2014 Brandcameo Product Placement Awards

brand aspiration

Australia’s Telstra Gets a Colorful Makeover

Posted by Mark J. Miller on September 20, 2011 03:01 PM

Next time you are in Australia and a multicolored truck rolls by, don’t worry. It’s probably just the phone company.

Telstra, the nation’s largest telco and provider of voice, mobile, video (pay TV) and broadband Internet services (via its BigPond ISP), is in the midst of a major branding initiative with a new tagline that announces “Welcome to Life in Full Colour” and an advertising push whose song includes the line, "Get out your rainbow colors."

According to Telstra's press release, the company is wrapping itself in six colors (orange, green, turquoise, blue, purple and magenta) to symbolize "the diversity" of its customers and services.Continue reading...

brand news

Brands to Watch: iPhone 5, Qwikster, Tyson Foods & more

Posted by Shirley Brady on September 19, 2011 06:34 PM

Brands to Watch

Apple "iPhone 5 in October" rumors heat up and cases appear, while Samsung sues to pre-emptively block the device in Korea.

Netflix's Qwikster spin-off proves a turn-off to observers, subscribers and Wall Street.

Tyson Foods releases social campaign for Feeding America, and settles 12-year legal battle with employees with $32M settlement.

AT&T faces tough battle with seven states backing DoJ suit.

Facebook and Time Warner's CNN and Cartoon Network team up on anti-bullying pledge app.

Jarritos Mexican soda appeals to non-Hispanic young men with new campaign.

Kenshoo expands relationship with Omnicom's Annalect.

Lego enhances augmented reality packaging.Continue reading...

celebrity brandmatch

Nike Sends LeBron James Gear to School as King James Brand Takes a Hit

Posted by Mark J. Miller on July 11, 2011 02:00 PM

Miami Heat superstar/anti-hero LeBron James may not have gone to college, but his Nike-branded gear is about to.

The South Florida Sun-Sentinel reports that James and Nike have signed a deal with the University of Miami, University of Kentucky, and Ohio State University that will have their men’s basketball teams wearing LeBron/Nike-branded uniforms this coming season.

The Sun-Sentinel points out that this is one way that James is emulating Michael Jordan, whose alma mater, the University of North Carolina, has a deal that suits its men’s basketball players in Jordan-branded duds. (Jordan may have fewer schools wearing his stuff, but he’s still got more championships to his name with six to LeBron’s zero.)

“James' sponsorship and support of the Hurricanes should generate interest in a program that has continually lacked fan support,” the newspaper notes.

This comes on the heels of the news that LeBron’s marketability scores, as tracked by Davie Brown, have taken a post-season (and post-loss) hit.Continue reading...

brand news

In the News: Unilever, PayPal, Facebook & more

Posted by Dale Buss on June 24, 2011 09:00 AM

In the News

Airbus order blocked by China.

Apple sues Samsung for patent infringement.

Chrysler looks to expand China salesforce.

Cisco increases original content.

Facebook redesign keeps ads visible as ad sales head says brands are overly obsessed with fans.

India's Force Motors unveils new logo and first SUV.

Ford changes fonts, adds voice-controlled apps to make driving easier.Continue reading...

crowdsourcing

Volkswagen Invites Fans to Write the Next Chapter

Posted by Sheila Shayon on June 16, 2011 12:30 PM

Volkswagen Canada wants your name in lights – as co-creator of the next spot for its "Drive Until" campaign promoting the Volkswagen Golf, in a bid to create "the People's ad" for the "People's car."

The first two ads ("chapters") in the Drive Until campaign are already on-air (watch below), showing a thirty-something man embarking on two major milestones: a marriage proposal ("Courage") and getting to the church on time — for his wedding, as shown in "Time."

The third ad in the storyline is up for grabs, and fans of the brand are being invited to participate in the script, cast, music – and receive onscreen credit, of course.Continue reading...

campaigns

Heart of Glass: Owens-Illinois Sees Glass as Life

Posted by Barry Silverstein on June 9, 2011 12:00 PM

Can a global marketing campaign turn a packaging material that most people take for granted into something that stands out — indeed, don't even "see" but see through?

Owens-Illinois intends to find out.

O-I, the world's largest glass container manufacturer, has been making iconic glass containers since 1903, counting among its clients Anheuser-Busch InBev, Coca-Cola, Heinz, and PepsiCo.

The company has just launched a global marketing push with a new logo and tagline "Glass Is Life," all highlighted on a new website as the anchor of an integrated campaign.

The media plan includes print ads (in 12 countries and seven languages) and supported by Facebook, Twitter and YouTube, where inspirational interviews play up the importance of glass.Continue reading...

multicultural marketing

Community, Research Report Offer Insight for Hispanic Marketers

Posted by Barry Silverstein on April 8, 2011 04:30 PM

Brand marketers are getting smarter about understanding Hispanics. 

We recently looked at L'Oreal's major initiative in reaching out to the US Hispanic market.

This week, a first of its kind joint consumer insight community focusing on the Hispanic multicultural market was launched as a joint project of Communispace, an Omnicom-owned pioneer of online customer insight communities for leading brands, and Starcom MediaVest Group (SMG) Multicultural, a full-service media specialist company.

The community will help provide respective clients with rich insights into the fastest growing consumer group in the US.Continue reading...

celebrity brandmatch

Dove Men's Line Adds Magic Johnson to All-Star Roster

Posted by Sheila Shayon on March 7, 2011 12:30 PM

Dove is standing tall for men. Really tall. Magic Johnson is the latest recruit for Dove Men+Care, the Unilever-owned brand’s campaign featuring male athletes.

Launching March 14 during the NCAA March Madness championship tournament, the spot will echo other athletes' "Journey to Comfort" spots (such as Joe Girardi's, above) with the introduction: “My name is Magic Johnson, and I’m definitely comfortable in my own skin.”Continue reading...

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