2014 Brandcameo Product Placement Awards

celebrity brandmatch

Miller Lite Brings Back 'Miller Time' and 'All Star' Approach in New Campaign

Posted by Dale Buss on March 8, 2013 06:12 PM

Miller Lite is turning to an old page in its playbook, with a new gang of celebrities designed to boost the flagging brew in a fresh slate of TV commercials served up on another iconic platter for the franchise, "Miller Time." The new go-to guys for Miller Lite include Vince Vaughn, Ken Jeong, Chuck Liddell and Questlove.

But interestingly, Miller brand managers say that their new campaign (watch below) will not seek to trade too heavily on the appeal or persona of any one of its new stable of celebrity pitch people. One ad wonders what it would be like to hang out with actor Jeong, who will star in the upcoming Hangover Part III—but he's self-deprecating in the spot.

"Celebrity is not our strategy," Con Williamson, chief creative officer at Saatchi & Saatchi, the agency behind the campaign, told Ad Age. "Our strategy is solely focused on Miller Time." That, of course, will leave Miller strategically opposed to the growing number of tight tie-ups between beverage brands and individual celebrities, including Justin Timberlake and Bud Light Platinum, Taylor Swift and Diet Coke, and Beyonce and Pepsi.Continue reading...

brands under fire

Budweiser Fights Watered-Down Claims With Ads and Twitter

Posted by Mark J. Miller on March 4, 2013 12:17 PM

Budweiser, the self-anointed King of Beers and nine of its AB InBev brethren found themselves with a bit of a PR problem last week when press seized on the story of class-action suits being filed in seven states that claimed the brewskis had been knowingly watered down before being sent out for consumption.

The world’s largest brewer denied the charges being made in the suits filed in California, Colorado, Ohio, Missouri, New Jersey, Pennsylvania and Texas, but clearly wanted to set the record straight for some of its loyal drinkers for fear that they might believe the stories of those who had filed suit—people who had been buying Bud and other InBev products by the caseload every month for years on end.

To combat the claims, AB InBev has turned to both newspaper print ads and Twitter, the Associated Press reports. The Twitter push encompassed the Budweiser-back "Beer Loves You" local Twitter handles (see below), which sent out the a copy of the full-page newspaper ad that ran on Sunday.

That ad, carried in newspapers including the New York Times and the Los Angeles Times, showed an image of a can of drinking water, representing “one of the 71 million cans of drinking water it has sent to the American Red Cross and other relief organizations in disasters.” Along with that is the text, "They must have tested one of these," the ad says, along with "We take no shortcuts and make no exceptions. Ever."

Two independent tests by St. Louis TV station and NPR have both backed the brewer’s side of the story, a fact that was pushed out onto Twitter by InBev, Ad Age reports. That’s a big switch, the publication notes, for a company that had avoided being on Twitter at all until fairly recently.Continue reading...

cocktail hour

All the News You Can Drink: Sam in a Can, Watered-Down Bud, AC/DC Beer and more

Posted by Mark J. Miller on March 1, 2013 05:02 PM

Get Your Sam in a Can

The Boston Beer Company has announced that starting this summer, Sam Adams beers will be available in cans. The move allows Sam fans to take their favorite craft brew to locations where glass bottles are prohibited, such as the beach, concert venues and sporting events. The transfer to cans will also save the brewing company a ton of money in shipping, as cans weigh less and are more compact than glass bottles. 

Scientists Checking Out Watered-Down Bud Claim

Consumers have filed several class-action suits this week against the world’s largest brewer, AB InBev, claiming that the company had knowingly watered down some of its products and lowered the stated alcohol content of those products. NPR took a team of scientists to the task of figuring out if the claim was true, according to The Consumerist. In the final analysis, the scientists found that the stated alcohol content on the cans came pretty dang close (and often spot-on) to what was actually in the can. The plaintiffs’ lawyer, of course, “dismissed the results and said as soon as he has AB InBev’s internal testing results, the case will be good to go.” 

