2014 Brandcameo Product Placement Awards

chew on this

From Oreo to Mio, Kraft Jet-Puffs Marketing

Posted by Dale Buss on March 19, 2012 11:29 AM

When Luke Dunphy began eating an amalgamation of Oreos as if it were corn on the cob in an episode of ABC's Modern Family last week week, it put a cap on a frenetic and impactful season of marketing for Kraft and its assorted brands.

Having the kid character pig out on Oreo cream was a winning bit of TV-sitcom placement befitting the 100th anniversary of the iconic cookie introduced by Nabisco, which later was acquired by Kraft. But Kraft also has been getting more aggressive about promoting other and some newer brands as well, ranging from the new BelVita Breakfast Biscuits to a line extension of its Mio drink-mix-in brand to the launch for its Planters Peanut Butter.

What's going on here? For one thing, the venerable company likely is trying to juice the performance of many of these reliable brands before it divides them between a North American grocery business and a global snacks firm by the end of this year, to try to create better financial results for the whole.Continue reading...

personal brands

ABC's "The Bachelor" Days of Wine (if Not Roses) Will Continue

Posted by Dale Buss on March 12, 2012 07:06 PM

Forget those bi-planes flying around college-football stadiums trailing 50-foot banners that say, "Courtney, Will You Marry Me?" Never has a marriage proposal been better-telegraphed than the one that's to come in the final episode of this season's The Bachelor on ABC tonight.

But throughout all the recent speculation about what Ben Flajnik will or won't do in the season's finale, and what comes after that for him and his tenuosly betrothed, the bachelor has been keeping a nurturing eye on another brand besides ABC's. The "other woman" in this case is the real love of his life: his co-owned vineyard and vino brand, Envolve. That's Flajnik holding the wine bottle, above.Continue reading...

viral marketing

Viral Video Watch: DWTS Mark Ballas Dancing with a Diet Pepsi Can

Posted by Shirley Brady on February 28, 2012 02:48 PM

In a video born to go viral, Pepsi uploaded this video on YouTube of Dancing with the Stars choreographer Mark Ballas showing off some fancy footwork with a can of Diet Pepsi on his head. 

ABC announced the next batch of DWTS competitors today, with Ballas pairing up with Welsh opera star Katherine Jenkins in the 14th season, which starts on Monday, March 19th.

Other new cast members include tennis legend Martina Navratilova, and singers Gladys Knight and Gavin DeGraw. Ballas also choreographed Diet Pepsi's recent commercial featuring another ABC star, Modern Family's Sofia Vergara, dancing her heart out to promote Diet Pepsi's skinny can.

red carpet

Oscars Watch: JCPenney, Hyundai, Mercedes and Other Brands Hitting the Red Carpet Sunday Night

Posted by Shirley Brady on February 24, 2012 08:05 PM

As it has done for the past three Academy Award ceremonies, jcpenney will hit the Oscars red carpet by promoting its recent "brand refresh," showing off that it's had a little work done (new logo, single-monikered lowercase name) and is making a comeback in true Hollywood fashion.

New brand face Ellen DeGeneres will be featured in five 30-second commercials (watch "Changing Room" above and a sneak peek at others set in the Wild West, Victorian England and ancient Rome, below) that will air in North America during ABC's telecast on Sunday night.

Other brands debuting new campaigns at the 84th annual Academy Awards include Hyundai's new Wes Anderson commercials, and a glamorous spot for the sixth-generation SL roadster by Mercedes-Benz.Continue reading...

red carpet

Oscars Watch: Hulu's Commercial Pairs Will Arnett with Eva Longoria

Posted by Shirley Brady on February 24, 2012 07:35 PM

Hulu will air its first TV commercial on ABC during the Oscars telecast Sunday night. Starring one of the channel's own stars, Eva Longoria of Desperate Housewives, it touts Hulu Plus and brings back Will Arnett, whose character was introduced during the Super Bowl — and whose Up All Night airs on NBC.

red carpet

Oscars Watch: MetLife Escorts the Peanuts Gang on the Red Carpet

Posted by Shirley Brady on February 24, 2012 02:16 PM

Expanding on its Super Bowl Game Day campaign with America's animated icons that picked up at the Grammy Awards, MetLife will run the spot above ("5 Cents") during the Oscars telecast on Sunday night.

The old gang (the Peanuts crew, featuring Snoopy, Charlie Brown, Lucy and Woodstock) are shown sitting in a conference room being pitched on an insurance deal that they know they can do better on, reiterating the brand's new tagline: "MetLife. I can do this."

red carpet

Oscars Watch: Diet Coke Celebrates Hollywood's Unsung Heroes

Posted by Shirley Brady on February 24, 2012 02:02 PM

Diet Coke, as one of the sponsors of the 84th annual Academy Awards, will debut "Credit," a commercial on ABC on Sunday that celebrates the behind-the-scenes heartbeat of Hollywood: the unsung heroes, such as the writer who crafts a great screenplay, the stunt performer who puts the action in "action movie," and the sound effects artist who creates memorable audio experiences for the big screen. Check it out above.

red carpet

Oscars Watch: P&G Whets Tide Pods Demand with Shazam

Posted by Shirley Brady on February 24, 2012 12:19 PM

Like one-third of the Super Bowl advertisers this year, Tide is partnering with Shazam in a first for a P&G brand to offer a free download of a tune: Savoir Adore's cover of Men Without Hats' Pop Goes the World, a nod to the new Tide Pods tagline, "Get ready to pop your laundry." The yet-to-be released commercial will debut during the Oscars telecast on ABC Sunday night.

Find out more about how the dissolvable detergent packs work below.Continue reading...

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