Posted by Dale Buss on January 9, 2015 12:15 PM
The future of pickup trucks is finally here as Ford gears up marketing for a revolutionary F-150 that is hitting the US market in earnest. The trick for Ford will be to leverage the vehicle's innovative aluminum-based body in a fresh, appealing way without upsetting the dynamics that have made the F-150 not only America's best-selling pickup truck but also its best-selling vehicle, period, for decades.
Ford is now running TV and digital ads for the new vehicle that focus on its strength and durability. The highest-mileage version of the new Ford F-150, equipped with a 2.7-liter EcoBoost engine, averages 26 miles a gallon on the highway versus 23 miles a gallon for the previous one.
Brand stewards also chose to retain Denis Leary as the brawny, take-no-prisoners voice of the F-150, though his tone is more earnest in the new ads as Ford seeks to educate potential buyers about what makes the new version so much better than the old—and better than the new-and-improved versions of top competitors from GM and Chrysler that have been recently introduced.
Ahead of the 2015 North American Auto Show in Detroit, brandchannel spoke with Eric Peterson, Ford's F-150 brand manager, about the new lightweight truck, using Denis Leary as a spokesman—and why the Super Bowl isn't in his game plan.Continue reading...
Posted by Mark J. Miller on January 9, 2015 11:16 AM
This week at the CES 2015 tech confab in Las Vegas, Under Armour announced that it's bringing the UA brand into the health-tracking business, launching its UA Record app.
The new health platform and fitness tracking app, designed with HTC, is right in step with the explosion in connected fitness, with CES-goers inundated with wearables and apps merging health, sports, big data and style. Continue reading...
Posted by Dale Buss on January 5, 2015 04:04 PM
Dannon has dumped John Stamos like a starting quarterback suddenly past his prime and has pressed a real starting quarterback—the Carolina Panthers' Cam Newton—into the starring role in its campaign for a new variety, Oikos Triple Zero. Yet despite being the official yogurt provider of the NFL, Dannon plans to sit out advertising in the 2015 Super Bowl after it ran ads during the last two Big Games that featured Stamos, the former star of Full House.
For the yogurt market leader, its bigger goal is to leverage its new official partnership during Super Bowl playoff games, using the involvement of one of the NFL's most intriguing players to get men to begin paying more attention to yogurt, where women still far outnumber male customers despite yogurt companies' recent major push behind the protein content of the stuff.
In the new ad campaign launching on January 12, Dannon has tasked Newton with encouraging viewers to look beyond traditional staples for protein. Oikos Triple Zero packs in 15 grams of protein along with zero added sugar, zero artificial sweeteners and zero fat.Continue reading...
Posted by Mark J. Miller on January 5, 2015 01:01 PM
Gibson has an axe to grind at CES 2015—and for once, it's not one of its iconic electric guitars. Indeed, it's eager to let consumer know it's evolving beyond being "just" a guitar brand with a product unveiling on Monday announcing its arrival in the consumer electronics space.
The brand has been rocking the free world since 1902, when Orville Gibson started hand-crafting mandolins and guitars in Kalamazoo, Michigan. Since then, a who’s who of rock stars have used the famed guitars, including Neil Young, Billie Joe Armstrong, Duane Allman, Jeff Beck, Chuck Berry, Eric Clapton, Sheryl Crow, Bob Dylan, The Edge, Jerry Garcia, Woody Guthrie, Jimi Hendrix and more. But now, 113 years in, the company is expanding its vision beyond instruments and into health and lifestyle.
Back in December, CEO Henry Juszkiewicz told Marketplace that Gibson was about much more than guitars while announcing that they would be getting into the headphone business. “We are in the music business, not just one segment,” Juszkiewicz said.Continue reading...
Posted by Dale Buss on January 2, 2015 04:07 PM
Move over, Wonderful Pistachios! Tremble in your cellophane canyons, Doritos! Wholly Guacamole: Avocados From Mexico are on their way to the Super Bowl!
Taking a page from the Wonderful Pistachios and Dannon yogurt playbook, the association representing football-shaped Mexican-grown avocados in the US has bought commercial time to run a 30-second spot in the Big Game on February 1, making it the first fresh-produce brand to advertise during the game—and certainly one of the healthiest foods ever to take the Super Bowl stage.
"It's a natural fit for us because the No. 1 usage of avocados is guacamole, and the peak of guacamole consumption each year is the Super Bowl," Alvaro Luque, CEO of Irving, Texas-based Avocados From Mexico, told brandchannel. Find out more on his Super Bowl strategy in our Q&A.Continue reading...
social media watch
Posted by Shirley Brady on January 2, 2015 10:11 AM
Allstate started 2015 by receiving more than one miliion Facebook impressions in a single day for its Project Aware Share campaign, which warns consumers against over-sharing on social media.
The insurance brand's public service stunt went viral on the very platform it's warning against, after pranking a real-life couple that their home had been burgled and their (replicated) goods sold off at MayhemSale.com (hashtag #MayhemSale) in a reference to the brand's Mayhem character, who engineered the fictitious sale.Continue reading...
Posted by Shirley Brady on December 22, 2014 11:36 AM
As noted here earlier this month, Unilever's AXE brand is launching a premium line—called White Label—in North America with a proprietary dry spray antiperspirant technology that it's also rolling out to its Super Bowl-ready Dove Men+Care brand and Degree brand, all under the hashtag: #TryDry.
The first series of AXE White Label ads were just released, featuring dashing hotel workers with Bond-like secret skills, with the tagline "How You Feel Says It All." They're not so much laugh-out-loud funny as (fittingly) bearing a dry wit; check them out below. Continue reading...
Posted by Shirley Brady on December 22, 2014 10:25 AM
Kim Kardashian was tackled at a Balmain fashion show earlier this year; now she's the one tackling the brand.
Kardashian and husband Kanye West were today revealed as the new faces of Balmain, with images released on Twitter and Instagram by the brand's creative director and the trending Kardashian herself.Continue reading...