2014 Brandcameo Product Placement Awards

campaigns

Carnival Hopes to Jog Passengers' Positive Memories in New Cruise Campaign

Posted by Mark J. Miller on September 19, 2013 04:12 PM

More than 60 million people have stepped on the decks of Carnival Cruise Lines since the brand first set sail back in 1972. But this past February, a few thousand of those guests were stranded in the Gulf of Mexico as their fire-disabled ship floated aimlessly for days—with no electricity or working toilets. 

That fire capped off a series of cruise-line mishaps in recent years that have left seasoned seafarers and prospective passengers a bit skittish about venturing out onto the open seas on Carnival—or the host of other cruise lines that have had issues, according to a Harris Interactive poll. Of those who had been on cruises before, 53 percent said the trips were worry-free, but only 25 percent of those who’d never cruised used that phrase to describe what they thought the experience would be like. Almost 60 percent percent of the never-cruised crowd told Harris that they are less likely to book a cruise now than a year earlier.

That's not good news for the cruise industry, but Carnival has been hard at work fighting its own PR battle. The company, at least, has launched a plan of attack to gain back some of the customers it scared away.Continue reading...

campaigns

Absolut Hopes to Inspire Fans with Creative New Campaign

Posted by Mark J. Miller on September 16, 2013 07:22 PM

For decades, Absolut’s ad campaigns have been all about transformations, turning the iconic bottle into an Adirondack chair, a tiara, and a funky Southwestern piece of art, among a slew of other things. But the brand’s newest ad campaign isn’t about how its bottle can be transformed, but how art can help Millennials transform not just themselves but also the world around them.

Young adults can "break free from the idea that anything is predetermined and take control of their future," said Absolut VP of Global Marketing Jonas Tahlin, according to MediaPost. "Absolut has always tapped into the transformative power of art, but...[with the new campaign], we’ll take a more active part in stimulating transformation and pushing the cultural scene forward.”Continue reading...

campaigns

FLOTUS, PHA Team Up for Plain and Simple Water Campaign

Posted by Sheila Shayon on September 13, 2013 03:58 PM

It’s a campaign so simple, with a product so pure, that the biggest challenge facing it may be keeping its marketing message equally simple.

The Drink Up campaign, formed through a partnership between First Lady Michelle Obama and Partnership for a Healthier America, hopes to encourage the public, especially kids, to drink more plain water. 

"Water is so basic, and because it is so plentiful, sometimes we just forget about it amid all the ads we watch on television and all the messages we receive every day about what to eat and drink," Obama said, according to The Huffington Post. "The truth is, water just gets drowned out."

Obama is an honorary chair of PHA, whom she previously partnered with on a music album about getting healthy. The campaign is a natural fit with her continued Let's Move initiative. The campaign will also be supported by a group of beverage partners that will carry the Drink Up logo on hundreds of millions of packs of bottled water and reusable bottles.Continue reading...

campaigns

Doritos 'Crash the Super Bowl' Campaign Goes Global with $1 Million Prize

Posted by Dale Buss on September 13, 2013 12:41 PM

Frito-Lay loves the response its "Crash the Super Bowl" crowdsourced ads get for Doritos when they run during the Big Game every year, but the brand isn't resting on its laurels. For Super Bowl XLVIII on February 2, the PepsiCo snack house is expanding the program in two important ways.

In its eighth year of the highly successful "Crash" campaign, Frito-Lay plans to open the contest to would-be commercial creators from around the world, all 46 national markets where the 70 varieties of Doritos are sold, eliminating its previous restriction to the United States. Since it began in 2007, the annual contest has invited only American consumers to create and submit 30-second homemade ads celebrating their love of Doritos.

And the ad with the most consumer votes online not only will run during the Super Bowl on Fox from Met Life Stadium but also will garner for the first time a huge cash prize for the creator: $1 million. Plus, that winner and the creator of the ad that Doritos selects as its favorite, which also will run during the game, will have the opportunity to work with Marvel Studios on the set of the next Avengers sequel.Continue reading...

campaigns

Coldwell Banker Launches Film Festival to Capture the Meaning of 'Home'

Posted by Mark J. Miller on September 9, 2013 05:51 PM

While real-estate brokers and insurance adjustors have tried-and-true, hard ways of evaluating the values of homes, that task is a bit more complicated when it's the opinion of the homeowner. 

US-based real estate brokerage Coldwell Banker knows it's hard to put a value on a a first home, where a child took their first steps or the place where a family shares dinner every night. With that, the firm launched its "Value of a Home" campaign in the US, but decided to take the concept global with an international film festival to showcase the meaning of 'home' from points around the world.Continue reading...

campaigns

Milka's Latest European Campaign is a Social Experiment in Giving

Posted by Sheila Shayon on September 4, 2013 07:15 PM

Can't spare a square? Swiss Chocolate brand Milka is using 13 million chocolate bars to promote a “Dare To Be Tender” campaign in France and Germany—the brand’s largest markets. But the campaign hopes to give back by taking away—a square of chocolate, that is. 

Created by Paris-based ad agency Buzzman, the campaign, which removes one square of chocolate from the traditional Milka bar, required an alteration to the entire manufacturing process. Each bar's packaging contains a special code that can be entered on a microsite where consumers can choose from two options: request the missing square for themselves, or enter a note and address for a recipient who will recieve the "last square" in the mail.Continue reading...

campaigns

Petco Puts Emphasis on Pet-Owner Relationship in New $15 Million Campaign

Posted by Barry Silverstein on September 4, 2013 12:45 PM

In the US, people love their pets. Three-quarters of American households include dogs, cats, and other animals. Pet owners share their love with some 218 million pets—not including fish. This year, consumer spending on pets is expected to reach $62 billion, almost a 5 percent increase over last year, according to MediaPost. 

Those numbers equate to big business for suppliers and companies that sell pet products. And now the pet store chain Petco is vying for a larger share of the market with a new brand campaign.

The problem Petco faces is a classic one: brand differentiation. Comparing Petco to its larger rival, PetSmart, is like comparing Pepsi to Coke. Both chains market to the same audience and, for the most part, what they sell is very similar. Consumers might not even be able to distinguish one store from the other.Continue reading...

campaigns

New York Lottery Reminds Winners to Stay Alive to Claim Their Prize

Posted by Mark J. Miller on September 3, 2013 02:53 PM

There have been plenty of stories of how terrible it can be to win the lottery, but that doesn’t stop millions of people from buying tickets every day in hopes of bringing home the big check.

New York Lottery’s latest ad campaign, created by DDB New York, make a play on the fact that anyone who wins the Win for Life game must stay alive in order to keep collecting their cash—and the people around them are willing to go to all lengths to make sure that happens.Continue reading...

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