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Initial Buyers Snap Up New, Hipster-Friendly Mercedes-Benz CLA

Posted by Dale Buss on October 10, 2013 02:08 PM

After Mercedes-Benz ran its Super Bowl ad for CLA that ended in negotiations with the devil, the beast went away for awhile. But now -- as is his wont -- the devil is back in a reprise of the TV spot for the sub-$30,000 sedan. And so far, American buyers are scooping the hot new sedan off showroom floors.

The brand reported that US buyers snapped up 2,300 of the groundbreaking new Mercedes compact in their first week of availability at dealerships. That amounted to nearly all the units that dealers had stocked up in advance.

Clearly, Mercedes is on to something here. Already, CLA availability in Europe, which began in April, has helped the brand gain ground against worldwide sales leads held by BMW and Audi. And a strong launch for CLA could help Mercedes-Benz finally capture the US luxury-segment sales crown for 2013 that has eluded it the last two years as BMW narrowly edged out its German rival each time.Continue reading...

brand history

Vanity Fair Celebrates 100 with New Logo, Retro Cover

Posted by Sheila Shayon on September 6, 2013 01:42 PM

Yahoo isn't the only one to debut a new logo this week, as Vanity Fair, celebrating its 100th anniversary, has released a tweaked version of its iconic typeface. 

Gracing the cover of its commemorative October issue is model of the year Kate Upton, who was captured by famous photographer Annie Leibovitz blowing out a celebratory candle—a pose that mimics the original cover of Dress & Vanity Fair's first issue in October, 1913.

“In an age when nothing seems to last—not convictions, not even cities—a centennial, like the one Vanity Fair celebrates this year, makes me marvel at the simple fact of longevity,” Vanity Fair editor Graydon Carter commented.Continue reading...

celebrity brandcasting

Gillette Turns to Kate Upton in New Manscaping Campaign

Posted by Abe Sauer on April 1, 2013 10:13 AM

Pubic hair grooming accidents have, apparently, increased five fold in the last decade. "Nonelectric razors were responsible for 83 percent of injuries," according to the recent study by UC San Diego. If Gillette's new campaign is successful, ERs are going to see a lot more genital shaving injuries.

In what has to be one of the most transparent and intellectually insulting campaigns since whatever Axe did last, Gillette has assembled a team of models—led by encyclopedia entry for model Kate Upton—to tell guys, in no uncertain terms, that they have to shave their bodies. It's a genius idea with questionable execution and taste.Continue reading...

viral buzz

Viral Video Watch: 15 Branded Harlem Shake Videos

Posted by Shirley Brady on February 15, 2013 06:29 PM

It's the dance trend that will not die. Watch Lululemon's Harlem Shake (yoga-style) version above, and below, Pepsi's two Harlem Shake videos and other brands shaking their thang worldwide, from Australia to Israel:Continue reading...

sex sells

Sports Illustrated Swimsuit Issue Woos Women With Help From Target

Posted by Sheila Shayon on February 11, 2013 06:52 PM

A venerated cash cow for Time Inc., Sports Illustrated's annual swimsuit issue generates 7 percent of the magazine's annual revenue. Its readership is estimated to be 30% female, and the magazine is known to influence bikini and swimsuit trends and sales. 

In this year's culturally diverse issue, which hits stands on Tuesday with a multilplatform splash, SI has tweaked its barely-there offerings in an effort to appeal to the estimated 18 million women in the issue's readership by offering a six-page fashion guide, which is accompanied with six pages of ads from Target.

Women are "a part of our franchise that we can grow," said SI swimsuit editor M.J. Day to the New York Times. "Why not deliver more to them?" 

The guide features model interviews and makeup tips, while Target’s pages of ads feature swimsuits for sale in its stores. “From a business standpoint, swim is a huge business for Target,” said Michelle Mesenburg, its marketing vp, in The Times. “We wanted to have something that was a little more innovative and not just an ad in the book.”Continue reading...

super bowl

#SuperBranding: Watch Nina Agdal's Super Bowl Ad for Carl's Jr. and Hardees

Posted by Brandchannel Staff on February 3, 2013 05:08 PM

In keeping with the frat boy humor that pervades Super Bowl advertising each year, behold the just-released Game Day spot for Carl's Jr. and Hardees.

The co-branded commercial (which is running in "many markets" as a local, not national ad buy) introduces a new sandwich for the chain and stars Danish model Nina Agdal, who replaces Kate Upton — who switched brands to star in a racy Mercedes-Benz Super Bowl teaser and celeb-studded commercial this year.

Click here to watch the NSFW (or home) "Director's Cut" of Agdal's spot, and here for a behind-the-scenes look.

super bowl

Super Bowl Branding: A Chat With Mercedes-Benz CMO as Full TV Spot Revealed

Posted by Dale Buss on January 30, 2013 03:01 PM

Now that it's managed to leverage the Kate Upton factor, has released an extended-cut version of its Super Bowl commercial featuring the supermodel (along with Usher and a devilish Willem Dafoe) and has revealed the price of its stylish new CLA Class sedan at $29,900, Mercedes-Benz can just sit back and watch the returns roll in for its Big Game presence — right?

Not by a long shot. Mercedes-Benz executives, dealers and others are busy this week attempting to take maximum advantage of the other significant part of their brand-building opportunity connected to the Super Bowl: having their name on the Mercedes-Benz Superdome that will be hosting the game on Sunday.

From the start of this Super Bowl XLVII season, Mercedes-Benz has embraced the association with the Big Easy that began in earnest with a naming rights deal that led to the placing of its iconic star emblem all over the Superdome in 2011 in full knowledge that the 2013 Super Bowl would be played there. For the game on Sunday, Mercedes-Benz signage will be more apparent than ever.

"And every time the game commentators on TV are going back to the game, they're going to be saying, 'Let's get back to the Mercedes-Benz Superdome,'" Bernie Glaser, CMO of Mercedes-Benz USA, told brandchannel.Continue reading...

super bowl

Super Bowl Auto Ad Watch: VW, Audi, Hyundai, Mercedes-Benz, Kia and More [Updated]

Posted by Dale Buss on January 24, 2013 05:29 PM

More and more, the Super Bowl is becoming the Auto Bowl.

Up from just a handful of car brands a few years ago, Super Bowl XLVII on Feb. 3 will feature no fewer than eight auto brands advertised by six different companies: Audi, Chrysler, Lincoln, Hyundai, Kia, Mercedes-Benz, Toyota and Volkswagen.

"A lot of us are there," Steve Shannon, CMO for Hyundai Motor America, told The New York Times, because "it sells cars." Specifically, the game, its walk-up and aftermath have become an unparalleled platform for launching or previewing new products, refining brand positioning, or both.

Audi of America plans to crowdsource the end of its Super Bowl spot by offering three different endings to a prom-night story on its YouTube channel. Lent an Audi S6 by his father, a boy exudes self-confidence as he drives to the dance, struts in, spies the prom queen and gives her a dramatic kiss. Then the prom king approaches him and... the rest will be determined by viewers who weigh in.Continue reading...

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