branding together

ConAgra, P&G Put Rivalries Aside To Fight Childhood Hunger

Posted by Dale Buss on March 12, 2014 11:47 AM

ConAgra and Procter & Gamble are setting down the longtime rivalries of the companies and their brands these days for a special campaign aimed at fighting the surprising and stubborn prevalence of childhood hunger in America.

In the Childhood Hunger Ends Here campaign, the CPG giants are joining forces to support a campaign that ConAgra began in 2010 to highlight the problem of the nearly 16 million children who are said to be living in "food-insecure" households in America. The effort will donate up to 7 million meals.

"We can make joint calls on retailers, and that helps retailers look at it as a bigger, more powerful program," Brett Groom, senior vice president for content integration and activation at ConAgra, told the New York Times. "We certainly hope to build this into a multi-year relationship."Continue reading...

branding together

Brand Bites: Watch IFC's Portlandia Skewer Anti-Corporate Art

Posted by Abe Sauer on March 3, 2014 03:39 PM

"Since the 50s, one common target about making a statement has been McDonald's. Ronald McDonald plus something violent and crazy like money equals… shock."

So begins the excellent takedown of anti-corporate art from IFC TV series Portlandia. It's just the latest brand integration from the product placement-friendly satire series. In fact, the show has re-teamed with Geico on its latest storyline that kicked off the first episode of the show's fourth season last week.Continue reading...

branding together

Financial Brands Continue Love Affair With Sports Sponsorships

Posted by Mark J. Miller on November 11, 2013 02:18 PM

Financial services brands and sports go hand in hand (case in point: the Barclays Premier League). So it comes as no surprise that according to the most recent Sponsorium report, which tracks sponsorship and community investment dollars across the globe, financial companies this year have seen an average of “9% higher requested amounts for philanthropic donations than non-Financial industry brands” — and that the majority of those sponsorship requests are for sports.

According to the report, the “Financial industry’s sponsorship activity is focused primarily in Sports,” which makes up 52% of the sponsorship dollars the Financial industry spends. Arts came in second when it came to the industry’s sponsorship dollars, making that category “roughly 30% more popular than their global average for all industries.” When it comes to donations between $10,000 and $500,000, banks and other “financial brands are both asked for and are making larger-sized donations/grants than brands from other industries.”Continue reading...

branding together

Amazon Seven-Day Delivery Plan Boosts USPS Over UPS and FedEx

Posted by Mark J. Miller on November 11, 2013 10:18 AM

Can Amazon save the United States Postal Service? Well, no, but it can make the long-suffering government agency do something nobody could have possibly predicted—work on Sundays.

Starting this week, the USPS will deliver Amazon's packages on Sundays in the New York and Los Angeles metropolitan areas. The move comes ahead of the busiest holiday season, and as the USPS would end up eliminating Saturday delivery in order to save billions of dollars annually.

Now Amazon has worked out a deal with the US Postal Service, which lost nearly $16 billion last year, for the agency to use flexible scheduling with its current employees to get its goods to customers, according to a press release.

It’s a pretty sweet deal for Amazon Prime customers since UPS and FedEx don't deliver on Sundays. Amazon's plan is that the Sunday-delivery option will be introduced to Dallas, Phoenix, New Orleans, and other cities next year and be available throughout the whole year, not just at the holidays.Continue reading...

branding together

Google, Politico, Tory Burch Foundation Team for Lean In-Esque Women Rule Initiative

Posted by Sheila Shayon on July 31, 2013 01:54 PM

After fumbling with that glass ceiling all too long, women are starting to gain some serious support among business and tech companies. 

Google, Politico and the Tory Burch Foundation have announced a partnership to create Women Rule, a programming and event series that highlights female leaders, their experiences and their advice to their female peers. 

The initiative will produce a four-part series in Washington, D.C., to be streamed online via a Women Rule media hub that will also sell Women Rule apparel, with the proceeds going to charities, including the Tory Burch Foundation.Continue reading...

branding together

Starbucks Teams Up with Danone to Launch Evolution Fresh Yogurt Brand

Posted by Dale Buss on July 24, 2013 01:52 PM

Once mundane, the suddenly sexy US yogurt business is attracting more big players that used to have nothing to do with the formerly sleepy category. The latest: Starbucks, which has formed a strategic partnership with Groupe Danone to market a new, exclusive line of Greek-style yogurt parfaits in Starbucks stores and grocery channels.

PepsiCo was the latest big non-yogurt brand to jump into a category that has become thorougly energized lately by the success of Greek yogurts, led by startup Chobani. PepsiCo hooked up with Germany's Muller brand to introduce a new US line this year.

For Starbucks, the leap into yogurt with the Paris-based parent of Dannon USA represents just the latest broadening of its product lines and distribution channels, which also have included picking up a baked-goods brand, Le Boulange, and tea-based interests such as the Teavana chain.Continue reading...

branding together

Beech-Nut, Goya Co-Brand Baby Food to Woo US Hispanics

Posted by Dale Buss on July 15, 2013 06:01 PM

Goya and Beech-Nut are hoping that a partnership will yield big results from the confluence of three trends: the growing Hispanic population in the US, the proliferation of food products aimed specifically at that demographic, and the rising interest of mainstream global CPG companies in exploiting the other two trends.

The two companies are expanding the availability of a co-branded line of baby food, called Beech-Nut Goya, that launched in April. The baby-food range is being promoted as "Authentic Hispanic flavors made especially for your baby" as it rolls out to stores across America, according to Ad Age. With Hispanics now accounting for one-fourth of all US births as the fertility rates and birth numbers of other major American demographic groups wane, the co-branded line makes sense for both brands.

The baby-food market has been getting a lot of attention lately from non-traditional but major CPG players, including Campbell Soup, which just bought Plum Organics and its baby- and toddler-food lines, and Groupe Danone, the Paris-based maker of yogurt, which at about the same time bought Happy Family, another organic-baby-food startup.Continue reading...

branding together

Nissan Partners with YouTube, Gibson for Brand Extensions

Posted by Sheila Shayon on March 26, 2013 07:43 PM

Car brands are busy expanding beyond the average sedan, and now Nissan is the latest to launch brand partnerships that will help sink the Nissan name deeper into consumers' sub-conscious. 

The Japanese car manufacturer just launched Nismo.TV on YouTube, part of the brand’s major global motorsport content push. Nismo.TV gives viewers a behind-the-scenes look at branded products and breaking motorsport stories such as Nissan’s experimental Le Mans electric prototype and gamer-to-racer GT Academy.

The collaboration will showcase YouTube branding across the cars of Nismo’s drivers as they compete in big-name racing events in Europe such as Blancpain Endurance and LeMans Series, as well as GT Academy winners who’ve graduated from PlayStation games to real-world racing.Continue reading...

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