Best Global Green Brands 2014

brand strategy

P&G Looks to Wring More Value Out of Tide Brand With Lower-Priced Detergent

Posted by Dale Buss on September 4, 2013 01:52 PM

New/old CEO A.G. Lafley is beginning to shake things up at Procter & Gamble, and one of his most interesting first moves reportedly is to explore potential further value in one of the company's most iconic and lucrative brands: Tide.

One of the things that his predecessor/follower as CEO, Bob McDonald, did well was exploit the promise of Tide Pods, which he launched in early 2012 and which already are on their way to becoming another $1 billion sub-brand for P&G. Despite growing concerns and one reported death of kids poisoning themselves by mistaking the colorful Pods for candy, Tide has managed to grow quickly—and dominate—a laundry-detergent segment that it essentially created.

But Tide Pods—which recently debuted in new, opaque packaging to curb temptation from kids—are priced above regular liquid Tide. American detergent buyers have steadily drifted to bargain-priced products to do their laundry over the last few years in adjusting to a stingier "new normal," but even regular Tide has retained a price premium.

Now Lafley is pulling the lever on a lower-price gambit for Tide that has always made the company hesitant. He announced today at the Barclays Back to School conference in Boston that P&G plans to release a lower-priced, mid-tier detergent, Tide Simply Clean & Fresh, in February, according to an AP report that noted other Tide products launching in the first quarter.Continue reading...

branded entertainment

Universal Orlando Woos Horror Fans With The Cabin in the Woods Tie-In

Posted by Abe Sauer on July 3, 2013 10:38 AM

It's not a collapsible bong coffee thermos, but for fans it may be the next best thing. Cult hit "horror" film The Cabin in the Woods is set to become a real-life experience, according to the Hollywood Reporter.

At Universal Orlando, a Cabin in the Woods haunted house was just announced for the 23rd annual Halloween Horror Nights lineup of haunted houses, which will be open to park visitors from Sept. 20 to Nov. 2nd.

The creepy attraction—based on the Lionsgate (not Universal) movie—joins a long line of branded entertainment popping up at theme parks. Along with the hugely successful Wizarding World of Harry Potter park, branded attractions include the Macy's Holiday Parade, Transformers: The Ride 3D, The Simpsons Ride, Shrek 4D, Men in Black Alien Attack, Terminator 2: 3D, ET Adventure, Curious George Goes to Town, and Twister… Ride It Out..Continue reading...

brand extensions

KISS Extends Brand with Expansion of Rock & Brews Restaurant Concept

Posted by Mark J. Miller on May 13, 2013 12:45 PM

When Gene Simmons and his cohorts took the stage at New York’s Popcorn Club back in 1973 with their makeup on and their new band name, KISS, and played for just three people, nobody was crowing about how Simmons, a former school teacher, was a marketing genius in the making. 

Since then, of course, Simmons has made a ton of cash not just releasing such hits as “Rock and Roll All Nite” and “Detroit Rock City,” but licensing the KISS name and logo to countless products. So much so that CNN has called KISS “the world’s most recognizable band.” Indeed, the band has sold more than $500 million in merchandise in the last 15 years.

Kiss cofounders Simmons and Paul Stanley debuted their own restaurant in April 2012, Rock & Brews, in El Segundo, Calif. Things must be going well because Billboard reports that the duo plan to open 100 more locations in the next five years.Continue reading...

brand extensions

Condé Nast Extends Magazine Brands into Bar and Restaurant Scene

Posted by Dale Buss on April 12, 2013 11:53 AM

Condé Nast is used to long lead times and attention to detail with the publication of its high-end titles including Gentlemen's Quarterly, Glamour and Vogue. But in those regards, printing a magazine is nothing next to rolling out an entirely new strategy of brand extension and enhancement in businesses that have little to do with publishing.

Still, Condé Nast has been plowing ahead with its plans to add bars, clubs, restaurants and even a fashion school in various high-profile locations around the world in order to provide completely new sources of revenues, to exploit its magazine and corporate brands in profitable new ways and to produce an ever-more-valuable offset to a traditional magazine-publishing business that—while still comprising a majority of Conde Nast's revenues—isn't a growth industry anymore.

