Posted by Dale Buss on February 19, 2014 10:47 AM
Chevrolet is in a brand-building groove right now, its CMO argues, and Chevy's huge marketing presence in the Sochi Olympics is a perfect fit with the goals that General Motors has laid out for 2014 for its biggest brand.
"There is a nice cadence of media properties this year, and we're still in the midst of a stream of major product launches," Chevy CMO Tim Mahoney told brandchannel. "The Olympics work was developed as a cohesive unit of communication to seed 'Find New Roads' and tell our story through our new vehicles.'
Thus, in its high-buzz TV ads that have laced NBC's Olympics telecasts for the last couple of weeks, Chevrolet has gotten entire new forms of mileage out of the "Find New Roads" tagline that it initiated a year ago. There was the first anthem ad for the games, including a depiction of a gay wedding, that underscored the "new" aspect of Chevy's positoning, for instance.Continue reading...
Posted by Dale Buss on February 19, 2014 09:24 AM
Kellogg's struggles to stay relevant as cereal sales fall.
Netflix sees video slowdown in conflict with broadband providers.
Target CEO is working to regain shoppers' trust.
Capital One causes backlash with policy about home visits.
Cinnabon thrives on licensing and co-branding.
Coke is warned over sub-standard Sprite in Nigeria.
Facebook copes with attention drift by users.
GM plans shift toward aluminum pickup trucks too, report says.Continue reading...
Posted by Sheila Shayon on February 18, 2014 09:12 PM
General Mills' Lucky Charms is celebrating its 50th anniversary officially on St. Patrick's Day, but the lead-up to the celebration will be nearly as sweet as the big day.
Over the course of its breakfast-table history, Lucky Charms' brand messaging has stayed quite consistent, while the cereal has also changed very little since 1964. “While new marshmallows have been introduced periodically—purple horseshoes in 1983, rainbows in 1992, a 'sparkling magic mirror' in 2006—the little leprechaun and 'magically delicious' catchphrase have remained pretty constant," USA Today notes.
The 50-day birthday campaign includes a new commercial featuring pop group Pentatonix singing the brand's "Magically Delicious" theme song, as well as other brand activations both in-store and online, including:Continue reading...
Posted by Dale Buss on February 18, 2014 08:02 PM
Lamborghini is celebrating the continuing recovery of the global supercar market with the introduction of a new model, the Huracan LP 610-4, and with the CEO's promise that the ultra-exclusive brand plans to expand its lineup beyond the two-model roster it has had.
The Volkswagen-owned brand said it has already received 700 preliminary orders for the Huracan, the successor to the Lamborghini Gallardo. The $200,000-plus car will reach 202 mph after clocking 60 mph in just 3.2 seconds behind its 610-horsepower, 5.2-liter V-10 engine. With a two-passenger cockpit, Huracan is scheduled to make its official debut at the Geneva Auto Show next month, and is currently being touted with a web series dubbed the Hexagon Project.
In the meantime, Lamborghini CEO is telling the tongue-wagging international auto press that the brand plans to come out with a sport-utility vehicle in 2017 and perhaps some other models.Continue reading...
Posted by Mark J. Miller on February 18, 2014 07:37 PM
Samsung may be the world’s largest smartphone maker, but it looking to expand its brand by investing more heavily in retail in North America and Europe.
According to the Wall Street Journal, the biggest push will be in the United States where the South Korean company will “set up 1,400 prominently displayed ‘store-in-store’ kiosks, complete with Samsung-trained staff” in Best Buys. CNET reports that the Samsung Experience stores in Best Buys will be tested for three years before they are evaluated.
The company will also triple its European retail exposure in the next few months from the 31 stores it currently has while also opening 90 branded kiosks in Canada’s Best Buys and Future Shops.Continue reading...