Posted by Mark J. Miller on April 1, 2013 05:54 PM
Every April 1st, Google tries to outdo itself with a new array of April Fools' Day pranks, and this year was no different.
Users of Google quickly spotted a “Google Nose” link that appeared on April 1st that invited consumers to smell what they are seeing on the site, whether it is a campfire or a flower. Or, at least, it would let them “leverage new and existing technologies to offer the sharpest olfactory experience available.”Continue reading...
truth in advertising
Posted by Sheila Shayon on March 29, 2013 04:08 PM
Trouble is brewing between Kraft Foods and Starbucks. The one-time partners have turned courtroom rivals over the $6.6 billion ground coffee category and the former’s advertising claims for its Gevalia Kaffe brand, which Kraft touts as "an exclusively smooth yet rich coffee experience that has been perfected by Swedes since 1853."
In its latest Gevalia campaign, Kraft says a blind third-party taste test “found nearly 60 percent of coffee drinkers preferred Gevalia's House Blend over Starbucks House Blend, versus 34 percent favoring the latter.”
Kraft’s premium coffee brand is leveraging its commissioned survey of U.S. adults to the hilt with its new TV campaign featuring a Swede named Johan, who is seen in the coffee aisle at a grocery store telling shoppers about the taste test while standing next to displays of ready to take home packages of Gevalia and Starbucks coffee.Continue reading...
Posted by Dale Buss on February 27, 2013 09:09 AM
AB InBev fiercely denies allegations that it waters down Budweiser, as its earnings are boosted by U.S.
Twitter sees potential valuation soar as it mulls IPO.
Cablevision sues Viacom for making it run second-tier channels.
AMC is propelled by "The Walking Dead."
Apple is expected to address cash horde at annual meeting as it tries to crack India market with iPhone.
Asus plans aggressive push in U.S. PC market.
Boeing encounters lack of battery expertise as probe of Dreamliner drags on.
Facebook opens up its ad exchange to sell everything but Google.
GM CEO Dan Akerson requests no pay raise for second year in a row.
Huawei kicks off branding campaign at Mobile World Congress.
In-N-Out Burger is kept on track by heiress.
Kraft debuts theme of Velveeta as "liquid gold."
Macy's plans to intensify digital efforts and issues upbeat outlook.
Milwaukee Brewers renew deal with long-time sponsor Miller Lite. Continue reading...
Posted by Shirley Brady on February 10, 2013 09:04 PM
In addition to new campaigns for Ford's "Hello Again" music project for the Lincoln brand and Kraft's "We are the World"-like music video for its Miracle Whip dressing during the Grammy Awards telecast on CBS, a host of other brands used the post-Super Bowl platform to make some noise.
Anheuser Busch InBev's Bud Light Platinum debuted its new new campaign by its new "creative director," Justin Timberlake, while Target also used the Grammys to kick off its tie-in with the singer's new album and promote its tie-ins with singer Pink and fashion designer Prabal Gurung:Continue reading...
Posted by Shirley Brady on February 10, 2013 05:13 PM
Call it "We are the Swirl." As brandchannel broke on January 7th, Kraft's Miracle Whip dressing brand has produced its first musical video, an "anthem" that will premiere during Sunday night's Grammy Awards telecast, but won't run on CBS. Instead, it's being promoted on the brand's social and digital channels.
The tongue-in-cheek video, above, stars Scottish songbird Susan Boyle (in her first U.S. commercial endorsement) and an unlikely crew of musicians, including Lance Bass (formerly of 'N Sync and readying his first solo album), country star Wynonna Judd, '80's pop star Tiffany, former Guns N' Roses guitarist Gilby Clarke, alt rock drummer Philip "Fish" Fisher of Fishbone, heavy metal singer Don Dokken, rap/hip-hop artist Chali 2na, and members of the Village People.
