Best Global Green Brands 2014

brand strategy

P&G Puts Emphasis on Brand as Former CEO Heads to Washington

Posted by Dale Buss on July 3, 2014 11:51 AM

One of the most influential marketers in the world, Procter & Gamble, executed a big shift in its organization this week. On July 1st, its entire marketing function relaunched as “Brand Management” in a sweeping reorganization that gives a broader purview for brand-centric marketing and thinking.

The move comes as P&G's former CEO, Bob McDonald, is in the news after President Obama nominated to him to take over and make over the troubled Veterans Administration.

With P&G now led (again) by A.G. Lafley, the company's brand-led restructuring, announced by the company in February, is aimed at creating “single-point responsibility for the strategies, plans and results for (each) brand,” a spokesperson told Ad Age.

The shift away from "marketing" towards "brand" changes titles and locks down broader responsibilities for hundreds of marketing directors and associate marketing directors at the world’s biggest advertising spender, now officially brand directors and associate brand directors. Eliminating "marketing" from titles doesn't mean marketing is a thing of the past, however.Continue reading...

campaigns

Girl Power: P&G Hits Another Home Run with Always Campaign

Posted by Sheila Shayon on June 26, 2014 05:49 PM

Gender bias and societal expectations are skillfully addressed in Procter & Gamble’s latest stereotype-squashing video, "Like a Girl," for its Always brand of feminine products. 

At the heart of the video by Lauren Greenfield is the question, "When did doing something 'like a girl' become an insult?"

The Always campaign, which focuses on girls going through puberty, commissioned research that found that "half of girls report a drop in confidence after their first period.” "We felt strongly we needed to do something about it," Always Brand Director, Amanda Hill, told Ad Age.Continue reading...

charging up

Starbucks Helps Cut the Cord with Nationwide Rollout of Duracell Powermats

Posted by Sheila Shayon on June 12, 2014 01:36 PM

After a successful pilot run of Duracell "Powermat Spots," Starbucks is rolling out wireless phone chargers across the US. The powermats, which are seamlessly integrated into tables and countertops in Starbucks and Teavana cafes, will begin wider distribution starting in the San Francisco Bay Area. 

"The way we interact with power today is unchanged since the time of Thomas Edison," Powermat president Daniel Schreiber told The Verge. But Powermat and Starbucks are moving customers beyond "sticking two pieces of metal into a hole in the wall" by creating "something invisible and part of the furniture in the most literal sense of the word."

The partnership with Duracell Powermat—a joint venture between Procter & Gamble's Duracell brand and Powermat Technologies—and Starbucks “is transforming the way consumers get power to their phones, in much the same way it made WiFi a standard amenity in public places,” said Stassi Anastassov, President of Duracell at Procter & Gamble, in a press release. “This endeavor is a critical step in Duracell’s vision to make dead battery anxiety a thing of the past.” 

Over the next three years, more than 100,000 table chargers will be installed in Starbucks' 7,500 company-owned stores in the US, which follows the brand's improvement of its in-store Wi-Fi network. "Starbucks believes this is another step in staying ahead of the curve when it comes to in-store technology," Adam Brotman, chief digital officer at Starbucks, told USA Today.Continue reading...

corporate citizenship

P&G's Green Effort Is Growing, But Critics, Consumers See Room for Improvement

Posted by Dale Buss on June 2, 2014 06:14 PM

Procter & Gamble has plenty on its plate these days as returned CEO A.G. Lafley fights to restore the CPG giant to some semblance of the sales-and-earnings juggernaut that he created a decade ago. But now more than ever, the brand is facing pressure to perform in an area that didn't much have to concern Lafley in his first stint with the company: sustainability

A leader by many measures, a laggard by others, P&G was dropped last year by the Dow Jones Sustainability Index from its list of 100 North American companies deemed leaders in that field after the company had been on the list for seven consecutive years. The index declined to explain the move to USA Today. P&G also is getting dinged as the second-highest producer of greenhouse gases among CPG companies, according to Bloomberg, and for not cutting greenhouse-gas emissions and energy consumption by as much as rival Kimberly-Clark, percentage-wise, though P&G noted it’s much bigger.

And yet P&G also recently joined with Walmart in the $100 million Closed Loop Fund to help US cities boost recycling programs. The company said by 2018 it will cut water content in laundry detergent by 25 percent, saving 45 million gallons of water annually. And P&G has responded to Greenpeace protests by vowing to begin policing its entire palm oil supply by next year.Continue reading...

app watch

Brand Babble: Applebee's Super-Fan Launches Chat App

Posted by Sheila Shayon on May 13, 2014 05:16 PM

While we don't suggest going out and trying to make the new Facebook (cough, cough, Google+), social networks have always been a sweet spot for brands looking to better engage with their customers. 

