The Big Game

Pepsi Hypes Halftime with Videos, Promos from New York to Nebraska

Posted by Dale Buss on January 31, 2014 03:57 PM

So far, so good in the whole "master-brand" strategy that Pepsi said it's emphasizing in its marketing and advertising surrounding Sunday's Super Bowl. On Friday, the brand released a number of videos with the unified purpose of "hyping" its halftime show featuring Bruno Mars.

The videos included the 30-second lead-in that Pepsi plans to run before the show, and a clever pastiche that utilizes the New York skyline and sites including MetLife Stadium, where the game is being played, in a mashup with music and musicians.

There also are videos demonstrating other ways that Pepsi has permeated its corporate backyard with excitement for the halftime show, including one that uses a "vending machine" that startles would-be consumers by sending out everything from marching bands to break-dancing "referees."Continue reading...

brand news

In the News: Microsoft, Saks, Facebook and more

Posted by Dale Buss on January 31, 2014 09:33 AM

In the News

Microsoft reportedly preparing to name its cloud chief Satya Nadella as new CEO and contemplating removing Gates from Chairman role. 

Saks plans to push harder at high and low ends of luxury market.

Facebook mobile ad boom adds $3.2B to Mark Zuckerberg’s wealth as social network announces news app, Paper. 

Amazon may raise Prime membership price as stock drops on disappointing earnings report.

Anthem blames Obamacare for hiking premiums. 

BMW assesses demand as i3 buyers face six-month wait.

Beyonce is now the focus of a university course. 

Burger King tests chicken-and-waffle sandwich.Continue reading...

The Big Game

For Food and Bev, Super Bowl Will Be a Battle of the Brands

Posted by Dale Buss on January 29, 2014 06:50 PM

No doubt Scarlett Johansson's ad for Sodastream will be among the most-anticipated of the the big game on Sunday. Cheerios' reprise of its mixed-race family will strike some of the most emotional cords. And a Budweiser spot featuring a puppy and a Clydesdale might convert a lot of snack-table napkins into makeshift hankies.

But more impressive than all of those things individually is the likelihood that food and beverage brands finally will rival automakers as the highest-impact vertical choosing to advertise in the Super Bowl this year. (Watch some of the Big Game spots that have already released below.)

One brand in particular, Pepsi, has a lot riding on the Super Bowl—so much in fact that the brand launched a seperate lead-in campaign to build up excitement for the Pepsi-sponsored halftime show.

"The heart and soul of our brand is pop culture and sports and music," Simon Lowden, CMO of Pepsi Beverages North America, told brandchannel. "And there's no better event than the Super Bowl to bring that to life."

The Big Game will be a major platform for Pepsi's tack to what it is calling a "master brand" strategy in which it treats the variety of Pepsi products as a single brand rather than calling out individual products as has been its tendency.Continue reading...

brand news

In the News: Amazon, Michelin, Mercedes-Benz and more

Posted by Dale Buss on December 16, 2013 09:14 AM

In the News

Amazon faces globalization of its wage dispute in Germany and experiments with delivery of large box of CPGs.

Michelin recalls 1.2 million tires.

Mercedes-Benz warns dealers of tight CLA supplies as it moves new C-Class further up-market.

AB InBev finds less is more in growing Goose Island cult brand.

Airbnb launches first national ad campaign.

Baidu adds warnings as regulators focus on Chinese stocks.

Beyonce may be blazing new marketing trail with quiet album launch.

BlackBerry edges closer to corporate abyss.

Chili's launches delivery for orders of $125 and up.

Detroit Lions urge downtown businesses to light themselves blue for Monday Night Football.

Evian fields viral baby video.

Fiat-Chrysler successor to CEO Sergio Marchionne remains vague.Continue reading...

philanthropy brands

Gucci's Chime For Change Sponsors Hackathon for Women's Rights

Posted by Sheila Shayon on November 4, 2013 02:47 PM

The latest project from Gucci's Chime for Change initiative is challenging female techies to participate in Chime Hack—an effort that will serve to create mobile apps that support girls and women around the globe. 

With help from Twitter and San Francisco-based female tech community, Women Who Code, the event following San Francisco's TEDWomen 2013 will include Facebook’s Andrew Bosworth, Twitter’s Dick Costolo, Xiaomi’s Hugo Barra, Google’s Susan Wojcicki, and Phil Wise and Annie Fox of Hearst Magazines.Continue reading...

brand news

In the News: Honda, United Airlines, Pinterest and more

Posted by Alicia Ciccone on September 20, 2013 09:36 AM

In the News

Honda recalls nearly $375,000 cars in US for airbag issue. 

United Airlines brings back old slogan for new campaign. 

Pinterest launches promoted pins—for free. 

AllThingsD and the Wall Street Journal are breaking up.

AOL launches premium ad formats. 

Apple begins selling its new iPhones today. 

Beyonce and JayZ named Forbes' highest earning couple. 

Disney and producer Jerry Bruckheimer will part ways

Ford weighs options with aging Lincoln brand. Continue reading...

media brands

Miley Cyrus + MTV = Record-Setting VMA Ratings

Posted by Sheila Shayon on August 27, 2013 01:47 PM

Sunday's controversy-filled telecast of the MTV Video Music Awards paid off, garnering the network a big boost in viewership and engagement that has returned the annual awards show to near peak 2011 and 2012 levels. 

More than 10 million viewers tuned in, according to Variety, breaking viewership records for 2006 through 2010, but the most significant impact was on social, where the show generated a record-setting 31.56 million mentions across social channels including Twitter, Facebook, GetGlue and Viggle, according to data collected by Trendrr, TVMediaInsights reports

Not only did Miley Cyrus unseat Lady Gaga as the 'queen of obscene' with her overtly sexual performance, but she also booted Beyonce from the top spot with over 306,000 tweets per minute during her performance, a record previously set with 268,000 TPM by Beyonce during last year's Super Bowl halftime show.Continue reading...

celebrity brandcasting

Rihanna Tops Topshop in Lawsuit as Celebrity Endorsements Become More Trivial

Posted by Mark J. Miller on July 31, 2013 07:37 PM

Rihanna may have had a business relationship with UK retailer Topshop and its parent company, Arcadia, but that didn’t stop her from suing the company when it used an image of her on a T-shirt that hadn’t been approved by her or her legal team. The image wasn’t particularly racy or suggestive and certainly didn’t make her look bad. The problem was that it was a little too close to images found on one of her album covers. 

The court has agreed with Rihanna’s take on the situation and now she’ll be claiming another chunk of change on her taxes next year. One imagines that Topshop execs aren’t talking about how sweet the singer is and how much they’d like to rebuild that business relationship.

Rihanna had sued the retailer for $5 million but the BBC reports that there may be another hearing to figure out the level of damages. Not that she needs the cash. According to Forbes, Rihanna pulled in $43 million from June 2012 to 2013 and is the 13th most-powerful celebrity on the planet.Continue reading...

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