branded content

Branded Content Watch: Comedians, Comic-Con and Getting Quirky Edition

Posted by Abe Sauer on July 25, 2014 07:43 PM

Disruption, Beer Edition: Saturday Night Live alum Fred Armisen is no stranger to working with advertisers. His cult hit IFC network show Portlandia has a partnership with Subaru. But now Armisen has partnered with Heineken in a campaign called "Routine Interruption" which sees the comedian cold call unsuspecting people on a pay phone (and follows on the brand's campaign featuring Neil Patrick Harris). It's a quirky idea, but will it help sell beer?Continue reading...


Mayo Clinic: Explaining the Hellmann's Jar in 'Silver Linings Playbook'

Posted by Abe Sauer on February 8, 2013 01:53 PM

Nominated for several Academy Awards, Silver Linings Playbook has been critically acclaimed for its directing, story and performances. But what about its product placement?

The feel-good love story features some product placement as complex as its themes. For starters, there is the question of whether or not pharmaceutical companies like AstraZeneca had anything to do with drug mentions. (They did not.) There are Raisin Bran, Budweiser, and Apple products. ("Gimme' an iPod. Who doesn't have an iPod?")

And then comes the conspicuous jar of Hellmann's mayonnaise. Continue reading...

brand news

In the News: Gucci, Morgan Stanley, Webby Awards and more

Posted by Dale Buss on May 22, 2012 08:48 AM

In the News

Alibaba regains control of future with purchase of Yahoo stake.

Audi will bundle SiriusXM traffic subscriptions in select 2013 models.

Best Buy tops profit estimates on smartphone sales.

Comcast leads U.S. cable operators to create nationwide CableWiFi network of hot spots, and launches integrated local ad sales.

Crocs taps bloggers to promote new styles.

DC Comics intends to bring a major character out of the closet.

Facebook's 11 percent drop on Monday sees fingers pointed at Morgan Stanley, raises more questions about its mobile strategy and creates schadenfreude moment for News Corp.'s ill-fated MySpace acquisition.

General Mills announces layoffs.

Google seals acquisition of Motorola Mobility.Continue reading...

brand vs. brand

Condiment Wars: Hellman's Holds Mayo in Top Spot

Posted by Mark J. Miller on October 31, 2011 11:33 AM

America loves its mayonnaise. Six of the top 15 best-selling condiments in the U.S. are different varieties of mayonnaise, according to research by Bloomberg Businessweek about sales in the 52-week period that ended on Sept. 10th.

And the condiment at the absolute top of the heap, living large at the apex of the condiment world? Hellmann’s Mayonnaise. With total sales of $401.2 million, it exceeded sales of Heinz Ketchup by more $122 million, which placed third behind Tostito’s Salsa.Continue reading...


Kraft Cracks a Miracle Whip on Relationships

Posted by Sheila Shayon on July 22, 2011 03:00 PM

Fed up with being “the other mayonnaise,” Miracle Whip launched a "Take a Side" campaign earlier this year.

Eager to turn the brand's historic positioning as the also-ran to Hellman's, it rolled out a new tagline, "We're not for everyone," and a personality-based series of spots featuring celebs ranging from Jersey Shore's Pauly D (who said he hates it) to CNN's James Carville (who loves it).

To expand on that, the Kraft owned brand has launched a YouTube contest soliciting videos from the public about how its off-white spread has affected their love life, for better or worse. The incentive for the invitation: $25,000 to use for a wedding or a divorce.Continue reading...

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