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celebrity brandcasting

Brands Make Big Plays for NFL Stardom with Long List of Endorsements

Posted by Mark J. Miller on September 8, 2014 11:22 AM

As the NFL season got underway this weekend, plenty of big brands have turned to big-name players to shill their products, betting big on the purchasing power of celebrity. 

Nationwide, for instance, debuted its new logo alongside pitchman Peyton Manning after the insurance brand struck a deal with the NFL a few months ago. But that's not the only product that Manning is helping move. He is also part of Papa John’s biggest social media campaign to date, according to Adweek. Papa John’s, which is also the official pizza sponsor of the NFL, features the older Manning, who also happens to be a Papa John's franchise owner, in ads side by side with company CEO John Schnatter distinguishing between a “Pizza Maker” and a “Play Maker.”

Peyton’s younger brother, Eli, the quarterback for the New York Giants, isn’t missing out on the start-of-season money train, either. He has a deal with Dunkin’ Donuts, which is giving fans who purchase an iced coffee with their Dunkin' Rewards card before Sept. 28 a chance to meet the younger Manning at a “Manning MasqueraDDe” party on October 21.Continue reading...

brand strategy

Nationwide Unites Insurance Brands Under New Logo, Peyton Manning

Posted by Mark J. Miller on September 3, 2014 03:52 PM

Nationwide Insurance goes by many names these days, including Allied Insurance, Harleysville Insurance and Veterinary Pet Insurance, among others. But now the Columbus, Ohio-based company is uniting all of its brands under its largest, and most well-known name.

“The Nationwide brand is the core and embodiment of who we are as a company, and research shows it is our best-known asset,” said Nationwide CEO Steve Rasmussen in a press release. “We plan to leverage this asset to shine the spotlight on all of the products and solutions we offer.”

In addition, the company is introducing an updated version of the Nationwide "N" and Eagle brand mark that aim to bring to mind the company’s history and 50-year-old tagline, “Nationwide is on your side.” The full shift to the new logo and name will take 18 months.Continue reading...

brand news

In the News: CVS, Nationwide, Home Depot and more

Posted by Dale Buss on September 3, 2014 09:09 AM

TOP STORIES

CVS Caremark rebrands to CVS Health and launches smoke-enders program as it quits tobacco a month early.

Nationwide unifies brand and debuts new logo in Peyton Manning campaign.

Home Depot investigates potential breach of customer data.

Apple denies iCloud breach in celebrity hack and reportedly signs Nordstrom to new payments platform.

Burger King downplays tax-inversion motive for Tim Hortons deal.

MORE BRAND NEWS

Audi sees strong sales growth despite slowdown in Russia and emerging markets.

BuyPartisan app lets shoppers suss out politics behind brands and products.

Chrysler sees August sales rise 20 percent, led by Jeep.

Coca-Cola partners with Keurig Green Mountain on Honest Tea K-Cup packs.

Darden Restaurants shakes up its board with concessions to Starboard.

Dior rolls out new campaign starring a golden Charlize Theron.Continue reading...

brand news

Brand News: A&E/Vice, Nike, Apple and more

Posted by Alicia Ciccone on September 1, 2014 09:53 AM

TOP STORIES

A&E buys 10 percent of Vice for $250 million. 

Apple blocks developers from selling users' health data to marketers; bans hazardous chemicals following China investigation; reportedly strikes payments deal to make next iPhone a mobile wallet with American Express, Visa and MasterCard; sees iBeacon struggle with retailers; and grapples with possible iCloud (via “Find my iPhone”) hack that led to massive nude photo leak affecting Jennifer Lawrence and other actresses.

Nike re-signs (Under Armour-wooed) NBA star Kevin Durant to sneaker deal rumored to be worth $350 million.

Disney files patents for drone-controlled puppets as Google drones find better reception than Amazon tests.

P&G's Tide brand honors uniformed workers on Labor Day (above).

MORE BRAND NEWS

Alibaba faces stiffer homegrown competition ahead of upcoming IPO.

Art Everywhere partnership brings culture to outdoor advertising.

Bayer brings “world’s hangover cureBerocca to US.

BMW sees bomb-proof fleet get big buy-in from Australian government for G20 Summit. 

Comcast acquisition of Time Warner Cable protested by entertainment giants.Continue reading...

sporting brands

With Thursday Night Football, CBS Joins Brands Betting Bigger on NFL

Posted by Dale Buss on August 19, 2014 02:52 PM

In many ways the National Football League brand has become a 365-day-a-year enterprise. But there's still nothing for football fans like the traditional kickoff of the actual NFL season, which begins September 4 when the Green Bay Packers visit the Seattle Seahawks.

That means the NFL itself, and the increasing number of other brands that depend on its success, are about as keyed up right now as the kicking team getting ready to rush down the field to defend their first kickoff.

Arguably no brand has more at stake this NFL season than CBS, which paid the league handsomely to add a package of games under Thursday Night Football to complement the network's Sunday programming. CBS will begin on September 11 airing a package of eight games that it hopes to turn into a prime-time powerhouse much like ABC did with Monday Night Football decades ago. The league launched its Thursday-night broadcasts a few years ago by airing them only on the NFL Network.Continue reading...

branded content

Branded Content Watch: Toyota Busts a Rhyme, Apple, Greenpeace and more

Posted by Abe Sauer on August 15, 2014 01:16 PM

It's been a busy week for branded content, and it seems like everyone was feeling a bit musical. From Depend's rap for "Underwareness" to the Manning brothers' remix for DirecTV, more brands than not were dropping the beat this week for fun, entertaining content and campaigns. Below, check out more branded content projects, including an emotional tribute to moms in Japan from Pampers and a short film from Apple, which shows how the iPad can be integral to music-making.Continue reading...

brand news

Brand News: NASCAR, Microsoft, GSK and more

Posted by Dale Buss on August 11, 2014 09:16 AM

TOP STORIES

Amazon halts some movie preorders in dispute with Disney.

GlaxoSmithKline nears clinical trial of ebola vaccine.

McDonald's reported worst monthly sales results in more than a decade as China meat scare whacks results.

Microsoft reignites Mac vs. PC debate in new Surface Pro 3 ad campaign.

NASCAR and sponsors grapple with Tony Stewart weekend tragedy.

MORE BRAND NEWS

adidas faces uphill battle for cool with Nike, which sees Rory McIlroy build acclaim (and justify brand's $200 million bet) with thrilling PGA Open win.

Alibaba cleans up "gray market" for brand-owners including Kering.

Annie's is energized by frozen-food launches.

Apple's Apple University design academy revealed in rare profile.

Aunt Jemima heirs file $2 billion suit against PepsiCo and Quaker Oats.

Bear Grylls backs down in trademark tussle with knife-maker.Continue reading...

brand news

Brand News: Samsung, POM, Priceline and more

Posted by Shirley Brady on June 13, 2014 09:09 AM

TOP STORIES

Samsung Galaxy Tab S, revealed last night in New York, puts Apple's iPad on notice with more colorful displays.

POM given go-ahead by US Supreme Court to sue Coca-Cola in false advertising case.

Priceline to buy OpenTable for $2.6 billion.

Tesla opens patents, meets with BMW to discuss electric vehicles.

Google reportedly preps Google Fit health data service.

MORE BRAND NEWS

Alibaba's Tmall extends luxury offerings with L'Occitane virtual store.

Apple recalls European iPhone power adapters.

Bonnaroo festival extends brand beyond music.

Campbell's challenged on V8 juice marketing.

Cannes Lions festival gets ready with first Lions Health summit.Continue reading...

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