Posted by Dale Buss on December 18, 2012 05:05 PM
Tide Pods are providing a robust helping of good news for Procter & Gamble in a year when its brands, products, strategy and even CEO have been taking a beating.
The company is projecting $500 million in first-year retail sales for pods, according to Ad Age. That's a major feat, given that of the 1,500 new consumer-packaged-goods launches tracked by SymphonyIRI in 2011, only 21 percent reached one-year sales of even $50 million.
Hungry for a big win at a time when nearly everything about its long-running formula for victory has been questioned, P&G has seen Tide Pods become a relatively rapid success since launching in February with a colorful campaign — with a few speed bumps along the way.Continue reading...
Posted by Shirley Brady on October 9, 2012 08:01 PM
The pitch for Pepsi's new U.S. TV commercial (below) featuring British pop stars One Direction and NFL star (and New Orleans Saints quarterback) Drew Brees: "Will a can of ice-cold Pepsi bring pop stars One Direction and NFL quarterback Drew Brees together... or tear them apart? See what happens when the music sensations and sports icon go head-to-head in pursuit of Pepsi refreshment. Follow @pepsi and #1DB for more." #1DB as in One Direction Brees, of course. It's the latest music-based installment in Pepsi's global "Live for Now" 2012 campaign.Continue reading...
Posted by Dale Buss on July 11, 2012 08:58 AM
Airbus designs new way to build planes and scraps sales target for A380.
Amazon tests a smartphone.
American Airlines opens door to merger with U.S. Airways.
Apple pulls game with Japanese Ninjas invading island chain.
Barclays former CEO Bob Diamon hits back at U.K. lawmakers over interest-rate scandal.
Drew Brees nears becoming highest-paid player in NFL history.
Expedia features real travelers' experiences in new campaign.
John Varvatos taps British musician Paul Weller as new face.Continue reading...
Posted by Shirley Brady on May 29, 2012 02:35 PM
Burberry released the campaign for its Autumn/Winter 2012 collection, starring British actress Gabriella Wilde and musician Roo Panes. The black and white campaign, shot by fashion legend Mario Testino, uses London as the backdrop. "We wanted to play with everything that’s at the heart of the Burberry world – celebrating our brand and London through imagery, film, music, weather and our iconic outerwear, all in a very poetic and British way," explained Burberry chief creative officer Christopher Bailey.
In other fashion/luxury news today:Continue reading...
Posted by Dale Buss on February 3, 2012 06:14 PM
The Super Bowl buzz window before Sunday's Big Game isn't closed yet! Among those bellying up with sneak peeks at their full SB46 commercials today include Century 21's official spot (above) with Donald Trump, Deion Sanders and Apolo Anton Ohno.
Pepsi also revealed its much-hyped ad starring Elton John and X Factor winner Melanie Amaro, who only wants some Pepsi — and uses her award-winning pipes to get some from a reluctant King John:Continue reading...
sports in the spotlight
Posted by Dale Buss on January 12, 2012 04:09 PM
Of all the sub-brands that the National Football League has been able to create on its stellar rise to sports and TV dominance lately, none is more powerful than The Quarterback.
Sure, there is the Super Bowl, which advertisers love. There is NFL.com, which has become popular. And most NFL teams have been superb at leveraging their own "local" brands with licensed goods and new stadiums, including the Dallas Cowboys, Green Bay Packers, New York Jets and Houston Texans.
But it's today's celebrity "field generals" who have come to embody the NFL brand, as well as their teams, more than any other factor. And that's why brand marketers including Jockey, Visa and State Farm are happy to see five of the game's best and hottest quarterbacks still playing this weekend in the four TV games comprising the so-called Divisional Round of the NFL Playoffs.Continue reading...
Posted by Dale Buss on November 2, 2011 08:55 AM
P&G delays $1.5 billion sale of Pringles.
Facebook struggles to get advertisers to pay for exposure.
Los Angeles Dodgers are for sale, owner Frank McCourt confirms.
Apple sees new CEO Tim Cook make it his own.
Bank of America blinks and withdraws $5 debit-card fee.
Bloomberg Businessweek ad campaign pitches personality.
BMW may see profit lead evaporate as new 3 Series eats into earnings and is topped by Mercedes-Benz in U.S. October sales.Continue reading...
Posted by Sheila Shayon on June 23, 2010 12:45 PM
New Orleans Saint Drew Brees isn't just proud to be a Super Bowl champ. He's also a proud dad, and epitomizes a shifting trend that sees fathers being targeted by brands that have traditionally pursued mothers. And it's more than just a Father's Day tie (in).
The New York Times notes that brands like Pampers and Huggies are getting more dad-savvy, though they're not displacing mom as the primary focus. “The role of dads is expanding and we salute that and we want to make dads a bigger part of the brand. Dads are playing an increasingly large role in parenting and diapering,” comments Pampers spokesman Bryan McCleary.
With outraged mommy-bloggers taking fire at Pampers Dry Max technology, P&G tapped Brees to "test" and promote Dry Max (above). Huggies' denim diapers this summer also take a more 'manly' approach to diaper styling.Continue reading...