campaigns

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...

campaigns

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...

campaigns

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...

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...

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