2014 Brandcameo Product Placement Awards

rebranding

Nitro Infuses Brand With Aussie Attitude

Posted by Michael Waltzer on February 21, 2012 04:28 PM

Friendly technology. It may sound like an oxymoron to some, but through thoughtful branding and visual design, it can be portrayed as exactly that. Nitro, which offers a PDF conversion product, has just rebranded for that very reason.

The brand, which started in Australia in 2005 and is now headquartered in San Francisco, felt its visual identity did not reflect its culture, products, or approach. In short, they wanted a brand "we could be proud of." Below, find out how they rebranded and why.Continue reading...

package design

Kangaroo Cigarette Pack Swings at Australia’s Tobacco Laws

Posted by Mark J. Miller on January 31, 2012 11:01 AM

Australia is getting tough with tobacco companies. The government there recently voted to ban branded packaging for cigarettes and only allow them to be sold in plain packages that only contain graphic warnings against smoking.

Several tobacco companies have taken legal action against the law and now a different form of payback has emerged: British American Tobacco's Winfield brand cigarettes sold in France “feature a picture of a kangaroo on the front, with a map of Australia and the words ‘An Australian Favourite,’” according to the Telegraph. The health warning, "Fumer tue," translated to "Smoking Kills."

The Aussie packaging, of course, is not sitting well with Australia’s Health Minister, Nicola Roxon.

“Many Australians are going to be outraged that a big tobacco company all the way round the world is using Australia's healthy lifestyle to market their deadly products," she stated. "What I think it's really showing is the sneaky levels that tobacco companies will go to encourage people to buy their products."

The legal case against the Australian government is set to be heard in April.

The Australian Society for Kangaroo Lovers probably isn’t happy about it, either.

brand challenges

Australian Surfboard Brands Battle Chinese Makers

Posted by Shirley Brady on January 5, 2012 02:40 PM

Made in China surfboards are taking market share from Australia's surfboard brands, according to Bloomberg. Blame undercutting on price by the Chinese manufacturers, along with rising production costs for the Aussies, who are also being slammed by "a strong currency that’s making their products less competitive overseas."

The dilemma, as Bloomberg puts it:

From Bells Beach to Brisbane, Australia’s board builders are facing a choice: close down, or try to preserve local designs and branding by applying them to products made abroad. “We have to adapt,” said Michelle Blauw, co-owner of Currumbin, Queensland-based D’Arcy Surfboards and president of the Australian Surf Craft Industry Association. “You can’t always point the finger and blame everybody else for the situation that you’re in.”

Another solution, beyond local branding and craftsmanship, is to better utilize digital marketing to more deeply engage with surf, board and action sports fans. Case in point: the D'Arcy Surfboards website offers a Japanese version, in addition to riding the social wave with a Facebook page and store, blog, on Google+ and on Twitter.

The Australian Surf Craft industry is also promoting "Made in Australia" labels to battle the cheaper imports and appeal to homegrown pride: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...

mobile marketing

American Express Gets Festive with Talking Tags

Posted by Sheila Shayon on December 21, 2011 11:31 AM

Augmented Reality is hot among brand marketers, and American Express was inspired to test a seasonal spin on AR.

AmEx card holders in Australia were sent a Talking Tag to include with gifts for prank-playing partners, naughty friends, nice siblings, and wolf-crying colleagues. The tags direct recipients to an augmented reality experience customized just for them.Continue reading...

package design

Philip Morris Sues Australia Over Cigarette Plain Packs

Posted by Mark J. Miller on December 20, 2011 04:04 PM

Since Australia passed legislation that will force tobacco companies to sell all of their products in brand name-free, plain green packaging with such heartwarming statements as “Smoking causes blindness” or “Don’t let children breathe your smoke” (and are accompanied by equally pleasant images), tobacco companies have been in a bit of snit.

On Tuesday, Philip Morris Asia became the third tobacco giant, along with British American Tobacco and Imperial Tobacco, to file suit in the country’s High Court to try and put a stop to such an effort, Reuters reports.

The new legislation in Australia “is being closely watched by governments considering similar moves in Europe, Canada, and New Zealand,” Reuters notes, which is part of the reason why the tobacco companies are getting all worked up about it. But Philip Morris claims it has other reasons as well.Continue reading...

brand take over

Foster's Shareholders Approve SABMiller Takeover

Posted by Shirley Brady on December 1, 2011 02:32 PM

Foster's Group shareholders at a meeting in Melbourne today approved the A$11 billion takeover bid from British brewing giant SABMiller, which argued that it's a great price for investors — but not everyone was satisfied with the transaction, as Australia's ABC reports, above.

private brand

Australian Retailers Squeeze in More Private Brands

Posted by Barry Silverstein on November 24, 2011 10:07 AM

We've reported numerous times about the rise of the private label or store brand throughout the U.S. and worldwide. Fueled by economic conditions, store brands have increased in popularity, offering shoppers lower priced alternatives and causing concern for name brand marketers. More and more, private labels are taking on global appeal as stores grab a larger share of shelf space for their own brands.

Now the Land Down Under may become overwhelmed with private labels, according to a report in the Sydney Morning Herald. Already a hotbed of store brands, Australia could well be inundated by its two largest supermarket chains, Coles and Woolworths, who have both applied for hundreds of trademarks with the country's IP Australia, the government agency administering intellectual property rights.Continue reading...

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