celebrity brandmatch

Jennifer Aniston Finds Living Proof as Brand Ambassador

Posted by Mark J. Miller on October 11, 2012 11:14 AM

For those of you keeping score, Jennifer Aniston and her famous hair have found a fella to get married to again. But before they do, Aniston has also signed on for a different engagement, this one is with a beauty company that she’s now a part owner of as well as the clean-scrubbed, shining, big-smiling face of.

The brand, Living Proof, has announced that Aniston is now an investor and the hair-care spokesperson for the company, which was founded by a professor at MIT, Dr. Robert Langer, and venture capitalists Polaris Venture Partners.

According to a press release, “Living Proof has distinguished itself by attracting world class scientists and utilizing advanced scientific technologies that originated from MIT to solve women's toughest beauty problems.” In other words, they’re not fooling around.

"Jennifer embodies everything we stand for – a unique combination of beauty and brains,” Living Proof’s CEO, Jill Beraud, stated. “She not only has the most fabulous hair but is an amazing creative talent, and has shown she is a savvy businesswoman with a serious interest in developing small, innovative companies.”

If nothing else, you can be sure you’ll be seeing more of Aniston’s hair in the near future.Continue reading...

celebrity brandmatch

Li-Ning Signs Dwyane Wade, Will the West Follow?

Posted by Abe Sauer on October 11, 2012 10:14 AM

In China, it's been a late week whirlwind of pro basketball moves, both on and off the court. Just as news hit that NBA star Tracy McGrady had signed to play for a Chinese team — Yes, in China! — Dwayne Wade officially confirmed the rumors that he had switched sneaker affiliation from Nike to China's Li-Ning brand.

Timed to coincide with the much anticipated two games Wade's team, the Miami Heat, will play against the Los Angeles Clippers in Beijing and Shanghai this week, the Li-Ning announcement was long in the making. In fact, maybe a year in the making. Now, will Wade lead Li-Ning back to glory, and will it drag the reputations of China's brands with it?Continue reading...

celebrity brandmatch

Jennifer Lopez Finds Sideline as Bicultural Latino Brand Ambassador

Posted by Shirley Brady on September 17, 2012 10:11 AM

Jennifer Lopez is leveraging her personal brand to bridge the Spanish/English-language marketplace in the U.S. After turning up on Katie Couric's new talkshow, JLo announced a programming/marketing agreement with NuvoTV to target bicultural U.S. Latino viewers, and is now appearing in a new bilingual (English/Spanish) campaign for Verizon Wireless.

brand strategy

Love Your Cereal: Kellogg's Touts Goodness of Grains

Posted by Dale Buss on September 14, 2012 02:04 PM

Kellogg has been working on a comprehensive brand overhaul during the last several months, and now one of the first significant fruits of its efforts is coming out: A new campaign promoting some of its classic cereals, focused on their simplicity and goodness.

Running under the tagline "Goodness of a Simple Grain," the new campaign extols Corn Flakes, Rice Krispies and Raisin Bran in a farm-to-table positioning that is so popular these days (see: McDonald's farmer spots and Chipotle's Willie Nelson video) and combines it with simplicity messaging, emphasizing that there are only four ingredients, for instance, in Corn Flakes. One spot says Kellogg takes these products "from the seed to the spoon."

"We have a number of brands like this that we've been making for a hundred years," Doug VanDeVelde, Kellogg's SVP of morning foods, marketing and innovation, told Adweek. "But consumers weren't really aware of that, and we need to, in a very simple way, remind them."Continue reading...

celebrity brandmatch

Can Dwyane Wade's Li-Ning Deal Change China Brand Perceptions?

Posted by Abe Sauer on September 14, 2012 10:07 AM

If yo-yoing was a major sport, Chinese athletics brand Li-Ning would have a lock on the market for yo-yo gear. In the last four years, the brand has gone from potential global dominance to firing its CEO to moderate success at the London Olympics.

But struggling Li-Ning may be about to catch a big break. If rumors are true — and they appear to be — Li-Ning just drafted NBA superstar Dwyane Wade.

As first reported, and then confirmed, by blog Sneakerwatch, two-time world champion, NBA Finals MVP, and Miami Heat star Wade is going to pass on renewing his deal with Michael Jordan's Nike-backed Jordan Brand and instead sign onto Li-Ning's roster. That's huge news for Li-Ning, and a blow to Jordan Brand.Continue reading...

celebrity brandcasting

What's at Steak? For Eva Longoria, a Sexy Eatery in Vegas

Posted by Dale Buss on September 13, 2012 03:06 PM

Eva Longoria certainly isn't the first actress or actor to yield to the conceit that they've got a great idea for a restaurant. But she may be the first to think she can sell a steakhouse aimed at women. Thus, Longoria's part-owned SHe by Morton's is reportedly all set for launch by New Year's Eve in Las Vegas.

It replaces her old Las Vegas eatery, Beso, a failed restaurant in which she also was a part-owner, on the same site. And while she's no longer busy with Desperate Housewives, she is busy campaigning for Barack Obama, and appeared at the Democratic National Convention in Charlotte to pitch her personal story in an outreach to women and Hispanics — two groups she'd no doubt welcome to her relaunched dining concept, too.

With a 1920's theme, SHe aims to be "an updated interpretation of the gilded age when wealth and excessive opulence ruled America's upper-class combined with a modern version of art deco to create a feeling of empowerment, especially for female guests," according to a news release. While set in the era of Prohibition, it won't prohibit men — and may have a successful role model in STK, a Vegas chophouse with a sexy vibe located at the racy Cosmopolitan hotel with the tagline "Not your daddy's steakhouse," which is also aimed at high-rolling, confident women.Continue reading...

truth in advertising

FDA Puts a New Wrinkle in Lancome's Anti-Aging Claims

Posted by Barry Silverstein on September 12, 2012 10:55 AM

A warning by the FDA over anti-aging claims is causing a furrowed brow at L'Oreal and its competitors.

Beauty creams, especially those that target the effects of aging on the skin, are the cream of the crop when it comes to getting consumers to . In 2011, the market for these typically expensive premium skin care products grew by 15 percent vs. just 1 percent for mass market products, according to research firm Euromonitor International.

Now one of the leaders in the market, L'Oreal's Lancome brand, is getting its manicured hand slapped by America's Food and Drug Administration over product claims the agency says have gone too far. The products are sold under the Genifique, Absolue, and Renergie brand names.Continue reading...

celebrity brandcasting

Jay-Z and Beyonce: Made in America for Bud, Made in Brooklyn for the Nets

Posted by Mark J. Miller on September 4, 2012 04:14 PM

Jay-Z may only own a smidgen of the NBA’s new Brooklyn Nets team and the rusty-looking arena that was just built for them to play in, but he’s definitely playing his role to the hilt. The rapper supposedly helped design the team’s logo and pick the color scheme and sold out a slew of shows at their Barclays Center home.

And now, he and his wife, Beyoncé, are continuing to spread their influence for the Nets wherever they go — including, over Labor Day Weekend weekend, in Philadelphia for the Budweiser-sponsored Made In America festival, a music festival that Jay-Z had organized and headlined.Continue reading...

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