super bowl

Super Bowl's Halftime Hypemaster: 5 Questions with Pepsi CMO Simon Lowden

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

Top 10 Stories of the Week: Super Bowl, Super Bowl and More Super Bowl

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

bc q&a

The Change Agent: 5 Questions With Algis Akstinas of WIND Mobile

Posted by brandchannel on January 30, 2015 03:25 PM

WIND Mobile

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...

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...

super bowl

Super Bowl 2015: McDonald's Invites Customers to Pay With Lovin'

Posted by Shirley Brady on January 30, 2015 01:01 PM

McDonald's Super Bowl 2015 Pay With Lovin' commercial

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...

retail

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

TOP STORIES

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...

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