Best Global Green Brands 2014

celebrity brandmatch

Dead Celebrities are Big Business—But Should They Be?

Posted by Jacob Huval on June 3, 2014 11:02 AM

As with the reactions to Tupac Shakur’s 2012 appearance at Coachella, reactions to Michael Jackson’s recent holographic appearance at the Billboard Music Awards varied were a mixed bag, with some calling it more hollowgraphic than holographic and a “hollow tribute” at best. Whether you find it moving or morbid (and we'd love to hear your thoughts in the comments below), there's no question that it's big business. Jackson is the reigning top-earning late celebrity according to Forbes, which estimates his estate's earnings from June 2012 to June 2013 at $130 million.

There have been other such cases of digitally bringing celebrities back to life, of course: consider Audrey Hepburn in a Galaxy/Dove chocolate campaign, John Wayne in a Coors Light campaign, and Gene Kelly singing in the rain for Volkswagen. The controversy that such post-mortem celebrity-driven campaigns generate isn’t surprising—and may actually be part of the point since controversy generates more conversation about the ad and the brand that presented it.Continue reading...

brand trainwrecks

McDonald's New Mascot is All Teeth, Eyeballs and Terror

Posted by Sheila Shayon on May 20, 2014 12:38 PM

McDonald's just wants things to go back to being happy, but the QSR brand's latest marketing move has done everything but. In an effort to boost sales and promote healthy additions to its Happy Meal product, the company introduced a new mascot, "Happy," an anthropomorphized Happy Meal box that proceeded to scare the bejesus out of everyone on social media. 

As the official Happy Meal brand ambassador, Happy is tasked with encouraging kids to enjoy fruits, vegetables, and low-fat dairy like McDonald's new Go-Gurt Low-Fat Strawberry Yogurt, but the character's online antics have distracted consumers from the new product launch. The character was first introduced in 2009 in France and has since traveled throughout Latin America and Europe, only to wash up on US shores with little fanfare. 

The reveal follows the makeover of McDonald's other (unsettling) mascot, Ronald McDonald, who was outfitted with some new attire last month. Surprisingly, the fast-food chain has chosen to ignore the cries of critics who fault McDonald's with selling less-than-healthy food to kids via cartoon characters.Continue reading...

celebrity brandmatch

So Long, Jamie Lee: Activia Aims to Shake Up Marketing with Shakira

Posted by Dale Buss on March 12, 2014 02:07 PM

Danone dropped the other shoe in its repositioning of the flagging Activia brand worldwide -- and it's the Cinderella dance slipper of Shakira, the globally admired pop songstress. She will be the face of the company's biggest-ever dairy ad campaign under the tagline, "Feeling good starts from the inside."

The Shakira campaign (watch a behind-the-scenes video here) emphasizing the probiotic, digestive-health benefits of Activia will launch in 55 countries with print, outdoor and digital as well as TV ads featuring the Colombia-born singer and her new song, "Dare (La La La)." It helps takes the place of advertising that used to feature American actress Jamie Lee Curtis, who was phased out in January.

"For the first time we are using a global celebrity so we aim to have a global impact," Santiago Mier, CMO of Danone Dairy, told Reuters. "It's different also in the way we communicate with people, in a more modern and updated way."Continue reading...

red carpet

Coke Steals Pepsi's Thunder at Oscars Turned Ambush Marketing Awards

Posted by Abe Sauer on March 3, 2014 12:39 PM

Leonardo DiCaprio. Martin Scorsese. Meryl Streep. Julia Roberts. Oscar night 2014 was full of disappointment. But the biggest disappointment may have happened off-stage and off-camera, at the corporate headquarters of Pepsi and Samsung.

While both of the brands shelled out piles of money to be the official category advertisers for the Disney-owned ABC network telecast of the Academy of Motion Picture Arts and Sciences' annual ado—as the Oscars generate nearly $90 million in ad revenue—both also watched as their biggest rivals swooped in to ambush market their way into the spotlight.

