Posted by Abe Sauer on May 8, 2013 01:38 PM
Isolation and loneliness may seem like an odd foundation for a Coca-Cola campaign, but in China, the brand is aiming to bring the smile associated with Coke to a generation afflicted with such attributes as they try to find their way in suddenly booming metropolises.
Coca-Cola's "Friendship Experiment" aims to capture moments of "happiness creation" by inviting "complete strangers to come together and share a moment of connection." It's an effort by Chinese photographer Kurt Tang to combat what he saw as the "dispiriting sense of isolation and loneliness" found today in China's cities.
"We even date through virtual social networks instead of more intimate, human close-in-person communications," Kurt Tang, the photographer and 'Happiness Creator' of the Friendship Experiment, told brandchannel. Tang's photo and video collection, a project that used Coke to bring urbanites together, recently showed at the Fei Gallery in that same city. Notably, the photo exhibition does not contain Coke bottles or products, although some of the videos do.Continue reading...
Posted by Sheila Shayon on April 8, 2013 01:53 PM
HTC One, a.k.a. the Facebook Home phone that's coming to AT&T and other carriers, is just one focus of the company’s impending brand refresh and aggressive marketing campaign to get better market placement against competitors like Samsung.
HTC has been known for good hardware and not-so-good promotion, but squaring off against marketing-savvy Samsung requires the former to up its game. "It's one thing to make a great device—HTC has done that before," Mike Woodward, president of HTC America told the LA Times. "What is a little different this time is the way that we're going to market. We want to really get that down to the streets and get that down to consumers."
HTC had been using “quietly brilliant” as its slogan, but the brand is looking to step out of its shell with a new marketing message that has “bold,” “authentic” and “playful” themes. The new tagline, "Everything Your Phone Isn't," is courting "Generation Feed" (what HTC calls tech-savvy, early-adopters). "Tech millennials are hard to connect with," Erin McGee, HTC North America VP Marketing told Ad Age. "We wanted to create a closer connection by targeting passion points."Continue reading...
Posted by Sheila Shayon on April 5, 2013 10:38 AM
“Perrier is the sexiest sparkling water you'll ever taste,” according to the 150-year-old brand, which is trying to woo a younger audience with a sexy and sparkling online gaming experience, Perrier Secret Place.
“Secret Place is an immersive experience with a surprise at every turn, something that will be highly engaging for our target audience. And at a party that goes on for hours, we like to think of Perrier as the drink that can refresh like no other," according to a press release.
It's being marketed as the most high-profile, crazy party experience ever, dispensing clues through the eyes of 60 different characters along with a sweepstakes to win an invitation to one of five mega-parties taking place at Carnival in Rio, Ibiza in Spain, St. Tropez in France, Art Basel in Miami or New Year’s Eve in Sydney, Australia.Continue reading...
Posted by Dale Buss on March 7, 2013 05:08 PM
Emboldened by the performance of its ads during the Super Bowl, riding the wave of the massive marketing push for its Doritos Locos Tacos partnership with Taco Bell and bolstered by PepsiCo's increasing moves toward global brand platforms, Doritos is adopting a new, more consistent look across the 37 countries where the chips are sold and is launching a new worldwide marketing campaign.
Doritos is planning to punctuate its new plans with a four-story-high, Twitter-controlled rap concert (hashtag: #boldstage) on its boldly branded vending-machine stage at SXSW next week.
"For the Bold" is the tagline for Doritos' first global marketing campaign. It'll start with the U.S. launch of a new ad on cable TV networks beginning in mid-month.
Called "Best Summer Job," the commercial will tell the story of a "college-aged valet making bold choices which lead to an epic joyride, inspired by Doritos chips," as Ram Krishnan, VP of marketing for PepsiCo's Frito-Lay North America, told Ad Age.Continue reading...
Posted by Reneé Alexander on March 4, 2013 04:21 PM
After playing coy about its exact launch dates in Canada, Target has confirmed it's opening the first of its Canadian stores this week. Residents in three communities (Guelph, Fergus and Milton) west of Toronto will be able to check out the launch trio of Target Canada "pilot stores" that will open at 8 a.m. on Tuesday, part of the first wave of 24 stores soft opening this month in Ontario. As Target's press release puts it,
Like the majority of Target locations opening in Canada, the pilot stores feature a licensed Starbucks, as well as an in-store pharmacy designed to provide guests with superior patient-centered healthcare. “The Target team is excited to open these test locations as we put the finishing touches on our stores, assortments and inventory,” said Tony Fisher, president, Target Canada. “We look forward to delivering on our Expect More. Pay Less. brand promise and providing an outstanding shopping experience as we approach our grand opening in early April.”
The move kicks off the Minneapolis-based retailer's opening of up to 135 locations in former Zellers locations across Canada, 124 of those locations opening their doors this year. Target had said publicly it will start having soft store openings in March but it hadn't given exact dates or specific locations. In advance of this week's opening drive, the brand is practically building snowmen (see a recent Facebook cover image, above), drinking maple syrup straight from the bottle and painting its face at hockey games.
The retailing giant has been on an awareness-building campaign for its highly-anticipated arrival since late last year, one that is expected to ignite an all-out battle for consumers not seen since Walmart stormed the 49th parallel in 1994 with the acquisition of 122 Woolco stores.Continue reading...
social media watch
Posted by Sheila Shayon on February 19, 2013 12:32 PM
Social Media Week 2013 (SMW13), sponsored by Nokia for the third year, runs this week through Friday, with more than 500 events in 10 cities worldwide including debuts in Copenhagen and Lagos, a return to Milan and participation in seven other veteran cities.
“Social Media Week’s global theme to ‘explore openness in a connected and collaborative world’ is fully aligned with Nokia’s mission of connecting people through innovative products and services and encouraging the open sharing of knowledge to learn what others are thinking and doing,” said Craig Hepburn, Global Director of Digital & Social Media at Nokia.
In the past, Nokia has powered secret rooms and silent dance parties, conducted social experiments like Can Man Survive on Social Media Alone, forged bridges between social media and sports with NokiaxBurton and tackled fashion with SMW Fashion Days.Continue reading...
brand and bottle
Posted by Dale Buss on December 7, 2012 02:08 PM
No wonder Pantone has selected emerald green for its color of the year. It's Heineken's 140th anniversary, and the Dutch beer giant is unscrewing all the caps to celebrate.
Today in Amsterdam, the Dutch brand is debuting a video wall projection made from 5,000 beer bottles on the side of its headquarters building. Not in Amsterdam? Worry not — fans can check it out from 4pm ET to 10pm ET, every day from Dec. 7th through January 2nd, on Heineken's Facebook page and post on the brand's virtual wall.
And that's not all it's doing on Facebook.Continue reading...
Posted by Shirley Brady on November 29, 2012 07:12 PM
Here's the video for Nokia's London light show - "This is Lumia" - with Deadmau5 last night.