chew on this

Will Kids Take a Bite of Disney's Frozen and Spider-Man Branded Apples?

Posted by Mark J. Miller on October 17, 2014 12:01 PM

Let it go... into your grocery cart.

Apples may not have had anything to do with the plot of last year’s megahit Frozen, but that doesn’t mean the marketing geniuses at Disney don't see the fruit (which got such a bad rap, after all, in Snow White) as an opportunity to continue the momentum and get kids to eat healthier.

Disney, the 13th Best Global Brand (which turned 91 this week), has been on a kick to get kids to eat better since 2006. Since then, more than 4.1 billion servings of Disney-branded fruits and vegetables have been served up, while sales of its branded fruits and vegetables have tripled just in the last two years.

Now comes the latest Disney-branded produce, just in time for holiday baking: bags of apples branded with either characters from Frozen or Spider-Man. Why should grocers stock (and shoppers buy) Spidey apples and Frozen fruit?Continue reading...

creative snack

Live From MIPCOM: Thoughts on Brand Storytelling from LEGO, Disney and Netflix

Posted by brandchannel staff on October 14, 2014 04:04 PM

MIPCOM, the world's entertainment content market, is taking place in France through Thursday, with buyers, producers and Oculus Rift-testers checking out the latest in content and branded programming. A peek at some of the sessions in case you're not fortunate enough to be in Cannes this week, including a chat with Jill Wilfert, Vice President, Global Licensing And Entertainment, Lego Group; Anne Sweeney from Disney; and Ned Sarandos of Netflix.Continue reading...

bc q&a

History in the Making: 5 Questions with A+E's Dan Suratt on HISTORY's Planet H

Posted by Shirley Brady on August 19, 2014 01:33 PM

A+E Networks' HISTORY channel has launched a unique brand extension that taps today's technology to engage kids with the past. Planet H launched  earlier this month with two mobile games that will encourage learning through play.

The games, priced at $2.99 each and available on iOS, Android and Amazon's Kindle Fire platform, are the cable brand's first major attempt to fill a gaping hole in kid-sized historical content. Developed in partnership with RED Games, which has developed apps for other A+E Networks brands, the games allow young users to explore past empires and the American frontier on their mobile device of choice. 

"The idea to bring a younger audience to the HISTORY brand has been kicking around for years, but up until recently there's been nowhere for it to live," Dan Suratt, A+E’s EVP of digital media and brand and content licensing, told Ad Age. "Now we have all of these other platforms and devices that appeal to younger demos like tablets and smartphones that make it easy to reach these demos without making huge financial commitment."

brandchannel Editor-in-Chief Shirley Brady chatted with Suratt to talk Planet H, mobile-first branding and future brand extensions and experiences.Continue reading...

campaigns

Goodbye, Kitty: Japan Sends Hello Kitty into Orbit to Boost Space Program

Posted by Mark J. Miller on August 14, 2014 01:42 PM

NASA isn't the only space program in jeopardy. Japan, for one, is also trying to re-engage young minds with the fascinations of space using a tried and true method: Hello Kitty.

The iconic figure, which is celebrating its 40th birthday, has created billions of dollars in revenue for its owner, Sanrio, and Japan hopes that its internationally-recognized animated toy will drive the same kind of cultural interest for its space program. 

To get more private companies interested in using satellites, the government has invested $40 million toward the project, Reuters reports. The satellite carrying the 1.6-inch Hello Kitty figurine was fine-tuned over a couple of months of experimentation and is about the size of a garbage can.Continue reading...

campaigns

Gap Goes Cute and Dell Goes Cool for Back to School Season Campaigns

Posted by Mark J. Miller on August 13, 2014 11:12 AM

With kids across the US trickling back to school over the next few weeks ahead of Labor Day, Gap is kicking its back-to-school campaign into high gear coming off a 2 percent sales boost in July. This year, the company is pulling out a major social effort tied to the brand's newest social presence, @GapKids

The launch of @GapKids includes a new contest, GapKids Class of 2014, that invites “parents to submit photos of their kids for the chance to be featured in a 2015 GapKids marketing campaign,” according to a company press release. All that enter will receive “a socially sharable moving image video of their child that encapsulates the GapKids aesthetic.” Gap has had a similar program, Casting Call, for the last six years, but this year's marks a much bigger investment in social media marketing.

