Best Global Green Brands 2014

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Coke Captures Cola Fandom in First-Ever User-Generated Ad

Posted by Alicia Ciccone on May 21, 2014 10:56 AM

Coca-Cola has hopped on the UGC bandwagon with its latest installment in "The AHH Effect" campaign aimed at teens.

Following in the footsteps of Airbnb's use of Vine videos, PepsiCo's fan-produced Super Bowl halftime spot, and Canon's Project Imagin8ion, Coke used fan-submitted video clips to form a new TV commercial, which premiered Wednesday and will air across teen-focused networks like CW, MTV and Adult Swim, Adweek reports

Teens were invited to share—and record—what it feels like to take a sip of Coke. Out of over 400 submissions, 40 short videos were selected to be edited into the TV spot, with submissions hailing from around the world. The 30-second spot features fans striking a pose, dancing (in a polar bear costume) and taking a dip in the ocean, among other things, after drinking the bubbly beverage.Continue reading...

chew on this

Yes We Can: U.S. Canning Industry Gets Cooking to Woo Millennials

Posted by Mark J. Miller on May 8, 2014 05:36 PM

Baby Boomers are skipping a generation and handing their power position over to Millennials—at least in the food department. According to FastCasual.com, Millennials and Hispanics will be the driving force behind America's eating behaviors in the next five years while the Boomers' numbers continue to dwindle. 

NPD Group's "The Future of Eating: Who's Eating What in 2018?" report indicates that both Millennials and the members of "Generation Z" (0 to 23-year-olds) would like to have "more involvement—not necessarily more complexity—in preparing their meals, especially at breakfast." Growing interests in food preparation follow the all-natural eating trends that still dominate the market.

But the NPD research is only adding to the uphill battle that canned goods makers—and more specifically, those who make the cans—are fighting.

The Canned Food Alliance, a consortium with the American Iron and Steel Institute that includes steel makers and can manufacturers, is hoping to give canned foods a reputation boost after food-can shipments have declined 14 percent in the last decade, according to Reuters.Continue reading...

campaign tactics

Nissan USA CMO Interview on Snapchat, Hispanic Outreach for Altima

Posted by Dale Buss on May 7, 2014 12:11 PM

Nissan is trying to add to its US marketplace momentum with a new campaign that uses a subterfuge technique with a long and successful history in commercials to underscore the performance chops of its Altima. "Ride of Your Life" demonstrates that Altima has convincing "vroom" under the hood even though it's the brand's flagship four-door, family sedan.

Also intended to generate excitement for the brand's year-end closeout sale and generate traffic to dealerships, the "Ride of Your Life" campaign hinges on a TV spot that launched on U.S. cable networks on Monday, driving traffic to ChooseNissan.com.

The spot depicts real consumers reacting with surprise and delight after riding in an Altima around a real racetrack. The catch: the stock car had been dressed to look like a racing version of Altima—and the delight came afterward, from consumers realizing that this was a version of Altima they could actually own.

"Performance is still very relevant to the American consumer," Nissan USA CMO Jon Brancheau told brandchannel about the concept and inspiration for the campaign. "In this case we're illustrating that in an exciting fashion with consumers who are genuinely surprised."Continue reading...

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...

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