P&G Set to Claim Gold in Sochi with Latest 'Thank You, Mom' Olympic Campaign

Posted by Sheila Shayon on January 6, 2014 12:42 PM

Procter & Gamble spends billions of dollars advertising its arsenal of brands, from Tide, Bounty and Charmin to CoverGirl and Pantene and Olay. But the consumer packaged goods giant also spends a great deal marketing its products' relationships with consumers—especially moms. And so ahead of the 2014 Winter Olympics in Sochi, the CPG brand has revived its "Thank You, Mom" campaign in all its Olympic glory.  

“Pick Them Back Up” continues the theme set in 2012 for the London Games, which featured “The Best Job,” that garnered over 21 million views. This year's spot focuses on the physical transitions of childhood, from just learning how to walk to going on to ice skate, snowboard and play hockey—all with mom's watchful eye there to dust off and make better any bruises. 

According to Ace Metrix, which scored every nationally airing US Olympic ad leading up to and during the 2012 London Games, P&G's "Thank You, Mom" campaign came out a clear winner, with three versions of the "Best Job" spot making the top 10 list, as well as an ad for its Bounty brand. 

"We are particularly interested in the data regarding the vital emotional elements associated with the Olympics,” said Peter Daboll, CEO of Ace Metrix, at the time. “Understanding how the emotion of such a global event relates to the rational consumer processing that accompanies the vast majority of advertising will be fascinating."

And so far, based on social reactions, P&G is set to make another heart-warming landing into the minds of consumers with this year's encouraging spot.Continue reading...


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...


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...


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...


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...


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...


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...


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...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
Brands and the pursuit of excellence