Posted by Dale Buss on February 1, 2013 02:35 PM
The deluge of early looks at Super Bowl ads, both entire spots and teasers, has helped brands generate lots of buzz online and elsewhere long before Sunday. And in terms of creating brand presence before the Big Game that didn't used to occur, it's hard to argue with that strategy.
But the tidal wave of sneak peeks and January reveals also has allowed early germination of inevitable controversies. Whether the publicity created by those whirlwinds has been good or bad for the brands and their overall Super Bowl branding efforts probably falls under the usual maxim of PR: "as long as you spell my name right."
GoDaddy.com has always bared everything in its Super Bowl ads, so there's no surprise in the controversy over one of its two ads released this week. It's an up-close and personal look at a brief make-out session between supermodel Bar Refaeli and actor Jesse Heiman — something about small business scoring.Continue reading...
Posted by Dale Buss on January 31, 2013 12:02 PM
One of the dangers for brands in releasing Super Bowl ads and teasers early is that it allows the criticism to start early as well.
That's what various brands are facing even before kickoff of the Big Game, as Coca-Cola is the latest brand feeling the heat over its pre-Game teaser. Coke is getting criticized for its depiction of Arabs in its desert-set spot, above, while Volkswagen undergoes more examination of the Jamaican accents of the white characters in its "Get Happy" spot.
In other game-related brand developments leading into Sunday's big game, Samsung just released its Super Bowl ad teaser, "El Plato Supreme," featuring Seth Rogen and Paul Rudd pitching their ideas for Samsung's Big Game ad: "The Next Big Thing," a 2-minute spot directed by Jon Favreau, that will air during the 4th quarter of Super Bowl XLVII on Sunday. This is the second year Samsung Mobile has an ad running during the Super Bowl:Continue reading...
Posted by Dale Buss on January 22, 2013 02:58 PM
Coca-Cola is taking the crowdsourcing bent of Super Bowl advertising to the next level with its just-announced "Mirage" campaign for Super Bowl XLVII on Feb. 3, with a story arc that will rely on social media input from viewers to determine the ending.
The brand's effort also promises a great in-game marketing battle with Pepsi, which is sponsoring the halftime show. And just for good measure, Coke also will be repeating its anti-obesity ad on Super Bowl Sunday.
Coke previewed creative and discussed its strategy for the Super Bowl on Tuesday with journalists and bloggers, as marketing executives vowed that the brand's socially-focused effort would surpass the success of last year's "Polar Bears" campaign. In it, viewers collectively dictated the animated bears' responses to game action and even to other brands' commercials.Continue reading...
sip on this
Posted by Dale Buss on December 4, 2012 03:33 PM
The siren song — or is that a moo? — of dairy drinks continues to draw America's soft-drink giants deeper into investments in milk-based products. Coca-Cola has today announced an equity investment in a new company that has been formed to market Core Power, a dairy-based recovery brand that the company began distributing a few months ago.
In fact, Coke said, through the newly created Fair Oaks Farms Brands, it plans to help "drive growth and expansion of Core Power and to create an innovative portfolio of brands and products that feature the value-added nutrition of dairy." Fair Oaks Farms and Select Milk Producers, Coke's partners in the new venture, came up with Core Power, and the high protein recover shake brand is run by former Coca-Cola executive Steve Jones.Continue reading...
sip on this
Posted by Mark J. Miller on October 8, 2012 06:25 PM
When Jon Stewart and Bill O’Reilly faced off Saturday in a mock debate, the topic of whether the government should decide what size soda consumers should drink was brought up and summarily dismissed, but there are plenty of other folks — like New York City Mayor Michael Bloomberg — who aren’t letting the issue go.
The just-passed law that Bloomberg pushed to help keep New Yorkers healthy by making it illegal to sell sodas larger than 16 oz. in many New York establishments will go into effect on March 12. And Bloomberg isn’t alone. A soda-tax measure was put on the ballot in Richmond, California, that would discourage consumers from drinking soda and collect money through a soda tax “for neighborhood gardens, recreation and other youth projects that would help fight childhood obesity,” BeyondChron.com reports.
Sick of being called a bad guy in the war against obesity, the American Beverage Association (and the soda giants it represents) today launched a "Calories Count" vending machine program that will start being distributed in the new year. The ABA's new initiative will help consumers identify lower-calorie sodas in vending machines by placing soda calorie counts right on the buttons of vending machines.Continue reading...
sip on this
Posted by Sheila Shayon on September 19, 2012 06:34 PM
Coca-Cola’s "Open Happiness" global marketing campaign kicked off in January 2009, when Cee Lo Green and Janelle Monae appeared in a music video that exclusively debuted on FOX's American Idol.
A year later, the "Open Happiness" theme took a tangible, and unforgettable form — a vending machine that appeared in the common room of St. John’s University in New York. It was rigged to dispense flowers, pizza and a six-foot sub resulting in a viral swish of happiness, generating more than 1 million views in the first week and still attracting comments 2 million views later.
The campus Coke machine stunt migrated to London, and morphed into a Hug Machine at the National University of Singapore in a gestural marketing stunt where a squeeze yielded a soda. Since then the Coca-Cola Happiness machine has popped up in local activations around the world, in markets including India, Buenos Aires, Indonesia, Tokyo, Istanbul for a special Valentine's Day stunt, and back to Singapore, this time promoting recycling in June.Continue reading...
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
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...