brand extensions

Pepsi Kicks the Ball Downfield with Soccer-Themed Clothing Collection

Posted by Mark J. Miller on May 22, 2014 04:02 PM

In yet another timely play for soccer fever, Pepsi has launched a limited-edition clothing collection meant to capture the "art" and creativity behind soccer. 

The Live for Now Capsule Collection features clothing, accessories and electronics created by international designers including Original Penguin by Munsingwear, B&O PLAY, Gents, Goodlife, Del Toro and SHUT. 

The line, which overlaps Pepsi's "The Art of Football" initiative—celebrating soccer without being a FIFA World Cup sponsor—with its global Live for Now branding campaign, will be available at Bloomingdale's in the U.S., Colette in Paris, and Liberty in London.Continue reading...

license to thrill

Disney's Maleficent Scares Up Some High-End Brand Extensions

Posted by Abe Sauer on May 22, 2014 01:56 PM

$75: That's how much you'll be set back after springing for the "Max t-shirt" from Stella McCartney's Maleficent collection. The shirt, mind you, is the least expensive item in the exclusive line. 

But $185 "Linda Glitter Sandals" are just the tip of the Disney castle turret when it comes to the tie-ins aiming to capitalize on the upcoming film. The House of Mouse is planning for Maleficent—the gritty retelling of Disney's saccharine tale of Sleeping Beauty—to be a huge summer hit. Starring Angelina Jolie (as an approximation of how a lot of people think about her), the film is projected to pull in hundreds of millions at the box office.

While it's no surprise to see Disney's merchandising machine fire on all the usual cylinders (the Disney Store is already well stocked), Maleficent does boast some unusual—and upscale—marketing partners.Continue reading...

brand revival

Rail Services Take on New Life with Investments in the Arts, Luxury

Posted by Mark J. Miller on May 14, 2014 05:02 PM

Arts programs are generally on the chopping block when it comes to government funding, but one U.S.-owned organization is going the extra mile to push the arts forward: Amtrak.

The national train service, which launched a writer-residency program back in March, is helping fund a mural project in Philadelphia that will span several buildings along the rail line.

"There are some things that we can do better than other competing modes of transport, and that is to provide the traveler with a deeper engagement with the diverse landscape," Stephen Gardner, an Amtrak vice president told the Wall Street Journal. "One of our taglines is, 'Enjoy the Journey.'"Continue reading...

brandcameo

Brandcameo: Watch Godzilla Eat, Crush and Terrorize 16 Brands

Posted by Abe Sauer on May 13, 2014 02:39 PM

Every few years it seems, Godzilla pops up again to do what he's always done. No, not destroy metropolises. Pitch product.

While there is already speculation about whether or not this year's Godzilla reboot will flop badly enough to kill the movie franchise, one thing is for sure, Godzilla will always be back as the spokescreature for something. After all, the big guy has had a far more lurcrative career in advertising than in Hollywood.

Below, a look back at some of Godzilla's greatest hits, and a peek at the product placement in store for the new Godzilla movie.Continue reading...

brand extensions

Common Score: Angry Birds Targets Education and Common Core Debate

Posted by Sheila Shayon on May 8, 2014 10:55 AM

Finland's Rovio, creator of the Angry Birds juggernaut, this week announced a surprising brand extension: education. The game-maker is now marketing early childhood curriculum worldwide based on the popular app which has seen billions of downloads worldwide.

Angry Birds Playground is based on the Finnish national curriculum for Kindergarten (ages 3 to 6). According to the Washington Post, it's a mash-up of free play, physical exercise and tech tools, “a reconfigured learning environment, as well as some of the popular Angry Birds characters, to maximize learning through engagement.”

Finland wants to corner the global market on fun learning. Decidedly different from Japan or South Korea (where students routinely get top-scores on international tests), compulsory education in Finland begins at seven, the school day is shorter than in most other countries and there are no nationalized tests.

"It's not just games we're talking about here: it's a full 360-degree approach to learning, where games are just one part of it. It's not learning by sitting down and playing with a digital device," Rovio VP of learning and book publishing Sanna Lukander commented to the Guardian. "There's a real substance to it, and a healthy balance between rest, play and work.”

"We have to think about the children," Angry Birds co-founder, "Mighty Eagle" and CMO Peter Vesterbacka commented on Twitter. "Let kids be kids longer. Learn through play #funlearning."Continue reading...

branding together

Hello Kitty x Playboy Partners on Not-for-Kids Collection for Colette

Posted by Abe Sauer on March 12, 2014 02:33 PM

Hello, Kitty! Beloved Japanese children's icon Hello Kitty had officially teamed up with Playboy. Yes, you read that correctly. Not the most obvious brand collaboration, the two entertainment brands are being brought together by cutting-edge French fashion retailer Colette. The co-branded collection consists of everything from socks to lighters to cameras to sucettes (lollipops). Obviously not geared for kids—and you will never look at Kitty the same way again...

brand extensions

SELF Builds Out Lifestyle Brand with New Frozen Foods Line

Posted by Sheila Shayon on February 26, 2014 10:57 AM

With the print business in survival mode, it's no surprise that Conde Nast, one of the world's largest publishers of magazines, is looking for new branding opportunities. 

One print brand ripe for extension is SELF magazine, which just launched its own line of frozen meals in 2,900 stores in 37 US states, including Kroger, Stop & Shop and Whole Foods under the SELF Healthy Kitchen brand. 

“It should be easy to be healthy, and that’s why we’ve created SELF Healthy Kitchen," said Lucy Danziger, SELF editor-in-chief in a press release. “Our point of difference is that these meals will be both delicious and good for your body. Health-minded consumers looking for convenient, economical ways to eat better will love every bite!”

SELF’s editors teamed up with award-winning Chef Calvin Harris’s Benevida Foods to create the new line that features eight entrées such as Southwest Style Chicken Enchilada with Rice and Sweet Potatoes, Three Cheese Lasagna with Beef and Marinara and Steak with Portobello Mushrooms in a Red Wine Sauce, with single-serving meals averaging $4.99.

“When you enjoy a SELF Healthy Kitchen meal, you can trust that you’re eating quality ingredients because I sourced them myself,” said Chef Calvin Harris in the press release. “This is food that will not only make you feel good, but you’ll feel great about feeding to your family.”Continue reading...

sip on this

Is Dumb Starbucks Brewhaha a Tempest In a Teapot? (Update: Mystery Solved)

Posted by Abe Sauer on February 10, 2014 02:47 PM

Not since The North Face sued The South Butt has the world seen a case pitting the free speech right of parody against the rights of a trademark holder.

Dumb Iced Coffee, Dumb Frappuccinos and Dumb Brewed Coffee—with the option of picking up a disc of the latest Dumb Jazz Standards—are just a few of the products awaiting customers at the new Los Feliz, Calif. cafe, "Dumb Starbucks." Is it a real thing or an an artist's statement about Starbucks? And if it is the latter, does the artist know it's 2014 and not 2004?

Customers waited for hours over the weekend to sip on free Dumb Iced Coffee and Dumb Frappuccinos in the curious "Dumb Starbucks," its interior decorated to match a typical Starbucks, with a "Dumb" menu and all. But the new shop situated next to a laundromat in a Los Angeles neighborhood was sure to make clear that it is not in fact a Starbucks. According to a posted FAQ statement, the cafe-as-art says, "Dumb Starbucks is not affiliated in any way with Starbucks Corporation. We are simply using their name and logo for marketing purposes."Continue reading...

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