Best Global Green Brands 2014

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...

campaigns

Mini Gets Daring with Not Normal Auction

Posted by Sheila Shayon on September 26, 2013 08:02 PM

Known for its outlandish marketing efforts, Mini is upping the stakes with a social car auction where bidders use creative thinking instead of cash. 

The latest stunt in its Not Normal campaign was born out of a poll that found that 77 percent of Brits use "creative currency" to fund purchases, with 30 percent eager to put that effort towards a new car.

“Brits are now more willing than ever to put themselves out there and to deploy unique ways to get what they want,” said Michelle Roberts, General Manager of Mini brand communications, according to The Drum. “At Mini, we find this inventive spirit really inspiring and want to celebrate and showcase it through the auction.”Continue reading...

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...

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