Posted by Abe Sauer on January 5, 2012 11:03 AM
It used to be just enough to show up in the China market with your Western product, plop it down on the shelf, and watch as Chinese consumers — desperate for some of that sweet, sweet Western consumer goodness — snatched it up.
Times have changed. Today, Western brands must hustle like everyone else to demonstrate their value and win market share. This even includes Coca-Cola, a powerhouse global brand that boasts one of the best, most iconic brand reputations in the market. To this end, Coke has released its latest China campaign in a rather genius attempt to write itself into what is probably China's most powerful cultural tradition.Continue reading...
Posted by Sheila Shayon on January 3, 2012 01:11 PM
Veuve Clicquot’s new community platform, called (wistfully, enticingly) Wish You Were Here, is an invitation to share inspiring moments that celebrate the spirit and lifestyle of the brand through photos and videos — and virtually hobnob with the beautiful people and party-hopping jetsetters who embody the brand.
The Instagram-like social initiative is the latest in luxury house’s expanded effort to centralize and showcase its 100+ global programs, events and initiatives. And in further proof of its efficacy as a brand engagement tool, VC's Wish You Were Here video of a sponsored boat race last summer (below) has been recognized by the iPhone Film Festival in the best branded content category.Continue reading...
Posted by Shirley Brady on December 21, 2011 10:44 AM
Do not adjust your computer monitors — yes, that's British actor Clive Owen in an - ahem - cheesy spot for Burger King Spain, and not a celeb commercial spoof by Funny or Die. (Watch the spot's 'making of' below.) Other than appearing as "The Driver" in The Hire, the award-winning series of short films for Mercedes-Benz directed by Guy Ritchie and featuring his then-wife, Madonna, Owen isn't known for commercial endorsements.
Back in the U.S., Burger King is about to be unseated from its "perennial No. 2" position in the burger wars, the Wall Street Journal reports, with Wendy's poised to take over second spot in U.S. sales for 2011, following McDonald's. According to year-end projections by market research firm Technomic for the Journal, "Americans are expected to spend more than $175 billion at fast-food restaurants this year, up about 3% from 2010. Wendy's U.S. same-store sales are forecast to rise 1.1%, while Burger King's U.S. and Canada same-store sales will drop 3.9%."Continue reading...
Posted by Michael Waltzer on December 20, 2011 05:01 PM
The Nokia Lumia 800 is sure doing everything it can to promote itself - even if it means projecting a free light show onto a huge skyscraper with musical guest deadmau5, or constructing a 32 foot version of the phone. (Not to mention the 55 foot Windows phone put up in New York's Herald Square.)
The towering Lumia 800 is currently on view in Paris, France, on the city's famed Avenue des Champs-Élysées (where residents and visitors can also check out Absolut's subtle outdoor advertising). This is the first Windows Phone that Nokia has produced, and it's hard to speculate how well it will do until Nokia releases their Q4 financial results.Continue reading...
Posted by Abe Sauer on December 16, 2011 06:05 PM
As Hollywood's year winds to a close, it's a weekend of "colons." Three sequels are hitting theaters with the industry hoping audiences are more interested in seeing an old idea again over anything new.
The Hollywood fare opening this weekend — Mission Impossible: Ghost Protocol, Sherlock Holmes: A Game of Shadows and Alvin and The Chipmunks: Chip Wrecked — use colon-tastic titles in lieu of roman numerals. Sequels they are nonetheless. Even the product placement and marketing seems reheated.Continue reading...
Posted by Michael Waltzer on December 6, 2011 10:39 AM
Product placement in movies, TV, music videos and even video/online games is commonplace these days, but paid product placement for a web series? Meet Wainy Days, directed by David Wain on My Damn Channel which premiered its fifth season this week, making it the longest-running, most-watched (and awarded, says its publicist) comedy series online.
What makes season five so interesting is that it's the first season to integrate a brand into it. Which brand? FIAT, which has been having just a bit of trouble in US marketing of late, ousting its North America head and getting flack for its JLo overkill. To quote David Wain from the show, "I mean, yeah, I have a terrific new car — FIAT." It won't win any awards, but it gets the point across.Continue reading...
Posted by Mark J. Miller on December 2, 2011 05:02 PM
Air New Zealand isn’t above doing something a little scandalous to bring in customers and publicity. Two years ago, it painted uniforms onto the skin of supposed members of a ANZ flight crew for an ad campaign, raising more than a few eyebrows.
Then a year ago, the airline introduced a brand mascot: a raunchy puppet named Rico, who starred in an online-only ad campaign in which he used “sexual innuendo and chats with B-grade celebrities,” such as David Hasselhoff, Richard Simmons, Snoop Dogg and Lindsay Lohan, to help sell the airline, according to New Zealand’s Stuff.
Rico found some success, collecting 4.5 million YouTube viewers and more than 48,000 Facebook fans along the way. ANZ is likely the only major airline that had a series of online ads starring a puppet that all opened with the text, “The following video contains language and themes of a sensitive nature. Viewer discretion is advised.”Continue reading...
Posted by Abe Sauer on December 2, 2011 12:09 PM
Walmart gifts holiday shoppers with Frank the Fruitcake web series.
War on Christmas, Part 4,327: Mill's Fleet Farm bans Salvation Army bell ringers. Invites inevitable criticism. Invites them back.
More trouble for Chrysler's JLo-Fiat Bronx ad. This time, allegations of copyright violation.
Olla condom brand's "Unexpected Babies" campaign sends men Facebook requests from their unborn children.Continue reading...