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cola wars

The Pepsi Challenge Returns—With Social Twists

Posted by Dale Buss on March 11, 2015 03:02 PM

The original Pepsi Challenge was a TV ad campaign that ran back in the day when people drank sodas without reservation. PepsiCo's biggest problem at the time was trying to gain share on Coca-Cola by setting up taste-tests across the country. Seems quaint by today’s standards, but it's the best-known sampling program in history.

This week, the brand announced it's resurrecting the Pepsi Challenge—but with a social twist. As carbonated soft drinks lose popularity and PepsiCo realigns its beverage line-up to appeal to health-conscious consumers, the year-long campaign will focus on social media and social responsibility.

"We've taken the DNA of the Pepsi Challenge, then reinterpreted it for a new generation," Brad Jakeman, President of PepsiCo's Global Beverages Group, told the New York Times. "Now more than ever, we are in a world where consumers expect to hear from the brands they love in whole different ways."Continue reading...

brand collaborators

The Polished Home: OPI, Ace Hardware Bring the Nail Salon to the Living Room

Posted by Katie Conneally on July 10, 2014 06:17 PM

It used to be that you could spot bold nail polish colors, elaborate nail art and sparkling gel manicures on hands left and right. But after several years of unparalleled growth, the nail polish market has slowed down, with retailers like Coty (which owns OPI) noting a four percent drop in sales at the end of 2013. 

So this year, it’s no surprise that nail polish brands are turning to new, innovative partnerships to reposition nail polish as not just a beauty product, but a key part of consumers' aesthetic lifestyle, in an attempt to drive sales and attract new customers. 

OPI is leading the way through a collaboration with Clark+Kensington, a line of house paints from Ace Hardware. Together, they’ve developed three new color palettes of house paint that match some of OPI’s most illustrious colors. Each palette contains 6 shades and is designed to reflect consumers’ personalities with names like "The Artist," "The Wild Heart" and "The Romantic."Continue reading...

getting by with a little help

Michelle Obama Brings Let's Move to Schools With $50 Million Boost From Nike

Posted by Shirley Brady on February 28, 2013 01:51 PM

Critics feeling that Michelle Obama has been overexposed lately, from presenting at the Oscars to mom-dancing with Jimmy Fallon, will have a hard time critiquing her latest move. The First Lady is expanding Let's Move, her three-year-old initiative to get kids moving and combat childhood obesity, and she's tapping one of the world's leading brands in the "get moving" space—Nike. 

NIKE, Inc. President & CEO Mark Parker joined First Lady Michelle Obama and U.S. Education Secretary Arne Duncan in Chicago to announce Nike’s $50 million, five-year commitment to help launch a new Let's Move program for schools, an extension of the brand's involvement in the organization's Designed to Move study that found that only one in three American kids are active daily.Continue reading...

ad watch

Apple Serves iPhone 5 Campaign With Williams Sisters at Wrong Time

Posted by Trent Edison on January 2, 2013 09:58 AM

Apple's latest iPhone 5 commercial — starring U.S. tennis stars Venus Williams and Serena Williams — landed with a thud on January 1st, touting the iOS 6 "Do Not Disturb" feature just as users discovered bugs were still being worked out.

sporting brands

Football and Females: In Olympics' Wake, NFL Pushes Apparel for Women

Posted by Barry Silverstein on August 16, 2012 01:03 PM

One of the lasting memories of the London 2012 Olympics is hard to overlook: the measurable impact of women on the Games. More women competed than ever before, more women won medals and, Michael Phelps not withstanding, women garnered more of the media attention. In addition, it seems Procter & Gamble, Visa, and other brand marketers fell all over themselves trying to tie their brands to the success of  female athletes.

But now it's football season in the U.S. and, surprisingly, the focus remains on — you guessed it — women. The National Football League, never one to miss a brand marketing opportunity, is kicking off a campaign called "It's My Team." The target audience for a merchandising push that started last September is 85 million female football fans — almost half of the NFL's fan base. "We realized that while we had terrific products for women, we needed to build awareness," said Tracey Bleczinski, VP of consumer products, in an interview with Marketing Daily. "We have gone after it in a much more significant way and the response from our female fan base has been tremendous." Continue reading...

sporting brands

Nike Adds Ice to FuelBand Fire With Limited-Edition Wristband

Posted by Mark J. Miller on July 3, 2012 10:01 AM

At the start of the year, the folks at Nike and a few of its star athletes it supports made a very big deal about the new FuelBand, a digital wristband that keeps track of every piece of data you could possibly imagine while you’re working out. Since then, Nike has added the ability to “keep track of the sights they've visited while out for a jog or a bike ride and share said moments / achievements with their mates,” according to Engadget.com.

FuelBand also is getting some love for its latest campaign, while landing Nike and W+K a Grand Prix at the recent Cannes Lions ad festival for its digital efforts to launch and make FuelBand a must-have item. 

Now collectors and fans will be falling over themselves to get their hands on the latest iteration of FuelBand — the limited-edition Ice Fuelband model, shown at top, which Serena Williams debuted at Wimbledon and launches July 27th in London (just in time for Olympics fever), San Francisco and New York at select retail locations, and on Aug. 12th at nikestore.com — marking the first new colorway since the original FuelBand debuted in January.Continue reading...

celebrity designers

Venus (Williams) Rising Again With Clothing Line

Posted by Mark J. Miller on March 21, 2012 10:14 AM

When you’re a celeb athlete, being the best in the world at something isn’t good enough. You’ve got to build your brand. After all, those playing days are only going to last so long and the good life shouldn’t just end because you’re dealing with whatever stresses your body has taken on during your athletic career.

Venus Williams is getting back into the act. She had launched a clothing line for Steve & Barry’s years ago but that retailer went into liquidation in 2008. Now she’s back.

As Women’s Wear Daily notes, she has “partnered with brands including Ralph Lauren and Gilt Group” in the past, and is now relaunching her personally designed apparel collection EleVen, which is, no surprise, geared for on and off the court.Continue reading...

celebrity brandmatch

Watch Kobe Bryant Lecture Celebrities for Nike

Posted by Shirley Brady on January 16, 2012 12:01 PM

Kobe Bryant's mock personal motivation commercial for his latest shoe — the Kobe VII System — for Nike: "Where do you go from the top? You go over the top. The #KobeSystem: Success for the Successful is Kobe's winning, results-oriented philosophy on how to adapt to succeed. You're Welcome."

Celebrity cameos include comedian/actor Aziz Ansari, Hope Solo, LeBron James, Jerry Rice, Landon Donovan, Tony Robbins, Serena Williams, Kanye West,  and Richard Branson.

Find out more (on a more serious note) about the Kobe VII System shoe (Correction: "It isn't a shoe, but a system that adapts with you and allows you to elevate your game," says Nike) below.Continue reading...

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