Posted by Dale Buss on February 9, 2015 04:04 PM
The season of big tentpole marketing events on television continued to pick up steam with the GRAMMY Awards telecast on Sunday, with major brands are anteing up big bucks to associate themselves with music's biggest night. And we don't just mean how adidas debuted its new shoe on Kanye West's hot-footed temper.
Some brands, such as Mountain Dew, repurposed their Super Bowl ads from a week earlier; others had skipped the Big Game and created new campaigns designed with the GRAMMYs' music-loving audience in mind. Some were sponsors; some weren't. All attempted to stand out with unique branding campaigns:Continue reading...
Posted by Mark J. Miller on August 15, 2014 05:38 PM
Pernod’s Our/Vodka Launches in the US
Everybody is going local—even multinational companies. France’s Pernod Ricard has launched Our/Vodka on American soil after launching the brand in Berlin.
The company is funding local vodka distilleries that use local ingredients and then reaping 80 percent of the profits, according to Mlive.com. The first US distillery is Our/Detroit, which launched on Thursday. Distilleries are also planned for New York and Los Angeles next year and Seattle in October.
"What we hope will be the key to success will be working with local entrepreneurs," said Asa Caap, Our/Vodka’s Stockholm-based CEO and a former member of the Absolut team, Mlive reports. "It's a global and local thing."
As Bloomberg Businessweek notes, the launch of Our/Vodka should help offset the “softening” of Absolut sales. Pernod Ricard pulled in $8.3 billion in revenue in the first nine months of its 2014 fiscal year and will announce its full-year earnings on Aug. 28. Its shares have dropped 2.9 percent in the last year.Continue reading...
Posted by Mark J. Miller on January 31, 2014 08:25 PM
AB InBev Yanks at the Heartstrings
Having a whole Bud Light-themed ship moored on the West Side of Manhattan isn’t enough of an attention-getter for AB InBev, the official beer sponsor of the Super Bowl. The world’s largest brewer is set to air five commercials during Sunday's Super Bowl.
Like many other Big Game advertisers this year, it has released some of its ads ahead of time. Following a teaser, Budweiser's “Hero’s Welcome” shows the true tale of an American soldier returning home from Afghanistan, while it has also revealed half of the Bud Light “Epic Night” commercial, the second half of which will air during Sunday’s game.
In true AB InBev tradition, the brand's famous Clydesdales make an appearance in the spot “Puppy Love,” which pulls at the heartstrings with a charming relationship between a puppy and the iconic horses. In two days, the ad has already garnered over 26 million views, and saw the Budweiser puppy get its own (official) Twitter handle (@BudweiserPuppy), hashtag (#BestBuds) and take over the Budweiser Twitter feed. Awww.Continue reading...
Posted by Mark J. Miller on November 1, 2013 07:05 PM
Beam Goes Sweet for Maple
Beam scored a hit earlier this year with its honey-flavored bourbon, so the company is turning out a few more—Jim Beam Maple and Knob Creek Smoked Maple—to help boost its hurting bottom line.
Rob Nelson, the brand manager of small-batch bourbon at Beam, told BeverageDaily.com that the growing popularity of such spirits can be partially attributed to the popularity of Prohibition-era TV shows such as HBO's Boardwalk Empire. The sweeter taste also seems to be attracting the sweeter sex.
“We think females are now participating in flavored bourbon at twice the rate they are in the unflavored bourbon,” Beam Chief Executive Matthew Shattock said in a conference call, according to Bloomberg Businessweek. As the magazine points out, though, that success may be at the expense of its Skinnygirl wine, which is “down by almost one-third this year.”Continue reading...
Posted by Mark J. Miller on August 30, 2013 06:37 PM
Craft Beer Goes to the Movies
Actress Olivia Wilde has worked on such big-name projects as the TV series House and Tron films. Her most recent, though, is a new indie that pays its respects to what she told fans on Reddit is her favorite drink: beer.
Not just any beer. Craft beer—Chicago craft beer. The Windy City’s craft beer industry gets a big boost in indie filmmaker Joe Swanberg’s romantic comedy Drinking Buddies, which is set in a microbrewery and features product placement from a slew of Chicago-area craft brewers. “It wasn’t like a typical product placement where people were paying us to have their stuff displayed in the movie,” Swanberg told Time. “It was all just these breweries being cool and sending us stuff to be helpful.”
The 90-minute film is playing in 12 cities across the US starting this weekend.Continue reading...
Posted by Mark J. Miller on January 20, 2012 11:01 AM
The annual indie-film extravaganza known as the Sundance Film Festival got underway Thursday night in Park City, Utah, and the New York Times noticed something there that had been missing at recent fests: many corporate sponsors.
Eight brands are officially sponsoring this year's festival, which launched as an offshoot of Robert Redford's Sundance Institute in 1978: Adobe, GE, Sprint, Yahoo!, Bertolli, Grey Goose, Time Warner, and Hilton. Last year, the festival had two — Honda and Trident — and neither of them are back.Continue reading...
Posted by Abe Sauer on January 24, 2011 01:00 PM
The emotional strings evoked in the film's title may not be attached. But there are certainly a lot of products attached to No Strings Attached. Booze. Cars. And of course, Apple. Bushels of Apple.
No Strings Attached is filled with products — nearly 30 by our count. It shouldn't come as a surprise.Continue reading...
brands under fire
Posted by Abe Sauer on September 28, 2010 11:35 AM
Anyone who has watched the first few weeks of NFL football games has seen the ads for 1800 Tequila. "What can your top do?" accusingly asks Sopranos star Michael Imperioli of a bottle of Patrón brand tequila. His answer: "Nuthin.'" In another spot, Imperioli kicks the Patrón bottle off a table, adding, "Oops."
The ads are not new but they are playing in heavier rotation than ever during NFL broadcasts, the perfect tequila-drinking demographic. They're dramatic, and effective. So why isn't Patrón responding?Continue reading...