celebrity brandmatch

Celebrity Brandmatch: Jay-Z, Katy and Kiefer Owe it All to Groucho and Gracie

Posted by Sheila Shayon on July 27, 2012 02:34 PM

If Amy Sedaris pitching Downy in a perky new campaign rings a bell, it's because celebrities have been sudsing up for brands since the early days of Hollywood. Think back to the golden days of radio, when Jack Benny plugged Jello in his opening line, "Jello, everybody, this is Jack Benny," and Bob Hope promoted Pepsodent toothpaste. And in the early days of television, George Burns and Gracie Allen peddled Carnation Milk, Groucho Marx touted Prom Shampoo and Ozzie and Harriett shilled for Aunt Jemima Pancake Mix. Before he was President, Ronald Reagan stumped for Chesterfield cigarettes.

In today’s world of 24/7 social media, celebrity endorsement, backing and entrepreneurship (from Gwyneth Paltrow's Goop to Jessica Alba's Honest Company) have reached new digital platforms. This week Stamped, a mobile app and website that lets people share reviews of anything they like, announced new celebrity backers including Justin Bieber, Ryan Seacrest and Ellen DeGeneres, and investments from Columbia Records, Eric Schmidt and The New York Times Company, bringing its financing to over $3 million.Continue reading...

celebrity brandmatch

Nationwide Insurance Still On Your Side, And So Is Julia Roberts

Posted by Dale Buss on July 20, 2012 05:58 PM

Nationwide Insurance doesn't think it gets enough credit from customers and other consumers for being "on your side" in auto-insurance matters. Cue a new branding campaign tied to the biggest sports event on the calendar and to one of America's best-liked actresses to make the point.

On Friday July 27th, during the prime-time telecast of the opening ceremony of the 2012 Summer Olympics on NBC, Nationwide will debut new TV campaign featuring the distinctive voice of actress Julia Roberts, whose Lancôme campaign for L'Oréal was banned in the U.K. last year for airbrushing.

"'Nationwide Is On Your Side' is a familiar tagline and jingle, but not many people understand exactly what it means," Matt Jauchius, Nationwide's chief marketing and strategy officer, said in a press release about the new "Join the Nation" campaign. "Our goal wth this campaign is to tell the story of who we are as a company and what our On Your Side promise truly stands for — doing what's right for our members and protecting the things and the people they hold dear."Continue reading...

sports in the spotlight

Above the Heart: NBA Close to Approving Logos on Jerseys

Posted by Mark J. Miller on July 20, 2012 05:10 PM

You’re just sitting watching the game, enjoying the dull rhythm of massive millionaire players pounding back and forth down the court to help make other millionaires even richer through ticket sales, souvenir sales, beer sales, and, of course, jersey sales.

Suddenly NBA owners have found a new way to make some dough from that last category. And who doesn’t like to make a buck?

The NBA Board of Governors has voted to allow teams to sell small advertising patches on uniforms ("just above the heart") starting in the season after next, according to the Houston Chronicle. That seemingly little change could bring in $100 million annually for the league and open the door to other North American professional leagues to do the same thing.Continue reading...

just kidding?

Ronaldinho Sips From Wrong Cola, Pays Price

Posted by Mark J. Miller on July 13, 2012 11:01 AM

Brazilian soccer star Ronaldinho was the FIFA World Player of the Year back in 2004 and 2005, but the 32-year-old is starting to show his age a bit and didn’t even get placed on the nation’s Olympic team. He left his last club team, Flamengo, and sued them, only to be countersued.

Now he’s got another problem. He has a sponsorship deal with Coca-Cola that paid him $750,000 annually through 2014. That should be a good thing, right? Well, it was until Ronaldinho was spotted having a cola at a news conference. A Pepsi cola. Not his strongest move.Continue reading...


Can Chow Yun-Fat Bring A Better Tomorrow For Hugo Boss in China?

Posted by Abe Sauer on July 11, 2012 10:07 AM

"Sharpness is a state of mind," said Chow Yun-Fat (Master Li Mubai) in Crouching Tiger Hidden Dragon. But sharpness might also might be a perfectly fitted Hugo Boss suit, like the one Chow is now sporting as the first ever Asian face of the brand.

Chinese consumers may still be trying to "find" Leonardo DiCaprio and his Oppo handset, but more and more, brands looking to reach the Chinese consumer — especially luxury ones — are opting for local celebrity.Continue reading...


China's Li-Ning Tower Wobbles

Posted by Abe Sauer on July 9, 2012 06:10 PM

After enduring months of sliding sales, losses of market share and declining investor confidence at Li-Ning, the CEO of China's most famous athletic brand has resigned. Taking his place: the brand's founder and China's Olympic icon, Li Ning himself.

But does the gymnast turned entrepreneur still have the flexibility to bend his eponymous brand back into shape? And what does this mean for Li-Ning's global expansion aspirations?Continue reading...

celebrity brandmatch

Mary J. Blige Now Knows Who Her Friends Are Thanks to Burger King

Posted by Mark J. Miller on July 2, 2012 11:54 AM

Mary J. Blige had a dream when she was a kid. It wasn’t too outrageous or impossible to reach. All she wanted to do was be in a commercial for McDonald’s or Burger King. Well, she can scratch it off her list now and try to figure out how the whole became such a nightmare.

When Blige’s commercial for Burger King — part of BK's just-wrapped celebrity campaign for its new menu — came out in April, some attacked the spot touting crispy chicken snack wraps as stereotyping the African American performer. Wrap up all that anger and confusion into a slew of social-media outpouring and you’ had some pretty bad PR for Blige, while BK quickly squelched the affair by pulling the commercial.

It was also an object lesson in the pitfalls of celebrity endorsements. For Blige's part, she’s finally opening up about her side of the PR failure and has apologized to anyone who was offended.Continue reading...

social marketing

Ford's Scott Monty on Ryan Seacrest, Random Acts of Fusion and Transmedia

Posted by Dale Buss on June 29, 2012 03:40 PM

Ford has been moving from one major social-media marketing innovation to the next, so it comes as little surprise that the brand is mounting a major digital and social effort around the 2013 Ford Fusion mid-size sedan.

"Random Acts of Fusion" is a multi-platform, transmedia campaign that features Ryan Seacrest as its "emcee." It centers around a contest in which consumers will "Unlock" how Fusion is able to "transform" the lives of people who drive it, Crystal Worthem, manager of Ford Brand Content & Alliances, stated.

In its slowly unfolding, almost teasing aspect, unlike previous Ford campaigns predicated on quick social-media participation, the Facebook-centered campaign is building anticipation by inviting fans to register and then stay tuned: "What's in the box? Register below to find out. Ryan will send one to each of the first 2,500 people who sign up for Random Acts of Fusion. Then come back to Facebook.com/FordFusion on July 5th to find out what happens next."

The teaser campaign "is designed to invoke emotion, which the [car] design does," Scott Monty, Ford's director of social media, told brandchannel. And the promotion is built "to go with people where they go — desktop to mobile to digital to social to experiential."Continue reading...

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