"Our business can no longer be defined strictly as publishing, but takes the form of brand management," Jonathan Newhouse, chairman and CEO of Condé Nast International, told Business of Fashion. "We want to bring the experience of the publishing brands to end users in new forms in order to strengthen the brands and their relevance. Of course, we aim to do so profitably."Continue reading...

campaign tactics

Axe Saves Face With Skincare Line as Brand Gets Ready to Head to Space

Posted by Dale Buss on April 3, 2013 01:02 PM

The idea of launching the Axe Face Line with a Facebook promotion obviously was too literal. So the Unilever brand is launching its new line of facial-care products instead with a "Facescore" campaign on Tumblr as a social face-off, supported by ads running on various media websites — and, of course, a presence on Facebook too.

In doing so, Axe is entering a segment of the men's care business of the first time — a more challenging territory than when it had a fairly singular focus on helping young guys simply smell great so they could attract hordes of women.

The launch of the Axe Face Line—including a face wash, shave gel, and post-shave hydrator in four variants—also gives the brand a chance to circle back to promoting Unilever's "Astronaut" marketing platform for the Axe brand (and Lynx brand, in certain territories) grand giveaway of 22 trips to space in 2015.

"Research has shown that a majority of guys don't use facial cleanser; they reach for bar soaps or shampoos or other things to wash their face," Mark Link, Axe US brand manager for Unilever, told brandchannel. "We're launching [the Face line] to address their skincare needs."Continue reading...

sip on this

General Mills, Kellogg Compete for Liquid Breakfast Market

Posted by Dale Buss on March 4, 2013 06:22 PM

American ready-to-eat-cereal brands are coming along to help close the shrinking gap between breakfast solids and liquids with new "on-the-go" beverages aimed at helping Americans ingest the nutrition of a typical morning repast without having to sit at their kitchen tables to do so.

Kellogg plans to roll out its Breakfast To Go drink across the U.S. this year while General Mills has been testing a similar drink called BFast in Northeast markets. Both of them are milk-based but are fortified with fiber, more protein and other things that essentially give them the nutritional value of a bowl of cereal and milk. BFast relies on whole-grain quinoa and inulin, a root derivative for fiber, while Breakfast To Go includes whey-protein concentrate and soy-protein isolate.

"We're seeing a very good response to this," Kellogg CEO John Bryant said in a recent presentation, talking about the test of Breakfast To Go at a major retailer (it sells for $6/4 bottles at Walmart). "Still early days, but we see it as an opportunity to bring consumers in who otherwise would be skipping breakfast or skipping cereal and eating something else. So [it's] an opportunity for us to participate more in dashboard dining when it comes to a product that's actually hard to do that [with], traditional cereal."Continue reading...

brand extensions

Kate Spade Saturday Launches Despite Dispute Over Name

Posted by Barry Silverstein on February 20, 2013 01:16 PM

It's just another day in the mad, mad world of fashion. kate spade new york, the eponymous U.S.-based fashion brand is launching "kate spade Saturday," a brand whose name is being disputed by a similarly-coined NYC retailer.

The diffusion line is making its debut in Japan via an online store and a retail location in Tokyo—complete with an American-style café—with plans to have an online presence in Brazil and the U.S. later this spring. (A "sneak peek" at selected items from the new brand was offered on through today, February 20.) CEO Craig Leavitt said the brand "saw an opportunity in the market to engage a new customer base—one that aspires to be part of the kate spade new york brand."

The new sub-brand will feature apparel, a beauty line and home decor at a notch below typical kate spade prices, with a target demographic of consumers ages 25 to 35. The price point will be "about 50 percent below" the kate spade brand, and its retail experience promises to thread digital throughout the graphic, pop art-inspired clothes. However, the brand's introduction has not been without some controversy.Continue reading...

retail watch

Hi Neighbour: Target Readies for its Canadian Invasion

Posted by Dale Buss on February 19, 2013 05:12 PM

Could there be a better match than between the red and white of Target's logo and identity and the red and white of Canada's maple leaf flag — or between Canada's relatively sleepy retail environment and the jolt that Target will bring?

Canadians and the Minneapolis-based retailer are moving closer to finding out. Target is poised to open its first outlets in Canada in the next few weeks, the first of a total of 124 stores planned for the country this year. Its coming invasion of store openings in March and April is exciting many Canadian consumers, prompting wariness among its soon-to-be competitors and necessitating a country-specific strategy from Target despite its accomplishments in the much bigger market to the South.

The move north involves more than simply remembering the "u" in "neighbor," as noted on its Canadian website, or featuring hockey-playing polar bears (with its logo conveniently placed center ice) on its Canadian Facebook page. It also means respecting local preferences in food, clothing and doing business.Continue reading...

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