tech in the spotlight
Posted by Shirley Brady on December 10, 2012 04:29 PM
Cisco wants to be more than the largest manufacturer of computer networking equipment. It wants to guide customers through the myriad possibilities of the Internet of Everything, a phrase it's co-opting in service of its new brand positioning.
The tech brand has shut down its six-year-old tagline, "The Human Network." Its new tagline, unveiled today in a $100 million campaign — "Tomorrow Starts Here," a phrase you'll find, fittingly, all over the Internet and beyond: on its homepage and on social media as a promoted hashtag on Twitter, on its Facebook page, in a new TV campaign, in an infographic, in a series of blog posts, and in a new print campaign that comes to life via augmented reality and Cisco's mobile app.
The brand's chief marketing officer, Blair Christie, told TheStreet.com that it's more than just a campaign and new tagline.Continue reading...
Posted by Mark J. Miller on December 10, 2012 11:36 AM
Want to have your face on a Pepsi can? Well, first you need to sell more than a 100 million albums around the globe and win 16 Grammy awards. At least, that’s what it took for Beyonce to get her face etched into aluminum.
As already announced, Bey is starring in the Pepsi-sponsored Super Bowl XLVII halftime show in February as part of the brand's multimillion-dollar return to the Big Game after pulling out in 2010 to reallocate its funds for the social Pepsi Refresh crowdsourced philanthropy platform. Now
Now PepsiCo is expanding its Super Bowl deal with the performer beyond the half-time show into a full-blown partnership in a $50 million deal that will burnish the Pepsi brand and Brand Beyonce, including marketing support for her new album that's dropping next year.Continue reading...
Posted by Mark J. Miller on December 7, 2012 10:11 AM
Target recently celebrated its 50th anniversary, but don’t think this retailer is getting old and stuck in its ways. Chief Marketing Officer Jeffrey Jones, who joined the organization earlier this year, is planning to put a good deal of energy into digital content rather than simply in pushing out marketing campaign after campaign.
“In the past, marketers would make campaigns, they would put them in the world, and they would wait to see what happened,” Jones said in a video released on the brand's A Bullseye View website and YouTube channel. “In today’s world, it happens hourly. It happens daily. And this is a brand that has such enriched deep content that our guests want to hear from us on. So if we can create content and share content and allow our guests to speak on our behalf, that’s really beneficial for them to deepen their engagement and it helps us amplify our message as well.”Continue reading...
Posted by Shirley Brady on December 6, 2012 01:01 PM
P&G has released an exclusive music video starring Jewel, who's the brand ambassador for Pampers, and her toddler.
The song, "The Green Grass Grows All Around," is taken from her 2011 children's album, "The Merry Goes 'Round." According to Pampers, the song pays "homage to the beautiful morning moments shared between parents and their babies. From storytime and sing-alongs to feeding horses and spending time with daddy, the video captures Jewel's favorite beautiful morning moments with her son, Kase."
Check it out below, along with a recording of the brand's recent Facebook chat with the American singer/songwriter:Continue reading...
brands with a cause
Posted by Dale Buss on November 29, 2012 02:18 PM
McDonald's and its critics have gone back-and-forth lately about the proper marketing role for Ronald McDonald in the chain's fast-food business. But there's nothing to argue about in how well the McDonald's mascot continues to perform in another role: as the icon of the Ronald McDonald House Charities.
And as the holidays typically bring a focus to charitable causes for a number of reasons, McDonald's is in the midst of a new campaign — "Give the Gift of Togetherness" — to raise $1 million for the Ronald McDonald House operation by the end of the year.
It is relying on innovative multimedia tactics such as an animated video (by DDB Chicago) that tells the heart-wrenching story of how the organization has helped one mother and her young child, Summer, in the jumbled aftermath of a terrible auto accident.Continue reading...
Posted by Abe Sauer on November 29, 2012 12:14 PM
Looking to boost its profile globally, one city deep in China's interior turned to its most famous resident: The Panda.
Earlier this year, the “Pambassador” campaign was born, a project aimed at reinventing Chengdu as an economically sustainable, friendly city open to the world. Pambassador stunts have managed to spoof the royal family (upsetting a few Brits in the process), dance Gangnam in London, and "go wild" in Hong Kong while racking up over 404,000 fans on Facebook, hundreds of thousands of YouTube views and 60,000 commitments worldwide from people looking to live in Chengdu.Continue reading...
Posted by Mark J. Miller on November 26, 2012 02:23 PM
Chef Paula Deen found herself as the target of plenty of criticism earlier this year when she outed herself as a diabetic after having pushed the mega buttery and highly caloric food via her Food Channel show. Her three-year secret didn’t just slip out, of course. It instead came as she announced that she was the news spokesperson for diabetes-drug maker Novo Nordisk.
She told Al Roker when the news came out that she wasn’t going to change the way she cooks, but she’s apparently changed her mind about that since she and her two sons have teamed up with Novo to create and promote the website Diabetes in a New Light, which provides recipes and tips to help adults with Type-2 Diabetes. “You know, I still enjoy my favorite holiday foods, but I've changed the way my plate looks,” Deen told the Philadelphia Sun. “I've been doublin' up on my greens and cutting back on the sodium and carbs. I've also added some of the diabetes-friendly recipes that we've made for Diabetes in a New Light to my holiday menu, and now my whole family will enjoy them too!”
Not into celeb chefs? No problem, Novo is covering its spokesperson bases. The Danish pharma company has just signed hip-hop demigod Joseph “Rev Run” Simmons, the cofounder of Run-DMC.Continue reading...
no kidding around
Posted by Mark J. Miller on November 21, 2012 09:19 AM
In 1985, Elmo pushed aside Grover, Big Bird, Cookie Monster, and even Ernie and Bert to make his way to the front of the pack on Sesame Street. And he’s been leading the way ever since, pulling in viewers for the show and big bucks for anybody who finds a way to sell an Elmo-related product.
But now the man who brought Elmo to life, Kevin Clash, will no longer be pulling the puppet onto his arm, thanks to allegations that Clash had an inappropriate sexual relationship with a 15-year-old and possibly other young men. This came on top of allegations from another young man that have since been recanted. Whether it is true or not, damage has been done to the Elmo brand and Sesame wanted to control that as quickly as possible. Clash resigned from the show Tuesday and in what Children’s Television Workshop called “a sad day for Sesame Street.”
Elmo products, of course, have been a big staple of holiday wish lists for children for close to 30 years now and this season is no different. This year’s include the $39.99 LOL Elmo, which is a direct descendant of the Tickle Me Elmo doll that set sales records years ago, and Let’s Rock! Elmo, which sings and comes with a drum set and microphone. Hasbro, which is the main toy licensee for Sesame Street, put out a statement Tuesday that expressed confidence that Elmo will still be an important part of the show for years to come, the New York Times reports.
“People are making the separation that this is about Kevin Clash, this is not about Elmo,” said Jim Silver, editor-in-chief of Time to Play magazine, according to the Times. “The more people make the separation, the less effect on sales.” Silver says Sesame Street-related toys bring in about $75 million annually and Elmo accounts for 50 to 75 percent of that.Continue reading...