Posted by Barry Silverstein on April 13, 2011 02:00 PM
The world's second largest food company (annual revenues of about $49 billion) is home to eleven billion-dollar iconic brands: Cadbury, Jacobs, Kraft Macaroni and Cheese, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, and Trident.
But what about Kraft's smaller brands, at risk of being sent to the glue factory because of flagging consumer interest or meager ad budgets?Continue reading...
Posted by Shirley Brady on April 8, 2011 09:30 AM
Remember "Nothing beats a great pair of L’eggs"? The hosiery line is making a comeback, with a new marketing campaign and its first national television ads in more than 14 years and a new tagline: “You’re in luck. You’re in L’eggs.”
“We want to stay true to our brand positioning and personality — fun and kind of flirty,” Angela Hawkins of Hanesbrands tells the New York Times of the campaign, which is aimed at women 18-34.Continue reading...
Posted by Abe Sauer on April 7, 2011 11:00 AM
When Tron: Legacy was released in December, the product tie-in that drew all the attention was for Ducati. It's a product placement the Italian motorcycle maker told us was unpaid, but highly valuable.
Now, the release of Tron: Legacy on DVD introduces a whole new marketing tie-in. This time for… Commodore 64?! That's right — Disney is helping promote the relaunch of the Commodore and Amiga brands, with the relaunched computers going on sale the same day (April 5th) as the DVD went on sale.Continue reading...
Posted by Shirley Brady on March 17, 2011 03:30 PM
Here's the first official look at the new T-Mobile Sidekick 4G by Samsung. According to T-Mobile's website, the Android-powered smartphone "pays tribute to its heritage with its stylish good looks and a killer keyboard while redefining messaging and upgrading to 4G speeds."
Posted by Shirley Brady on February 23, 2011 02:00 PM
With its men's and women's autumn/winter 2011 runway shows and New York Fashion Week out of the way, Calvin Klein is turning its attention to reviving one of its older sub-brands. On March 1st, it will relaunch ck one (introduced in 1994 with a unisex fragrance) as a broader lifestyle brand.
It will expand from perfume to include jeans and underwear — which model Lara Stone gives a glimpse of in a teaser spot, above, shot by another icon of the era: photographer Steven Meisel.Continue reading...
Posted by Shirley Brady on January 28, 2011 01:00 PM
Stop your sobbing, Saab fans — the brand's back, and wants your forgiveness — and input.
Sweden's troubled automaker this week kicked off "The Story of Saab," a multimedia, multi-faceted national advertising campaign in North America that includes ads written by Saab fans.
The brand is staging its comeback with print ads (such as the one above) in the Wall Street Journal, online outreach (particularly on Saab's Facebook page, where it passed 50,000 fans in December), and a TV campaign that breaks Jan. 31.Continue reading...
Posted by Barry Silverstein on January 14, 2011 10:00 AM
Celebrities, it seems, have the ultimate staying power: Some of them make more money dead than alive.
As we reported in October, the Forbes annual list of top-earning dead celebrities revealed a posthumous windfall for Michael Jackson, number one on the 2010 list, whose estate earned $275 million. Marilyn Monroe didn't place in the top ten on the list, but Jamie Salter is out to change that.
Salter, whose firm Authentic Brands Group owns the rights to market Bob Marley-branded merchandise, is acquiring the rights to the Marilyn Monroe name. Anna Strasberg, wife of the late Lee Strasberg (Monroe's mentor and acting coach), will continue her involvement as a minority partner in the joint venture.
According to Bloomberg, Authentic Brands Group will sell makeup, lingerie, and other Marilyn Monroe-branded products. And (say it isn't so), the firm is pitching a reality show called Who is The Next Face of Marilyn?, featuring contestants competing to represent the movie star's brand.Continue reading...
Posted by Sheila Shayon on December 14, 2010 03:00 PM
Disco balls aren't the only 80's relics that are hip again.
In your holiday shopping this season you may have run across Sony's revived version of its iconic Walkman, now restyled in digital and called the Walkman E series.
Having killed the Walkman's personal cassette iteration this year, Sony has been promoting the new digi-Walkman with an experiential marketing tour that brings "studio" booths to shopping malls in an effort to woo younger music fans.Continue reading...