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Ford Launches New Campaign in Europe as It Plans to Shutter Aussie Output

Posted by Dale Buss on May 23, 2013 04:28 PM

The picture for Ford and other automakers in the US market continues to look pretty good, but Europe remains a very challenging market. So Ford is launching a major new European advertising campaign this weekend tied to the "Super Bowl" of the continent's favorite sport, soccer.

Ford of Europe is leveraging the hugely popular 2013 UEFA Champions League Final football match on Saturday to begin a new effort—one of the biggest so far under its worldwide "Go Further" positioning unveiled last year—that emphasizes technologies available across all or much of Ford's product lineup rather than focusing, as usual, on individual nameplates.

A TV audience of 150 million people across Europe is expected for the finals at London's Wembley stadium, where perimeter boards at the game also will direct viewers to a new website that includes entertaining videos and information about the featured technologies.Continue reading...

campaign tactics

Coca-Cola Gets Personal in Europe with "Share a Coke" Campaign

Posted by Barry Silverstein on May 15, 2013 02:42 PM

Summertime is a great time for sharing soft drinks—and Coca-Cola wants to make the most of it in a very personal way with the "Share a Coke" campaign, launching across Europe this month.

"This month we're swapping our names with yours," proclaims the world's leading soft drink in a concept that has a country's most popular names showing up on Coca-Cola bottle labels. In Great Britain, for example, Coke bottles on shelves this summer will feature 150 of the UK's most popular names. In addition, Share a Coke vending machines will be on tour so Coke fans can personalize their very own Coca-Cola or Coke Zero bottle. The company is also encouraging Facebook users to create a virtual personalized Coke can to share with someone.Continue reading...

brands under fire

Greenpeace Goes After Coca-Cola in Ongoing Recycling Battle in Australia

Posted by Sheila Shayon on May 10, 2013 03:47 PM

Greenpeace is targeting Coca-Cola in its latest campaign, a crowd-funded TV ad that is a call-to-action for Australia’s "Cash for Containers" recycling program, which they say the giant bottler has sabotaged. “Behind Coke’s slogans and sunshine, the beverage giant is trashing Australia,” said Reece Turner, senior campaigner at Greenpeace Australia Pacific. 

In March, Coca-Cola won its court case to stop a recycling refund scheme in the Northern Territory—a program that doubled recycling rates and has run successfully in South Australia for more than 30 years, according to Greenpeace. The program added 10 cents to retail prices for manufacturers like Coke, but consumers would get a refund for recycling the containers in appropriate bins. 

Clean Up Australia estimates that Australians use between 13 to 14 billion drinks containers a year and that 45 percent of the plastic waste that is collected on Clean Up Australia Day is beverage industry-related. “This loose rubbish is estimated to affect up to 65 percent of Australian seabirds. Some mistake the plastic for food. When they swallow too much, their tiny stomachs become so full they're unable to ingest any food—literally starving to death on a full stomach,” according to Greenpeace.Continue reading...

brand roadmaps

It's No Secret: JCPenney Says 'We're Sorry' and 'Come Back' with Social Media Blitz

Posted by Dale Buss on May 1, 2013 06:12 PM

JCPenney's brand-resuscitation efforts continued today with a digital-era form of a classic corporate move: the mea culpa.

The company launched a virtual apology tour on Facebook, YouTube (watch below) and Twitter to get the message out to customers—those same customers that now-ousted CEO Ron Johnson in large part ignored for more than a year—that the brand is sorry and wants them to come back.

According to Bloomberg, the campaign was developed on Johnson's watch and implemented by Sergio Zyman, the former Coca-Cola marketing executive who will go down in history as the architect of the New Coke fiasco.Continue reading...

health matters

Scotland Looks to Go Smoke Free with Widespread Ban

Posted by Mark J. Miller on March 28, 2013 04:37 PM

Some countries have hidden cigarette brand names from consumers with plain packaging. Some countries demand retailers hide the cigarettes away. Some countries have put nasty images on the packaging so consumers can see what could happen to them someday if they continue to smoke, and some are just starting over. But one country is just planning to get rid of the darn things altogether.

It’ll take a few years, of course, for Scotland to get all tobacco products out of its country, but the plan is to have them gone by 2034, according to the UK's thecourier.co, so smokers might want to get their trips to Scotland over with sooner rather than later. The country has already banned smoking from public places and raised the age of purchase from 16 to 18; it now plans to ban smoking from the grounds of all hospitals and force retailers to sell smokes in plain packaging.Continue reading...

traveling brands

Lonely Planet Sold to Reclusive Billionaire Who Vows to Continue Storied Journey

Posted by Mark J. Miller on March 20, 2013 01:33 PM

BBC Worldwide has only been the sole owner of the Lonely Planet brand since 2011 after buying 75 percent of it in 2007, but it's been ready for some time to let it go.

For $42 million less than it had purchased it for—and after years of partnering with Melbourne, Australia-based founders Tony and Maureen Wheeler to build the business into a strong global brand—BBC Worldwide this week sold the world's biggest travel publisher for $77.7 million. The buyer is NC2 Media, which vaguely describes itself as “primarily engaged in the creation, acquisition and distribution of quality digital content and the development of the technologies to make that possible.”

The media company is run by a billionaire Kentucky recluse who supposedly doesn’t use email, made a good chunk of money from selling low-cost cigarettes before selling them off and renouncing tobacco, and is one of the top five landowners in the U.S. with 1.7 million acres to his name, Brad Kelley.Continue reading...

health matters

Singapore Latest to Join Anti-Tobacco Fight

Posted by Mark J. Miller on March 13, 2013 05:16 PM

The U.S. government has been in a long-running battle with Big Tobacco to try and get nasty images placed onto cigarette packaging, a fight that seems destined to end up in the Supreme Court someday.

Singapore is the latest country that appears ready to step into that same boxing ring. With 5.3 million people, Singapore may not be the largest country in the world, but it has the world’s fourth-leading financial center and one of the top five busiest ports in the world, and soon, it may be difficult to see any packs of cigarettes. The Wall Street Journal reports that "the Singapore government is proposing to ban shops from displaying tobacco-related products."Continue reading...

brand news

In the News: Walmart, Diageo, HSBC and more

Posted by Dale Buss on March 4, 2013 08:46 AM

In the News

Walmart philanthropic director Sylvia Mathews Burwell expected to be nominated Monday as Obama's budget chief.

India develops a taste for premium beer while officials approve $2 billion Diageo deal.

HSBC set for $23 billion profit as turnaround gains traction.

AB InBev takes to Twitter and newspaper ads to fight watered-down-beer charges.

AIDS drug breakthrough sees infant evidently cured through early use of virus-blocking drugs.

Alfa Romeo reboot marks tough road for Fiat.

American Airlines drops below 60,000 employees for the first time since 1987.

AOL's new Brand Group CEO Susan Lyne lays out her goals.

Asos joins brands using Twitter's Vine for short form social video marketing.Continue reading...

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