Posted by Dale Buss on February 1, 2015 06:36 PM
Last year, WeatherTech amazed America with a Super Bowl ad that dramatized the story of Founder/CEO David MacNeil. This year, the Chicago-based supplier of premium vehicle floor liners is back with the second installment of the brand's proud "Made In America" pitch.
The surprise last year was that this relatively small, mostly aftermarket supplier of floor mats would plunk down an estimated $4 million for 30 seconds of Super Bowl glory. But MacNeil felt it was important to let people know that the company's success was due to his stubborn insistence that absolutely everything had to be made in the United States—from the actual floor liners, to the factories' machine tools to the firm's marketing brochures.
And now, WeatherTech has produced an an-house Super Bowl commercial, which you can watch for in the second quarter:Continue reading...
Posted by Dale Buss on February 1, 2015 05:25 PM
Among all the newbie Super Bowl advertisers this year, the most unlikely one might be Loctite.
It's not a mobile tech or internet company like mophie or Wix.com, for example, nor do its products conjure up "game time" like Avocados From Mexico. And WeatherTech, last year's surprise first-time Super Bowl advertiser, notches annual sales north of $400 million for its custom-fit automotive floor liners.
But there may be no brand more determined to make its estimated $4.5 million expenditure on a 30-second Super Bowl ad (watch for it in the fourth quarter) count for so much. Continue reading...
Posted by Dale Buss on January 30, 2015 05:02 PM
Pepsi's highly anticipated Super Bowl return on Sunday, with its third consecutive sponsorship of the halftime show starring Katy Perry (and a cameo by Lenny Kravitz—and not to mention Perry's toes), could be a Big Game-changer for the brand.
In fact, the halftime extravaganza is only one piece of Pepsi's ongoing Super Bowl #HypedforHalftime campaign, which also includes comedian Craig Robinson and country singer Blake Shelton.
Mysteriously, a Pepsi logo-shaped crop circle (a hint of out-of-this-world desert sightings in its Big Game commercial?) this week appeared near the University of Phoenix Stadium, where SB49 will be played on Sunday.Continue reading...
week in review
Posted by brandchannel on January 30, 2015 04:02 PM
Our most-read blog posts of the week:
Super Bowl 2015: 5 Questions with Mercedes-Benz on 'The Big Race'
Super Bowl 2015: 5 Questions with Nissan SVP Fred Diaz About #WithDad
Super Bowl 2015: Dear Kitten Is In, and Carl's Jr Is In Trouble
Super Bowl 2015: Audi, Ford Bow Out as Nissan and Other Auto Brands Rev Up
For Chinese New Year 2015, Brands Are Getting Their Ram/Sheep/Goat On
Choc Block: US Chocolate Lovers Protest as Hershey Bars Cadbury UK Brands
Chobani Hopes to Squeeze More From Sundance Film Fest Than Super Bowl
Snapchat Launches AT&T-Backed Series in Branded Content Push
Apple Reports Record-Breaking Sales, Sets Apple Watch Timing
VR Takes Over Sundance Film Festival as Oculus Launches Studio
Posted by brandchannel on January 30, 2015 03:25 PM
WIND Mobile is championing a new way of doing business in the Canadian wireless market, providing plans without term contracts or hidden fees and truly unlimited features.
Carolyn Ray, Managing Director of Interbrand Canada, chatted with Algis Akstinas, the brand's Director of Marketing Products and Customer Base Management, at Advertising Week Canada to find out how WIND is creating experiences that are seamless and relevant for customers—a big theme in Interbrand's Best Global Brands this year.
"Wireless service is becoming more of a utility, an everyday essential service—everyone wants to be connected at any time of the day and they want it to simply work, they want value for the money they pay," says Akstinas.
"Being an everyday essential service means that wireless is becoming less of an emotional choice, but more of a rational one. We are differentiating ourselves by continuing to focus on what matters to the customer." Find out how in their Q&A, below.Continue reading...
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...
Posted by Shirley Brady on January 30, 2015 01:01 PM
McDonald’s is serious about its promise to put lovin' back at the heart of its brand. Two days after announcing a new CEO, the Golden Arches has released its Super Bowl commercial early on its Facebook, Twitter and YouTube channels, not waiting for Sunday's Big Game to reveal its new ad and reboot campaign for its iconic I'm Lovin' It tagline and positioning.
The big news: “Starting February 2, we will be randomly accepting a new form of payment. Through February 14, McDonald’s will randomly select customers to Pay With Lovin’.”Continue reading...
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...