sip on this
Posted by Mark J. Miller on October 3, 2013 07:12 PM
Maybe it’s the increased exposure that Premier League football is getting in the United States through NBC’s new deal, but Gatorade is showing some extra interest in Britain’s top soccer teams this month. The brand, which got its start at the University of Florida in 1965, is now sold by PepsiCo in 80 countries—and will soon be found inside the coolers of some the world's top soccer teams.
Gatorade just announced two three-year deals with Liverpool F.C. and Arsenal F.C., KamCity.com reports. The Liverpool deal will net some serious exposure for the brand since the sports drink will be imbibed in the team's locker room and on the field, while the Arsenal deal only includes the club's under-18 and under-21 development squads.Continue reading...
Posted by Dale Buss on October 3, 2013 09:33 AM
Target launches own pre-paid mobile brand.
Angie's List cuts prices and pursues new members.
Burger King "changes name" in social media posts.
Audi plans to boost booming European subcompact market with Q1, report says.
BMW puts South Africa expansion plans on hold after labor strikes.
BP wins partial reprieve from oil-spill payments.
Budweiser fails to maintain buzz with its iconic packaging, report says.
Chrysler cuts Viper output amid slow sales.
Coca-Cola and PepsiCo are assailed by Oxfam over "land grabbing" in supply chains.
Filippo Berio launches largest-ever ad campaign.Continue reading...
Posted by Dale Buss on September 10, 2013 09:32 AM
Neiman Marcus majority stake sold for $6 billion to Canadian, US investment partners.
Apple will reveal new products today and may put focus back on fingerprint security with latest iPhone.
McDonald's tries multi-person meals.
Abercrombie & Fitch loses bias suit over firing Muslim woman.
Burger King stretches with "sense-swap" campaign.
Campbell bets on child-centered new campaign.
Dunkin' Donuts launches first TV ad made entirely from Vine.
Furniture Brands files for Chapter 11.
Gatorade grows market share with G Force sales and marketing team.
Google offers antitrust concessions to EU.
Hyundai workers end strike after reaching wage deal.
Jaguar mulls small SUV to challenge BMW.
L'Oreal attacks e-commerce.Continue reading...
Posted by Abe Sauer on August 26, 2013 04:45 PM
It's been over a year since "Linsanity" took over in New York City before spurring a global marketing phenomenon. Since then, Jeremy Lin has become the face of numerous brands in China and Taiwan, including Nike, Gatorade, Volvo and KFC. It's the last of those brands that's currently using Lin in a way that Western consumers would likely never see, shedding some light on why Lin is such a valuable spokesperson in Asia.
China (and Taiwan) have seemingly become Lin's regualr off-season home after he shot to stardom. He is nearly as well integrated in Asian culture as he is in the US, with a Weibo account as robust as his Twitter. And when he's not being mobbed by fans, Lin spends his time touring the country with his JLin Basketball Camp and visiting sickly orphans. Could Asia ask for a better role model?Continue reading...
Posted by Abe Sauer on June 28, 2013 01:08 PM
China is the second largest economy in the world and every significant brand's future is impacted by its growth (or collapse)—but who's got the time?! Here's the week's reads that will make you look like a keen China observer in case you find yourself immersed in a cultural conversation.
This week: EVs lose juice… Lin for Gatorade… expanding waistlines… "free" Porsches… the lux show… trademark law changes… car recalls (again)… Tom Ford smells like China… rental Beckham… HIV PSA… vegetarians… Colonel Sanders-san… college students sex (and joke) it up for enrollment... and more.Continue reading...
sports in the spotlight
Posted by Mark J. Miller on April 29, 2013 03:36 PM
Starting last Thursday, bigwigs from the NFL’s 32 teams gathered at New York’s Radio City Music Hall to select young players in the hopes that they would become the next John Elway, Gale Sayers, or O.J. Simpson. (Well, OK, maybe not O.J.)
Since 1980, the Draft has been televised and it audience has grown exponentially, with an expected viewership of 50 million for this past weekend's broadcast, Ad Age reports. With that kind of captive audience, sponsorships and advertisers have grown as well. There were 19 official sponsors of the event this year, up from 16 last year. The list included Anheuser-Busch, Nike, Verizon, Pepsi, GMC, Visa, EA Sports, Under Armour, Gatorade and Castrol. It's no doubt that the big names spent more than the $15 million spent across ESPN and the NFL Network last year and the $11.9 million spent the year before.
"To the credit of the NFL, it's the most robust league," Ernest Lupinacci, founder of branding consultancy Ernest Industries, told Ad Age. "They announced the [2013 regular season] schedule and people went crazy. It was as if they let us know they were bringing the McRib sandwich back."Continue reading...
sip on this
Posted by Dale Buss on April 19, 2013 02:43 PM
PepsiCo continues to ramp up marketing investments for its core brands including Pepsi, Gatorade, Lay's and Quaker. And so while first-quarter earnings showed a drop of 5 percent from a year earlier, the increased advertising outlays may be the harbinger of future top- and bottom-line payoffs from brands that critics say were underexposed for years.
Besides, PepsiCo CEO Indra Nooyi said this week, the additional marketing investments—which she promised for last year to the tune of an additional half-billion in global expenditures on core brands—are being offset by the fruits of the company's $3-billion productivity program.
"With the productivity we're unlocking, we're able to invest in growth drivers like advertising and new-product launches to simultaneously drive margin improvement," she told analysts on a conference call, according to Advertising Age. But, she cautioned, "Any growth we achieve in one area takes from another area where we compete."Continue reading...
Posted by Reneé Alexander on March 28, 2013 12:02 PM
Winning takes care of everything. Or so says Nike.
The sporting goods giant posted a quickly contentious image on its Nike Golf Facebook and Twitter accounts this week in the wake of Tiger Woods’ record-tying eighth victory at the Arnold Palmer Invitational showing the newly-(re)crowned world No. 1-ranked golfer sizing up a putt. The slogan, “Winning takes care of everything,” a favorite saying of Woods since 2009, is front and center. At the bottom, of course, is Nike’s famous swoosh—alongside the word, “Victory.”
Nike says the statement references Woods’ perseverance to return to the top of his sport and is a salute to his athletic performance. But everything? Please. Sports fans weren’t the only ones who devoured every titillating detail of Woods’ personal life when it was exposed following his late 2009 admission of multiple extra-marital affairs.Continue reading...