campaigns

PepsiCo Brings Happiness Home in China With Celebs, Bros and a Boo Lookalike

Posted by Mark J. Miller on February 27, 2015 01:41 PM

It's now the norm (alas) to see rooms full of people looking at their phones rather than talking to one another. This scene becomes even more disheartening when the room is filled with family and friends—and it's a global phenomenon.

PepsiCo intends to do something about this social media-fueled trend in its key market of Greater China. 

The beverage (and food) giant has partnered with China Women’s Development Foundation (CWDF), video-making and sharing app Meipai, and a handful of celebrities—including a dog who could be Boo's cousin, wearing a Pepsi logo bow on his collar.Continue reading...

celebrity brandmatch

Will Rebranding Fruits and Vegetables to FNV Make Kids Go For Beets Over Beats?

Posted by Dale Buss on February 26, 2015 03:32 PM

Breaking news from the Partnership for a Healthier America (PHA) Summit in Washington, D.C. today: Parents, stop begging your kids to eat their fruits and vegetables. They're now called FNV (yo).

In a cringeworthy attempt to make produce hipper, the public/private PHA, a spinoff of First Lady Michelle Obama's Let's Move campaign, is hoping that FNV, a Salt-N-Pepa-like acronym for Fruits 'n' Veggies, will make America's emoji-spinning, text-savvy youth mind their peas and carrots (and eat them, too).

Like generations of parents before them, they've got their work—getting kids to choose beets over Beats—cut out for them.Continue reading...

bc q&a

Brains, Brawn and Ving Rhames: 5 Questions with ADT CMO Jerri DeVard

Posted by Dale Buss on February 23, 2015 11:02 AM

ADT is arguably the strongest survivor of the recent US home security shakeout. But now the brand is facing new threats: incursions by telecom and cable companies selling self-installed security systems, as well as competition from "smart home" purveyors that include security services in their overall digitization packages.

In fact, ADT CEO Naren Gursahaney was happy to inform Reuters that the company expects to increase its organic subscriber base in North America this year for the first time since it was spun off from Tyco International more than two years ago.

"We have been in a net customer loss position through last year," he commented. "We are closing that gap, and we expect this year to be able to turn the tide there."Continue reading...

campaigns

Mirren, Mirren: L'Oreal Celebrates Older Beauties in Helen Mirren Ad Campaign

Posted by Shirley Brady on February 9, 2015 12:27 PM

L'Oreal Helen Mirren TV commercial advert

Last month L'Oréal Paris named British 1960's mod(el) icon Twiggy, now 65, as a brand ambassador, joining its rank of knockout older brand ambassadors such as Julianne Moore. Add Dame Helen Mirren, who turns 70 in July, to the brand's list of timeless beauties.

The Academy Award-winning actress can be seen in a new TV commercial for L'Oréal's Age Perfect skin care range. The ad follows other brands (such as Céline's print campaign with writer Joan Didion) celebrating older female icons with brains and beauty.

Check out Mirren's ad—described by the brand as "our first advert starring Helen Mirren as the true embodiment of The Perfect Age"—below: Continue reading...

sustainability

Energizer Bunny Returns to Boost EcoAdvanced Recycled Batteries

Posted by Sheila Shayon on February 4, 2015 01:50 PM

The iconic Energizer bunny is getting turbo-charged. Energizer has just launched the first-ever high-performance AA alkaline battery partially made from recycled cells. The brand will debut a marketing campaign for its EcoAdvanced battery line on February 16, with the re-energized Energizer Bunny returning in a starring role.

About four percent of the new power pack is made from old batteries alchemized with an "active ingredient"—the secret sauce being kept under wraps by Energizer—to provide longer-lasting energy without using so much new material.Continue reading...

brand ambassadors

Aubrey Plaza Isn't Only Cast Member Milking 'Parks and Rec' Fame

Posted by Abe Sauer on January 20, 2015 07:44 PM

Newcastle Brown Ale Aubrey Plaza January 2015

"Problems galore" and suffering a "lack of quality male characters" is how Hollywood critic Nikki Finke described the NBC series Parks and Recreation in 2009.

Audiences initially agreed. And even though the show has never pulled in an audience as large as its rocky initial season, the show has become a cult hit and has just started its final season.

The show that suffered from "quality male characters" now boasts one bone fide A-list star (Chris Pratt) and numerous household names, from Aziz Ansari to Nick Offerman. Meanwhile, its lead actress, Amy Poehler, just co-hosted her third and final Golden Globes, one of which she won.Continue reading...

super bowl

Super Bowl Watch: Aubrey Plaza Pitches Other Brands to Pay for Newcastle Ad

Posted by Shirley Brady on January 12, 2015 03:02 PM

Newcastle Brown Ale Aubrey Plaza Super Bowl 2015

"Instead of blowing Newcastle's marketing budget, let's team up to blow all of our marketing budgets—together!"

So runs Newcastle Brown Ale's droll Super Bowl pitch by Parks and Recs' droll Aubrey Plaza, in a spot that extends on 2014's subversive brand ambassadors: British comic Stephen Merchant and actress Anna Kendrick, who poked fun at other beer commercials and a Super Bowl spot that might have been as its "almost-beer babe."

This year, Newcastle's 2015 tongue-in-cheek quasi-Super Bowl spot pitches a "Band of Brands" co-op ad buy: "Football is a team sport. Now marketing is too."Continue reading...

bc q&a

Built Ford Tough, Now in Aluminum: 5 Questions with F-150's Eric Peterson

Posted by Dale Buss on January 9, 2015 12:15 PM

The future of pickup trucks is finally here as Ford gears up marketing for a revolutionary F-150 that is hitting the US market in earnest. The trick for Ford will be to leverage the vehicle's innovative aluminum-based body in a fresh, appealing way without upsetting the dynamics that have made the F-150 not only America's best-selling pickup truck but also its best-selling vehicle, period, for decades.

Ford is now running TV and digital ads for the new vehicle that focus on its strength and durability. The highest-mileage version of the new Ford F-150, equipped with a 2.7-liter EcoBoost engine, averages 26 miles a gallon on the highway versus 23 miles a gallon for the previous one.

Brand stewards also chose to retain Denis Leary as the brawny, take-no-prisoners voice of the F-150, though his tone is more earnest in the new ads as Ford seeks to educate potential buyers about what makes the new version so much better than the old—and better than the new-and-improved versions of top competitors from GM and Chrysler that have been recently introduced.

Ahead of the 2015 North American Auto Show in Detroit, brandchannel spoke with Eric Peterson, Ford's F-150 brand manager, about the new lightweight truck, using Denis Leary as a spokesman—and why the Super Bowl isn't in his game plan.Continue reading...

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