Posted by Mark J. Miller on October 21, 2014 03:24 PM
For a short period back in 2012, the world could not escape Jeremy Lin. His brand equity, near the bottom of the heap when the year started, shot up within a few short games as one of the New York Knicks to be equal with Kobe Bryant’s. His mere existence (and the public’s insistence on seeing him) was enough to help settle a massive contract dispute between Time Warner Cable and MSG Network, and there was only one word to describe what has happening: Linsanity.
But that kind of nuttiness couldn’t be maintained. The Harvard grad knew that even then. Now the 26-year-old California native is on the same squad with Bryant and aiming to help the Los Angeles Lakers rise to power again by bringing a steady, workmanlike presence to the team.
That attitude spills over into his new ad for adidas China, “Employee of the Year,” in which he plays a modest, unassuming store employee. Continue reading...
Posted by Mark J. Miller on October 20, 2014 01:27 PM
Basketball fans in Cleveland were so irate four years ago when LeBron James decided to leave the Cavaliers and join the Miami Heat that some took to the streets and burnt his jersey. But now, after winning two NBA titles, he’s back and they are ready to give him anything he may need.
No matter how great James was in his first run with the Cavs, he had a hard time attracting quality players to join a team that had a long history of losing. Now the Cavs are the city’s best hope to break a 50-year title drought. The NFL’s Browns took the top spot in the NFL in ’64.
But LeBron is back, baby, and one brand that is jumping onboard is Beats by Dre. In a new video campaign from the Apple-owned brand, James goes back to his hometown of Akron, Ohio, where he sees plenty of “Welcome Back” signs. Fans, meanwhile, get to see the shirtless James working out, sweating hard, and listening to tunes on his Beats. "Don't ever forget where you came from," James says.Continue reading...
Posted by Mark J. Miller on October 17, 2014 02:25 PM
As brand ambassadors go, supermodel Elle Macpherson has been identified with lingerie for years—25, in fact, working with New Zealand manufacturer Bendon to develop an eponymous line that has been available worldwide in a reported $150 million deal.
Now the 50-year-old and Bendon are parting ways, with another blonde model taking over as the face of its lingerie line: Heidi Klum, who has helped keep herself in the spotlight by hosting Project Runway since its debut in 2004.
As a result, Elle Macpherson Intimates will become Heidi Klum Intimates in January, but Macpherson will keep the naming rights to her three underwear labels, while Bendon keeps the rights to all of the designs.Continue reading...
Posted by Dale Buss on October 15, 2014 04:54 PM
Taylor Swift and Diet Coke lately have been going in opposite directions—the country-pop songstress ever-rising, of course, and Diet Coke struggling with a mature market and consumer concerns about artificial sweeteners.
But in the next phase of Swift's new partnership to try to help Diet Coke make an upward turn along with her, she is seen in a new TV spot called "Kittens." It adds an irresistible tiny-animal presence to Swift's continuing, magnetic star appeal—and stars her real Scottish Fold pets, recently insulted by British comedian John Cleese.
In the spot, Swift is sitting on a couch and joyfully imbibing Diet Coke, when she notices a kitten on the coffee table. Another sip, she closes her eyes—and presto! Another kitten. Next sip; well, you get the idea. And by the end of the spot, Swift's living room is something that would merit a neighbor's call to the animal-control authorities.Continue reading...
Posted by Dale Buss on October 15, 2014 02:03 PM
It's the time of year that advertising watchers start putting together the pieces of the Super Bowl TV commercial lineup. And could there be an easier no-brainer than to look for Popchips to advertise in Super Bowl XLIX in Glendale, Arizona, on February 1? Maybe not.
The CMO of the ambitious popped-snack-chips line—the one featuring "all the taste, half the fat" of fried chips—told brandchannel not to count on the challenger brand to crash Frito-Lay's Super Bowl party next year despite the alignment of a number of interesting factors that might suggest Popchips would do so:Continue reading...
Posted by Dale Buss on September 29, 2014 03:17 PM
Burt's Bees nowadays is far from the company founded 30 years ago by a former hippie but the first national TV advertising campaign for the personal-care megabrand now owned by Clorox Co. does try to invoke some of the charm of the simpler times when Burt Shavitz came up with his original lip balm.
Besides being able to harness the resources of a CPG giant, and diversifying into a wide variety of personal-care products, the biggest change for Burt's Bees under Clorox has been the proliferation of lip-balm flavors in recent years. And in a culture where flavor proliferation has become a huge and growing trend in categories ranging from soft drinks to Greek-style yogurts, and where the lip balm category has been revitalized by the eos (Evolution of Smooth) brand and its Millennial-favored pod-like line of lip balm flavors, the move makes sense.
So its new Uncap Flavor campaign, coming on the heels of the brand's 30th "Beeday" (celebrated everywhere but France, we're guessing) depicts two bees flying while holding either end of the Burt's Bees signature yellow cylindrical container. It's the original, peppermint-flavored balm that was introduced in 1984. And as it falls, its cap pops off and a parachute of mint opens.Continue reading...
Posted by Sheila Shayon on September 25, 2014 03:03 PM
Yao Ming is already a one-man brand, having proven himself against the likes of Shaquille O’Neal as a 22-year-old NBA rookie. Now, more than ten years later, the former Houston Rockets star is a one-man band with a mission: to wean China off its love of ivory and save Africa’s endangered elephant population.
In just the past three years, 100,000 elephants have been poached for their tusks in mass-slaughters as the appetite for ivory grows in Ming’s home country. The death toll rises annually with 25,000 African elephants murdered last year and 4.5 million killed in the last 60 years.
Nicknamed the “Great Wall of China,” the 7’6” Yao, now 33, told the Washington Post he connects with Africa as “many animals there are bigger than me.”
So he launched a campaign in partnership with WildAid, Save the Elephants, the African Wildlife Foundation and the Yao Ming Foundation to defend the largest, gentlest creatures on the planet from man. Joining the cause, Discovery's Animal Planet network will debut a feature documentary, Saving Africa's Giants with Yao Ming, on Nov. 18.Continue reading...
Posted by Taylor Goddu on September 24, 2014 07:14 PM
Once known for its ticklish commercials that put innuendo in the spotlight, GoDaddy, an Internet domain registrar and web hosting company, has more than cleaned up its act—and people are taking notice.
By shifting away from the brand’s signature ads that amped up the sex appeal, GoDaddy is now appealing more directly to the small business owner and how they can help them. Moving forward, American auto racer, model and spokesperson Danica Patrick will still grace the GoDaddy’s media touchpoints, but in a different and seemingly less suggestive way.
Today, the brand's advertising, products and messaging emphasize time- and cost-efficiencies and being better able to leverage the web—without losing the brand's witty, irreverent, ass-kicking voice and approach.
brandchannel chatted with Barb Rechterman, GoDaddy's Chief Marketing Officer, to learn more about the brand’s evolving image (check out its new logo below), creative vision and go-to-market strategy, as well as how they’re staying authentic to the audience segments they serve.Continue reading...