The Big Game
Posted by Dale Buss on January 29, 2014 06:50 PM
No doubt Scarlett Johansson's ad for Sodastream will be among the most-anticipated of the the big game on Sunday. Cheerios' reprise of its mixed-race family will strike some of the most emotional cords. And a Budweiser spot featuring a puppy and a Clydesdale might convert a lot of snack-table napkins into makeshift hankies.
But more impressive than all of those things individually is the likelihood that food and beverage brands finally will rival automakers as the highest-impact vertical choosing to advertise in the Super Bowl this year. (Watch some of the Big Game spots that have already released below.)
One brand in particular, Pepsi, has a lot riding on the Super Bowl—so much in fact that the brand launched a seperate lead-in campaign to build up excitement for the Pepsi-sponsored halftime show.
"The heart and soul of our brand is pop culture and sports and music," Simon Lowden, CMO of Pepsi Beverages North America, told brandchannel. "And there's no better event than the Super Bowl to bring that to life."
The Big Game will be a major platform for Pepsi's tack to what it is calling a "master brand" strategy in which it treats the variety of Pepsi products as a single brand rather than calling out individual products as has been its tendency.Continue reading...
chew on this
Posted by Dale Buss on January 9, 2014 12:52 PM
Having used its Super Bowl ad last year featuring Psy to help establish itself as a clear threat to some established salty-snacks brands, Wonderful Pistachio plans to up the ante in this year's game with two commercials featuring a different kind of star: Stephen Colbert.
In the meantime, Wonderful continues to broaden its marketing footprint through its two-year-old partnership with the Harlem Globetrotters. That has included a TV-ad appearance by the team, similar to those by Psy and other celebrities, as well as in-arena promotions such as shooting contests during the games.
"We want to make sure we reach consumers who haven't tried [Wonderful Pistachios] and build a relationship with them," Marc Seguin, Paramount Farms' CMO, told brandchannel.Continue reading...
The Big Game
Posted by Dale Buss on January 8, 2014 08:12 PM
Commodity-type products and the Super Bowl typically don't make a match. In the world's ultimate advertising and branding platform, sizzle rather than steak seems to command the day. Luxury cars take on higher profiles. Even an actual commodity—pistachios—only comes clothed in the brand-building accoutrements created by the Wonderful brand.
So Heinz's decision to run a Super Bowl ad for the first time in the last 16 years is one of the more interesting opt-ins for Super Bowl XLVIII on Feb. 2 on Fox. Heinz plans a 30-second ad that will "highlight the belief that when someone picks up a bottle of Heinz Ketchup, they're triggering all the happy memories they've experienced over the years where Heinz was present," the company said.
OK. In any event, the decision is intriguing, as Advertising Age pointed out, for a company that "has traditionally spent very little on advertising, given its size." Heinz failed to crack the magazine's list of the nation's 100 top ad spenders in 2012, according to Kantar Media. In the UK, it has just launched a charity-related campaign for Heinz Soup.Continue reading...
Posted by Dale Buss on November 29, 2013 04:37 PM
Wonderful Brands has transformed pomegranate juice and pistachios from commodities to high-margin produce brands, almost single-handedly creating new CPG segments and then going on to dominate them with Pom Wonderful juice and Wonderful Pistachios, respectively. Any reason to think the company can't do the same with mandarin oranges?
The company couldn't think of any, either. So Paramount Farms, the parent of Wonderful brands, is ditching its old partnership with Sun Pacific that marketed the Cuties brand of little oranges and created its own new brand of mandarins, Wonderful Halos. Wonderful plans to devote a hefty $100 million in marketing expenditures over the next five years to establish the brand, starting today with a national advertising campaign on TV and online, including an interactive mobile app.
"We felt we could launch a new brand and wanted to do it on our own," Marc Seguin, Wonderful's CMO, told brandchannel. "We generated all the excitement around the [Cuties] brand, so we were confident we could launch a new brand that would be even more exciting. And we wanted to have the destiny of the brand completely within our control."Continue reading...
The Big Game
Posted by Dale Buss on November 4, 2013 04:47 PM
Last year SodaStream got stymied in its efforts to take direct aim at Coke and Pepsi with an ad during the Super Bowl. But this year the startup has promised to come right back at the soft-drink giants with an in-your-face spot during the next Big Game on February 2 at Met Life Stadium.
The difference, SodaStream International CEO Daniel Birnbaum told Advertising Age, is going to be that Fox is airing this year's telecast while CBS is the network that denied SodaStream's efforts to air an ad last year depicting exploding Coke and Pepsi bottles to dramatize SodaStream's environmental pitch about "saving" bottles.
"I hope that [Fox] will be a little more courageous than CBS, because CBS's behavior was just pathetic," Birnbaum told the magazine. "CBS chickened out and they just didn't want to take a risk of pissing off Coke and Pepsi who are big, big sponsors of theirs." The un-aired ad has since garnered over 4.9 million views on YouTube.Continue reading...
Posted by Dale Buss on September 18, 2013 09:21 AM
Starbucks is making China its No. 2 market and declares guns as unwelcome but doesn’t ban them.
YouTube says you'll be able to watch videos offline soon.
Unilever and Nestle rank as biggest improvers in Oxfam sustainability report.
AT&T and America Movil move to expand in Latin America together.
Adobe is boosted by cloud sales.
Apple sees brands bet big that it will be able to scale iTunes Radio rapidly as it releases iOS 7 today.
Audi plans to revive auto production in Brazil.
BMW begins i3 production.
Cracker Barrel sees activist investor Biglari press for a special dividend.
Fiat presses forward with efforts to acquire Chrysler stake from UAW and plans to produce more Fiat-brand models.Continue reading...
Posted by Dale Buss on February 4, 2013 02:04 PM
"Brotherhood," Budweiser's 2013 Super Bowl ad, was among those which stood out among rather routine fare.
Super Bowl ads (the complete list) this year provided few gems, according to an emerging consensus of industry professionals.
Many were deemed lame or even confusing, and generally considered ineffective and off-brand. Several brands seemed to suffer rather than benefit from the frenzy of sneak peeks and full-commercial reveals in this year's rush for pre-Game exposure and social buzz.
Still, some brands were able to leverage social media presence and responsiveness into overall good showings up to and through the event, with campaigns that will move forward from here.Continue reading...
Posted by Dale Buss on February 3, 2013 03:44 PM
This late in the game, General Motors isn't about to change its game plan for the Super Bowl: no ads during the game this time. But you can be sure GM marketing executives are planning to do everything but advertise during the Big Game.
In fact, GM is happy to stoke speculation about what exactly how it might be planning to hop on the Super Bowl bandwagon without actually running a commercial during the competition, a promise that former CMO Joel Ewanick made last spring before his departure — and one which, for whatever reasons, the company has kept. Some observers believe that GM could be planning to take a page from Pizza Hut with some sort of integration of its brands or products into the pre-game show on CBS. According to the Detroit News, GM has worked out a presence for the Chevrolet Corvette around the Pepsi-sponsored halftime show featuring Beyonce, who's been busy defending, rehearsing and promoting the halftime show. Chevy, meanwhile, quietly slipped a 2014 Corvette Stingray commercial onto its YouTube channel late last month.
In other late-breaking Super Bowl branding moves, the latest move in the Cola Wars (which has already seen SodaStream swatted by CBS): PepsiCo's Pepsi Next brand tweak Coca-Cola's Coke Chase Game Day campaign (with a hand from the wags at Funny or Die) above—and below, Coca-Cola's responses released online today.Continue reading...