Take the survey!

sporting brands

NFL Backpedals as More Brands Get Dragged In to Domestic Violence Fray

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...

chew on this

General Mills is Banking On New Flavors, Products and Grumpy Cat to Boost Sales

Posted by Dale Buss on July 10, 2014 04:29 PM

General Mills says it’s going to try hard to revive US cereal sales, but the CPG giant isn’t going to be content with re-inventing the wheel: The company also is investing heavily in a variety of other new products, in marketing to Millennials and in expanding its distribution in convenience stores and foodservice locations.

The company, like Kellogg's, has been stymied by a steady decline in sales of their traditional staple, ready-to-eat cereal. So part of its answer is to exploit more eat-away-from-home occasions where General Mills brands and products have never been a big part of the menu. C-stores have become a main target.

“Many of our snack items leverage our US retail brands and offer different formats and flavors specifically for our convenience-store customers,” said Bethany Quam, the company’s newly named president of convenience stores and foodservice, in a recent investor presentation.Continue reading...

brand news

Brand News: GM, L'Oreal, Bayer and more

Posted by Shirley Brady on July 1, 2014 09:29 AM

TOP STORIES

GM hopes to turn the key as automaker recalls 8.4 million vehicles and announces victim compensation plan.

Jeep tops most patriotic brands list as brand boosts Chrysler’s June sales.    

L’Oreal settles with FTC over anti-aging ad claims.

Bayer broadens healthcare line by keeping Merck's Dr. Scholl's and Coppertone brands.

Wendy’s taps Boyz II Men for pretzel burger campaign kicking off on Facebook.  

MORE BRAND NEWS

Aereo rivals aim to take advantage of US Supreme Court setback for brand.  

AirAsia and Rakuten team up for budget Japanese airline.  

AT&T sells America Movil stake.Continue reading...

brand challenges

Wheaties Heading to the Locker Room?

Posted by Mark J. Miller on April 5, 2012 10:01 AM

There was a time, not so long ago, that every athlete in the land dreamed of seeing his or her face on a box of Wheaties, "the Breakfast of Champions." Wrestler Stone Cold Steve Austin has been there. Hall of Fame catcher Johnny Bench has been there. Soccer legend Mia Hamm has been there.

Probably the most famous Wheaties box, though, was the one featuring Olympic decathlete Bruce Jenner, who won gold in Montreal in 1976 and of course went on to be the step-patriarch of the Kardashian family. In all, hundreds of athletes have been on a Wheaties box since the practice began in 1934. It’s not looking good for the athletes of tomorrow to get the same pleasure. In fact, most athletes of tomorrow aren’t likely eating Wheaties for breakfast.

General Mills, the maker of Wheaties and a slew of other cereals, may be responsible to 32% of the cereal market domestically, but Wheaties is only bringing in 0.5% of the market these days, according to CNBC’s Darren Rovell. Back in the ’60s, Wheaties was powerhouse as it took care of 6.5% of all cereals, he notes.

"Wheaties had a clear brand identity," stated Lloyd Moritz, the editor of cereal blog The Breakfast Bowl, on CNBC. "The problem was they rested on their laurels."

Rovell points out that Wheaties has made efforts to expand with Honey Frosted Wheaties in the mid-90's, Wheaties Energy Crunch in 2001, and the two-year-old Wheaties Fuel — but none of them caught on.Continue reading...

digital marketing

Cereal Thriller: General Mills Opens Box of Digital Trix

Posted by Shirley Brady on February 1, 2012 12:23 PM

Are cereal boxes "platforms for content"? So argues Mark Addicks, the chief marketing officer for General Mills, who walks USA Today's Jefferson Graham through the addition of QR codes and augmented reality to the company's cereal brands. Betty Crocker, by the way, is another digital/social platform for the company. "There's never been a time like this," observes Addicks, a 23-year veteran of the company. "Because of the digital technology that resides in people's hands … we can now deliver content that engages and enhances the experience. Before, we had to rely on a 30-second TV ad."Continue reading...

personal brands

Aaron Rodgers Makes Low-Key National Advertising Debut

Posted by Dale Buss on October 10, 2011 01:32 PM

Aaron Rodgers finally made his debut with a significant national advertiser during NFL Sunday Night Football, a game in which his team, the 5-0 Green Bay Packers, staged a come-from-behind victory over the Atlanta Falcons. But in keeping with the understated persona of the Super Bowl XLV MVP, Rodgers' appearance in his first commercial for State Farm Insurance saw him being humorously deprecating and not even recognized.

Rodgers' on-field performances in 2011 are being compared with some of the best to ever play his position. But so far, Rodgers has been practically an invisible presence in the endorsement game, especially compared with the upper-echelon quarterbacks such as the Indianapolis Colts' Peyton Manning and New Orleans' Saints Drew Brees with whom Rodgers is being compared these days. Rodgers' go-slow endorsement strategy apparently has been by his own design.Continue reading...

brand news

Brands to Watch: Microsoft Eyes Yahoo, Apple's Siri Oops, Tiger's New Rolex

Posted by Shirley Brady on October 5, 2011 05:55 PM

Brands to Watch

Microsoft eyes Yahoo bid, Reuters hears.

Apple red-faced as new Siri feature sounds like 'buttocks' in Japanese.

British Airways ramps up London 2012 sponsorship.

Ford joins Boxtops for Education.

Groupe Aeroplan changes name to Aimia.

Pantene signs Liv Tyler for new campaign.

Tiger Woods brand rebounds with Rolex sponsorship.

Wheaties selects a new NASCAR driver to sponsor.

Yum! Brands charts turnaround for Taco Bell.

celebrity brandmatch

Aaron Rodgers Still Seeking Endorsement TDs

Posted by Dale Buss on September 8, 2011 01:06 PM

Well, at least General Mills thinks that Aaron Rodgers is worthy of an endorsement contract: The cereal maker is featuring the Green Bay Packers Super Bowl MVP quarterback on boxes of Wheaties for a month, along with the team's defensive star, linebacker Clay Matthews. But only in Wisconsin.

The Wheaties deal illustrates one of the most interesting marketing twists of the new, almost-delayed season of NFL football.

Rodgers did the Walt Disney World parade thing on the day after his team's Super Bowl victory in February, appeared on the David Letterman show and did some of the other PR duties usually attendant to a good-looking, articulate, "elite" quarterback after leading such a march to the championship.

But for some reason, Rodgers has been slow to catch on as a spokesman for national brands in the way that the league's other top field generals, past and present, have done.Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
MetaluxuryMeta-Luxury
Brands and the pursuit of excellence

Advertisements