Posted by Abe Sauer on March 26, 2013 11:24 AM
At 30 million views, does it matter if it's real? Pepsi MAX's branded viral hit "Test Drive" is set to pass the 30 million mark on YouTube and the brand is beginning to roll out edited versions of the video for TV that will drive back to the longer original online. But at 30 million views, how many who would want to see a disguised Jeff Gordon take a used car salesman for a spin haven't yet seen it?
"Test Drive"—created by the TBWA\Chiat\Day LA agency—is Pepsi MAX's second branded viral to surpass 20 million views on YouTube. Two of the brands other videos are well over 10 million combined—an astonishing record of branded content success. branchannel spoke with the brand and the creator behind Pepsi's other viral hit, Uncle Drew, about branded content and their (secret) next project.Continue reading...
Posted by Sheila Shayon on March 24, 2013 09:03 PM
Pepsi is redesigning its 16 and 20-ounce bottles for the first time since 1977 — one in a series of recent moves (see: the recent Super Bowl halftime show sponsorship and related landmark partnership with superstar Beyonce) as PepsiCo attempts to revitalize its flagship brand after a few mis-steps that led to the brand losing market share to rival Coca-Cola's Diet Coke brand in 2011.
The new design features a swirled grip on the bottom portion of the bottle, a shorter label edged in a "cola-colored" border and an enlarged version of its current globe logo and applies to Pepsi, Diet Pepsi, Pepsi Max and Pepsi Next.
"This new bottle is the next milestone in Pepsi's Live For Now marketing campaign," stated Angelique Krembs, VP of marketing for the Pepsi trademark. "Our single serve bottle is the most visible and tangible connection point we have with our consumers, and we love how the new bottle expresses our brand DNA."
"We started with single serve, because it is the package you're seen drinking and holding," Krembs told Ad Age. "The longer-term view is this new design system would eventually hit all touch points beyond packaging, to be honest, but certainly all other package types, as it applies."
According to PepsiCo's press release, "The new bottle's bold swirl and elevated profile reflect the brand's attributes and youthful spirit, capturing the excitement of now for Pepsi consumers. The etched, grip-able bottom allows consumers to have a more stimulating, tactile interaction with the bottle itself."Continue reading...
Posted by Shirley Brady on March 24, 2013 01:02 PM
New York mayor Michael Bloomberg unveils $12 million ad campaign (above) for Mayors Against Illegal Guns that lobbies for background checks to reduce gun violence, while NYC's municipal data geek squad makes headlines.
Starbucks CEO Howard Schultz defends same-sex marriage support to shareholders as brand expands loyalty rewards to other retailers.
PepsiCo shares jump on Mondelez merger speculation sparked by Telegraph story which Pepsi "downplays."
Apple acquires indoor GPS startup WiFiSLAM for mapping, patents iPhone drop protection technology and faces EU scrutiny following iPhone and iPad distribution complaints — and may report first quarterly dip since 2003.
FTC "pay for delay" generic drug case, set to go before US Supreme Court on Monday, will be closely watched by pharmaceutical industry and economists.
Below: BlackBerry, Blockbuster, Dell, Diageo and other brands in the news —Continue reading...
Posted by Shirley Brady on March 22, 2013 09:02 AM
BlackBerry launches new Z10 smartphone in US today, as CEO says Apple's iPhone is outdated.
Pepsi introduces first new package design since 1997.
PPR, French owner of Gucci and Saint Laurent, announces rebrand to "caring" Kering with new owl logo.
Nike surges on China rebound, North American results in latest quarterly earnings report.
Asda pulls private-label corned beef from UK shelves over horsemeat discovery as new report finds consumer concern fading.
Chrysler looks to Nike and Starbucks for inspiration.
Coca-Cola tops British grocery brands ranking as Walkers rises to #2.
Facebook tests yet another timeline design.Continue reading...
sip on this
Posted by Dale Buss on March 13, 2013 06:03 PM
Bottled water has gone from a fringe product for suspicious purists to one of the most popular drinks in America, while soda's frailties as a beverage finally seem to be catching up with it.
