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campaigns

What the L? Staples Hopes to Make More Happen with Emphasis On Broad Inventory

Posted by Mark J. Miller on January 2, 2014 03:12 PM

Staples wants customers to know that it isn't all just work, work, work. Well, it might be all work, but the office supply retailer has set out on a new campaign to show consumers that is stocks products for all kinds of work places, from doctors offices to retailers. 

The brand has been adding thousands of products in order to boost its position as the second largest online retailer in the world. It now carries everything a wide variety of workspaces might need, from stethoscopes to mannequins. Along with the addition of products comes a new marketing campaign, “Make More Happen,” with a memorable (or make that "memorab e") tagline.

The cornerstone of the new campaign, which aims to show how Staples sells more than "just" office supplies, is a campaign that removes the "L" from its name, including on store signage, to make consumers stop in their tracks and rethink the brand.Continue reading...

campaigns

Pantene 'Equality' Ad Goes Global, Splitting Hairs Amongst Feminists

Posted by Sheila Shayon on December 17, 2013 08:20 PM

Pantene is doing its part to capture lighting in a bottle (er, shampoo) after a local Philippines TV ad garnered global attention thanks to a certain bigwig at Facebook 'leaning-in.' 

After garnering support for its message of feminism from Facebook COO Sheryl Sandberg—author and leader of the Lean In movement—Pantene has decided to expand the campaign beyond the island nation. The video, Labels Against Women, has already earned over 8.2 million views on YouTube after Sandberg called it "one of the most powerful videos I have seen illustrating how when men and women do the same things they are seen in completely different ways."

The ad “makes a powerful statement about the way career women are regarded in society—as bossy, aggressive and neglectful of their families" the UK's Guardian notes. “In contrast the male figure is depicted as powerful, dedicated and successful.”

P&G is reportedly buying ads in the US on YouTube, Twitter, Facebook and others, including Pantene's websites worldwide, where its "Be Strong & Shine" campaign adds a #ShineStrong hashtag to the video's original, #WhipIt. It's all good news for Pantene, which has been losing market share in the US but has retained its global haircare title with $3 billion in sales.

But not everyone is enamored with Pantene's 'feminist' message—especially women.Continue reading...

campaigns

Airbnb Users Are Free as Birds in New Ad Campaign

Posted by Mark J. Miller on December 16, 2013 01:42 PM

After five years of setting up travelers in temporary digs around the world, Airbnb is launching itself into the big time with its first coordinated national advertising campaign, which is reportedly costing $2 million. 

The ads use birds and birdhouses as a metaphor for its services, the New York Times reports, which requires rental providers to pay a transaction fee to the service. And while birds likely don't have to shell out for their stop-offs, they do likely visit a number of 'houses' in their travels. As of this year, Airbnb has over 500,000 properties listed for rent from 350,000 hosts in 192 countries and over 34,000 cities. As a comparison, that is more bedrooms than the InterContinental Hotels Group and Marriott International have combined, according to the Times

“The business has gotten to be this size through word of mouth, and our growth plans are significant,” Amy Curtis-McIntyre, chief marketing officer of Airbnb, told the Times. “We are building a meaningful presence in Asia in 2014, and a deeper presence in Europe and South America, specifically Brazil. Our business mandate is to build greater awareness faster, to keep the growth trajectory.”Continue reading...

campaigns

Gap Gets Praise for Culturally-Inclusive Holiday Campaign

Posted by Sheila Shayon on November 18, 2013 11:12 AM

Gap has put its own spin on holiday cheer with this year's #MakeLove campaign featuring artists and activists who are making a difference in the world.

The retailer has received praise for featuring a diverse group of personalities in its print and digital adverts, from rapper Q-Tip to artist and civil rights icon Harry Belafonte, and music celebebrities including Tony Bennett, Kenna, Cyndi Lauper and Billy Porter. It has especially received attention for featuring the face of Indian-American designer and actor Waris Ahluwalia in all 866 Gap retail stores in the US, online and on social media, in which he wears a traditional Sikh turban.

