2014 Brandcameo Product Placement Awards

game change

Crest Adds Chocolate to Toothpaste as Cocoa Products, Prices Soar

Posted by Dale Buss on January 28, 2014 11:57 AM

Now that chocolate ranks as a health food (some dark varieties, at least) and not just a marker of a junky snack, brands from Crest to Cadbury are looking for ways to extend its reach in unusual new ways.

P&G, for instance, just announced a new line of Crest toothpaste with new flavors including Mint Chocolate Trek that is meant to shake up the moribund dental-care market and appeal to what CFO Jon Moeller called "experiential" users who always want something new.

The new flavors—part of a new "Be" line that also includes Lime Spearmint Zest and Vanilla Mint Spark—are a departure from the mint and cinnamon that are prominently featured among the 51 (yes, 51) variations of Crest already on shelves.

"It's a whole new world of deliciousness for toothbrushes everywhere," Crest said. But are consumers ready to "Be" "Anything But Boring" as the new tagline promises?Continue reading...

brand vs. brand

KitKat Presses On Abroad Despite Continued Legal Troubles

Posted by Mark J. Miller on January 21, 2014 04:58 PM

Kit Kat and Cadbury have had their fair share of squabbles. Most recently, Nestle's KitKat blocked Mondelez-owned Cadbury from trademarking its signature purple hue that it has used for years, but now Cadbury has struck back.

The UK's biggest chocolate maker has been trying to block KitKat from trademarking the shape of its candy bars—which has been in use since about 1935—in the UK. The case is now being reviewed by the European Union Court of Justice in Luxembourg. Nestle already holds the trademark for the bar in the rest of Europe. 

But the legal wrangling hasn't kept KitKat from furthering its brand.Continue reading...

brand news

In the News: Nestle, PepsiCo, Twitter and more

Posted by Dale Buss on January 21, 2014 09:08 AM

In the News

Nestle opens world's first Kit Kat boutique in Tokyo as Cadbury keeps fighting candy bar's trademark shape in UK.

PepsiCo axes stevia-sweetened Gatorade products as Mtn. Dew plans big spending boost behind Kickstart and Diet Dew.

Twitter makes racial diversity an ad-selling point.

AT&T plans to take orders this week for new flexible-screen smartphone from LG.

Build-a-Bear appoints new CMO and "brand bear."

Burger King wins free primetime Super Bowl radio ads in UK.

Facebook sees leveling off of decline in teens.

Ford embarks on quality push in time to improve before important '14 product launches.

Infiniti eyes bolder sub-brand.

Intel sells under-developed online-TV line to Verizon.

Jeep eyes 37 percent sales boost this year as feds end controversial recall investigation of Grand Cherokee and Liberty models.Continue reading...

creative snack

Brand Engagement: Cadbury, Ajax Get Creative with Digital Activations

Posted by Sheila Shayon on January 20, 2014 04:23 PM

What do a major confectionery brand and a leading home-cleaning product have in common? Innovative campaigns that bring their non-digital brands into the social lexicon. 

Cadbury has created the first interactive jacket that lights up when its wearer eats chocolate. Part of its Joyville campaign, the jacket, which is designed by London firm Hirsch & Mann, was created to magnify the joyful experience that consumers have when eating Cadbury chocolate, specifically Cadbury + Daim and Cadbury + Oreo. 

“The technology uses Raspberry Pi controllers," Ad Age reports. “The coat is triggered to light up when a sensor picks up chocolate traces. A 'blinking heartbeat' then appears in the middle of the jacket and finally, music blares out of hidden speakers as confetti explodes out of the coat's collar.”Continue reading...

brand news

In the News: Best Buy, Target, Google and more

Posted by Dale Buss on January 17, 2014 09:25 AM

In the News

Best Buy saw cheaper-price strategy fizzle for Christmas.

Target tests small store for urban shoppers.

Google tests "smart" contact lens.

Bitcoin breaks into NBA.

Black + Decker redesigns brand.

Cadbury takes "wearable tech" to whole new level.

Campbell marks 80th anniversary of condensed chicken-noodle soup with social campaign.

Chevrolet boosts presence in Russia.

Coldwell Banker creats pre-launch buzz for Grammys spot.

Domino's plans to remodel all restaurants by 2017.Continue reading...

social commerce

Google’s +Post Social Ads Go Wider Than Facebook and Twitter

Posted by Sheila Shayon on December 10, 2013 11:08 AM

Google has just launched +Post Ads, rich-media marketing real estate for the age of social, enabling brands to turn their content into ads distributed to millions of sites via the Google Display Network. 

“Amplify your content and create conversations across the web,” says the search giant. The new format, an alternative to traditional banner ads, delivers content as display ads when users hover over or tap a banner ad, and adds the ability to comment, share and interact without leaving their current webpage. 

Brands can now leverage photos, videos and Hangouts into interactive ads with a call-to-action “Click to Expand” to a full-screen lightbox. 

“Digital display was once dominated by rich-media advertising; that’s how marketers got ‘engagement.’ But social media is rapidly becoming Google’s rich-media product,” said Ian Schafer, CEO of Deep Focus. “This is a way for Google to recapture some of those ad dollars that once were spent on its rich-media products.”

While the format is similar to sponsored posts on Facebook or Twitter, Google’s units can live on any site on the Internet. “This lets brands think of the entire Web as their social stream,” wrote Eran Arkin, ads product manager at Google. Continue reading...

brand strategy

Hershey Brings Jolly Rancher's Branded Flavor Intensity to Indian Palates

Posted by Dale Buss on December 6, 2013 03:47 PM

India's sweet tooth has been growing lately to the tune of 18 percent average increases in candy sales annually, so it's no wonder that global giants including Mondelez and Hershey are targeting the sub-continent. In fact, Hershey has chosen India as the first country outside North America to launch the Jolly Rancher brand.

The first Jolly Rancher product will be lollipops, coming in three flavors: green apple, watermelon and mango. Hershey claimed in a statement that the mango variety was developed specifically for consumers in India and that, overall, the new Jolly Rancher products have been tailored "to appeal, specifically, to local palates with bold, fruity flavors that are unlike any other candy available in the market."

More than that, the company said, "The lollipops offer a long-lasting fruit-like taste experience that is distinct from the typical lollipop currently available in India." Sounds a lot like the taste-intense positioning that Jolly Ranchers has used generally.Continue reading...

trademark wars

Cadbury and the Color Purple: Nearly a Century of Use Couldn't Trademark It

Posted by Dale Buss on October 4, 2013 07:23 PM

It isn't any easier to trademark the color purple than the color red, apparently. Several months after Louboutin's failed effort to trademark the color red broadly for shoe soles in the US, Cadbury has been knocked down by a UK court over its attempts to trademark the use of purple in its chocolate wrappers.

Cadbury lost its five-year court battle to Nestle over whether Cadbury could register a distinctive shade of purple as a trademark, a specific shade—defined as Pantone 2685C—that it has used on its Dairy Milk bars and other sweets since World War I.

"The mark ... lacks the required clarity, precision, self-containment, durability and objectivity to qualify for registration," one of the judges in the case said, according to The Guardian.Continue reading...

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