When host Ellen DeGeneres ordered a few pies from local Los Angeles pizzeria Big Mama's & Papa's—whom she has previously ordered from on her own talk show—she likely had no idea she was about to insult the broadcast's official soda beverage sponsor, Pepsi. But when the pizzas showed up to feed the first few rows of celebs, so did a big Coca-Cola logo on the side of the pizza boxes.Continue reading...

sip on this

MilkPEP Ditches Iconic Milk Mustache and "Got Milk?" Tagline

Posted by Dale Buss on February 24, 2014 04:47 PM

After nearly 20 years, the milk mustaches were kind of drying up—in their effectiveness, at least. So MilkPEP has finally ditched its iconic "Got Milk?" campaign in favor of a new positioning that pursues the theme du jour for much of the American CPG business these days: protein.

"Milk Life" is the new tagline of advertising for the US Milk Processor Education Program (MilkPEP), which borrowed the "Got Milk?" theme from the California Milk Processor Board and then made it iconic by slapping milk mustaches on hundreds of celebritries, ranging from Frankie Muniz to Heidi Klum, in print ads, billboards and TV commercials.

"We want to make sure that milk is relatable, relevant and meaningful to Americans," said Julia Kadison, interim CEO of MilkPEP, in a statement. "We love that 'Milk Life' has a powerful double meaning: It's about wringing every last drop out of every single moment, and it represents a way of living where milk helps power you to be your best."Continue reading...

campaigns

NESCAFE Refreshes Dolce Gusto Brand With "Live With Gusto" Campaign

Posted by Sheila Shayon on November 11, 2013 11:26 AM

Celebrating its 75th anniversary this year, NESCAFÉ has something to crow about indeed as it’s the most popular coffee brand in the world, with more than 4,500 cups consumed every second.

The Nestle-owned brand has "regained momentum" this year and in Europe is outperforming the market, according to CEO Paul Bulcke, commenting on on sales over the last nine months. It's now turning to NESCAFÉ Dolce Gusto with a refreshed visual identity and new tagline, “Live With Gusto,” to celebrate its line of single-serve coffee machines now sold in more than 60 countries.

The multimillion-dollar campaign includes print and online ads, an infomercial with new ambassador, Mario Lopez, a website refresh, and social media engagement on Facebook, Twitter, Instagram, Pinterest and Google Plus, all showcasing "#DolceGusto" as a lifestyle choice.Continue reading...

celebrity brandmatch

Manning Brothers Perform Ridiculous Rap for DirecTV

Posted by Mark J. Miller on August 7, 2013 07:16 PM

DirecTV will be broadcasting every Sunday NFL game this coming season through its new Sunday Ticket Max, which let's consumers view the games on their TV and smartphones,—for a fee, of course.

To help get fans to make the jump, DirecTV has employed football’s First Family—the Mannings—to help make the sell. Brothers Peyton, the quarterback for the Denver Broncos, and Eli, the quarterback for the New York Giants, and NFL-vet dad Archie all make appearances in a goofy new ad for the TV service.Continue reading...

brand ambassadors

Subway Signs Pele as it Preps for Sporting Events in Brazil

Posted by Mark J. Miller on August 1, 2013 01:42 PM

While Brazil is readying itself to be inundated by world-class sporting events, as the World Cup will arrive in 2014 and the Summer Olympics in 2016, brands are doing their share of preparing, too.  

Subway Restaurants is thinking ahead of the game and has announced the signing of Brazilian soccer legend Pele as its newest brand ambassador, an athlete who is seemingly synonymous with happy fans (and disappointed opponents). Pele will likely be featured pretty prominently in both the World Cup and Olympic events.

Don’t think Subway is the only one the Pele ball. P&G and Volkswagen have also signed him on as a brand ambassador in the last nine months.Continue reading...

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