2014 Brandcameo Product Placement Awards

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...

London 2012

London 2012 Watch: Coca-Cola Stays On Message, Defies Critics

Posted by Dale Buss on July 9, 2012 12:01 PM

While many global marketers are aiming Olympics-related campaigns at young consumers, the real core of TV watchers of London's Summer Olympics are expected to be older Gen X-ers and boomers. Those generations also struggle more than younger ones with obesity and other health issues.

All of that may be why Coca-Cola is using its Olympics sponsorship to do more than promote its new global "Move to the Beat" campaign, which is aimed at teens. Another new initiative by Coke is highlighting active lifestyles by centering on an "eight-pack" of athletes even though the first one revealed — Shawn Johnson — won't be competing in London following her recent surprise retirement from the sport.

In a challenging time in America for soft drink brands, led by New York City's proposed ban on large soft drinks, Coke is hoisting a healthy living banner into the London 2012 Olympics with a campaign which claims that — despite being dismissed as overcaloric sugar water by many health critics — the brand actually has an association with healthy lifestyles.Continue reading...

London 2012

London 2012 Watch: Coca-Cola US Celebrates American Athletes [VIDEO]

Posted by Shirley Brady on July 2, 2012 06:55 PM

Coca-Cola US today released it latest London 2012 Olympics Commercial: "Support Our Athletes." As part of the campaign, Coke is featuring an "eight-pack" of American athletes — Shawn Johnson, Henry Cejudo, Alex Morgan, John Isner, David Boudia, David Oliver, Marlen Esparaza, and Jessica Long — in a My Coke Rewards Olympics contest.

Johnson, who retired from gymnastics on June 3rd, was featured in her own Coke spotlight video (see below) two weeks ago and will be covering the Summer Games as a "correspondent" for another of her sponsors, P&G, which last week announced a grant of $75,000 for youth sports development in U.S. gymnastics .Continue reading...

brand vs. brand

The Pepsi Taste Challenge is Alive and Well and Living in Canada

Posted by Mark J. Miller on May 18, 2012 01:01 PM

Pepsi Canada took a big risk back in 1976 when it challenged consumers to a blind taste test, hoping that they’d not only top rival Coke but also that some of those folks who generally purchased Coca-Cola would surprise themselves and choose Pepsi.

Well, it worked then and the company hopes that it will keep on working this summer. PepsiCo Beverages Canada has announced that it is touring the nation this summer to administer the test to 1.5 million consumers at more than 1,000 events across the land.

With all this energy being thrown into it, Pepsi has gone ahead and renamed the promotion the Pepsi Ultimate Taste Challenge, which makes one wonder how they can possibly top that in the future.

Since 1976, the company has given nine million taste tests and this summer’s taste tests will feature the use of new technology, more than a thousand local events, and tricked-out semi-trailer crossing the country.Continue reading...

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