Posted by Mark J. Miller on July 4, 2013 11:18 AM
To celebrate America’s 237th birthday, New Balance has a creative new series of online videos that very clearly drive home the fact that it is the only athletic-shoe manufacturer that actually makes many of its shoes in America.
The videos on the brand’s website and YouTube channel feature New Balance’s US factory workers competing against the supposed US factory workers of its competitors in such events as hot-dog eating, table tennis, air hockey, and one-on-none basketball. Since its competitors don’t actually have any US factory workers, New Balance crushes everyone in its path.Continue reading...
Posted by Dale Buss on June 27, 2013 10:41 AM
Thirty years after original charges of stomping out indigenous businesses were first levied against Walmart, the chain is still ticking off local retailers that have difficulty competing. Only nowadays, instead of small-town, independent hardware and apparel stores that couldn't hope to compare with Walmart's prices, it's grocery stores that are smarting from price comparisons with the giant.
The chain is continuing to gain market share in groceries and consumables, Advertising Age reported, in large part because of the hundreds of local market-basket price-comparison ads that it has been running in 70 metro markets across the country. The spots show actual grocery shoppers comparing actual receipts from competitive grocery chains to the prices they could have gotten at Walmart. Unhappy supermarket chains have tried but so far failed to besmirch the veracity of the ads.Continue reading...
Posted by Barry Silverstein on June 19, 2013 12:06 PM
Procter and Gamble is a gargantuan global force in branding, with such names as Bounty, Cover Girl, Dawn, Gillette, Pampers, Scope and Tide in its brand portfolio. So why not take over the biggest media city in the world?
In what P&G calls "the largest consumer event in the company's 175 year history," New York City is being blitzed on June 19 with 25 P&G brands as part of "The Everyday Effect," a new campaign. Throughout the city, P&G will distribute more than 40,000 products at strategically timed moments. The company will offer free Scope mouthwash samples to coffee drinkers, Febreze car vent clips to taxi drivers, and Iams dog treats to people walking their dogs.Continue reading...
Posted by Sheila Shayon on June 12, 2013 05:52 PM
Earlier this week at Apple's annual developer's conference, the brand made a point to play up its American roots, announcing that the newest operating system would be named Maverick, after a popular surf spot in California, while showcasing the new MacBook Pro, which is assembled in the US.
Keeping with the 'roots' theme, the brand launched its new ad campaign that plays on traditional brand themes and underscores Apple’s design philosophy, emphasized by the “Designed By Apple in California” tag that appears on almost every product. "We spend a lot of time on a few great things until every idea we touch enhances each life it touches," says the ad. "We sign our work. You may rarely look at it, but you'll always feel it. This is our signature. And it means everything."Continue reading...
Posted by Mark J. Miller on June 11, 2013 06:22 PM
Sports and beer seem to be inextricably linked in American culture. Miller64 is taking advantage of the relationship in a new campaign, Go64, in which it asks consumers to tell the world via Twitter and Facebook just how they are competing (and enjoying their post-game brews) this summer.
The campaign that encourages consumers to “Go out, Go play, #Go64,” has MillerCoors using a wide variety of networks, from posting images on Instagram to producing a six-part web series entitled “The Sub” featuring the brand. The series features big-name athletes who show up to help rec-league teams take on their biggest rivals. The first features NFL receiver Terrell Owens.Continue reading...
Posted by Mark J. Miller on June 4, 2013 11:40 AM
Velcro may be more than 50 years old, but it isn’t interested in an early retirement. Instead, it is looking for a little rejuvenation. To make it happen, the company is pushing its product in a new worldwide brand campaign that showcases how Velcro can be used in daily life, AdAge reports.
The campaign, which is using video, digital banners and social media, was cooked up by Boston agency Breakaway Innovation Group, which signed on with Velcro back in 2011. “We wanted to showcase all the amazing ways in which the product can be included into the daily lives of our consumers,” said Jurjen Jacobs, Velcro's VP-global marketing, according to AdAge.Continue reading...
Posted by Abe Sauer on June 3, 2013 10:52 AM
"This seems to be the only actual ad on reddit."
That was Reddit user pierce98's salient observation about the JanSport ad that appeared recently on the popular entertainment and social network site.
Partnering with bluesy jam band The Stone Foxes—both the band and brand call the San Francisco area home—JanSport created a tour diary titled "Get on the #REVCON." ( A "Revcon" is the brand name of a classic motorcoach, aka, a "recreational vehicle.") The campaign is in several YouTube episodes and also on Reddit.tv.Continue reading...
Posted by Sheila Shayon on May 31, 2013 06:32 PM
In the most literal brand extension of Coca-Cola’s "Share Happiness" campaign, Ogilvy France and Ogilvy Asia-Pacific partnered on a can that splits in half: Just twist, turn and share.
The Coke Social Can is specially designed so two people can share a soda in a totally germ-free way. "The Coke Sharing Can does twist into 2 cans from one—each with their own top to open," tweeted Kim Ball of Ogilvy & Mather France.
Coca-Cola has not revealed whether it’s a real product with a future or just a sweet promotion for its ongoing Share Happiness campaign that has seen vending machines rigged to give hugs, hand out flowers, conduct social experiments in China and even connect war-torn countries.
The brand has also run with the sharing theme in the U.K. offering a personalized Coke with 150 of the nation's most popular names, which was inspired by a pioneering 2011 campaign by Coca-Cola in Australia.