campaigns

AXE Promotes White Label Line With James Bond-Like Panache

Posted by Shirley Brady on December 22, 2014 11:36 AM

As noted here earlier this month, Unilever's AXE brand is launching a premium line—called White Label—in North America with a proprietary dry spray antiperspirant technology that it's also rolling out to its Super Bowl-ready Dove Men+Care brand and Degree brand, all under the hashtag: #TryDry.

The first series of AXE White Label ads were just released, featuring dashing hotel workers with Bond-like secret skills, with the tagline "How You Feel Says It All." They're not so much laugh-out-loud funny as (fittingly) bearing a dry wit; check them out below. Continue reading...

celebrity brandmatch

Balmain's New Brand Ambassadors: Kim Kardashian and Kanye West

Posted by Shirley Brady on December 22, 2014 10:25 AM

Kim Kardashian was tackled at a Balmain fashion show earlier this year; now she's the one tackling the brand.

Kardashian and husband Kanye West were today revealed as the new faces of Balmain, with images released on Twitter and Instagram by the brand's creative director and the trending Kardashian herself.Continue reading...

brand speak

Brand Speak: 7 Tips for Working With Celebrities—and Protecting Your Brand

Posted by brandchannel on December 4, 2014 03:02 PM

The following is a guest post from DLA Piper:

Social media makes building a brand easy, or so it seems. The tools are laid out in front of you, ready to launch your company to worldwide fame with a click of the mouse. Craft a few irreverent tweets, refresh the company Facebook page and voilà: You instantly have the power to engage consumers on a level never before possible, without the constraints of old-line paradigms.

In the real world, it’s not that simple. As with any emerging medium, the always-on world of social media generates risks for brand owners every minute. While these risks are not always predictable, experience provides guidance on some issues brands may face. Among these questions: how far can you leverage the names and images of celebrities when promoting your brand online?Continue reading...

sporting brands

Back in the Game: Tiger Woods Finds His Hero, Returns to Links with New Sponsor

Posted by Mark J. Miller on December 3, 2014 01:26 PM

2014 hasn’t been such a great year for Tiger Woods. To be sure, it's been a far cry from his meltdown in 2009, but Woods has spent the majority of the year in and out of physical therapy following back surgery in March, and hasn’t swung a golf club competitively since August.

Woods is still hoping to end the year on a high note, however. The 38-year-old announced on Tuesday that not only is he returning to competition this week as the Hero World Challenge tees off, but he has also signed a multi-year endorsement deal with its title sponsor: India-based two-wheeler brand Hero Motocorp.

Never mind that fact that he's never actually ridden a motorcycle. "And even with Hero's valuable sponsorship this year and for the next three years, there's no way I'm about to start" riding one, Woods stated, according to ESPN. Signing Woods is part of Hero’s plan to make a big push into the U.S. market in 2016.Continue reading...

brand mascots

Meet Your Rio 2016 Olympics Mascots

Posted by Abe Sauer on November 27, 2014 12:02 PM

Step aside, World Cup Willie!

With the FIFA World Cup now behind Brazil, the Rio de Janeiro organizing committee has unveiled the mascot(s) for the Rio 2016 Olympic Games.

The smiling yellow feline-like critter on the left—representing Brazilian fauna—will represent the main games.

The cheeky blue chap with leafy shrubbery for hair—meant to evoke Brazil's lush flora—will represent the Paralympic Games.

The mascots' names will be selected by a poll from the following name pairs (Olympics/Paralympics): Vinicius/Tom; Oba/Eba (our vote); or Tiba Tuque/Esquindim.

So how do Rio's rate in the rich pantheon of Olympics mascots over the years?Continue reading...

campaigns

Mr. Clean, the Original Liquid Muscle, Has a Slick #BreakTheInternet Spot

Posted by Shirley Brady on November 25, 2014 02:02 PM

Move over, Kim Kardashian.

P&G's Mr. Clean brand has received almost 3.4 million Facebook views for the brand's "break the Internet" campaign spoofing Kimye's oiled-up "Break the Internet" photo.

The sexy commercial, posted on Facebook on Nov. 19, went viral as a sponsored post on Facebook.

The come-on: "I’ve heard power can be sexy. If that’s true, then I think my 2.5x more powerful Liquid Muscle might just be the world’s sexiest cleaner ever."

Watch the (mildly dirty) spot below.Continue reading...

brand ambassadors

Neigh Worries: Budweiser Releases Clydesdales Ad Early to Squelch Fears

Posted by Shirley Brady on November 24, 2014 10:19 PM

Dispelling any fears in the wake of Monday's Wall Street Journal article about its #HolidayBuds Millennial-skewing campaign that it's retiring the iconic Clydesdale horses, Budweiser has released its holiday "drink responsibly" ad—which features its Clydesdales—earlier than planned.

The holiday campaign is a partnership with Uber competitor Lyft, in which the AB InBev-owned beer brand is "helping Lyft riders make a plan to make it home safe this holiday season, and we brought the Budweiser Clydesdales along for a surprise in Boston."Continue reading...

brand mascots

Brand Mascots: Ronald McDonald Rules Thanks to Taco Bell Campaign

Posted by Catherine Straut on October 30, 2014 04:01 PM

A successful mascot can make or break a brand. More than a marketing tool, brand characters can offer priceless longevity and recognition. Well before brands began engaging consumers with Twitter and Facebook, mascots were a key part of forging the humanization of corporations. Today, they are still used as an anchor for many a product and company’s campaigns, outreach and overarching narrative.

But not all mascots are created equal. Striking the right balance of timely and timeless while crafting a strong notion of personality and coining a catchy jingle or pithy tagline to solidify its presence in the consumer’s mind is no easy feat.

Why and how are some just a flash in the pan—or worse, an ongoing PR nightmare—while others become cultural phenomena or make the Madison Avenue Walk of Fame?Continue reading...

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