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fashion therapy

Volkswagen, Aquafina Woo Fashionistas This Awards Season

Posted by Mark J. Miller on January 11, 2013 11:12 AM

It’s getting harder and harder to get television viewers to actually sit and watch commercials, which means product placement continues to rise as a means to show consumers just how great a product is.

TV will be filled with awards shows for the next few months, live events often attract high tune-in, sprinkled with tune-out during commercial breaks. 

PepsiCo's Aquafina brand is partnering with fashion TV powerhouse Project Runway (which jumped from Bravo to Lifetime TV in 2009) with a contest inviting aspiring designers to submit their designs for a chance to attend the season 11 finale at the Fall 2013 Mercedes-Benz Fashion Week in New York next month.

According to the press release, "Narrowed down from the pool of design submissions gathered over the past month, the four designers who receive the most votes will compete in a one-hour, live design competition in New York City on February 6, 2013. The grand prize winner will receive $5,000, Aquafina for a year and recognition among the esteemed Project Runway and fashion communities."Continue reading...

super bowl

Super Bowl 2013: Pepsi and Bud Join Forces for Co-Branded Retail Push

Posted by Dale Buss on January 10, 2013 03:48 PM

Purchasing for Super Bowl parties just got easier. Two CPG behemoths are boosting their brands' cooperation in the retail store using the upcoming Super Bowl as a way to generate unprecedented synergies from in-store marketing.

PepsiCo and Anheuser-Busch InBev will put Bud Light and Pepsi together for the first time under the new effort, which AB InBev internally called a "National Big Bet," according to Ad Age. The companies previously had paired AB InBev drinks with PepsiCo-owned snack brands such as Doritos and Lay's, but not beverages.

As official Super Bowl sponsors — and Budweiser's Bud Light the official beer of the NFL — the respective beverage giants are hoping the co-branded in-store signage will woo shoppers in the days leading up to America's Biggest Snacking Occasion.

The co-branded marketing materials reportedly include display signs showing two bags of Doritos, two bottles of Pepsi and two bottles of Bud Light along with the Super Bowl logo and the slogan, "Super Bowl. Super Team. Super Party."Continue reading...

branding together

Walmart, Tesco Cozy Up to Restaurant Partners

Posted by Mark J. Miller on January 9, 2013 04:28 PM

Ordering fast food is pretty easy to do, but fast-food marketing execs are aiming to make it even easier for consumers, while also saving a bundle on real estate by opening their new locations under someone else's roof.

Nation’s Restaurant News reports that a few fast-food chains aren’t spending all the bucks of creating new standalone locations but instead investing in opening up new eateries inside existing supermarkets, retailers, and convenience stores. While nested within a retailer's branded storefront, bringing their food services directly to shoppers also helps to differentiate the stores from their competitors. Such U.S. fast-food brands as Checkers Drive-In, Fazoli’s and Huddle House are “investing in nontraditional partnerships,” NRN notes, in order to “reach more customers and better serve their franchisees.”

As part of its franchising push with sister brand Rally's, Checkers has opened two in-store Walmart locations and is looking into adding more. “It has to be the right type of partnership,” commented Jennifer Durham, VP of franchise development for Checkers and Rally’s. “With Checkers and Rally’s being the most value-relevant brands in QSR and Walmart being the most value-relevant retailer, it made sense to join forces. We wouldn’t go into a Nieman-Marcus, because that’s not where our consumers live.”Continue reading...

brand and bottle

Come Fly With Jack and Frank: Ol' Blue Eyes Whisky Ready for Take-Off

Posted by Mark J. Miller on December 14, 2012 10:22 AM

Often when a celebrity dies, no matter what kind of damage they may have done to themselves, the culture, or their families, their image suddenly gets cleaned and polished up quite nicely. 

Whoever is controlling the after-death image of Frank Sinatra, though, appears to want to go in the other direction. The mystique of Sinatra – a lady-killing, cocktail-swilling, cocked-hat-wearing Vegas-owning charmer with a sweet singing voice – isn’t getting cleaned up at all. Instead, his famed tippling ways are being amplified by Jack Daniel’s, which is bottling the Ol' Blue Eyes magic with Sinatra Select whisky.

