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campaign tactics

Coca-Cola Gets Personal in Europe with "Share a Coke" Campaign

Posted by Barry Silverstein on May 15, 2013 02:42 PM

Summertime is a great time for sharing soft drinks—and Coca-Cola wants to make the most of it in a very personal way with the "Share a Coke" campaign, launching across Europe this month.

"This month we're swapping our names with yours," proclaims the world's leading soft drink in a concept that has a country's most popular names showing up on Coca-Cola bottle labels. In Great Britain, for example, Coke bottles on shelves this summer will feature 150 of the UK's most popular names. In addition, Share a Coke vending machines will be on tour so Coke fans can personalize their very own Coca-Cola or Coke Zero bottle. The company is also encouraging Facebook users to create a virtual personalized Coke can to share with someone.Continue reading...

corporate citizenship

Global Brands Come Under Fire as Another Factory Disaster Claims Nearly 100 in Bangladesh

Posted by Sheila Shayon on April 24, 2013 06:45 PM

The spotlight on global retailers sourcing product from Bangladesh just got brighter as another garment factory collapse in Bangladesh has killed 96 people and injured more than 1,000 in Savar, 20 miles outside of Dhaka. It’s the latest in a series of horrific accidents and fires plaguing Bangladesh's booming garment industry, including last November’s Tazreen factory blaze that killed 112 workers.

In Savar, factory owners reportedly ignored a warning about a crack in the building and an advisement to not allow workers into the five garment factories housed there, which employ mostly women. "There was some crack at the second floor, but my factory was on the fifth floor," said Muhammad Anisur Rahman, according to Reuters. "The owner of the building told our floor manager that it is not a problem and so you can open the factory." 

Rahman said his firm was sub-contracted to supply Walmart stores and Europe's C&A, but subsequently said he was referring to a past order rather than current work. Reuters reports that website New Wave, owner of two factories in the building, listed 27 majority buyers, with firms in Britain, Denmark, France, Germany, Spain, Ireland, Canada and the United States.Continue reading...

brand evolution

Havaianas: From Peasant Footwear to Global Fashion Powerhouse

Posted by Barry Silverstein on April 24, 2013 05:38 PM

Havaianas, best known to the world's consumers as the brand that represents the ubiquitous flip-flop, turned 50 in 2012. It was a year in which the Brazilian company made enough flip-flops to circle the world 50 times.

Carla Schmitzberger, who oversees the brand in her role as head of the sandals business unit at Havaianas' parent company, Alpargatas, said that until the 1990s, "mostly poor people wore" Havaianas. "However, there was a small group of wealthier people that were wearing the product, but they were wearing them at home, and they were embarrassed to be seen with them because they were considered a poor person's footwear," she shared in an interview in the latest edition of Interbrand IQ.

Indeed, the brand was launched in 1962 with the goal of outfitting Brazil's peasants — not by a Brazilian but by a Scotsman, Robert Fraser, who was inspired by traditional Japanese shoe design.Continue reading...

brands under fire

US Musicians Go After Marvel Over Film Score Outsourcing

Posted by Mark J. Miller on April 24, 2013 12:42 PM

Marvel Entertainment may have brought a lot of joy to a lot of folks over the years with the creation of such characters as Spider-Man, Captain America and the Hulk, among tons of others, but one group isn’t exactly feeling the love these days: American musicians.

The unhappiness stems from the fact that Marvel, which is owned by Disney, has been using European musicians that come cheaper than their American counterparts to score its many successful films in recent years, the Los Angeles Times reports

The American Federation of Musicians is drawing attention to their discontent with protests at Marvel Entertainment’s L.A. locations as well as nearby stops where the newest installment of Captain America is currently being shot and outside the El Capitan Theatre, which will host the world premiere of Iron Man 3 Wednesday.Continue reading...

corporate citizenship

IKEA's Elk Lasagne Latest Product to Suffer Meat Mix-Up

Posted by Mark J. Miller on April 8, 2013 11:41 AM

What North Americans know as moose and Europeans call elk apparently make a tasty meal. Since January, consumers in Europe and Asia could find the animal’s meat in lasagna sold at the Swedish furniture giant's stores. But recently there has apparently been a little something else in IKEA’s Elk Lasagna that consumers weren’t aware of: pork.

