2014 Brandcameo Product Placement Awards

chew on this

Stride Shift: A Gum that Willy Wonka Would Love

Posted by Barry Silverstein on May 11, 2010 02:05 PM

"Ready or not, here it comes."

That's the tag line of a new TV ad for Stride Shift, a sugarless gum that claims to change flavors as the consumer chews it. Available in two flavors (Berry-to-Mint and Citrus-to-Mint), Stride Shift is the latest entry in the sugarless gum category, a market worth over $2 billion.

What's changing, in addition to Stride's Willy Wonka-esque flavor-changing twist, is the marketing approach of Kraft's Cadbury division when it comes to the brand.

Already positioned as "The Ridiculously Long Lasting Gum," Stride has abandoned the typical sugarless gum marketing strategy of pitching fresh breath, whitening, or being good for consumers.Continue reading...

close of business

Around The Web: Text To Save

Posted by Sara Zucker on March 16, 2010 06:39 PM

Target sends text messages to shoppers with coupons and other promotions. [CNN Money]

Tiger Woods will take part in the 2010 U.S. Masters golf event in April. [Reuters]

A new television series parodies the life and career of Steve Jobs. [NY Times]

Kraft is remorseful for not following through with Cadbury promises. [WSJ]

brand news

Headline Roundup: Visual Stimulation

Posted by Sara Zucker on February 10, 2010 07:53 AM

Coca-Cola, Pepsi to move nutrition facts to the front of labels. [WSJ]

The Grey Group takes away all but 3 of its offices for an open-plan space. [NY Times]

Sally Hansen, N.Y.C. New York Colors, La Cross purchased by Laird. [Adweek]

Pajama Jeans create competition for the now-infamous Snuggie. [BrandFreak]

Cadbury's Somerdale factory will close, causing a loss of 400 jobs. [Daily Mail]

Microsoft follows Apple in scooping up web domains. [TechCrunch]Continue reading...

Cadbury And Kraft Unite, But Will Consumers Taste Success?

Posted by Sara Zucker on February 5, 2010 10:45 AM

Negotiations have ceased and Cadbury is now officially a Kraft brand, but it didn't come cheap: Kraft spent $18.5 billion. (What a difference one month makes since AP published a $19.5 billion estimate in January.) Nevertheless, Cadbury's majority shareholders agreed to an acquisition that will allow Kraft to take the reigns. 

Kraft's CEO and chairwoman, Irene Rosenfeld, explained that "the combination of Kraft Foods and Cadbury creates a global powerhouse in snacks, confectionery and quick meals. Together we have impressive global reach and an unrivaled portfolio of iconic brands, with tremendous growth potential."Continue reading...

brand news

Headline Roundup: Poor Choices

Posted by Sara Zucker on February 4, 2010 07:39 AM

Oprah's self-help guru James Ray charged with manslaughter. [CNN]

Gambler wins, then loses millions to PartyGaming. [Daily Mail]

American Eagle creates a cosmetics line for its Aerie brand. [StyleList]

Gucci saves money, uses images from the 1960s in its new campaign. [WWD]

Monster negotiates to purchase Yahoo's HotJobs website. [NY Times]

Pfizer cuts back on costs for research-and-development. [WSJ]Continue reading...

brand news

Headline Roundup: The Blue Ribbon Treatment

Posted by Sara Zucker on January 28, 2010 07:28 AM

Ralph Lauren nominated "2009 Mobile Marketer of the Year." [Mobile Marketer]

Fast-food chains promote reduced-calorie foods for health-conscious consumers. [NY Times]

Twitter launches a more personal "Local News" feature. [SF Gate]

American Apparel recalls its new line of nail polish. [Racked]

The Budweiser Clydesdales will not appear in this year's Super Bowl ads. [CNN Money]

AMC creates a parody of Weatherproof's now-defunct Obama billboard. [BrandFreak]Continue reading...

brand partners

Kraft Finally Crafts Winning Cadbury Bid

Posted by Anthony Zumpano on January 20, 2010 09:17 AM

The nearly $20 billion Kraft-Cadbury merger, despite months of bickering and the intrusion of other potential suitors, is finally a go.

Now comes the fun part. Will the brands blend like milk and chocolate, or like Velveeta and Creme Eggs? After all, Cadbury chairman Roger Carr spent most of the last four months hurling barbs at Kraft management, declaring just last week that there was "no strategic, operational, managerial, or financial reason" to execute the acquisition. But Carr’s post-deal comments imply that his aggressive stance was all in the best interests of his brand and the brand’s shareholders.

Posturing aside, expect the marriage to get off to a rocky start. Layoffs are inevitable, and in one British town, home to a Cadbury factory since 1879, workers are calling the deal “the end of a great British company.”Continue reading...

close of business

Around The Web: Sweet Gains

Posted by Jim Thompson on January 19, 2010 08:24 PM

Kraft purchases Cadbury for a sweet $19.5 billion. [AP]

New Ford Taurus receives high scores. [NYT]

Socially responsible GlaxoSmithKline to offer free malaria cures. [Guardian]

Weight Watchers sues Jenny Craig. [BrandWeek]

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