campaign tactics

Keystone Light Mull(et)s Next Steps for Pervy Pitchman Keith Stone

Posted by Abe Sauer on September 12, 2011 10:08 AM

One part Old Spice Guy, one part that guy your parents told you to stay away from, Keystone Light spokesidiot "Keith Stone" is ineffably appealing. For over two years, Keith Stone has been reaping the breakfast of the kinds of champions who drink beer for breakfast, in the process winning a bit of a cult fanbase.

He's irreverent, but then so is audibly passing gas in polite company. The question is, does he work for the brand?

"In developing the Keith Stone campaign, we wanted to literally bring the brand’s 'Always Smooth' essence to life in a way that is impactful and relatable to our Keystone Light drinker. We did this through the creation of an ownable brand hero," Brand Manager Elina Vives told brandchannel, adding, "Keith Stone is the MC of Smoothness."Continue reading...

brand mascots

Tony the Tiger Now Grrreat! with Dads

Posted by Dale Buss on September 9, 2011 09:48 AM

Tony the Tiger is changing roles with the times, and so is advertising for the Kellogg's Frosted Flakes that he has so distinctively represented for 60 years. The cereal giant is asking its venerable mascot to play offense instead of defense in a new approach to advertising its so-non-PC sugary cereal.

Kellogg's TV ad features an athletic Tony clowning around in the back yard with a father, his young son, and playing baseball.

With the noose tightening around Kellogg's freedom to advertise Frosted Flakes to kids, because regulators and activists are trying to further throttle promotion of suspect foods directly to children, the company has decided to try some new tactics.

Instead of targeting moms, Kellogg's is aiming directly at fathers. As Ad Age notes, more dads are buying groceries these days, and more fathers say they're eating Frosted Flakes along with their children.Continue reading...

ad watch

Old Spice Introduces Post-Old Spice Guy Sea Captain

Posted by Shirley Brady on September 7, 2011 11:03 PM

Old Spice is trying a variety of spokesmen in the wake of Old Spice Guy Isaiah Mustafa's face-off (then sign-off, though the character's still tweeting) with Fabio this summer. Here, the sea captain for its Swagger line, described as: "Here's a video about a man who smells better than normal and a wife that wants to kiss his lips more than normal. Nothing is normal." The tagline: "Smell better than yourself." (h/t Mashable)

fashion week

Barbie vs. Target x Missoni's Marina: The Duelling Dolls of Fashion's Night Out

Posted by Shirley Brady on September 7, 2011 02:03 PM

Fashion's Night Out revellers can tag along with two dolls with social moxie as they navigate the FNO mayhem tomorrow night. (Who said fashion-lovers are plastic?)

Shoppers/partiers in NYC may catch the Mattel-sponsored Barbie double-decker bus between the stores of five brands (Alexis Bittar, Alice and Olivia, Loomstate Organic, Rogan, and Tracy Reese) as part of a virtual and in-person game dubbed Barbie Loves FNO. (Fans can also play along on Twitter @BarbieStyle.)

Barbie's not the only doll working FNO on September 8th — meet Marina.Continue reading...

brand mascots

Time Warner Cable Sends Road Runner Packing

Posted by Mark J. Miller on August 11, 2011 10:00 AM

Time Warner Cable has finally done what Wile E. Coyote has attempted to do with every tool imaginable for eons: rid the screen of that pesky Road Runner.

The little speedster has been a longtime mascot for the cable operator's high-speed Internet service, called Road Runner, but the mascot is being “replaced by the line drawing of a human eye and ear that is used to promote TWC's cable-TV and phone services,” Fortune (another Time Warner property) reports.

A vestige of the days when Time Warner Cable was part of Time Warner (it was spun off in 2008 in a separation that was finalized the following year), the speedy Warner Bros. cartoon character was adopted by the company's cable operation as the brand for its high-speed Internet service, which will still be called "Road Runner," but now comes in many more flavors including Road Runner Mobile, PowerBoost and WiFi hotspots.Continue reading...

logo no-no

Wisconsin High School Loses Offensive Mascot

Posted by Mark J. Miller on July 22, 2011 10:00 AM

It’s not really clear who or what the students of Wisconsin’s Osseo-Fairchild will be rooting for when the next sports season gets rolling, but one thing one is very much known: They won’t be rooting for the Chieftains.

Further to our story last month, WQOW reports that the school district “is completing the process of permanently removing the ‘chieftain’ logo and nickname from the district.”

In July of last year, the district was given 365 days to get rid of the logo and mascot by the Department of Public Instruction.

As of July 17th, “any reference to the ‘chieftain’ logo or nickname is no longer allowed by the district," WQOW notes.

It looks like the bill that Republican state representative Mary Lazich was proposing that would have allowed schools to take until July of next to make the transition (in order to deal with any financial stress involved, of course) didn’t go anywhere.

brand collaborators

Pepsi Takes Summer Campaign Global with Foursquare

Posted by Sheila Shayon on July 13, 2011 03:00 PM

Pepsi has partnered with Foursquare to globalize the badge concept as part of its "Summer Time is Pepsi Time" campaign — you know, the one that has fun with "Coke's" Santa. Now, Foursquare check-ins are encouraging fans to unlock Pepsi's summer fun.

This isn’t Pepsi’s first partnership with Foursquare, as they first teamed for charity in December 2009, with a Christmas pledge drive to donate 4 cents to CampInteractive for New York-based check-ins.

This new campaign, which officially launched July 4th weekend, takes the action to designated locations including beaches, pools, parks, ballparks and stadia. Check-in at any three venues earns users badges and qualification for sweepstakes prizes.Continue reading...

brand mascots

Punxsatawney Phil Predicts No More Knock-Offs

Posted by Mark J. Miller on July 1, 2011 12:30 PM

Punxsatawney Phil and his Groundhog’s Day celebration on Gobbler’s Knob in Western Pennsylvania have had a following of sorts for many years.

The 1993 romantic comedy, Groundhog Day, starring Bill Murray and Andie MacDowell, upped the town’s annual event and profile significantly.

Today, mobile-phone users can sign up and receive texts to find out if Phil has predicted six more weeks of winter or an early spring.

Phil and the top-hatted local officials who carry him around on Groundhog Day have become so recognizable that a cable network's use of him in a Super Bowl TV commercial — without asking permission — revealed just how much Phil means to the good people of of Punxsatawney, PA.Continue reading...

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