celebrity brandmatch

Watch Miracle Whip #KAOM #Grammys Music Video With Susan Boyle, Lance Bass and the Village People

Posted by Shirley Brady on February 10, 2013 05:13 PM

Call it "We are the Swirl." As brandchannel broke on January 7th, Kraft's Miracle Whip dressing brand has produced its first musical video, an "anthem" that will premiere during Sunday night's Grammy Awards telecast, but won't run on CBS. Instead, it's being promoted on the brand's social and digital channels.

The tongue-in-cheek video, above, stars Scottish songbird Susan Boyle (in her first U.S. commercial endorsement) and an unlikely crew of musicians, including Lance Bass (formerly of 'N Sync and readying his first solo album), country star Wynonna Judd, '80's pop star Tiffany, former Guns N' Roses guitarist Gilby Clarke, alt rock drummer Philip "Fish" Fisher of Fishbone, heavy metal singer Don Dokken, rap/hip-hop artist Chali 2na, and members of the Village People.

In the vein of "We are the World" and other musical pleas for understanding, the eclectic mix of performers sings "Keep an Open Mouth," continuing on a theme that debuted during last year's Academy Awards telecast. The sense of humor is in keeping with a brand that makes light of its claim that "a lot of people say they hate us without every (even) trying us," as its YouTube channel notes.

As Judd tweeted, the campaign's goal is "to set all the pre-judgers out there straight." Addressing the "haters," the Miracle Whip Twitter feed promoted the video (hashtag: #KAOM) with the comment, "Don't knock it 'til you try it," and will be live-tweeting throughout the Grammys telecast.

brand collaborators

Gimmick or Gold Mine, 'Creative Director' Brand Craze Adds Timberlake to Ranks

Posted by Sheila Shayon on February 8, 2013 03:24 PM

The list reads like a Who’s Who of A-list celebrities: Justin Timberlake, Beyonce, Alicia Keys, Lady Gaga, Victoria Beckham, Swizz Beatz, will.i.am. But it's not a concert bill.

Instead, it's a list of stars who have recently agreed to serve as creative directors for brands — a trend that seems to blur the lines between star bling and business acumen.

Bud Light Platinum is the latest, announcing this week that it's inked deal with Justin Timberlake “to provide creative, musical and cultural curation for the brand.” The collaboration is to debut at Sunday’s 55th Grammy Awards via an ad, "Platinum Night," which features his latest single, "Suit & Tie." "Bud Light Platinum brings a refined, discerning aesthetic to beer that plays well with what I'm doing," Timberlake stated in a press release.Continue reading...

super bowl

Making Out Well: Ferrell's Old Milwaukee Ad Airs Regionally, But Spreads Virally

Posted by Mark J. Miller on February 5, 2013 11:59 AM

While many brands paid as much as $4 million to air a Super Bowl ad, one figured out a way to get a lot of attention for much less.

Old Milwaukee aired an ad during the game featuring mustachioed comedian Will Ferrell in an extended kiss with a fellow bus passenger — but only in three tiny markets: Sherman, Tex.; Ardmore, Okla., and Glendive, Mont.

It wasn't immediately clear what the residents of those locales thought of "their" Super Bowl spot. But given its high-profile smoocher, it has resulted in the brewer getting a decent amount of attention compared to the brands that shelled out big bucks to have their ad seen by the huge Super Bowl viewing audience. USA Today, Yahoo!, and other highly watched media outlets had written about the Ferrell spot. 

Ferrell’s ad had received more than 1.5 million YouTube views by midday Tuesday, and seemed to be posted online only by fans of the ad itself. (Budweiser's popular Super Bowl ad featuring the adventures of a young Clydesdale had received more than 9 million by that point, but spent a comparative fortune.)Continue reading...

celebrity brandmatch

Unilever Taps Buzz Aldrin to Help Find 22 Men for Axe and Lynx Space Program

Posted by Shirley Brady on January 10, 2013 05:31 PM

As we reported on Wednesday, Unilever's AXE brand is launching a Red Bull-challenging space program related to its new line of Apollo men's personal care products — taking 22 fans (men only, sorry ladies) from around the world to the edge of space as part of its Apollo Space Academy program in December 2013.

