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branded entertainment

LUNA Rebrands to Lead Discussion on Issues Related to Women's Nutrition

Posted by Sheila Shayon on February 6, 2013 02:04 PM

LUNA Bar is rebranding itself as a “thought leader” on women’s nutrition, and expanding its reach to include dieters.

Its six "Debunking the Diet" webisodes, hosted by "Funny or Die" writer/actor Erin Gibson and nutritionist Tara DelloIacono Thies, premiered this week with a focus on weight gain and late-night eating.

The spots support the brand's new tagline, "Feed Your Strength," and are appearing on Luna's Facebook and YouTube pages as well as health-related websites, The Huffington Post and Daily Candy.  Other campaign messages include “Moderation, not deprivation” and “Strong beats skinny.”Continue reading...

branded media

Webisodes Offer Brands Like Ikea, Sara Lee And Maybelline A New Outlet

Posted by Stephanie Startz on November 25, 2009 07:01 PM

The media landscape has abruptly changed. Magazines have shuttered, newspaper circulation has dwindled and viewers have tuned out broadcast television. Where are brands to turn now that the established advertising channels have dried up?

To the Internet, of course, where they’re creating their own content to advertise around: web series.

Web series – online shorts created for advertisers, also known as webisodes and branded entertainment – are having a great year. Brands like Ikea, American Family Insurance, Sara Lee, Hidden Valley Ranch and Maybelline have flocked to the trend, reaping positive results.

The notion is not completely new, harkening back to the early days of entertainment and radio and television shows sponsored by a sole brand. Today, what has changed is the extent to which brands are involved in the creative process.Continue reading...

brand news

Headline Roundup: Olympic Flame Out

Posted by Stephanie Startz on November 24, 2009 09:01 AM

GM to present restructuring plan to Opel unions. [NY Times]

German Chancellor Merkel declares GM has repaid its bridge loan. [WSJ]

London's 2012 Olympic logo fails at appealing to youth, incites controversy. [FT]

Wal-Mart's online price war with Amazon heats up, as the box store refuses to cede sales. [NY Times]

Shop Direct may bring UK Woolworths back to the high street with a 200-store chain. [Times of London]

Heinz profits fall 16%. [WSJ]

Stork Craft recalls 2.1 million cribs in the largest crib recall in US history. [NY Times]

(More headlines: Playboy, BBC, paid Twitter, TAG Heuer cellphones).Continue reading...

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