Best Global Green Brands 2014

campaigns

Apple Looks to Connect the Dots for 5C Sales with Tumblr Campaign

Posted by Sheila Shayon on March 3, 2014 04:12 PM

Apple, which traditionally has kept its distance from social media, has launched a campaign for the iPhone 5C on Tumblr. 

The campaign, built around the tagline "Every color has a story," featured 15-second "colored" video ads (with a sixth in the works) in English, French and Spanish titled: "Porte de Lilas" (Gates of Paris), "Viva o Carnaval" (Live the Carnival), "Showtime," and "Enjoy the Show." 

Each video ad plays a different song and showcases the dots featured on the back of the iPhone 5C's official case and on iOS 7's dynamic wallpapers, with the dot effects forming into animations of rock concerts, carnivals, ice skating and more.Continue reading...

digital moves

Food & Wine Goes After Trendy, Hungry Millennials with New FWx Online Hub

Posted by Sheila Shayon on February 28, 2014 01:58 PM

Foodies and Millennials—could there be two more trendy consumer groups? Time Inc. doesn't think so, so its Food & Wine magazine has launched a new digital brand, FWx, geared toward the generation that loves to eat, drink and be merry.

The mobile-first consumers now have a didicated website that will play host to the usual fare of cocktail recipes and trending canapés, but also brief posts and 15-second FWx videos on topics like a quick rebound from a late night out, how to assess your date’s sexual persona from his eating habits and "cheat sheets" before your next cocktail party to appear au courant. 

"We feel like it’s a totally untapped market for lifestyle content," Alex Vallis, editor of FWx, told Adweek. "This demo, they’re omni-saturated,” Vallis added. “They want to read about food in these other contexts. You want to go to this party and have a really good time, but you want to look informed."Continue reading...

campaigns

Oakley Opens Doors to Design Inspiration in New Global Campaign

Posted by Mark J. Miller on February 28, 2014 12:52 PM

While Oakley has been around since 1975, the secretive accessories brand has never ran a global marketing campaign—until now.

The company's "Disruptive by Design" campaign puts a hard focus on the high-quality design that supports the Oakley brand. The campaign aims to show the "inner sanctum where its products have been mysteriously designed, in the hope of joining the ranks of high-flying sports performance brands like Red Bull and Nike," Adweek notes

"Disruption has always been core to our DNA and for the first time, we are giving insight into our practices," said Tom Cartmale, global brand communications director for Oakley.Continue reading...

campaigns

New York Lottery Appeals to Cause-Driven Millennials with Give Back Campaign

Posted by Mark J. Miller on January 29, 2014 07:37 PM

The New York Lottery has generally marketed itself as a means to get rich quick. All you need is a dollar and a dream, after all.

But now the state-run system wants its low-stakes gamblers to know that there dollars—winners or not—are cycling back into the system to help public education. The new campaign, “Everybody Wins,” features South Bronx grade schoolers from the Gibson Group of Haven Academy singing “Thank you for being a friend” when someone buys a ticket at a convenience store.

New York is asking schools to upload videos of their kids singing the song to the brand’s Facebook page. There, the videos will compete to win a grand prize of $10,000 for their school, while others could earn $5,000 and $2,500 prizes.Continue reading...

car talk

Rumor Control: Gen Y Consumers Are Still Interested in Autos

Posted by Dale Buss on January 22, 2014 07:33 PM

After further research, auto brands' biggest fears about Generation Y seem to be founded in developing realities: They aren't as interested in cars per se as previous generations, and the ones who are can't afford them as easily, according to new research by Deloitte.

But there's also some good news for the car industry: Millennials haven't given up on car ownership, and the more technology and alternative powertrains that companies employ in their vehicles, the more likely this demographic cohort is likely to find a way to buy them.

"Cars aren't at the top of the list but they are on the list for Gen Y purchase consideration, at No. 3 or 4," Tom Peyton, assistant vice president of national advertising for Honda, told brandchannel. That assumption is driving the new advertising campaign for Honda Civic that is aimed in large part at Millennials. "A lot of them still want a car. I'm not buying into the idea that it's Armageddon for young buyers."Continue reading...

what girls want

In a World of Photoshopping, Aerie and Dove Aim to Spur Selfie-Esteem in Girls

Posted by Sheila Shayon on January 22, 2014 05:17 PM

Aerie, the sister brand of American Eagle which markets bras, panties and sleepwear to girls in the 15 to 23-year-old set, is taking on an issue much bigger than itself in a new campaign, under the hashtag #aerieReal

Catching the consciousness wave of not marketing false, unattainable images to an impressionable audience, Aerie has pledged to stop using Photoshop and other retouching tools in its advertising. 

Their ads will no longer alter models “to inhuman proportions," The Daily Mail notes. “The shadow of a muscle or an extra bit of skin is not smoothed away; skin tone appears as is; and while some of the models are still skinnier than most, not all have perfectly flat stomachs or size AA busts.”

Dana Seguin, director of marketing for Aerie, told Adweek that the brand is not digitally removing freckles, tattoos, scars and other blemishes. "We're also not changing proportions. That's something a lot of people do," said Seguin, with their newest ads attesting: "The girl in this photo has not been retouched. The real you is sexy."Continue reading...

traveling brands

Marriott Wants to be Top of Mind in New York and to Travelers Everywhere

Posted by Mark J. Miller on January 8, 2014 04:42 PM

A record 54.3 million people visited New York City last year, and Marriott International has implemented a plan to capitalize on the renewed tourism by opening the city's tallest stand-alone hotel. Marriott must have a thing for heights since it also owns the world's tallest hotel, the 1,164-foot JW Marriott Marquis in Dubai.

The new 68-floor hotel in NYC, which cost $320 million to construct, is actually a combination of two Marriott brands with a 378-room Courtyard Marriott and a 261-room Residence Inn sharing the space on Columbus Circle at the southwest corner of Central Park.

“I’m certain either one of them would have done fine on their own,” Marriott Chief Executive Officer Arne Sorenson told Bloomberg Businessweek. “But here you’ve got a great location, an A-plus location, with two distinct products that will appeal to two distinct kinds of stays.”Continue reading...

traveling brands

Hip to Millennials' Travel Demands, Hilton Works On New Brand for Them

Posted by Dale Buss on December 16, 2013 03:37 PM

Millennials worldwide may not be getting jobs, but they're getting more places to stay. Hilton now expects to introduce a new hotel brand in 2014 aimed at young travelers to match a new offering by Marriott and one by Starwood.

The new Hilton brand of boutique, "lifestyle" hotels would emphasize style and design and be aimed at Millennials with enough money to travel for work or pleasure. It would aim to compete with W Hotels, a brand developed by Starwood, and with both Marritt's fledgling Edition hotels as well as the Moxy chain that it is developing for Europe with Ikea, according to the Wall Street Journal.

"It's something we're working on," Christopher Nassetta, Hilton's CEO, told the newspaper. Hilton currently has 10 brands and a wide range of hotels ranging from Hampton Inn to Waldorf Astoria.Continue reading...

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