Posted by Dale Buss on December 10, 2014 04:04 PM
As Super Bowl XLIX nears, the lineup of advertisers is beginning to look more familiar. Dove Men+Care and GoDaddy are two of the latest brands to confirm that they're returning to the Big Game platform and also that their Super Bowl campaigns will reinforce essentially the same messages that they had last year.
There have been some notable defections from brands that have advertised in the past, including Volkswagen. But reliable returning brands include AB InBev's Budweiser and Bud Light, Coca-Cola, Doritos, Mars and Pepsi, while new players include Loctite, Mophie—and McDonald's, whose need for marketing impact has become glaringly evident lately.
Unilever's Dove Men+Care brand debuted in the Super Bowl in 2010 with an ad that featured a man's "real and unsung moments from birth to fatherhood." The campaign was based on research that had revealed how 73 percent of men felt falsely or inaccurately portrayed in advertising.Continue reading...
brands under fire
Posted by Mark J. Miller on October 8, 2014 11:02 AM
NFL Commissioner Roger Goodell met with team owners on Wednesday to discuss (among other agenda items) how to repair the damage to the league's brand including possible changes to the personal-conduct policy for players. As a lead up, owners were schooled on domestic violence by a 40-minute presentation the league has put together to show all of its employees, the AP reports.
That presentation included a powerful video presentation by former player Joe Ehrmann, a defensive tackle for 10 pro seasons back in the ’70s and early ’80s and (as the head of the Coach For America Foundation) a persuasive speaker. "Men play a critical role in reducing domestic violence by being active in interventions," Deana Garner, the league's director of player engagement and education, said, according to the AP. "Step in. Speak out. Have thoughtful conversations."
Under intense scrutiny by the public and sponsors alike, Goodell and the owners went into today's meeting knowing they're also under intense scrutiny by not only fans and the public court of opinion, but also sponsors.Continue reading...
Posted by Sheila Shayon on October 1, 2014 02:12 PM
It's been 22 years since Evelyn Lauder created the annual Breast Cancer Awareness month of October, and once again, the NFL is going pink, in what some may see as a Hail Mary response to the league's domestic violence crisis—even though this has been an ongoing partnership.
Kicking off today, the NFL, its clubs, players, the NFL Players Association and the American Cancer Society, launched A Crucial Catch, a month-long public affairs campaign focused on promoting annual screenings for women, a key target demographic for the sport.
October 25th, designated as A Crucial Catch Day, will see US-wide health events provide free, breast cancer education and screenings, while NFL players, coaches and referees will don pink game apparel. Special pink footballs and coins will be sold at an NFL auction with proceeds benefiting the American Cancer Society’s Community Health Advocates National Grants for Empowerment (CHANGE) program.
While other brands, such as Nestle, have the latitude to have fun by introducing a "bra cam" this year, continuing a meme started with last year's "tweeting bra" campaign, the NFL is coming under particular scrutiny for its breast cancer tie-in this year, especially after fighting claims last year of so-called "pinkwashing."Continue reading...
brands under fire
Posted by Mark J. Miller on September 19, 2014 05:37 PM
Breast Cancer Awareness Month kicks off in October and it appears that at least one brand will be using it to punish the NFL for its role in an ongoing player misconduct controversy.
P&G’s Crest brand has pulled out of A Crucial Catch, the league's breast cancer awareness initiative with the American Cancer Society, CBS Sports reports, in the wake of the domestic violence accusations and criticism of NFL Commissioner Roger Goodell. The brand planned to have one player on each team acting as an ambassador and wearing a pink mouthguard while also engaging with fans on social media. While Crest's involvement with the campaign is no more, P&G says it still intends to donate the funds to cancer research on its own.
The decision came after the league was widely criticized for its handling of the suspension of Ray Rice for domestic violence, an incident that had a snowball effect on players and teams throughout the league. Radisson Hotels has suspended its sponsorship of the Minnesota Vikings after Adrian Peterson was arrested for reckless child injury. This all happened, the Sacramento Bee notes, the same week the league released a report that “shows one of four players will develop neurological disease during his career.”Continue reading...
brands under fire
Posted by Dale Buss on September 18, 2014 06:22 PM
As Bloomberg Businessweek put it in a headline this week, NFL Commissioner Roger Goodell is "at the 50-50 yard line." In other words, the crisis over domestic violence and other misconduct by professional football players, how he is handling it—and, also importantly, how NFL sponsors are handling it—still could break either way.
The pressure on Goodell and the team owners who employ him is ratcheting up every day as the saga takes one more unwelcome turn after another. No sooner had the Minnesota Vikings reversed course yesterday and suspended Adrian Peterson just after welcoming him back into the fold, another ugly instance involving an NFL player surfaced. Arizona Cardinals running back John Dwyer now faces domestic-violence allegations, bringing the list of players facing assualt accusations to six.
Meanwhile, major NFL marketing and TV-advertising sponsors shifted rather uneasily in their seats. PepsiCo CEO Indra Nooyi spoke out in support of Goodell and his efforts, for instance, even though she said she's "deeply disturbed" by some player behavior, and the league's mishandling of the case is "casting a cloud" over the NFL's integrity, the Wall Street Journal reported.Continue reading...
Posted by Dale Buss on September 18, 2014 09:32 AM
As another NFL player is suspended following domestic violence arrest, Nike and the Minnesota Vikings reverse course and suspend Adrian Peterson. Other sponsors monitor the situation as PepsiCo CEO Indra Nooyi signals her support for embattled NFL Commissioner Roger Goodell, while Radisson's move to drop Vikings sponsorship turned out to be a smart move. Meanwhile, female fans grow wary of league and CBS CEO Moonves hails football on TV.
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MORE BRAND NEWS
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Audi claims first California self-driving permit.Continue reading...
Posted by Dale Buss on September 16, 2014 03:40 PM
The National Football League continues to try to power through its season of peril like a running back knocking down linebackers. But sponsors, social critics and pro football players themselves continue to make the brand's problems hard to forget.
The latest developments following the Ray Rice scandal include a move by Radisson Hotels to suspend its sponsorship deal with the Minnesota Vikings over its decision to reinstate star running back Adrian Peterson after the team's own investigation of his indictment on child-abuse charges. A Houston TV station reported that Peterson was accused in 2013 of hitting another son, Bloomberg reported.
Other endorsement partners for the time being were standing by Peterson, who was a league MVP and had high marketability scores, according to the St. Paul Business Journal. Nike, Castrol and Wheaties were among the brands still monitoring the situation.Continue reading...
Posted by Dale Buss on September 11, 2014 09:36 AM
Apple hires Gap's No. 2 marketer as it needs retailers to warm up to Apple Pay and faces delay in getting new iPhone 6 to China, as Samsung releases slew of ads poking fun at Apple announcements.
NFL appoints former FBI director to investigate Rice as AP reports that league saw video in April, and Verizon defends NFL Commissioner Goodell.
McDonald's tests tablet ordering and files trademark for "McBrunch."
RadioShack rescue package is in the works.
Sony reaches deal to carry Viacom TV channels on web.
MORE BRAND NEWS
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Audi and Chrysler are fined by pricing regulators in China, where foreign companies are increasingly feeling the heat.
Bonobos seeks to disrupt fashion retail.
Burger King launches black cheeseburger (with black cheese) in Japan, where KFC runs chicken-fried social marketing.Continue reading...