campaigns

Heineken Thinks Global, Acts Local in New Campaign

Posted by Mark J. Miller on May 12, 2014 10:49 AM

Heineken is boosting its global profile by going local in its new marketing campaign, "Cities of the World." 

Six limited-edition bottles, each featuring different cities including New York, Shanghai, Berlin, Amsterdam, London and Rio de Janeiro, will be produced to coincide with the campaign's "local activity in more than 100 countries, starting with the US," and will be available globally. 

The campaign's two-minute ad is the seventh installment of the brand's "The Legend" series and follows a man on his adventure to find the woman of his dreams in a mysterious city.Continue reading...

campaigns

Lean In, Girl Scouts Recuit Heavy Hitters for Female Empowerment Campaign

Posted by Sheila Shayon on March 11, 2014 05:42 PM

Despite pursuing some questionable partnerships lately, the Girl Scouts of America seem to be back on track after teaming up with Sheryl Sandberg's Lean In to promote a public service campaign to encourage leadership and achievement in girls. 

The service organizations are hitting the road—and the airwaves—to push its "Ban Bossy" campaign, a message in line with Sandberg's Lean In movement that encourages women to pursue their personal and professional goals. 

“Starting at a surprisingly young age, girls are discouraged from leading. When a little boy asserts himself, he is called a 'leader.' Yet when a little girl does the same, she risks being branded 'bossy'—a precursor to words like 'aggressive,' 'angry' and 'too ambitious' that are often used to describe strong female leaders," a press release for the campaign states. “It's no wonder that by middle school, girls are less interested in leadership roles than boys, a trend that continues into adulthood and reduces the ranks of women at the top of organizations everywhere.”Continue reading...

campaigns

Spray it Forward: Kenneth Cole Taps Google Glass for Good Deeds Campaign

Posted by Sheila Shayon on March 5, 2014 03:55 PM

Combining wearable tech, a modern "stand-up" guy and a pay-it-forward ethos, Kenneth Cole's "Man Up for Mankind Challenge" asks men to perform a "gentlemanly deed" every day for the next three weeks—21 Days, 21 Deeds—in return for eligibility to win a Mankind toolkit valued at $1,000.

While Diane Von Furstenberg was the first fashion designer to put Google Glass on the runway, as she did during her New York Fashion Week show in 2012, Kenneth Cole is aiming to be Google Glass fashion pioneer of another sort, but featuring the app in a campaign for its new Mankind fragrance. (L'Oreal, meanwhile, is using the device internally, as a teaching tool for its network of stylists.)

Once Kenneth Cole's augmented reality app is downloaded, users of the geek chic wearable computer will receive an alert in their viewfinder with a reminder of that day's deed, such as the gentlemanly “offer to carry a lady’s bag,” “buy a stranger a coffee,” or “donate old clothes to a local shelter.”

They're being encouraged to snap and share photos of themselves in action on a dedicated site and to tweet their deeds during the three-week challenge with the hashtag #manupformankind. Non-Glass wearers can participate using a smartphone or digital camera, too.Continue reading...

campaigns

MillerCoors Slaps on Some Facial Hair to Sell Hard Cider to Manly Men

Posted by Mark J. Miller on March 5, 2014 12:53 PM

MillerCoors got a shout-out during the Oscars when Best Actor winner Matthew McConaughey said that his deceased dad was likely up in heaven dancing in his underwear and sipping a Miller Lite in celebration of his big win. 

The brand didn't do much with the free publicity, but that's probably because it's preoccupied marketing its new Smith & Forge Hard Cider brand. According to Ad Age, MillerCoors plans to inject a little more testosterone into a category that grew nearly 100 percent in the last year to $220.7 million.

While the category may be seeing a lot of growth, hard cider isn't considered the most manly alcoholic beverage, as it tends to be favored by women as a beer alternative. So MillerCoors has set out to bulk up cider's clout with manly men, having brand spokesman Jonathan Banks “giving interviews about the brand to men-targeted publications."Continue reading...

campaigns

Apple Looks to Connect the Dots for 5C Sales with Tumblr Campaign

Posted by Sheila Shayon on March 3, 2014 04:12 PM

Apple, which traditionally has kept its distance from social media, has launched a campaign for the iPhone 5C on Tumblr. 

The campaign, built around the tagline "Every color has a story," featured 15-second "colored" video ads (with a sixth in the works) in English, French and Spanish titled: "Porte de Lilas" (Gates of Paris), "Viva o Carnaval" (Live the Carnival), "Showtime," and "Enjoy the Show." 

Each video ad plays a different song and showcases the dots featured on the back of the iPhone 5C's official case and on iOS 7's dynamic wallpapers, with the dot effects forming into animations of rock concerts, carnivals, ice skating and more.Continue reading...

campaigns

Oakley Opens Doors to Design Inspiration in New Global Campaign

Posted by Mark J. Miller on February 28, 2014 12:52 PM

While Oakley has been around since 1975, the secretive accessories brand has never ran a global marketing campaign—until now.

The company's "Disruptive by Design" campaign puts a hard focus on the high-quality design that supports the Oakley brand. The campaign aims to show the "inner sanctum where its products have been mysteriously designed, in the hope of joining the ranks of high-flying sports performance brands like Red Bull and Nike," Adweek notes

"Disruption has always been core to our DNA and for the first time, we are giving insight into our practices," said Tom Cartmale, global brand communications director for Oakley.Continue reading...

campaigns

Lipton Hopes to Win at the Oscars with New Campaign Starring Muppets

Posted by Sheila Shayon on February 27, 2014 11:51 AM

Unilever is using this weekend's Oscars broadcast, aka the “Super Bowl for Women,” to break its new "unified" campaign for its Lipton hot and iced tea brand with a 60-second ad featuring the Muppets and the brand's new slogan, "Be More Tea." 

The 86th Academy Awards telecast will air this Sunday, and it’s no surprise that all ad inventory was sold-out months ago as the usual brand suspects step up to a price tag of $1.7 million to $1.8 million for a 30-second spot. On board are JCPenney, Johnson & Johnson, American Express, General Motors, Coldwell Banker, McDonald's, AARP, Mars, Pepsi, Samsung, Sprint and Unilever—which bought two spots, one for Dove and another for Lipton.

Teasing their Oscar campaign Super Bowl-style, Unilever published a 90-second spot on Wednesday to introduce consumers to the campaign.Continue reading...

campaigns

Pepsi Max Challenges UK Consumers with "Unbelievable" Billboard Campaign

Posted by Sheila Shayon on February 20, 2014 05:58 PM

Digital billboards in the UK are getting quite the workout lately. PepsiCo is just the latest brand to take advantage of the bright marketing mediums in a new campaign that projects Vine videos around the brand's Pepsi Max product.

The “Unbelievable" campaign invites British consumers to submit Vines of themselves doing something unbelievable, tagging their efforts with Pepsi's #LiveForNow hashtag. The campaign is a significant move for PepsiCo, a “media first” that signals a shift from campaigns led by television to digital as a driver.

The best Vines will be displayed across the Ocean Outdoor’s network of digital billboards in seven UK cities in the collaborative promotion from OMD, Talon Outdoor, AMV BBDO, Jaywing and Grand Visual. PepsiCo is also supporting the campaign with YouTube videos.Continue reading...

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