Mr. Clean, the Original Liquid Muscle, Has a Slick #BreakTheInternet Spot

Posted by Shirley Brady on November 25, 2014 02:02 PM

Move over, Kim Kardashian.

P&G's Mr. Clean brand has received almost 3.4 million Facebook views for the brand's "break the Internet" campaign spoofing Kimye's oiled-up "Break the Internet" photo.

The sexy commercial, posted on Facebook on Nov. 19, went viral as a sponsored post on Facebook.

The come-on: "I’ve heard power can be sexy. If that’s true, then I think my 2.5x more powerful Liquid Muscle might just be the world’s sexiest cleaner ever."

Watch the (mildly dirty) spot below.Continue reading...

brand mascots

Brand Mascots: Ronald McDonald Rules Thanks to Taco Bell Campaign

Posted by Catherine Straut on October 30, 2014 04:01 PM

A successful mascot can make or break a brand. More than a marketing tool, brand characters can offer priceless longevity and recognition. Well before brands began engaging consumers with Twitter and Facebook, mascots were a key part of forging the humanization of corporations. Today, they are still used as an anchor for many a product and company’s campaigns, outreach and overarching narrative.

But not all mascots are created equal. Striking the right balance of timely and timeless while crafting a strong notion of personality and coining a catchy jingle or pithy tagline to solidify its presence in the consumer’s mind is no easy feat.

Why and how are some just a flash in the pan—or worse, an ongoing PR nightmare—while others become cultural phenomena or make the Madison Avenue Walk of Fame?Continue reading...

mobile commerce

Shopkick Turns One With Major Brands on Board

Posted by Sheila Shayon on August 9, 2011 11:00 AM

How much is that doggy bed in the window? Shopkick knows.

The mobile application, which melds in-store and mobile retail, rewards consumers for just walking in, with further deals for scanning partner brand products at more than 250,000 stores across the U.S. 

Launching a year ago this month (it officially turns one on August 17th), its users have surpassed 6.5 million product scans as 12 new major brand partners sign on: CoverGirl, Disney, General Mills, Levi’s, Libman, Mead Johnson, Meguiar’s, Mr. Clean, Olay, Revlon, Tilex and Trident.Continue reading...

brand collaborators

P&G Opens Innovation to External Collaborators

Posted by Sheila Shayon on November 1, 2010 10:14 AM

P&G is looking for a few good ideas. OK, more than a few good ideas — a lot. It's opening its industry-leading Connect + Develop innovation program to external collaboration in its biggest way ever.

The world’s #1 advertiser plans to increase its product innovation and marketing spend by 30% to develop products, internally and externally, whether brand new or tweaking  existing products, through its Connect + Develop initiative.

”We are interested in all types of high-quality, on-strategy business partners, from individual inventors or entrepreneurs to smaller companies and those listed in the Fortune 500 — even competitors," says CEO Bob McDonald in the video above.Continue reading...

brand aspiration

P&G Ramps Up Global Attack

Posted by Barry Silverstein on August 19, 2010 01:15 PM

Consumer brand powerhouse Procter & Gamble is out to conquer the world.

The company is ramping up an aggressive international expansion strategy, a necessity if it hopes to continue to grow. Traditionally focused on U.S. and Europe, P&G is now setting its sites on the rest of the world as sales sag in its stronghold territories.

One of the main reasons for the soft market has been the changing spending habits of consumers, who've become more frugal and cost-conscious during the recession. According to the Wall Street Journal, nearly two-thirds of U.S. consumers replaced at least one food, beverage, or household product with a cheaper substitute.Continue reading...

brand extensions

Tide: Changing Dry Cleaning

Posted by Sheila Shayon on May 26, 2010 09:29 AM

The Tides, they are a-changing…. Yes, P&G's Tide brand is now in the dry cleaning business. The pitch: if you can’t wash it in Tide, dry-clean it instead!

The brand extension began in Kansas City in 2008, when Agile Pursuits Franchising Inc., a Procter & Gamble subsidiary, opened three Tide-branded stores on a trial basis.

Agile wasn't a newcomer to the branded franchise game; they ‘wet their feet’ with a Mr. Clean brand car wash business in 2007 which is now up to 16 locales, with seven more in the works, and turf that stretches from Ohio to Texas.Continue reading...

More about: , , ,

media brands

Oprah on her OWN, with P&G's Help

Posted by Barry Silverstein on April 23, 2010 12:06 PM

Yes, there is life after Oprah, at least for Oprah. She may be leaving her highly-rated syndicated television talk show, but now she'll be on her OWN – the Oprah Winfrey Network, that is, which will launch in January.

The network, a partnership between Oprah Winfrey and Discovery Communications, will operate 24/7 and replace the Discovery Health Channel in some 80 million U.S. homes.

OWN got a major boost this week as Procter & Gamble, the biggest U.S. advertiser, signed a $100 million advertising deal with the new network. The deal, noted in the The Wall Street Journal, will include advertising and selective product integration on the channel.

The agreement is important for several reasons. It demonstrates that OWN has credibility with an advertising powerhouse whose brands include such consumer classics as Bounty, Cover Girl, Crest, Herbal Essence, Ivory, Mr. Clean, Scope, and Tide. Since P&G is the leading marketer of consumer products, its actions are watched closely by other marketers, who will now likely consider OWN as a viable advertising outlet.

It bodes well for the economy that ad spending is on the rebound for P&G. It's also a major show of support for the staying power of Winfrey's personal brand, particularly as OWN has been under considerable scrutiny since it was announced in 2008.Continue reading...

brand ambassadors

Little Debbie Brings Brand To Life, Literally

Posted by Abe Sauer on January 11, 2010 12:43 PM

Little Debbie has been an iconic brand in the American snack food landscape for a long time. Fifty years, in fact. To celebrate, Little Debbie wanted to bring a little life to the brand -- literally.

Little Debbie is conducting a nationwide search for a Little Debbie "America's Sweetheart" look-alike. Oh yes, there are prizes, including scholarships and Little Debbie snacks.

Interestingly, the image that currently represents Little Debbie's brand started out as a real girl before becoming a cartoon spokesperson.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
Highlighting the Present—and Future—of Branding in Latin America and Iberia