In the vein of "We are the World" and other musical pleas for understanding, the eclectic mix of performers sings "Keep an Open Mouth," continuing on a theme that debuted during last year's Academy Awards telecast. The sense of humor is in keeping with a brand that makes light of its claim that "a lot of people say they hate us without every (even) trying us," as its YouTube channel notes.
As Judd tweeted, the campaign's goal is "to set all the pre-judgers out there straight." Addressing the "haters," the Miracle Whip Twitter feed promoted the video (hashtag: #KAOM) with the comment, "Don't knock it 'til you try it," and will be live-tweeting throughout the Grammys telecast.
Posted by Dale Buss on February 7, 2013 07:45 PM
Famous mouths opening up — isn't that what the Grammys are all about?
Miracle Whip has just posted a teaser video on its YouTube channel (watch above) hinting at some of the gold-plated throats that will help the brand promote its sponsorship of Sunday's Grammy Awards telecast on CBS, recording a song (a title guess: "We are the Swirl"?) and using the tagline — "Keep an Open Mouth" — that the Kraft-owned brand introduced during another awards show: the 2012 Academy Awards.
Participating musicians include Scottish singer Susan Boyle, country legend Wynonna Judd (who's been tweeting about the launch—see below), former 'N Sync vocalist Lance Bass, '80's pop star Tiffany, former Guns N' Roses guitarist Gilby Clarke (who tweeted an Instagram photo of Boyle with his motorcycle; thanks, Fairacre, for the Twitter tip), and members of the Village People (who posted photos from the video shoot on Facebook), all seen in a behind-the-scenes video during the taping at Ocean Way Studios in Hollywood.
The teaser ends: "Famous Mouths Are Opening Up for Miracle Whip" and promises an "epic video" (update: watch it here) that will be "opening" on Sunday. Ahead of Sunday's debut, the campaign is being promoted on the brand's Facebook page and on Twitter with the hashtag #KAOM, an acronym for the "Keep an Open Mouth" tagline.Continue reading...
Posted by Dale Buss on February 5, 2013 04:55 PM
Kraft is moving to prevent Cracker Barrel restaurants from extending its store brand into American supermarkets, where Kraft's Cracker Barrel cheese brand has been a major player since 1954.
There was seemingly no big threat to Kraft or to its Cracker Barrel cheese trademark when Lebanon, Tenn.-based Cracker Barrel Old Country Store sold merely a few grocery items under the Cracker Barrel name at small general stores attached to most of its 600-some U.S. restaurants.
But now that Cracker Barrel has struck a major licensing agreement with the John Morrell Food Group to sell Cracker Barrel-branded food products through grocers and mass merchandisers, Kraft says it is concerned that the restaurant chain's brand expansion could create confusion among consumers — and thereby damage the Kraft line.Continue reading...
Posted by Sheila Shayon on February 4, 2013 01:27 PM
The Oreo brand showed a digital nimbleness heretofore unseen during Sunday night’s Super Bowl game — the stuff marketers dream about.
The Mondelez-owned Oreo had already aired its Super Bowl TV commercial, "Whisper Fight," which promoted the “Cookie or Creme?” debate with a social marketing campaign: an Instagram link to continue the conversation, visually. The spot asks: Is the cream or the cookie that is the most delicious part of an Oreo?
It was an engaging brand message that cost the company $3.5 million. But then the lights went out. "What happens when everything changes, when you go off script?" Hofstetter said. "That was where it got fun. You need a brave brand to approve content that quickly. When all of the stakeholders come together so quickly, you've got magic."
And then: Blackout. It took the cookie brand just 20 minutes from the time the lights unexpectedly went out in the Superdome to create and tweet an image of an Oreo cookie against a black background carying an inventive line of copy: "You can still dunk in the dark.”
The quick response went viral, as it was retweeted more than 12,000 times and won the Twitterverse award of the game's “Ad Bowl.” The Wall Street Journal called it "culture-jacking" the Super Bowl, while CNET called it "brilliant." The brand saw its Instagram following soar. So how did they pull it off?Continue reading...