Posted by Abe Sauer on April 12, 2013 10:53 AM
Oreo has made an unlikely pairing for it's latest China campaign, and we're not talking about green tea Oreos or the host of other local variations (ice-cream flavor, anyone?) introduced by the Nabisco division of Kraft-now-Mondelez.
It's an irony of history that Oreo's new China spokesman, film director Feng Xiaogang, was last found at the helm of Back to 1942 (一九四二), last year's three-hour, brutal epic about the Henan family that killed at least three million people.
But then again, Feng Xiaogang's career is full of little ironies. He's one of China's most popular directors of the last decade and yet almost nobody has heard of him in Hollywood. For Oreo, a western brand that has localized for the China market better than almost anyone, it makes him a perfect choice. Oreo's localization strategies like cucumber flavors and square shapes have won it press accolades and, more importantly, leagues of happy customers.Continue reading...
Posted by Abe Sauer on November 16, 2012 01:01 PM
China is the second latest economy in the world, every significant brand's future is impacted by its growth (or collapse!); but who's got the time?! A weekly potpourri of ten reads that will make you look like a keen China observer during any conversation about China.
This week: Viagra sales, diving pigs, Yao Ming wine, paying more for 'Made in USA', Calvin Klein’s Beijing sneak peak, Single's Day sales package pile-up, PepsiCo, Apple legal loss and more.Continue reading...
Posted by Abe Sauer on July 20, 2012 01:06 PM
China is the second latest economy in the world, every significant brand's future is impacted by its growth (or collapse!); but who's got the time?! Check out our weekly hotpot of reads that will make you look like a keen China observer during any conversation about China. Above, a 2012 Comic-Con promo for DC Comics' three-part series, Batman in Shanghai, ahead of The Dark Knight Rises Aug. 30 opening in China. And below: the iPad makes a quiet arrival, Adidas no longer "Made in China," the NBA, "House Slaves," robots (ROBOTS!) and more.Continue reading...
Posted by Abe Sauer on June 29, 2012 10:07 AM
The China Daily uses the ongoing frenzy around the Euro 2012 soccer football tournament to revisit a known, but not well known enough, phenomenon in China. Namely, names being registered in China by people who have nothing to do with the trademarked names themselves.
As The China Daily notes, "Philipp Lahm, Cristiano Ronaldo and Andres Iniesta are world-popular soccer stars, but they have also attracted attention that they might not want — from Chinese companies registering their names as trademarks."
Anyone charged with protecting a brand, or who might BE a brand, should drop what they are doing immediately and check to see if your brand has been registered in China without your approval, spelling your doom. Don't even bother reading the rest of this piece on China and trademarks. Go check.Continue reading...
Posted by Abe Sauer on June 4, 2012 10:35 AM
"巴黎，我来了" Translation: "Paris, Here I come."
That was the message Li Na posted on her Facebook page on May 25th. The message captioned a photo of a blue sky, likely of the view from her flight. On June 4th, as news of China focuses on, let's say, less proud moments, Li Na will challenge to make the quarterfinals for the French Open, the grand slam event she won last year. It was a single championship win that put $42 million in endorsement deals in her pocket and made Li the second highest earning female athlete in the world.
Ah, pity Michael Chang.Continue reading...
Posted by Mark J. Miller on February 27, 2012 10:39 AM
While Kobe Bryant just passed Michael Jordan's All-Star scoring mark, it won't diminish Jordan's stature or legacy. When most people think of Jordan, they think of his six championships with the Chicago Bulls, his five NBA MVP awards, and his leaping image that’s been immortalized by Nike as Jordan Brand.
Many today think of Jordan and see dollar signs around one of the biggest sports brands and athletes of all time. Inevitably, that leads to legal tussles to protect the Jordan cash cow. That's why the represent the majority owner of the worst team in the NBA, the Charlotte Bobcats, has sued Chinese sportswear and shoe manufacturer Qiaodan Sports for wrongful use of his trademark.Continue reading...
Posted by Shirley Brady on January 27, 2012 02:02 PM
North Americans may grow up loving Oreo cookies, so Kraft was dismayed when Chinese consumers didn't take to the iconic cream-filled biscuit and sales in the market proved disappointing.
Rather than pull the product, Kraft decided to study the problem. Lorna Davis, head of the global biscuit division at Kraft, tells NPR that market research showed locals liked the contrast between the bitter cookie and the sugary cream, but "they said it was a little bit too sweet and a little bit too bitter."
The solution: Kraft retooled the Oreo for China, making the cookie "more chocolatey" and the cream filling "less cloying." Kraft's China division is also experimenting with new fillings such as green tea, "double fruit magic," ice-cream flavor, mini versions promoted by Yao Ming, and an orange-hued cream with shades of mango (watch some of the brand's China spots below).
Kraft is even going so far as to dispense with its traditional round cookie with a Pocky-like straw-shaped wafer. The upshot of its willingness to reinvent the brand to local tastes: by 2006 it was the best-selling cookie in China. Click here to listen to NPR's report.Continue reading...
ready for takeoff
Posted by Shirley Brady on October 24, 2011 11:15 AM
Airbus got a big (and tall) endorsement for the A380 when retired Chinese professional basketball player Yao Ming tweeted his approval on Oct. 21st.