Posted by Dale Buss on March 12, 2014 02:07 PM
Danone dropped the other shoe in its repositioning of the flagging Activia brand worldwide -- and it's the Cinderella dance slipper of Shakira, the globally admired pop songstress. She will be the face of the company's biggest-ever dairy ad campaign under the tagline, "Feeling good starts from the inside."
The Shakira campaign (watch a behind-the-scenes video here) emphasizing the probiotic, digestive-health benefits of Activia will launch in 55 countries with print, outdoor and digital as well as TV ads featuring the Colombia-born singer and her new song, "Dare (La La La)." It helps takes the place of advertising that used to feature American actress Jamie Lee Curtis, who was phased out in January.
"For the first time we are using a global celebrity so we aim to have a global impact," Santiago Mier, CMO of Danone Dairy, told Reuters. "It's different also in the way we communicate with people, in a more modern and updated way."Continue reading...
Posted by Mark J. Miller on February 20, 2014 12:07 PM
It's not often you see a woman shilling for a hard liquor brand, but that's because they aren't Mila Kunis.
The red-hot Hollywood actress, who has starred in films like Black Swan and Forgetting Sarah Marshall and voices the character of Meg Griffin on Family Guy, is the new front-woman for Jim Beam in what is the company's largest global marketing campaign in its 219-year history.
It's also a landmark deal for Kunis, who had never pitched for any other brand in the US. But it turns out that putting up a friendly, female face to promote your brand isn't such a bad idea now that 30 percent of bourbon drinkers are female, up 10 percent from years past. Flavored bourbon, which continues to grow, is consumed evenly across women and men, Ad Age notes.Continue reading...
Posted by Dale Buss on February 5, 2014 11:47 AM
Branded content, meet The Truman Show. When Kevin and Danielle Jonas stuck with their sponsorship deal with Dreft detergent and actually announced the birth of their baby girl over the weekend through Dreft via Twitter, it marked a new opportunity in social media and in the relationship between celebrities and brands.
Alena Rose Jonas was born on Feb, 2, but only followers of the Procter & Gamble brand on Twitter knew right away. The brand, along with Jonas, tweeted continuous updates from its account using hashtag #BabyJonas and #BabyJonasIsComing. But once the newborn made her entrance, Jonas' account fell silent and Dreft was the one to post the first photo of mom and baby.Continue reading...
Posted by Sheila Shayon on November 11, 2013 05:31 PM
Parents, brace yourselves: Justin Bieber has invested $1.1 million in Shots of Me, a mobile selfie-sharing network that's targeting his own fan base, teens and pre-teens. With almost 47 million Twitter followers—second only to Katy Perry—Bieber is a big catch as an investor and a pop-culture influencer of unprecedented power.
He joins investors Shervin Pishevar, Tom McInerney and boxer Floyd Mayweather, and John and Sam Shahidi, whose RockLive social startup is behind the new selfie-enabling app, which is exclusively available for download starting this week in the iTunes App Store.Continue reading...
Posted by Mark J. Miller on October 30, 2013 06:35 PM
Actor Ashton Kutcher is as much known for his on-screen skills as his off-screen antics, most of which revolve around technology and his various entrepreneurial endeavors. In fact, along with his 15 million Twitter followers, Kutcher just wrapped up his role depicting Apple's Steve Jobs in a biopic.
The number of people interested in Kutcher's tech-driven activities did not go unnoticed by Lenovo, which struck a deal with Kutcher to serve as the computer maker's new brand ambassador and one-man focus group. On Tuesday night, the company livestreamed a press conference annoucing the relationship before shipping the actor to China to toy around with its new Yoga tablet and share his thoughts with product engineers.
"Ashton Kutcher is the ultimate super user," David Roman, Lenovo's chief marketing officer, told Ad Age. "The super user is helpful to us in defining products and experiences that consumers want. His sense of what technology can do through his own use and the technology he's seen through his other startups [helps us.] And his celebrity helps us in marketing."Continue reading...
Posted by Abe Sauer on October 8, 2013 11:02 AM
There may be no automotive brand that's doing a better job of marrying entertainment and marketing than Dodge.
And if there is a Hollywood A-lister who's doing a better job endorsing products while avoiding the stigma of being a walking billboard than Will Ferrell, we don't know who it is. So it almost seems inevitable that they would end up together.
Coming off an extraordinary coup that saw the Dodge Charger (aka the "Bravado Buffalo") play a major role in the blockbuster new video game Grand Theft Auto 5, Dodge has released a cross-platform campaign featuring Will Ferrell that ties into the upcoming release of Anchorman 2.Continue reading...
Posted by Mark J. Miller on August 22, 2013 06:22 PM
With NASCAR driver Kasey Kahne and his No. 5 car, Farmers Insurance, which has sponsored the driver for the last two years, is finding a lot of ways to showcase its “Plan to Perform” tagline. And the partnership is proving to be quite lucrative.
To further the ongoing partnership, Kahne has shot a web series titled "You Gotta Plan to Perform" that will run on YouTube and be promoted through Farmer Racing's online channels, including Facebook, Twitter and FarmersRacing.com, according to MediaPost.Continue reading...
Posted by Mark J. Miller on August 7, 2013 07:16 PM
DirecTV will be broadcasting every Sunday NFL game this coming season through its new Sunday Ticket Max, which let's consumers view the games on their TV and smartphones,—for a fee, of course.
To help get fans to make the jump, DirecTV has employed football’s First Family—the Mannings—to help make the sell. Brothers Peyton, the quarterback for the Denver Broncos, and Eli, the quarterback for the New York Giants, and NFL-vet dad Archie all make appearances in a goofy new ad for the TV service.Continue reading...