2014 Brandcameo Product Placement Awards

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...


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...

brand challenges

Revlon Cuts Its Losses in China as Cosmetics Market Takes On New Face

Posted by Barry Silverstein on January 2, 2014 01:42 PM

One of the world's leading brand names in cosmetics is raising the white flag in China. Revlon, the 82-year old company whose brand portfolio includes Almay, Charlie, ColorSilk, Mitchum, and Pure Ice, will leave the Chinese cosmetics market, cutting over 1,000 jobs in a move expected to save the firm some $11 million annually. 

While China accounted for only about 2 percent of Revlon's net sales of $1.43 billion in 2012, the company's exit demonstrates the difficulty foreign companies face in penetrating the $22.8 billion Chinese cosmetics market, which doubled between 2008 and 2012, according to a report by Fung Group. In its most recent quarter, Avon Products, a Revlon competitor, reported a 67 percent revenue decline in Chinese operations. Procter & Gamble also indicated last spring that its Chinese skin care market share was declining, while in the fall, L'Oreal said the Chinese market was "slowing, although still dynamic," according to the Wall Street Journal.

Apparently, Revlon's problems in China are as much a reflection of how products are sold as the market itself. The sizzling growth of online cosmetics sales has cut into traditional retail sales of cosmetics in China, forcing companies like Revlon to compete on price and product selection. Jumei.com, for example, discounts upscale cosmetics brands including Dior and Lancome by as much as 15 percent. Jumei's CEO, Leo Chen, told WSJ, "Direct sales and department stores are outdated." Jumei.com saw its sales spike from $100 million in 2011 to $400 million in 2012.Continue reading...

brand news

In the News: P&G, GlaxoSmithKline, Samsung and more

Posted by Dale Buss on December 17, 2013 09:26 AM

In the News

P&G will give Pantene ad a global push after Facebook CEO leans in.

GlaxoSmithKline stops paying doctors to promote drugs.

Samsung files EV patents.

Anchorman 2 tie-in with Dodge carries right up to the red carpet.

Boeing authorizes stock actions amid "confidence in the future."

Burt's Bees uses flower art for new lip campaign.

Facebook starts selling video ads and launches 'donate' button for non-profits.Continue reading...

ad watch

FTC to Convene Panel as Native Advertising Augments

Posted by Sheila Shayon on November 19, 2013 05:40 PM

If you're still confused about what native advertising really is, you're not alone. In fact, the general topic has become such a great concern that the Federal Trade Commission is convening a workshop on Dec. 4 to hopefully clear up the blurred lines between editorial and ad content that is increasingly confusing consumers.

Native advertising, a.k.a. blended advertising, branded or sponsored content, “is a type of converged media that combines paid and owned content into commercial messaging that is fully integrated into, and often unique to, a special delivery platform,” as defined by the Altimeter Group

Key to the ongoing conversation is what publishers and ad companies must do to make sure consumers can spot the differences between different types of content. The new approach to advertising is used by practically every web publisher in some form, from brand partner stories on BuzzFeed to sponsored posts on Facebook.

Registered workshop participants include representatives from such brands, as well as NPR’s Bob Garfield, former dean of Columbia Journalism School Nick Lemann, ad-tech companies like Outbrain and Sharethrough, and executives from The Huffington Post, Edelman, and Procter & Gamble, among others.Continue reading...

brand news

In the News: JCPenney, P&G, Apple and more

Posted by Dale Buss on November 19, 2013 09:31 AM

In the News

JCPenney launches first holiday campaign under new CMO.

P&G and other detergent makers face new federal alarm over pod safety and kids.

Apple is probed for alleged tax evasion in Italy.

3M still searches for growth.

Best Buy warns of promotional pressures.

Buick could use a flagship model, GM CEO says.

Campbell Soup sees earnings slashed.

Daimler open to selling stake to Chinese partner.

Discovery Communications allows streaming via Time Warner Cable.

Dropbox seeks $8 billion valuation.Continue reading...

tech innovation

Pressed to Improve Results, P&G Turns to Its 'New-Age Plastic'

Posted by Dale Buss on October 21, 2013 03:39 PM

Procter & Gamble long has relied on innovation to shake things up with new products and features that gain sales and market share and even create new brands, like Pampers disposable diapers, Swiffer, and Crest White Strips. During his first tenure as CEO, many of those innovations came from A.G. Lafley.

Now, in his second turn at the top, Lafley reportedly is pushing acceleration of a "new-age plastic" developed internally by P&G with a "high-velocity injection molding" system that could save the CPG giant alone $1 billion in cost savings—and result in the establishment of a colossal B2B business selling the revolutionary material to non-competitive customers.

"P&G's patent applications say its manufacturing system can make packages with material as much as 75 percent thinner than existing ones," Advertising Age said about the new material. "The technology also makes it easier to use recycled resins or plant-based alternatives to petrochemicals and will help P&G make packages more recyclable because it allows caps and closures to be made from the same material as the rest of the package."Continue reading...

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