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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...

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...

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