Posted by Mark J. Miller on January 22, 2014 06:39 PM
America's biggest ad derby may be the Super Bowl, but the entire globe has the World Cup, an event, as Ad Age puts it, that is like "having the Super Bowl every day for an entire month.”
Ad deals related to the Cup are bringing in enormous amounts of money—much more than the $4 million-per-spot price tag of this year's 30-second Super Bowl ads. Brazil’s largest TV network, Globo, which has exclusive broadcast rights for the Cup, has struck deals with eight major companies—AmBev, Coca-Cola, Banco Itau, Johnson & Johnson, Hyundai, Nestle, wireless business Oi and local retailer Magazine Luiza—that will see the companies pay out a combined $600 million in order to occupy “451 thirty-second TV commercials, hundreds of quick mentions with visuals when announcers talk about World Cup games, and 359 5-second commercials created by Globo that feature four marketers at a time and run at the beginning and end of soccer games and other programming, and during commercial breaks,” Ad Age reports.
And that’s just what Globo is getting. Networks across the world are getting nearly as big a piece of the ad pie. After all, at least 1 billion people watched the final of the 2010 World Cup in South Africa and 3.2 billion caught part of the Cup at some point during the month.Continue reading...
brand vs. brand
Posted by Mark J. Miller on January 21, 2014 04:58 PM
Kit Kat and Cadbury have had their fair share of squabbles. Most recently, Nestle's KitKat blocked Mondelez-owned Cadbury from trademarking its signature purple hue that it has used for years, but now Cadbury has struck back.
The UK's biggest chocolate maker has been trying to block KitKat from trademarking the shape of its candy bars—which has been in use since about 1935—in the UK. The case is now being reviewed by the European Union Court of Justice in Luxembourg. Nestle already holds the trademark for the bar in the rest of Europe.
But the legal wrangling hasn't kept KitKat from furthering its brand.Continue reading...
Posted by Dale Buss on January 21, 2014 09:08 AM
Nestle opens world's first Kit Kat boutique in Tokyo as Cadbury keeps fighting candy bar's trademark shape in UK.
PepsiCo axes stevia-sweetened Gatorade products as Mtn. Dew plans big spending boost behind Kickstart and Diet Dew.
Twitter makes racial diversity an ad-selling point.
AT&T plans to take orders this week for new flexible-screen smartphone from LG.
Build-a-Bear appoints new CMO and "brand bear."
Burger King wins free primetime Super Bowl radio ads in UK.
Facebook sees leveling off of decline in teens.
Ford embarks on quality push in time to improve before important '14 product launches.
Infiniti eyes bolder sub-brand.
Intel sells under-developed online-TV line to Verizon.
Jeep eyes 37 percent sales boost this year as feds end controversial recall investigation of Grand Cherokee and Liberty models.Continue reading...
chew on this
Posted by Dale Buss on January 17, 2014 04:49 PM
As Hershey and its Reese's Peanut Butter Cup franchise brace for a Super Bowl marketing push for the new Butterfinger Peanut Butter Cup from Nestle, it's not like Hershey is just standing still bracing for the impact. The venerable chocolate brand created a new brand for China, for example.
And now Hershey is trying to harness one of the hottest digital technologies, 3D printing. Three-dimensional printing, of course, involves the layered deposition—or "printing"—of just about any material following a digital pattern of minuscule detail.
There's no reason food can't be printed like anything else in this technology. NASA, for instance has spent $125,000 funding a 3D pizza printer that could potentially be used to prepare space food, according to Fast Company.Continue reading...
The Big Game
Posted by Dale Buss on January 16, 2014 07:12 PM
With GoDaddy.com and Axe forgoing their recent Big Game titillations this year in favor of more serious outreaches to their respective demographic targets, a perhaps-unlikely CPG brand apparently will be coming to the aid of Super Bowl viewers who count on some adverteasing along with their football.
Nestle-owned Butterfinger will air its first-ever Super Bowl spot on February 2 for its new Butterfinger Peanut Butter Cups, and its teaser suggests that the ad will be what USA Today called "racy." The video online now shows a couple—peanut butter and chocolate—seeking couples counseling for their relational woes.
Among other snippets, the previous patients, cheese and crackers, are seen emerging from the therapist's office fondling a salami and snickering. The therapist jokes with the sweet and salty couple, "Don't you think it would be nice to try something new—and crunchy?"Continue reading...
Posted by Dale Buss on January 16, 2014 09:22 AM
Apple settles FTC complaint over app charges on kids with deal to refund $32.5 million, while China Mobile eyes iPhone sales bonanza, with more than 1 million pre-orders ahead of Friday's launch.
Microsoft may pay $2.6 billion to Samsung and others to make Windows phones as rumors cite Ericsson CEO to replace Steve Ballmer.
JCPenney plans to close 33 stores and slash 2,000 jobs.
AOL unloads most of Patch to private equity firm.
AT&T ends long-running American Idol sponsorship.
Axe features Kim Jong-Un lookalike in Super Bowl spot.
Best Buy reports holiday sales decline.
Charter is talking with Comcast about new bid for Time Warner Cable, report says.
Citi replaces debit cards after Target data breach.
Facebook revamps ads to compete with Google.Continue reading...
chew on this
Posted by Dale Buss on January 9, 2014 02:58 PM
Apparently you're damned if you do, and you're damned if you don't—at least if you're a consumer packaged goods company. That's one of the big lessons of the reaction to this week's announcement that CPG companies have more than quadrupled the goal in their pledge to reduce the total calories contained in their products over the last five years.
Critics quickly wondered whether the companies should be getting credit, or just American consumers who've been making "better" eating choices. But more on that later.
The total calories in products sold by 16 of the nation's largest food and beverage companies—ranging from Coca-Cola to PepsiCo, General Miils to Kellogg, Kraft to Nestle —dropped by 6.4 trillion from 2007 through 2012, according to an independent evaluation funded by the Robert Wood Johnson Foundation.Continue reading...
Posted by Dale Buss on January 8, 2014 09:23 AM
Yahoo overhauls its advertising platforms as Mayer puts on a show at CES.
Alibaba integrates its payment service with China's Sina Weibo.
McDonald's looks to use sustainable beef by 2016.
Airbus names new US chief.
Amazon makes it difficult for new hires to stick.
Barnes & Noble promotes Nook head to CEO.
Bentley sees steady luxury sales in 2014.
BlackBerry renews its vows to the smartphone keyboard.
Boeing must slash costs of building Dreamliner.
Comcast halts erosion in video subscribers.Continue reading...