Learn more about Sustainable Brands 2015 San Diego

brand news

Brand News: CNN, IBM, Netflix and More

Posted by Dale Buss on February 27, 2015 07:57 AM

TOP STORIES

CNN and other cable news outlets fuel frenzy over llamas on the loose, as the social web also goes wild over #thedress, whose maker (and wearer) reaps rewards. Meanwhile, another dress—Calvin Klein's pearl-encrusted Oscars gown for actress Lupita Nyong'o—is stolen.

IBM shifts $4 billion in spending to cloud and mobile.

Netflix finds room for product placement deals for AB InBev and Samsung.

Apple Watch will be unveiled on March 9.

Weight Watchers loses ground more quickly to fitness trackers.Continue reading...

brands under fire

Twitter's Trolling Problem Snares Coca-Cola's #MakeItHappy Super Bowl Campaign

Posted by Mark J. Miller on February 6, 2015 10:01 AM

Twitter has a lot of issues to deal with these days. Despite its 97 percent rise in revenue to $479 million in its fiscal fourth quarter over a year earlier, analysts were unhappy with the company’s slow user growth, and that revenue wasn’t actually enough to turn a profit. That didn’t stop investors, though. According to USA Today, shares went up 11 percent after hours on Thursday.

Beyond its earning and user concerns, Twitter also has to contend with a major issue affecting its brand interity and future: how much haters (aka "trolls" in social media parlance) seem to like using the site, an issue that is affecting individual users and brand partners alike.

Case in point: This week saw Coca-Cola's post-Super Bowl #MakeItHappy campaign ambushed by a hate-mongering Twitter account that turned out to be a fake account set up for the purpose of testing the brand. Continue reading...

brand news

Brand News: Newcastle Brown Ale's Multi-Brand Big Game Spot and more

Posted by Dale Buss on January 27, 2015 10:15 AM

Newcastle Brown Ale Super Bowl 2015 commercial

TOP STORIES

Winter storm Juno expected to put a dent in US January car sales as brands react on Twitter and DirecTV launches severe mix channel in the NE US.

Super Bowl advertising heats up further as NFL plans a domestic abuse ad ... BMW invokes the internet in i3 ad starring Katie Couric and Bryant Gumbel ... Coke teases its campaign ... Kia readies Pierce Brosnan for "action" role ... Mercedes-Benz debuts Super Bowl ad on Ellen ... T-Mobile gets Kim Kardashian to mock herself ... Papa John's offers free pizza deal for fourth year as Super Bowl official pizza sponsor ... and Volvo seeks to get mileage via Twitter from other automakers' Super Bowl ads.

Newcastle Brown Ale, meanwhile, releases new "co-op non-Super Bowl" commercial while bowing to pressure to remove caramel coloring.Continue reading...

sip on this

Share a Coke Expands to Nigeria in Latest Personalized Campaign

Posted by Mark J. Miller on January 13, 2015 10:58 AM

Share a Coke Nigeria

Coca-Cola’s Share a Coke campaign has gone worldwide, enticing consumers with the ability to see their own or their friends' names replace the logo on a can or bottle of Coke. Since launching in 2011 in Australia, it has been so popular that the campaign is now in more than 50 countries. 

The latest local market launch is Nigeria, featuring 600 names that “have been picked from the rich array of names across the various regions” of the country, according to a press release. If customers can’t find a can or bottle in stores now with the desired name, they will “have the chance to create their own personalized” one during a nationwide activation next month.Continue reading...

sip on this

The Cup Song Ends: Coca-Cola Calls Off 13-Year 'American Idol' Tie-In

Posted by Mark J. Miller on December 17, 2014 02:07 PM

Coca-Cola’s branding has been all over Fox’s American Idol for 13 seasons, from the massive cups visible on the judges’ table to the dizzying background videos when host Ryan Seacrest sits down to have a tête-à-tête with contestants. 

But Coke has finally decided to disengage from the once all-powerful FOX TV show, Variety reports. The show has been losing ratings in recent years and announced this week that the results segments would be completely eliminated; performances and results will now all be in one episode, AmericanIdolnet.com reports.

Apparently, the audition portions are popular enough for the network to keep them around for two nights a week, so the next season will start off with two audition episodes followed by once-weekly showings after that.

All of it will now be without Coke, though the question remains how producers will handle the Coke-emblazoned cups that may have been in front of the judges last summer when they taped the auditions. (Digital product placement insertion, perhaps?)Continue reading...

sip on this

Coca-Cola Celebrates Santa Claus (and Milk, of Course) This Holiday Season

Posted by Dale Buss on November 25, 2014 05:05 PM

In addition to bringing back its beloved holiday icon, Santa Claus, this holiday season, Coca-Cola is trying to "open happiness" with an entirely new kind of beverage: designer milk to go with those cookies for Saint Nick.

Based on the selling points behind the startup brand Core Power that Coke has been distributing for a while, Fairlife milk has 60 percent more protein and 50 percent less sugar than regular milk as well as 30 percent more calcium, Business Insider reports.

In that regard, Fairlife seems like a perfect bit of diversification for the beverage giant, whose sales of regular and even Diet Coke have been sliding for years under greater health scrutiny by consumers and vilification as a major contributor to the world's problem with obesity.

"It's basically the premiumization of milk," Sandy Douglas, a senior vice president at Coca-Cola's North American operation, said last week at an investor conference, according to CBS News.Continue reading...

campaigns

Coca-Cola Brings Back Holiday Truck Campaign to UK

Posted by Shirley Brady on November 7, 2014 07:05 PM

Coca-Cola is bringing back its iconic truck, which will be crossing the UK in a festive tour through November and December's holiday season. Check out its related "Give a little happiness" ad campaign in the UK, which will have local-language variations across Europe, below.Continue reading...

executive decision

Coca-Cola Names New CMO As It Looks to Reinvigorate Brands and Sales

Posted by Dale Buss on October 23, 2014 04:34 PM

Coca-Cola chief marketing officer Joe Tripodi was at least partially responsible for one of the few bright spots in Coca-Cola's recent marketing performance: The "Share a Coke" campaign, which gave Coke sales an upward blip of hope amid a secular decline that has been decades in the making.

But that wasn't enough to save his job, as CEO Muhtar Kent keeps casting about for ways to reinvigorate the company's flagging sales of its signature beverages and products, unsatisfactory growth in its healthful beverages and renewed mojo into its iconic brand, according to the Financial Times. Now holding the third spot on Interbrand's Best Global Brands, Coca-Cola was #1 only two years ago.

Tripodi, who has held the top marketing spot since 2007, is retiring in February 2015 to make way for Marcos de Quinto, a Coca-Cola veteran who takes over the CMO role on January 1 and who currently runs the company's Iberia business unit and is vice president of its Europe Group.

Under Tripodi's supervision, Coke launched "Open Happiness," one of its most successful global brand campaigns a few years ago. Now in his late 50s, he "brought stability to Coke after the company had cycled through several CMOs in the previous decade," the Wall Street Journal said. Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
LanamrqLanmarq
Highlighting the Present—and Future—of Branding in Latin America and Iberia

Advertisements