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...

branding together

Apple Enters Uncharted Waters with Reported Beats Brand Acquisition

Posted by Sheila Shayon on May 9, 2014 01:07 PM

Apple may soon be marching to a new beat as it closes in on its largest acquisition ever: the $3.2 billion purchase of Beats Electronics LLC.

Founded by music producer Jimmy Iovine and hip-hop celeb Dr. Dre, Beats is known for its premium Beats by Dre headphones and streaming music service, Beats Music, which launched in January. The headphones alone, which can cost consumers upwards of $300, have become a status (and fashion) symbol in the hip-hop community and beyond, and have posed a great challenge to headphone-makers like Skullcandy.

Apple, of course, produces its own earbuds for use with its iPhones and iPods, but recently partnered with Beats for the iPhone 5S release in November. The company has been under pressure from investors and consumers to bring innovative new products to market.

As the Wall Street Journal observes, Apple shook up the music business in 2003 with the launch of the iTunes music store, but now it's the disrupter that's being disrupted.Continue reading...

branding together

Brand Disruptors: Amazon Changes the Game, Turns Twitter Into a Shopping Mall

Posted by Sheila Shayon on May 5, 2014 05:41 PM

Tweeting just got sweeter—or shopping just got Tweeter—for Amazon customers thanks to a new social integration that lets users add items to their shopping cart by responding to links on Twitter with the hashtag #AmazonCart (in the U.S) or #AmazonBasket (in the U.K.), a move that makes social shopping easier and—dare we say—fun.

“Add it now, buy it later” is the slogan, and it seems to be as simple to use as that tagline. Once an Amazon account is linked to a Twitter account, responding to a link with the requisite hashtag puts the item in your cart along with a reply tweet from @MyAmazon.

While hashtags make the process simple, it’s simultaneously a public broadcast of what one is buying—as well as user-generated marketing for Amazon and the latest step in making shopping more social and seamless.Continue reading...

branding together

Hello Kitty x Playboy Partners on Not-for-Kids Collection for Colette

Posted by Abe Sauer on March 12, 2014 02:33 PM

Hello, Kitty! Beloved Japanese children's icon Hello Kitty had officially teamed up with Playboy. Yes, you read that correctly. Not the most obvious brand collaboration, the two entertainment brands are being brought together by cutting-edge French fashion retailer Colette. The co-branded collection consists of everything from socks to lighters to cameras to sucettes (lollipops). Obviously not geared for kids—and you will never look at Kitty the same way again...

campaigns

Spray it Forward: Kenneth Cole Taps Google Glass for Good Deeds Campaign

Posted by Sheila Shayon on March 5, 2014 03:55 PM

Combining wearable tech, a modern "stand-up" guy and a pay-it-forward ethos, Kenneth Cole's "Man Up for Mankind Challenge" asks men to perform a "gentlemanly deed" every day for the next three weeks—21 Days, 21 Deeds—in return for eligibility to win a Mankind toolkit valued at $1,000.

While Diane Von Furstenberg was the first fashion designer to put Google Glass on the runway, as she did during her New York Fashion Week show in 2012, Kenneth Cole is aiming to be Google Glass fashion pioneer of another sort, but featuring the app in a campaign for its new Mankind fragrance. (L'Oreal, meanwhile, is using the device internally, as a teaching tool for its network of stylists.)

Once Kenneth Cole's augmented reality app is downloaded, users of the geek chic wearable computer will receive an alert in their viewfinder with a reminder of that day's deed, such as the gentlemanly “offer to carry a lady’s bag,” “buy a stranger a coffee,” or “donate old clothes to a local shelter.”

They're being encouraged to snap and share photos of themselves in action on a dedicated site and to tweet their deeds during the three-week challenge with the hashtag #manupformankind. Non-Glass wearers can participate using a smartphone or digital camera, too.Continue reading...

branding together

Brand Bites: Watch IFC's Portlandia Skewer Anti-Corporate Art

Posted by Abe Sauer on March 3, 2014 03:39 PM

"Since the 50s, one common target about making a statement has been McDonald's. Ronald McDonald plus something violent and crazy like money equals… shock."

So begins the excellent takedown of anti-corporate art from IFC TV series Portlandia. It's just the latest brand integration from the product placement-friendly satire series. In fact, the show has re-teamed with Geico on its latest storyline that kicked off the first episode of the show's fourth season last week.Continue reading...

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