Posted by Abe Sauer on May 19, 2011 02:00 PM
You don't go into battle with the mascot you want, you go with the mascot you have. That's what the Captain Morgan brand of rum is doing with a tuned up version of its pirate character, Captain Morgan.
As with Batman and James Bond, Captain Morgan is getting a "gritty and real" makeover, transforming him from a red-coated cartoon buffoon to a scruffy, brooding rum-swilling badass more in keeping with his "privateer" roots.
The Diageo-owned brand's new campaign, "To Life, Love & Loot," boasts an Academy Award-winning director in Tom Hooper (The King's Speech). In the new campaign, starting with the "Dive" spot above, Hooper is again directing a period piece — only this time based on the fictional character of Captain Henry Morgan.Continue reading...
no kidding around
Posted by Dale Buss on May 18, 2011 05:30 PM
It’s becoming apparent that childhood-obesity watchdogs aren’t going to be happy until Ronald McDonald is in a different set of vertical stripes — more like the black and white ones found on the Hamburglar.
A group of activist physicians (including Patch Adams and Andrew Weil) and health advocates have stepped up a pressure campaign against McDonald's to bench the 43-year-old iconic mascot – and oh yes, by the way, to stop marketing its nutritionally suspect fare to children.
A group calling itself Corporate Accountability International took out full-page advertisements in several major US newspapers today including the text of an open letter to McDonald's CEO Jim Skinner under the headline, “Doctors’ Orders: Stop Marketing Junk Food to Kids."
The group also planned to send representatives to McDonalds’ annual shareholder meeting tomorrow (where a group of Philadelphia nuns will also be lobbying to oust Ronald) to make an in-person plea for his retirement.Continue reading...
Posted by Barry Silverstein on April 26, 2011 03:00 PM
You might say Vlasic is in a pickle.
The pickle brand is familiar to Americans thanks to a cartoon stork mascot that was introduced in 1974 with attitude and voice inspired by Groucho Marx. It's still got the stork, but trying to avoid a classic case of being overlooked by consumers.
Pickles, after all, are made to be on the side, an accompaniment to the main event; like a condiment, they are meant to complement other foods. As a result, pickles may become relegated to the bottom of a consumer's shopping list, or worse, left off altogether. Shopping lists (or nowadays, shopping apps) have become increasingly essential to consumers as rising prices force them to manage their food purchases.
That's why Vlasic is fishing where the fish are — or shopping where the shoppers are. The brand is paying for signage in grocery stores, using in-store shelf ads near related products such as ground beef and burger buns in a new effort to beef up market share. In choosing which items it wants to flank, Vlasic cites researching showing that around 80% of pickles consumed by Americans accompany a hamburger or sandwich.Continue reading...
Posted by Shirley Brady on April 26, 2011 01:30 PM
No more edgy comedians for Aflac.
After firing Gilbert Gottfried for tasteless tweets about the recent disaster in Japan and launching a nationwide search, Aflac today announced the new voice of its duck mascot — Dan McKeague, a 36-year-old classic rock radio station sales manager from Minneapolis, MN, who beat 12,500 contenders for the role.
His first Aflac spot (below) will debut, appropriately, during tonight's premiere of The Voice — a competition to find America's next great singer — on NBC.Continue reading...
Posted by Abe Sauer on April 21, 2011 01:00 PM
Yesterday we reported that the Fargo Tourism Bureau had finally done the right thing and embraced its cult status by displaying an official Fargo "wood chipper" with which tourists can take photographs. It's an admirable display of a sense of humor.
Staying in North Dakota, we have another story that could use a little more of a sense of humor about doing the right thing. Except, nobody in the state can agree on what the right thing is. No matter, the NCAA has ruled and the University of North Dakota's Fighting Sioux logo and name must be scrapped… even though the state passed a law prohibiting the change.Continue reading...
Posted by Shirley Brady on April 20, 2011 04:30 PM
As we highlighted last week, Ford and Travelocity are teaming up for a cross-promotion that leverages one brand's classic mascot — Travelocity's Roaming Gnome, currently hosting a #greengnome pre-Earth Day scavenger hunt in New York — and a newer upstart in Doug, the 2012 Ford Focus "spokespuppet."
In a just-released video that includes a nod to Travelocity partners such as the Beverly Wilshire hotel, the co-branding move is pegged to a sweepstakes that kicks off today.
Posted by Dale Buss on April 15, 2011 04:00 PM
Doug, the felt mascot for the 2012 Ford Focus, has a human handler in John, the orange puppet’s constant companion in Ford’s ever-unfolding YouTube campaign. But, without even a Dear John letter, Doug has found a more simpatico companion: the Travelocity gnome.
As teased on the Facebook pages for Doug and Travelocity's intrepid gnome, along with their Twitter feeds, the duo hit Los Angeles to shoot a video for a co-branded sweepstakes in which participants can win a trip to L.A., including some of the locations featured in the video.Continue reading...
Posted by Dale Buss on April 6, 2011 03:00 PM
Doug the Orange Puppet is barely two weeks old, and already it’s been a wild ride watching him grow up. In Ford’s latest YouTube spots featuring the cheeky mascot for the 2012 Ford Focus – released this week – the emphasis of Doug’s life returns to the automobile.Continue reading...