Learn more about Sustainable Brands 2015 San Diego

sip on this

Pepsi Mixes Sports, Digital and Music for Super Bowl Return

Posted by Dale Buss on July 24, 2012 02:05 PM

PepsiCo executives were assailed for having let Diet Coke usurp their flagship brand to take second place, behind Coca-Cola, in U.S. soft drink sales in 2011. How they marketed — or, rather, didn't market — Pepsi was flagged by some observers as part of the problem.

Well, the company got the message. And among the many recent indicators of that — including Pepsi's major sponsorship of The X Factor, its endorsement relationship with Nicki Minaj, and the shaking up of its upper management under CEO Indra Nooyi — may be that, when Super Bowl XLVII reaches halftime on February 3 at the Superdome in New Orleans, Pepsi today confirmed reports that it's taking over as sponsor of the iconic halftime show.

"Pepsi's deep-rooted heritage with the Super Bowl and with music truly makes this relationship a natural fit," Adam Harter, PepsiCo Beverages' VP of consumer engagement, said in a press release. "As the most-watched and highly anticipated entertainment event of the year, the Super Bowl Halftime Show is right at the heart of sports and music."Continue reading...

brand news

In the News: J.C. Penney, B&N, Huggies and more

Posted by Dale Buss on June 20, 2012 09:01 AM

In the News

Barnes & Noble losses continue on Nook as e-reader competition intensifies.

Bridgestone surrenders Super Bowl halftime show.

Coca-Cola creates global TV series for Summer Olympics.

Facebook gains support for advertising from Ford and Coca-Cola.

FedEx CEO predicts industry shifts as airport-to-airport business stalls.

Ford uses big data to inform marketing and design decisions at Silicon Valley lab.

GM unifies global design strategy.

Kimberly-Clark enlists Mexican TV star for Huggies campaign.

J.C. Penney to tweak message but not strategy in wake of president's ouster this week.Continue reading...

mobile advertising

Tag, You're It! Shazam is Super Bowl XLVI Mobile MVP

Posted by Sheila Shayon on February 7, 2012 12:37 PM

Mobile was the big winner in the Super Bowl this year, as marketers and consumers seized the second-screen experience.

“Caring about eyeballs was your grandfather’s ad agency,” commented Dan Israel, Atlanta-based strategy lead for the mobile practice at SapientNitro, to Mobile Marketer.  “What matters today is how many people with smartphones can be gathered in one location at one time. The Super Bowl rules in this category.” 

This Super Bowl was a huge coming out party for Shazam, the mobile app that enables audio tagging to link to content and offers, which partnered with almost half of Super Bowl 46 advertisers, representing 1 million giveaways, this year.

Shazam linked to commercials by Acura, Best Buy (which offered $50 gift cards), Cars.com (which donated $1.00 per Shazam tag to charity), Bud Light, Disney (John Carter trailer), Fed Ex, GE, Honda, Pepsi, Teleflora, and Toyota to unlock exclusive content and coupons. Some of the offers:Continue reading...

ad watch

Super Bowl XLVI Ad Watch: The Good, the Bad and the Creepy

Posted by Dale Buss on February 6, 2012 05:08 PM

As the world's biggest stage for marketers, we'd have to give Super Bowl XLVI, generously, a B-minus. While the game was compellingly competitive right until the last play, and Madonna acquitted herself pretty well for a 53-year-old halftime-show attraction, America's brand marketers barely held up their end of the extravaganza.

For one thing, there was no genuine stand-up-and-cheer advertising moment during NBC's telecast as there was last year, in Chrysler's spot featuring Eminem and its new Chrysler 200 "Imported from Detroit," although Clint Eastwood was a worthy successor.

In fact, stand-out moments in the ads were almost non-existent; the humor that carried most of the ads didn't come close to an outbreak of hilarity; and a few spots manifested jump-the-shark syndrome, such as an NBC promo that cameoed Betty White.Continue reading...

celebrity brandmatch

Super Bowl Watch: Madonna is a Gridiron Maiden in New Video

Posted by Shirley Brady on February 3, 2012 12:04 PM

Ahead of her debut as the Super Bowl half-time performer on Sunday, Madonna has released her new single, Give Me All Your Luvin', which features back-up vocals by pop stars Nicki Minaj and M.I.A. and football players galore.

celebrity brandcasting

Bridgestone Promotes Madonna Half-Time Show at the Super Bowl

Posted by Shirley Brady on February 2, 2012 09:07 PM

The 53-year-old Madonna promoted her Bridgesteon-sponsored half-time show at Sunday's Super Bowl with a press conference today in which she promised to salsa like the New York Giants' Victor Cruz. 

ad watch

Super Bowl Ad Tracker: Kia, Bridgestone and FirstBank's Bathroom Break

Posted by Dale Buss on January 25, 2012 06:02 PM

Overall, Kia has taken a back seat to sibling brand Hyundai in the U.S. market, but last year it earned some Super Bowl chops with its spot featuring animatronic stuffed animals. But it's hard to tell so far what Kia will be giving Big Game viewers this year, even with the brand teasing its upcoming spot featuring a motley crew that includes Motley Crue, mixed-martial-arts champion Chuck Liddell and champion bull rider Judd Leffer.

At least Kia executives have the sense to start the teaser, above, with a glimpse of Victoria's Secret model Adriana Lima.

Bridgestone has been nudging bits of its Super Bowl schtick out into public view, a combination of deadpan geek humor and breathless jock schlock.

The latest features pretend Bridgestone engineers and scientists and real-life jocks and ex-athletes including Tim Duncan of the San Antonio Spurs, fellow NBA-er Steve Nash and long-retired Dallas Cowboys quarterback and tier-one Fox Sports commentator Troy Aikman.Continue reading...

ad watch

Super Bowl Ad Watch: Sneak Peeks from CareerBuilder, Skechers & more

Posted by Dale Buss on January 24, 2012 06:22 PM

The rules of Super Bowl advertising have changed — it's no longer about the surprise of debuting your spot during the Big Game, but about seeding buzz through viral sneak peeks (or the entire spot) on YouTube, Facebook and Twitter.

Brands are eager for a "halo effect," adding to a record tide of early "reveals" of Super Bowl ads and related content. So with that in mind, here is the latest crop of sneak peeks at the commercials you'll see on Super Bowl Sunday, starting with CareerBuilder's crazy office chimpanzees at top.

Skechers also released a teaser for its Super Bowl XLVI spot, which will air just before the two-minute warning at the end of the first half and spoofs its underdog status with a dog — a sneaker-wearing French bulldog, to be exact.Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
Highlighting the Present—and Future—of Branding in Latin America and Iberia