branded beauty

Decades After Falling Out, Catalina Brand Rejoins Miss America

Posted by Abe Sauer on August 24, 2012 01:39 PM

Live long enough, they say, and you will see history repeat itself. One swimwear brand is certainly happy to have lived long enough.

Catalina swimwear, the original sponsor of the Miss America pageant in the 1940s, is finally partnering with the contest again. For the January 12, 2013 competition, Catalina will be the official swimwear sponsor, with a Walmart tie-deal to follow. It is, as the press release states, a partnership that "celebrates the rich history of the two iconic brands."

It is, in fact, a great irony that Miss America would have Catalina back after all the brand did to dilute the importance of the iconic competition, after splitting with the pageant in the early 1950s. Continue reading...

doing good

IHOP Hopes to Raise $3M on National Pancake Day

Posted by Shirley Brady on February 28, 2012 03:28 PM

IHOP celebrates its seventh annual National Pancake Day across the U.S. today, hoping to raise up to $3 million for the Children's Miracle Network Hospitals and other local charities. Laura Kaeppeler, the 2012 Miss America, is one of the celebrities (with NFL Hall of Famer Steve Young) helping to give away a short stack of Buttermilk Pancakes in one of America's biggest annual customer appreciation and corporate philanthropic efforts. 

Children's Miracle Network showed its appreciation for IHOP's fundraising efforts (nearly $8 million raised since 2006) on its blog today, where it comments that "we always hear about the warm feeling IHOP visitors get when they make a donation to our U.S. hospitals before heading back out for their day."

IHOP also is giving kids free seeds as part of its sponsorship of Dr. Seuss' The Lorax, which is likely to be the new #1 movie after this weekend:Continue reading...

brand revival

There She Is, the Miss America Branding Platform

Posted by Mark J. Miller on September 29, 2011 01:01 PM

When 17-year-old Miss Nebraska, Teresa Scanlan, took on the crown of Miss America this past January, she became the youngest Miss America in the pageant’s 90-year history. She likely had absolutely no idea as the show’s host, The Bachelor’s Chris Harrison, began to sing, “There She Is, Miss America,” that things would be changing a great deal during her reign.

The Associated Press reports that “the Miss America organization is partnering with two companies, Infinity Lifestyle Brands and Hilco Consumer Capital, for licensing, sponsorship and brand creation” to create branding and revenue opportunities around the franchise. A new entity has been created entitled Miss America Properties, which will "create a licensing-driven platform focused on partnerships with leading American companies, including fashion, media, lifestyle products, and events."

"Developing Miss America into a license-based brand concept is a natural and powerful opportunity, and we are in discussions with a variety of strategic brands and sponsorship partners that are interested in influencing this transformational process from the onset," stated Cory M. Baker, Managing Director of Brand Strategy and Development, Infinity Lifestyle Brands, in a press release. "The real beauty behind this brand is its applicability and relevance in the marketplace across all product categories," added Jeffrey Branman, Managing Partner, Hilco Consumer Capital.

The beauty pageant business has been tottering on its high heels ever since TLC's Toddlers and Tiaras hit the air, so we'll be fascinated to see how the “Queen of Femininity,” as the song calls her, will evolve. Scanlan, meanwhile, continue spreading goodwill via local appearances and speeches until the next Miss America is crowned at Planet Hollywood in Las Vegas on Jan. 14.

doing good

IHOP to It and Support Children's Miracle Network Hospitals

Posted by Shirley Brady on March 1, 2011 01:30 PM

Feeling peckish? Or better yet, pancakish? Could be because it's IHOP National Pancake Day. Teresa Scanlan, aka Miss America, is helping the nearly 1,500 IHOP restaurants in the US promote the annual giveaway: a free "short stack" of three buttermilk pancakes.

In return, the chain is suggesting that customers make a donation to Children’s Miracle Network Hospitals, as its goal is to raise $2.3 million today. Since launching the yearly marketing promotion in 2006, IHOP has raised $5.4 million for the charity.

branding together

DSW Struts with Miss America Sponsorship

Posted by Dale Buss on January 17, 2011 12:30 PM

There may have been a marketing opportunity or two that DSW Shoe Warehouse missed with its sponsorship of The Miss America Pageant on ABC on Saturday night – but there weren’t many of them.

The Columbus-based shoe retailer and pageant officials milked just about every chance possible to promote and demonstrate the brand and its products, to talk about feet and footwear, and to make it clear to the millions of viewers that, when it comes to sandals and sizzle, DSW is the place to go.

After being a national sponsor and official shoe provider, this year DSW stepped up to becoming the lead sponsor for the broadcast, during which 17-year-old Teresa Scanlan, Miss Nebraska, was crowned the youngest-ever Miss America. And it showed.Continue reading...

celebrity brandmatch

LeBron James Continues Spoofing LeBrand James

Posted by Shirley Brady on November 22, 2010 02:30 PM

LeBron James appears to be taking a humorous tack as he tiptoes back into the world of endorsements. He recently skewered his image with a "What should I do?" spot for Nike. Now he's back with a new integrated campaign — can you guess what for, from the the image above?Continue reading...

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