Posted by Sheila Shayon on January 6, 2014 12:42 PM
Procter & Gamble spends billions of dollars advertising its arsenal of brands, from Tide, Bounty and Charmin to CoverGirl and Pantene and Olay. But the consumer packaged goods giant also spends a great deal marketing its products' relationships with consumers—especially moms. And so ahead of the 2014 Winter Olympics in Sochi, the CPG brand has revived its "Thank You, Mom" campaign in all its Olympic glory.
“Pick Them Back Up” continues the theme set in 2012 for the London Games, which featured “The Best Job,” that garnered over 21 million views. This year's spot focuses on the physical transitions of childhood, from just learning how to walk to going on to ice skate, snowboard and play hockey—all with mom's watchful eye there to dust off and make better any bruises.
According to Ace Metrix, which scored every nationally airing US Olympic ad leading up to and during the 2012 London Games, P&G's "Thank You, Mom" campaign came out a clear winner, with three versions of the "Best Job" spot making the top 10 list, as well as an ad for its Bounty brand.
"We are particularly interested in the data regarding the vital emotional elements associated with the Olympics,” said Peter Daboll, CEO of Ace Metrix, at the time. “Understanding how the emotion of such a global event relates to the rational consumer processing that accompanies the vast majority of advertising will be fascinating."
And so far, based on social reactions, P&G is set to make another heart-warming landing into the minds of consumers with this year's encouraging spot.Continue reading...
Posted by Dale Buss on September 5, 2013 09:26 AM
JCPenney reportedly shelves Martha Stewart deal.
Samsung unveils Galaxy Gear smartwatch as Qualcomm also enters smartwatch fray.
McDonald's tests higher-priced dollar menu.
Anheuser-Busch InBev partners with University of Illinois for big data edge.
Balenciaga sues former creative director for defaming brand.
BlackBerry seeks buyer by November.
Campbell will launch soup K-Cups next year.
Chobani recalls "fizzy" Greek-yogurt cups.
Covergirl joins NFL's pitch to female fans.
Dunkin' Donuts taps Eli Manning to promote app.
El Chico expands rebranding program.
GoDaddy steps away from jiggle marketing.Continue reading...
Posted by Mark J. Miller on January 17, 2013 01:20 PM
Meet Drew Barrymore, the expanding solo retail brand.
The 37-year-old actress, who has spent her lifetime performing, announced this week that she has undertaken lines of wine and cosmetics.
"I just want to do the things that you actually do in life, which is drink wine and play with makeup," she told OK! magazine in an interview posted Thursday. "It took years... to make both of these brands."
Barrymore Wine, which launched itself with a Pinot Grigio, was created to honor her family, she said on the label's website. In promotional copy highlighted by Buzzfeed, she pokes fun at "Real Housewives of New York" star Ramona Singer, who has also launched a Pinot Grigio: “Move over Ramona Singer, you’re so yesterday’s news… let the “Real” Stars, not reality stars, show you how to drink Pinot Grigio!”Continue reading...
Posted by Mark J. Miller on October 12, 2012 02:39 PM
Taylor Swift may only be 22 years old, but she knows a thing or two about self-promotion. Her fourth album, Red, is coming out on Oct. 22, but it's already making waves (the title track zoomed to #1 on iTunes). Now she's finding plenty of quirky ways to get the word out and drive album sales.
One is to sign a three-year deal with shoemaker Keds that includes the production of limited-edition red sneakers that hit stores on the same day as the record. And it's not just because the brand rhymes with her new album title. “I think they add something casual and cool to your look, and the new colors and patterns are so eclectic,” Swift told Women’s Wear Daily.
While cross-promoting with (RED) might be a tad too obvious, there's also a cross-marketing tie-in with Papa John’s for a Taylor Swift Pizza Party. Hungry fans (who call themselves Swifties, by the way) can purchase a Red combo: CD and a large pizza combo with one topping for $22. The album will also be sold at U.S. Papa John's stores.Continue reading...
Posted by Abe Sauer on April 6, 2012 11:44 AM
Kicking off this week's Brand Bites, model Bar Refaeli's new under.me lingerie line campaign channels an iconic cheeky tennis poster.
PETA take note: the Sierra Club's new "Coal Will Say Anything" campaign shows how it's done.Continue reading...
Posted by Shirley Brady on December 21, 2011 06:09 PM
Amazon leads Klout list of most influential retailers.
Avon ousted CEO Andrea Jung's two-year exit deal criticized by former CEOs.
Bank of America settles fair-lending case for record $335 million.
Beats by Dre pumps up headphone sales.
Diddy plans to launch tequila brand.
Facebook tests private messaging between users and brand pages.
FedEx disciplines delivery man who tossed computer monitor.
Frito-Lay sued over "all natural" claims.Continue reading...
Posted by Dale Buss on December 19, 2011 08:50 AM
Al Gore promotes "sustainable capitalism."
Apple aims to reimagine TV and how we consume media, while graphic novel imagines Steve Jobs' design thinking.
AT&T's dream to acquire T-Mobile's US operation may be over.
Barclays enables charitable giving with the tap of a card.
BT files patent suit against Google.
Disney and Atlanta Braves are involved in a trademark dispute.
Facebook sues a different Mark Zuckerberg, sees profits hit $1B ahead of IPO.
Goldman Sachs rises as finance powerhouse.
History Channel struggles at the top.
Jersey Shore's Snooki sued by branding partner.
Morton's steakhouse chain finds a buyer.Continue reading...
Posted by Sheila Shayon on August 9, 2011 11:00 AM
How much is that doggy bed in the window? Shopkick knows.
The mobile application, which melds in-store and mobile retail, rewards consumers for just walking in, with further deals for scanning partner brand products at more than 250,000 stores across the U.S.
Launching a year ago this month (it officially turns one on August 17th), its users have surpassed 6.5 million product scans as 12 new major brand partners sign on: CoverGirl, Disney, General Mills, Levi’s, Libman, Mead Johnson, Meguiar’s, Mr. Clean, Olay, Revlon, Tilex and Trident.Continue reading...