Posted by Dale Buss on May 11, 2011 01:00 PM
Remember the Pepsi Challenge? Launched in the mid-Seventies, it was a blind taste test, heavily used in Pepsi's TV advertising, in which participants invariably would pick Pepsi over Coke as the better-tasting cola. It spoke directly to relevant brand equities that helped Pepsi-Cola mount a rising challenge to Coca-Cola over subsequent decades.
Well, there’s a new Pepsi Challenge in town. But it has nothing to do with taste-testing, cola or even Pepsi per se. As part of PepsiCo’s ever-expansive Pepsi Refresh community-revitalization project, Pepsi Challenge is now the name of an online activity that encourages users to submit ideas and weigh in with solutions.Continue reading...
Posted by Sheila Shayon on May 6, 2011 03:00 PM
The clash of the agency Titans has come to a head, and the enemy is a group of small-to-medium sized creatives hungry for your business and more nimble than their iconic brethren — the big agencies that control at least 50% of the industry.
Blur Group, which bills itself (and clients) as a creative services exchange, has blurred the lines between Madison Avenue and client’s needs by creating a 10,000 strong network, or brokerage, for small and medium-sized ad and marketing agencies.Continue reading...
Posted by Barry Silverstein on April 13, 2011 05:30 PM
There's a battle being waged in laundry rooms throughout the world and it's all about environmentally friendly laundry products. This product category has seen significant growth recently, and the fight among brands isn't always friendly.
Witness the dispute last year over the use of a yellow daisy — that's right, a daisy — in product packaging. Clorox, maker of Green Works, took legal action against Method, the manufacturer of non-toxic laundry and personal care products, because Green Works wanted the exclusive right to use the yellow daisy in its product packaging. Method, it seems, was displaying a yellow daisy in some of its promotional material, claiming that a yellow daisy couldn't be owned by anyone, since it was a product of nature.
That's old dirty laundry. This month, Method sprouted a new campaign called "Laundry Love" that has nothing to do with flowers.Continue reading...
Posted by Shirley Brady on March 29, 2011 01:00 PM
Kraft is all about collaboration these days. Here are its new tweet-inspired commercials, turned around within 24 hours, and the continuing voiceover talent of Ted Williams:Continue reading...
Posted by Sheila Shayon on March 23, 2011 03:00 PM
Wikipedia celebrated its 10th birthday on January 15, and founder Jimmy Wales is still running fast to keep his free encyclopedia growing.
The latest outreach is to academia, a segment that until recently eschewed this disintermediating model, but is now slowly joining the world’s largest crowdsourced experiment.Continue reading...
Posted by Shirley Brady on March 22, 2011 01:30 PM
Coca-Cola's 24-hour live music session with Maroon 5, a crowdsourcing exercise spanning Facebook, Twitter and a microsite (cocacola.com/music) is underway. It will be interesting to see how (much) fans participate — and not just Maroon 5 fans — in what Coke is calling "the biggest experiment in rock history."
(Update below: a look at the first two hours).Continue reading...
Posted by Shirley Brady on March 21, 2011 11:30 AM
Coke reminds fans that March 22nd marks a first for the brand: a live 24-hour songwriting session with Maroon 5, whose lead singer — Adam Levine — above discusses the project, in which he and his bandmates will collaborate virtually with fans on the new track, whech will be written and recorded in a day.
It's all part of Coca-Cola's music-focused marketing in 2011. Below, check out how the interactivity between the band, holed up in a London studio, and their fans will work.Continue reading...
Posted by Sheila Shayon on February 15, 2011 11:30 AM
Harley-Davidson's new campaign invites you to custom-design the motorcycle of your dreams. Appealing to "Cage Free Humans," it's appealing to those hidden fantasies and secret dreams to hit the open road. It's also appealing to fans, as the campaign idea came from one: Whit Hiler of Kentucky, to be precise.Continue reading...