cause marketing

Shave the Date: Brands Help Celebrate Movember's 10th Anniversary

Posted by Sheila Shayon on October 15, 2014 03:05 PM

The Movember movement, which started in Australia in 20014 and has now spread worldwide, is the leading global organization committed to changing the face of men’s health. To date, its foundation has raised $559 million and funded over 800 programs in 21 countries to date.

Gillette UK is early to the gate with its video for this historic 10th anniversary Movember, encouraging participants to grow moustaches throughout the month of November to promote and raise awareness specifically in the areas of prostate cancer, testicular cancer and mental health:Continue reading...

sip on this

Pabst Looks to Reassure Hipsters With Indie Music Festival

Posted by Mark J. Miller on September 25, 2014 06:31 PM

Pabst Blue Ribbon, the unofficial beer of hipsters across America, is throwing a party in hipster heaven: Portland, Oregon. As in the Portland that begat the hipsterrific TV show, Portlandia.

This weekend, PBR's marketing team is throwing its first-ever music festival, joining the parade of brands that have also fallen in love with the music festival circuit.

Project Pabst, as the three-day festival is called, couldn't be more ironic. It feature such acts as the British duo behind 80's phenom Tears for Fears, the reunited Constantines, Modest Mouse, Built to Spill and other acts that will cost a mere $35 for a one-day pass and $60 for two.

The whole event is a thank you to the Milwaukee-based brand’s top market. "We were trying to think of something we could do for Portland," Matt Slessler, Pabst's Pacific field marketing manager, told the Oregonian. "We refer to it as our love letter to Portland. That's really what it is, the city has just been so good to us."Continue reading...

brand and bottle

Bud Light's Whatever is a ¯\_(ツ)_/¯ Brand Campaign

Posted by Abe Sauer on September 12, 2014 05:46 PM

As if sent by Snapchat, the new light beer campaigns accompanying a new football season are too often self-erasing. Remember Bud Light's campaign "theme" last football season? Miller Lite's? Coors'? We didn't think so.

Aside from occasional great Super Bowl ads and Bud's "Wassssssup?" home run, mainstream beer advertising is insipid, loud, fast, still often shockingly chauvinistic, overly complicated and, worst of all, brand interchangeable. Is it any wonder sales of craft and imported beer brands, which offer substance and character, have skyrocketed, especially among Millennials?

Now along comes Bud Light with "Whatever," perhaps the most appropriately named mainstream beer campaign ever. Luckily for Bud, its Whatever campaign is turning out to be somewhat memorable. Unluckily for Bud, it's because it's for the wrong reasons. And yes, Vanilla Ice—yes, that one—is involved. Continue reading...

branded entertainment

Johnnie Walker Aims for Luxury Status with Five-Star Exclusive Theater

Posted by Shirley Brady on September 8, 2014 04:04 PM

Johnnie Walker is upping the stakes in experiential, content marketing to promote its latest exclusive whisky blend and transform into a luxury brand.

Following on its growing stable of Johnnie Walker House local retail experiences in Shanghai and beyond and its global campaign that included a short film starring Jude Law, JOHNNIE WALKER® BLUE LABEL™ next week will stage a one-of-a-kind brand experience in London: Symphony in Blue, billed as "the world’s first theatrical, experiential, musical and artistic journey."

Three performances (two evening and one matinee) will take place on Sept. 16/17 in a multi-sensory cultural event designed to turn elite influencers into brand advocates. The event is being "exquisitely crafted by a star-studded team" that produced the memorable London 2012 Olympics opening ceremony.

Beyond participating in a bespoke branded experience, Symphony in Blue guests will be among the first to enjoy the latest launch from the John Walker & Sons Private Collection 2015: a limited-edition Blue Label Reserve premium whisky blend.Continue reading...

brand essence

Vans Goes Underground in London for Latest Brand Experience

Posted by Mark J. Miller on August 12, 2014 01:14 PM

Skateboarding culture is sometimes characterized as being underground, but Vans is taking the word a bit literally. The brand has just opened a skatepark beneath London's Waterloo Station in a spot known locally as the Old Vic Tunnels. The space, called House of Vans London, will also host house parties with a schedule of music performances, art and film screenings—and it’s all free of charge. What slacker isn’t going to love that?

“The House of Vans London is the physical manifestation of the cultures and creativity at the heart of the Vans brand. London is the perfect city to expand this original concept first established in Brooklyn and it’s an honor to take over this iconic venue from the Old Vic,” said Vans VP of marketing Jeremy de Maillard. “We’re looking forward to building on this legacy, working closely with the local communities and key stakeholders involved in the project.”

According to The Guardian, Vans beat out Apple and Nike for rights to the space and create a brand experience that's designed to "engage and inspire youth culture," one that's fortuitously close to London's infamous legal graffiti wall and the South Bank skatepark on the Thames.Continue reading...

that's entertainment

Summer's Here and the Time is Right for Branding of Your Beats

Posted by Claire Falloon on July 21, 2014 01:03 PM

As concert and festival-goers don their denim cut-offs and band t-shirts this summer, they should also get ready for the usual barrage from brands clamoring for their money and attention.

This year fans will encounter everything from advertising and promotions to carefully integrated digital and live experiences from brands including Jim Beam, HondaBudweiser, Vans and even Staples, which is sponsoring Katy Perry’s Prismatic World Tour (seriously, office supplies? What happened to sex, drugs and rock & roll?)

Old school purists may not like it, but concert sponsorship is nothing new and the presence of big corporate brands in music is a reality we may all have to get used to. 

As Lady Gaga noted at SXSW back in March, “without sponsorships we won’t have any more artists in Austin, because record companies don’t have any f*cking money.” And as music labels recede, the big brands are marching in.Continue reading...

bc q&a

Of Mazda, Music and Miata: 5 Questions with Russell Wager

Posted by Dale Buss on July 18, 2014 03:03 PM

Music has long been a great currency of marketing. But automotive brands are taking their involvement with music to new levels these days as they seek ways to make connections digitally and with their toughest demographic, Millennials.

Honda, for example, just launched an ambitious effort called Honda Stage that involves concert sponsorships and other music touch points. Nissan this week announced a two-year partnership with the Americana Music Association, give the brand closer ties to country music and Nashville.

And Mazda, though a small brand by automotive standards, now also is trying to mount an outsized presence in the music arena. The automaker just announced an expanded partnership with the Rock 'n' Roll Marathon Series, making Mazda the official automotive partner and doubling the brand’s participation this year to eight or nine events.

The series involves combining entertainment and running, featuring live bands performing at every mile along the course and a post-event headliner concert. Mazda will also have lots of on-site activations such as the Mazda Fueling Station with free food and beverages. It kicked off in Chicago this week and continues through December.

Mazda’s North American vice president of marketing, Russell Wager, talked to brandchannel about the new partnership and the brand's bigger strategy and goals:Continue reading...

diversity watch

Brand Pride: Apple's Tim Cook Stands Side by Side With LGBT Employees

Posted by Shirley Brady on July 8, 2014 04:43 PM

As noted here, TD Bank was a proud sponsor of the first WorldPride event held in North America. Also showing its colors in Toronto late last month: the smart auto brand, which sponsored the event's opening ceremonies in Toronto. And south of the border, on June 29, thousands of Apple employees and their families marched in the San Francisco Pride Parade, where employees were welcome by Apple CEO Tim Cook, who was lauded in today's Wall Street Journal as a "more collaborative" and compassionate leader than Steve Jobs. Check out both brands' 2014 Pride videos below.Continue reading...

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