Posted by Abe Sauer on November 27, 2014 12:02 PM
Step aside, World Cup Willie!
With the FIFA World Cup now behind Brazil, the Rio de Janeiro organizing committee has unveiled the mascot(s) for the Rio 2016 Olympic Games.
The smiling yellow feline-like critter on the left—representing Brazilian fauna—will represent the main games.
The cheeky blue chap with leafy shrubbery for hair—meant to evoke Brazil's lush flora—will represent the Paralympic Games.
The mascots' names will be selected by a poll from the following name pairs (Olympics/Paralympics): Vinicius/Tom; Oba/Eba (our vote); or Tiba Tuque/Esquindim.
So how do Rio's rate in the rich pantheon of Olympics mascots over the years?Continue reading...
Posted by Shirley Brady on November 25, 2014 02:02 PM
Move over, Kim Kardashian.
P&G's Mr. Clean brand has received almost 3.4 million Facebook views for the brand's "break the Internet" campaign spoofing Kimye's oiled-up "Break the Internet" photo.
The sexy commercial, posted on Facebook on Nov. 19, went viral as a sponsored post on Facebook.
The come-on: "I’ve heard power can be sexy. If that’s true, then I think my 2.5x more powerful Liquid Muscle might just be the world’s sexiest cleaner ever."
Watch the (mildly dirty) spot below.Continue reading...
Posted by Shirley Brady on November 24, 2014 10:19 PM
Dispelling any fears in the wake of Monday's Wall Street Journal article about its #HolidayBuds Millennial-skewing campaign that it's retiring the iconic Clydesdale horses, Budweiser has released its holiday "drink responsibly" ad—which features its Clydesdales—earlier than planned.
The holiday campaign is a partnership with Uber competitor Lyft, in which the AB InBev-owned beer brand is "helping Lyft riders make a plan to make it home safe this holiday season, and we brought the Budweiser Clydesdales along for a surprise in Boston."Continue reading...
Posted by Catherine Straut on October 30, 2014 04:01 PM
A successful mascot can make or break a brand. More than a marketing tool, brand characters can offer priceless longevity and recognition. Well before brands began engaging consumers with Twitter and Facebook, mascots were a key part of forging the humanization of corporations. Today, they are still used as an anchor for many a product and company’s campaigns, outreach and overarching narrative.
But not all mascots are created equal. Striking the right balance of timely and timeless while crafting a strong notion of personality and coining a catchy jingle or pithy tagline to solidify its presence in the consumer’s mind is no easy feat.
Why and how are some just a flash in the pan—or worse, an ongoing PR nightmare—while others become cultural phenomena or make the Madison Avenue Walk of Fame?Continue reading...
Posted by Mark J. Miller on October 29, 2014 02:28 PM
America’s interest in soccer continues to grow, as evidenced by the huge numbers of U.S. TV viewers for this year's FIFA World Cup. Add to that the rapidly growing Hispanic market and influence in America, and it appears that Cheetos may be making a very smart move with the creation of its own soccer team, Los Cheetahs, and tournament.
As part of a new campaign, Los Cheetahs are scheduled to play their "rivals," Los Jefes, in a series of games. The nationwide tour kicks off on Nov. 8 in Long Beach, CA, when Los Cheetahs will play their first game at a custom-built beachfront soccer stadium. After that, the teams will traverse the U.S. to showcase their fancy footwork—and the Cheetos brand, of course.
Los Cheetahs, a name inspired by the brand's Chester Cheetah character, won’t be giving the English Premier League or Major League Soccer any competition, however. This team is basically the Harlem Globetrotters of soccer with a slew of tricksters ready to juggle, trick shot, and get fans cheering throughout the game.Continue reading...
Posted by Dale Buss on October 22, 2014 05:01 PM
All sorts of brands related to cars—and some that aren't—have tried public service campaigns and branded content to highlight the dangers of driving, especially while intoxicated or distracted, to the teenaged motorists who are most vulnerable to fatal mistakes.
Now, Michelin has come up with "Beyond the Driving Test," a campaign for National Teen Driver Safety Week this week with the hashtag #safedrivers to make new and young drivers more aware of potential safety hazards that are less directly the result of negligence or distraction but which can be just as deadly.
To make that message resonate, the tire brand is harnessing some of the biggest teen influencers on YouTube to share clever videos that shed light on problems such as poorly maintained tires.Continue reading...
Posted by Mark J. Miller on October 21, 2014 03:24 PM
For a short period back in 2012, the world could not escape Jeremy Lin. His brand equity, near the bottom of the heap when the year started, shot up within a few short games as one of the New York Knicks to be equal with Kobe Bryant’s. His mere existence (and the public’s insistence on seeing him) was enough to help settle a massive contract dispute between Time Warner Cable and MSG Network, and there was only one word to describe what has happening: Linsanity.
But that kind of nuttiness couldn’t be maintained. The Harvard grad knew that even then. Now the 26-year-old California native is on the same squad with Bryant and aiming to help the Los Angeles Lakers rise to power again by bringing a steady, workmanlike presence to the team.
That attitude spills over into his new ad for adidas China, “Employee of the Year,” in which he plays a modest, unassuming store employee. Continue reading...
Posted by Mark J. Miller on October 20, 2014 01:27 PM
Basketball fans in Cleveland were so irate four years ago when LeBron James decided to leave the Cavaliers and join the Miami Heat that some took to the streets and burnt his jersey. But now, after winning two NBA titles, he’s back and they are ready to give him anything he may need.
No matter how great James was in his first run with the Cavs, he had a hard time attracting quality players to join a team that had a long history of losing. Now the Cavs are the city’s best hope to break a 50-year title drought. The NFL’s Browns took the top spot in the NFL in ’64.
But LeBron is back, baby, and one brand that is jumping onboard is Beats by Dre. In a new video campaign from the Apple-owned brand, James goes back to his hometown of Akron, Ohio, where he sees plenty of “Welcome Back” signs. Fans, meanwhile, get to see the shirtless James working out, sweating hard, and listening to tunes on his Beats. "Don't ever forget where you came from," James says.Continue reading...