These trends were formally recognized this week when Beverage Digest reported that Americans now drink an average of about 58 gallons of water per year, an increase of 38 percent from 1998. 15 years ago, U.S. consumption of soft drinks peaked, according to the publication, at 54 gallons of soda per year; consumption since then has dropped by 17 percent, to 44 gallons of soda per year.
All of that is welcome news to nutritionists who've been—successfully, it seems—telling the public about the empty calories in soft drinks and castigating Coke, Pepsi, Dr Pepper and the like as one of the (if you believe a certain mayor) biggest villains in the nation's war on obesity. There's a reason that Mike Bloomberg has targeted soft drinks for his big-sugary-beverage ban in the Big Apple, even though many disagree with his tactics.Continue reading...
Posted by Dale Buss on March 8, 2013 06:12 PM
Miller Lite is turning to an old page in its playbook, with a new gang of celebrities designed to boost the flagging brew in a fresh slate of TV commercials served up on another iconic platter for the franchise, "Miller Time." The new go-to guys for Miller Lite include Vince Vaughn, Ken Jeong, Chuck Liddell and Questlove.
But interestingly, Miller brand managers say that their new campaign (watch below) will not seek to trade too heavily on the appeal or persona of any one of its new stable of celebrity pitch people. One ad wonders what it would be like to hang out with actor Jeong, who will star in the upcoming Hangover Part III—but he's self-deprecating in the spot.
"Celebrity is not our strategy," Con Williamson, chief creative officer at Saatchi & Saatchi, the agency behind the campaign, told Ad Age. "Our strategy is solely focused on Miller Time." That, of course, will leave Miller strategically opposed to the growing number of tight tie-ups between beverage brands and individual celebrities, including Justin Timberlake and Bud Light Platinum, Taylor Swift and Diet Coke, and Beyonce and Pepsi.Continue reading...
brand and bottle
Posted by Dale Buss on March 8, 2013 06:11 PM
Miller Lite is turning to an old page in its playbook, with a new gang of celebrities designed to boost the flagging brew in a fresh slate of TV ads served up on another iconic platter for the franchise, "Miller Time." The new go-to guys for Miller Lite include Vince Vaughn, Ken Jeong, Chuck Liddell and Questlove.
But interestingly, Miller brand managers say that their new campaign will not seek to trade too heavily on the appeal or persona of any one of its new stable of celebrity pitch people. One ad wonders what it would be like to hang out with actor Jeong, who will star in the upcoming Hangover Part III—but he's self-deprecating in the spot.
"Celebrity is not our strategy," Con Williamson, chief creative officer at Saatchi & Saatchi, told Advertising Age. "Our strategy is solely focused on Miller Time." That, of course, will leave Miller strategically opposed to the growing number of tight tie-ups between beverage brands and individual celebrities, including Justin Timberlake and Bud Light Platinum, Taylor Swift and Diet Coke, and Beyonce and Pepsi.Continue reading...
Posted by Dale Buss on March 8, 2013 05:43 PM
PepsiCo's CMO, Salman Amin, is leaving the company for S.C. Johnson on a high note, having helped CEO Indra Nooyi deliver over the last year on a number of crucial, marketing-based promises, including something of a turnaround for the company's flagship Pepsi brand, which is still duking it out with Coca-Cola and other beverage giants.
The departure of the company's Global Chief Marketing Officer from PepsiCo's Purchase, NY, HQ to Racine, Wis.-based S.C. Johnson—maker of Pledge, Glade and other household products—was disclosed in an internal memo at PepsiCo, the Wall Street Journal reported today.
Amin's exit opens up a top marketing job at PepsiCo just as the company has been reporting gains in sales and market share for Pepsi, having doubled down on marketing following the company's market share slip in recent years in U.S. sales even behind Diet Coke.
A PepsiCo veteran of more than two decades, Amin became PepsiCo CMO only last May. He was able to leverage a $600 million increase in Pepsi's annual marketing budget and a refocusing of spending on top brands including Pepsi and Gatorade into significant gains. "Salman has made contributions that have touched nearly every market in which we do business," said Zein Abdalla, president of PepsiCo, in the memo, according to Ad Age.
Amin also launched the first-ever global marketing campaign ("Live for Now") for Pepsi and inked pop star Beyonce to a $50 million partnership that included the halftime performance during last month's Super Bowl telecast.Continue reading...