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World Cup Daily

World Cup 2014: Welcome to the Non-Sponsor Main Event

Posted by Mark J. Miller on May 29, 2014 02:19 PM

Nike and Samsung may not be official sponsors of this summer's World Cup in Brazil, but that's not stopping them from taking full advantage of the event. The pair top a new list from Unruly Media of the most-shared football/footie/futbol-related videos. In fact, non-sponsors are responsible for 54 percent of total shares.

FIFA's official brand partners that made it into the top 11 ranking include Castrol and its "Footkhana" video; Coca-Cola, which has turned out a slew of soccer-related campaigns; Emirates Airlines; and Visa. Non-sponsor Pepsi, attempting to give its rival a run, was ranked at No. 14. Sponsors that didn't make it into the top 10 include Budweiser (16), Sony (18), McDonald’s (20), Johnson & Johnson (24), and Kia (26).

Part of the opportunity and challenge of being a World Cup official sponsor is the event's global appeal. According to Ad Age, 175 of Coca-Cola's 207 markets have adapted Coke's central campaign (see more below) for the 2014 World Cup. In comparison, only 100 markets bought into the brand's London 2012 campaign. The higher buy-in this year is partially due to making the campaign creative relevant locally with a customizable logo.Continue reading...

brand news

Brand News: Twitter/Omnicom, Google's New Car, Microsoft and more

Posted by Shirley Brady on May 28, 2014 08:21 AM


Twitter, on track for 400 million users by 2018, signs $230 million partnership with Omnicom, shares real-time music stats with Billboard, and releases all tweets to science.

Google unveils internally built self-driving car (above) with no brakes or steering wheel.

Microsoft CEO Nadella lays out "post-post-PC" leadership vision and demonstrates real-time translation for Skype.

Massimo Vignelli, acclaimed for American Airlines logo and other iconic designs, has died at 83.

Nasdaq nears 13-year high as tech stocks soar.


A+E reveals Bio cable network rebrand as FYI.

Accenture finds that 72 percent of Americans would bank with Walmart, Google or T-Mobile.

American Express launches digital push for 14th Unstaged concert, featuring Pharrell Williams.

AP/Equilar study finds that median CEO pay passed $10 million in 2013.

Apple and Google vie for control of the Internet of Things.Continue reading...

brand revival

Nestea Plunges Back Into US Beverage Market with Renewed Campaign

Posted by Dale Buss on May 26, 2014 05:10 PM

Nestle wants to get back in the US tea game in a big way, so it is dusting off a favorite advertising slogan of American boomers—“Take the Nestea Plunge”—and reinterpreting it for a new generation of tea drinkers.

The original “Plunge” ad campaign debuted in the Seventies and ran through the Nineties and featured individuals in need of refreshment falling backward into a pool of water after taking a sip of Nestea, cementing the brand’s place in pop-culture history. Now it's back with a new ad campaign that updates the iconic ads and tagline.

“The brand hadn’t been actively communicated in a decade,” Rick Tanner, vice president of marketing for Nestle Waters, told brandchannel. “In consumer testing, ‘Take the Nestea Plunge’ just resonated as to how to bring the brand back.”Continue reading...

chew on this

Frozen-Food Brands Latch Onto Freshness in New Collective Campaign

Posted by Dale Buss on May 14, 2014 12:13 PM

Growth in the US grocery business is mostly coming from fresh foods, some of them organic and “natural,” many of them “locally” produced and “clean-label” or as unprocessed as possible. However, that's is not the perceived profile of the typical frozen food.

America’s big frozen-food brands have faced sales stagnation. So, many of the brands and companies—ConAgra, General Mills, Heinz, Hillshire, Kellogg’s, Nestle, Pinnacle and Schwan’s—are getting together in a new, $30 million advertising campaign meant to persuade American consumers that frozen fare is the next best thing to fresh.

In fact, the three-year effort is called “Frozen. How Fresh Stays Fresh.” It seeks to portray freezing “as nature’s pause button,” inspired in part by Wendy’s tagline, “Fresh, Never Frozen.” The similarly beleaguered US canning industry is also attempting a comeback.Continue reading...

sip on this

New Mondelez Joint Venture Could Grind No. 1 Nestle's Coffee Beans

Posted by Dale Buss on May 9, 2014 10:37 AM

Mondelez International has created a new global player in the burgeoning coffee market by merging with Amsterdam's D.E. Master Blenders. While a potentially strong scale play for Mondelez and its coffee brands, the new player can be expected to make life more difficult for industry leader Nestle.

In joining its coffee portfolio with the Dutch giant, Mondelez is creating a new company called Jacobs Douwe Egberts that will be based in the Netherlands. The combined company will oversee coffee brands including Gevalia, Tassimo, Senseo, Douwe Egberts, Pilao and, outside of the U.S., Maxwell House.

"Jacobs Douwe Egberts will leverage the rich histories of both companies, combining our complementary geographic footprints, portfolios of iconic brands and innovative technologies to offer more people around the world more access to high-quality coffee and allowing the company to capitalize on the significant growth opportunities in a highly attractive market," Pierre Laubies, CEO of D.E. Master Blenders and prospective CEO of the combined company, said in a statement.Continue reading...

brand news

Brand News: Barclays, FedEx, McDonald's and more

Posted by Dale Buss on May 8, 2014 09:11 AM


Brands to Watch

Barclays slashes 19,000 jobs and reins in Wall Street ambitions.

FedEx jolts e-commerce with charging by package size.

McDonald's same-store sales rise in China as company braces for global strike.

Tesla plans to break ground on gigafactory but disappoints with quarterly performance.

Toyota sees earnings hit by US recall settlement while performing well overall.


Abercrombie & Fitch and Old Navy try to sell their brands in China.

Costco steps up presence in beauty trade.

DirecTV weighs possible deal with AT&T.Continue reading...

brand news

Brand News: Alibaba, Airbnb, HP and more

Posted by Dale Buss on May 7, 2014 09:12 AM


Brands to Watch

Alibaba files for U.S. IPO that is expected to be record-breaking.

Airbnb hires Coca-Cola's Jonathan Mildenhall as CMO.

Fiat Chrysler five-year plan elevates Chrysler brand, downplays Dodge.

HP invests $1 billion in cloud computing.

Twitter stockholders sold massively as lockup expired; stock price plunges.


AOL acquires consumer-tracking platform.

Coca-Cola lifts lid on agency bonuses for cutting-edge work and drops "You're On..." tagline for Diet Coke.Continue reading...

sip on this

New Nespresso Machine Brews High Hopes for Nestle in US Single-Serve

Posted by Dale Buss on February 19, 2014 01:26 PM

Nestle believes it's finally got the hardware to mount a serious drive at becoming the same kind of major presence in the US single-cup coffee market that it is in Europe.

The new $299 VertuoLine from Nestle's Nespresso brand will produce American-style large cups of coffee as well as Nespresso's traditional espresso blends. Nestle hopes the 8-ounce offerings will better appeal to US tastes than its European-influenced emphasis on espresso, which has kept Nespresso from getting much of a foothold in the United States against Green Mountain's K-Cups.

Jean-Marc Duvoisin, CEO of Nestle Nespresso, described VertuoLine as a "game changer" that would revolutionize the most successful segment of the North American coffee market and change home brewing.Continue reading...

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