2014 Brandcameo Product Placement Awards

sports in the spotlight

Big Personalities—and Their Sponsors—Set to To Take the Field at Super Bowl XLVIII

Posted by Mark J. Miller on January 23, 2014 06:56 PM

Two unexpected sports stars have emerged ahead of the Feb 2. Super Bowl between the Seattle Seahawks and Denver Broncos. 

Derrick Coleman, the star of Duracell's internet-to-TV ad has gained worldwide attention for his encouraging tale that chronicles his life as a deaf athlete. The heart-warming underdog story was originally intended to just run on the internet, but launched on broadcast TV on Jan. 10 following an excess of positive feedback. The ad landed on the No. 2 spot on Ad Age’s Viral Video Chart this week after garnering over nine million views.

But that was pre-game. Following the Seahawks' win over the San Francisco 49ers, another star emerged, though with a rougher entry. Fellow Seahawk Richard Sherman made the internet explode after he reportedly mouthed off to several 49ers players and then delivered an equally jarring post-game interview to reporter Erin Andrews.

Sherman caught serios heat from fans on social media who called him "selfish," "nasty," and "unsportsmanlike," among other things, (though now the tide is changing). While Sherman later apologized, marketers saw a rising star.Continue reading...

brand battle

In Defense of Seahawks Fans: Duracell Looks to Show Positive Side at Sunday's Game

Posted by Mark J. Miller on January 15, 2014 03:51 PM

The Seattle Seahawks and San Francisco 49ers will meet on Sunday to vie for a Super Bowl spot in a game that's sure to be a blow-out—if you're talking noise levels, of course. Beyond the legendary rivalry between the two teams, the Seahawks' CenturyLink Field has claimed the title of loudest stadium in the NFL after causing not one, but two minor earthquakes during home games.

To add fuel to the playoff fire, two brands are now battling to show their TV spots during the game's broadcast—one from Beats by Dre, featuring 49ers quarterback Colin Kaepernick blocking out the jeers of overzealous Seattle fans with his headphones, and another from Duracell, which spotlights the story of Seahawks running back Derrick Coleman, who is legally deaf and uses a hearing aid powered by Duracell to hear the cheers of his fans. 

While the Beats by Dre ad has been running throughout the playoffs and will likely be shown during this weekend's game, Duracell is reacting to a surge of positive reactions to its Coleman ad, and is hoping to secure a spot during the nationally televised game, Ad Age reports.Continue reading...

web watch

Starbucks Drops AT&T, Teams with Google to Serve Faster Connectivity

Posted by Sheila Shayon on August 1, 2013 12:23 PM

Starbucks is busy reinterpreting the internet cafés of yore as it moves to create an indulgent lifestyle brand for its loyal customers.  

Beginning in August, new company-operated Starbucks locations in the US will be equipped with WiFi, provided by Google, that is up to 10 times faster than what is currently offered in existing US Starbucks cafes through AT&T. 7,000 existing Starbucks locations will receive the improvements over the next 18 months. 

Level 3 Communications will upgrade existing WiFi devices and manage connectivity with several solutions including DSL, cable modems and multiple T1 lines.Continue reading...

campaigns

Duracell Launches Quantum Line as Crucial Battery Buddy to First Responders

Posted by Dale Buss on July 31, 2013 06:26 PM

With major natural disasters prominent in the US lately, P&G's Duracell battery brand has been handed a major—if unfortunate for the victims—branding opportunity. Duracell's new Quantum high-power battery line is tailor-made to harness the brand's long association with the front-line "first responders" who arrive on the scene ahead of everyone else, often depending on battery-powered devices.

Duracell, owned by P&G since it bought Gillette in 2005, is introducing Quantum as its most powerfrul line of batteries, carrying a 20 to 30 percent price premium over regular Duracell units. The new line—which will replace the existing Ultra premium line—is red instead of black underneath the "copper-top" coloring of each Duracell battery.

And while disposable-battery sales in general have flattened out over the last few years as rechargable batteries have become commonplace for digital devices, brands such as Duracell and Eveready have been able to make up some of the financial shortfall by emphasizing longer-powered, higher-priced, higher-margin product lines.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...

doing good

Brands Step Up for Disaster Relief in Wake of Hurricane Sandy

Posted by Sheila Shayon on November 1, 2012 01:16 PM

Here's to the many brands that have been stepping up in the wake of Hurricane Sandy's devastation on the U.S., providing everything from money to food to power and their employees, products and services to help disaster relief efforts. A partial list of charitable first-responders follows (and if we miss any, please let us know in the comments):

AT&T will extend late-payment windows for wireless and wireline customers, waive late payment fees and not disconnect services because of non-payment, and in an unprecedented open-network arrangement with T-Mobile, will enable roaming to customers of both companies in the impacted areas. AT&T wireless customers can make a $10 donation (up to $50) for Hurricane Sandy relief by texting to relief organizations. AT&T and T-Mobile also joined forces on a wireless roaming agreement, while Verizon Wireless is offering free charging for all cellphones.Continue reading...

sip on this

Starbucks Powers Up with Duracell Wireless Charging in Boston

Posted by Sheila Shayon on October 29, 2012 01:19 PM

The fact that Starbucks closed all of its New York City and Long Island locations Sunday afternoon to let its employees get home before the transit system shut down, and will keep its stores shuttered Monday, underscores the predictions about Sandy’s imminent arrival.

Connecticut, New Jersey and other stores in the hurricane’s path will follow suit if necessary. But for those hunkered down in Starbucks stores in Boston, today is the day to fire up your phone with P&G's Duracell Powermat, the first market in which the chain is testing wireless charging.

Seventeen locations in and around Boston have launched "limited time in-store trial for wireless charging," said Starbucks chief digital officer Adam Brotman to the Boston Globe. "We're building the Powermat technology into some of the tabletops, just to get a sense for how our customers will react, compared to having to plug their mobile devices into the wall."Continue reading...

celebrity brandcasting

Jay-Z and Beyonce: Made in America for Bud, Made in Brooklyn for the Nets

Posted by Mark J. Miller on September 4, 2012 04:14 PM

Jay-Z may only own a smidgen of the NBA’s new Brooklyn Nets team and the rusty-looking arena that was just built for them to play in, but he’s definitely playing his role to the hilt. The rapper supposedly helped design the team’s logo and pick the color scheme and sold out a slew of shows at their Barclays Center home.

And now, he and his wife, Beyoncé, are continuing to spread their influence for the Nets wherever they go — including, over Labor Day Weekend weekend, in Philadelphia for the Budweiser-sponsored Made In America festival, a music festival that Jay-Z had organized and headlined.Continue reading...

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