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brand news

In the News: Apple, BP, Delta and more

Posted by Dale Buss on November 29, 2010 09:10 AM

In the News

Airtel's new logo — "blobby" or "modern, vibrant and friendly"?

Apple is preparing for patent showdowns with Nokia, Motorola and HTC.

Audi puts focus on US Sunday TV advertising.

Batten & Company, a new unit of BBDO, opens shop.

Black Friday sales saw more foot traffic but lower-than-expected sales as retailers cross fingers for Cyber Monday.

BP is commissioning a feature-length documentary about the Deepwater Horizon oil spill — but the company says it is not intended to scrub its reputation clean.

Delta and Southwest Airlines aim to emerge from among branding-challenged air carriers.Continue reading...

brand and bottle

Martini Seduces Dutch Women with “A Night Like This”

Posted by Dale Buss on May 19, 2010 09:15 AM

One run through this three-minute spot, and it’s apparent why Martini & Rossi has gotten women in The Netherlands to drink more Martini vermouth lately: The commercial is absolutely captivating. Yet the Web is the only place you can see it.

Featuring "A Night Like This," an original song by Dutch jazz singer Caro Emerald exclusively for Martini, the video has to date attracted more than 1.5 million unique viewers and nearly singlehandedly boosted the buying intention of its target group – Dutch women – from 15% to 23%.

The online-only campaign came about because Martini & Rossi was concerned that the Martini brand had been showing a decline in The Netherlands while it was enjoying greater success in Southern Europe. Dutch marketing agency Watson & Lewis found out that the brand had lost its relevance for and emotional impact on Dutch women, who perceived it as being too glamorous, old-fashioned and remote.

Watson & Lewis wanted to make the brand more “spontaneous and accessible” while still stylish. And it wanted the target audience to voluntarily connect with the brand. A rather longish video and an internet-only campaign would be gutsy – but seemed like the right fit.Continue reading...

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