brand partners

Dude Process: PBR, O'Neill Avoid Trademark Scuffle By Partnering

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...

celebrity brandmatch

Miller Lite Brings Back 'Miller Time' and 'All Star' Approach in New Campaign

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...

cocktail hour

All the News You Can Drink: Heineken Star Rises, Brangelina Wine a Sell-Out and more

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...

ad watch

Heineken's "The Candidate" the Latest in Extreme Interviewing

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...

design watch

To Stay Current, Heineken Asks the Crowd to Draw on Designs In Its Past

Posted by Mark J. Miller on February 6, 2013 03:02 PM

Milan Design Week may be held in Italy’s fashion capital, but it will have a bit of Dutch flair again this year as Heineken looks to ensure visitors get a glimpse of its branding.

The brewer, which is celebrating its 140th anniversary, has partnered with a few designers to create a new exhibit space in Milan – The Magazzini — leading up to the big April event.

Last year, Heineken created a pop-up nightclub for the event that was the creation of 19 young designers from around the world. The approach led crowdsourcing.org to name Heineken one of the “leading global brands to embrace crowdsourcing and co-creation.”

Moving forward with the crowdsourcing concept, the brand has now asked people to visit its Facebook page and use elements of its bottles, advertisements and labels from the past 140 years to “remix” them into a bottle of the future. The top 30 will be showcased during Milan Design Week, and a winner will also be announced that week.

The designer of the chosen bottle will also get to see their creation made and know that, for at least a limited time, beer drinkers worldwide are cradling their creation.

Heineken and its collaborators will also host a series of daily workshops at The Magazzini during Design Week.

super bowl

Making Out Well: Ferrell's Old Milwaukee Ad Airs Regionally, But Spreads Virally

Posted by Mark J. Miller on February 5, 2013 11:59 AM

While many brands paid as much as $4 million to air a Super Bowl ad, one figured out a way to get a lot of attention for much less.

Old Milwaukee aired an ad during the game featuring mustachioed comedian Will Ferrell in an extended kiss with a fellow bus passenger — but only in three tiny markets: Sherman, Tex.; Ardmore, Okla., and Glendive, Mont.

It wasn't immediately clear what the residents of those locales thought of "their" Super Bowl spot. But given its high-profile smoocher, it has resulted in the brewer getting a decent amount of attention compared to the brands that shelled out big bucks to have their ad seen by the huge Super Bowl viewing audience. USA Today, Yahoo!, and other highly watched media outlets had written about the Ferrell spot. 

Ferrell’s ad had received more than 1.5 million YouTube views by midday Tuesday, and seemed to be posted online only by fans of the ad itself. (Budweiser's popular Super Bowl ad featuring the adventures of a young Clydesdale had received more than 9 million by that point, but spent a comparative fortune.)Continue reading...

super bowl

Super Bowl Ad Watch: Budweiser Tugs at Heartstrings With #Clydesdales Return

Posted by Shirley Brady on January 31, 2013 01:04 PM

Budweiser has unveiled its full Super Bowl ad — a rare move for the brand — ahead of Game Day on Sunday.

Titled "The Clydesdales: Brotherhood," the spot heralds the return of Bud's iconic horses, and features its youngest member, who was a week old during the commercial's shoot at the brand's Grant Farm stables.

The spot also promotes a Twitter hashtag, as more Game Day ads will feature this year: #Clydesdales. Watch below.Continue reading...

brand battle

AB InBev Wins a Big Round in Euro 'Bud' Dispute, But Modelo Merger in Question

Posted by Mark J. Miller on January 22, 2013 02:29 PM

For more than a century, there’s been a bar fight going on between the world’s biggest brewer, AB InBev (and all its predecessors) and Czech brewer Budejovicky Budvar NP. Both claim they should have the rights to the name “Bud” in Europe. 

The most recent winner is AB InBev after the EU General Court in Luxembourg “rejected Budvar’s appeal of AB InBev’s right to the EU trademark because the Czech company presented insufficient proof of the existing use of the name in some European countries,” Bloomberg reports.

Anheuser-Busch InBev NV claims to have been using the Bud name since 1876. Budvar did not exist until 19 years later. AB InBev put in an application for the trademark in July 1996 and, according to the court, Budvar couldn’t show that it had used the term across Europe before then.Continue reading...

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