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...

campaigns

Ron Burgundy Knew This Would Happen: Durango Sales, Consideration Soar

Posted by Dale Buss on November 5, 2013 03:53 PM

Ron Burgundy always knew he was made of potent stuff. Now Dodge's marketing moves and brand metrics are affirming the self-confidence of the Will Ferrell character from Anchorman—the star of the current series of TV and video ads for the Dodge Durango SUV and the returning star of the Anchorman 2 sequel that is due out from Paramount Pictures in December.

Dodge now is breaking out two new TV ads that feature Ferrell pitching the entire Dodge auto lineup—Dart, Durango, Charger and Challenger—as well as Durango, Marketing Daily reported. That's an aspect of the campaign the brand didn't previously report. And it still has most of 70 videos in the can with the Burgundy character riffing about Dodge, Durango, horsepower and all sorts of other things.

In the new ads, Ferrell's anchorman remains clueless, at points pronouncing "Dodge" as "Yodge," for instance, the publication reported. Two new spots also have come out with Ferrell promoting Durango per se.Continue reading...

campaigns

Nestle Fitness Breast Cancer Campaign Tweets to Save the Tatas

Posted by Sheila Shayon on October 25, 2013 12:35 PM

If this is what Apple meant by "wearable tech," then they might be on to something.

Nestlé Fitness is promoting breast cancer awareness with the latest in social undergarments: the Tweeting Bra. Yes, a bra that tweets reminders to your mobile phone to administer a breast self-examination. As digital and corporate citizenship campaigns go, you might call this one off the hook. It's also putting the Geek in Greek, with some chic.Continue reading...

campaigns

Truvia Aims at Consumers' Increasing Doubts About Artificial Sweeteners

Posted by Dale Buss on October 8, 2013 12:21 PM

Is this the end of soda? Cargill and its Truvia brand aren't waiting around to find out.

Capitalizing on the accelerating woes of diet soft drinks, Cargill is placing a big bet, in a new advertising campaign for Truvia, that the root of the problem for Diet Pepsi and Diet Coke is the fact that American consumers are increasingly disenchanted with artificial sugar substitutes. Truvia is naturally sourced stevia, the extract of a native-South American bush.

Stevia has begun to acquire significant traction in the non-sugar-sweetener business despite the famously expressed doubts by PepsiCo CEO Indra Nooyi that soda drinkers ever would really go for beverages based on stevia, which has a licorice-like aftertaste that product developers have to thwart.Continue reading...

campaigns

Madonna Hopes 'Secret Project' Will Promote Expression, End Oppression

Posted by Sheila Shayon on October 4, 2013 05:22 PM

Ever in the limelight, these days Madonna is increasingly using her celebrity stature for social activism, with her latest initiative introduced via a 17-minute film, Secret Project Revolution. The film unveils the star's Art for Freedom project—a initiative that serves to elevate any and all forms of expression.

"My goal is to show by the example of secretprojectrevolution my creative commitment to inspire change in the world through artistic expression," Madonna said, according to USA Today. "I hope my film and other submissions to Art For Freedom will be a call-to-action and give people a place to voice their own creative expression to help fight oppression, intolerance and complacency."

In partnership with VICE Magazine and BitTorrent, the public art initiative will live online and be open to submissions worldwide, which will aim to answer the questions, "What does freedom mean to you?" Submissions via social media can be tagged with #ArtForFreedom.Continue reading...

campaigns

Fruit of the Loom Campaign Doles Out Fresh Starts

Posted by Mark J. Miller on October 4, 2013 11:47 AM

In this tough economy, people are just happy to find new jobs, but 25,000 of those that bother to change their employment status on LinkedIn will get some more good news in their inbox: an offer from Fruit of the Loom for a free, fresh pair of new underpants. 

“We’re all excited for you about the new gig,” the note from Fruit of the Loom reads. “To show this, we’re hooking you up with a complimentary pair of Fruit of the Loom. Because great-fitting underwear can help you start your workday in a great mood.”Continue reading...

campaigns

What's In a Name? For Burger King—er, 'Fries King'—Apparently Not Much

Posted by Dale Buss on October 3, 2013 04:42 PM

Burger King is staking a lot on fries these days, now extending to a social media campaign in which the chain pretended to change its name—to Fries King.

The brand put photos on Facebook showing the unveiling of a seemingly new corporate identity, with signs on a BK outlet and that sort of thing. Its website shows a redone company logo with an upright pouch of its new Satisfries replacing the familiar stylized hamburger and the words "Fries King" in place of "Burger King."Continue reading...

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