Honda Bests Itself as It Evolves Socially-Driven Campaigns

Posted by Dale Buss on October 30, 2013 05:44 PM

Honda has long been known for conservative vehicle styling and a steady-as-she-goes approach to building sales and market share, which has worked remarkably well over the decades. 

But increasingly, Honda is the auto brand that is pushing the envelope with its marketing and advertising efforts in the US and elsewhere, taking flyers on damaged and strange platforms, producing some of the most notable new social media campaigns, and putting a lot of money and muscle behind a minivan segment that many automakers have written off. Year-to-date sales are up 9 percent, so something is working.

The latest examples include a new addition to its "Start Something Special" ad campaign that has been underscoring the relationships that people have with their Hondas. The brand has created a #StartSomething hashtag to invite stories by Honda fans that will be archived digitally and then evolve into efforts under the "Honda Loves You Back" program—what Honda marketing executive Michael Accavitti called "feel-good surprises we've orchestrated over the past few yeas to show gratitude to those who have expressed love for the brand."Continue reading...

doors of perception

Nooyi Gets Candid on Importance of Pepsi, Inadequacy of Stevia

Posted by Dale Buss on May 30, 2013 01:42 PM

Maybe it's an opportunity to vent after answering her critics with improved performance for the flagship Pepsi brand lately. Or perhaps PepsiCo CEO Indra Nooyi just wanted to remind an important audience that she isn't finished with her transformative strategy for one of the world's largest purveyors of nutritionally dubious foods and beverages.

In any event, Nooyi made what called "surprisingly candid remarks" during an address at a Sanford Bernstein conference in New York this week, touching on why everyone's all concerned about cola, why she has made such a strong play to develop new natural sweeteners and why highly touted stevia might not be the right thing for the cola market, and why the company's new "hybrid" pricing strategy is important.Continue reading...

sip on this

PepsiCo Keeps Marketing Top-of-Line Despite a Dip in Earnings

Posted by Dale Buss on April 19, 2013 02:43 PM

PepsiCo continues to ramp up marketing investments for its core brands including Pepsi, Gatorade, Lay's and Quaker. And so while first-quarter earnings showed a drop of 5 percent from a year earlier, the increased advertising outlays may be the harbinger of future top- and bottom-line payoffs from brands that critics say were underexposed for years.

Besides, PepsiCo CEO Indra Nooyi said this week, the additional marketing investments—which she promised for last year to the tune of an additional half-billion in global expenditures on core brands—are being offset by the fruits of the company's $3-billion productivity program.

"With the productivity we're unlocking, we're able to invest in growth drivers like advertising and new-product launches to simultaneously drive margin improvement," she told analysts on a conference call, according to Advertising Age. But, she cautioned, "Any growth we achieve in one area takes from another area where we compete."Continue reading...

celebrity brandmatch

Where There’s Pepsi, There’s Michael Jackson

Posted by Mark J. Miller on September 18, 2012 06:11 PM

Pepsi’s marketing gurus have been appealing to consumers through music seemingly for eons. Much of that perception is due to the success the soda maker has had in tying its name to the King of Pop, Michael Jackson. Even after the guy’s been laid to rest for more than three years, and earning more than ever, Pepsi is still celebrating its legendary association with the performer.

Back in May, Pepsi announced its deal with the Michael Jackson estate and Sony Music to an exclusive global marketing partnership that included featuring the Gloved One on a billion limited edition Pepsi cans released around the world, starting in China.

As part of its music-based global "Live for Now" platform, the Pepsi brand is reminding consumers that it's been 25 years since Jackson's iconic Bad album was released — an anniversary that director Spike Lee is marking with a documentary, and which Pepsi celebrated in late August in a concert with Billboard and singer Ne-Yo, who performed such hits as Closer from the album, which was released on Aug. 31, 1987.Continue reading...

brand news

In the News: Ford, Dr Pepper, LeBron X and more

Posted by Dale Buss on September 14, 2012 09:03 AM

In the News

Acer postpones launch of Alibaba-powered phone.

Apple fights to keep iPhone cool in China as larger screen of iPhone 5 sparks developer rush and NFC omission puzzles observers.

Beef Products faces high hurdle in "pink slime" lawsuit against ABC News.

Brand USA tourism push sets sights on India.

Burger Lounge and Counter Burger offer non-traditional meats.

Disney takes film write-down.

Dr Pepper gets flack on Facebook after posting evolutionary graphic.Continue reading...

brand vs. brand

Motorola Promotes Droid Razr With TV Campaign on iPhone 5 Day

Posted by Brandchannel Staff on September 12, 2012 09:44 PM

Google's DROID RAZR M full-screen phone made its full-on debut with a new TV commercial airing tonight in the US. It's available starting Thursday (September 13th) at Verizon Wireless stores and online for $99.99 after a $50 mail-in rebate with a new two-year customer agreement. No coincidence in being promoted on iPhone 5 Day, the new commercial debuted during The X Factor season debut on FOX. Motorola describes the 4G device as:

DROID RAZR M is the unbelievably compact smartphone that puts the world in the palm of your hand with an edge-to-edge 4.3-inch Super AMOLED™ Advanced display. You’ll be amazed with DROID RAZR M’s design, which is significantly shorter and narrower than the original DROID RAZR, yet includes the same size display, making it the most compact 4.3-inch 4G LTE smartphone. DROID RAZR M also features powerful Web browsing capabilities by combining Verizon Wireless’ 4G LTE network with the speeds of Chrome™ for Android™ mobile browser for an unrivaled mobile Web experience. All that speed and power combined with a long-lasting battery that gives you 20 hours of performance so you can get through your day.

Another new commercial touts the DROID RAZR MAXX HD: "With an HD edge-to-edge screen, 4G LTE and 32 hours of battery life, the DROID RAZR MAXX HD by MOTOROLA is the longest lasting smartphone available." More details in Motorola's press release, and Motorola's DROID RAZR Family promo below:Continue reading...

brand news

In the News: JPMorgan, P&G, Virgin & more

Posted by Dale Buss on May 11, 2012 09:01 AM

In the News

Amazon plans to lend Harry Potter e-books.

Apple will help upgrade Foxconn factories in China.

AT&T sees regulatory logjam delay deals in wireless.

Betsey Johnson confirms plans to liquidate.

CBS sues ABC alleging new reality series rips off Big Brother.

Chuck E. Cheese plans to test gluten-free products.

Coca-Cola finds its Hellenic unit hit by perfect political and economic storm.Continue reading...

celebrity brandmatch

Pepsi Taps Michael Jackson Legacy for ‘Live for Now’ Campaign

Posted by Sheila Shayon on May 3, 2012 11:59 AM

Pepsi has announced an exclusive global partnership with Michael Jackson’s Estate as part of its new "Live for Now" campaign, PepsiCo’s global platform to re-engage teens via pop music and culture influencers including Nicki Minaj and Katy Perry, whose upcoming movie the brand is sponsoring.

The deal coincides with brand's legacy with the King of Pop and the 25th anniversary of Jackson's multi-platinum Bad album (released August 31, 1987) and record-breaking tour, and Pepsi and Sony Music will share new mixes, as well as one billion — that's right, billion — special edition Michael Jackson Bad 25 Pepsi limited edition cans with an iconic silhouette of Jackson, as you can see below.Continue reading...

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