Lipton Ice Tea signed on X-Men and Australia movie star Hugh Jackman as a global brand ambassador in January. His first TV spot efforts are now launching and he’s getting a kick out of his first brand partnership.
 
In the "Tokyo Dancing Hotel" spot, Jackman is transformed after taking a sip of Lipton Ice Tea, causing him to put on a campy dance routine in a hotel. “Hard Day’s Work” features Jackman in a kissing scene with Mexican actress Ana de la Reguera. They break from the movie set for a cool sip of tea.Continue reading...

When brandchannel reported last month that Lady Gaga had signed a deal with Polaroid, we had to wonder what was going on. After all, why would one of the hottest young performers on the scene today connect herself with an old brand whose heyday was decades ago?

Now we know the answer. Lady Gaga not only agreed to become Polaroid's "creative director" and lend her name to a line products – she is also getting a significant piece of Polaroid's profits, according to the New York Post.Continue reading...

Just like any institution that trades on a product and a reputation, law schools have brands. That most law schools similarly promote and build their brands via traditional messaging and conventional channels should come as no surprise. Lately though, Cornell University Law School objects to – and moves to strike! – this characterization.

A month after a Wall Street Journal piece pondered the notion "Why Cornell Law School is like Lady GaGa," the school itself has released an ad campaign with a celebrity spokesman. A fictional celebrity spokesman. Continue reading...

Sure, Lady Gaga may be the latest groundbreaking and outrageous performer to catch the media's attention, but don't count out the original "material girl" just yet. Madonna has been front-and-center recently, and her aura is anything but dim. She's currently starring on ABC's new TV show, "The Marriage Ref," and she caused her usual buzz at Sunday's Oscars when she appeared with 26-year-old boy toy model Adam Senn.

Now the iconic performer has struck a deal with Macy's to launch the "Material Girl" collection, inspired and designed with Madonna and her daughter Lourdes. The "fast-fashion" collection will target juniors and hit the market in August, just in time for the back-to-school season.Continue reading...

The Dora the Explorer brand has been extended, licensed, merchandized and partnered with a plethora of other brands and franchises. Now, however, the Dora brand is getting a rock 'n’ roll makeover in one of the most bizarre co-branding schemes in recent memory.

Guns-n-Roses guitar god Slash has agreed to team up with the cartoon brand's parent company, the Nickelodeon network, to design a limited edition Dora the Explorer backpack. The rock star and his iconic black top hat will help design a bag featuring Dora the Explorer that will be auctioned this year to raise money for the Children's Defense Fund.Continue reading...

Last week, Gatorade joined Accenture and AT&T by dropping Tiger Woods as a spokesman because of his scandalous sex life. "We no longer see a role for Tiger in our marketing efforts," said the brand.

However, high-end watchmaker Tag Heuer not only sees a continued role for Tiger in its marketing efforts, but it is also boosting its association with Woods – because of the scandal. But the brand's strategy assumes some interesting cultural stereotypes.Continue reading...

Like her or hate her, Lady GaGa boasts a very strong, distinct personal brand. So last October, the artist's management moved to protect her brand by trade marking everything GaGa. However, a look at recent updates to the trademark show that GaGa, or her management, may be on the verge of ruining everything.

The documents show that the Lady GaGa trademark covers, among other things, "caps, visors, boxer shorts, headbands, sneakers, swim wear, bras, scarves, hosiery, pajamas, and robes." Oh, and Lady GaGa sweatpants. The update is more worrisome, however, as it includes vinyl covers for cell phones, MP3 players, laptops. It also claims rights to Lady GaGa "gift certificates which may then be redeemed for goods and services."Continue reading...

Remember the ads that featured a victorious sports personality being asked, "Now that you've won, what are you going to do next?" And the victor would proclaim, "I'm going to Disney World!" Well, the 2010 Winter Olympics in Vancouver may be starting a new trend. From now on, the answer might be, "I'm going to have Ben & Jerry's name an ice cream flavor after me!"

