Posted by Mark J. Miller on March 19, 2013 02:37 PM
Hipsterrific U.S. beer brand Pabst Blue Ribbon and surfing powerhouse O’Neill could have had a legal battle, but the chill brands instead decided to pound it out and make some money together.
O’Neill turned out a new surf look recently that caused someone in the Pabst legal department to give them a call to note that O’Neill was getting a little too close for comfort to the logo for Pabst, which is owned by the enterprising bunch at Metropoulos & Co., the company that just linked up with Apollo Global Management to buy the rights to Twinkies for $410 million.
But instead of a brouhaha, the two companies decided (no doubt over a cold one) to chill out and partner on a co-branded line of clothing.Continue reading...
Posted by Dale Buss on March 8, 2013 06:12 PM
Miller Lite is turning to an old page in its playbook, with a new gang of celebrities designed to boost the flagging brew in a fresh slate of TV commercials served up on another iconic platter for the franchise, "Miller Time." The new go-to guys for Miller Lite include Vince Vaughn, Ken Jeong, Chuck Liddell and Questlove.
But interestingly, Miller brand managers say that their new campaign (watch below) will not seek to trade too heavily on the appeal or persona of any one of its new stable of celebrity pitch people. One ad wonders what it would be like to hang out with actor Jeong, who will star in the upcoming Hangover Part III—but he's self-deprecating in the spot.
"Celebrity is not our strategy," Con Williamson, chief creative officer at Saatchi & Saatchi, the agency behind the campaign, told Ad Age. "Our strategy is solely focused on Miller Time." That, of course, will leave Miller strategically opposed to the growing number of tight tie-ups between beverage brands and individual celebrities, including Justin Timberlake and Bud Light Platinum, Taylor Swift and Diet Coke, and Beyonce and Pepsi.Continue reading...
Posted by Mark J. Miller on March 8, 2013 05:07 PM
Heineken’s Star Bottle Arrives Stateside with New Campaign
Heineken’s new taller, sleeker and starred bottle is already available in 170 countries and is now being rolled out in the United States with a new “Arrive Big” ad campaign featuring the brand’s “Man of the World” in such exotic locations as Ho Chi Minh City, Vietnam, Lagos, Nigeria and New York City. In each location, the protagonist finds himself in prickly situations at various clubs, yet somehow ends up with the girl and the beer (and an #arrivebig hashtag, to boot) in the end.
“Our priority is to ‘break the mold’ in beer marketing with cinematic, sophisticated ads that feature our ‘Man of the World,’ a progressive, cultured guy, who is inventive in any situation,” said Colin Westcott-Pitt, vice president of Heineken, in a press release. Heineken doesn’t go so far as to pull a New Coke move and break the mold inside the bottle, of course.Continue reading...
Posted by Mark J. Miller on March 4, 2013 03:37 PM
Soccer fans in China were recently dealt a nasty blow when news came out of just how rigged the system has been there. Close to 60 Chinese soccer officials, including two former heads of the Chinese Football Association and the nation’s most-respected referee were recently banned from the sport for anywhere from five years to life for fixing games.
In addition to the corruption scandal, Chinese football has also just lost two of its biggest stars—the Ivory Coast’s Didier Drogba and France’s Nicolas Anelka—long before soccer fans in the country expected them to leave.
What’s the most-populated nation in the world to do? Hire the world’s most well-known soccer player under the age of 40 to help shift its image, of course. The 37-year-old David Beckham, who is now on the roster of Paris Saint-Germain Football Club in France’s Ligue 1, has signed on to be the brand ambassador for Chinese football, the BBC reports.Continue reading...
brands under fire
Posted by Mark J. Miller on March 4, 2013 12:17 PM
Budweiser, the self-anointed King of Beers and nine of its AB InBev brethren found themselves with a bit of a PR problem last week when press seized on the story of class-action suits being filed in seven states that claimed the brewskis had been knowingly watered down before being sent out for consumption.
The world’s largest brewer denied the charges being made in the suits filed in California, Colorado, Ohio, Missouri, New Jersey, Pennsylvania and Texas, but clearly wanted to set the record straight for some of its loyal drinkers for fear that they might believe the stories of those who had filed suit—people who had been buying Bud and other InBev products by the caseload every month for years on end.
To combat the claims, AB InBev has turned to both newspaper print ads and Twitter, the Associated Press reports. The Twitter push encompassed the Budweiser-back "Beer Loves You" local Twitter handles (see below), which sent out the a copy of the full-page newspaper ad that ran on Sunday.
That ad, carried in newspapers including the New York Times and the Los Angeles Times, showed an image of a can of drinking water, representing “one of the 71 million cans of drinking water it has sent to the American Red Cross and other relief organizations in disasters.” Along with that is the text, "They must have tested one of these," the ad says, along with "We take no shortcuts and make no exceptions. Ever."
Two independent tests by St. Louis TV station and NPR have both backed the brewer’s side of the story, a fact that was pushed out onto Twitter by InBev, Ad Age reports. That’s a big switch, the publication notes, for a company that had avoided being on Twitter at all until fairly recently.Continue reading...
brands under fire
Posted by Mark J. Miller on February 27, 2013 01:41 PM
Budweiser may want its consumers to turn to their brethren and say, “This Bud’s for you,” but there is a growing number of its flock that is increasingly upset with the brand.
Several new class-action suits against Anheuser-Busch filed in California, Pennsylvania and New Jersey claim that the brewer has been watering down 10 of its products, including Budweiser, Michelob and Hurricane High Gravity Lager in order to boost its own profits, NBC News reports. The word is that a few former employees have shared with others that the company waters down some of its brands “just before bottling and cuts the stated alcohol content by 3 percent to 8 percent.” Similar suits are planned for Colorado and Ohio. Continue reading...
Posted by Alicia Ciccone on February 21, 2013 07:02 PM
In response to the shrunken job pool and the ever-growing ocean of job seekers, many companies are taking a non-traditional approach to filling openings.
Enter Heineken and their 'extreme' interviewing process. The Dutch beer giant released a viral video, simply titled "The Candidate", in which viewers get to watch a handful of unsuspecting hopefuls interview for an internship with the company's Event and Sponsorship department.
What follows—holding the boss's hand, reviving him after he passes out and rescuing an employee during a fire alarm—makes for pure, reality-show gold.Continue reading...
brand and bottle
Posted by Mark J. Miller on February 18, 2013 07:02 PM
If there are two things that Angelina Jolie and Brad Pitt need it’s more money and more publicity. So the pair will release their first wine from their organic 1,000-acre French estate, Chateau Miraval, next month with their names on the bottle, Bloomberg News reports.
The rosé, formerly known as “Pink Floyd,” will be labeled as Miraval and feature Pitt and Jolie’s names on the back of the bottle along with Perrin, the family that Brangelina has partnered with to help create and distribute the wine. The trio will also distribute a white later this year and reds in 2014. “We are intimately involved and quite enthused over the wine project with our friends the Perrin family,” Pitt said via his publicist.
One thing that brought Perrin and Pitt-Jolie together was the fact that both vineyards grow their vines organically, something the Perrin family has been doing since 1950. Now the Hollywood escapees are joining a long line of celebs who have extended their personal brands to alcohol brands.Continue reading...