2014 Brandcameo Product Placement Awards

celebrity brandmatch

So Long, Jamie Lee: Activia Aims to Shake Up Marketing with Shakira

Posted by Dale Buss on March 12, 2014 02:07 PM

Danone dropped the other shoe in its repositioning of the flagging Activia brand worldwide -- and it's the Cinderella dance slipper of Shakira, the globally admired pop songstress. She will be the face of the company's biggest-ever dairy ad campaign under the tagline, "Feeling good starts from the inside."

The Shakira campaign (watch a behind-the-scenes video here) emphasizing the probiotic, digestive-health benefits of Activia will launch in 55 countries with print, outdoor and digital as well as TV ads featuring the Colombia-born singer and her new song, "Dare (La La La)." It helps takes the place of advertising that used to feature American actress Jamie Lee Curtis, who was phased out in January.

"For the first time we are using a global celebrity so we aim to have a global impact," Santiago Mier, CMO of Danone Dairy, told Reuters. "It's different also in the way we communicate with people, in a more modern and updated way."Continue reading...

sporting brands

With New Armani Deal, Can Rafael Nadal Brand it Like Beckham?

Posted by Caroline Smith on December 10, 2010 12:00 PM

Life must be so hard for athletes. While some people are trying to get them into a uniform, others are trying just as forcefully to get them to take it off.

Rafael Nadal is the industry’s latest victim.

Italian fashion house Giorgio Armani announced on Friday that the tennis world number one will replace Cristiano Ronaldo as the face (read: body) of its men’s underwear line. Nadal will also model for the Spring/Summer 2011 Armani Jeans collection.

His other endorsement gigs currently include shilling for Nike and shimmying with Shakira in her Gypsy music video, below. Oh, and playing tennis.

He follows in the venerated footsteps of another sports legend, David Beckham, a man just as well known for his pretty face as his prowess on the soccer field — whose Armani work has included his wife, Victoria.Continue reading...

social media

Billboard’s Social 50: Music in the Spheres

Posted by Sheila Shayon on December 6, 2010 01:00 PM

Social networking has spawned an algorithmic cloud that measures almost all our online engagement… and now our music joins those ranks, as veteran chart-maker Billboard launches the Social 50, a weekly ranking of musicians on social networks.

MTV fave and avid tweeter Rihanna scored top spot on the magazine’s first chart, followed by Justin Beiber, Eminem, Lady Gaga and up-and-comer Nicki Minaj.Continue reading...

brand roadmaps

Are Consumers Ready for Next-Generation Wal-Mart?

Posted by Abe Sauer on September 21, 2010 03:00 PM

Remember a few years ago when Wal-Mart was synonymous with not only a lack of coolness but with downright evil? When documentaries like Wal-Mart: The High Cost of Low Price were all the rage in self-righteous consumer circles? Well, things are changing.

Wal-Mart's brand is buzzing on social media and social responsibility, two areas in which the retailer once seemed hopeless. As competitor brands suffer, could Wal-Mart's brand finally be groovin'?Continue reading...

brand news

In the News: ESPN Defends LeBronathon

Posted by Shirley Brady on July 8, 2010 09:00 AM

ESPN defends tonight's live hour-long special with LeBron James' NBA franchise decision against infomercial charges as rumors fly. The special's commercial revenue (which LeBron's team is handling) is going to the NBA star's favorite kids' charity, as outlined in the video above.

Domino's extends transparency campaign and seeks truth in advertising in its photo/video shoots, with a related user-generated photo contest. Chipotle also aims for truth in advertising as founder signs on for NBC restaurant reality series.

Barneys tests 3D ads and Saks gets funny as US retailers try to woo shoppers.Continue reading...

video killed the _____ star

Shakira Addresses World Cup Role

Posted by Shirley Brady on July 5, 2010 12:30 PM

In an exclusive interview answering YouTube fans' questions, Shakira talks about her song being chosen as the official World Cup song instead of a tune by an African artist.

YouTube also fixed a flaw that let hackers create pop-up messages (including the false report that Canadian singer Justin Bieber had died) on videos to redirect them to adult sites.

Bieber's Twitter and website poll on which country he should tour next was also sabotaged by Web pranksters 4Chan to skew votes to send him to North Korea. Yesterday also saw Wikipedia and iTunes attacked by hackers, who appeared to choose the Fourth of July holiday in the U.S. to wreak havoc online.

World Cup Daily

Shakira and Other Celebs Boost Brands at World Cup

Posted by Sheila Shayon on June 18, 2010 12:30 PM

Celebrities are flocking to South Africa for the World Cup — and not just for media attention, but also for philanthropy.

The pre-opening kick-off concert featuring Shakira did draw some local ire as many South Africans felt that a homegrown artist should have been given the highly coveted and globally-viewed spot center stage. She also used the platform to help Sony promote its 3D TV World Cup campaign.

But off-stage, Shakira made time to promote African charities, including visiting a school in Soweto and dancing a few steps with the kids featured in the Waka Waka — This Time for Africa video.

She also used her clout to speak about the value of education: "I wish that every kid in the world has a happy childhood and access to a good education. [The World Cup is] an enormous opportunity in which the world comes together to bring to light themes like education."Continue reading...

World Cup Daily

Ambush Marketing Scores at World Cup

Posted by Abe Sauer on June 17, 2010 01:45 PM

The biggest buzz at the World Cup isn't the despised drone of the vuvuzela. It's ambush marketing, embodied by Bavaria's team of 36 "Dutch Dress"-clad models who were ejected from Monday's game between Denmark and Holland. Legal action against the so-called "ringleaders" is raising eyebrows as FIFA plays the heavy to protect official brand sponsors, who have shelled out some $1.2 billion collectively for the status.

As we noted last month, soccer's world governing body isn't messing around. More than 2,000 complaints are pending as FIFA tackles subversive marketing at the global equivalent to the Super Bowl. Still, ambush marketing is paying off for at least one global brand.

The Wall Street Journal notes how non-FIFA partner Nike is stealing the spotlight from official sponsor Adidas, including generating double the amount of online searches. Fans are still talking about Nike's "Write the Future" ad, including how it features Ronaldinho, who isn't even playing.

Even so, FIFA may not be squeezing every last dollar out of its marketing strategy as possible, says one analyst. And official sponsorship didn't protect Adidas from one match: Team England, as the sports brand says goalie Green's flub was not its ball's fault. More World Cup buzz after the jump.Continue reading...

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