This isn't the first meat mix-up that IKEA has dealt with, as the company was one of several retailers implicated in the horse meat scandal that has swept across Europe. IKEA has been forced to remove its famed Swedish meatballs from its restaurants and frozen food aisles, and adding to its meat woes, the brand has just pulled nearly 18,000 units of its elk lasagne from its stores and websites after authorities in Belgium discovered the product contained a percentage of pork meat.Continue reading...


Fiat Tries To Raise Profile in the U.S. as European Sales Flounder

Posted by Dale Buss on April 4, 2013 05:33 PM

Fiat is still just eking out sales gains in the U.S. market. In March, it sold only 3 percent more variants of its 500 mini-car than a year earlier, when it was barely sellling any at all, and it isn't making much of a cultural or media footprint, either. Its main ad continues to be a year-old TV spot showing Fiats in Italy diving into the sea to make their way to the United States.

That just won't do in the American market for the brand, whose merger with Chrysler will finalize next year, especially while Fiat sales in Europe remain in the dumper.

In turn, Fiat is doing a few new things, which reportedly will include a new North American advertising campaign via traditional and online media. It's likely to include more exposure for the sporty Abarth version of the Fiat 500 as the brand likely couldn't hurt itself by giving wider berth to the buzz-worthy TV spot showing a scorpion pinching off the bikini top of Romanian supermodel Catrinel Menghia.Continue reading...


PPR Rebrands as Kering, Paying Homage to its Roots and Mission

Posted by Sheila Shayon on March 22, 2013 04:19 PM

PPR, the multinational holding company that is home to brands including Gucci, Yves Saint Laurent, Stella McCartney, Alexander McQueen, Balenciaga, Bottega Veneta, Brioni and Sergio Rossi, is rebranding as Kering, indicative of a transformation from French conglomerate to internationally focused sportswear (encompassing its brands including Puma, Tretorn and Volcom) and luxury-goods group. 

The new name, accompanied by an owl logo and tagline, "Empowering Imagination," is pronounced "caring." CEO Francois-Henri Pinault explains, "We are there to care for the brand and take care of the brand," the Wall Street Journal reports.

Pinault carries on his father’s legacy as founder with the new name, which a press release explains was inspired by family roots in France's Brittany region as "Ker" meaning home in Breton, with the action-associated "ing" implying "doing" and "going."

Manfredi Ricca, the managing director at Interbrand in Milan, commented to the International Herald Tribune that the new identity reflects an awareness that companies need “a strong angle on what they stand for,” both for consumers and for employees, to demonstrate their “overarching vision” and values.Continue reading...

Audi Getting "Hotter and Stronger" by the Day

Posted by Dale Buss on March 13, 2013 11:12 AM

For Audi, it's the best of times and the worst of times. It depends on whether you're talking about selling vehicles to Americans, Chinese—or Europeans.

Overall, Audi executives stated in a conference call detailing the company's 2012 performance and results on Tuesday, they're bullish as can be about beating the company's global vehicle sales record of 1.46 million last year and increasing deliveries to more than 2 million vehicles by 2020, with the aim of snatching the luxury-sales crown from rival BMW by that year. They also expect to reach 1.5 million annual sales worldwide earlier than their previous plan by 2015.

However, Europe stinks for selling cars right now as the continent sinks into recession and even luxury buyers are pressed. "Overall development in western Europe was recessive [last year] and economic output contracted," Audi CFO Axel Strotbek commented, according to Automotive News Europe.Continue reading...

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