super bowl

Super Bowl's Halftime Hypemaster: 5 Questions with Pepsi CMO Simon Lowden

Posted by Dale Buss on January 30, 2015 05:02 PM

Pepsi's highly anticipated Super Bowl return on Sunday, with its third consecutive sponsorship of the halftime show starring Katy Perry (and a cameo by Lenny Kravitz—and not to mention Perry's toes), could be a Big Game-changer for the brand.

In fact, the halftime extravaganza is only one piece of Pepsi's ongoing Super Bowl #HypedforHalftime campaign, which also includes comedian Craig Robinson and country singer Blake Shelton.

Mysteriously, a Pepsi logo-shaped crop circle (a hint of out-of-this-world desert sightings in its Big Game commercial?) this week appeared near the University of Phoenix Stadium, where SB49 will be played on Sunday.Continue reading...

bc q&a

The Sundance Kid: 5 Questions with Chobani CMO Peter McGuinness

Posted by Dale Buss on January 29, 2015 02:31 PM

Chobani Sundance Film Festival cafe

Chobani is busy these days. It's launching innovative products targeting new and existing consumers and eating occasions, including the first Greek yogurt pouches aimed at kids, and new flavors of its Greek Yogurt Oats blend line and Flip Creations mix-in products.

The long-time Greek-market leader is also turning to new marketing platforms and initiatives. It won't be running an ad in Super Bowl XLIX on Sunday, even though Chobani made its debut in Big Game commercials last year, opposite Dannon's Oikos brand—which also dropped out of Super Bowl advertising this time around after a two-year run.Continue reading...

super bowl

5 Questions: Frito-Lay CMO Ram Krishnan on Crash the Super Bowl 2015

Posted by Dale Buss on January 28, 2015 04:04 PM

Doritos Crash the Super Bowl Trouble in the Back Seat 2015

It's late January, meaning it's almost time for the big event on February 1. That would be the reveal of the winner of the 2015 Doritos Crash the Super Bowl ad contest.

True, there will be a football game played that day and telecast on NBC. But Frito-Lay's nine-year-old crowdsourced annual commercials for its popular chip brand have become such a cultural fixture that they'd probably fare pretty well on their own, without the backdrop of the Super Bowl and football and all that other stuff.

Of course, the game and its viewership are required to justify the approximately $4.5 million per 30 seconds that Frito-Lay will pay to air the two winning ads. Doritos already has selected 10 finalists and posted online the shortlist from the amateurs' submitted ideas—nearly 50,000 this year.

Fans can vote for their favorites until midnight tonight, with the popular winner and another selected by the Doritos team getting the air time.Continue reading...

bc q&a

NAIAS 2015: Chevrolet CMO Tim Mahoney on the Volt, Bolt and Beyond

Posted by Dale Buss on January 14, 2015 05:28 PM

Chevrolet Volt 2016

Tim Mahoney has been reshaping the Chevrolet brand since he took over as global CMO in early 2013, leaving the CMO post at Volkswagen US to steer one of the most iconic brands in the entire auto industry.

Having chatted wth Mahoney at CES 2015 last week, where he gave a sneak peek at the Chevy Volt, we were eager to catch up with him at the North American International Auto Show, where he could say more about the brand's 2015 (and beyond) plans.

One thing not in those plans: Super Bowl advertising, as Chevrolet plans to skip the Big Game this year, along with a handful of other automotive brands that advertised during last year's Super Bowl: Lincoln, Acura, Jaguar and Honda.Continue reading...

CES Watch

The Comeback Brand: 5 Questions With Kodak CMO Steven Overman

Posted by Shirley Brady on January 9, 2015 04:04 PM

Kodak technology innovation graphic

The Consumer Electronics Show this week in Las Vegas saw the return and reinvention of a well-loved brand across a new array of consumer products.

Returning to the show for the first time in three years, and just a year after emerging from bankruptcy, Kodak came to CES 2015 with a roster of licensing partners who are bringing its iconic logo to some unexpected places, from a baby monitor (a CES Innovation Awards honoree) to the brand's first smartphone.

brandchannel caught up with Steven Overman, Kodak's Global Chief Marketing Officer (since Oct. 1st) and President of its Consumer and Film Division, during the CES fray to find out more about the comeback strategy—and also some insights into his new book, The Conscience Economy, about why and how brands must embrace corporate citizenship.Continue reading...

bc q&a

CES 2015: Belkin CMO Kieran Hannon on Making Smart Homes Smarter

Posted by Shirley Brady on January 8, 2015 01:18 PM

WeMo smart home CES 2015

At CES 2015 and beyond, consumers are becoming more aware of the Internet of Things—not only what that means, but which companies and brands are making smart devices not only smarter but also seamlessly connected and easy to use.

As a follow-up to our virtual roundtable on the topic this week, we decided to take a deeper dive on the topic with one of the companies at the forefront of the smart home: Belkin, whose next wave of WeMo home automation products are at CES this week, along with its Linksys home networking brand.

WeMo, a brand and suite of devices that that launched in 2012 with the goal of creating the most approachable entry point into the home, has been recognized by Fast Company and Popular Science for taking an innovative, clear approach to the connected ecoosystem.

Belkin chief marketing officer Kieran Hannon took a few minutes at CES this week to explain how the company is approaching (and improving) the smart home category. Continue reading...

campaigns

McDonald's Refreshes 'I'm Lovin' It' in US Campaign

Posted by Shirley Brady on January 2, 2015 05:04 PM

McDonald's Lovin' packaging

It turns out McDonald's isn't dropping its iconic "I'm lovin' it" tagline in the US after all.

In fact, it's embracing it with a new ad campaign that starts rolling out this weekend, along with new in-store, point of sale, packaging and social messaging. It's all a bid to reinforce that it's listening to customers—and wants them to love its food as much as the company does.

Tasked with boosting sales and customer engagement, McDonald’s USA Chief Marketing Officer Deborah Wahl is kicking off the new year with a new marketing platform and brand vision that's based on the belief that "a little more lovin’ can change a lot."Continue reading...

retail

Let Target Be Target: CMO Vows to Learn From Customers, Stay True to Brand

Posted by Dale Buss on October 20, 2014 02:44 PM

Target suffered its massive data breach almost a year ago, and you can bet the company is doing everything possible not to let a simliar incident spoil the just-dawning Christmas-shopping season, which is going to be challenging enough for retailers.

But there was something else that Target executives learned when the company was rocked by the cyberhack: Time had passed by their brand, not just their digital-security procedures. And in the "surrender or fight" season they experienced with that epiphany, the retailer's top marketer said, they believe they set in place the pieces for a brand renaissance.

Speaking at the ANA Masters of Marketing conference last week in Orlando, Target CMO Jeff Jones impressed the audience with his frank discussion about what the company learned about its brand in the midst (and wake) of the data breach.Continue reading...

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