sports in the spotlight

Coca-Cola Releases Summer Olympics Campaign as Non-Sponsor Nike Sees #MakeItCount Halo

Posted by Barry Silverstein on February 16, 2012 11:07 AM

Major sporting events and major brands go hand in hand, and marketers can't get started early enough with pre-event promotions. 

Witness the recent Super Bowl. An unprecedented number of Super Bowl ads appeared prior to the Super Bowl, as online unveilings appeared via YouTube and on promotional websites. Some pundits questioned the wisdom of such pre-game publicity, wondering if it simply undermined advertising effectiveness.

But that isn't stopping big brands from doing it again, this time in advance of the 2012 Summer Olympics to be held in London. Coca-Cola, a major Super Bowl advertiser, has gone public with its "Move to the Beat" London 2012 Olympics campaign that was announced in September.Continue reading...

social marketing

Kraft Runs #VoiceofLove Valentine's Day Promotion with Ted Williams

Posted by Shirley Brady on February 13, 2012 10:01 AM

Here's another novel Valentine's Day promotion — Kraft is running a Twitter-based campaign with brand voice Ted Williams. The "homeless to Hollywood" voiceover phenom is reading fans' Valentine's Day Tweets tagged #voiceoflove and for every tag, Kraft will donate 100 boxes (up to 100,000 in total) of Kraft Macaroni & Cheese to Feeding America. Check out one example below and more on KMC's YouTube channel.Continue reading...

brand extensions

Sensory Branding: Luxury Auto-Makers Woo with Smell and Sound

Posted by Mark J. Miller on December 5, 2011 05:05 PM

Looking for stocking stuffers for the luxury auto buff who has everything?

BMW recently partnered with Austrian natural cosmetics brand Susanne Kaufmann as part of its BMW i future-forward R&D initiative, and one of the first products they’ve come up with is the Purif-i hand sanitizer and moisturizer, which is made entirely of herbal extracts. Only 14 euros (almost US$19) will get you 75mls of the stuff.

“The unique collaboration between a natural cosmetics manufacturer and the BMW i mobility brand is an example of how nature and technology can work together and effectively enhance each other,” said Uwe Dreher, BMW i’s marketing manager, about the brand extension, according to Wired.

The sanitizer comes on the heels of rival Mercedes-Benz releasing its own perfume in September. Bentley, meanwhile, today released its new sound — described as "stirring and thunderous" — as part of the brand's rejuvenation in 2012. Listen below.Continue reading...


Coca-Cola's Global Holiday Campaign Shakes Up Christmas with Natasha Bedingfield

Posted by Shirley Brady on November 24, 2011 05:15 PM

Coca-Cola's global holiday campaign will once again revolve around music, with British pop star Natasha Bedingfield. Now available on iTunes, her 2011 holiday anthem, "Shake Up Christmas" (a tune popularized last Christmas by the Grammy Award-winning band Train), has been recorded in six languages.

Additionally, Coca-Cola is introducing new television spots, online and mobile experiences, in-store promotions and packaging. A mobile app lets fans create and share personalized Christmas greetings by cropping a photo into a dance performance to ‘Shake Up Christmas,’ as well as a Facebook gaming application, customized Christmas wallpaper and ringtones.

Watch more of the campaign below — an extension of the global marketing platform "Open Happiness" — below. is set to launch this month in over 90 countries across the globe.Continue reading...

brand aspiration

Australia’s Telstra Gets a Colorful Makeover

Posted by Mark J. Miller on September 20, 2011 03:01 PM

Next time you are in Australia and a multicolored truck rolls by, don’t worry. It’s probably just the phone company.

Telstra, the nation’s largest telco and provider of voice, mobile, video (pay TV) and broadband Internet services (via its BigPond ISP), is in the midst of a major branding initiative with a new tagline that announces “Welcome to Life in Full Colour” and an advertising push whose song includes the line, "Get out your rainbow colors."

According to Telstra's press release, the company is wrapping itself in six colors (orange, green, turquoise, blue, purple and magenta) to symbolize "the diversity" of its customers and services.Continue reading...

branded entertainment

Sonic Happiness: Coca-Cola Releases "The Great Happyfication"

Posted by Shirley Brady on September 16, 2011 01:43 PM

Coca-Cola today unveiled The Great Happyfication on Facebook and Twitter, a six and a half minute film that continues its award-winning Happiness Project.

The animated short was commissioned for its 125th anniversary. Its goal: to reinforce its brand positioning of happiness ("have a Coke and a smile") and music, with the eye-catching piece bringing its audio branding (and signature audiomark) to live.

"We wanted to make the happiest 6 and a half minutes in film," says Jonathan Mildenhall, VP Global Advertising Strategy & Content Excellence of Coca-Cola, in a press release. "We also wanted to get the world singing the Coca-Cola 5 notes." Think it lives up to the creative brief?

sonic truth

Hum That Brand: Nokia Contest Seeks Update of Signature Tune

Posted by Anthony Zumpano on September 9, 2011 01:59 PM

Yahoo’s not the only company wishing it had a fission-powered DeLorean (a la Nike this week) to facilitate a return to better times.

It wasn’t long ago – all right, maybe an eon in the cellphone era – when more pockets were stuffed with Nokia phones than ears plugged with trendy white headphones. Those iPod buds were annoying if you weren’t an early adopter, but at least they didn’t disturb you in a movie theater, unlike that Nokia earworm (known as the Nokia Tune) that burrowed into my brain to keep company with the latest derivative party anthem by the Black Eyed Peas.

Think you can come up with a new Nokia Tune? Now's your chance!Continue reading...

now hear this

Chrysler Produces Gospel Version of Eminem Super Bowl Hit

Posted by Dale Buss on August 3, 2011 07:00 PM

Chrysler’s new “Imported from Detroit” positioning may not be directly responsible for helping the automaker move cars off the lot, but it's certainly creating some memorable audio branding.

Through July, Chrysler has sold nearly 40,000 of the new 200 model sedan that was featured in the epochal Eminem Super Bowl commercial, in a segment where it sold only 24,000 cars the year before. Yet the latest version of the larger 300 sedan, fresh as of March, only moved 6% more units in July than the old version did a year ago, and Chrysler relies on the same basic positioning for its 300 advertising campaign. 

Yet there’s no doubt that the Chrysler brand has benefited from its willingness to embrace Motown again as a place of authenticity where you really can build fine automobiles.Continue reading...

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