Mike's Hard Looking For More Love

Lemonade is generally considered something for the summertime and even just for picnics, so Mike’s Hard Lemonade, after 14 years on the market, is aiming to inform consumers that there are plenty of other times to drink the stuff, too. The brand’s new campaign features offbeat commercials that are set in traditionally beer-drinking locales and end with the tagline “It’s never not a good time for a Mike’s Lemonade.”

“We’re looking at a traditional beer consumer, which is a natural fit for Mike’s,” Sanjiv Gajiwala, the director of marketing for Mike’s, told The New York Times. The brand has its work cut out for it since research has shown that 21 percent of men “would not want to be seen” holding a fruity malt beverage while only 11 percent of women felt the same way, MSN reports.

The brand will spend between $15 million and $20 million on the campaign, up from its overall 2012 advertising budget of $13.3 million, the Times notes.Continue reading...

It’s been more than 1,500 years since Saint Patrick was laid to rest and could no longer use the shamrock to explain to Christians the idea of the Holy Trinity. Thanks to St. Patrick's Day every March 17th, his legacy inspires millions the world over to consume massive amounts of alcohol and shout “Top of the morning to ya!” to anyone who passes. With such a jovial reputation, you can bet that brands, alcoholic or not, take advantage of the built-in marketing ploy—and not just those participating in Pantone's color of the year for 2013.Continue reading...

Oprah Winfrey and Discovery's OWN TV channel sets ad premium Lance Armstrong TV confession while his personal brand redemption bid is seen as falling short.

AT&T takes $10 billion pension charge against earnings.

Amazon launches music store for Apple devices.

Ameriprise Financial taps Tommy Lee Jones for encore.

Aston-Martin seeks development partner to build high-end engines.

Boeing grounding of Dreamliner forces airlines to scramble.

Chrysler nears deal to restart in-house financing.Continue reading...

Diageo already produces a veritable Amazon of alcoholic brands – Smirnoff, Johnnie Walker, Bailey's, and Guinness to name a few — but the drinks giant is still not satisfied.

Reuters reports that the world’s largest spirits maker was in talks to purchase the world’s best-selling tequila maker, Jose Cuervo, but those talks have concluded without an agreement. Don’t think Diageo is done, though. The pullout “fuelled speculation that” Diageo will now go after buying up Beam Inc., which produces the world’s second-best-selling tequila, Sauza, and of course its iconic Jim Beam brand in addition to Maker's Mark and Knob Creek bourbons.Continue reading...

Can Austrian skydiver Felix Baumgartner break the sound barrier by falling from the edge of space? That is the question on everyone's mind as Baumgartner, backed by Red Bull, attempts to become the first human to break the sound barrier unaided by a vehicle.

In a huge leap (literally) for science and brand sponsorships, Red Bull is funding the historic attempt that will see Baumgartner jump out of a balloon above Roswell, New Mexico. He plans to the jump from a height of over 120,000 feet, and will be free-falling towards earth at an estimated 700mph, as soon as the high winds let him actually make the jump. Watch for updates on Twitter and live here. (Update: Today's mission was cancelled "due to strong winds" and has been rescheduled for Oct. 14.)

Like Baumgartner, the execs at Red Bull like to help folks break boundaries. Whether it is helping a few people rave into the wee hours, funding the creation of one of the most incredible Rube Goldberg-esque bits of tomfoolery ever, expanding its flavor menu or funding a daredevil's plunge nearly 23 miles to Earth, Red Bull seems game for, well, pretty much anything.Continue reading...

Interbrand's 2012 Best Global Brands report sees Coca-Cola on top, Apple and Samsung make gains, Disney and HP decline, and BlackBerry lose 39 percent of brand value.

Samsung files to add iPhone 5 to Apple patent lawsuit as US court lifts injunction against Galaxy Tab sales and Galaxy S3 outsells iPhone 5 in UK.

Amazon plans to hire 10,000 British temp employees for the holidays.

American Airlines accuses pilots of sabotage as loose seats embarrass execs.

American Express ordered to refund $85 million to customers and pay $27.5 million in penalties.

Apple's iPad Mini rumored for Oct. 17 unveiling.

Cadbury wins exclusive right to its signature purple color in legal battle.

Disney unveils new homepage with entertainment focus.

Facebook sells more access to members as part of ad analytics push; Wall Street approves.

Google's stock market value passes Microsoft's for the first time.

Guinness launches "cloud TV" campaign.Continue reading...

Apple shares reach $700 as iPhone 5 shatters sales record.

Belvedere owes Bruce Willis for years of representing Sobieski vodka.

Burberry says strategy won't change as brand brings capes to London Fashion Week.

Chrysler and GM will get a chance at deal similar to new labor accord between Ford and Canadian Auto Workers.

Conde Nast plans French Vanity Fair.

Dole Food to sell businesses to Itochu.

Dos Equis finds some fans unimpressed with Obama endorsement by its "most interesting man" actor.Continue reading...

BlackBerry-maker Research in Motion saw its shares slump today after warning Wall Street that it's forecasting an operating loss for the first quarter. With the company hiring bankers at JPMorgan and RBC to explore a sale, investors worried and layoffs looming, the Canadian government dismissed rumors of a possible takeover.

Other brand news:

Best Buy store closures spur Walmart ads.

NYC mayor Michael Bloomberg bans sale of large sodas and sugary drinks.

GM is shifting Chevrolet ad budget from Super Bowl to sponsoring the popular Manchester United soccer team.

Disney Channel joins the TV Everywhere brigade.

Exxon Mobil shareholders approve executive pay.Continue reading...