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holidaze

A Very Branded Halloween: From Ghoulish Oreos to Domino's Box-O'-Lantern

Posted by Sheila Shayon on October 31, 2013 06:21 PM

The average American household will spend $44 on candy for Halloween this year, a total aggregated spend of more than $2 billion. And the top chocolate brands—Snickers, M&M's, and Reese's Peanut Butter Cups—won't be the only brands to benefit.

This year brings the usual bonanza of contests and antics from a broad swath of brands eager to show their playful—and spooky—sides.

From Google's witchy animation to FedEx's Zombie Survival Kit, here are a few that caught our eye:Continue reading...

brand partners

P&G Teams with Fashion Elite to Develop High-End Laundry Care Products

Posted by Sheila Shayon on October 14, 2013 01:41 PM

Procter & Gamble is taking its fabric care knowledge to fashionable heights by leveraging relationships with designers and industry organizations to innovate in the fabric-care space.

Renowned British designer Giles Deacon is coming on board as the brand’s first-ever global fashion consultant, while a newly formed partnership with the Council of Fashion Designers of America and Première Vision, a renowned fabric and textiles trend observer, will help spread P&G's prowess in fabric-care using its top-performing brands including Tide, Downy, Gain and Bounce.

The initiatives will “explore the future of fabrics and the science behind the beauty and care of clothes," according to MediaPost, and will help innovative product development.Continue reading...

retail watch

Target's New Campaign a Tongue in Chic Lesson in How to Market Groceries

Posted by Dale Buss on January 7, 2013 04:11 PM

Leveraging its design chops in a whole new way, Target is launching a new multi-faceted marketing campaign behind its CPG products with a decidedly unique twist.

"The Everyday Collection" by Target isn't its latest limited edition designer collaboration. It's a minimalist campaign touting — wait for it — groceries, from cake mixes to laundry detergent, prenatal vitamins to cuts of steak. It's also applying its acknowledged sensibilities in fashion and design to promoting the, let's face it, more mundane SKUs in its inventory on behalf of its brand affiliates: consumer packaged goods.Continue reading...

brand strategy

P&G Outlines $10 Billion Cost-Cutting, New Products, Leaner Marketing

Posted by Dale Buss on November 19, 2012 03:54 PM

Procter & Gamble invented modern marketing, some would argue, in its 175 years. And now the company is hoping to reinvent it by leveraging digital assets, boosting marketing productivity and more narrowly focusing on the company's key brands in their most important markets.

As the company continues to come up off the mat from its criticized performance earlier this year, CEO Bob McDonald hasn't let his foot off the gas — or let up on his determination to continue to overhaul P&G so that it doesn't get caught flat-footed again.

During an analysts' presentation last week, McDonald said that P&G plans to cut more than twice as many non-manufacturing jobs as it already had planned, a further sign that McDonald continues to heed analyst and investor criticism over the company's bloated cost structure.Continue reading...

brand evolution

P&G Turns 175 With Dive Into the Archives

Posted by Mark J. Miller on November 1, 2012 04:33 PM

Depending where you were, you may have celebrated Halloween on Oct. 31st. At Procter & Gamble, they've been celebrating the company's 175th anniversary.

That's right: P&G – mother of such consumer packaged goods icons as Tide, Pampers, and Comet, among others – is now 175 years old, but a look back at the company's history reveals that the whole endeavor might not have started if an errant flame and a rapscallion hadn’t done their dirty work all those years ago — or if an opinionated father and father-in-law hadn't intervened.

Or put another way, Mr. Procter's failures in England led to P&G's global success today — and Procter took a Gamble that paid off.Continue reading...

celebrity brandmatch

Celebrity Brandmatch: Jay-Z, Katy and Kiefer Owe it All to Groucho and Gracie

Posted by Sheila Shayon on July 27, 2012 02:34 PM

If Amy Sedaris pitching Downy in a perky new campaign rings a bell, it's because celebrities have been sudsing up for brands since the early days of Hollywood. Think back to the golden days of radio, when Jack Benny plugged Jello in his opening line, "Jello, everybody, this is Jack Benny," and Bob Hope promoted Pepsodent toothpaste. And in the early days of television, George Burns and Gracie Allen peddled Carnation Milk, Groucho Marx touted Prom Shampoo and Ozzie and Harriett shilled for Aunt Jemima Pancake Mix. Before he was President, Ronald Reagan stumped for Chesterfield cigarettes.

In today’s world of 24/7 social media, celebrity endorsement, backing and entrepreneurship (from Gwyneth Paltrow's Goop to Jessica Alba's Honest Company) have reached new digital platforms. This week Stamped, a mobile app and website that lets people share reviews of anything they like, announced new celebrity backers including Justin Bieber, Ryan Seacrest and Ellen DeGeneres, and investments from Columbia Records, Eric Schmidt and The New York Times Company, bringing its financing to over $3 million.Continue reading...

ad watch

Super Bowl Ad Tracker: Rainn Wilson for Chevy, 50 Cent for Suzuki, a Kia Fantasy and more

Posted by Dale Buss on February 2, 2012 12:56 PM

Just when it seemed that almost every Super Bowl ad already had been revealed or teased, brand marketers' buzz machines continue revving up. GM is promoting their Super Bowl XLVI spots on Chevy's YouTube channel — including talking insects on a Chevy Sonic and Volt-enchanted aliens, which you can watch below — with YouTube-only clips with Rainn Wilson encouraging fans to share, engage and vote for their favorite spots.Continue reading...

branding trends

Brands do the Time Warp (Again)

Posted by Barry Silverstein on May 25, 2011 01:00 PM

Walk into a Target store any time through June 10 and you might think you got caught in the spin cycle of a time machine. That's because you'll find the venerable Procter & Gamble brands Tide, Bounce and Downy available on Target's shelves in limited edition retro packaging. 

"Surprising guests with vintage packaging speaks to Target's goal of keeping the weekly shopping trip fun and fresh," says Amy Cantu, a spokesperson for Target.Continue reading...

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