Posted by Alicia Ciccone on April 11, 2013 08:12 PM
Pepsi isn't the only cola brand that has a songstress on its payroll. Diet Coke has been busy collaborating with golden-girl Taylor Swift for the next installment of its "Stay Extraordinary" campaign.
Debuting during the American Idol broadcast on FOX Thursday night, Swift's new spot, "Music That Moves," highlight's the Grammy-winner's unique approach to song writing. Created by Droga5, the spot captures Swift in her natural element, penning lyrics whenever inspiration strikes—with a Diet Coke in hand, of course.Continue reading...
Posted by Dale Buss on March 29, 2013 03:16 PM
Converging with a major trend in branding, Diet Pepsi asked HGTV star designer Vern Yip to come up with a new limited-edition mini-can that will invite consumers to "Sip in Style" this spring. The soon-to-hit shelves can continues the brands' multi-platform "Love Every Sip" campaign that has starred Sofia Vergara in TV ads.
While arguably Yip comprises only a "light" instance of the phenomenon, Diet Pepsi's collaboration with him also adds to the growing number of partnerships between celebrities and brands to fill or originate "creative director" spots, including Alicia Keys and BlackBerry, Swizz Beatz and Reebok, Marc Jacobs and Diet Coke, Polaroid and Lady Gaga, Bud Light Platinum and Justin Timberlake and Intel and Will.i.am.Continue reading...
Posted by Sheila Shayon on March 24, 2013 09:03 PM
Pepsi is redesigning its 16 and 20-ounce bottles for the first time since 1977 — one in a series of recent moves (see: the recent Super Bowl halftime show sponsorship and related landmark partnership with superstar Beyonce) as PepsiCo attempts to revitalize its flagship brand after a few mis-steps that led to the brand losing market share to rival Coca-Cola's Diet Coke brand in 2011.
The new design features a swirled grip on the bottom portion of the bottle, a shorter label edged in a "cola-colored" border and an enlarged version of its current globe logo and applies to Pepsi, Diet Pepsi, Pepsi Max and Pepsi Next.
"This new bottle is the next milestone in Pepsi's Live For Now marketing campaign," stated Angelique Krembs, VP of marketing for the Pepsi trademark. "Our single serve bottle is the most visible and tangible connection point we have with our consumers, and we love how the new bottle expresses our brand DNA."
"We started with single serve, because it is the package you're seen drinking and holding," Krembs told Ad Age. "The longer-term view is this new design system would eventually hit all touch points beyond packaging, to be honest, but certainly all other package types, as it applies."
According to PepsiCo's press release, "The new bottle's bold swirl and elevated profile reflect the brand's attributes and youthful spirit, capturing the excitement of now for Pepsi consumers. The etched, grip-able bottom allows consumers to have a more stimulating, tactile interaction with the bottle itself."Continue reading...
Posted by Dale Buss on March 8, 2013 06:12 PM
Miller Lite is turning to an old page in its playbook, with a new gang of celebrities designed to boost the flagging brew in a fresh slate of TV commercials served up on another iconic platter for the franchise, "Miller Time." The new go-to guys for Miller Lite include Vince Vaughn, Ken Jeong, Chuck Liddell and Questlove.
But interestingly, Miller brand managers say that their new campaign (watch below) will not seek to trade too heavily on the appeal or persona of any one of its new stable of celebrity pitch people. One ad wonders what it would be like to hang out with actor Jeong, who will star in the upcoming Hangover Part III—but he's self-deprecating in the spot.
