Sony Moves to Be One in New Multichannel Campaign

Posted by Mark J. Miller on January 16, 2014 05:34 PM

Sony Electronics' latest campaign aims to remind consumers just how ubiquitous its lineup of products and services are.

Sony's many corporate arms, including Sony Computer Entertainment, Sony Pictures Entertainment, Sony Music, and Sony Mobile, among others, are featured in the company's new "Be Moved" campaign alongside interviews with Sony engineers and highlights of Sony products.

"Technology is an extension of how we live our lives and the One Sony 'Be Moved' campaign tells individual stories of artists and engineers coming together to create experiences that make you feel more," Michael Fasulo, president and COO of Sony Electronics, said in a press release.Continue reading...


P-Touch at 25: Brother Celebrates 25 Years of Organization

Posted by Mark J. Miller on January 7, 2014 11:08 AM

For the organizationally challenged, a great day arrived 25 years ago when Brother put its P-Touch label maker on the market. Since then, the P-Touch has gained a cult following and branched out to a full line of handheld, desktop and PC-connectable label makers, not to mention a full variety of sizes, styles, and colors for the label tape.

To celebrate, Brother has kicked off a “25 Days of P-touch Labeling” campaign, which shows off interesting P-Touch-related stories, images, and labeling ideas.Continue reading...


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...

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