2014 Brandcameo Product Placement Awards

brand revival

There She Is, the Miss America Branding Platform

Posted by Mark J. Miller on September 29, 2011 01:01 PM

When 17-year-old Miss Nebraska, Teresa Scanlan, took on the crown of Miss America this past January, she became the youngest Miss America in the pageant’s 90-year history. She likely had absolutely no idea as the show’s host, The Bachelor’s Chris Harrison, began to sing, “There She Is, Miss America,” that things would be changing a great deal during her reign.

The Associated Press reports that “the Miss America organization is partnering with two companies, Infinity Lifestyle Brands and Hilco Consumer Capital, for licensing, sponsorship and brand creation” to create branding and revenue opportunities around the franchise. A new entity has been created entitled Miss America Properties, which will "create a licensing-driven platform focused on partnerships with leading American companies, including fashion, media, lifestyle products, and events."

"Developing Miss America into a license-based brand concept is a natural and powerful opportunity, and we are in discussions with a variety of strategic brands and sponsorship partners that are interested in influencing this transformational process from the onset," stated Cory M. Baker, Managing Director of Brand Strategy and Development, Infinity Lifestyle Brands, in a press release. "The real beauty behind this brand is its applicability and relevance in the marketplace across all product categories," added Jeffrey Branman, Managing Partner, Hilco Consumer Capital.

The beauty pageant business has been tottering on its high heels ever since TLC's Toddlers and Tiaras hit the air, so we'll be fascinated to see how the “Queen of Femininity,” as the song calls her, will evolve. Scanlan, meanwhile, continue spreading goodwill via local appearances and speeches until the next Miss America is crowned at Planet Hollywood in Las Vegas on Jan. 14.

brand extensions

NASCAR's Latest Brand Extension: Car Washes

Posted by Mark J. Miller on September 26, 2011 04:00 PM

When you’re driving at about 188 miles per hour, you probably aren’t thinking about how clean or dirty your vehicle is. You’re likely a little more focused on other things, like not dying.

Still, the folks at NASCAR are banking on the everyday folks who might only get up to 70 or 80 mph out on the highway at least considering the idea every once in a while.

Last week, in the lead-up to a Sprint Cup race hosted at the Chicagoland Speedway on Sept. 18, NASCAR-branded car washes opened in a few area towns, according to the Chicago Tribune. Two more will join them in the area next year.Continue reading...

branded entertainment

Can KarmaloopTV become the MTV of the Hip-Hop Generation?

Posted by Sheila Shayon on September 23, 2011 03:59 PM

“Verge culture,” as in young, digital, influencers and brand-savvy hip youths, is poised for a social media guerilla takeover — if Karmaloop TV has anything to do with it.

An offshoot of the Karmaloop.com retail site, KarmaloopTV.com is an online video-based network that's vying for broadband and video-on-demand distribution in the US. It aims to be a full-blown 24-hour cable TV network, and is now pitching cable and telco TV operators that it can help them “reclaim” the 18-to-34 year old audience that lives online, on digital, on mobile and on social.

In a similar vein to Vice TV, it aims to offer an in-depth look (and insights) into global street culture. The website also features exclusive interviews with designers, brands, artists and musicians — musician/producer Pharrell Williams signed on as KarmaloopTV's creative director in May.Continue reading...

brand extensions

Condé Nast is College-Bound

Posted by Sheila Shayon on September 19, 2011 01:02 PM

In tandem with London Fashion Week, and taking a bold leap from publishing empire to professorial pundits, Condé Nast has announced a College of Fashion & Design, set to open in London in September 2012.

Targeting an enrollment of 300 students, the curriculum will include a one-year British Vogue fashion foundation course, postgraduate courses in Interior Design, Luxury Brand Marketing and Print and Digital Journalism, and intensive 10-week fashion courses. House & Garden is introducing decoration courses, and there will be other MA-level options. 

"Condé Nast is perfectly placed to enter the world of education. We look forward to becoming the go-to academy for students from Britain and further afield," Condé Nast's UK managing director, Nicholas Coleridge commented. "The reputation and authority of our brands puts us in a strong position to teach and inspire the fashion and decorating talent of the future."Continue reading...


With Lion King 3D, Disney Discovers A New Dimension of Profitability

Posted by Abe Sauer on September 19, 2011 11:26 AM

It comes as no surprise that Disney's Lion King 3D dominated at the box office over the weekend: it's only available for two weeks, parents are dying for entertainment for their kids, and it's the Lion King in frickin' 3D. Box office gold.

There are no product placements in The Lion King 3D. But then, The Lion King 3D is the product. At its core, Lion King 3D is just another brand extension, a practice at which Disney is nearly unmatched.Continue reading...

fashion therapy

The Limited Launches eloquii as Plus-Size Fashion Takes Off

Posted by Sheila Shayon on September 7, 2011 11:13 AM

There's a growing market for plus-size fashion among sophisticated fashionistas.

In response, The Limited is launching eloquii, a new line for fans of the Limited brand who want “a clothing line that celebrates your sense of style, respects your curves and offers uncompromising fit and quality.”

Launching Oct. 19 (according to its Twitter feed) and online-only (for now), eloquii is "fashion that loves you back," as seen in the promo above. Other retailers are stepping up, too — including Lane Bryant, the plus-size fashion retailer that puts the sexy in plus-size fashion.Continue reading...

brand extensions

Hooters Hotel Goes Bust in Vegas

Posted by Mark J. Miller on August 2, 2011 01:00 PM

Who says sex sells? The Hooters Casino Hotel in Las Vegas has filed for bankruptcy.

The former Howard Johnson Hotel site, which rebranded as Hooters and opened during Super Bowl weekend in 2006, filed for bankruptcy protection on Monday, according to the Las Vegas Review Journal.Continue reading...


Did Warner Bros. Leave Money on the Table with Harry Potter Finale?

Posted by Abe Sauer on July 18, 2011 01:00 PM

Harry Potter and the Deathly Hallows: Part 1 featured seven branded products. That is seven more than the second part of the film, the just-opened, record-smashing (biggest midnight opening, opening day and opening weekend box office) finale in the entire Harry Potter movie franchise.

Yes, the eighth and final Harry Potter film feature not one identifiable brand… except, of course, the biggest brand of them all: Harry Potter.

The seven brands we spotted in the seventh film (Deathly Hallows Part 1) also represents the highest pre-movie brand tally of any of the record-breaking series.Continue reading...

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