Learn more about Sustainable Brands 2015 San Diego

truth in packaging

Sun Chips: Feel the Noise

Posted by Emma Cofer on November 11, 2010 01:00 PM

When Sun Chips launched its compostable, eco-friendly bag, the innovation created more of a stir than anticipated—and not the kind Frito-Lay had hoped for. Critics, from disgruntled consumers to media opinionators, joined forces to rally against the bag, forcing the company into what appeared to be a quick retreat. Sun Chips promised to desist their sustainable noisemaking and work toward a quieter option, for later release.Continue reading...

Checking in: Technology gets territorial

Posted by Emma Cofer on November 10, 2010 01:00 PM

Commander Douglas H. Wheelock of NASA’s Expedition 25 is the mayor of space. It’s all his—because when he rocketed up to the International Space Station, he unlocked Foursquare’s NASA Explorer Badge and staked his claim.

Remember when the only way to pinpoint your location was to find the “you are here” label on a public map? Those days are long gone—now, with geolocation technology, anyone with a web- and GPS-enabled mobile device (read: everyone) can identify and broadcast her whereabouts to the world. And even though many are still trying to get the hang of hanging out your geo shingle everywhere you go, it’s getting increasingly gauche not to.Continue reading...


What’s old is cool again: Canadian Club joins the cast of Boardwalk Empire

Posted by Emma Cofer on November 8, 2010 02:00 PM

Canadian Club whisky, or “C.C.” in common parlance, long ago hit skid row. Once a top-shelf liquor choice but long since fallen on hard times, the brand is refreshing its image by turning back the clock. As a major marketing partner of HBO’s Boardwalk Empire, C.C. is claiming a piece of the show’s Prohibition-era glamour for itself.
On the show, Canadian Club is the imported liquor of choice, generously product-placed (and heartily imbibed) in the sordid but dazzling crime world of Atlantic City in the early ‘20s. But the deal doesn’t just play out onscreen. You may have noticed real-world liquor stores and wine shops decked out with signage for the show, and several major cities have hosted speakeasy-themed special events to tout the partnership of Boardwalk Empire and C.C.

There’s no doubt that the lure of the forbidden adds a spark to any experience. This is part of the magic of the Prohibition-era setting, when alcohol was sipped surreptitiously. Like many a taboo, this association could add a shot of sparkle to the C.C. brand. Chase it down with the sexy sepia glow of nostalgia for added luster. Now considered a well whiskey rather than a gentleman’s choice, C.C  was both more popular and a classier selection in the ’20s. By associating today’s C.C. with the brand’s glory days, it could climb back towards the top.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
Highlighting the Present—and Future—of Branding in Latin America and Iberia