2014 Brandcameo Product Placement Awards

campaigns

Oakley Opens Doors to Design Inspiration in New Global Campaign

Posted by Mark J. Miller on February 28, 2014 12:52 PM

While Oakley has been around since 1975, the secretive accessories brand has never ran a global marketing campaign—until now.

The company's "Disruptive by Design" campaign puts a hard focus on the high-quality design that supports the Oakley brand. The campaign aims to show the "inner sanctum where its products have been mysteriously designed, in the hope of joining the ranks of high-flying sports performance brands like Red Bull and Nike," Adweek notes

"Disruption has always been core to our DNA and for the first time, we are giving insight into our practices," said Tom Cartmale, global brand communications director for Oakley.Continue reading...

what girls want

Oakley Looking to Get More In Tune with Female Customers

Posted by Mark J. Miller on June 4, 2013 01:43 PM

Since sunglasses and sportswear powerhouse Oakley started to really go after a female audience back in 2005, the company has learned that you can’t just make your products pink and expect the women to start showing up. 

“Companies don't think about the special needs females have,” Josée Perreault, Oakley's senior VP-global business and the brand's highest-ranking female executive, told AdAge. “It's a trap that male-dominant companies fall into. We're totally [past that]—though there's still some pink in our collection.”

Since those ill-fated efforts, Oakley “has improved its designs, placed more women in leadership roles, launched women-specific ad campaigns and started an education program dubbed ‘Female Speak’ in stores,” AdAge reports. It’s first female-focused campaign, “Perform Beautifully,” came out in 2010, but didn’t differentiate itself enough from other brands.Continue reading...

brand news

In the News: Zynga, Lululemon, Monsanto and more

Posted by Dale Buss on June 4, 2013 09:20 AM

In the News

Zynga cuts staff to pre-IPO level.

Lululemon brings back yoga pants.

Monsanto plans to quit lobbying on GMO issues in Europe.

Apple is accused by prosecutors of helping drive up e-book prices.

Birchbox rebrands its beauty and lifestyle subscription service. 

Cadillac posts biggest sales surge since 1976.

Chipotle expands ShopHouse Asian concept.

Dunkin' Donuts to roll out glazed-doughnut sandwich nationwide.

eBay forms partnership with India's Snapdeal.

FedEx parks jets sooner to cut costs as economy slows.Continue reading...

brand news

In the News; AB InBev, GE, PepsiCo and more

Posted by Dale Buss on April 8, 2013 09:02 AM

In the News

AB InBev reachedtentative agreement with the U.S. Department of Justice over its disputed $20.1 billion acquisition of Mexican brewer Grupo Modelo, which faces inquiry over Mexico worker deaths.

GE to buy Lufkin for $3 billion in oil-and-gas-industry play.

PepsiCo seeks to patent novel high-protein nutrition beverages.

Adidas stops controversial sale of t-shirts around injured Louisville player Kevin Ware.

AOL CEO Tim Armstrong to be honored for pro-women Makers series.

Apple's former advisor to Steve Jobs admits brand screwed up iPhone naming system.Continue reading...

cocktail hour

All the News You Can Drink: Heineken Star Rises, Brangelina Wine a Sell-Out and more

Posted by Mark J. Miller on March 8, 2013 05:07 PM

Heineken’s Star Bottle Arrives Stateside with New Campaign

Heineken’s new taller, sleeker and starred bottle is already available in 170 countries and is now being rolled out in the United States with a new “Arrive Big” ad campaign featuring the brand’s “Man of the World” in such exotic locations as Ho Chi Minh City, Vietnam, Lagos, Nigeria and New York City. In each location, the protagonist finds himself in prickly situations at various clubs, yet somehow ends up with the girl and the beer (and an #arrivebig hashtag, to boot) in the end.

“Our priority is to ‘break the mold’ in beer marketing with cinematic, sophisticated ads that feature our ‘Man of the World,’ a progressive, cultured guy, who is inventive in any situation,” said Colin Westcott-Pitt, vice president of Heineken, in a press release. Heineken doesn’t go so far as to pull a New Coke move and break the mold inside the bottle, of course.Continue reading...

brand ambassadors

Lindsey Vonn Supports Sponsor Red Bull While in Rehab

Posted by Abe Sauer on February 20, 2013 10:29 AM

When Gold Medal skier Lindsey Vonn's uplifting Facebook post from rehab carried the Instagram/Twitter hashtag #givesyouwings, it was just the latest example of how injury has become another opportunity for athlete spokespeople to service their brands.

Vonn posted the positive message alongside a picture of herself working out her abs as she is recovering from knee surgery after a brutal injury. The picture included her Red Bull water bottle. (She later tweeted a graphic picture of her post-op knee).

Yes, Red Bull is a Lindsey Vonn sponsor, but the fact that the four-time World Cup champion might not strap on skis for another six to eight months isn't stopping her endorsement duties. In fact, as many brands are learning, there may be as much to gain from a sponsor's thrill of victory as there is from his or her agony of defeat.Continue reading...

brand news

In the News: Nike and Oakley Drop Pistorious, Tiffany vs Costco Heats Up

Posted by Shirley Brady on February 18, 2013 05:31 PM

Brands to Watch

Nike and Oakley drop paralympic athlete Oscar Pistorious following steroid allegations during girlfriend's murder investigation.

Costco CEO addresses Tiffany suit for alleged trademark infringement in all-company email (exclusive).

Starbucks expands India footprint to seven stores as company tests video chat drive-through ordering and expands Starbucks Evenings concept to Washington's Dulles airport.

Carnival cruiseship fire blamed on fuel line leak.

China vows to crack down on "malicious" trademark registrations.

Disney's Hong Kong Disneyland theme park finally turns a profit thanks to Toy Story attraction.

Amway quietly builds brands and racks up sales.

BP prepares to go to court over Gulf spill.Continue reading...

brand ambassadors

'Blade Runner' Sponsors Nike, BT Shocked, but Sticking with Oscar Pistorius, For Now

Posted by Mark J. Miller on February 15, 2013 01:53 PM

Oscar Pistorius was a man once known for being the fastest double-leg amputee on the planet. Now that the so-called Blade Runner has been charged with murder for the shooting death of his model girlfriend Reeva Steenkamp early Valentine’s Day morning, his sponsors, who pay out about $2 million to Pistorius annually, are moving just as quickly as Pistorius to figure out how to deal with the sudden PR nightmare.

Nike’s attachment to Pistorius was compounded by the fact that an ad featuring the Olympian used the tagline, “I’m the bullet in the chamber.” It was pulled from Pistorius’s website on Thursday, Ad Age reports. The victim's tweets before her murder also created a social media nightmare for anyone or any company attached to the paralympic athlete.

"Nike extends its deepest sympathy and condolences to all families concerned following this tragic incident," his sponsor said in a statement. "As it is a police matter, Nike will not comment further at this time." Two other sponsors, Oakley and BP Global, both used the word “shocked” in their statements on the issue. Thierry Mugler fragrances had nothing to say other than it was waiting to see what happens with the investigation.

British Telecom, better known as BT, also went the “appalled” route with its statement: "Our thoughts are with all those affected by this tragedy. Given the ongoing legal proceedings, it would be inappropriate for us to comment further."Continue reading...

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