digital moves

Digital Watch: LVMH Engages Chinese Influencers With Nowness

Posted by Barry Silverstein on April 25, 2012 01:01 PM

The insatiable Chinese consumer is one of the big reasons luxury brand marketers like the French conglomerate LVMH took the recent economic downturn in stride. 

LVMH, owner of iconic brand names including De Beers, Fendi, Givenchy and Louis Vuitton, recognized years ago that China represented a burgeoning luxury market. Along with European competitors like Hermes and Burberry, LVMH aggressively sought out Chinese retail channels for its products.

Even though luxury products continue to enjoy popularity, there are signs that store sales may be leveling off in China. That's why LVMH is looking to the Internet as a new way of engaging upscale Chinese consumers, as evidenced by the launch of a Chinese-language version of its Nowness.com portal.Continue reading...

trademark wars

Chick-fil-A Refuses to Be Cowed by Activists, T-Shirt Makers

Posted by Mark J. Miller on April 3, 2012 02:07 PM

For more than a decade, Vermont artist Bo Muller-Moore has been making t-shirts that urge folks to “eat more kale” instead of, oh, fast food.

He’s received a lot of free publicity and an uptick in sales in recent months thanks to the legal eagles at Chick-fil-A who have been trying to get him to stop using the phrase after he filed for a trademark. The chain feels his t-shirt slogan is too close to its trademarked “Eat mor chikin” slogan (misspelled as a cow might spell it — if a cow could write signs begging fast food restaurant brands to serve another species' meat).

While plenty of folks have had a chuckle or two over the legal kerfuffle, it’s anything but funny to the food chain’s lawyers, who filed a complaint last week with the Trademark office that consumers may think the two messages are coming from the same place, according to Vermont's Burlington Free Press.

A day later, the Trademark office announced that it agreed with Chick-fil-A that "Eat more kale" is too close to "Eat more chikin," and now Muller-Moore has six months to respond or the rejection of this trademark request will become permanent.Continue reading...

auto motive

VW Brings Kraftwerk to America for MoMA Retrospective

Posted by Shirley Brady on February 16, 2012 04:01 PM

Volkswagen Group of America is sponsoring an eight-night run of a fellow German high-tech b(r)and — electronic music Kraftwerk — at the Museum of Modern Art in New York.

The event, titled Kraftwerk – Retrospective 1 2 3 4 5 6 7 8 and running April 10-17, will feature 3-D visualization and performances of the group's classic tunes from albums including Autobahn, Trans Europe Express, The Man-Machine, and Computer World.

The sponsorship continues a multi-year partnership between Volkswagen, MoMA and MoMA PS1 that kicked off last May "to foster and inspire innovative thinking through important exhibitions and education programs."Continue reading...

event marketing

Here Comes the Sun: Tropicana Wakes Up London

Posted by Shirley Brady on January 24, 2012 11:50 AM

Tropicana UK's new TV commercial, "Awake to Alive," shows how the world wakes up to a brighter morning with Tropicana. The PepsiCo-owned brand, the top-selling juice in the UK, is also giving away 1,000 litre cartons of Tropicana on its Facebook page — and used the ad as the inspiration for an eye-opening event: an artificial sunrise in London's Trafalgar Square on January 23rd. Watch below.Continue reading...

creative snack

Need a Creative Snack? Get Dotty!

Posted by Michael Waltzer on January 4, 2012 03:07 PM

Need a bit of creative inspiration? Check out this collaborative art installation in Australian, the work of Japanese artist Yayoi Kasumana (who's fascinated with dots) and thousands of children, currently on show in Australia at the Gallery of Modern Art at the Queensland Art Gallery.

Titled "The Obliteration Room," it's up through March 11th. The space, designed to engage children and inspire their creativity, started out as an Australian domestic environment painted completely white to serve as canvas ... before being transformed by thousands of youngsters and other gallery visitors and colorful sticker dots into a wildly fun, dotty room.

Instead of the usual "hands off!" caution to kids visiting art spaces, they were the creators in charge of transforming the space, as you can see below.Continue reading...

brand collaborators

Nike Adds Miami Heat to LeBron 9 Shoe

Posted by Mark J. Miller on December 22, 2011 10:01 AM

The Miami Heat and Dallas Mavericks will reprise their NBA Finals matchup from last season on Christmas Day, the first day of this shortened NBA season. The Heat will likely get to watch the Mavs celebrate their Finals victory again before they tipoff their new season.

LeBron James, who says that it took him two or three weeks to start coming out of his depression after the Finals, isn’t going to enjoy the show too much.  Something he will likely enjoy is the launch of a special design for his ninth signature shoe with Nike, the LeBron 9, which is slated for release on Dec. 31st.

The Huffington Post reports that Nike is putting a little bit of Miami flavoring in the $170 shoe by commissioning locally-flavored art from one of the city’s coolest artists, Alvaro Ilizarbe, who goes by the name Freegums, for one version of the shoe.Continue reading...

brand and bottle

Absolut Vodka Seeks Absolut Purity in Paris

Posted by Michael Waltzer on December 19, 2011 05:05 PM

No ink, no paint, and 100% cellulose paper. Too little ingredients for a bus ad for a big brand like ABSOLUT, right? Wrong. Those ingredients are what artist Simon Schubert and the brand's marketers feel best represents purity, or, "ABSOLUT Purity".

ABSOLUT Vodka is featuring the poster, above, in an Avenue de l’Opéra bus shelter in Paris. It consists of a single sheet of blank paper using only folds and shadows playing off lighting. That means no ink, no chlorine, and no color. The dramatic poster is meant to portray the multi-sided bottle the brand produced for holiday imbibing and New Year's ringing in, an eye-catching limited edition gift.

See more of the campaign in the video below:Continue reading...

sporting brands

Puma Unifies African Art and Soccer

Posted by Mark J. Miller on December 8, 2011 04:01 PM

Soccer in African nations has played a big part in Puma’s global marketing in recent years. That partnership has just taken another huge step forward with the unveiling of 10 new uniforms for 10 different African nations and a new exhibit at London’s Design Museum that showcases the new football kits.

Uniforms in a design museum? Well, they’ve all been designed by a “renowned artist from the Creative Africa Network, a PUMA platform connecting and promoting artists from and in Africa,” according to a company release.Continue reading...

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