brand news

Brand News: Samsung, Girl Scouts, AT&T and more

Posted by Dale Buss on January 20, 2015 09:05 AM

Girl Scout cookie candles

TOP STORIES

Samsung leads global smartphone sales as Chinese brands rise.

Girl Scouts bring cookie scents to limited-edition Yankee Candle line.

Google nears closes (with Fidelity) billion-dollar investment in Elon Musk's SpaceX and space-based internet.

Facebook touts "economic impact," estimating it adds more than $200 billion to global economy, as it targets TV ad dollars and fake links in newsfeeds.

AT&T introduces free calling to Mexico following Iusacell acquisition.Continue reading...

branded entertainment

Branded Entertainment Watch: Marty, Bob, Leo and Brad Pitch Real-Life Casino

Posted by Abe Sauer on January 16, 2015 06:01 PM

The Audition Melco Casino Studio City Martin Scorsese Robert De Niro Leonardo DiCaprio Brad Pitt

The Project: Melco Crown Entertainment / "The Audition"

The Plot: Martin Scorsese, Robert De Niro, Leonardo DiCaprio and Brad Pitt extend the time-honored tradition of Hollywood types cashing in overseas—and this is only the trailer for the $70 million short film/commercial (the most expensive ad ever made) that's still to come.

It's penned by The Wolf of Wall Street scribe Terence Winter and directed by Scorsese and produced by Brett Ratner. The backer: Australian casino tycoon James Packer. The backgrounder: Scorsese's 1995 Casino movie with De Niro.

The Verdict: All this to promote a DC Comics-themed casino opening this year in Macau? Continue reading...

super bowl

Super Bowl 2015: Brands Rev Up Ads, Engagement as Countdown Begins

Posted by Sheila Shayon on January 6, 2015 05:58 PM

Super Bowl 2015

With less than a month until Super Bowl XLIX on Feb. 1, brands are preparing their campaigns to woo the millions of fans worldwide who will be watching. Currently, the ad inventory for the game on NBC—up to $4.5 million per 30-second slot—is virtually sold out as half of the anticipated top-40 brands already have skin in the game.

"Early and often has become the new mantra for Super Bowl advertisers," Stephen Greyser of Harvard Business School told USA Today. "Each Super Bowl ad serves as a hub to promote the entire brand."Continue reading...

automotive

Nissan Returns to the Super Bowl With Brand-Led 'Big Moments' Strategy

Posted by Dale Buss on December 2, 2014 05:05 PM

A handful of automakers may be refraining of buying ad time during Super Bowl 2015, but one hot-selling car brand is stepping up to the opportunity: Nissan, which today announced that it plans to become a Super Bowl advertiser for the first time in 18 years by suiting up for the Big Game on February 1.

Expect a 60-second spot by Nissan that's oriented more toward brand positioning than specific products. The ad plans to extend rather than deep-six the company's messaging about innovation and excitement.

The decision also extends Nissan's "big moments" marketing strategy that already has had it sponsoring U.S. college football's Heisman Trophy, for instance, and expanding its multimedia engagement with NBC's hit show The Voice.

"What's the biggest media moment we can own?" Jeremy Tucker, Nissan USA's vice president of marketing, told brandchannel. "Now is the time to do this, and we've got something to say."Continue reading...

super bowl

Super Bowl Fights to Keep Advertisers Despite Defections, League Issues

Posted by Dale Buss on December 1, 2014 05:05 PM

Despite some high-profile advertiser defections and belt-tightening and concerns about brands' reaction to the NFL's domestic-violence crisis this season, ad sales for Super Bowl XLIX on February 1 in Phoenix are on track, with other marketers stepping up to fill in any commercial gaps.

The latest reminder that the Big Game remains America's most attractive TV advertising (and brand messaging) platform came today in the form of an announcement by Doritos.

The PepsiCo-owned brand unveiled a list of 29 semifinalist consumer-created Doritos ads in its "Crash the Super Bowl" contest, which has become a popular annual fixture in the Game Day telecast.Continue reading...

brand extensions

Cheetos Woos Soccer Fans and Hispanics with Los Cheetahs Futbol Team

Posted by Mark J. Miller on October 29, 2014 02:28 PM

America’s interest in soccer continues to grow, as evidenced by the huge numbers of U.S. TV viewers for this year's FIFA World Cup. Add to that the rapidly growing Hispanic market and influence in America, and it appears that Cheetos may be making a very smart move with the creation of its own soccer team, Los Cheetahs, and tournament.

As part of a new campaign, Los Cheetahs are scheduled to play their "rivals," Los Jefes, in a series of games. The nationwide tour kicks off on Nov. 8 in Long Beach, CA, when Los Cheetahs will play their first game at a custom-built beachfront soccer stadium. After that, the teams will traverse the U.S. to showcase their fancy footwork—and the Cheetos brand, of course. 

Los Cheetahs, a name inspired by the brand's Chester Cheetah character, won’t be giving the English Premier League or Major League Soccer any competition, however. This team is basically the Harlem Globetrotters of soccer with a slew of tricksters ready to juggle, trick shot, and get fans cheering throughout the game.Continue reading...

brand news

Brand News: IBM, McDonald's, Coca-Cola and more

Posted by Dale Buss on October 21, 2014 09:02 AM

TOP STORIES

Apple drives record profits with sales of new iPhone as China-backed hackers reportedly infiltrate iCloud.

Coca-Cola hatches initiatives to stoke growth after results disappoint.

IBM faces pressure for another big overhaul after CEO Rometty abandons 2015 earnings goal.

McDonald's profit plunges more than expected as it faces problems from high prices and from losing famlies.

Fashion designer Oscar de la Renta dies at 82 while The Washington Post's longstanding editor Ben Bradlee has passed at 93.Continue reading...

super bowl

Popchips Not Ready for Its Super Bowl Close-Up, Despite Boss Katy Perry

Posted by Dale Buss on October 15, 2014 02:03 PM

It's the time of year that advertising watchers start putting together the pieces of the Super Bowl TV commercial lineup. And could there be an easier no-brainer than to look for Popchips to advertise in Super Bowl XLIX in Glendale, Arizona, on February 1? Maybe not.

The CMO of the ambitious popped-snack-chips line—the one featuring "all the taste, half the fat" of fried chips—told brandchannel not to count on the challenger brand to crash Frito-Lay's Super Bowl party next year despite the alignment of a number of interesting factors that might suggest Popchips would do so:Continue reading...

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