To support the launch, Jack Daniel’s parent Brown Forman is now opening “Sinatra Experience” installations in duty-free shops at airports across the globe that will allow travelers to take a sip of the limited-edition whisky, check out images of Sinatra in action, and listen to his tunes.Continue reading...

brand strategy

TCBY to Expand Brand With Juice Line, Yogurt Bars

Posted by Mark J. Miller on December 5, 2012 12:02 PM

TCBY, the acronym by which The Country's Best Yogurt chain is better known, once ruled the yogurt-retail world, but in recent years, a lot of competition has grown up around it. Part of that competition targets “back to the earth” consumers who are more interested in going back to a more “natural” yogurt and part of that competition is simply those hoping to horn in on TCBY’s frozen-yogurt mix-in turf.

The explosion in yogurt shops just in New York City of late has been astounding, including Chobani's first standalone boutique. “There’s been a veritable war in the Village,” real-estate broker Faith Hope Consolo, a retail real-estate broker for Douglas Elliman, told the NY Observer. “It’s the fastest-growing franchise in the country.” Don’t think TCBY is taking the war lightly.Continue reading...

branding together

Chrysler Unveils "Imported From Detroit" Workwear with Carhartt

Posted by Dale Buss on November 29, 2012 01:07 PM

The Chrysler brand and Carhartt this week launched a limited-edition "Imported From Detroit" work wear collection that pays homage to the spirit of the Motor City, and serves as yet another reminder of the effectiveness of Chrysler's turnaround branding campaign sparked by the 2011 Super Bowl commercial featuring Eminem.

Debuting at the Los Angeles Auto Show this week, the collection includes shirts, jackets and pants that are individually hand-numbered, 100-percent Made-in-America, and reflect iconic Carhartt styles with exclusive design detailing such as blacked-out hardware and leather brand labels.

"The pairing of the Chrysler brand and Carhartt is another example of how we are continuing to champion the energy created from the 'Imported From Detroit' campaign," stated Saad Chehab, president and CEO of the Chrysler brand. "Carhartt shares Chrysler's respect and appreciation for hard-working Americans."Continue reading...

branding together

Burton and Mountain Dew Launch Eco-Friendly Collection

Posted by Sheila Shayon on November 16, 2012 03:13 PM

Burton Snowboards and Mountain Dew are launching the 2013 Green Mountain Project (GMP), a collection using sustainable fabric made from recycled plastic bottles.

The new outerwear collection includes three eco-friendly jackets and two pants for men, and two jackets and one pant for women, made from blended materials such as GMP Hemp Fortex, 3M Thinsulate insulation with recycled fibers, DRYRIDE EcoNanoshell 2L Fabric and 3-Layer Hemp Ripstop Fabric and recycled taffeta and mesh linings, all of which have a lesser environmental impact.

How do they actually do it? Here’s how:Continue reading...

sporting brands

ManU in the Money: Manchester United Flexing Its Financial Muscle

Posted by Mark J. Miller on November 15, 2012 01:04 PM

It's nice to be the world's most popular soccer team.

Footie powerhouse Manchester United, which is currently undefeated and in first place in both the English Premier League and its Champions League grouping, is starting to really flex its financial muscle to score a premium for its brand. ManU listed itself on the New York Stock Exchange back in August and it has been extremely busy in its first quarter. The team’s massive debt load dropped 18% down to $570 million, the AP reports. ManU also had a big influx of cash recently from an agreement with Comcast to broadcast all of its games in the United States over the next three seasons for $250 million, which is much better than the deal worth $80 million for three years that the team just had with Fox, which reaches fewer American homes than Comcast.

The club signed 10 new sponsorships during the quarter, according to SeekingAlpha.com. One new deal was with the largest telecommunications company in Azerbaijan, Bakcell, which will allow more than 2.5 million consumers to watch ManchesterUnitedTV there during the next three years. And if you’re looking for the team’s official soft drink in Japan, look no further than fruit and veggie drink specialist Kagome. The most notable deal, though, was a pre-IPO arrangement with General Motors, which agreed to pay $559 million to have Chevrolet’s logo grace the front of the team’s jerseys.

The team also just broke up with a sponsor, DHL, which had agreed to pay $65 million to place its logo on the team’s practice jerseys. Now its management team is eager to wring more cash from uniform supplier (home and away) Nike, which gets to push its swoosh next to jersey sponsor AON as part of a 13-year, £303m ($480.3 million) contract with ManU that ends in 2015. That’s a measly $36.9 million a year!Continue reading...

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