sip on this

Cheerwine: America's Local Soft Drink "Legend" With a Big Heart

Posted by Sheila Shayon on November 13, 2012 06:17 PM

Cheerwine is the last soft drink brand in America still owned by its founding family after four generations. The bubbly, wild cherry-flavored soft drink has a cult following and a distribution deal with Pepsi Beverages to be available in all 50 states by their 100th anniversary in 2017.

It’s known as the “Nectar of the South” by loyal fans, including indie rockers, The Avett Brothers, who performed a charity concert in October called Legendary Giveback: Tour of Duty, to benefit three family aid organizations: Big Brothers Big Sisters, Operation Homefront and the University of Virginia Children’s Hospital, as part of an overall campaign called “Legend” created by NY-based agency Woods Witt Dealy & Sons. 

The marketing objective of “Legend” is to leverage an existing fan base and grow brand awareness from the regional to the national level. Fans unable to attend the sold-out concert in person were invited to go online and pledge their time to volunteer with any charity or community organization through Cheerwine's website or Facebook page in return for an access code to view a livestream of the concert. 

Nearly 28,000 entered a related sweepstakes offering a grand prize of a VIP trip to the concert and a meet-and-greet with the Avett Brothers, as well as other prizes including pairs of tickets, Giveback T-shirts, posters and Cheerwine coupons. In addition, the town that pledged the most hours (Bristol, Tennessee) was awarded Cheerwine merchandise and cash to host live Legendary Giveback viewing parties, and more than 2,000 people pledged to give back over 30,000 hours to their local community.Continue reading...

branding together

BMW Guggenheim Lab Heads to India

Posted by Sheila Shayon on October 24, 2012 11:12 AM

BMW is taking its Guggenheim Lab cultural collaboration to Mumbai after stops in New York, and Berlin.

The six-year collaboration between the blue chip automaker and the prestigious museum kicked off this past summer in New York. Now the global road show is heading to India to examine the relationship between social behavior and art and cutting to the heart of pressing urban challenges worldwide.

Running from December 9 through January 20, the Mumbai installation — which will be based in the Dr. Bhau Daji Lad Museum — will offer “design projects, participatory studies, tours, talks, workshops, film screenings and cultural activities [that] will address challenges and opportunities related to public space and the choices Mumbaikars make to balance individual and community needs.”Continue reading...

what girls want

Dove Takes Real Beauty Campaign to Girls

Posted by Mark J. Miller on October 18, 2012 10:23 AM

In a world that is constantly shoving the idea of a woman only being beautiful if she looks like Kate Upton or Kate Hudson or … well, whoever the latest aesthetic ideal is, it can be hard for a preteen girl to figure out how to own the fact that she’s beautiful, too, no matter how different her body is from the supermodel du jour.

Along with most of American society, Unilever’s Dove soap has girls becoming more anxious, instead of more confident. And rather than prey on that lack of confidence by offering beauty "solutions" and use that info to their marketing advantage, Dove is actually trying to get at the root of the problem and boost girls' confidence and self-esteem.

For three years, Dove has been hosting events for preteen girls across the globe to help them feel better about themselves, according to Cincinatti.com. The aim is to reach 15 million young women globally by 2015, thanks to Dove's Self-Esteem Fund, with an empowering message that takes the brand's highly praised Real Beauty campaign to a critical age.Continue reading...

health matters

US Anti-Smoking Effort Goes Back to School

Posted by Sheila Shayon on October 2, 2012 11:31 AM

More than 80% of adult smokers in the U.S. tried smoking by age 18, up to 90% by age 20, so the truth, the largest American youth smoking prevention campaign (and the only national campaign not directed by the tobacco industry) is launching truthlive this week, kicking off a series of five free concerts featuring musicians Cobra Starship and Outasight at East Coast and southern universities in a bid to stop the next generation of tobacco addicts.

“truth’s success stems from offering facts and information about tobacco use and tobacco industry marketing practices in channels and through media that are relevant with teens and young people – then allowing them to spread the message themselves with their peers and friend groups,” stated Cheryl G. Healton, DrPH, president and CEO of Legacy, the national public health foundation that directs and funds the truth campaign. 

