2014 Brandcameo Product Placement Awards

The Big Game

Good to Be Bad: Jaguar Plays Up British Bad-Boy Side for Super Bowl Debut

Posted by Dale Buss on November 7, 2013 04:43 PM

Jaguar's comeback strategy has relied a lot on the US market. And now the Indian-owned brand is going to rely on its British heritage to climb onto the biggest American—and worldwide—marketing stage of all: the Super Bowl.

The brand announced that it'll be running its first TV ad during the Big Game, with social media treatment before and after, on February 2 on Fox. Jaguar will field a spot for the new F-Type Coupe featuring prominent British actors displaying particular British villainy, as an allegory for how the F-Type Coupe is supposed to be a "British bad boy" in taking sales away from the luxury competition. The Twitter hashtag: #GoodToBeBad.

"You don't spend that kind of level of investment without carefully considering it," Jeff Curry, Jaguar's North America CMO, told brandchannel in regard to the gulp-inducing Super Bowl XLVIII advertising tab of about $4 million for 30 seconds. "But for us it felt like the right moment in time because of the fantastic range of new products that we have. And we've seen great sales growth."Continue reading...

auto motive

Tata Builds Upgrade Strategy After Cheap Nano Falls Flat in India

Posted by Dale Buss on October 15, 2013 04:56 PM

Tata Motors has been doing so well at the upper end of the global auto market lately that it apparently forgot how to do well at the lower end—even in its home country of India.

Thus the Tata Nano, a stripped-down minicar priced at around $2,000, has flopped since being introduced four years ago as the world's cheapest automobile, one aimed specifically at the striving rank-and-file consumer in one of the world's biggest developing markets. Tata has been busily adding content to the nameplate, raising the price and recasting it as a cool car, not just an inexpensive one.

"This was the flagship product for the passenger-car market" for Tata in India, Anil Sharma, an analyst for IHS Automotive, told the Wall Street Journal. "The disappointing sales are a pretty big negative for the group."Continue reading...

china

The Week in China: KFC's Six-Layer Beef, Luxury Carseats, Toilet Seat Restaurants and more

Posted by Abe Sauer on September 13, 2013 01:53 PM

China is the second largest economy in the world and every significant brand's future is impacted by its growth (or collapse)—but who's got the time?! Here's the week's reads that will make you look like a keen China observer in case you find yourself immersed in a cultural conversation.

This week: KFC beefs up… Jane Zhang for Skoda… Jet-setting iPhone… GM, BMW conquer car sales… McLaren moves in… Moutai droops… Toilet restaurant?… Sotheby's in Hong Kong… China's "social traveler"... Luxury car seats... Counterfeit Red Bull... Moon view flights... and more.Continue reading...

auto motive

No Shortage of Sporty Glitz at Frankfurt Despite Still-Suffering Euro Auto Sales

Posted by Dale Buss on September 10, 2013 11:52 AM

Two topics have dominated industry chatter at the Frankfurt Motor Show this week: When will the European market begin recovering? And what's with all the new SUVs that are on display at the show?

Oh, and 'Where's Waldo?' Or, rather, why did Fiat CEO Sergio Marchionne abruptly cancel his planned appearances at the show?

There are signs that sales in Europe at least have flattened out. But while UK car sales rose in August by 11 percent in their 18th consecutive month of growth, that has been a contrast to Germany, France, Italy and Spain, all of which have continued to suffer sales declines.

"Clearly, Europe still has a long way to recover," Jonathan Browning, president and CEO of Volkswagen of America Group, told brandchannel. "Eastern and Central Europe are showing a few more signs of rebound, but they're still relatively weak."Continue reading...

brand news

In the News: Neiman Marcus, Apple, McDonald's and more

Posted by Dale Buss on September 10, 2013 09:32 AM

In the News

Neiman Marcus majority stake sold for $6 billion to Canadian, US investment partners. 

Apple will reveal new products today and may put focus back on fingerprint security with latest iPhone.

McDonald's tries multi-person meals.

Abercrombie & Fitch loses bias suit over firing Muslim woman.

Burger King stretches with "sense-swap" campaign.

Campbell bets on child-centered new campaign.

Dunkin' Donuts launches first TV ad made entirely from Vine.

Furniture Brands files for Chapter 11.

Gatorade grows market share with G Force sales and marketing team.

Google offers antitrust concessions to EU.

Hyundai workers end strike after reaching wage deal.

Jaguar mulls small SUV to challenge BMW.

L'Oreal attacks e-commerce.Continue reading...

auto motive

Jaguar Land Rover Plays Catch Up in China with New Models, Joint Ventures

Posted by Dale Buss on July 23, 2013 06:20 PM

Not wanting to be left standing outside a big pool of potential cutomers, Jaguar Land Rover has indicated that it wants to catch up with its German luxury-car rivals in China by developing new models, expanding its sales outlets and forging more local joint ventures.

The company, owned by India's Tata Motors conglomerate, has only had a presence in China for three years and sold just fewer than 20,000 units there in June—versus 45,000 sold by Audi and 35,000 by BMW.

And while car sales across the board have been cooling a bit in China, Bob Grace, Jaguar Land Rover's president in China, told Livemint that the luxury segment in China will continue to grow enough for expansion by all brands. "There is enough headroom for everyone to grow," he said.Continue reading...

sporting brands

Andy Murray's Wimbledon Win a Boon for Britain, Sponsors

Posted by Mark J. Miller on July 8, 2013 01:54 PM

Andy Murray became the first British man to win Wimbledon in 77 years on Sunday—a feat that could boost his endorsement value to $74 million annually, Bloomberg Businessweek reports. “A British man winning Wimbledon hasn’t happened for such a long time,” branding consultant Jonathan Gabay said. “The sky really is the limit for him.”

The 26-year-old Murray demonstrated his loyalty to his endorsement partners when he showed up Monday in central London to take part in an Adidas UK event. Murray, after finishing off the sport's top-seeded athlete in a heated final, took on 100 fans for the brand's #hitthewinner contest. Adidas made sure to show its gratitude as well, releasing a congratulatory post on its social media channels.

Currently, Murray has deals with Adidas, the Royal Bank of Scotland, Jaguar and watchmaker Rado, which signed a seven-figure deal with him last summer before he won the US Open, the Telegraph notes. Other unofficial sponsors, like British soft drink brand Robinsons are hanging on to Murray's promotional coattails after the long-awaited victory.Continue reading...

brand news

In the News: Coca-Cola, DreamWorks, Smithfield Foods and more

Posted by Dale Buss on June 17, 2013 09:17 AM

In the News

Coca-Cola introduces itself to Myanmar.

DreamWorks and Netflix reach deal for new TV programs.

Smithfield Foods is urged by major shareholder to carve itself up rather than sell to Chinese firm. 

Airbus tracks to double profit margin.

Al Jazeera will demonstrate deep pockets in US debut.

Apple will become big—but not dominant—player in automotive "center stack."

Chrysler launches nationwide ad blitz for SRT performance brand.

Facebook to unveil video support for Instagram, reports say. 

Ford buckles on adding knobs for infotainment controls.

GM expands SUV recall for fire risk as it poises to jump out of "lease hole."

Hooters debuts late-night menu.Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
BPBP
Branding Comeback Challenges
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
Digital Watch: WahlAT&T
Rethinking Possible With Transmedia Storytelling
paperGlobal Competitive [Ad]vantage
The latest from GeoEdge
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
MetaluxuryMeta-Luxury
Brands and the pursuit of excellence

Advertisements