in the spotlight
Posted by Shirley Brady on January 28, 2015 06:14 PM
Day 3 at Advertising Week Canada in Toronto today covered topics ranging from brand-building in a customer-centric world to building engagement and passionate communities, with speakers from the NHL and Twitter. Below, enjoy some key takeaways from participants; don't miss our coverage from days one and two; and follow the action at #FFWD2015: Continue reading...
Posted by Sheila Shayon on January 28, 2015 04:35 PM
A day after announcing it's no longer just an ephemeral messaging app where users can set a time-limit for photo, video, text or drawing ‘snaps’ before they disappear, Snapchat is officially in the original content business.
On Tuesday, Snapchat introduced its users to Discover, a platform giving brand marketers the ability to syndicate their videos via branded channels. Partners at launch include MTV Networks' Comedy Central, Scripps' Food Network, CNN, ESPN, National Geographic, Vice, Yahoo, and Warner Music Group.
A day later, it has launched its first original series in SnapperHero, a shortform scripted series featuring YouTube and Vine stars with input from viewers. It's sponsored by AT&T and produced by Astronauts Wanted, a teen-skewing content studio headed by MTV Networks' former CEO Judy McGrath and backed by Sony, and Fullscreen Inc.Continue reading...
brands under fire
Posted by Mark J. Miller on January 28, 2015 02:03 PM
A glass of milk once sat on a sainted list for all Americans that included such things as baseball and Budweiser. The former, of course, became tainted with the performance-enhancing-drug era while the latter now boasts corporate headquarters in Belgium.
Milk is facing its own hurdles and the dairy industry is doing all it can to fight back. Last year MilkPEP (aka the US dairy industry's Milk Processor Education Program) ended its longstanding "Got Milk?" campaign—known for its celeb-heavy milk mustaches—in a bid to address a deeper existential crisis.
Last year was also when the British Medical Journal published findings that challenged milk's health claims with research indicating that “drinking lots of milk could lead to earlier deaths and higher incidents of fractures,” the Associated Press reports. While the British researchers “urged a cautious interpretation” of the study, that didn’t stop a slew of news organizations and anti-dairy bloggers brabbing onto the idea that “Milk Can Kill You!”
Now the dairy industry is fighting back in the most modern way it can—social media—with a campaign that was quickly ambushed by the forces it's trying to fight.Continue reading...
chew on this
Posted by Shirley Brady on January 28, 2015 01:02 PM
Is Domino's turning into a Dominos-trix? The above ad, seemingly 'tied' to the looming 50 Shades of Grey release, raised eyebrows when it surfaced this week, prompting a hasty explanation.
“It’s real,” spokesman Tim McIntyre tells PEOPLE of the Sriracha-themed piece. “The ad was created and pitched by an agency to the independent franchise in Israel.”
However, it's staying on the drawing board. “It never ‘officially’ appeared anywhere, because it was ill-advised, unfunny and not brand-appropriate. In a word, it was stupid.”
Update: Domino's tweeted this response to us —
Posted by Sheila Shayon on January 28, 2015 12:28 PM
The IKEA Group Sustainability Report for fiscal year 2014, released today, indicates that the world's biggest furniture retailer is delivering on its People & Planet Positive strategy. The corporate citizenship-foucsed company is delivering results socially and financially, with total 2014 sales to EUR 28.7 billion, a 5.9% increase over 2013.
“FY14 was a good year for IKEA,” stated IKEA Group President and CEO Peter Agnefjäll. “We reached some important milestones towards becoming energy independent and saw a 58% increase in the sales value of products that enable people to live a more sustainable life at home. Sustainability is an integral part of our business strategy.”
As highlighted in the new report:
• Sales of IKEA products for a more sustainable life at home grew by 32% compared with 2013, reducing water usage and waste. Continue reading...
Posted by Dale Buss on January 28, 2015 11:59 AM
Mountain Dew is a unique success story in the struggling carbonated soft-drinks business, with PepsiCo's youth-tinged brand proving at least able to hold its own in sales over the last few years in a declining category and outperforming the company's flagship Pepsi brand and other carbonated soft drinks (CSDs) as well.
What's the secret? For one thing, the Mtn Dew brand itself is unique. And over the last several years, PepsiCo has done a particularly good job of bringing innovation to Mtn Dew with new flavors, limited-time flavors, crowdsourcing of flavors and effective marketing aimed at Millennials.
Three years ago, Mtn Dew struck gold with the introduction of Kickstart, a line that is infused with 5 percent juice and vitamins as well as the taste, fizz and caffeine that have always made Mtn Dew appealing. What's more, Mtn Dew was able to nurture Kickstart into a $250 million-plus brand in just its second year.Continue reading...
Posted by Sheila Shayon on January 28, 2015 11:01 AM
As Yahoo continues to test revenue models (and finally resolve its Alibaba stake), its Tumblr brand is becoming increasingly attractive as a messaging platform for marketers.
Yahoo is slowly delivering brand partners to help monetize, leverage and create engagement on Tumblr with ever more sophisticated resources for branded content and outreach.
Case in point: Tumblr's partnership with Canada's Travel Alberta, a provincial tourism program aimed at drawing American tourists north of the border to experience Banff and its other stunning sites.Continue reading...
Posted by Shirley Brady on January 28, 2015 08:00 AM
Super Bowl watch: Kia reveals Bond-like Game Day commercial with Pierce Brosnan (above) ... GoDaddy pulls Budweiser-teasing spot with lost puppy following complaints as Budweiser reveals its lost puppy spot (and soft spot for Clydesdales) ... Coca-Cola aims to make the Internet a happier place in SB49 teaser campaign that also features longtime GoDaddy ambassador Danica Patrick ... Nissan promotes #withdad campaign with Clay Matthews Jr. ... Hyundai releases Game Day spot for Canadian market ... Pepsi promotes Hype Your Hometown winner ... Volvo promotes its Big Game campaign on social ... American Family Insurance teases #dreamfearlessly ... Facebook takes a page out of Twitter's Super Bowl playback with contextual ads ... and the NFL releases chilling anti-domestic violence PSA while making Richard Sherman put away Beats headphones at Super Bowl Media Day.
US milk industry (MilkPEP) fights back against activists and preconceptions with social campaign to make milk relevant, and in wake of dropping "Got Milk?" campaign, but sees #getreal and#milktruth hashtags ambushed by "anti-dairy folks."
Apple crushes analyst expectations with record-breaking quarter fueled by iPhone sales—the biggest quarterly profit of a public company in history, according to S&P.Continue reading...