Using music as a ‘passion point’ to connect with students, on-campus activities feature the iconic orange truth truck and truth tour riders, young adults armed with games, interactive activities, dancing, contests and mucho swag, educating their peers on the truth about smoking.Continue reading...

raising spirits

News (Hot) Flash: It's OK to Talk About (and Laugh at) Menopause

Posted by Sheila Shayon on September 21, 2012 05:01 PM

Menopause is a hot (flashes) topic, one that typically isn't publicly discussed let alone laughed about. Kimberly-Clark is looking to change that. In fact, it's seeking applause for menopause.

Its Poise brand is sponsoring a North American comedy tour with Sherri Shepherd (of The View and 30 Rock fame) and TV legend Cloris Leachman. The title: The Hot Flash Road Show. “I’m no stranger to talking about sensitive topics, so I jumped at the chance to partner with Poise brand," Shepherd comments.

“At 86 years young, I definitely have my share of menopause stories that I think every woman will eventually relate to,” says Leachman, a nine-time Emmy Award winning actress and star of FOX’s Raising Hope.Continue reading...

sip on this

Coca-Cola Continues to Open Happiness, From Coke Machine to Truck to Table

Posted by Sheila Shayon on September 19, 2012 06:34 PM

Coca-Cola’s "Open Happiness" global marketing campaign kicked off in January 2009, when Cee Lo Green and Janelle Monae appeared in a music video that exclusively debuted on FOX's American Idol.

A year later, the "Open Happiness" theme took a tangible, and unforgettable form — a vending machine that appeared in the common room of St. John’s University in New York. It was rigged to dispense flowers, pizza and a six-foot sub resulting in a viral swish of happiness, generating more than 1 million views in the first week and still attracting comments 2 million views later.

The campus Coke machine stunt migrated to London, and morphed into a Hug Machine at the National University of Singapore in a gestural marketing stunt where a squeeze yielded a soda. Since then the Coca-Cola Happiness machine has popped up in local activations around the world, in markets including India, Buenos Aires, IndonesiaTokyo, Istanbul for a special Valentine's Day stunt, and back to Singapore, this time promoting recycling in June.Continue reading...

fashion week

Old Navy's New York Fashion Week After-Party Puts Mere Mortals on the Runway

Posted by Mark J. Miller on September 13, 2012 02:02 PM

The fashion runway is generally seen as a place that is not in the reality of everyday Americans. Not only do they typically not ever get to see a fashion show live and in person but they certainly don’t get to strut their stuff up on the actual runway itself. That job is for models whose physical forms aren’t exactly shapes that typical Americans relate to and who have clothes specifically constructed to fit them. 

But Old Navy is trying to take back the fashion show for all the little people (and not so little). The idea is to take over a runway when Fashion Week ends this week in New York and let any woman who wants to walk the runway to do so. They’ll only get to do it, though, if they are wearing a pair of Old Navy’s Rockstar Skinny Jeans, which the company will not only provide but actually give to anybody who cares to take the stroll. Those participating in the stroll down the catwalk will also get “coaching on how to work it,” according to the release. Old Navy will be posting info to Facebook and Twitter, of course. 

And if you don’t live in the New York City area and aren’t interested in buying a ticket to get there for Friday’s show, worry not.Continue reading...

retail

UNIQLO Preps San Francisco and New Jersey with Maru, Games, the People

Posted by Sheila Shayon on September 13, 2012 10:01 AM

“UNIQLO Lucky Cube with Maru” (you know — Maru, Japan's Garfield turned YouTube and web sensation) is one of the ways UNIQLO USA is celebrating the fall openings of new stores in San Francisco and New Jersey.

The brand’s first West Coast flagship store, 111 Powell Street in San Francisco's Union Square, opens on October 5th. “San Francisco has always been a place of creativity, diversity, and social innovation,” stated UNIQLO USA’s COO Yasunobu Kyogoku. “In this same spirit, UNIQLO takes pride in developing innovative technology to create high-quality casual basics that are not only functional, but also affordable.”

Fans in the Bay Area can win blimp rides, merchandise and other prizes by playing with the You Tube Japanese cat sensation and the game is available now through October 14th on UNIQLO’s website, and via Facebook and Twitter.Continue reading...

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