license to thrill
Posted by Mark J. Miller on September 12, 2012 12:57 PM
Forget martinis and even Heineken if you want to Be Bond. Coca-Cola would like you to think, and drink, Coke Zero to get your 007 on.
When the twenty-third James Bond film, Skyfall, hits screens worldwide on October 26, Bond and brand watchers will paying close attention. The upcoming movie got an unprecedented plug from the monarch atop Her Majesty's Secret Service during the opening ceremonies for the London 2012 Olympics. The film also created a bit of stir to fans of the series because beer giant Heineken struck a deal to get some product-placement within the film, even though Bond has long been known as a fan of mixed drinks, particularly the martini.
You might say fans were shaken, not stirred, by the news — but thanks to the marketers at Coke, they have a non-alcoholic way to imbibe Bond.Continue reading...
Posted by Mark J. Miller on September 11, 2012 05:10 PM
Andy Warhol helped establish Lou Reed's old band, Velvet Underground. The Rock and Roll Hall of Famers used to be the house band at Warhol’s Factory happenings in NYC and laid down the tunes at the famed artist’s exquisitely named Exploding Plastic Inevitable events. Heck, Warhol managed the band in its early days.
Perhaps most famously of all, Warhol's painting of a banana graced the cover of the band’s 1967 debut, The Velvet Underground & Nico, inarguably one of the most influential rock albums of all time despite not selling many copies when it first came out. Brian Eno reportedly quipped that only 10,000 people bought the disc, but all of them went out and then formed bands.
So Warhol’s banana, which he never trademarked, became a symbol of that album and the rock revolution that marked the decade. So when the Underground’s lawyers got word that the Warhol Foundation had licensed the image for use on iPhone and iPad products, a suit was filed; it marked a moment of incongruity to a relationship that had long seemed harmonious.Continue reading...
Posted by Mark J. Miller on September 7, 2012 10:10 AM
The London Olympics have been over for nearly a month and most Americans have pretty much forgotten – if they ever even knew – the names of such competitors as wrestler Jacob Varner, diver David Boudis, and boxer Claressa Shields.
Sure, they all won gold medals, but in sports that Americans watch by the millions. Gymnast Gabby Douglas and swimmer Ryan Lochte, who were two of the biggest American brands coming out of the Games, are lucky enough to have selected sports that more U.S. residents care about. So these two, along with the marketing geniuses assigned to them, are doing everything they can to help Americans stick their names into the permanent memory book that already features such folks as Bruce Jenner, Mary Lou Retton, and Eric Heiden.Continue reading...
Posted by Barry Silverstein on August 16, 2012 01:03 PM
One of the lasting memories of the London 2012 Olympics is hard to overlook: the measurable impact of women on the Games. More women competed than ever before, more women won medals and, Michael Phelps not withstanding, women garnered more of the media attention. In addition, it seems Procter & Gamble, Visa, and other brand marketers fell all over themselves trying to tie their brands to the success of female athletes.
But now it's football season in the U.S. and, surprisingly, the focus remains on — you guessed it — women. The National Football League, never one to miss a brand marketing opportunity, is kicking off a campaign called "It's My Team." The target audience for a merchandising push that started last September is 85 million female football fans — almost half of the NFL's fan base. "We realized that while we had terrific products for women, we needed to build awareness," said Tracey Bleczinski, VP of consumer products, in an interview with Marketing Daily. "We have gone after it in a much more significant way and the response from our female fan base has been tremendous." Continue reading...
Posted by Mark J. Miller on August 13, 2012 11:03 AM
We've just passed the 50th anniversary of Marilyn Monroe’s death from an overdose of barbiturates, but the world still can’t keep its collective eyes off of her visage — or brand. She may not have an annual week dedicated to her as Elvis does, but her doe-eyed, beauty-marked visage is stronger than ever.
Forbes, which has made something of a cottage industry out of tracking dead celebrities' brands, estimates that Monroe pulled in $27 million in 2011, third behind Michael Jackson and Presley in the dead-celeb sweepstakes.
Her image and likeness are controlled by Authentic Brands Group and partner NECA, which purchased the Monroe brand in 2010. The plan in process now, according to the Associated Press, is to upgrade “Monroe offerings from trinkets to cosmetic lines, spas, salons and apparel.”Continue reading...
Posted by Abe Sauer on August 8, 2012 01:21 PM
When one thinks of Target, it's certainly fitting to imagine the retailer as an outlet for the teenage girls that form the bulk of The Hunger Games' most dedicated fan base. What may not be so fitting to the Target brand and clientele are the terms like "14-carat gold replicas" and "$999 each." Yet, this is what Target is dangling as one of the marquee features of its exclusive Hunger Games DVD release event.Continue reading...
Posted by Shirley Brady on August 3, 2012 06:11 PM
We have an update on a story we published earlier this week about the confusion arising between South Africa's 466/64 Fashion line, which is launching in the U.S. and plans to stage a show at New York Fashion Week next month, and the Nelson Mandela Foundation.
According to Erin Patton, CEO of Company B — the exclusive license holder for 466/64 Fashion in North America — the company never claimed the direct involvement of Mandela or his foundation in 466/64. As Patton was quoted by WWD on Aug. 2nd, Mandela "is not directly involved. That was never intimated. All the press materials say it was inspired by him." (Italics ours.) As Patton also told the Daily Beast, "We have a guarded approach so that we are not overly commercializing his image."
To counter the claims to the contrary by the North American representatives for the Nelson Mandela Foundation, the Dallas, Texas-based Patton asked us to share a statement by Sello Hatang, a spokesperson for the Mandela Foundation in South Africa, to clarify the backstory to the clothing line.Continue reading...
Posted by Mark J. Miller on July 31, 2012 12:55 PM
Coca-Cola ♥ the Olympic Games. After all, the soda maker has been lapping up the Olympics for every bit of marketing goodwill it can get for more than 80 years.
Now this year’s Olympics are in full swing and Coca-Cola can see the light at the end of the tunnel of its Move to the Beat campaign with singer Katy B and producer Mark Ronson that kicked off ahead of its sponsorship of the 8,000-mile Olympic torch relay. It's been a busy year with a variety of London 2012 marketing tie-ins.
And now Coca-Cola is extending its musical chops in a just-announced partnership with will.i.am to launch a sustainability-collaboration platform for brands dubbed EKOCYCLE, which is partnering to produce greener Beats by Dr Dre headphones — a brand that isn't music to the London Olympics organizers' ears.Continue reading...