Ahluwalia has become one of the most prominent Sikh celebrities in America through his House of Waris line and appearances in films such as Wes Anderson’s The Life Aquatic and Spike Lee’s Inside Man.

Consumers have reacted positively to the inclusive campaign on social media:Continue reading...

campaigns

Visa Offers Up a Game of Catch with Drew Brees in Latest Fantasy Installment

Posted by Mark J. Miller on November 14, 2013 11:57 AM

Visa is taking its #MyFootballFantasy campaign one step further by letting fans indulge in an NFL fantasy right on their mobile device.

The campaign, which previously saw San Francisco 49ers coach Jim Harbaugh coach a little league practice, has continued to ask fans to tweet their football fantasies and has introduced a new commercial featuring New Orleans Saints quarterback Drew Brees. But now, with the help a dual-screen approach, fans can virtually play catch with Brees.Continue reading...

campaigns

Roku Goes Big on Self-Gifting for Holiday Campaign

Posted by Mark J. Miller on November 12, 2013 05:58 PM

So much for the season of giving. According to the US National Retail Federation, more than half of "holiday shoppers plan to spend an average of nearly $140 on 'self gifts,'" and brands like Roku are hoping that streaming services will be at the top of their list. 

Set-top box maker Roku is upping the ante with a $12 million “Now This is TV” holiday ad campaign to keep pace with competitors like Netflix, HBO Go, Hulu, Xbox One, Google's Chromecast and Apple TV. The effort eclipses Roku's entire 2012 marketing budget, but with Netflix and Amazon pushing out original series on top of offering expansive video libraries, Roku hopes the ad effort will bring attention back to its broad content library as a "key differentiator," Ad Age reports.  

As popular as Roku's set-top boxes are, there is plenty of competition. Apple has reportedly sold more of its set-top boxes than Roku, and Google's Chromecast offers a pared-down, more affordable version of Roku's services, but it seems consumers still prefer the little black box. In a report from Parks Associates, 37 percent of respondents who had streaming video said they primarily used Roku while only 24 percent said Apple TV was their first choice.Continue reading...

campaigns

Coke Puts Its Best Foot Forward in World Cup Promotion

Posted by Mark J. Miller on November 12, 2013 11:07 AM

The kickoff of the 2014 FIFA World Cup in Brazil won’t take place until June 12, but Coca-Cola is already in the spirit of the beautiful game thanks to its “Under the Crown” campaign, which follows the globetrotting World Cup trophy. 

The brand brought former Manchester United player Dwight Yorke and singer David Correy (who is the voice of Coke’s World Cup anthem, “The World is Ours) to Haiti on the Cup's latest tour stop. It will continue on to Kathmandu, Nepal on Dec. 2, when Coke will offer three fans the chance to fly to Nepal on the official FIFA World Cup Trophy Tour plane.  

Another World Cup sponsor, Adidas, is busy doing its own promo tour for its new Samba soccer cleats, designed to reflect the colors and culture of Brazil's Carnivale. The brand has already got a laundry list of top soccer players sporting the new cleats, including Leo Messi in a new ad for the line.Continue reading...

campaigns

NESCAFE Refreshes Dolce Gusto Brand With "Live With Gusto" Campaign

Posted by Sheila Shayon on November 11, 2013 11:26 AM

Celebrating its 75th anniversary this year, NESCAFÉ has something to crow about indeed as it’s the most popular coffee brand in the world, with more than 4,500 cups consumed every second.

The Nestle-owned brand has "regained momentum" this year and in Europe is outperforming the market, according to CEO Paul Bulcke, commenting on on sales over the last nine months. It's now turning to NESCAFÉ Dolce Gusto with a refreshed visual identity and new tagline, “Live With Gusto,” to celebrate its line of single-serve coffee machines now sold in more than 60 countries.

The multimillion-dollar campaign includes print and online ads, an infomercial with new ambassador, Mario Lopez, a website refresh, and social media engagement on Facebook, Twitter, Instagram, Pinterest and Google Plus, all showcasing "#DolceGusto" as a lifestyle choice.Continue reading...

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