2014 Brandcameo Product Placement Awards

London 2012

Cadbury Taps Shazam for London 2012 Ticket Contest

Posted by Mark J. Miller on May 9, 2012 03:55 PM

The Olympics are coming to the United Kingdom and chocolate maker Cadbury, which is based in Birmingham, England, would like to give back a little something special to a few of the Queen’s loyal subjects in celebration.

Cadbury, an official sponsor of the London 2012 Games, has a few extra tickets to the Opening Ceremonies but they aren’t just going to wrap them up inside their candy bars like something out of Willie Wonka. Instead, the candy brand has teamed up with the Shazam music app and ITV to take consumers on a multimedia adventure.

Cadbury will first air an advertisement on the finale of ITV's Britain’s Got Talent on May 12 that asks viewers to use Shazam apps to identify a song, according to Marketing Week. The call to action invites viewers to “unwrap a virtual Cadbury chocolate bar to find out whether they have won tickets” or not. (Britain's Got Talent, on a sidenote, has had to suspend mobile voting due to technical issues.)

Marketing Week notes that ITV and Shazam recently partnered so that consumers can “interact with ads shown on the ITV Family of channels” and “use the audio-recognizing application to enter competitions, get additional information about a brand or download free music.” Cadbury is the first brand to take advantage of the possibilities of this new partnership.Continue reading...

sports in the spotlight

London 2012 Watch: BMW's Sustainable Olympics Fleet and more

Posted by Shirley Brady on April 30, 2012 06:01 PM

• BMW talks up sustainability as automaker unveils colorful designs for Olympics loaner fleet of 4,000 cars and SUVs.

• Some London residents may get missiles stationed on their rooftops as city firms up security plans.

• London mayor Boris Johnson complains that Heathrow airport chaos is damaging UK reputation ahead of the Games.

• McDonald's Coca-Cola and Cadbury criticized for Olympics sponsorship.

• Yahoo plans biggest Olympics coverage ever thanks to P&G and Visa sponsorship.

• China signs Wurth as Olympics basketball team sponsor.

• Organizers struggle to keep up with web ticket sales to football/soccer fans.

• New technology will measure impact of extra traffic on London.

brand news

In the News: Barnes & Noble, Pepsi, Nokia and more

Posted by Dale Buss on April 30, 2012 08:59 AM

In the News

AB InBev goes upbeat as profits and sales rise.

Adidas raises forecast after profit beats estimates.

Air Lease nears $5.5 billion purchase of 737 Max jetliners from Boeing as aircraft maker produces first 787 Dreamliner.

Amazon and Texas reach sales tax deal.

Apple sidesteps billions of dollars in taxes worldwide.

Cadbury shows the way on Google+.

Chrysler overruns magazine covers with new Viper.

Disney's Marvel's The Avengers aims to kick off summer box office bonanza.Continue reading...

chew on this

Post-Kraft Spinoff, Mondelēz To Enliven Young, Global Brands

Posted by Dale Buss on April 6, 2012 12:58 PM

Remember all that stuffy marketing from Kraft brands like Oreo, Trident and Tang? Well, once the newly named Mondelēz unit gets its freedom from Kraft in a spinoff of the company's fast-growing, internationally oriented snacks business, expect the marketing chiefs to push the envelope.

The brands to be deposited into Mondelēz — including the aforementioned Oreo, Trident and Tang — "tend to have a younger, vibrant appeal that allow us to push the edge of the marketing much further than some of the classic, traditional, more Midwestern-focused brands," said Mary Beth West, Kraft's chief marketing officer, in an interview with the Chicago Tribune. "That's not a value judgment," she insisted.

But West herself does plan to leave "Midwest" parent company Kraft Foods — based in Northfield, Ill. — to join Mondelēz. And she will be taking Dana Anderson, Kraft Foods SVP of marketing strategy and communications to join Kraft Foods CEO Irene Rosenfeld, who is also decamping to Mondelēz.Continue reading...

name game

Mondelēz, Mondelēz: Kraft Employees Name Soon to Be Spun Off Snacks Unit

Posted by Dale Buss on March 21, 2012 01:43 PM

What's in a name? Kraft Foods is about to find out, after announcing today that Mondelēz International is the moniker of the corporate global snack-foods unit that it will spin off by the end of this year, as announced last August.

"Mondelay," you say? Nay, nay! No need to dust off your high school French. The new name — pronounced "Mohn-dah-LEEZ" — is a Kraft-coined word that, the company explained in a press release, is intended to evoke the idea of "delicious world."

"Monde" derives from the Latin (and French) word for "world," the company explained, and "dēlez" is a "fanciful expression of 'delicious.'" And, of course, "International" captures "the global nature of the business."

Even though it won't be consumer-facing, pronunciation will be a challenge ("mon-de-lay," "mon-de-less," or "mon-de-leez"?) for the new name which was, as it turns out, employee-sourced.

Last fall, Kraft invited staffers around the world to suggest names and received suggestions from more than 1,000 employees. The winner was inspired by separate suggestions from two employees, one in North America and one in Europe.Continue reading...

brand news

In the News: J&J, PepsiCo, Kenneth Cole and more

Posted by Dale Buss on February 24, 2012 09:01 AM

In the News

AIG reports a profit.

Apple CEO Tim Cook says company has more money than it needs and moves to appease shareholders as Proview brings China iPad trademark spat to US.

Best Western launches Facebook hotel reservations.

BP Gulf spill settlement looms.

Burger King eyes India's fast food market.

Cadbury Dairy Milk promotes fair trade chocolate in UK campaign.

Chevy-Ford rivalry heats up via NASCAR.

Chrysler and Carhartt discuss clothing collaboration.

Clorox CEO targets healthcare brands for acquisition.Continue reading...

china breaking

China Bites: Apple, Starbucks, NBA and more

Posted by Abe Sauer on February 9, 2012 01:14 PM

Apple, as ever, is all the talk in China:

• Company loses iPad trademark in China and faces $1.6 billion lawsuit, prompting question: "Why Haven’t the Apple Stores Been Shut Down?"

• Labor woes continue with The Economist weighing in on the "but these jobs are better than farming rice" argument.

• Is this a 7th generation iPod nano? With a camera?

• iPhone woes continue as Apple admits China Mobile SIM cards and iPhone 4S are not speaking the same language.

• Siri gets Rosetta Stone: Chinese.

But it's not all Apple in China:Continue reading...

brand news

In the News: Altria, BP, RIM & more

Posted by Dale Buss on January 3, 2012 09:11 AM

In the News

Altria launches tobacco rights website.

Apple sees its devices dominate mobile ordering as brand plans books announcement and sets Red Friday sales event for Asia.

Avery Dennison sells office and consumer products business to 3M.

Axe woos young males with interactive comic book.

Bentley plans luxury SUV.

BMW sees 2012 premium growth.

BP sues Halliburton over Gulf spill, includes anti-BP protesters in new ad.

Bridgestone kicks off Super Bowl campaign at NHL Winter Classic.

Brisk ties into Star Wars 3D theatrical launch with mobile campaign.

Cadbury adopts vertical shelf-ready packaging.Continue reading...

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