Super Bowl Ads: VW Leads Car Brands Skipping XLIX as Chrysler Hits AMAs

Posted by Dale Buss on November 24, 2014 02:31 PM

Automotive brands are staying on the sidelines for the upcoming Super Bowl, 

Despite created one of the best-recalled Super Bowl spots in recent years with the Little Darth Vader "The Force" and last year debuting "Wings" on Game Day, marking its fifth consecutive Super Bowl spot, Volkswagen is clipping its wings and sitting out the Super Bowl advertising derby for 2015.

It's joining other car brands, including Jaguar and Lincoln, that are staying on the sidelines—even though the auto industry has been one of the most prominent sponsors of Big Game commercials over the last several years, and one of the biggest ad spending sectors in general.Continue reading...

brand and bottle

How Budweiser Woos Craft Beer-Loving Millennials: Wooden Crates, No Horses

Posted by Mark J. Miller on November 24, 2014 01:38 PM

Budweiser truly was the King of Beers a quarter century ago, selling almost 50 million barrels back in 1988. Just ten years ago, it held 14.4% share of the massive U.S. beer market. But now, the iconic American beer only has a 7.6% U.S. market share, and sold only 16 million barrels domestically last year. To combat the crushing numbers, the brand is refocusing its marketing efforts on—who else?—millennials.

According to research from parent company Anheuser-Busch InBev, around 44% of 21- to 27-year-olds have never sampled Budweiser; only a generation earlier, it would have been hard to believe that number could exist.

AB InBev is looking to boost awareness (and sales) by going after those twentysomething drinkers who predominantly favor craft beers. The Wall Street Journal reports that its all-ages marketing  will be ditched for a more focused effort to target that early- and mid-20s demo. While still evoking its roots with limited-edition nostalgic packaging, Budweiser has replaced its famed Clydesdales in this year’s holiday campaign for a more youthful approach.Continue reading...

corporate citizenship

Apple and (RED) Refresh Partnership in Fight Against AIDS

Posted by Sheila Shayon on November 24, 2014 12:15 PM

Apple and (RED) are refreshing their campaign for AIDS awareness in time for the holidays, starting with a new app-based sales initiative.

From now until December 7th, many fan-favorite apps in the Apple Store will offer fresh content and upgrades, with all proceeds going directly to the Global Fund to fight AIDS in Africa. Called "Apps for (RED)," the campaign's participating roster includes Garageband, Clear, Monument Valley, FarmVille 2, Angry Birds, Threes, Paper, Cut the Rope, FIFA 15, Rayman Fiesta Run and The Sims, among others. Neither the app developers nor Apple will take a cut.

As part of the commitment, Apple is donating a portion of the sales revenue from its retail and online stores on two of the biggest shopping days of the year—Black Friday (Nov. 28) and Cyber Monday, Dec. 1—which also happens to be World AIDS Day. Continue reading...

brand ambassadors

Cara Delevingne and Pharrell Williams Duet in Chanel's New Short Film

Posted by Catherine Straut on November 24, 2014 11:23 AM

Karl Lagerfeld is staging Chanel’s latest fashion show in Salzburg, Austria next week, and is releasing a film that celebrates the spirit of Austrian history—with a decidedly modern twist. The clip stars hip-hop mogul Pharrell Williams and British supermodel Cara Delevingne as a royal couple in an 1860s dream sequence, singing a duet penned by Williams called “CC the World."

The short, titled “Resurrection,” will debut on Dec. 1, the day before the fashion show is set to take place at the Schloss Leopoldskron hotel in southern Salzburg.

More of a long video clip than a short film, WWD reports, the movie reenacts a key episode in Gabrielle Chanel’s life: While vacationing at an Austrian resort in 1954, the designer became fascinated by a jacket worn by the hotel's elevator operator. So inspired, Chanel went on to create the Chanel jacket—an iconic piece whose trademark features Chanel protects vigorously.Continue reading...

brand news

Brand News: Pepsi Taps Perry for Super Bowl Halftime and more

Posted by Dale Buss on November 24, 2014 09:23 AM


Pepsi and the NFL confirm Katy Perry's halftime show at 2015 Super Bowl in new commercial.

Samsung plans major management shakeup.

Tesla and BMW discuss technology alliance.

Audi tests premium car sharing for the wealthy.

Chrysler details recall strategy, blitzes American Music Awards with ads featuring Eminem, Fergie, No Doubt and Phillip Phillips.Continue reading...

trademark wars

Trademark Watch: Wrigley, Jaguar, Burger King and more

Posted by Courtney Cantor on November 21, 2014 05:10 PM

What the….Fresh?! There is a frosty chill in the air as the “Icy Cool Breath”-maker Wrigley tries to block fellow gum maker and competitor Perfetti van Melle from registering the trademarks “WTF” and “What the Fresh” in the U.S. Wrigley is concerned the marks could be confused with its Winterfresh brand, and claims that they are too similar. Maybe Perfetti is treading on thin ice, but would you be confused?

Jaguar’s On the Road to EV Town: Or so we think. Recall that “Intent to use” trademark registrations filed at trademark offices around the world allow peeks and guesses as to a company’s future endeavors (remember Apple filing for Apple Watch in Trinidad and Tobago?) On October 30th, Jaguar sparked rumors when it filed for the mark “EV-type.” Auto experts seem to think the combination of “EV” and “-Type” mark a potential move into electric vehicles. We can’t be sure, but we’ll keep our eyes on the road for further indications.Continue reading...

brand and bottle

Heineken Named Creative Marketer of the Year by Cannes Lions

Posted by Mark J. Miller on November 21, 2014 04:11 PM

The Cannes Lions International Festival of Creativity has named Heineken the 2015 Creative Marketer of the Year.

For those keeping score, this nod likely feels inevitable—after all, six Heineken-owned brands in seven countries have won 41 awards at the world's most prestigious advertising, marketing and branding festival during the past three years alone.

But this marks only the second time that the brewer's flagship brand has won the Creative Marketer of the Year award—its last win was in 1995.Continue reading...

week in review

Top 10 Stories of the Week: Uber, Corning, 50 Shades of Audi and more

Posted by brandchannel on November 21, 2014 03:10 PM

Our most-read blog posts of the week:

Can Uber Reverse the Damage Before Driving its Brand Into a Ditch?

Corning Welcomes a New Day With The Glass Age—and Gorilla Glass 4

Audi Extends 'Fifty Shades of Grey' Tie-In to Movie Product Placement Deal

Flowing Innovation: 5 Questions with Diageo's Helen Michels

Lincoln Goes Black Label as Brands Buff Up for LA Auto Show

Vice Grows Up by Hiring a Sheryl Sandberg of its Own

IBM Global Study Shows What Matters to Millennial Shoppers

5 Questions: Dollar Shave Club CEO and Viral Video Star Michael Dubin

Airbnb’s Pineapple Magazine: A Prickly Proposition or "Next Logical Step"?

Land Rover's Novel Idea: Literary Product Placement With James Bond Author

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