying. Users who purchase the Unlimited App are encouraged to join live sessions with native speakers in Pimsleur’s all-audio chat rooms, allowing them to plunge into the intricacies of everyday life, travel, and culture. The chat sessions offer a real-world experience to help users navigate their new language with confidence and ease while also putting their newly-acquired skills to the test.

The Pimsleur Unlimited NOOK Apps are available on NOOK.com. Pimsleur Unlimited programs in Spanish, French, Italian, and German are available at Barnes & Noble stores or online at Pimsleur.com, PimsleurUnlimited.com, or BN.com.

Experience NOOK at any Barnes & Noble bookstore or at www.nook.com. 

For more on Pimsleur Unlimited, please visit: https://www.pimsleurunlimited.com/details.html.

­ABOUT THE PUBLISHER
Pimsleur® is the ultimate resource for spoken language learning. Pimsleur’s Comprehensive Programs are the most effective language-learning programs ever developed. The company’s programs utilize proven methods of learning based on extensive research of how people master languages. The Pimsleur Method is a patented method developed by Dr. Paul Pimsleur that allows users to learn a language the way native speakers do, integrating vocabulary, grammar, and pronunciation into everyday conversations. The audio portion of the Pimsleur Unlimited programs is completely portable and can be listened to anytime, anywhere. Pimsleur is an imprint of Simon & Schuster Audio; a division of Simon & Schuster, Inc. PIMSLEUR® is a registered trademark of Beverly Pimsleur, used by Simon & Schuster under exclusive license.

Simon & Schuster Audio is a leading publisher of general interest audiobooks including bestselling fiction, nonfiction, business/finance, self-improvement, inspiration, language learning programs, original audiobook productions, and children’s titles.  In addition to a list that includes such unparalleled authors as Mary Higgins Clark, Vince Flynn, Ernest Hemingway, Stephen King, Michael Lewis, and David McCullough.  Simon & Schuster Audio has produced audiobooks that have won seven Grammy Awards and earned thirty-five Grammy nominations since 1989.  For more information about Simon & Schuster Audio, visit our website at www.audio.simonandschuster.com. 

Simon & Schuster, a part of CBS Corporation, is a global leader in the field of general interest publishing, dedicated to providing the best in fiction and nonfiction for consumers of all ages, across all printed, electronic, and audio formats. Its divisions include Simon & Schuster Adult Publishing, Simon & Schuster Children’s Publishing, Simon & Schuster Audio, Simon & Schuster Digital, and international companies in Australia, Canada, India and the United Kingdom. For more information, visit our website at www.simonandschuster.com. 

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Barnes & Noble’s NOOK brand of eReading products makes it easy to read what you love, anywhere you like™ with a fun, easy-to-use and immersive digital reading experience. With NOOK, customers gain access to Barnes & Noble’s expansive NOOK Store™ of more than 2.5 million digital titles, and the ability to enjoy content across a wide array of popular devices. NOOK Tablet™ is Barnes & Noble’s fastest, lightest tablet with the best in entertainment from top services and everything you want in a tablet at a great value ($199 for NOOK Tablet – 8GB, and $249 for NOOK Tablet – 16GB). Both NOOK Tablet and the award-winning NOOK Color™ ($169) feature a stunning 7-inch VividView™Color Touchscreen to read all of the content you love, shop popular apps, connect via email, browse the Web and more. The NOOK Simple Touch™($99) is the fastest, easiest to use reader with the world’s best reading screen and the longest battery life. Barnes & Noble offers NOOK owners Always Free NOOK Support in any of its nearly 700 bookstores, as well as free Wi-Fi® connectivity to enjoy the Read In Store™ feature to read NOOK Books™ for free, and the More In Store™ program, which offers free, exclusive content and special promotions. Barnes & Noble was the first company to offer digital lending for a wide selection of books through its LendMe® technology, available through NOOK eReading products. Find NOOK devices in Barnes & Noble stores and online at www.BN.com, as well as at Best Buy, Walmart, Staples, Target, Radio Shack, Books-A-Million, OfficeMax, Fred Meyer, P.C. Richard & Son stores, Office Depot, Fry’s Electronics and Systemax Inc. retailers.

In addition to NOOK devices, Barnes & Noble makes it easy for customers to enjoy any book, anytime, anywhere with its FREE NOOK Reading Apps™, available at www.nook.com/freenookapps. Customers can use Barnes & Noble’s free eReading software to access and read books from their personal Barnes & Noble digital library on devices including iPad™, iPhone®, iPod touch®, Android™ smartphones and tablets, PC and Mac®. Lifetime Library™ helps ensure that Barnes & Noble customers will always be able to access their digital libraries on NOOK products and software-enabled devices and BN.com. Barnes & Noble also offers NOOK Study™ (www.nookstudy.com), an innovative study platform and software solution for higher education, NOOK Kids™ (www.nookkids.com), a collection of digital picture and chapter books for children, and NOOK Books en espanol™ (http://www.barnesandnoble.com/ebooksenespanol), the first-ever Spanish language digital bookstore in the United States.

For more information on NOOK devices and eReading software, updates, new NOOK Book releases, Free Friday™ NOOK Books and more, follow us on www.twitter.com/nookBN and www.facebook.com/NOOK.

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Barnes & Noble, Inc. (NYSE: BKS), the world’s largest bookseller and a Fortune 500 company, operates 691 bookstores in 50 states. Barnes & Noble College Booksellers, LLC, a wholly-owned subsidiary of Barnes & Noble, also operates 641 college bookstores serving over 4.6 million students and faculty members at colleges and universities across the United States.  Barnes & Noble conducts its online business through BN.com (www.bn.com), one of the Web’s largest e-commerce sites, which also features more than two million titles in its NOOK Bookstore™ (www.bn.com/ebooks). Through Barnes & Noble’s NOOK™ eReading product offering, customers can buy and read digital books and content on the widest range of platforms, including NOOK devices, partner company products, and the most popular mobile and computing devices using free NOOK software. Barnes & Noble is proud to be named a J.D. Power and Associated 2012 Customer Service Champion and is only one of 50 U.S. companies so named.

General information on Barnes & Noble, Inc. can be obtained via the Internet by visiting the company’s corporate website: www.barnesandnobleinc.com.

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