Best Global Green Brands 2014

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...

celebrity brandcasting

Budweiser Snags Rihanna, Jay-Z for Global 'Made for Music' Campaign

Posted by Mark J. Miller on July 10, 2013 06:46 PM

The King of Beers apparently likes to get down. Rihanna will be the centerpiece of Budweiser's new ad campaign “Made for Music,” that also features Jay-Z. The campaign will kick off next week and be seen in 85 countries, AdAge reports.

The campaign will feature “TV commercials featuring the two stars, limited-edition packaging, digital executions, out-of-home advertising and sponsorships of Rihanna's and Jay-Z's concerts,” the magazine reports. This is the first time that Budweiser has done a coordinated international push, though it has used music extensively to market itself in the United States.Continue reading...

celebrity brandmatch

Jennifer Aniston’s Hair is Back in the Spotlight with New Web Series

Posted by Mark J. Miller on May 9, 2013 01:37 PM

A generation of women crowed about Jennifer Aniston’s hair back in the days when she was on NBC’s Friends. Now Aniston is hoping her hair still looks good enough to inspire the buying habits of another generation. "I used to bring a picture of Valerie Bertinelli with me to my hairdresser to get that look,” Aniston told ModernSalon.com. “She had amazing hair, big, beautiful, very Farrah."

Now Aniston, the co-owner of Living Proof hair care products, is starring in a new show all about hair: a three-part web series, “The Good Hair Day,” about women’s stresses about their tresses. "We created this web series to show the very complex—and sometimes comical—relationship women have with their hair," Aniston stated, ModernSalon.com reports. "Having a good hair day shouldn't be so hard."Continue reading...

brand makeovers

Chuck E. Cheese Slims Down Mascot to Help Grow Bottom Line

Posted by Mark J. Miller on May 1, 2013 03:50 PM

For decades, the eponymous mascot of Chuck E. Cheese has appeared to the general public as an extremely sizeable mouse that’s eaten a little too much of the famed restaurant’s pizza. For a time, the guy even carried a cigar around with him. But in a world that has heard a steady drumbeat against child obesity, it hasn’t exactly looked good to have a mascot who looked like he could lose a few pounds.

On Tuesday, Chuck E. Cheese execs and shareholders at the CEC Entertainment’s annual meeting in Texas met a slimmed-down version of Mr. Cheese, whose transformation began last year when his illustrated form changed shape in advertising and signage to become a lot more rock star than his past version.

With the change came the disappearance of the man who was his longtime voice, Duncan Brannan, and the introduction of Jaret Reddick as the new voice of Cheese, according to the Christian Science Monitor. Reddick, of course, is the lead singer of pop-punk band Bowling for Soup, which has a few albums Cheese execs probably wouldn’t want their mascot singing on, such as “Drunk Enough to Dance” and “A Hangover You Don’t Deserve.”

Changing the mascot may be the simplest thing CEC does this year. The 36-year-old company announced in February that its profits fell 20.7 percent to $43.6 million in fiscal year 2012. That’s a little surprising for a brand that was just named the No. 1 kid-friendly restaurant by Technomic's Consumer Restaurants Brand Metrics, based on customer surveys over the last two years.Continue reading...

sports in the spotlight

NBA's Jason Collins Won't Be the Only Brand to Benefit from His Coming Out

Posted by Mark J. Miller on April 30, 2013 01:35 PM

Most Americans had never heard of Jason Collins before Monday. Even the large majority of NBA fans wouldn’t have immediately placed him, even though he’s played on six teams over the course of 12 seasons. Now he’s going down in the history books as the first active male athlete on a major US sports team to reveal he's gay.

After breaking the news on the cover of Sports Illustrated, the social web lit up with support for the Washington Wizards center, who said he first contemplated coming out during the 2011 lockout, and then was further motivated by the Boston Marathon bombings.

Thankfully, the sporting community and the world in general have changed a lot in recent years, as those that have come before Collins—like the NBA's John Amaechi and tennis legend's Martina Navratilova and Billie Jean King—faced harsh criticism from peers and big financial losses from sponsors.

But as for Collins, his announcement will likely be followed up by a multitude of endorsement deals from top brands and maybe even a new contract for next season.Continue reading...

pitching in

Beyonce Shows her Good Side with Handful of Charity Efforts

Posted by Sheila Shayon on April 26, 2013 02:30 PM

When you’re as big a star as Beyonce, you can pick and choose your gigs, and that includes what causes you lend your money (and fame) to. 

The star's latest philanthropic engagement is with Goodwill. The charity will collect donations at stops on Beyonce's Mrs. Carter Show World Tour, with proceeds from the sale of the items going towards Goodwill efforts to help unfortunate individuals find jobs. In further collaboration with CharityBuzz.com, ticket packages to the tour will be auctioned, with all proceeds going to Goodwill. 

Earlier this month, Bey partnered with mom Tina Knowles and sister Solange for an initiative called "Miss A Meal," where the family called on others to miss a meal and donate the money to charity. In February, Beyonce joined Salma Hayek Pinault and Frida Giannini to promote Chime For Change, an organization founded by Gucci to promote education, health and justice for girls and women around the world.

In the past, Beyonce has co-founded the Survivor Foundation to help victims of Hurricane Katrina, holding food drives during her 2006 tour. In 2005, her ambassadorship for World Children’s Day led to the release of “Stand Up For Love,” the anthem for the annual event to raise awareness and funds for children’s causes. She has supported 23 charities and foundations in all.Continue reading...

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