celebrity brandmatch

Celebrity Brand Match: Heidi Klum, David Beckham, Justin Bieber and more

Posted by Mark J. Miller on March 25, 2013 03:29 PM

New Grownup Burger Recalls Grownup Film Moment

The words burger, Heidi Klum and bourbon aren’t generally found in the same sentence, but that’s changed now that Carl’s Jr. will become the first fast-food chain to release a burger branded by a liquor. The Jim Beam Bourbon burger will start being sold Monday night and to celebrate the moment, the chain has turned out a sexy ad featuring supermodel/businesswoman Heidi Klum reprising one of American film’s sexiest characters, The Graduate’s Mrs. Robinson.

In it, Klum seduces the camera and her naïve young male costar while chowing down on a massive Jim Beam burger. (Don’t worry, teetotalers. Unlike the famed Mrs. Robinson, the burger is alcohol-free.)Continue reading...

package design

The Shape of Things to Come: Pepsi's New Bottle Design Reinvigorates Brand

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...

celebrity brandmatch

Can Coca-Cola and American Idol Give Carly Rae Jepsen Another Hit?

Posted by Shirley Brady on March 20, 2013 10:08 PM

You know her as the perky Canadian songbird behind last year's "Call Me Maybe." Now Carly Rae Jepsen, who almost made it to the finals of Canadian Idol in 2007, is teaming up with Coca-Cola and American Idol in a crowdsourcing contest that's also a bid to escape being a one-hit wonder.Continue reading...

brand history

At 50, Weight Watchers Still Has a Great Figure

Posted by Sheila Shayon on March 20, 2013 12:02 PM

Born out of an all-too-common social faux pas in 1961—founder Jean Nidetch was mistakenly congratulated for being pregnant in a supermarket—Weight Watchers is about to turn 50. The original weight-loss brand now operates in about 30 countries with its trademark programs using a science-driven approach to help participants lose weight.

After her supermarket encounter, Nidetch, who weighed 214 pounds at the time, checked into an obesity clinic but became convinced there must be a better way to lose weight. She created a typewritten meal plan and shed 20 pounds in 10 weeks, followed by convening a small group of friends who met regularly to plan out menus to lose weight.Continue reading...

trademark wars

Reddit Sensation Grumpy Cat Readies for Trademark Battles

Posted by Mark J. Miller on March 15, 2013 02:28 PM

You want to make Reddit sensation Grumpy Cat really grumpy? Try using her name on a product without prior authorization.

The owners of the cat that took social media by storm five months ago have filed for a trademark for the name "Grumpy Cat" as well as the cat’s likeness. After all, their little kitty, whose name is actually Tardar Sauce, has since gotten her own website, Facebook fan page, retail space, an appearance on the Today Show and her own commercial for Friskies cat food, according to SmallBizTrends.com.Continue reading...

china

Brad Pitt's Cadillac China Ad Shows Auto Brand's Confusion With Market

Posted by Abe Sauer on March 13, 2013 10:25 AM

After a short teaser spot two weeks ago, the Cadillac ad for China with the brand's new spokesman Brad PItt is here. It's terrible in general, but it's even worse for the Chinese market. Cadillac knows white is the color of funerals in China, right?

In the ad, Pitt (or maybe a CGI Pitt, it's hard to tell) cruises around San Francisco, pensively doing "creative" person things. Maybe the actor is on his way to Chinatown since he's banned from entering China itself.

He swipes some digital displays while never saying a word. Couldn't GM have asked him to speak a little Mandarin? Chinese love it when celebrities humble themselves by mangling some Chinese. It's even been rumored that Pitt and Angelina Jolie are learning a little Mandarin. Not that Cadillac appears to "speak Mandarin" any better. It's latest attempt to grow its flagging sales in China may hint at a deeper problem with its fundamental understanding of the market.Continue reading...

ad watch

Cheers and Jeers for Beyoncé's Platinum Promos for Pepsi

Posted by Sheila Shayon on March 6, 2013 05:39 PM

Beyoncé is beyond busy. Following her Pepsi-sponsored Super Bowl halftime show, she presented an award at the Grammys with Ellen Degeneres, she's the cover girl for the March issue of Vogue, she did an interview with Oprah Winfrey and her documentary aired on HBO, not to mention that her "Mrs. Carter World Tour" is almost upon us, kicking off in Belgrade in April and reaching the U.S. in late June. 

The star posted a Warhol-inspired ad to her Facebook page (which has over 43 million likes!) and can be seen striking three poses, highlighting her much-talked about new bleached blonde hair. The caption, in a nod to her soda sponsor's "Live for Now" tagline and the 60's inspiration: "Pop Art inspires me to Live for NOW."

In another made-for-social promo image, Pepsi's $50 million girl channels Monroe and Bardot, clad in a pair of teeny shorts and a tight-fitting white turtleneck. The ads, which promote her upcoming Pepsi-sponsored tour have come under some fire for portraying the vocal star with a visibly fairer complexion.Continue reading...

getting by with a little help

Michelle Obama Brings Let's Move to Schools With $50 Million Boost From Nike

Posted by Shirley Brady on February 28, 2013 01:51 PM

Critics feeling that Michelle Obama has been overexposed lately, from presenting at the Oscars to mom-dancing with Jimmy Fallon, will have a hard time critiquing her latest move. The First Lady is expanding Let's Move, her three-year-old initiative to get kids moving and combat childhood obesity, and she's tapping one of the world's leading brands in the "get moving" space—Nike. 

NIKE, Inc. President & CEO Mark Parker joined First Lady Michelle Obama and U.S. Education Secretary Arne Duncan in Chicago to announce Nike’s $50 million, five-year commitment to help launch a new Let's Move program for schools, an extension of the brand's involvement in the organization's Designed to Move study that found that only one in three American kids are active daily.Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
LanamrqLanmarq
Highlighting the Present—and Future—of Branding in Latin America and Iberia

Advertisements