Ben & Jerry's is the eponymous ice cream company that has achieved fame for such kooky flavor names as Cherry Garcia, Chubby Hubby, and Chunky Monkey. Last December, the company introduced "Maple Blondie," named after champion snowboarder Hannah Teeter, a native of Vermont, Ben & Jerry's home state. It was the first time the company named a flavor after an athlete.Continue reading...

Typically cleaning supplies are directed at women who are tasked with "keeping a home” and performing jobs such as cleaning up after their children – but what about those households with pets? According to Packaged Facts, a market research company, 49.7 percent of American households had a dog or cat in 2009 – up 4.3 percent from 2003.

Swiffer, the popular cleaning product from Procter & Gamble, is hoping to break through to that largely untapped percentage of Americans who clean their pet’s fur, drool, and other, smellier, messes. In an attempt to reach pet lovers, Swiffer has brought aboard Cesar Millan – otherwise known as the “Dog Whisperer.” Yes, that Cesar Milan.Continue reading...

Belting out empowering words has always been Mary J. Blige’s forte, and this time her latest ballad is being co-branded with a line of T-shirts fashioned by her long time friend, Catherine Malandrino.

Together the powerhouses are launching their first T-shirt collection, which brings together Blige’s foundation called FFAWN (Foundation for the Achievement of Women Now), and features inspirational messages hand-painted across the tunics that, for example, proclaim, “I’m Power,” “I’m Free,” “I’m Love,” and “I’m Life.”Continue reading...

MTV's parent company, Viacom, has been in the dumps since the summer of 2006. "That has now changed," said David Miller, an analyst at Caris & Co. who upgraded the stock to "Above Average" from "Below Average."

The antics of "The Situation" and "Snooki" have made headlines and garnered millions of viewers for MTV. The Seaside Heights, NJ, housemates who are united by a daily GTL (gym, tanning, and laundry) routine and have made "Jersey Shore" the top prime-time show for viewers in the 12 to 34 age group on Thursdays.Continue reading...

The media firestorm surrounding Tiger Woods may be cooling but -- in a testament to the adage there is no such thing as bad publicity -- things may be heating up for the golfer's soon-to-be ex-wife, Elin Nordegren.

TMZ reports that Tretorn, the outdoorsy brand known for its sturdy sneakers and rain boots, has its eye on Elin.

Though Nike has steadfastly stood by Tiger, it's only fitting that the megabrand's nemesis, Puma, court the embattled golfer's future ex-wife. The Internet has been buzzing with speculation that one of Puma's sub-brands needed an extra boost, and Elin was the perfect solution. Tretorn, founded and headquartered in Sweden, was acquired by Puma in 2004. WWD announced that preliminary talks were held concerning an endorsement deal.Continue reading...

"Accenture has ended its endorsement deal with Tiger Woods. And just when I had almost figured out what Accenture means." That was Stephen Colbert's lead joke recently. It is just one more jab at the consulting firm's ill-fated relationship with the embattled golfer.

Wait, what relationship? We don't know what you're talking about... says Accenture. 

Accenture is de-Tigerizing itself at an impressive pace, reports the New York Times.

"On Sunday, hours after Accenture ended its sponsorship deal, the golfer’s face was replaced by an anonymous skier on the company’s home page. His name was scrubbed almost completely from the rest of the Web site."Continue reading...

It's been a good decade for Audi. The brand has traveled from the fringe of the German car industry to become an American favorite, respected for its high-end engineering. It's difficult to travel any US roadway and not see those famous four interlocking rings at some point. With continued success in its plans, Audi is beginning the next decade by employing a new brand ambassador. Yes, someone famous. Any guesses? Think for a moment...Continue reading...

Given the abundance of brands in Lady Gaga’s videos, it would appear that certain companies have special access to the fame monster. Lady Gaga has always had a bit of a flirtation going with advertisers -- in the past Companies like Campari and Bwin.com have been prominently featured in her videos. However, her latest Bad Romance video indicates that the pop star's dalliances with brands has turned into a full-blown love affair.Continue reading...