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Depend Plays Out Sports Tie-In with ESPY Sponsorship, Award Announcement

Posted by Mark J. Miller on July 10, 2013 08:02 PM

When Depend undergarments come up in conversation, it used to be mainly as some kind of joke or a sad realization about an aging relative. However, the brand has been diligent in getting after its age-old stigma, and it has surprisingly snagged some high-profile—and young—stars to help it do so.  

The brand’s main weapon toward solving this puzzle has been the tie-in of professional athletes. This past April, NFL pros Wes Welker and DeMarcus Ware competed in an online competition that benefited prostate-cancer research. Now the brand is topping itself by becoming a sponsor of ESPN’s annual awards show, the ESPYs, on July 17, according to Mediapost. The brand plans to crown the winner of the competition at the show.Continue reading...

brand news

In the News: Tribune, Yelp, Blackberry and more

Posted by Dale Buss on July 10, 2013 09:31 AM

In the News

Tribune plans to spin off newspaper unit.

Yelp adds food-delivery services to site through partnerships.

BlackBerry faces same old problems after name change as CEO admits US debut of new phones was flawed.

Abbott cuts baby-formula prices in China.

Apple colluded with major publishers to drive up e-book prices, judge rules. 

Asiana Airlines pilots in first pairing struggled to line up plane that crashed, investigation reveals.

Budweiser signs Rihanna and Jay-Z for 85-country tour.

Dollar Shave Club will try out 'beardvertising' trend. 

Elizabeth Arden launches third Taylor Swift fragrance.

GM sells more cars in China than in US in first half.Continue reading...

brand strategy

ESPN Yanks 3D Channel from the Airwaves, Citing Low Viewer Adoption

Posted by Mark J. Miller on June 13, 2013 06:33 PM

Disney’s ESPN launched a 3D channel three years ago that let viewers witness golf balls arcing toward them at The Masters and college football players practically bursting through the screen. Unfortunately for ESPN, there just haven’t been enough viewers who wanted to feel like they were right in the action and the channel will be shuttered by year’s end, according to Reuters.

USA Today's ForTheWin.com calls ESPN 3D “one of the biggest busts in recent sports television,” along with Fox’s NHL glow puck, Dennis Miller and Tony Kornheiser providing commentary on Monday Night Football (another Disney product), and virtual ads, among others, since not one of the sports junkies employed at the site (nor anyone they knew) had ever actually watched anything on the channel.Continue reading...

brand news

In the News: KFC, Honest Tea, Myspace and more

Posted by Dale Buss on June 13, 2013 09:16 AM

In the News

KFC drags down May results for Yum! Brands in China.

Honest Tea predicts over $100 million in sales in 2013.

Myspace runs first TV ad in revival bid.

Airbus takeoff of A350 pressures Boeing.

Amazon's Kindle debuts in India

Apollo Tyres of India buys Cooper Tires for $2.5 billion.

Audi develops "road frustration index" as it sees new sedan variant becoming best-selling version of its A3.

BMW is sued by US over criminal background checks in hiring.

Burger King faces PR mess in razor-blade mishap.

Cosi CEO resigns.

ESPN pulls plug on 3-D channel.Continue reading...

personal brands

Lombardi at 100: A Personal Brand that has Withstood Time

Posted by Dale Buss on June 11, 2013 03:12 PM

As ESPN prepares to coronate him as the greatest NFL coach of all time, it's only appropriate that today is the centenary of the man. Vince Lombardi was born on June 11, 1913, 100 years ago, and he's still considered the best leader of men the game has ever seen as well as an exemplar of effective leadership and accomplishment overall.

Because of his rock-ribbed consistency, reputation as a disciplinarian, charismatic personality, testimonials of his former players (11 of whom are in the NFL Hall of Fame)—and record of success, taking the Green Bay Packers to five NFL championships over nine years in the Sixties—Lombardi rose to iconic status soon after his untimely death from cancer in September, 1970. Then-commissioner Pete Rozelle renamed the Super Bowl trophy the Vince Lombardi Trophy within days of his death.

Since then, there has occurred a revival of his beloved Packers franchise; the publication of David Maraniss's fine book on Lombardi, When Pride Still Mattered; a recent successful run on Broadway for a play about Lombardi; and word that a biopic film is in the works that could star Robert DeNiro.Continue reading...

branded media

Sports Illustrated Dives Into Content with Live Video Series SI Now

Posted by Mark J. Miller on May 28, 2013 02:50 PM

Sports Illustrated is no stranger to streaming video on its website. After all, the staff there churns out up to 50 original videos per week for its sports-hungry readers, but now the iconic sports media company is embarking on a whole new type of streamed content.

On June 3, the company will air its first installment of SI Now, a new, 30-minute talk show that will be streamed live daily at 1 p.m. ET. The daily video show will be sponsored by Ford through October as it attempts to reach 18- to 34-year-olds.

"Three years ago the mandate was to simply bring Sports Illustrated to life in video form," said Ian Orefice, executive producer for news and sports at the Time Inc., according to Ad Age. "The reason for 'SI Now' is that we weren't doing enough for the immediate viewer. We didn't have that deeper connection."Continue reading...

brand news

In the News: Uniqlo, Renault, ESPN and more

Posted by Dale Buss on May 28, 2013 09:24 AM

In the News

Uniqlo kept out of Bangladesh safety pact by owner Fast Retailing.

Renault suffers blow from failure of Better Place EV startup.

ESPN layoffs underscore sports-network battle and soaring rights fees.

Acura eyes emerging markets.

BMW hints at bringing out super-luxury coupe with a Pininfarina touch.

BuzzFeed, CNN and YouTube plan online-video channel.

Club Med buyout sees large role for Chinese investors.Continue reading...

brand news

In the News: PepsiCo, Discovery, Sergio Garcia and more

Posted by Dale Buss on May 23, 2013 09:15 AM

In the News

PepsiCo rethinks soda pricing strategy in the US.

Discovery plans to launch online video network.

Sergio Garcia catches serious heat from sponsors AdidasTaylorMade after Woods "chicken" comment.

Borders customers are stuck with their gift cards, judge rules.

ESPN layoffs show network's vulnerability.

Equal sweetens its look.

Ford plans to exit manufacturing in Australia as it launches new marketing campaign for Europe.

GE weighs selling off large parts of financing arm.Continue reading...

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