2014 Brandcameo Product Placement Awards

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Can the NFL Do For Quaker What It Did For Prime-Time TV?

Posted by Dale Buss on September 4, 2012 05:41 PM

Can football heroes do for Quaker Oats what rocket men couldn't? PepsiCo has added its Quaker and Tropicana brands to the stable of products covered by its big partnership with the National Football League, and for Quaker, which is partnering with the kid-oriented NFL Play 60, the tie-in couldn't have come too soon.

PepsiCo is kicking off the new NFL season, the first of its new 10-year deal with the league which includes a return to Super Bowl advertising, by deploying more NFL-themed displays than ever before and by highlighting its traditional blue-can Pepsi more than ever. The $2.3-billion deal, one of the largest sponsorships in U.S. sports history, involves the new brands as well as the original Pepsi, Gatorade and Frito-Lay brands.Continue reading...

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Shark Week at 25: Watch VW's Beetle Shark Cage Underwater Test Drive (VIDEO)

Posted by Shirley Brady on August 15, 2012 02:03 PM

The 25th anniversary of Shark Week has sparked an early feeding frenzy on social TV check-in app GetGlue, while Discovery Channel has created a host of digital tie-ins (games!) to keep viewers chomping at the bit. Sharp sponsors such as VW are also getting in on the fun, creating a shark cage to promote the 2013 Beetle. Watch its one-minute stunt above, follow along on Twitter, and tune in starting Sunday night.

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BMW and Toyota Collaboration More Than Just Sports Cars

Posted by Dale Buss on July 2, 2012 09:56 AM

The brand DNA of Toyota and BMW couldn't be more different — the first, the epitome of stodgy and reliable automotive transportation; the second, the Ultimate Driving Machine.

Even so, the two brands got together on Friday to announce that they will jointly develop sports cars, among other collaborations. The two companies, unveiling their plans at a press event in Munich, provided few details of the vehicles they expect to result. Industry observers predict the cars will be "high-performance, high-tech and green," as Edmunds.com senior analyst Michelle Krebs put it.

"I get so excited thinking about the cars that will result from this relationship," Akio Toyoda, CEO of Toyota, said at the press conference. BMW Board Chairman Norbert Reithofer hinted at the bigger upside for the partnership — the development of low-carbon vehicle technology — with his statement, "I am the one most looking forward to a sports car that is environmentally friendly and truly excites car fans around the world."Continue reading...

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AB InBev Buys Modelo for $20B to Make Corona and Budweiser Flagship Brands

Posted by Mark J. Miller on June 29, 2012 04:56 PM

Anheuser-Busch InBev already owned half of Mexican Grupo Modelo but the world’s biggest brewer apparently needs to keep consuming all in its sight. InBev shelled out $20.1 billion to grab the other half of the brewer of such beers as Corona and Modelo and stake its claim to the growing Mexican market. The name of the website it set up to announce the deal says it all: GlobalBeerLeader.com.

It's a huge purchase, to be sure, but AB InBev sees the upside in the company as a whole and its Corona brand specifically. Modelo “is Mexico's biggest brewer with a 50 percent-plus market share in a virtual duopoly with Heineken's FEMSA Cerveza in the world's fourth most-profitable beer market,” Reuters reports. “Corona is the biggest imported beer in the lucrative U.S. market.” InBev shelled out so much dough partly because Modelo stakeholders had no real incentive to sell.Continue reading...

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Black Media Brands Issue #INTHEBLACK Wake-Up Call to Advertisers

Posted by Sheila Shayon on June 26, 2012 02:04 PM

In an historic and formidable alliance formed by America's Cable Advertising Bureau, a consortium of TV networks, print, radio, digital and media brands and individuals are joining forces to educate marketers about the buying power and "the new realities" of the Black consumer market.

The CAB has pulled together a who's who of black media for its 23 charter members: BET Networks, HuffPost BlackVoices, Black Enterprise, Burrell Communications, Essence Communications, GlobalHue, Inner City Broadcasting Corporation, KJLH Radio, Johnson Publishing Company, National Association of Black Owned Broadcasters, Nielsen, North Star Group, National Newspaper Publishers Association, One Solution, Radio One, TV One, Interactive One, Reach Media, Steve Harvey Radio, TheGrio, The Root, The Africa Channel, UniWorld Group, Vibe Media plus Walton Isaacson to create America's first black media and marketing consortium, #INTHEBLACK.

Using a Twitter hashtag as its name is a catchier hook than the group's more SEO-friendly alternative name (Reaching Black Consumers). The initiative launched Monday with a microsite and an ad in the business section of the New York Times and trade magazines such as Adweek and Broadcasting & Cable, as well as ads across of the consortium's media member outlets. The goal, they stated, is "to encourage increased investments in the African American consumer marketplace while helping companies reach the African American audience more effectively."Continue reading...

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Walgreens and Boots Join Brands to Create Global Pharmacy Giant

Posted by Dale Buss on June 19, 2012 04:04 PM

Walgreen Co, the largest drugstore company in the U.S., has gone transcontinental with its acquisition of a 45-percent stake in Boots, the U.K.-based drug-store giant, for $6.7 billion.

The two companies also are looking to a full merger in three years for further $9.5 billion, plus the assumption of Boots' then-outstanding debt. Combined they'll have 11,000 stores in 12 countries, prompting Walgreen's press release headline, "Walgreens and Alliance Boots Form Strategic Partnership to Create the First Global Pharmacy-Led, Health and Wellbeing Enterprise."

The deal represents another in a growing string of incursions by relatively healthy American companies into an ailing European economic scene, to the tune of about $43 billion overall so far this year. Alliance Boots Executive Chairman Stefano Pessina, meanwhile, has finally struck the big deal he was seeking in order to "transform" the business and future of becoming a global healthcare leader.Continue reading...

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What Would Batman Have Driven in the Early Years? A Chrysler 300, Of Course

Posted by Dale Buss on June 18, 2012 12:52 PM

Chrysler is still a brand that seems to be comfortable with a dark and brooding urban presence, as exemplified in its "Imported From Detroit" campaign. But increasingly, the city it's representing isn't just Detroit. And now it's Gotham City — as in the New York of fables in the Batman comic-book and movie series.

For the July 20th release of The Dark Knight Rises, the final piece of the Warner Bros. prequel trilogy, Chrysler has launched an "Imported from Gotham City" contest that allows fans to help create an original co-branded TV spot featuring Chrysler and Batman. 

The Dark Knight Rises Director/Producer/Writer Christopher Nolan will select the winning ad, which will debut on TV to help promote the release of the film, and welcome the winner to the red carpet at the movie's NYC premiere.Continue reading...

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H&M Taps Maison Martin Margiela for Unconventional Collaboration

Posted by Shirley Brady on June 12, 2012 01:13 PM

H&M has announced its latest designer collaboration: the French fashion house Maison Martin Margiela, which is sharing its "unconventional fashion framework" with H&M customers in selected stores worldwide on November 15th. The co-branded capsule collection includes a women's line and, below, menswear.Continue reading...

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