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off-brand

Chevy Pulls 'Silverado Strong' Promo in Another Example of Misguided Relevance

Posted by Dale Buss on October 30, 2013 03:39 PM

Chevrolet backed out of a "Silverado Strong" promotion planned for the fifth game of the World Series this week in St. Louis after figuring at the last minute that it could get criticized by seeming to exploit the "Boston Strong" theme that arose in the wake of the Boston Marathon terrorist bombings in April.

The brand was going to ask crowd members at Busch Stadium to use placards under their seats to spell out "Silverado Strong" in a reference to the ongoing marketing campaign for the crucial new Chevrolet Silverado pickup truck. But after pictures of the rehearsal that had been posted online drew social media complaints, GM and Major League Baseball pulled the plug.

"Chevrolet had planned to continue the campaign [at the game] through an interactive in-stadium promotion," Chevy spokesman Michael Albano told brandchannel. "However, following [the] rehearsal we realized there was the possibility that we may offend some of the very fans we were trying to honor, [and] for that reason Chevrolet and MLB decided to cancel the promotion."Continue reading...

sporting brands

Taco Bell Cheers Giants World Series Win with Free Doritos Locos Tacos

Posted by Dale Buss on October 29, 2012 03:57 PM

At least when marketers take out ads during the Super Bowl, they always know what they're going to get: A game stretching over about four hours and including one long halftime show. But in its best-four-out-of-seven format, baseball's World Series can be more problematic for brand sponsors because they never really know whether they've got two weeks — or just one — to make their impressions.

That's why, while the San Francisco Giants' four-game sweep of the Detroit Tigers was sweet for San Francisco, it proved problematic for at least two advertising efforts tied directly to the World Series — and, seemingly, to the probability that the Series would last for at least five games.

Take Taco Bell. Thanks to a stolen base by Angel Pagan of the Giants during Game 2 of the Series, Taco Bell is planning a US-wide promotion tomorrow with MLB (assuming Hurricane Sandy doesn't blow it off-course) in which anyone in America can swing by for free Doritos Locos Tacos between 2 and 6 p.m. local time.

Pagan kicked off the fulfillment end of the "Steal a Base, Steal a Taco" promotion with his swipe, stating that he "couldn't be happier my stolen base won free tacos for America.'Continue reading...

brand news

In the News: Amazon, Citi, Chanel and more

Posted by Dale Buss on October 26, 2012 09:02 AM

In the News

Amazon swings to loss on aggressive spending on future growth, worries about Apple's iPad mini, while Apple disses Microsoft Surface tablet.

BBC sees dimensions of Jimmy Savile sex abuse scandal grow.

Bank of America still dealing with fallout from collapse of Countrywide.

Chanel benefits from buzz created by Brad Pitt campaign.

Cheesecake Factory bucks casual-dining traffic decline.

Chipotle considers once-forbidden veer toward fast-food platform.

Citigroup CEO exit reportedly was planned for months.Continue reading...

brand news

In the News: P&G, Kimberly-Clark, Twitter and more

Posted by Dale Buss on October 25, 2012 09:03 AM

In the News

P&G sees profit soar and revenue drop in latest earnings report.

Kimberly-Clark pulls back in Europe.

Twitter encourages brands to find and use their authentic voice.

Apple earnings report on Thursday will be closely watched.

AT&T sees slowing in wireless-subscriber growth.

Barbie CMO looks to Royal Caribbean cruise experience launch in new year.

Best Buy shakes up management.Continue reading...

brand news

Brands to Watch: Google+, Kodak, MC Hammer

Posted by Shirley Brady on October 20, 2011 06:16 PM

Brands to Watch

American Airlines deemed most hated airline on social media.

AT&T may unload MetroPCS.

BMW takes luxury auto sales crown in US.

Delta expands "economy comfort" brand to entire fleet.

Google aims to make search more social and dynamic.

Google+ to launch brand pages "imminently."

Kodak's bet on printers fails to quell doubters.

MC Hammer is developing his own search engine.Continue reading...

sporting brands

World Series Sticks With the Program

Posted by Barry Silverstein on October 19, 2011 04:01 PM

In an era when communications is increasingly electronic, a printed item has prevailed as both a chronicler of history and a valued piece of memorabilia.

It is the World Series program which, since 1903, has been sold at every World Series. While programs were just 10 cents during the first ten years of World Series history, a program at this year's World Series, which begins tonight when the Texas Rangers face off against the St. Louis Cardinals in St. Louis, will set fans back $15.

Still, it's a good bet the programs will be snapped up because they are "one of the most important licensed products we make," says Howard Smith the senior vice president for licensing at Major League Baseball. Ira Mayer, the editor of The Licensing Letter, adds, "It's physical and tangible, and everything else is here and gone."

Speaking with the New York Times, Smith would not reveal the number of programs sold each year, but he did say that the first game of the 2005 World Series was held at U.S. Cellular Field in Chicago, with a capacity of around 41,000 — and more programs were sold than there were people in the stadium.Continue reading...

Wal-Mart Stokes Bieber Fever

Posted by Dale Buss on November 2, 2010 01:00 PM

Brand managers know they’re taking a big leap of faith when they make huge investments in celebrity-designer lines and personal endorsements by superstars.
But Wal-Mart corporate (and Walmart, the retail brand) clearly believe that it’s still early enough in the career of Justin Bieber to take a flyer on his continued innocence — at least for a while.

The world’s largest retailer has forged a near-exclusive arrangement with the 16-year-old teen-heartthrob singer from Canada heading into the holiday season, including being the sole distributor of his new album (My Worlds Acoustic, teased during the World Series) starting Nov. 26, as well as related add-ons such as a Bieber-inspired unisex fragrance line and even nail polish (with Nicole by OPI).

Having already featured Bieber on its Soundcheck platform, the house that Sam Walton built is latching onto the lad while he’s still a lad — perhaps because the last time the retailer signed on with a tween sensation, it didn’t go too well.Continue reading...

auto motive

Chevy Runs Deep ... All the Way Back to the Future

Posted by Dale Buss on October 29, 2010 10:00 AM

Speculation ran rampant in auto-marketing circles about what Joel Ewanick and Chris Perry, once allied at Hyundai, would to do jerk Chevrolet’s marketing forward into addressing the needs of the present moment.

The brand’s marketing was a disappointing hodge-podge for most of the last few years. But that was before former Hyundai USA marketing chief Ewanick became Chevy’s CMO last spring and, last summer, brought Perry in from Hyundai to run the Chevrolet division.

A beginning of the answer was revealed during the kick-off to the World Series Wednesday night on FOX, with the first TV ads under the brand’s new don't-call-it-a-tagline: "Chevy Runs Deep." They were the kickoff to Chevrolet’s new advertising campaign which, not all that surprisingly, will rely on some of its old approaches, as Perry told brandchannel.Continue reading...

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