2014 Brandcameo Product Placement Awards

brand mascots

Kia Brings Back the Hamsters for Kia Soul Commercial and Music Video Contest

Posted by Mark J. Miller on September 10, 2012 06:19 PM

U.S. auto sales had their best month in three years in August, but you don’t necessarily have to put out any cold, hard cash if you want some new wheels. It might help, though, if you can dance and know how to operate a video camera.

Korea’s Kia Motors is offering up a brand spanking new $14,400 2013 Kia Soul for whoever can come up with a 90-second music video that judges and consumers fall for — and raises the question of whether Kia has accepted the mantle of "hamster brand" after its CMO told Ad Age he wanted to avoid that nickname.

The contest ties in with its latest Hamsterrific ad campaign, the "Bringing Down the House" commercial that debuted during the MTV Video Music Awards telecast last week, that features those shuffling hamsters again — only this time around they go back in time to win over a snooty crowd of pompadoured, poufy opera fans.Continue reading...

branding together

Can the NFL Do For Quaker What It Did For Prime-Time TV?

Posted by Dale Buss on September 4, 2012 05:41 PM

Can football heroes do for Quaker Oats what rocket men couldn't? PepsiCo has added its Quaker and Tropicana brands to the stable of products covered by its big partnership with the National Football League, and for Quaker, which is partnering with the kid-oriented NFL Play 60, the tie-in couldn't have come too soon.

PepsiCo is kicking off the new NFL season, the first of its new 10-year deal with the league which includes a return to Super Bowl advertising, by deploying more NFL-themed displays than ever before and by highlighting its traditional blue-can Pepsi more than ever. The $2.3-billion deal, one of the largest sponsorships in U.S. sports history, involves the new brands as well as the original Pepsi, Gatorade and Frito-Lay brands.Continue reading...

London 2012

London 2012 Watch: McDonald's All-Star Olympics Crew Includes Mayor McCheese

Posted by Shirley Brady on July 30, 2012 05:42 PM

We've noted how McDonald's, as one of the TOP sponsors of the London 2012 Olympics, is promoting its new lower-calorie menu and Team USA contest in the US, and encouraging kids (and adults) in the UK to get active and check out its revamped Happy Meal, among other local marketing efforts ahead of the games.

The company brought its top executives to London for the Games opening last week, where the big message was "McDonald's Takes Olympic Stage to Announce Advances in Children's Well-Being, Menu Innovation and Access to Nutrition Information."

Now the Summer Games have started, the fast-food giant is rolling out digital and social content that aims to "match the fun, competitive spirit of the Olympics," according to a spokesperson.Continue reading...

London 2012

P&G Creates Home Away From Home for Athletes and Families at London Olympics

Posted by Dale Buss on July 27, 2012 03:56 PM

Procter & Gamble had a good thing going with its mom-focused global campaign heading into the London Summer Olympics, and so like the world-class marketers they are, the company is trying to extend the string of positive impressions throughout the Games.

To that end, P&G CEO Bob McDonald and Global Brand Building Officer Marc Pritchard joined the mothers of several Olympic athletes and other P&G executives to virtually "ring" the opening bell of the New York Stock Exchange "remotely" — from the P&G Family Home pavilion in London.Continue reading...

brand mascots

Chuck E. Cheese Relaunches From Goofy Cartoon Mascot Into Hip Rocker

Posted by Shirley Brady on July 4, 2012 10:54 AM

Chuck E. Cheese, the namesake mascot (mousecot?) of the pizza restaurant/kids arcade chain that was founded by the founder of Atari, is getting a makeover.

Following a teaser campaign on Facebook, the cartoon-like kid-appealing critter is getting hipper and adding some rock star 'tude (which keeping the purple and green t-shirt) via a national ad campaign in the U.S. that will break on July 5th. The new voice of Chuck also brings rock star cred to the character: Jaret Reddick, the lead singer of Bowling for Soup.

According to comments by CEC Entertainment CMO Scott McDaniel to Screen, the goal of the mascot refresh is to 

"contemporize Chuck E. Cheese in a very respectful and engaging fashion. Chuck E. is the hero at the heart of our restaurants. For the first time in years, we’re changing the way we communicate with our key patrons – kids.” The “Chuck E. Rocks” campaign comprises television, digital and in-store components. Four TV spots, “Belonging,” “Fun,” “Power” and “Birthdays,” each named for something a child experiences at Chuck E. Cheese’s, showcase kids doing what they do best at Chuck E. Cheese’s – having fun."Continue reading...

brand mascots

Meet Kellogg's New Cereal Thriller: The Crunchy Nut

Posted by Shirley Brady on June 14, 2012 12:29 PM

Kellogg's Crunchy Nut cereal introduced a new brand mascot, the tongue-in-cheek masked superhero "The Crunchy Nut," with a cameo on Jimmy Kimmel Live last night — watch it below.Continue reading...


Twitter's New Logo Takes Flight

Posted by Shirley Brady on June 6, 2012 01:28 PM

Twitter unveiled a new logo today — a simplified version of "Larry," its iconic blue bird, that's slimmer, streamlined (and bald), and looking up — that's been in development for nearly two years. Larry, by the way, is also the internal nickname for Quaker Oats' mascot, who also just revealed a slimmer physique.

A blog post by Twitter's creative director Doug Bowman says that "from now on, this bird will be the universally recognizable symbol of Twitter," and that "there's no longer a need for text, bubbled typefaces, or a lowercase 't' to represent Twitter." (Indeed, Twitter.com has only shown a bird logo — Larry's tonsured, slightly chunkier iteration — since last December.) The company added:

Our new bird grows out of love for ornithology, design within creative constraints, and simple geometry. This bird is crafted purely from three sets of overlapping circles — similar to how your networks, interests and ideas connect and intersect with peers and friends. Whether soaring high above the earth to take in a broad view, or flocking with other birds to achieve a common purpose, a bird in flight is the ultimate representation of freedom, hope and limitless possibility.

The logo was announced with a hashtag, of course — #twitterbird. Twitter co-founder Jack Dorsey tweeted, "One simple bird, from just three simple circles. I'm proud of the team for this beautiful new representation. ‪#simplify‬"

More details in the usage guidelines and video below.Continue reading...

social marketing

Sun-Maid Brand, at 100, Brings Their Quintessential California Girl to Facebook

Posted by Sheila Shayon on May 21, 2012 10:10 AM

Raisins went mainstream thanks to the classic California Raisins television claymation commercial in the 1980's featuring I Heard it Through the Grapevine as its signature anthem.

Fast forward to 2012 and raisins are raising interest once again with the Sun-Maid Raisin Girl’s launch on Facebook to help celebrate the brand's 100th anniversary. That's her doing yoga on the beach, above — she's presumably a pro at the sunrise salutation, too.

"While the process of making raisins and dried fruits has remained relatively unchanged over the past century, information technology and international commerce continue to close the distance between the grapevine and consumer," stated Sun-Maid President Barry Kriebel.Continue reading...

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