super bowl

To Boldly Go: 5 Questions with Toyota's Jack Hollis on Super Bowl 2015

Posted by Dale Buss on January 30, 2015 02:12 PM

Four years is a long time, even in an industry where it often takes that long to produce a new vehicle from start to finish. But Toyota has required every single minute of those four years to recover completely from 2010-11, following massive recalls, strengthened US safety regulations and the tragic tsunami that cratered its production in Japan.

The brand enjoyed a 6 percent sales spurt in the US last year, and is returning to the Super Bowl once again as an advertiser. Unlike other automakers that have abandoned the event this year, Toyota plans two commercials during the Big Game on Sunday, and is leveraging its #OneBoldChoice campaign—which honors fathers and invites the public to honor dads too—in the days leading up to it.

brandchannel spoke with Toyota Group Vice President of Marketing Jack Hollis about what Toyota is doing before and during the Big Game.Continue reading...


Gap Inc-oming CEO Peck Gets His House of Brands in Order

Posted by Sheila Shayon on January 30, 2015 12:23 PM

Retailers are going through tough times in this post-holiday new year. Jones New York is closing, Kate Spade & Company is pulling the plug on its Saturday and Jack Spade stores, Christopher Burch is folding his C. Wonder business—and Gap Inc. raised eyebrows by closing its "smallest brand" with the shuttering of Piperlime's website and NYC store.

It's that last piece that bears watching as Gap Inc.’s new CEO, Art Peck, officially takes the reins on Feb. 1. Peck, the company's former head of digital, growth and innovation, has been quietly rearranging the Gap Inc. house of brands to better compete (and thrive) in an omnichannel world.

As part of the new Peck-ing order, today is the last day for Gap CMO Seth Farbman, following last month's announcement of new brand leaders at Gap and Banana Republic with the elevation of Andi Owen and Jeff Kirwan.

And on Thursday, Gap Inc. revealed that it's eliminating the global CMO title in its brands' org charts—instead, it's focused on the CXO with the naming of Scott Key as its first global head of customer experience.Continue reading...

in the spotlight

Brands Tackle Parenthood—And Our Petty, Better Angels

Posted by Fell Gray on January 30, 2015 10:59 AM

Similac Sisterhood Motherhood Mother 'Hood viral video

Last year, we saw brands finally let go of the classic image of family—two parents, joyful children, possibly a dog—for more relevant and accurate depictions. In their move to show diverse forms of family, brands like Honey Maid, Nikon, Allstate and Chevrolet created compelling connections through its real meaning. (And don't get us started on the weepy finale of Parenthood on NBC.)

While some brands continue to celebrate what unites us as families, others are starting to take a playfully honest look at what happens when we forget the things that we have in common. 

Similac’s satirical video—clocking 5 million-plus views in the past week—gleefully skewers parents, taking a keen look at the judgments that divide us as we all strive to make good choices for our children. Using the now-familiar music video parody lens, "The Mother 'Hood" reminds us that some of the childish playground drama is on the grown-ups. Continue reading...

brand news

Brand News: Gap, Kate Spade, Shake Shack and more

Posted by Dale Buss on January 30, 2015 09:18 AM


Gap and Banana Republic eliminate global CMO roles before Art Peck takes helm as CEO on Feb. 1.

Shake Shack garners IPO price well above expectations—with free burgers tomorrow to thank customers.

Kate Spade & Co. announces closure of Kate Spade Saturday and Jack Spade stores and China JV with Lane Crawford as Jones New York calls it quits.

Jay Z pays $56 million to acquire Aspiro and its Spotify-challenging WiMP and TIDAL music streaming services.

Super Bowl marketing reaches crescendo, as Fiat Chrysler plans three Super Bowl commercials (again) ... Lexus uses pre-game spot to tout new RC F driver's car with radio-controlled tiny cars ... YouTube plans to leverage halftime for streaming ads ... FaceCake demos virtual dressing room ... Russell Wilson has journeyed to big payday ... Mondelez firms up programmatic Big Game ad-buying plan ... and Canadians will finally get to see US Super Bowl ads — but not until 2017. Continue reading...

in the spotlight

#FFWD2015 Day 4: Mobile Moxie, Native Ad Savvy and more

Posted by Shirley Brady on January 29, 2015 06:12 PM

Day 4 at Advertising Week Canada in Toronto today covered topics ranging from native advertising to delighting mobile consumers, including speakers from Microsoft, Google and comScore. Enjoy some takeaways from the sessions, below, and don't miss our coverage from days 1-3—and get more via #FFWD2015 and @InterbrandCDNContinue reading...

super bowl

McDonald's Next CEO Suits Up for Super Bowl 'I'm Lovin' It' Reboot

Posted by Dale Buss on January 29, 2015 04:14 PM

McDonald's I'm Lovin' It 2015

Major changes abound at McDonald's, as Global Brand Officer Steve Easterbrook was just tapped to replace retiring CEO Don Thompson and its "I'm Lovin' It" brand platform is suiting up for a refresh during Super Bowl 49.

Easterbrook was anointed by the McDonald's board this week to try to wrestle the brand back onto a growth trajectory after the iconic fast food leader fell on increasingly difficult times during Thompson's 31-month tenure at the top.

"Steve is a strong and experienced executive who successfully led our UK and European business units and the board is confident that he can effectively lead the company to improved financial and operational performance," Andrew McKenna, McDonald's non-executive chairman, stated in announcing the change.Continue reading...

bc q&a

The Sundance Kid: 5 Questions with Chobani CMO Peter McGuinness

Posted by Dale Buss on January 29, 2015 02:31 PM

Chobani Sundance Film Festival cafe

Chobani is busy these days. It's launching innovative products targeting new and existing consumers and eating occasions, including the first Greek yogurt pouches aimed at kids, and new flavors of its Greek Yogurt Oats blend line and Flip Creations mix-in products.

The long-time Greek-market leader is also turning to new marketing platforms and initiatives. It won't be running an ad in Super Bowl XLIX on Sunday, even though Chobani made its debut in Big Game commercials last year, opposite Dannon's Oikos brand—which also dropped out of Super Bowl advertising this time around after a two-year run.Continue reading...

super bowl

Apocalypse Wow: 5 Questions with Super Bowl Advertiser mophie

Posted by Dale Buss on January 29, 2015 01:20 PM

Mophie Super Bowl 2015 commercial

First, let's dispense with the obvious question: mophie is a combination of "Molly" and "Sophie," the names of a previous owner's dogs. Second, what does mophie do? The very need for that question explains why the $220 million company is joining several other relative small-fry brands in fielding its first Super Bowl ad on Sunday.

mophie makes on-the-go chargers for smartphones and other connected devices, and has by far the leading share of the category that it helped create. But by mophie's own admission, many smartphone owners don't know about the availability of extra power packs they can take with them to avoid running out of juice.

"We're in a unique situation," Kevin Malinowski, marketing manager for the Tustin, California-based startup, told brandchannel. "The mobile power category is something a majority of users aren’t even aware of."Continue reading...

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