Best Global Green Brands 2014

campaign tactics

OnStar Connects Dots to Boost Brand Awareness

Posted by Dale Buss on March 18, 2011 05:00 PM

If you think General Motors has been on a roller-coaster ride the last few years, talk to the folks at GM’s OnStar brand. They’ve been on their own personal amusement-park ride.

But now, the brand's new CEO, Dan Akerson, wants them to disembark. He joined GM from the telecommunications industry, where most companies have done a good job of leveraging brand value in a fast-changing market. And Akerson wants to make sure that GM is doing just as well with its own venerable telecom brand.

As OnStar launches a major advertising campaign this week with new TV spots, a sweepstakes (above) “street teams” and other local events, its brand executives are trying to re-claim OnStar’s former dominance in the automotive “telematics” and “infotainment” space.Continue reading...

campaign tactics

Kraft Keeps Salty Talk With Athenos Campaign

Posted by Dale Buss on March 10, 2011 12:30 PM

Kraft signaled that it’s taking a whole new approach to marketing with its opportunistic hiring of the golden-voiced former homeless man, Ted Williams, in January.

Despite Williams' dulcet tones, the children featured in those macaroni and cheese spots have been a little cheeky, saying "screwed up" and "piehole" as they roll their eyes at their parents.

Now the CPG giant is continuing on the profane theme, featuring a blunt-talking grandmother as the face (and potty mouth) of its Athenos brand.Continue reading...

campaign tactics

The Keds are All Right

Posted by Barry Silverstein on February 24, 2011 10:00 AM

Iconic brands can either remain iconic — or become obsolete. For a brand like Keds, creator of the original sneaker in 1916, the challenge is significant, given today's ultra-competitive athletic footwear environment.

The Keds strategy to maintain relevance centers around college kids. From mid-March through early May, Keds will go on a road trip to nine college campuses in nine cities, pitching its brand in an integrated marketing campaign called "How Do You Do?"

Keds is pulling out the stops in appealing to the Millennial generation.Continue reading...

campaign tactics

Kraft Taps Pauly D and James Carville to Whip Up Miracle Whip Buzz

Posted by Shirley Brady on February 23, 2011 10:00 AM

Miracle Whip is launching "a brutally honest and expensive TV commercial on that popular show on FOX that begins at 8pm EST. It's about how much people love us. Or can't stand us."

So says the tongue-in-cheek full-page newspaper ads taken out by the Kraft-owned brand today, touting an ad buy on American Idol and directing people to miraclewhip.com (which redirects to its reskinned YouTube channel) for a free sample.

The campaign, which also features Jersey Shore's Pauly D, Democratic strategist James Carville, and comic domestic goddess Amy Sedaris is part of Kraft's commitment to increase its advertising spend in order to capture more market share for its bands.Continue reading...

campaign tactics

Edutising: How Sam Adams Accomplishes 'Inception'

Posted by Abe Sauer on February 16, 2011 12:00 PM

The Samuel Adams beer commercial above has been running on US TV. It's marvelous.

So many of the ad and brand strategies of the "leading" beer brands involve exploiting gender relations, smashing things into genitals and other boorish (beerish?) behavior. But Sam Adams is demonstrating what should be the core of beer marketing: Not advertising but "edutising."Continue reading...

campaign tactics

Thomson Reuters Harnesses Storytelling in Knowledge Effect Corporate Branding Campaign

Posted by Sheila Shayon on January 24, 2011 12:30 PM

Lessons are always best remembered with stories. Even hard-core financial information. With that in mind, Thomson Reuters just launched its new branding campaign today: The Knowledge Effect, which touts the benefits of providing professionals in the legal, healthcare and accounting industries the information they need, via Thomson Reuters' range of professional products and services.

Thomson Reuters’ bread-and-butter is the intelligence information industry, so The Knowledge Effect aims to better communicate the full range of products and services the brand offers, adding real examples to show the impact on users. 

Display advertising, mobile marketing, iPad applications and a microsite are supporting the campaign, along with street marketing in Toronto, New York and London — timed to coincide with the kick-off of the World Economic Forum this week in Davos, Switzerland.Continue reading...

campaign tactics

Eggs Poach Attention in Scrambled Diets

Posted by Dale Buss on January 21, 2011 04:30 PM

The nation’s concern about childhood obesity and junk food plays right into the hands of America’s egg producers. And they’re trying to take better advantage of their position with a new series of TV ads that are running on Good Morning America, the Food Network and elsewhere.

“You Do Everything” is the title of the new campaign from the American Egg Board, and it's both a play on the robust nutritional profile of eggs as well as a nod toward the parents who are being nudged to feed them to their kids. The message: As a powerhouse of protein, some enhanced with omega-3s that also support brain development, eggs are a great nutritional choice for breakfast and beyond.

Now that the furor has died down over the recall of half a billion eggs last August, with a PR campaign that won praise from Social Media Influence for its proactive #eggrecall Twitter campaign and Facebook responsiveness, the AEB is looking to regain parents' trust and drive attention back to incredibleegg.org.Continue reading...

campaign tactics

Intel Launches Ambitious "Visual Life" Campaign

Posted by Barry Silverstein on January 20, 2011 01:00 PM

Intel revolutionized the computer business with the production of powerful, advanced microprocessors. It also revolutionized brand advertising with its 1991 "Intel Inside" campaign, marking the first time a PC component manufacturer successfully communicated directly to computer buyers. To this day, consumers around the world recognize the "bum-bum bum-bum" tune that accompanied its logo animation in the classic Intel Inside television campaign.

Now Intel is boldly expanding on that decade of branding with a new global digital and experiential campaign designed to launch its Second Generation Intel Core Processor family, going visual to pitch its product line as offering "Visibly Smart" performance for the consumer's "Visual Life."Continue reading...

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