viral buzz

Viral Video Watch: Gillette Gives Roger Federer a Giant, Close Shave

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

Gillette, Boston Bruins Go on a Stanley Cup Bender

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...

brand essence

Brands Smell Opportunity in Scent Marketing

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

Top 10 Stories of the Week: From Ronald McDonald's close call to to The X Factor USA's Simon Cowell

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

viral marketing

Gillette's Evan Longoria Trick Shot's Real Trick: Admitting Federer Fakery

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. 

brand aspiration

Why Harley-Davidson Risks Being Run Over as a Lifestyle Brand

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...

brand news

Brands to Watch: Schwarzenegger, Palin, Facebook and more

Posted by Shirley Brady on May 10, 2011 06:30 PM

Brands to Watch

Maria Shriver (who recently hinted she's in transition) and Arnold Schwarzenegger prepare to divorce as he announces movie comeback and their son Patrick responds on Twitter.

Bristol Palin lands reality show on History Channel's BIO cable channel.

Facebook asks to be exempt from US political advertising rules.

Audi launches roadside assistance app.

Australian advertisers face opposition on self-regulation and children's marketing.

BMW launches eBay store in the UK.Continue reading...

viral buzz

Viral Video Watch: Pepsi Bends It Like Bendham

Posted by Michael Waltzer on April 11, 2011 03:30 PM

Over the weekend, this Pepsi clip starring David Beckham became one of YouTube's most-shared videos. The video shows the British soccer star relaxing (with a camera crew watching) between takes on a Diet Pepsi commercial, and landing three balls in three distant garbage cans after carefully placing the can, logo toward camera, in the sand.

It recalls Gillette's popular (8.2 million views and counting) trickshot video featuring Roger Federer from 2010, complete with a heated debate — just scan the comments on YouTube and Facebook — over whether or not Beckham's stunt is real or fake.

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