bc q&a

Getting Fresh: 5 Questions with Bolthouse Farms CMO Suzanne Ginestro

Posted by Dale Buss on March 4, 2015 10:06 AM

Bolthouse Farms, acquired by Campbell Soup in 2012, has matured as a marketer and become a regular part of the healthy food marketing conversation.

For example, Bolthouse is a major player in the new initiative launched by Michelle Obama's Partnership for a Healthier America (PHA) to rebrand fruits and vegetables as "FNV."

And just this week, it created buzz with its #urwhatupost social media "food porn" campaign depicting unhealthy food choices shared on social media, whether mentions or images.

On average, Bolthouse’s "food porn index" calculates that only 37 percent of the 1.7 million food hashtags posted each day feature fruits or vegetables.Continue reading...

brand news

Brand News: Apple, Target, Toyota and More

Posted by Dale Buss on March 4, 2015 09:02 AM


Apple Pay struggles with fraud as Apple Watch wins major design award and appears on Chinese fashion magazine.

Citigroup deal to sell its subprime lending business shrinks the bank's umbrella.

Uber makes first acquisition with deCarta mapping deal.

Toyota shores up management team, elevating foreigners (and first woman) to top posts.

Target cuts several thousand jobs in reorganization towards digital as it launches Hispanic ad campaign.Continue reading...

branded content

Why Starbucks is Exiting the Music Business and Embracing Filmmaking

Posted by Sheila Shayon on March 3, 2015 06:09 PM

Starbucks CEO Howard Schultz is on a mission to change the world, from wages to veterans to communities on the brink of collapse. Now he's steering the company into the brands-as-publishers business, investing in content creation by backing documentaries about the social issues he wants the company to take a stand on.

As Starbucks exits the music business, pulling its point-of-sale CD sales rack and unwinding its Hear Music joint venture, it's getting into video instead of audio—a troubled business that even Starbucks can't fix—with a new video production company.

As yet unnamed, it will focus on TV and film projects with "social-impact content," as the journalist leading the effort for Schultz phrased it on social media.Continue reading...

bc q&a

Pizza To Go: 5 Questions with Pizza Hut Chief Digital Officer Baron Concors

Posted by Dale Buss on March 3, 2015 03:31 PM

There was a time when pizza chains battled over crusts, toppings and delivery times. At the Mobile World Congress in Barcelona this week, Pizza Hut and Domino’s demonstrated that today’s challenge is about making digital ordering quick, informative, intuitive and accurate.

Pizza Hut announced a new mobile initiative with Visa and Accenture to test mobile and online purchases in connected cars, while Domino's unveiled its smartwatch ordering app for Pebble and Android Wear.Continue reading...

cause marketing

Love Has No Labels PSA Goes Viral With 14 Million Views on Facebook

Posted by Shirley Brady on March 3, 2015 03:07 PM

The Ad Council today released the commercial for Love Has No Labels, a public service campaign that debuted as a social media logo takeover involving leading brands during February's Black History Month and Valentine's Day.

Featuring "Same Love" by Macklemore and Ryan Lewis with Mary Lambert, the new video shows couples embracing behind an x-ray screen that shows a skeletal view to a puzzled crowd—until they reveal themselves as the diverse, loving couple that they are.Continue reading...

mobile brands

Tinder Looks to Brands and Older Customers to Pick Up the Tab

Posted by Mark J. Miller on March 3, 2015 02:02 PM

Since 2012, lonely hearts have been seeking folks to share time with (to put it politely) via the Tinder app, which came across the general public's radar when Olympic athletes used it to arrange hook-ups during the Sochi Games.

The brand, known for its swiping hot-or-not matches, figures those same souls are no doubt in the market for a product or service, so the dating app is hooking up with two hot prospect—advertising and premium services—as it looks to grow its user and revenue base.Continue reading...

what girls want

With Dear Me, YouTube Empowers Girls Ahead of International Women's Day

Posted by Shirley Brady on March 3, 2015 01:15 PM

If you could go back in time, what would you share with your teenage self?

Ahead of International Women's Day on March 8, and as Barack and Michelle Obama today launched the "Let Girls Learn" education and volunteerism platform for young women, YouTube today launched #DearMe as a global campaign initiative to inspire and empower girls everywhere to be confident and pursue their dreams.Continue reading...


Whole Foods to Wall Street: We're Back—And Feeling Our Oats

Posted by Dale Buss on March 3, 2015 11:01 AM

Whole Foods Market has come a long way since its humble beginnings in Austin, Texas, in 1980, to more than 400 stores in the US, UK and Canada today.

In the wake of positive response to its first ad campaign, "Values Matter," which debuted in the fall with the goal of highlighting its purpose, values and mission, Whole Foods is touting its renewed momentum—and explaining how it aims to make sure that 2014's letdown never happens again while tripling its store footprint to 1,200 locations.

With that in mind, Co-CEOs John Mackey and Walter Robb, joined by new CMO Jeannine D'Addario, welcomed investors and analysts to the 2015 investors' day at company HQ in Austin on Friday to explain how Whole Foods is on the rebound, and how it plans to continue the momentum going foward. Continue reading...

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