sports in the spotlight
Posted by Mark J. Miller on July 11, 2011 12:00 PM
While Toyota's logo was prominent as Derek Jeter discussed his history-making 3,000th hit with reporters on Saturday, it was Verizon that found itself a surprise benefactor of New York Yankees shortstop Derek Jeter's historic home run and 3,000th hit on Saturday.
The hit happened to be a home run and was grabbed by 23-year-old Verizon employee Christian Lopez, whose kind act of just returning the ball to Jeter and not holding it ransom or selling it for big bucks has put a good glow on his employer as well.Continue reading...
Posted by Sheila Shayon on June 23, 2011 01:00 PM
P&G has upped its F-commerce game with new Facebook stores for Tide, Gillette, Olay, Gain, CoverGirl, Luvs and Febreze, mixing social with detergents, cosmetics and diapers in a bid to fish where the fish are — and make it convenient for them to swim up to the checkout.
P&G's pilot store launched on Facebook last year, powered by Amazon, but now, the e-commerce functionality is being outsourced to PFSWeb's eStore, the CPG giant's independent online e-commerce site selling its branded products directly to consumers.
“Shop now” buttons on each brand page link to a retail page for e-commerce with a splash tab inviting fans to “Purchase on Facebook through these trusted retailers.”Continue reading...
Posted by Michael Waltzer on June 22, 2011 05:30 PM
What can one shaving brand (Gillette) do with 3,000 litres of paint, 2,800 square meters of field, 1,000 litres of foam, laser-guided robots and Roger Federer? Give the tennis star the biggest (and if not closest, certainly most unique) shave of his life.
Knocking on 90,000 hits since Gillette UK posted the video as a Wimbledon kick-off viral clip, the brand recreated Federer's face in a giant field in London. After the paint went on, foam was sprayed on his beard area, and then mowed off, followed by a giant Gillette razor. The Facebook stunt was green in more ways than one: the paint used was 100% biodegradable, and the foam used was also non-toxic and biodegradable.Continue reading...
sports in the spotlight
Posted by Abe Sauer on June 20, 2011 07:00 PM
In the best pro sports branding tie-in of the year, Stanley Cup-winning NHL goalie Tim Thomas showed up at Gillette's World Shaving Headquarters in Boston to say goodbye to his "playoff beard" in a charity event.
Thomas can be seen foamed up with the Gilette safety razor scraping his face in a video from Boston's ABC news affiliate, which is not embeddable because, apparently, WCBVtv news producers hate the web... and Gillette.
The 110-year-old Gillette brand is still headquartered in Boston even though it was acquired by Procter & Gamble in 2005. Gillette's name, of course, permeates Boston-area sports. The brand has naming rights for the Gillette Stadium just outside Boston, home of the New England Patriots football and Revolution soccer teams.
Gillette wasn't the only brand getting a tie-in boost from Lord Stanley and his hallowed cup o' hockey.Continue reading...
Posted by Barry Silverstein on June 14, 2011 12:00 PM
Brand marketers have long been intrigued with the use of scent as a potential differentiating feature. Maybe it all started with Smell-O-Vision, an ill-fated technology that was used to pump different smells throughout movie theaters in 1960. Smell-O-Vision stunk — it died after just one movie.
Nowadays, scent is a key part of any number of beauty and cosmetic products, typically targeting women. Increasingly, though, scent plays an important role in men's products, especially deodorants. And the latest innovation is a masculine knock-off of a concept that was first aimed at women in 2005 — the scented razor.Continue reading...
week in review
Posted by Michael Waltzer on May 20, 2011 04:30 PM
Our most-read blog posts of the past week range from Ronald McDonald's close call to to The X Factor USA's Simon Cowell:
#1 McDonald's Launches Billion Dollar McMakeover
#2 Disney Beaten to "Seal Team 6" Trademark
#3 Yes, Nike Knows It Just Released The 'Air Croc'
#4 Beretta Wins Race to Capitalize On bin Laden Death
#5 Will The X Factor USA Be Simon Cowell's American Idle?
#6 McDonald's Pressured to Oust Ronald
#7 Southwest "Too Fat To Fly" Apology Too Little, Too Late?
#8 United Airlines Apologizes for 9/11 Flight Numbers Reinstatement (Updated)
#9 Gillette's Evan Longoria Trick Shot's Real Trick: Admitting Federer Fakery
#10 At 40, Wonka Candy Is Greatest Reverse Product Placement Ever
Posted by Shirley Brady on May 16, 2011 08:00 PM
Looks like Gillette is up to its old viral tricks. After last year's trick shot YouTube video with Roger Federer, the brand appears to be behind this latest athletic trick video. The description's a dead giveaway: "Tampa Bay Ray and Gillette Young Gun Evan Longoria makes a crazy bare hand catch right before it hits a reporter."
In other clues, the unflinching "reporter" covers up any logo that would normally be on her microphone, and it's the only video upload by YouTube user MrSprts12 ... who only joined YouTube on May 4th, lists his company as Gillette, and makes his favorite videos another giveaway. Even YouTube asks: "viral ad of the day?"
With this, Gillette is all but admitting outright that last year's Federer trick shot was a staged stunt.
Posted by Barry Silverstein on May 11, 2011 04:00 PM
In the branding world, becoming a "lifestyle brand" is seen as something akin to grabbing the golden ring. If a brand can represent a particular lifestyle, the theory goes, it can gain a huge competitive advantage over other products in its category, because the lifestyle brand connects with consumers on a very personal level.
Harley-Davidson, for example, may be a motorcycle brand, but it embodies a lifestyle that creates fanatics who live and breathe the brand and what it stands for. Case in point: "Harlistas," the moniker for Latin American Harley riders, as highlighted on Harley's website and above.
As much as it may seem desirable to have consumers identify their lifestyle with a favored brand, now, it seems, that very strength can actually be a liability.Continue reading...