Best Global Green Brands 2014

tech innovation

Google Lends Digital Expertise to UK Grocers' Corporate Citizenship Efforts

Posted by Sheila Shayon on June 5, 2014 03:02 PM

Food waste is an enormous global problem, which is why UK grocer Sainsbury’s is partnering with Google in its latest effort to get consumers to upcycle their leftovers.

Google created an interactive banner ad that uses voice recognition to generate simple recipes made of otherwise wasted ingredients, modeled after and in support of Sainsbury's Food Rescue tool to eliminate kitchen waste. Desktop users can input ingredients via keyboard, while mobile customers can click on the expandable banner and speak up to nine ingredients into their device for an instant range of 1,200 choices from simple snacks to dinner party options.

The idea for the interactive banner came from Google data that showed search queries for terms related to “leftovers” increased one-third in the last year, with about 64 percent coming from mobile. The ad and tool are an extension of the retailer's ongoing commitment to stopping food waste. “We have a role to play in helping reduce food waste around the country,” Sainsbury’s head of brand communication, Mark Given, told Marketing Week.Continue reading...

tech style

Google Taps Its Favorite Fashionista for New Glass Styles

Posted by Sheila Shayon on June 4, 2014 10:42 AM

Google is betting that fashion doyenne Diane von Furstenberg can do for the now-glanceable Google Glass what she did for her iconic wrap dress

This week at her New York City headquarters, DVF revealed her latest fashion collaboration alongside her 2015 Resort Collection: "DVF | Made for Glass," a collection of DVF-branded sunglasses and prescription frames made specifically for Google Glass, which marks the tech company's first fashion partnership.

The collection, which will go on sale on June 23 with prices starting at $1, 620, "attempts to diminish the visual impact of the lipstick-sized bar that sits on top of the wearer's right eyebrow, either coloring it in the same shades as the frames themselves, or giving it a complementary hue," The Verge reports. The DVF collection follows Google's own Titanium collection launched in January. 

After Glass was initially received as “nerdy at best," von Furstenberg, a longtime partner of Google, was given the creative keys to design the first Glass accessories not made by Google. von Furstenberg has championed the technology since 2012 when she outfitted her runway models with Glass, calling it a "historic creation."Continue reading...

see you in court

Beastie Boys Face Off Against Monster in Fight to Protect Brand

Posted by Mark J. Miller on May 28, 2014 12:14 PM

The remaining two members of the Beastie Boys, the hip-hop icons of "Fight for your right" fame, are indeed doing just that this week in a Manhattan court for a trademark suit against Monster Energy Drinks. 

Before the group's third member, Adam "MCA" Yauch passed way just over two years ago, Yauch made it his will that the band's music or its likeness not be used in any form of advertising. But just a few days after Yauch's passing, Monster uploaded a video of excerpts of its recent snowboarding event set to the beat of five Beastie Boys tracks. The video ended with the words "RIP MCA" in Monster's brand typeface, according to Billboard

While Monster admits it made a mistake, the beverage brand is balking at paying out the reported $2 million settlement that the band and Yauch's estate are asking for in return for "damages for the song licenses and another $1 million for the 'implied endorsement.'"Continue reading...

World Cup Daily

World Cup Watch: Budweiser Rises as One with Help from VICE

Posted by Mark J. Miller on May 26, 2014 01:05 PM

With the World Cup in Brazil kicking off on June 12, brands are going into overdrive to capitalize on the growing anticipation.

Budweiser, the official beer sponsor of the massive event, has embarked on a multi-faceted World Cup marketing campaign that includes a co-branded content web series—a first for the brand—in partnership with the Millennial magnet that is the VICE media brand these days.

The "Rise as One: Modern Stories" series started as a documentary on Fox and has been playing out in episodes on its YouTube channel as well as via its (age-gated) World Cup microsite, called (in line with its World Cup tagline), Rise as One.Continue reading...

sporting brands

Manchester United Threatens Nike Deal with High-Priced Demands

Posted by Mark J. Miller on May 23, 2014 03:47 PM

The season may be over on the field for Manchester United, but it apparently has only just begun for the team's board members.

Coming off its worst season in decades after losing famed coach Sir Alex Ferguson last year, the team recently booted Ferguson's replacement in hopes that Louis Van Gaal can put the team back on track next season. More concerning though than its losing record is its losses on the bottom line. And now one of the team's biggest money-makers—kit supply—is up for grabs. 

The world's most popular soccer team has been wearing Nike gear for more than 10 years thanks to the $510 million that the Portland, Ore.-based company paid out for a 13-year contract to outfit the team. While Nike would like to continue to lucrative partnership, ManU is reportedly looking for even more money once the deal wraps up after next season.Continue reading...

brand extensions

Pepsi Kicks the Ball Downfield with Soccer-Themed Clothing Collection

Posted by Mark J. Miller on May 22, 2014 04:02 PM

In yet another timely play for soccer fever, Pepsi has launched a limited-edition clothing collection meant to capture the "art" and creativity behind soccer. 

The Live for Now Capsule Collection features clothing, accessories and electronics created by international designers including Original Penguin by Munsingwear, B&O PLAY, Gents, Goodlife, Del Toro and SHUT. 

The line, which overlaps Pepsi's "The Art of Football" initiative—celebrating soccer without being a FIFA World Cup sponsor—with its global Live for Now branding campaign, will be available at Bloomingdale's in the U.S., Colette in Paris, and Liberty in London.Continue reading...

mobile marketing

T-Mobile Dials In to Latino Community with Univision-Branded MVNO

Posted by Mark J. Miller on May 16, 2014 12:19 PM

As the fastest-growing demographic in the US, Latinos are the apple of every brand's eye as they look to hone in on the youthful, tech-savvy group. Now, the leading Hispanic media brand in the US—Univision—has partnered with T-Mobile to launch a customized wireless brand, Univision Mobile

The new network will offer "monthly plans that include 100 minutes of international calling to eight countries in Latin America, including Mexico, and unlimited text messaging to phone numbers in more than 200 countries around the world," according to the Los Angeles Times.

The branded MVNO, which goes live on Monday, will be sold through Walmart stores and select wireless dealers that cater to Latino communities. 

"We built the wireless service they told us they wanted from the ground up, instead of slapping a Spanish translation on top and calling it a service for Hispanic Americans, like the old-guard carriers do," Mike Sievert, T-Mobile's chief marketing officer, told the Times. Sievert, of course, is taking a swipe at Verizon's "Viva Movil" endeavor, which launched last year in partnership with Jennifer Lopez. Unlike Viva Movil, Univision Mobile will not open any stand-alone stores, and will only be marketed through authorized resellers.Continue reading...

chew on this

Frozen-Food Brands Latch Onto Freshness in New Collective Campaign

Posted by Dale Buss on May 14, 2014 12:13 PM

Growth in the US grocery business is mostly coming from fresh foods, some of them organic and “natural,” many of them “locally” produced and “clean-label” or as unprocessed as possible. However, that's is not the perceived profile of the typical frozen food.

America’s big frozen-food brands have faced sales stagnation. So, many of the brands and companies—ConAgra, General Mills, Heinz, Hillshire, Kellogg’s, Nestle, Pinnacle and Schwan’s—are getting together in a new, $30 million advertising campaign meant to persuade American consumers that frozen fare is the next best thing to fresh.

In fact, the three-year effort is called “Frozen. How Fresh Stays Fresh.” It seeks to portray freezing “as nature’s pause button,” inspired in part by Wendy’s tagline, “Fresh, Never Frozen.” The similarly beleaguered US canning industry is also attempting a comeback.Continue reading...

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