Posted by Dale Buss on October 23, 2014 04:34 PM
Coca-Cola chief marketing officer Joe Tripodi was at least partially responsible for one of the few bright spots in Coca-Cola's recent marketing performance: The "Share a Coke" campaign, which gave Coke sales an upward blip of hope amid a secular decline that has been decades in the making.
But that wasn't enough to save his job, as CEO Muhtar Kent keeps casting about for ways to reinvigorate the company's flagging sales of its signature beverages and products, unsatisfactory growth in its healthful beverages and renewed mojo into its iconic brand, according to the Financial Times. Now holding the third spot on Interbrand's Best Global Brands, Coca-Cola was #1 only two years ago.
Tripodi, who has held the top marketing spot since 2007, is retiring in February 2015 to make way for Marcos de Quinto, a Coca-Cola veteran who takes over the CMO role on January 1 and who currently runs the company's Iberia business unit and is vice president of its Europe Group.
Under Tripodi's supervision, Coke launched "Open Happiness," one of its most successful global brand campaigns a few years ago. Now in his late 50s, he "brought stability to Coke after the company had cycled through several CMOs in the previous decade," the Wall Street Journal said. Continue reading...
Posted by Dale Buss on October 23, 2014 02:56 PM
Nothing says holiday shopping like "immediate gratification." That's why Macy's is ready to roll out a proximity-marketing platform in partnership with Google that will lead shoppers to the specific item they're seeking—and also will offer suggestions about merchandise in their local Macy's that consumers may not be thinking about, Ad Age reports.
"We have seen encouraging results" from the program that Google and Macy's began testing about a year ago in San Francisco, Jennifer Kasper, group vice president of digital media and multicultural marketing at Macy's, told Ad Age. Shoppers "can go into a physical store and have immediate gratification."
Google's expanding roll-out of its proximity-marketing platform, Nearby, echoes Apple's iBeacon rollout and the Continuity platform for Android devices. The basic idea is to tap into the marketing and sales possibilities of using GPS, in-store "beacons" and other devices to give consumers promotional stimuli at times that it can be most effective: While they're in or near retail stores.Continue reading...
Posted by Mark J. Miller on October 23, 2014 01:26 PM
Brands have found all sorts of ways to spread their messages via Twitter, but Lexus is breaking the mold with its latest campaign.
In a branded entertainment move, Toyota's luxury automotive brand is set to release two short films by indie filmmakers on October 27 that are being produced by the Weinstein Company and explore the theme “Life is Amazing.”
The groundbreaking moment, though, happens one day earlier, when Lexus will become the first luxury brand to lock up its Twitter account to new followers, allowing those who are already following it to use a private link to watch the films before anyone else—and turning its Twitter fans into a VIP list for a private, virtual screening.Continue reading...
Posted by Sheila Shayon on October 23, 2014 12:29 PM
Making a move for more mobile dollars and presence, Twitter this week announced Fabric, a mobile app platform for developers, as it jockeys for position against rivals Facebook, Google and Yahoo.
CEO Dick Costolo introduced Fabric as "the future of mobile software development" at Flight, Twitter's mobile developer conference in San Francisco, where he also highlighted "a future that is built on a collection of fully integrated end-to-end services. It is entirely about you and your users, not us," according to Ad Age.Continue reading...
Posted by Sheila Shayon on October 23, 2014 11:37 AM
Making drivers walking brand ambassadors—and doing good for the environment—inspired MINI USA to turn its biggest-ever marketing campaign, for the 2014 Cooper Hardtop, into an opportunity for a sustainable memento.
The approach combines fashion, branding and sustainability. In partnership with Relan, a U.S.-based manufacturer of repurposed billboard and banner products, MINI is recycling its ad campaign materials into reusable totes for every new MINI Cooper Hardtop owner in America.
In keeping with the brand's new tagline, “The New MINI. The New Original,” each one-of-a-kind tote is a MINI work of art, sporting a label that reads: “This bag is made from used MINI billboards. There is no other like it. Just like you and each MINI.”Continue reading...
Posted by Dale Buss on October 23, 2014 09:15 AM
Chevrolet celebrates pitching sensation Mo'ne Davis in longform commercial.
Amazon still finds profit elusive.
Macy's links with Google to show shoppers what's in stock nearby.
P&G ousts North American head in executive shuffle as CEO Lafley re-sets succession plan.
Pandora opens listener data to let musicians target fans.Continue reading...
Posted by Dale Buss on October 22, 2014 06:03 PM
Problems with faulty airbags made by major supplier Takata have largely been overshadowed by the continuing flow of recalls this year from General Motors, Toyota and other automakers. But now, according to The Wall Street Journal, the seriousness of the safety flaws in these ubiquitous airbags is being underscored in important new ways: U.S. Federal prosecutors have begun an official investigation into the Japan-based supplier and its dangerously defective products.
For owners of up to 7.8 million Toyota, Honda Mazda, BMW, Nissan, GM, Subaru, Mitsubishi, Chrysler and Ford vehicles—essentially, the entire roster of brands in the American market—the NHTSA has issued a warning that they should "act immediately" to fix Takata's defective airbags, the New York Times reports.
Toyota is trying to take this directive one better by asking its Lexus dealers to disable Takata airbags in the models in question if they can't be replaced. And Bloomberg notes that GM plans to warn owners of 2003-2004 Pontiac Vibe hatchbacks who are in warm-weather areas not to allow front-seat passengers until the defective air bags are replaced. "We are treating this urgently," GM Spokesman Alan Adler said. Continue reading...
Posted by Dale Buss on October 22, 2014 05:01 PM
All sorts of brands related to cars—and some that aren't—have tried public service campaigns and branded content to highlight the dangers of driving, especially while intoxicated or distracted, to the teenaged motorists who are most vulnerable to fatal mistakes.
Now, Michelin has come up with "Beyond the Driving Test," a campaign for National Teen Driver Safety Week this week with the hashtag #safedrivers to make new and young drivers more aware of potential safety hazards that are less directly the result of negligence or distraction but which can be just as deadly.
To make that message resonate, the tire brand is harnessing some of the biggest teen influencers on YouTube to share clever videos that shed light on problems such as poorly maintained tires.Continue reading...