Posted by Dale Buss on April 17, 2012 04:08 PM
Ever heard of Beer Nuts? The brand of bar peanuts, redolent as it is of junk foods and calorie-laden alcoholic concoctions, is typical of male consumption of nuts.
But now Kraft has another approach in mind. Leveraging the increasingly understood association between nuts and health in a new way, the Planters brand has signed a deal to co-brand a nutritious nut mix with Men's Health magazine, as we noted here yesterday.
Planters Nut-rition Men's Health Recommended Mix has rolled out with an advertising campaign on the back cover of the May issue of the magazine and a TV spot (watch it below) that's now running on ESPN and other US cable networks.Continue reading...
Posted by Dale Buss on April 5, 2012 07:07 PM
Whether Chevy is running deep, running sure (with its new global Commonwealth ad agency) or running well (based on recent strong sales), one thing the brand isn't running is away from its traditional association with baseball as the official sponsor of Major League Baseball.
And so in this opening week of the 2012 MLB season, Chevy has reached back to 1974 to remind American baseball — and car — fans to make sure they remember that it's always been behind America's Pastime. New ads key in on the catchy jingle from the old ads, "Baseball, hot dogs, apple pie and Chevrolet," and put them in new voices.Continue reading...
Posted by Sheila Shayon on April 4, 2012 06:01 PM
Chris Pratt has the Force behind him in the above video promoting the new Kinect Star Wars game for Xbox 360.
The timing also inspired Pepsi's Brisk Iced Tea branding team to expand its recent Star Wars co-marketing push with a new promotion that gives players an Anakin Skywalker pod-racer as the new Kinect Star Wars game hits 7-Eleven stores this week, priced at $50.
Specially marked 1-liter bottles of Brisk now sport a Microsoft Tag bar code (or M-tag) that can be scanned with the Xbox 360's Kinect motion sensor. The partnership marks the first use of M-tags for a video game promotion, and the first test of the Microsoft mobile technology by a PepsiCo brand.Continue reading...
Posted by Mark J. Miller on March 20, 2012 09:58 AM
All you people drinking coffee in India should keep track of your cups. Drink enough of the stuff and you might earn yourself a free flight.
Indian Express reports that the country's top airline, Jet Airways, and #1 coffee chain, Barista Lavazza, have partnered up on a new loyalty program, JetPrivilege, that allows members to earn air miles from coffee purchase. For every 100 rupees spent, members earn five miles.
"Opportunities to engage with premium brands are of huge value to us,” said Jet chief commercial officer Sudheer Raghavan. “It means we can go above and beyond guest expectations, providing them with a number of value-added services. Given Jet's extensive route network and the high propensity of its guests to travel, it is a natural partner for a brand like Barista."
Barista has more than 160 cafes in India and also has locations in Sri Lanka, Bangladesh, Oman and the United Arab Emirates. "Partnering with Jet is part of the larger strategy that Barista wishes to follow with an aim to ensuring customer delight," Barista Lavazza chief operating officer Nilanjan Bhattacharya added. Now bring on the caffeine and start racking up miles!
Posted by Sheila Shayon on March 8, 2012 11:15 AM
American Express announced an innovative social media integration with Twitter this week, enabling US cardmembers to turn customized Twitter hashtags into savings via sync.americanexpress.com. Promoted with the tagline “Sync. Tweet. Save.” the social marketing promotion is the most direct use of Twitter to date by a brand that creates a real utility for customers: couponless savings loaded directly to their synced cards and automatically delivered in a credit statement.
“With Twitter, we’ve really hit the trifecta. We have a great platform in Twitter,” said Ed Gilligan, Vice Chairman, American Express. “We know our cardmembers are engaged in Twitter. We’ve been working with them to think about how can we help them move from conversations to commerce. To turn a tweet into a transaction.”
Brands trying out Amex Sync include Best Buy, McDonald’s, Whole Foods Market, 1-800-FLOWERS.COM, Century 21, The Cheesecake Factory, Dell, FedEx Office, FTD, Gulf, H&M, Seamless.com, Sports Authority, Ticketmaster, Virgin America and Zappos. They'll be closely watching the analytics on this test, with the Amex Synch API offering also supplying reports to merchants about customer spending, online and offline.
And if they're in Austin for SXSW on March 12th, they can celebrate at a concert featuring Jay-Z.Continue reading...
Posted by Dale Buss on February 20, 2012 02:55 PM
The actual introduction of the co-branded Doritos Locos Tacos may be a couple of weeks away from joining its menu nationwide, on March 8th, but Taco Bell is in need of a hit product launch. It's been only a year since the since-discredited lawsuit against Taco Bell's beef did its damage. And the brand's young-adult customer base is still struggling with unemployment doldrums.
So the chain has been gearing up its highly capable promotional machine far in advance for the new line that consists of Taco Bell fillings and shells made from Doritos, including a campaign on Twitter. While Taco Bell typically must make marketing mileage out of a new layer of cheese here or a different flavor of meat filling there, what's different this time is that the chain is able to co-brand with one of the biggest names in snacking. A clock on Taco Bell's website counts down the seconds until the magic date.Continue reading...
Posted by Shirley Brady on January 16, 2012 12:47 PM
Since signing a sponsorship deal in 2010, Reebok has sponsored the annual CrossFit Games — an elite competition for those addicted to CrossFit's punishingly tough workouts that push the body to the point of pain — and now it's rolling out a new collection of CrossFit shoes and apparel, which it's promoting on Twitter with a #reebokcrossfit hashtag.
The brand's description on its new commercial, above: "The Sport of Fitness has arrived. Fitness that's about retraining your body and rewiring your mind. This is about altering your definition of exercise. Reebok wants you to become part of a thriving community, where people are passionate about fitness. Where anyone, from world-class athletes to stay-at-home moms, can see drastic improvements and measurable results through hard work. This is a place where everyone you see, talk to, and sweat with becomes part of your fitness lifestyle. Welcome to the community Reebok has embraced. The CrossFit community. 3, 2, 1 ... GO."
For more, watch Reebok's 'making of' and intro to CrossFit videos below.Continue reading...
Posted by Michael Waltzer on January 13, 2012 03:05 PM
Returning with their "Love it Light" campaign, Diet Coke is releasing 3 new can designs in Europe and the UK while partnering with Benefit Cosmetics, the American beauty products brand. As show above, the cans will feature floral, zebra and houndstooth prints in female face profiles.
In a new commercial for the campaign (below), the three marionettes from Diet Coke UK's 2010 Love It Light campaign (Eleanor, Bernadette, and Irene) make their return — shown fighting for the last can of Diet Coke in the fridge by explaining why they each need it most.Continue reading...