Best Global Green Brands 2014

health matters

On World Toilet Day, Brands and Non-Profits Can Say #IGiveaShit and Mean It

Posted by Sheila Shayon on November 19, 2012 05:52 PM

In case it's not marked on your calendar, today is World Toilet Day — and it's no joking matter.

An estimated 2.5 billion people, 37% of the world's population, do not have access to a clean and safe toilet. One in three women worldwide risk shame, disease, harassment and even attack because they have nowhere safe to go to the toilet. Sanitation would make 1.25 billion women's lives safer and healthier, which is why people are being asked to petition governments to provide safe toilets and clean water for the world's poorest people.

As the Gates Foundation tweeted today, "The annual gain in economic productivity if everyone had a toilet is $225B." Putting things in perspective, Matt Damon, co-founder of Water.org, wants it to be known that more people have a mobile phone today than a toilet: “Six billion people have cell phones, but only 4.5 billion have access to improved sanitation.” Bill and Melinda Gates, in case you missed it, are putting serious funds toward reinventing the toilet as part of the foundation's water, sanitation and hygiene platform.

GE sponsored (as part of its Focus Forward three-minute short film series on world-changing ideas) the "Meet Mr. Toilet" documentary by Oscar-winning director Jessica Wu, which debuted this past January at the Sundance Festival earlier this year. It features the late Jim Sim (aka "Mr. Toilet"), who founded the World Toilet Organization and the annual World Toilet Day.

Named a TIME Hero of the Environment in 2008, Sim — who died in 2009 — was frank and enertaining about extolling the need for better sanitation and breaking the taboos about talking, well, shit. In fact, the former mayor of Suwon, South Korea, inspired a toilet museum in his former hometown, which opened earlier this year.Continue reading...

celebrity brandmatch

Pop Branding: Taylor Swift Augments Rep, Colgate Brushes in One Direction

Posted by Sheila Shayon on November 13, 2012 05:14 PM

One Direction stormed the Today Show this morning, with a concert in NBC's New York digs in Rockefeller Square and news of a 3D concert film slated for next year (directed by product placement foe-turned-champion Morgan Spurlock). Hot on the Heelys of its Pepsi "Live for Now" US TV campaign with NFL star Drew Brees, the band is extending its brand to Colgate-Palmolive toothpaste: 1D Colgate Max Fresh. The collection of three oral care products, available in the U.S. only, is designed "to add some fun to teens' and tweens' brushing regimens," said Philip Durocher, VP and GM of U.S. Oral Care for Colgate-Palmolive. Hopefully fans will be inspired to brush their teeth in one direction (roll that brush, kids!) too.

While Taylor Swift is slightly older, at the ripe old age of 22, she's also quick to embrace novel ways to promote her albums, including partnering with Keds and Papa John's for her latest release, Red. Next up: her mobile app (available in iTunes and Google Play) is incorporating augmented reality so fans can access exclusive content related to Red. By opening the app's AR feature and pointing the device's viewfinder at a still image on the "Red" album cover (and on in-store displays at select Walmart stores), fans will see the images come to life. The app also works on the Taylor Swift Wonderstruck fragrance packaging from Elizabeth Arden.Continue reading...

china

In China, Everyone From KFC to Short People Hanging Hopes on Jeremy Lin

Posted by Abe Sauer on October 22, 2012 10:13 AM

Last seen driving a red Volvo and while declaring, "I am Jeremy Lin," the new star of the Houston Rockets can now be seen on the cover of GQ and in new TV commercials as "Basketball Ambassador for KFC China." The NBA's head did KFC one better and more or less declared Lin one of the NBA's most important China ambassadors. But as NBA regular season play begins in the US, should the brands riding Lin's coattails be nervous?Continue reading...

celebrity brandmatch

Shabby Chic: Watch Part 2 of Chanel's Brad Pitt TV Campaign

Posted by Shirley Brady on October 17, 2012 12:02 PM

If you enjoyed part one, then don't miss part two of Chanel's $7 million advertising campaign with Brad Pitt as the scruffy new face of Chanel No. 5.

celebrity brandmatch

"So Swag": Adidas Signs Justin Bieber as NEO Ambassador

Posted by Shirley Brady on October 16, 2012 04:31 PM

Back in February, Adidas announced that it's planning to target “teenage girls more influenced by music and fashion than sports” and expand its three-year-old NEO sub-brand and start “exploiting social-media platforms including Facebook and Twitter.” Today the 60th Best Global Brand made good on all those promises by announcing Justin Bieber as the new face of NEO in a two-year partnership, including a Find My Gold Shoes contest on Facebook and serving as a style icon to pull together looks each season.

political season

Gotta Vote? Jay-Z's Obama Endorsement Highlights Bud Light, Too

Posted by Shirley Brady on October 16, 2012 10:17 AM

Timed to tonight's townhall debate with CNN's Candy Crowley moderating, the Obama presidential election campaign released this commercial starring Jay-Z, titled "The Power of Our Voice." That voice, as described by the campaign:

Gotta vote? Go here: http://OFA.BO/7WVtHh

Jay-Z shares why it is important to exercise your right to vote and how President Obama represents the power of our voice. 

As Jay-Z shares:

"For so long, there was this voice that was silenced out there as far as exercising your right to vote. I think it was a voice that was silent because people had lost hope. They didn't believe that their voice mattered or counted."

"Now people are exercising their right, and you are starting to see the power of our vote. He made it mean something for the first time for a lot of people."

So is "Gotta vote?" the new "Got milk?" And why is it a question instead of a call to action — "Yes, you've got to vote!" 

The commercial highlights Obama's cameo-by-video during the performer's Bud Light-sponsored Made in America Festival concert, which took place last month in Philadelphia, where the Brooklyn Nets co-owner was emblazoned with logos for the team.

There's also an iPhone hoisted (by Beyonce - watch for the blue nail polish - at the :34 mark), and of course the Obama-Biden logo at the end.

launch special

Now Red Bull Has Conquered Space, Can Brand Escape Tang's Fate?

Posted by Mark J. Miller on October 15, 2012 02:13 PM

When there's already a Lego parody of your extreme marketing stunt, it's safe to say that pretty much the entire planet now knows the name Felix Baumgartner, thanks to the 43-year-old Austrian skydiver's record-breaking supersonic freefall, 24 miles out of the sky, straight down to New Mexico. He made breaking the sound barrier look so easy that he landed on his feet, and you nearly expected him to land right into a moving convertible (or one of those Red Bull Mini Coopers), James Bond style. 

His main benefactor since 1988, Red Bull, deserves to milk the historic feat for all its worth for some time. After all, the whole thing came about from Red Bull Stratos, a challenge put forth by the brand back in 2005 that nobody could beat the standing world record. Well, Baumgartner did — so what does Red Bull do now? And how much does the brand stand to reap on what one observer calls "the greatest marketing stunt of all time" after financing the research, training, team, equipment and PR?Continue reading...

celebrity brandmatch

Chanel Releases Disheveled Brad Pitt Commercial

Posted by Shirley Brady on October 15, 2012 12:16 PM

As promised, Chanel has launched its TV campaign with Brad Pitt, its first male brand ambassador for Chanel No. 5, who reportedly took the gig for a cool $7 million. People magazine calls its a "smoldering" performance and "thoughtfully seductive"; others are cracking up or mystified. Your thoughts?

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