The Big Game
Posted by Sheila Shayon on February 2, 2014 05:47 PM
All rules are off this year as advertisers rush to preview their Super bowl ads and prime the social media engine before Sunday’s big game. And the majority of the advertisers have been seeding buzz with hashtag marketing on Twitter, Facebook, Instagram and as teaser taglines in their video spots released before the game.
From Pepsi's #Halftime pre-Game campaign to Coca–Cola's #AmericaIsBeautiful, from GoDaddy's #ItsGoTime to H&M's contest asking if fans want David Beckham #covered or #uncovered during the brand's GameDay spot (a rhetorical question, surely), if you see a brand's 2014 Super Bowl messaging, it will inevitably include a hashtag. Whether consumers could identify the brands just based on the hashtags is another matter.Continue reading...
Posted by Mark J. Miller on January 31, 2014 08:25 PM
AB InBev Yanks at the Heartstrings
Having a whole Bud Light-themed ship moored on the West Side of Manhattan isn’t enough of an attention-getter for AB InBev, the official beer sponsor of the Super Bowl. The world’s largest brewer is set to air five commercials during Sunday's Super Bowl.
Like many other Big Game advertisers this year, it has released some of its ads ahead of time. Following a teaser, Budweiser's “Hero’s Welcome” shows the true tale of an American soldier returning home from Afghanistan, while it has also revealed half of the Bud Light “Epic Night” commercial, the second half of which will air during Sunday’s game.
In true AB InBev tradition, the brand's famous Clydesdales make an appearance in the spot “Puppy Love,” which pulls at the heartstrings with a charming relationship between a puppy and the iconic horses. In two days, the ad has already garnered over 26 million views, and saw the Budweiser puppy get its own (official) Twitter handle (@BudweiserPuppy), hashtag (#BestBuds) and take over the Budweiser Twitter feed. Awww.Continue reading...
The Big Game
Posted by Dale Buss on January 31, 2014 07:52 PM
"War rooms" used to be reserved for military conflicts and geopolitical tensions. Now, every big brand worth its salt is staging a social media war room for Super Bowl Sunday (as well as other tent-pole events), including many that aren't advertising in the game.
They all want to be first to jump on in-game and surrounding developments with that clever tweet or buzz-building Facebook post that helps them fan their Super Bowl spot into an ongoing phenomenon or gets them a place in the cultural conversation even if they didn't pony up $4 million for a 30-second Big Game ad. Oreo's success in doing so last year with its "dunk in the dark" tweet really fueled the fire.
Count Adobe as one unlikely combatant. It's launching a "real-time" campaign aimed at other marketers with its Super Bowl war room of 15 people filled with "listeners," social media analysts, social publishing, creative, IT, facilities and legal members, according to Advertising Age.Continue reading...
The Big Game
Posted by Dale Buss on January 29, 2014 06:50 PM
No doubt Scarlett Johansson's ad for Sodastream will be among the most-anticipated of the the big game on Sunday. Cheerios' reprise of its mixed-race family will strike some of the most emotional cords. And a Budweiser spot featuring a puppy and a Clydesdale might convert a lot of snack-table napkins into makeshift hankies.
But more impressive than all of those things individually is the likelihood that food and beverage brands finally will rival automakers as the highest-impact vertical choosing to advertise in the Super Bowl this year. (Watch some of the Big Game spots that have already released below.)
One brand in particular, Pepsi, has a lot riding on the Super Bowl—so much in fact that the brand launched a seperate lead-in campaign to build up excitement for the Pepsi-sponsored halftime show.
"The heart and soul of our brand is pop culture and sports and music," Simon Lowden, CMO of Pepsi Beverages North America, told brandchannel. "And there's no better event than the Super Bowl to bring that to life."
The Big Game will be a major platform for Pepsi's tack to what it is calling a "master brand" strategy in which it treats the variety of Pepsi products as a single brand rather than calling out individual products as has been its tendency.Continue reading...
Posted by Sheila Shayon on January 15, 2014 06:41 PM
Anheuser-Busch InBev's Super Bowl XLVIII game plan is a mixed bag of old and new as the alcohol giant turns its focus to its core brands—Bud Light and Best Global Brand Budweiser—as competition from Coors Light, craft beers and imported brews heats up.
In total, AB InBev will air five ads, three for Bud Light and two for Budweiser.
A veteran Super Bowl advertiser, Budweiser will once again utilize its iconic Clydesdales in a new spot, "Puppy Love," as well as one that honor's returning military troops that is "particularly special because of the sheer number of troops coming home from Afghanistan," Budweiser VP Brian Perkins told USA Today.
Bud Light, on the other hand, will showcase an innovative re-sealable aluminum bottle, "Cool Twist," in spot called “So Cool” that is scheduled to air in the game's first timeslot along with two others that include celebrity tie-ins.
One thing that isn't resting on nostalgia is Bud Light's four-year-old tagline, "Here We Go."Continue reading...
Posted by Mark J. Miller on December 20, 2013 06:47 PM
Molson Heads to the Philippines
Molson scored a hit earlier this year when it stuck red fridges filled with brews all over Europe that only opened when Canadian passports were presented. People loved it so much that the company decided to extend the program, the Globe and Mail reports.
The company asked its employees to come up with interesting Canadians across the planet and settled on a man on an exotic island in the Philippines. Molson delivered a fridge full of the beer to him, his two best friends, and a satellite so he can watch Team Canada play. The full video will be aired during Team Canada’s first game of the world junior hockey championship on Boxing Day.Continue reading...
Posted by Abe Sauer on December 13, 2013 02:43 PM
China is the second largest economy in the world and every significant brand's future is impacted by its growth (or collapse)—but who's got the time?! Here's the week's reads that will make you look like a keen China observer in case you find yourself immersed in a cultural conversation.
This week: Apple and China Mobile sitting in a tree… Xiaomi expands… Mustangs appear… retail boom… WeChat, WhatsApp and now Yixin… smog, smog and more smog makes for new business… Carlsberg buys breweries… Marie France leaves… Swiss watch woes… Taobao livestock… and more.Continue reading...
Posted by Mark J. Miller on December 10, 2013 12:11 PM
Coca-Cola rolled out a new soda this past summer in Argentina called Coca-Cola Life and the word on the street is that it is coming to America in 2014.
With about half the calories of regular Coke and sweetened with sugar and stevia in partnership with Cargill, Life “would be the first time the natural sweetener would be used in (Coke’s) flagship brand in the US,” according to DNAIndia.com. As of now, Coke uses stevia in America “in some non-carbonated drinks and in its Fanta brand.”
As Ad Age points out, both Coke and Pepsi have significant investment in the sugar-substitute market. Coke has been experimenting with stevia while Pepsi’s scientists “in collaboration with San Diego-based biotech firm Senomyx, is in the late stages of developing a ‘taste modifier’ that would essentially fool taste buds into thinking they are getting more sugar than delivered.” That modifier goes by the very catchy name of S617. Continue reading...