"Celebrity is not our strategy," Con Williamson, chief creative officer at Saatchi & Saatchi, the agency behind the campaign, told Ad Age. "Our strategy is solely focused on Miller Time." That, of course, will leave Miller strategically opposed to the growing number of tight tie-ups between beverage brands and individual celebrities, including Justin Timberlake and Bud Light Platinum, Taylor Swift and Diet Coke, and Beyonce and Pepsi.Continue reading...
brand and bottle
Posted by Dale Buss on March 8, 2013 06:11 PM
Miller Lite is turning to an old page in its playbook, with a new gang of celebrities designed to boost the flagging brew in a fresh slate of TV ads served up on another iconic platter for the franchise, "Miller Time." The new go-to guys for Miller Lite include Vince Vaughn, Ken Jeong, Chuck Liddell and Questlove.
But interestingly, Miller brand managers say that their new campaign will not seek to trade too heavily on the appeal or persona of any one of its new stable of celebrity pitch people. One ad wonders what it would be like to hang out with actor Jeong, who will star in the upcoming Hangover Part III—but he's self-deprecating in the spot.
"Celebrity is not our strategy," Con Williamson, chief creative officer at Saatchi & Saatchi, told Advertising Age. "Our strategy is solely focused on Miller Time." That, of course, will leave Miller strategically opposed to the growing number of tight tie-ups between beverage brands and individual celebrities, including Justin Timberlake and Bud Light Platinum, Taylor Swift and Diet Coke, and Beyonce and Pepsi.Continue reading...
Posted by Dale Buss on March 8, 2013 05:43 PM
PepsiCo's CMO, Salman Amin, is leaving the company for S.C. Johnson on a high note, having helped CEO Indra Nooyi deliver over the last year on a number of crucial, marketing-based promises, including something of a turnaround for the company's flagship Pepsi brand, which is still duking it out with Coca-Cola and other beverage giants.
The departure of the company's Global Chief Marketing Officer from PepsiCo's Purchase, NY, HQ to Racine, Wis.-based S.C. Johnson—maker of Pledge, Glade and other household products—was disclosed in an internal memo at PepsiCo, the Wall Street Journal reported today.
Amin's exit opens up a top marketing job at PepsiCo just as the company has been reporting gains in sales and market share for Pepsi, having doubled down on marketing following the company's market share slip in recent years in U.S. sales even behind Diet Coke.
A PepsiCo veteran of more than two decades, Amin became PepsiCo CMO only last May. He was able to leverage a $600 million increase in Pepsi's annual marketing budget and a refocusing of spending on top brands including Pepsi and Gatorade into significant gains. "Salman has made contributions that have touched nearly every market in which we do business," said Zein Abdalla, president of PepsiCo, in the memo, according to Ad Age.
Amin also launched the first-ever global marketing campaign ("Live for Now") for Pepsi and inked pop star Beyonce to a $50 million partnership that included the halftime performance during last month's Super Bowl telecast.Continue reading...
sip on this
Posted by Dale Buss on March 7, 2013 02:11 PM
Coca-Cola is getting more serious about its anti-obesity efforts, and the U.K. is the newest market on the receiving end. Coke began airing ads about "energy balance" and calorie content in Great Britain last evening and, among other steps, has replaced Sprite across the country with a new reduced-calorie version of Sprite that is sweetened by Stevia.
The actions, of course, follow on the advertising that Atlanta-based Coke aired in the U.S. earlier this year as part of its campaign to get consumers to "Be OK" with the simple equation that weight loss or gain is determined by calories consumed plus physical activity.
In Coke's first spot on U.K. television on Wednesday, titled "Coming Together," the company reminded viewers "that all calories count in managing weight, including those in Coca-Cola's products and brands," as the company said on its Web site.
Posted by Shirley Brady on February 25, 2013 10:02 AM
As promised, a slew of new ad campaigns made their red carpet debut during the Oscars telecast Sunday night on ABC and in local markets. Below, check out new campaigns for Samsung Mobile (starring director Tim Burton and a unicorn), Kristen Chenoweth for Royal Caribbean, Jennifer Aniston for Aveeno, Naomi Watts for Pantene and more. Then tell us which (if any) you think deserve best in show—and which marketers should have saved a million dollars or so.Continue reading...