The hope is that parents, who the National Retail Federation says will spend nearly $75 billion on back-to-school spending, will head to the @GapKids Instagram, Twitter and Pinterest channels to share and comment on parenting-related stories.Continue reading...

retail watch

Aeropostale Crops Its Brand to Reveal Younger, Fresher AERO

Posted by Sheila Shayon on August 4, 2014 01:46 PM

Aeropostale is just the latest former cool kids brand to give itself a facelift in light of increasing competition from fast fashion brands including Forever 21, H&M and Uniqlo. 

The clothing retailer has launched Aero Now with a campaign that shows off the brand's new visual and verbal identity in stores, with AERO now its name on its stores, on its website (even if the URL aero.com is already claimed) and across mobile and social media (as Mobile Commerce Daily noted) that's timed to this week's back-to-school push across North American retail.

Its new positioning is summarized in the tagline, "You've changed, so we've changed" — which hints at the major restructuring underway at the brand.Continue reading...

corporate citizenship

Yes to Giving: Target Aims to Donate $25 Million to School Kids in Need

Posted by Sheila Shayon on July 9, 2014 02:02 PM

According to a 2013 study, US public school teachers spent about $3.2 billion on classroom supplies in the 2012-2013 school year, an estimated $1.6 billion from their own pockets, or about $500 a year per teacher. And that's not including what families provide to teachers so their kids are equipped to learn.

That's why Target is upping its corporate citizenship commitment with a variation on TOMS one-for-one model by partnering with Yoobi, a Target-exclusive brand of colorful school supplies and a tag line that promotes the partnership, “One for you, one for me.” Today, Target announced it's aiming to donate up to $25 millon in supplies this upcoming back-to-school as part of this education commitment.

Yoobi, a clever twist on "You Be," launched at Target.com and in-store on June 1 as part of its Made to Matter collection of pro-social brands. For any purchase from the colorful collection of folders, notebooks, pens, crayons, glue sticks and rulers, Target will contribute to classroom packs that contain 900 items, about enough for one K-3 class of 30 students per year. Continue reading...

brand extensions

Common Score: Angry Birds Targets Education and Common Core Debate

Posted by Sheila Shayon on May 8, 2014 10:55 AM

Finland's Rovio, creator of the Angry Birds juggernaut, this week announced a surprising brand extension: education. The game-maker is now marketing early childhood curriculum worldwide based on the popular app which has seen billions of downloads worldwide.

Angry Birds Playground is based on the Finnish national curriculum for Kindergarten (ages 3 to 6). According to the Washington Post, it's a mash-up of free play, physical exercise and tech tools, “a reconfigured learning environment, as well as some of the popular Angry Birds characters, to maximize learning through engagement.”

Finland wants to corner the global market on fun learning. Decidedly different from Japan or South Korea (where students routinely get top-scores on international tests), compulsory education in Finland begins at seven, the school day is shorter than in most other countries and there are no nationalized tests.

"It's not just games we're talking about here: it's a full 360-degree approach to learning, where games are just one part of it. It's not learning by sitting down and playing with a digital device," Rovio VP of learning and book publishing Sanna Lukander commented to the Guardian. "There's a real substance to it, and a healthy balance between rest, play and work.”

"We have to think about the children," Angry Birds co-founder, "Mighty Eagle" and CMO Peter Vesterbacka commented on Twitter. "Let kids be kids longer. Learn through play #funlearning."Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
MetaluxuryMeta-Luxury
Brands and the pursuit of excellence

Advertisements