bc q&a

The Fun Nut in Chief: 5 Questions with Skippy Peanut Butter's Mike Guanella

Posted by Brittany Messenger on October 27, 2014 01:34 PM

This month, the makers of the SKIPPY brand launched Yippee™, a U.S. regional multi-faceted ad campaign—the brand’s first in more than five years and the very first under Hormel Foods—to highlight what sets SKIPPY apart.

It’s all about the simple joy of eating peanut butter, and the fun that comes from it, by spreading "yippee" (a word that Hormel has trademarked, in addition to nabbing the sticky peanutbutter.com as the brand's official website URL) through TV, online and social elements.

A “Fun Factory” TV commercial shows how the SKIPPY brand becomes the fun peanut butter, with a factory worker sorting the "fun nuts" to go into a jar of SKIPPY peanut butter while the boring peanuts are dispatched to a dull office party. One of the spot's characters, @TheFunNut, also joined Twitter to extend the campaign's Facebook, YouTube and TV outreach and engage and reward fans with free jars of peanut butter and other prizes.

brandchannel's Brittany Messenger chatted with Mike Guanella, Senior Brand Manager for SKIPPY Peanut Butter, for more insights on the branding campaign. Continue reading...


Brands Find Sustainability Moving to the Top of Major CSR Initiatives

Posted by Sheila Shayon on October 27, 2014 12:34 PM

Maximizing shareholder value has a new handmaiden: sustainability. And corporate social responsibility is her mirror.

“Social responsibility should be viewed through the lens of maximizing shareholder value,” commented The Wall Street Journal’s Bruce Nolop. “It’s no longer a 'nice to have.' It’s a strategic imperative."

No matter the industry, it’s increasingly clear that sustainability can drive profit, as Chris Humme, CMO of Schneider Electric, notes. He cites Intercontinental as a prime example of how green practices can lower costs—the hotelier has reportedly saved $30,000 a month at just two San Francisco hotels by micro-managing peak power.Continue reading...


Sony Makes a Splash with World's First Underwater Electronics Store

Posted by Mark J. Miller on October 27, 2014 11:44 AM

Dubai is filled with plenty of exotic locations, from palm tree-lined beaches to the world’s tallest hotel. Now, Sony is adding its own twist to a city that prides itself on excess and outrageousness. 

The Japanese electronics manufacturer will open a new store in Dubai early next month to show off its Xperia underwater products. Naturally, the store itself will be under water.Continue reading...


OK Go Take Honda Robotic Unicycles for Spin in New Video

Posted by Shirley Brady on October 27, 2014 10:14 AM

YouTube music video darlings OK Go are back with their latest trick shot music video—and a new spin on product placement.

"I Won't Let You Down," the band's Busby Berkeley-esque new video which debuted this morning on NBC's The Today Show, features Honda's penguin-resembling, Segway-like UNI-CUB motorized unicycle from Honda's robotics division, along with the brand's drone-like "multi-copter camera" for the stunning overhead shots.  

According to a press release, the video "was directed by OK Go's Damian Kulash and Kazuaki Seki, with creative direction by Morihiro Harano (of Mori Inc.). Honda lent the band the futuristic UNI-CUBs seen in the video. The UNI-CUB is a unique omni-directional driving wheel system that is currently in the development stage."

Check out the video, and take a closer look at the part office chair, part unicycle UNI-CUB below.Continue reading...

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