That's the reasoning behind the new social chat app WhatsApplebee's, which was created by developer Mike Lazer-Walker. While the app isn't directly affiliated with the chain restaurant, users can interact with fellow diners in real-time using the private messenger that only works within or very close to an Applebee's restaurant. 

The iOS app, which takes its name from a play on the popular WhatsApp messaging service, is free to download. Applebee's already has its own official app, which allows users to order appetizers and buy gift cards, but doesn't allow for in-app messaging like Lazer-Walker's. 

Whether the new app is a joke or not, branded social hubs are big business for brands. "Social needs to be a relevant extension of your brand. Many brands tend to want to be 'social' but they don’t have a real strategy," Jen Reddy, SVP Global Marketing at Communispace, told brandchannel. "Brands like Everlane do an amazing job of communicating their values and new news on their Instagram feed. If you are a customer or a fan you feel like the posts are meaningful and keep you connected. It’s all very thoughtful.”Continue reading...

brand strategy

Sample Story: CPG Brands Ride Subscription Trend with Customized Samples

Posted by Sheila Shayon on February 18, 2014 11:33 AM

With subscription services on the rise, it's no wonder that more traditional CPG brands are looking for ways to cash in on the sample trend. 

With the help of Exact Media, Unilever, Procter & Gamble, Beyond the Rack and Coastal.com are all trying out a smart sampling network that targets their products to in-need consumers. 

Exact Media’s strategy differs from other sampling methods as it tracks a broad range of data including products being purchased, shopping basket size, gender and clothing size, and since consumers like retailer’s gifts, participating brands realize a 100 percent open rate on their samples.

"We're seeing marketers in every discipline move away from generic campaigns more toward targeted, measurable activities such as adwords," said founder Ray Cao, "and no one was doing that for sampling." 

Unilever is trialing the smart sampling service for its Tresemmé, Nexus, Dove Hair, Clear Dove's Men and Dove's Men hair care brands, placing samples in shipments going to customers of Beyond the Rack and Coastal.com, among others.Continue reading...

personal brands

With Lindsey Vonn Out, Many Brands Start Sochi with a Bruised Marketing Strategy

Posted by Mark J. Miller on January 7, 2014 07:21 PM

Lindsay Vonn has made her way onto 103 podiums in her illustrious World Cup skiing career. For 59 of those trips, she was awarded top honors—three short of tying the record for most World Cup wins by a woman all-time. Vonn made her name in America, though, by being part of three US Olympic teams and earning the first downhill gold medal for an American woman ever. Her Q sore isn’t hurt by the fact that she’s the girlfriend of some pro golfer guy named Tiger Woods, either. 

The Forbes 30 Under 30 sports star has become a household name of sorts and an emblem of strength, sport and sex for the countless brands that have made her the face of their campaigns, such as Proctor & Gamble's just-launched Sochi effort.  

Unfortunately for P&G and the rest of the brands involved, including NBC, Vonn won’t be part of the picture. After weeks of speculation, Vonn announced that she won't be competing in next mont's Olympiad due to an injury she suffered back on Dec. 21, USA Today reports.Continue reading...

campaigns

P&G Set to Claim Gold in Sochi with Latest 'Thank You, Mom' Olympic Campaign

Posted by Sheila Shayon on January 6, 2014 12:42 PM

Procter & Gamble spends billions of dollars advertising its arsenal of brands, from Tide, Bounty and Charmin to CoverGirl and Pantene and Olay. But the consumer packaged goods giant also spends a great deal marketing its products' relationships with consumers—especially moms. And so ahead of the 2014 Winter Olympics in Sochi, the CPG brand has revived its "Thank You, Mom" campaign in all its Olympic glory.  

“Pick Them Back Up” continues the theme set in 2012 for the London Games, which featured “The Best Job,” that garnered over 21 million views. This year's spot focuses on the physical transitions of childhood, from just learning how to walk to going on to ice skate, snowboard and play hockey—all with mom's watchful eye there to dust off and make better any bruises. 

According to Ace Metrix, which scored every nationally airing US Olympic ad leading up to and during the 2012 London Games, P&G's "Thank You, Mom" campaign came out a clear winner, with three versions of the "Best Job" spot making the top 10 list, as well as an ad for its Bounty brand. 

"We are particularly interested in the data regarding the vital emotional elements associated with the Olympics,” said Peter Daboll, CEO of Ace Metrix, at the time. “Understanding how the emotion of such a global event relates to the rational consumer processing that accompanies the vast majority of advertising will be fascinating."

And so far, based on social reactions, P&G is set to make another heart-warming landing into the minds of consumers with this year's encouraging spot.Continue reading...

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