brand strategy

Mondelez Bridges Gap Between Real-Time and Real Results with Project Sprout

Posted by Sheila Shayon on May 12, 2014 12:17 PM

Branching out from its Super Bowl XLVII marketing moment in the sun, Mondelez has launched Project Sprout, a marketing initiative that puts multiple agencies on short deadlines to create advertising that boosts short-term sales and grabs social media attention. 

In killing off the agency-of-record model which Dana Anderson, SVP marketing strategy and communications, referred to as "no longer the pathway to Oz for clients or agencies," Mondelez is demonstrating how collaboration and quick thinking can lead to major marketing wins.  

"This is really about us thinking about global marketing differently," Eliza Esquivel, VP global brand strategy for Mondelez, told Advertising Age. The project, which launched earlier this year, uses "small in-market experiments that then can be measured to make sure that they are working and then those can be applied … globally."

The project lends itself to Mondelez becoming more "fearless marketers," Esquivel said, highlighting the importance of being "nimble and responsive" in an ever-changing marketplace.Continue reading...

branded entertainment

Zooey Deschanel: Actress, Singer, Branded Entertainment Exec

Posted by Sheila Shayon on January 18, 2012 11:51 AM

The Single Life, a humorous web series about online dating, debuted last year with sponsorship by Dentyne. Apparently it was a success, as it's attracted the interest of “New Girl” and It Girl, actress and singer Zooey Deschanel, and her BFF’s Sophia Rossi, a producer, and Molly McAleer, a writer, to sign on as creative consultants.

The trio are co-founders of HelloGiggles.com, founded last year to be “the ultimate entertainment destination for smart, independent and creative females. Everything hosted on the site will be lady-friendly, so visitors need not worry about finding the standard Boys Club content that makes many entertainment sites unappealing to so many of us.” As gag-inducing as the phrase "lady-friendly" might be, think of it as code for "branded entertainment" for women in the 18-34 demographic.

As a result of the deal, The Single Life will be based at HelloGiggle and syndicated to Digital Broadcasting Group’s video ad network of 2,600 websites targeted toward the 18-34 demo. "As we head into season 2, we wanted to reinvigorate the show and give it some new life and we felt that getting the HelloGiggles staff's input into the actual program would give the webisodic series a new zip or vigor," said DBG Chief Creative Officer Joseph Gomes to the Hollywood Reporter, adding that Deschanel and company will be "creative voices to the program."Continue reading...

media brands

Iconoclash: Jezebel in the Spotlight

Posted by Sheila Shayon on July 13, 2010 01:00 PM

When your brand is build on being provocative and something of an iconoclast, you're going to go after other brands, including other iconoclasts. Which is what Jon Stewart's The Daily Show and Jezebel are doing.

Gawker's post-feminist blog recently accused Comedy Central's The Daily Show of being sexist by not featuring more women. Stewart swiped back on-air (see the 2:05 mark here) while his female staffers responded with a mocking note posted on the show's website.

It's all great for business as far as Gawker Media owner Nick Denton is concerned.Continue reading...

chew on this

Stride Shift: A Gum that Willy Wonka Would Love

Posted by Barry Silverstein on May 11, 2010 02:05 PM

"Ready or not, here it comes."

That's the tag line of a new TV ad for Stride Shift, a sugarless gum that claims to change flavors as the consumer chews it. Available in two flavors (Berry-to-Mint and Citrus-to-Mint), Stride Shift is the latest entry in the sugarless gum category, a market worth over $2 billion.

What's changing, in addition to Stride's Willy Wonka-esque flavor-changing twist, is the marketing approach of Kraft's Cadbury division when it comes to the brand.

Already positioned as "The Ridiculously Long Lasting Gum," Stride has abandoned the typical sugarless gum marketing strategy of pitching fresh breath, whitening, or being good for consumers.Continue reading...

brand news

Headline Roundup: BP Eyes Boycott, New Spill Plan

Posted by Shirley Brady on May 11, 2010 07:53 AM

Executives from BP, Halliburton and Transocean defend themselves as hearing begins in Washington. Meanwhile, BP faces boycott as it prepares a second dome and considers stuffing uncapped oil well with golf balls and tires.

Paid brand blogging and "sponsored conversations" are on the rise.

P&G prepares branding campaign for London 2012 Olympic Games.

Claire's hit by recall of children's jewelry.

Coca-Cola China launches eco-friendly bottles for Ice Dew water brand.

Disney launches women's website with Teri Hatcher.Continue reading...

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