Best Global Green Brands 2014

London 2012

Beats By Dre Ambushes, Wins The Olympics

Posted by Abe Sauer on August 21, 2012 01:28 PM

With the 2012 Olympic Games a week away, brands are beginning to get an idea of just how much of a bump they got from a few weeks in London at the most watched event in TV watching history.

When it comes to the most effective ambush marketing campaigns, there is no shortage of contenders. Paddy Power took true ambush action and suffered the International Olympic Committee's significant wrath. BMW's Mini executed probably the most garish ambush strategy during the discus and javelin events. And it's easy to see Nike as a favorite. Its "greatness" campaign was a hit from America to China.

But another brand stood out more than Nike -- from America to China -- and saw an immediate, significant sales increase. It's a brand that appears to be making unconventional marketing its core platform for brand building: Beats by Dr. Dre. Continue reading...

sip on this

Diet Coke Turns 30 With 30-Second Parties for "Biggest Fans"

Posted by Shirley Brady on August 10, 2012 05:27 PM

Coca-Cola's Diet Coke sugar-free soft drink launched in the U.S. 30 years ago — on Aug. 9th, 1982, to be exact.

As Coca-Cola's Diet Coke brand page notes, "Within two years, Diet Coke had become the top diet soft drink in the world, a position the brand maintains today. Known as Coca-Cola light in some countries, it's now the No. 3 soft drink in the world" — following Pepsi at #2, and Coke at #1.

The brand celebrated by hosting 30-second parties for a few of its "biggest fans" who sent birthday wishes using the Twitter hashtag #DietCokeBday — check out a few of their reactions below — while The Guardian took a look this week at the beverage's "enduring appeal."Continue reading...

cola wars

Bolivia Keeps Coca-Cola, Dismisses Foreign Minister Statements

Posted by Mark J. Miller on August 10, 2012 10:28 AM

Bolivia was recently rumored to be dispensing with Coca-Cola after this year’s Summer Solstice on Dec. 21 — which wouldn't have been quite the global boost the soda maker was hoping its sponsorship of the Olympics would bring it.

“The twenty-first of December 2012 is the end of selfishness, of division,” Bolivia’s Minister of External Affairs, David Choquehuanca, said according to Forbes. “The twenty-first of December has to be the end of Coca-Cola and the beginning of mocochinche (a local peach-flavored soft drink). The planets will line up after 26,000 years. It is the end of capitalism and the beginning of communitarianism.”

The news that Coca-Cola's days might be numbered in a country that had McDonald's evicted in 2002, according to Care2.com, didn't seem entirely beyond the realm of whackiness. But the rumors of any Bolivian marching orders were not only incorrect but "taken out of context," and Coca-Cola execs in the market can rest assured. "Foreign Minister Choquehuanca's statements about Coca-Cola were taken out of context and there is nothing official," Bolivia's Foreign Ministry spokeswoman Consuelo Ponce told Dow Jones.

A Coca-Cola spokesperson provided the following statement to brandchannel:

"The Coca-Cola Company has been a part of the community in Bolivia, generating jobs, generating income for thousands of customers, suppliers and workers, and refreshing people since 1941. Additionally, we support education and other initiatives that create positive social impact in the community. Like the Bolivian economy, our business has been growing steadily and we have plans to continue our investments and growth in the coming years."

That's good news for the nation of 11 million consumers, where “consumption of Coca-Cola products has tripled in Bolivia since 2001 and has increased notably in all Latin American countries.” And it's not like Bolivia needs any more bad press with anything that remotely sounds like "coke."

sip on this

Soda Wars: Let 'Happiness' Reign as Chief Execs 'Live For Now'

Posted by Dale Buss on August 1, 2012 10:45 AM

Coca-Cola is busy spreading "Happiness" around the world as an Olympics sponsor, while Pepsi is counting on new cultural relevance through its music-based "Live for Now" campaign and by sponsoring the next Super Bowl halftime show.

