ad watch

M&M's Scores With YouTube Users as Most Popular Super Bowl Commercial

Posted by Shirley Brady on February 20, 2012 01:06 PM

M&M's "Just My Shell" reveal of Ms. Chocolate was the most popular Super Bowl 2012 commercial, as voted on by YouTube users in its thumbs up/thumbs down Ad Blitz contest. The new character reveal of the brand's "Chief Chocolate Officer" was no doubt helped by a post-game social campaign around the character.

Rounding out the top five, Chrysler's "Halftime in America" spot featuring Clint Eastwood was #2, Bud Light's "Rescue Dog" (aka "Here Weego") was #3, Chevy Silverado "2012" was #4 and the Doritos Crash the Super Bowl fan-created "Man's Best Friend" was #5.

chew on this

Why Wendy's is on a Roll

Posted by Mark J. Miller on February 9, 2012 03:35 PM

Things haven’t been great at Wendy’s in recent years, but now it looks like the little pigtailed redhead has got plenty to smile about.

The chain hired a new CEO, Emil Brolick, last September. He called the chain’s recent financial troubles “self-inflicted wounds” at the company’s earnings call in late January, according to the Associated Press.

Wendy’s sold off Arby’s last summer, which was the start of its transition. Since Brolick’s arrival from Yum! Brands, Wendy’s has moved firmly into the growing fast-casual movement by “sprucing up the chain's locations and stressing the importance of good service,” MSN reports. "We've made great progress in getting rid of those F restaurants and getting more A's and B's, but we're still in that territory," Brolick stated in January.

Its improvement has also come from the introduction of new items on its menu, such as the W burger, which is “two patties of 100% pure beef, two slices of American cheese, thick-sliced tomato, and (the company’s) savory signature sauce — all on a buttered, toasted bun” for $2.99.

The restaurant also updated its trademark burger by introducing a revamped Dave's Hot 'N Juicy cheeseburger with a thicker patty and more cheese than its previous offering, and a back-to-its-roots marketing campaign that evoked the brand's legacy by featuring the original Wendy — Wendy Thomas, the daughter of founder Dave Thomas — in advertising and local appearances.Continue reading...

campaign tactics

Super Bowl Ad Tracker: M&M’s Ms. Brown Makes a Post-Game Splash on Social

Posted by Mark J. Miller on February 8, 2012 05:01 PM

M&M’s introduced its new spokescandy during the Super Bowl Sunday evening when the bespectacled Ms. Brown, the candy brand's 70-year-old (but still looking good) CCO or Chief Chocolate Officer who made her debut in a commercial called "Just My Shell." And it was a shelluva debut indeed.

It used to be that just running a Super Bowl commercial was enough excitement for a corporation’s agency and marketing/communications teams at this time of year, but given the pre- and post-Game buzz marketing on social media that's the norm, M&M's marketers at Mars, Inc., are pulling out the stops for Ms. Brown.Continue reading...

brand mascots

British Charity Mascots Rev Up Olympic Spirit

Posted by Mark J. Miller on February 7, 2012 11:14 AM

While the world’s best sprinters, hurdlers, and hammer throwers are fine-tuning themselves for this summer’s Olympic Games in London, there is a small army of big fluffy beasts that are doing the same.

But it’s for a totally different 100-meter race than the one that will find the world’s speediest man and woman wearing gold medals. This one is for charity mascots.Continue reading...

ad watch

Super Bowl Ad Tracker: Sneak Peeks From Coke, Audi,, Suzuki

Posted by Dale Buss on January 26, 2012 05:50 PM

The huge pricetag for Super Bowl advertisements keeps all but the biggest and boldest brands away. But with inventiveness, other brands are finding ways to ride the Big Game zeitgeist without having to fork over Big Game prices.

Suzuki, for example, in the past has proven adept at skirting the expensive national spots in the Super Bowl in favor of a regional strategy, and the Japanese auto brand is doing the same thing this year — even bigger.

Instead of joining the cacophony of national car ads at $3.5 million a pop, Suzuki will focus its regional buy in 21 core cold-weather markets for ads to run in locally allocated slots during the game. Suzuki will highlight the all-wheel-drive version of its Kizashi sport sedan in a slush spot (titled "Sled") which you can watch below — along with Super Bowl 46 sneak peeks from Audi, Coca-Cola and reading...

let the games begin

Chinese Olympic Mascot Toys Embroiled in Sweatshop Claims

Posted by Mark J. Miller on January 25, 2012 11:01 AM

The Olympic motto is Citius, Altius, Fortius ("Faster, Higher, Stronger"), but perhaps the word “cheaper” should be added. Toy versions of the Olympic mascots Mandeville and Wenlock are being made at a Chinese subcontractor to British firm Golden Bear Toys, with the mainland China factor now being investigated for “poor pay and conditions.”

Telford, UK-based Golden Bear was given the toy contract back in 2010 and it is now investigating the allegations along with the London Organizing Committee of the Olympic Games, the BBC notes. "We are a family-run business that takes these issues very seriously indeed and has in place certificates of compliance at all factories used to produce our products," Golden Bear Chairman John Hales said in statement to the BBC. "We are therefore in the process of conducting an immediate investigation and will be able to comment on these findings as soon as they are known to us.”

A London 2012 spokesman said that results of the investigations would be made public as soon as they are concluded, the BBC reports.Continue reading...

auto motive

NAIAS Watch: Michelin's Bibendum Gets a Defender

Posted by Dale Buss on January 10, 2012 01:02 PM

Michelin, like the auto-vehicle brands it supplies with tires, has noticed a long-term change in how car owners in the United States and worldwide regard new-vehicle purchases: They don't want to make them as often. This has resulted in a record level of what the industry calls "pent-up demand," as the average age of cars on the road has grown to more than a decade now — and demands various kinds of responses from brand marketers.

The approach being taken by the French global tire-industry leader is to make it easier for Americans to keep their cars longer. Michelin's new Defender tire, given its worldwide debut at the North American International Auto Show in Detroit this week, is aimed squarely at this new reality by promising, among other things, to last up to 90,000 miles.Continue reading...


Ute and Aboot: University of Utah Sticking with Utes

Posted by Mark J. Miller on January 6, 2012 02:06 PM

The University of North Dakota’s basketball team went out onto the court for the first time in eternity without its old nickname, the Fighting Sioux, attached to them. No Native American mascot roamed the sideline, either. This came after a massive, years-long battle against the NCAA, which gave the word back in 2005 that colleges and universities needed to ditch their Native American sports monikers because they had been deemed offensive.

The University of Utah Utes, named for an American Indian tribe, have been sensitive to the issue for some time. Back in 1996, the school got rid of its Hoyo mascot and introduced Skyhawk. The Utes name, though, has stuck with the program and will for some time. The Salt Lake Tribune reports that the school isn’t going to change its name and will stick with its “drum and feather” logo, though it isn’t clear for how much longer those symbols will stick around.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?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

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