The last day to apply is February 3rd (aka Super Bowl Sunday) at AxeApollo.com (terms and conditions are here) or LynxApollo.com in the UK, Ireland and Australia, where Axe is sold as Lynx.

Below, watch Buzz Aldrin announce the AXE Apollo Space Academy (Lynx Apollo Space Academy to some), along with related videos and commercials related to Axe's new Apollo product line and contest:Continue reading...

celebrity brandmatch

Struggling Li-Ning Wades Into Miami Heat

Posted by Mark J. Miller on December 18, 2012 06:01 PM

Back in October, Miami Heat guard Dwyane Wade parted ways with Michael Jordan after serving as a spokesman for his Nike-backed Jordan Brand for a number of years. Wade, who has plenty of fans in America, was moving on to conquer a new land: China.

Only a week later, Wade confirmed rumors by announcing that he had signed with Chinese sportswear company Li-Ning. And now Li-Ning is coming right back to Wade as it's signed a deal with the Miami Heat that will find the team's branded merchandise sold at the American Airlines arena (where the billboard above can currently be spotted) and its name and logo posted on in-arena signage as well as on the team’s website and its TV broadcasts.

"The LI-NING brand represents both style and substance and is therefore a welcome addition to the Miami Heat family of partners," said Eric Woolworth, president of The Heat Group's Business Operations, in a press release. "We're eager to help introduce Li-Ning to Heat fans everywhere and we are confident their new collection of Wade merchandise will have a very broad appeal."

Li-Ning, in the middle of a three-year overhaul, is hoping the new partnership will boost its revenue and perception. The Wall Street Journal reports that the company “will record a substantial net loss for the year … as they attempt a major turnaround.”Continue reading...

game change

P&G Awash in Success of Tide Pods, Despite Wrinkles Along the Way

Posted by Dale Buss on December 18, 2012 05:05 PM

Tide Pods are providing a robust helping of good news for Procter & Gamble in a year when its brands, products, strategy and even CEO have been taking a beating.

The company is projecting $500 million in first-year retail sales for pods, according to Ad Age. That's a major feat, given that of the 1,500 new consumer-packaged-goods launches tracked by SymphonyIRI in 2011, only 21 percent reached one-year sales of even $50 million.

Hungry for a big win at a time when nearly everything about its long-running formula for victory has been questioned, P&G has seen Tide Pods become a relatively rapid success since launching in February with a colorful campaign — with a few speed bumps along the way.Continue reading...

celebrity brandmatch

Meet Andy Samberg, Microsoft's Latest Windows Phone Brand Ambassador

Posted by Shirley Brady on December 17, 2012 05:34 PM

Microsoft has added SNL alum and comedian Andy Samberg to its roster of celebrity brand ambassadors in its Windows Phone holiday campaign. Check out his ad below.Continue reading...

sporting brands

Tiger Woods Still a Valuable Brand to His Sponsors

Posted by Mark J. Miller on December 3, 2012 03:29 PM

It’s not cheap to put on a big-name golf tournament, especially when it’s the Tiger Woods World Challenge, which pays out $1 million to whoever finishes first (this year, it was Graeme McDowell, above) and $120,000 to the golfer who finishes in last place.

Eighteen of the top players in the world take part in the event which started in 1999, a decade before he banged his Cadillac Escalade into a fire hydrant and a tree outside his Florida home at 2:30 in the morning and his life began to unravel as news of his many mistresses began to spill out. Woods has since had his personal life opened up for pretty much everybody to see and gone through a divorce. Many of his endorsement deals disappeared (see ya, Accenture, AT&T, Gatorade, and GM) and a few stuck with him (Nike, Electronic Arts). Tiger did his best to lay low for a bit.

And even though it appears that Woods has gotten his golf game back in action and he’s moving forward with his life, there is still some fallout from the scandal. Chevron pulled out as the title sponsor of the World Challenge, which benefits the Tiger Woods Foundation, after last year’s event and “a deal with a major company unexpectedly fell through at the last minute in early September,” according to the Associated Press.Continue reading...

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