Posted by Dale Buss on February 9, 2015 04:04 PM
The season of big tentpole marketing events on television continued to pick up steam with the GRAMMY Awards telecast on Sunday, with major brands are anteing up big bucks to associate themselves with music's biggest night. And we don't just mean how adidas debuted its new shoe on Kanye West's hot-footed temper.
Some brands, such as Mountain Dew, repurposed their Super Bowl ads from a week earlier; others had skipped the Big Game and created new campaigns designed with the GRAMMYs' music-loving audience in mind. Some were sponsors; some weren't. All attempted to stand out with unique branding campaigns:Continue reading...
brands under fire
Posted by Dale Buss on September 18, 2014 06:22 PM
As Bloomberg Businessweek put it in a headline this week, NFL Commissioner Roger Goodell is "at the 50-50 yard line." In other words, the crisis over domestic violence and other misconduct by professional football players, how he is handling it—and, also importantly, how NFL sponsors are handling it—still could break either way.
The pressure on Goodell and the team owners who employ him is ratcheting up every day as the saga takes one more unwelcome turn after another. No sooner had the Minnesota Vikings reversed course yesterday and suspended Adrian Peterson just after welcoming him back into the fold, another ugly instance involving an NFL player surfaced. Arizona Cardinals running back John Dwyer now faces domestic-violence allegations, bringing the list of players facing assualt accusations to six.
Meanwhile, major NFL marketing and TV-advertising sponsors shifted rather uneasily in their seats. PepsiCo CEO Indra Nooyi spoke out in support of Goodell and his efforts, for instance, even though she said she's "deeply disturbed" by some player behavior, and the league's mishandling of the case is "casting a cloud" over the NFL's integrity, the Wall Street Journal reported.Continue reading...
Posted by Dale Buss on September 16, 2014 03:40 PM
The National Football League continues to try to power through its season of peril like a running back knocking down linebackers. But sponsors, social critics and pro football players themselves continue to make the brand's problems hard to forget.
The latest developments following the Ray Rice scandal include a move by Radisson Hotels to suspend its sponsorship deal with the Minnesota Vikings over its decision to reinstate star running back Adrian Peterson after the team's own investigation of his indictment on child-abuse charges. A Houston TV station reported that Peterson was accused in 2013 of hitting another son, Bloomberg reported.
Other endorsement partners for the time being were standing by Peterson, who was a league MVP and had high marketability scores, according to the St. Paul Business Journal. Nike, Castrol and Wheaties were among the brands still monitoring the situation.Continue reading...
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...