news you can booze

Booze News: Do Holiday 'Drink Responsibly' Campaigns Work?

Posted by Mark J. Miller on December 12, 2014 05:29 PM

Beer, liquor and wine brands have much to celebrate over the holidays, as an ocean of alcoholic beverages are consumed during the season's festivities. Along with the vast consumption, though, comes a river of marketing messages to “drink responsibly,” as brewing giants showcase their dedication to social responsibility.

One example is Scotch whisky brand Johnnie Walker, which will hand out a quarter million kilometers of safe transportation across around 60 of the world’s major cities. (This, of course, doesn’t require drinking responsibly as much as maintaining the capability to dial a phone.)

Another is Pernod Ricard, which has added features to its Wise Drinking mobile app. One of them is a 17-question quiz to test just how much consumers know about drinking responsibly; another allows users to connect directly with local taxis. Pernod has also partnered with UK roadside assistance company AA for an anti-drinking campaign that suggests that consumers not get behind the wheel even the morning after consuming a few too many.Continue reading...

super bowl

Super Bowl Watch: Dove Men+Care, GoDaddy and Bud Light Suit Up Early

Posted by Dale Buss on December 10, 2014 04:04 PM

Super Bowl 2015 Dove Men Care

As Super Bowl XLIX nears, the lineup of advertisers is beginning to look more familiar. Dove Men+Care and GoDaddy are two of the latest brands to confirm that they're returning to the Big Game platform and also that their Super Bowl campaigns will reinforce essentially the same messages that they had last year.

There have been some notable defections from brands that have advertised in the past, including Volkswagen. But reliable returning brands include AB InBev's Budweiser and Bud Light, Coca-Cola, Doritos, Mars and Pepsi, while new players include Loctite, Mophie—and McDonald's, whose need for marketing impact has become glaringly evident lately.

Unilever's Dove Men+Care brand debuted in the Super Bowl in 2010 with an ad that featured a man's "real and unsung moments from birth to fatherhood." The campaign was based on research that had revealed how 73 percent of men felt falsely or inaccurately portrayed in advertising.Continue reading...

brand news

Brand News: Amazon, Sony, Nissan's #RedThumb and more

Posted by Dale Buss on December 9, 2014 09:28 AM

Adam Levine for Nissan Red Thumb driver safety campaign

TOP STORIES

Amazon threatens to shift drone testing overseas and tests faster deliveries by bike in NYC as company refuses (with Apple) to release diversity data.

Sony Pictures employees are left fuming after data breach as PlayStation Network also hacked.

Honda finally plans worldwide recall for Takata air bags.

Volkswagen names new head for eponymous brand after suffering year's biggest sales drop, while it plans to reveal new crossover at Detroit auto show and grants partial recognition to UAW in Tennessee.

Nissan promotes Red Thumb driver safety campaign with Adam Levine.Continue reading...

super bowl

Super Bowl Fights to Keep Advertisers Despite Defections, League Issues

Posted by Dale Buss on December 1, 2014 05:05 PM

Despite some high-profile advertiser defections and belt-tightening and concerns about brands' reaction to the NFL's domestic-violence crisis this season, ad sales for Super Bowl XLIX on February 1 in Phoenix are on track, with other marketers stepping up to fill in any commercial gaps.

The latest reminder that the Big Game remains America's most attractive TV advertising (and brand messaging) platform came today in the form of an announcement by Doritos.

The PepsiCo-owned brand unveiled a list of 29 semifinalist consumer-created Doritos ads in its "Crash the Super Bowl" contest, which has become a popular annual fixture in the Game Day telecast.Continue reading...

brand news

Brand News: Target, Discover, Land Rover and more

Posted by Dale Buss on November 26, 2014 09:12 AM

TOP STORIES

On eve of Black Friday data breach anniversary, Target CMO Jeff Jones gives CNN Money a sneak peek at retailer's holiday command center.

Discover sues Visa in U.S. over anti-competitive practices.

Land Rover blasts Evoque look-alike in China.

Walmart loses U.S. merchandising chief while retailer dismisses 30 China executives.

Tumblr passes Instagram as fastest-growing social platform while Snapchat is fastest-growing app.Continue reading...

brand and bottle

How Budweiser Woos Craft Beer-Loving Millennials: Wooden Crates, Jay Z

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 is being augmented with a focused effort to target that early- and mid-20s demo, including Jay Z (whose Made in America festival Budweiser sponsors) and, naturally, zombies.Continue reading...

cause marketing

Breast Cancer Awareness: NFL Goes Pink (Again), Social Icons Go Bust

Posted by Sheila Shayon on October 1, 2014 02:12 PM

It's been 22 years since Evelyn Lauder created the annual Breast Cancer Awareness month of October, and once again, the NFL is going pink, in what some may see as a Hail Mary response to the league's domestic violence crisis—even though this has been an ongoing partnership.

Kicking off today, the NFL, its clubs, players, the NFL Players Association and the American Cancer Society, launched A Crucial Catch, a month-long public affairs campaign focused on promoting annual screenings for women, a key target demographic for the sport.

October 25th, designated as A Crucial Catch Day, will see US-wide health events provide free, breast cancer education and screenings, while NFL players, coaches and referees will don pink game apparel. Special pink footballs and coins will be sold at an NFL auction with proceeds benefiting the American Cancer Society’s Community Health Advocates National Grants for Empowerment (CHANGE) program.

While other brands, such as Nestle, have the latitude to have fun by introducing a "bra cam" this year, continuing a meme started with last year's "tweeting bra" campaign, the NFL is coming under particular scrutiny for its breast cancer tie-in this year, especially after fighting claims last year of so-called "pinkwashing."Continue reading...

brand and bottle

Bud Light's Whatever is a ¯\_(ツ)_/¯ Brand Campaign

Posted by Abe Sauer on September 12, 2014 05:46 PM

As if sent by Snapchat, the new light beer campaigns accompanying a new football season are too often self-erasing. Remember Bud Light's campaign "theme" last football season? Miller Lite's? Coors'? We didn't think so.

Aside from occasional great Super Bowl ads and Bud's "Wassssssup?" home run, mainstream beer advertising is insipid, loud, fast, still often shockingly chauvinistic, overly complicated and, worst of all, brand interchangeable. Is it any wonder sales of craft and imported beer brands, which offer substance and character, have skyrocketed, especially among Millennials?

Now along comes Bud Light with "Whatever," perhaps the most appropriately named mainstream beer campaign ever. Luckily for Bud, its Whatever campaign is turning out to be somewhat memorable. Unluckily for Bud, it's because it's for the wrong reasons. And yes, Vanilla Ice—yes, that one—is involved. Continue reading...

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