But back at the home offices in Atlanta and in Purchase, N.Y., executives of each company are dealing with real-world strains including the increasing opposition of nutrition activists (including New York Mayor Michael Bloomberg), more competition, consumers' fading interest in soft drinks — and with each other. And those factors are contributing to important new dynamics for PepsiCo CEO Indra Nooyi and Coca-Cola CEO Muhtar Kent.

In Atlanta, Coca-Cola has just reorganized its C-suite and expanded the responsibilities of two senior executives, Steve Cahillane and Ahmet Bozer, creating an early horse race to succeed Kent in a few years. The move also is part of a consolidation of executive authority beneath Kent, who has been widely praised for his leadership of the company, boosting profits and swiping market share from PepsiCo since he became CEO in 2008.Continue reading...

London 2012

London 2012: Coca-Cola Expands Olympics Music Push to will.i.am, Dr. Dre

Posted by Mark J. Miller on July 31, 2012 12:55 PM

Coca-Cola  the Olympic Games. After all, the soda maker has been lapping up the Olympics for every bit of marketing goodwill it can get for more than 80 years.

Now this year’s Olympics are in full swing and Coca-Cola can see the light at the end of the tunnel of its Move to the Beat campaign with singer Katy B and producer Mark Ronson that kicked off ahead of its sponsorship of the 8,000-mile Olympic torch relay. It's been a busy year with a variety of London 2012 marketing tie-ins.

And now Coca-Cola is extending its musical chops in a just-announced partnership with will.i.am to launch a sustainability-collaboration platform for brands dubbed EKOCYCLE, which is partnering to produce greener Beats by Dr Dre headphones — a brand that isn't music to the London Olympics organizers' ears.Continue reading...

brand news

In the News: iPhone 5, AT&T, Qantas and more

Posted by Dale Buss on July 18, 2012 09:02 AM

In the News

Apple slims down next iPhone as analyst says that iPad Mini and iTV are real products.

AT&T is introducing shared data plans as iPhone users fear iPhone FaceTime charges.

Bank of America swings to profit.

Bob Evans may be considering sale of Mimi's Cafe.

Coke and PepsiCo step up campaign against New York soda ban.

DirecTV finds unlikely friends in dispute with Viacom.

Ericsson earnings plunge on economic slowdowns.Continue reading...

sip on this

Honest Tea: Turning Lemons Into TV Ad(e)

Posted by Dale Buss on July 17, 2012 04:23 PM

Honest Tea has moved steadily toward the mainstream of the U.S. beverage business in recent years, as Coca-Cola has invested more and more in the brand. But since it was purchased outright by Coke last year, the Bethesda, Md.-based organic-tea and -juice startup has moved at the even faster pace that would be expected of a tiny company now backed by the immense marketing and distribution resources of the world's biggest soft-drink concern.

So it's not surprising that Honest Tea has launched its first integrated advertising campaign (and a new tagline: "Refreshingly Honest") and, what's more, that it includes the brand's first foray into TV advertising — as you can watch below:Continue reading...

sip on this

NYC Soda Wars: Big Gulp, Little Protest (Updated)

Posted by Dale Buss on July 13, 2012 01:01 PM

Some media couldn't wait to jump all over the almost non-existent attendance this week at the "Million Gulp March" near City Hall in New York against Mayor Bloomberg's proposed soda ban.

Organized by a gaggle of libertarians, Ron Paul supporters and ad hoc protesters, the protest at New York's City Hall on Monday drew only about 50 people, according to local reports, while organizers had predicted attendance of about 500 — never mind the "million" moniker in its name.

"Before, the government was instituted to protect the rights of everyone and prevent crime, and now it's cracking down the rights of everyone," Zach Huff, a spokesman for Ron Paul 2012 organizer NYC Liberty HQ, told CBS News. "It's astonishing we have a mayor who is pro-choice when it comes to what a woman can do with her body but isn't pro-choice with simple choices, like soda-container sizes."

Bloomberg retorted, "If you want to kill yourself, I guess you have the right to do it. We’re trying to do something about it."Continue reading...

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