Posted by Mark J. Miller on March 22, 2013 06:30 PM
Newcastle Gets Real
Newcastle has taken a new tack in its advertising and it’s all about turning old beer advertising on its head. Beer marketers love to throw “heritage” imagery at consumers to make beer drinkers feel like they are part of something bigger, so Newcastle decided to go back to its roots, the English town of Newcastle, where residents—known as Geordies—are filled with humor and realism. The result? Newcastle’s “No Bollocks” ad campaign.
“If you look at the Geordies, they’re very friendly, down-to-earth; they don’t take themselves too seriously, and tell it like it is. We figured that is a really interesting space for us to be in," says Newcastle Brown Ale Brand Director Charles van Es, according to Fast Company's FastCoCreate blog. "We wanted to use that wit and dry sense of humor as our brand voice. We want to be transparent about the fact that we’re marketing to you and the fact that our beer comes from England.”Continue reading...
Posted by Mark J. Miller on November 19, 2012 11:18 AM
A few years ago, UGG was stomping all over its competitors, but these days, the Australian company is just dancing as fast it can to keep consumers buying.
Yes, there are still queues at the UGG store in New York's Soho district, but that's mostly among tourists, which is why the brand is opening in the trendier Meatpacking district, joining Patagonia and Lululemon in cozying up to crowds at the Standard Hotel and upmarket retailers such as Jeffrey in a bid to woo higher-end shoppers.
The brand sparked a sheepskin boot craze more than a decade ago, and while it's trying to shore up its US business with a new commercial featuring brand ambassador Tom Brady ("Pink Slip," above) and a new store aimed at men, its popularity persists in markets such as the UK, where this month, the company is opening its seventh concept store and working hard to woo kids of all ages.Continue reading...
Posted by Mark J. Miller on September 27, 2012 11:35 AM
New England Patriots quarterback Tom Brady is one of the most-watched NFL players in the biz, particularly by folks who don’t care for the game. Being married to supermodel Gisele Bundchen will do that for a guy.
So it set tongues wagging Wednesday when Brady showed up at his weekly Wednesday press conference wearing a gray sweatshirt that had the Nike logo that is usually there on the sleeve covered up with a little piece of white tape. Nike, of course, is the official supplier of the NFL’s apparel. But, as NESN points out, Brady has a deal with competitor Under Armour.
Brady talked about plenty of things, such as his ailing right shoulder and the team’s 1-2 record. But he didn’t address how that piece of perfectly sized tape happened to get onto his sweatshirt right at that particular spot.
The Boston Globe's New England Patriots beat reporter, Shalise Manza Young, tweeted the photo above and later commented, "Brady has vested interest in UA - not just spokesman, gets share of profits."Continue reading...
sports in the spotlight
Posted by Dale Buss on September 5, 2012 05:02 PM
Are you ready for some football? Big brands surely are. The National Football League may be a marketing and TV-programing juggernaut, but it is carrying more weight for more major brands than ever.
Take auto advertisers, for instance. Despite football telecasts that already were slated to be crowded with other car brands, Audi decided to use tonight's kickoff game between the New York Giants and Dallas Cowboys for the marketing launch of its crucial new 2013 S Models. These performance nameplates (S6, S7 and S8) and the "S" brand are fundamental for Audi to move to the next phase of its positioning in the U.S. market, as a provider of exciting, luxurious and well-designed automobiles.
And so the NFL gets the call tonight to host the first Audi ad under its new tagline, "Heighten Every Moment," featuring the Audi S8. The 60-second spot (watch it above) will run in the first break after kickoff. Audi also announced that it will appear in the Super Bowl game in February, its sixth consecutive advertising appearance in the big game.Continue reading...
Posted by Dale Buss on February 6, 2012 08:58 AM
BMW faces snafu in Europe marketing a Mini cold front.
Boeing checks 787 Dreamliners for possible delamination.
Eli Manning's star rises with second Super Bowl win, edging personal brands of brother Peyton and rival Tom Brady.
Facebook is challenged by monetizing mobile.
Ford says majority of big-market dealers are on board for investments in Lincoln brand.
GM aims for $10 billion in annual profit.
Goldman Sachs CEO Lloyd Blankfein emerges as corporate spokesman for same-sex marriage.
HP nods toward activist investors.
Honda pulls forward major changes to struggling Civic this fall.Continue reading...
in the spotlight
Posted by Dale Buss on January 23, 2012 12:50 PM
The Super Bowl is not only a national but an international spectacle, and Super Bowl XLVI will draw just as much interest from viewers in Florida or Wyoming as in the host city of Indianpolis, and really intense interest from hundreds of people even in, say, Dubai. But that doesn't mean geography is completely irrelevant to the Big Game, to who watches it — and to how brand executives treat it.
One huge matter of the map already has been resolved for the game on February 5: There will be no flyover-state participants. While last year's game featured two heartland-based combatants in the Green Bay Packers and the Pittsburgh Steelers, the two teams squaring off in this year's Big Game — the New York Giants and the New England Patriots — are from the coasts; the east coast, specifically. And for brand marketers, many insist, that's all for the better, because New York and Boston are key DMAs for advertisers.
At least one important advertiser, presenting sponsor Chevrolet, doesn't feel the geography of the Super Bowl teams matters all that much. "Last year was Green Bay versus Pittsburgh and it was the most-watched Super Bowl of all time," Chris Perry,CMO of Chevrolet parent GM, told brandchannel. "So while [the geographic argument] makes sense, I think the Super Bowl is the Super Bowl. A lot of people will be watching regardless."Continue reading...
Posted by Dale Buss on January 23, 2012 09:01 AM
ABC handles product placement delicately for Modern Family.
American Ethanol sponsors NASCAR drivers.
Apache makes $3-billion acquisition in U.S. oil business.
Apple raises "made-in-America" questions about iPhone manufacturing.
BlackBerry future questioned as RIM's new CEO takes the reins.
Carnival CEO lies low during crisis as his company mishandles communications with survivors of shipwreck.
Cisco tests LinkedIn marketing campaign.
Facebook wants to become a bigger news player.
Fisker battles problems across the EV company.Continue reading...
Posted by Dale Buss on January 13, 2012 05:33 PM
Barring another outbreak of Tebowmania on the field at Gillette Stadium on Saturday, the New England Patriots seem poised to take another step on a return to possible Super Bowl glory by defeating the Denver Broncos in the divisional round of the NFL playoffs.
But if you were a brand executive assessing the field of highly paid athletes and betting on longer-term endorsement outcomes, not the scoreboard for this particular contest, on which starting quarterback would you place a bet: Tom Brady, the Patriots' pretty-boy field general with the California pedigree, supermodel wife in Gisele Bundchen and other trappings of a jet-setter lifestyle? Or Tim Tebow, the home-schooled Floridian, son of evangelical missionaries and run-minded leader who confesses to one 'vice': vanilla ice cream?
It's a timely question for a number of reasons, one being that neither has begun a full exploitation of his commercial potential.Continue reading...