celebrity brandmatch

Pop Branding: Taylor Swift Augments Rep, Colgate Brushes in One Direction

Posted by Sheila Shayon on November 13, 2012 05:14 PM

One Direction stormed the Today Show this morning, with a concert in NBC's New York digs in Rockefeller Square and news of a 3D concert film slated for next year (directed by product placement foe-turned-champion Morgan Spurlock). Hot on the Heelys of its Pepsi "Live for Now" US TV campaign with NFL star Drew Brees, the band is extending its brand to Colgate-Palmolive toothpaste: 1D Colgate Max Fresh. The collection of three oral care products, available in the U.S. only, is designed "to add some fun to teens' and tweens' brushing regimens," said Philip Durocher, VP and GM of U.S. Oral Care for Colgate-Palmolive. Hopefully fans will be inspired to brush their teeth in one direction (roll that brush, kids!) too.

While Taylor Swift is slightly older, at the ripe old age of 22, she's also quick to embrace novel ways to promote her albums, including partnering with Keds and Papa John's for her latest release, Red. Next up: her mobile app (available in iTunes and Google Play) is incorporating augmented reality so fans can access exclusive content related to Red. By opening the app's AR feature and pointing the device's viewfinder at a still image on the "Red" album cover (and on in-store displays at select Walmart stores), fans will see the images come to life. The app also works on the Taylor Swift Wonderstruck fragrance packaging from Elizabeth Arden.Continue reading...

celebrity brandmatch

Barack Obama Watch: President Secretly Services Jorg Gray Brand

Posted by Abe Sauer on November 8, 2012 11:12 AM

President Obama's "Four more years" victory tweet has become the most retweeted tweet in the history of tweets (sorry, Bieber). Attached to Obama's historic tweet, a photo of the First Lady, arms thrown around the president, who wears rolled-up sleeves and a wristwatch. But what watch?Continue reading...

celebrity brandmatch

Shabby Chic: Watch Part 2 of Chanel's Brad Pitt TV Campaign

Posted by Shirley Brady on October 17, 2012 12:02 PM

If you enjoyed part one, then don't miss part two of Chanel's $7 million advertising campaign with Brad Pitt as the scruffy new face of Chanel No. 5.

celebrity brandmatch

"So Swag": Adidas Signs Justin Bieber as NEO Ambassador

Posted by Shirley Brady on October 16, 2012 04:31 PM

Back in February, Adidas announced that it's planning to target “teenage girls more influenced by music and fashion than sports” and expand its three-year-old NEO sub-brand and start “exploiting social-media platforms including Facebook and Twitter.” Today the 60th Best Global Brand made good on all those promises by announcing Justin Bieber as the new face of NEO in a two-year partnership, including a Find My Gold Shoes contest on Facebook and serving as a style icon to pull together looks each season.

celebrity brandmatch

Chanel Releases Disheveled Brad Pitt Commercial

Posted by Shirley Brady on October 15, 2012 12:16 PM

As promised, Chanel has launched its TV campaign with Brad Pitt, its first male brand ambassador for Chanel No. 5, who reportedly took the gig for a cool $7 million. People magazine calls its a "smoldering" performance and "thoughtfully seductive"; others are cracking up or mystified. Your thoughts?

celebrity brandmatch

Usain Bolt Puts Fresh Charge In Nissan, and His Olympic-Sized Brand

Posted by Dale Buss on October 12, 2012 04:58 PM

After confirming his status as one of the world's best and most charismatic athletes at the 2012 Summer Olympics in London, World's Fastest Man Usain Bolt is still on a roll — or shall we sway sprint — and more brands want to ride in his lightning-fast wake.

Nissan has re-upped with Bolt, staying in the stable of brands who have tied in with him before, during and since the Olympics, including Gatorade and Virgin Media. Nissan is developing a special "Bolt" version of its GT-R performance car.

The smiling sprinter signed a deal with Nissan to extend his role as brand ambassador for the 196-mph GT-R and to become honorary "Director of Excitement" for the company's ambitious global marketing drive, prompting a flurry of photos on the Nissan Motors Facebook page and video on its global YouTube channel.Continue reading...

celebrity brandmatch

Simply Red: Taylor Swift Partners With Keds, Papa John's to Promote New Album

Posted by Mark J. Miller on October 12, 2012 02:39 PM

Taylor Swift may only be 22 years old, but she knows a thing or two about self-promotion. Her fourth album, Red, is coming out on Oct. 22, but it's already making waves (the title track zoomed to #1 on iTunes). Now she's finding plenty of quirky ways to get the word out and drive album sales.

One is to sign a three-year deal with shoemaker Keds that includes the production of limited-edition red sneakers that hit stores on the same day as the record. And it's not just because the brand rhymes with her new album title. “I think they add something casual and cool to your look, and the new colors and patterns are so eclectic,” Swift told Women’s Wear Daily.  

While cross-promoting with (RED) might be a tad too obvious, there's also a cross-marketing tie-in with Papa John’s for a Taylor Swift Pizza Party. Hungry fans (who call themselves Swifties, by the way) can purchase a Red combo: CD and a large pizza combo with one topping for $22. The album will also be sold at U.S. Papa John's stores.Continue reading...

celebrity brandmatch

Jennifer Aniston Finds Living Proof as Brand Ambassador

Posted by Mark J. Miller on October 11, 2012 11:14 AM

For those of you keeping score, Jennifer Aniston and her famous hair have found a fella to get married to again. But before they do, Aniston has also signed on for a different engagement, this one is with a beauty company that she’s now a part owner of as well as the clean-scrubbed, shining, big-smiling face of.

The brand, Living Proof, has announced that Aniston is now an investor and the hair-care spokesperson for the company, which was founded by a professor at MIT, Dr. Robert Langer, and venture capitalists Polaris Venture Partners.

According to a press release, “Living Proof has distinguished itself by attracting world class scientists and utilizing advanced scientific technologies that originated from MIT to solve women's toughest beauty problems.” In other words, they’re not fooling around.

"Jennifer embodies everything we stand for – a unique combination of beauty and brains,” Living Proof’s CEO, Jill Beraud, stated. “She not only has the most fabulous hair but is an amazing creative talent, and has shown she is a savvy businesswoman with a serious interest in developing small, innovative companies.”

If nothing else, you can be sure you’ll be seeing more of Aniston’s hair in the near future.Continue reading...

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