AC/DC Releases Rock 'n Roll Brew

Legendary rock band AC/DC has launched its own beer, now on shelves in Germany. The brew—AC/DC Premium Lager Beer—has a 5 percent alcohol content. The canned beverage, with the tagline "German Beer, Australian Hard Rock" will soon be available in Romania, Russia and Brazil. The launch follows the release of the band's own wine label last year. 

Continue reading...

brand news

In the News: AB InBev, Twitter, Cablevision and more

Posted by Dale Buss on February 27, 2013 09:09 AM

In the News

AB InBev fiercely denies allegations that it waters down Budweiser, as its earnings are boosted by U.S.

Twitter sees potential valuation soar as it mulls IPO.

Cablevision sues Viacom for making it run second-tier channels.

AMC is propelled by "The Walking Dead."

Apple is expected to address cash horde at annual meeting as it tries to crack India market with iPhone.

Asus plans aggressive push in U.S. PC market.

Boeing encounters lack of battery expertise as probe of Dreamliner drags on.

Facebook opens up its ad exchange to sell everything but Google.

GM CEO Dan Akerson requests no pay raise for second year in a row.

Huawei kicks off branding campaign at Mobile World Congress.

In-N-Out Burger is kept on track by heiress.

Kraft debuts theme of Velveeta as "liquid gold."

Macy's plans to intensify digital efforts and issues upbeat outlook.

Milwaukee Brewers renew deal with long-time sponsor Miller Lite. Continue reading...

ad watch

Ad Watch: Grammy Awards Follow Super Bowl as Brand Campaign Launchpad

Posted by Shirley Brady on February 10, 2013 09:04 PM

In addition to new campaigns for Ford's "Hello Again" music project for the Lincoln brand and Kraft's "We are the World"-like music video for its Miracle Whip dressing during the Grammy Awards telecast on CBS, a host of other brands used the post-Super Bowl platform to make some noise.

Anheuser Busch InBev's Bud Light Platinum debuted its new new campaign by its new "creative director," Justin Timberlake, while Target also used the Grammys to kick off its tie-in with the singer's new album and promote its tie-ins with singer Pink and fashion designer Prabal Gurung:Continue reading...

super bowl

#Superbranding: The Best and Worst Super Bowl 47 Ads

Posted by Dale Buss on February 4, 2013 02:04 PM

"Brotherhood," Budweiser's 2013 Super Bowl ad, was among those which stood out among rather routine fare.

Super Bowl ads (the complete list) this year provided few gems, according to an emerging consensus of industry professionals.

Many were deemed lame or even confusing, and generally considered ineffective and off-brand. Several brands seemed to suffer rather than benefit from the frenzy of sneak peeks and full-commercial reveals in this year's rush for pre-Game exposure and social buzz.

Still, some brands were able to leverage social media presence and responsiveness into overall good showings up to and through the event, with campaigns that will move forward from here.Continue reading...

brandcameo

Pharma Brands Don't Always Seek Fame, But a Little Blue Pill Keeps Popping Up

Posted by Abe Sauer on January 31, 2013 02:22 PM

"That's the one thing you don't do. You don't tell her you took Viagra. I'm pretty sure that's on the warning label."

So went the viagra joke in 2012's feel-good comedy about middle age, This is 40. But jokes about recreational use of the blue ED pill were not the only pharma brand mention in film recently. A new position paper from the mental health watchdog group Citizens Commission on Human Rights (CCHR) asks: "Has the motion picture industry become the newest outlet for pharmaceutical product advertising?"

To make its case, the CCHR points to the critically acclaimed, Oscar-nominated film about mental illness, Silver Linings Playbook.Continue reading...

super bowl

Super Bowl Ad Watch: Budweiser Tugs at Heartstrings With #Clydesdales Return

Posted by Shirley Brady on January 31, 2013 01:04 PM

Budweiser has unveiled its full Super Bowl ad — a rare move for the brand — ahead of Game Day on Sunday.

Titled "The Clydesdales: Brotherhood," the spot heralds the return of Bud's iconic horses, and features its youngest member, who was a week old during the commercial's shoot at the brand's Grant Farm stables.

The spot also promotes a Twitter hashtag, as more Game Day ads will feature this year: #Clydesdales. Watch below.Continue reading...

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