Posted by Abe Sauer on March 30, 2012 02:05 PM
When we last saw Green Bay Packers defensive star Clay Matthews, his endorsement career seemed on the right track and he was grooming a "developing sense of humor and comfort in front of the camera."
Well, then why the heck is he in trying on diapers in a Depend brand adult garments ad? It's all part of the Kimberly-Clark brand's new game plan.Continue reading...
Posted by Dale Buss on March 23, 2012 04:11 PM
Just when Kohl's has been called out for having little relevance to pop culture compared with other major American retail brands, the queen of mid-range apparel chains strikes back.
Kohl's latest campaign features its best-known designer name, Jennifer Lopez, in a mock music video, "I've Got the Music In Me," that aims to make the department store chain more relevant to younger audiences. And that's not the brand's only high-profile musical duetContinue reading...
Posted by Mark J. Miller on March 20, 2012 01:33 PM
Linsanity may have abated in the streets of New York for the time being, but that doesn’t mean folks in China have stopped paying extremely close attention to the exploits of the New York Knicks point guard.
That fact alone was enough for Volvo, a Chinese-owned company, to sign the 23-year-old up for a two-year endorsement deal. The press conference (which you can watch below) highlighted that Lin's promotional efforts “will focus on China, the United States and other Chinese-language markets in Asia.”Continue reading...
brand vs. brand
Posted by Mark J. Miller on March 8, 2012 04:01 PM
The Olympic creed states that “the most important thing … is not to win but to take part, just as the most important thing in life is not the triumph but the struggle.”
Well, that’s just fine for the athletes, but for Nike and Adidas, they are looking not just to fight well, but to conquer.
Business Review Europe reports that “relations between the sportswear giants (are) even more frosty than usual over their access to leading Olympic stars including Paula Radcliffe, Mo Farah and Mark Cavendish.”
The problem stems from the fact that Adidas is an official London 2012 sponsor, and doesn’t want to be giving Nike any kind of free publicity.
In the past, there has been a gentleman’s agreement made between the two sides to allow athletes to get their medals with their own sponsors’ shoes on their feet, but the growing acrimony has kept that from happening this time around.Continue reading...
Posted by Mark J. Miller on March 7, 2012 05:04 PM
Peyton Manning’s storied career may have only officially come to an end on Wednesday afternoon with the news that he and the Indianapolis Colts are parting ways, but the word from CNN Money is that he doesn’t have to worry about any kind of income, even if he doesn’t play football right away again.
Manning counts endorsement deals in the past with MasterCard, Papa John's Pizza, DirecTV, Kraft's Oreo cookies, and PepsiCo's Gatorade, among others. "He's an established national brand," said Paul Swangard, managing director of the Warsaw Sports Marketing Center at the University of Oregon, to CNN Money. "I don't think location, wherever it is, will be a step backwards for him."Continue reading...
Posted by Sheila Shayon on March 5, 2012 06:45 PM
In a twist of irony, girlfriends Paula Deen and Oprah Winfrey (with a hand from Winfrey's BFF, Gayle King) are helping each other regroup.
The three got together for a pajama party at Deen’s Savannah, Georgia home, donned rubber boots to check on the hens in the chicken coop and talk about life and loss, as show in Sunday night’s episode of Oprah’s Next Chapter on Winfrey's OWN channel, in a pitch for forgiveness and rebranding.
While Winfrey's OWN is in need of a ratings boost, Deen's in need of an image makeover following a startling revelation from the Queen of Southern cooking in January that she’s had Type 2 Diabetes for three years, an announcement that came in tandem with the news that she was being paid by Novo Nordisk to promote its diabetes drug.Continue reading...
Posted by Barry Silverstein on March 1, 2012 11:02 AM
In late 1993, what would become one of the best-known ad campaigns of all time launched with the California Milk Processor Board's marketing campaign and slogan, "got milk?" Since then, the tagline has had unequaled staying power. Ads featuring celebrities with "milk mustaches" have become globally recognized and a stamp of approval validating an array of entertainers' personal brands.
The campaign did something else, too — it made milk relevant again. It pumped up milk's consumption, an objective which continues to be at the heart of the "got milk?' campaign today. But in contemporary terms, the milk brand needed another kind of update, one that embraced the growing Hispanic demographic in the U.S.
That's why the latest iteration of "got milk?" features the Hispanic actress Salma Hayek. Hayek not only wears the famous milk mustache, she also becomes the first bilingual spokesperson for the campaign.Continue reading...
Posted by Shirley Brady on February 24, 2012 08:05 PM
As it has done for the past three Academy Award ceremonies, jcpenney will hit the Oscars red carpet by promoting its recent "brand refresh," showing off that it's had a little work done (new logo, single-monikered lowercase name) and is making a comeback in true Hollywood fashion.
New brand face Ellen DeGeneres will be featured in five 30-second commercials (watch "Changing Room" above and a sneak peek at others set in the Wild West, Victorian England and ancient Rome, below) that will air in North America during ABC's telecast on Sunday night.
Other brands debuting new campaigns at the 84th annual Academy Awards include Hyundai's new Wes Anderson commercials, and a glamorous spot for the sixth-generation SL roadster by Mercedes-Benz.Continue reading...