bc q&a

Fiji Water Plays Up 'Untouched' Origin Story in First TV Campaign

Posted by Dale Buss on February 16, 2015 05:01 PM

Fiji Water Untouched

Fiji Water is the No. 1 premium bottled-water brand in the US but has never felt the need to advertise on TV—until now.

The brand owned by Roll Global debuted a $30 million marketing campaign on Monday, under the banner "Untouched," with a series of 30-second spots (and the hashtag #EarthsFinest) designed to reinforce the brand's autheniticity by promoting the pristine origins of its pure water source along its namesake homeland.

The water really does come from Fiji, from a source on the island of Viti Levu at an ancient aquifer "deep within the earth where it remains protected from external impurities," as the brand puts it in a press release today.Continue reading...

brand news

Brand News: Super Bowl XLIX Morning After Edition

Posted by Dale Buss on February 2, 2015 09:15 AM

TOP STORIES

Super Bowl 49 saw New England Patriots beating Seattle Seahawks in thriller, as ads ran and pundits weigh in on this year's serious tone, including many nods to Dad. Also:

• Budweiser "Best Buds" puppy won USA Today's Big Game ad meter as Nationwide brought on the tears

• McDonald's launched Pay With Lovin' campaign and promoted other Super Bowl advertisers on social media

• Esurance kicks off new branding campaign with ads featuring Bryan Cranston and Lindsay Lohan

• T-Mobile made separate ads for live streaming and TV in a big presence

• Weight Watchers gets attention for its tough love adContinue reading...

sip on this

POM Wonderful Returns to TV with Free Radical Fighting Characters

Posted by Dale Buss on October 14, 2014 01:01 PM

This time around POM Wonderful isn't likely to provoke the US Federal Trade Commission with its new advertising. The beverage brand's new "Crazy Healthy" campaign marks its first time in three years to run TV spots, and they won't be seen as controversial.

Just about two years ago, an agency judge ruled that the brand had gone too far in claims in its advertising that the fruit juice helps cure or mitigate specific diseases such as cancer. POM Wonderful objected by poking a thumb in the eye of the FTC with a provocative campaign, "FTC v. POM. You be the judge."

But now, in its return to national US TV advertising starting this month, POM Wonderful has taken a much more oblique—and non-confrontational—approach with its messaging for 100% pomegranate juice. No images this time, as before the FTC action, of a POM Wonderful bottle with a noose around its neck and the tagline, "Cheat death."Continue reading...

see you in court

POM's Victory Over Coke Throws Open the Gate to More Brand vs. Brand Claims

Posted by Dale Buss on June 13, 2014 05:21 PM

The US Supreme Court has just helped bring even greater transparency to food labels and the health claims made on them.

By clearing the way for POM Wonderful to renew its legal battle against Coca-Cola over allegedly misleading labeling of Coke’s Minute Maid Pomegranate-Blueberry juice drink, the court potentially opened the door to greater litigation in a newly robust era of food and beverage brands making claims against competitors that play too fast and loose with the nutritional attributes of rival products.

According to the justices and their 8-0 verdict (Justice Stephen Breyer recused himself), POM can move forward with its false-advertising suit against Coke because there is little actual pomegranate and blueberry juice—only 0.5 percent combined, the court found—in the Minute Maid product that consumers could logically suspect is mostly pomegranate and blueberry juice.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...

chew on this

Kellogg's Kashi the Latest to Lose All Natural Claim

Posted by Mark J. Miller on May 9, 2014 03:24 PM

The phrases "All Natural" and "Nothing Artificial" have helped sell plenty of boxes of Kashi and Bear Naked products, but not for long. Parent company Kellogg has lost a class-action suit that claimed man-made products including pyridoxine hydrochloride, calcium pantothenate and soy oil processed with hexane were found in the food products. As a result, Kellogg will drop its "natural" positioning from the products and pay out a $5 million settlement.  

Kashi and Bear Naked are just the latest brands to take a hit for their nutrition claims amid a surge of health-conscious consumers. Part of the problem, the New York Times notes, is that the FDA has yet to develop a definition for use of the word "natural" on food products, which is why companies have been quick to use it in a marketplace filled with consumers who are interested in leading healthier lives. 

Other brands that have had to reel in their nutrition claims include Frito-Lay, which changed its "Simply Natural" line of chips to just "Simply" and Quaker, which shifted from "Natural Quaker Granola" to "Simply Quaker Granola." Recently, Chobani was pulled off shelves at Whole Foods because of claims that it contains GMOs, while PepsiCo had to ditch "all natural" from its Naked Juice line last year and Ben & Jerry's—a brand revered for its natural ingredients—had to drop the claim from its packaging.Continue reading...

brand news

Brand News: Target, Coca-Cola, Apple, Fiat Chrysler and more

Posted by Dale Buss on May 5, 2014 09:36 AM

TOP 5 STORIES

Brands to Watch

Target chairman and CEO resigns in wake of data breach.

Coca-Cola shakes up marketing ranks, and drops controversial ingredient from Powerade.

Apple faces legal challenge by Swatch over iWatch name.

Fiat Chrysler's Sergio Marchionne readies five-year plan.

P&G takes legal action in drive to protect Crest Whitestrips.

MORE BRAND NEWS

Amazon launches #AmazonCart so users can shop via Twitter.

AOL revives Moviefone brand with new tech features and marketing push.Continue reading...

chew on this

Wonderful Pistachios Devises New Game Plan to Stretch Colbert's Super Bowl Spots

Posted by Dale Buss on January 9, 2014 12:52 PM

Having used its Super Bowl ad last year featuring Psy to help establish itself as a clear threat to some established salty-snacks brands, Wonderful Pistachio plans to up the ante in this year's game with two commercials featuring a different kind of star: Stephen Colbert.

In the meantime, Wonderful continues to broaden its marketing footprint through its two-year-old partnership with the Harlem Globetrotters. That has included a TV-ad appearance by the team, similar to those by Psy and other celebrities, as well as in-arena promotions such as shooting contests during the games.

"We want to make sure we reach consumers who haven't tried [Wonderful Pistachios] and build a relationship with them," Marc Seguin, Paramount Farms' CMO, told brandchannel.Continue reading...

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