The Big Game

Pepsi Hypes Halftime with Videos, Promos from New York to Nebraska

Posted by Dale Buss on January 31, 2014 03:57 PM

So far, so good in the whole "master-brand" strategy that Pepsi said it's emphasizing in its marketing and advertising surrounding Sunday's Super Bowl. On Friday, the brand released a number of videos with the unified purpose of "hyping" its halftime show featuring Bruno Mars.

The videos included the 30-second lead-in that Pepsi plans to run before the show, and a clever pastiche that utilizes the New York skyline and sites including MetLife Stadium, where the game is being played, in a mashup with music and musicians.

There also are videos demonstrating other ways that Pepsi has permeated its corporate backyard with excitement for the halftime show, including one that uses a "vending machine" that startles would-be consumers by sending out everything from marching bands to break-dancing "referees."Continue reading...

The Big Game

Meet the Unofficial Super Bowl Advertisers That are Packing a Punch Without Paying Up

Posted by Dale Buss on January 30, 2014 05:49 PM

Call them wanna-bes, hangers-on, coat-tailers or worse, but a growing number of brands are trying to achieve the Super Bowl effect without actually paying for it.

From Ford to Newcastle, marketers are finding more ways to take advantage of the Big Game atmosphere but not having to shell out an estimated $4 million for a 30-second spot on Fox this Sunday during the actual contest.

There are juicy pre- and post-game spots that deliver huge audiences as well but at a fraction of the price. And brands are managing to insinuate themselves into all the excitement and heightened promotional sensitivity that has turned a Super Bowl Sunday-only marketing extravaganza into a veritable season of fresh and often remarkable advertising, with all the media coverage and other knock-off effects that it brings.Continue reading...

The Big Game

SodaStream's Super Bowl Rejection Strategy Gets Old Despite Smooth Moves from Johansson

Posted by Dale Buss on January 30, 2014 03:43 PM

SodaStream is adding to its iconoclastic reputation in the run-up to its second consecutive Super Bowl ad on Sunday. Did it produce its "uncensored" online ad starring newly-minted brand ambassador Scarlett Johansson in good faith, or did the Israel-based brand understand all along that the YouTube version would never make it onto Fox during the Big Game?

The answer is pretty obvious, because shaking up the traditional soft-drink business and being the David to the industry's Goliaths is exactly what SodaStream has been trying to do with its patented dispensers that add carbonation and flavor to water.

At the end of Johansson's turn in SodaStream's uncensored Super Bowl spot, she says, "Sorry, Coke and Pepsi." That tweak of the global beverage giants was enough to prompt Fox to reject the ad and ask SodaStream to drop the offending line. Pepsi is the game's halftime sponsor again this year, and Coca-Cola has been a long-time huge Super Bowl advertiser.Continue reading...

The Big Game

For Food and Bev, Super Bowl Will Be a Battle of the Brands

Posted by Dale Buss on January 29, 2014 06:50 PM

No doubt Scarlett Johansson's ad for Sodastream will be among the most-anticipated of the the big game on Sunday. Cheerios' reprise of its mixed-race family will strike some of the most emotional cords. And a Budweiser spot featuring a puppy and a Clydesdale might convert a lot of snack-table napkins into makeshift hankies.

But more impressive than all of those things individually is the likelihood that food and beverage brands finally will rival automakers as the highest-impact vertical choosing to advertise in the Super Bowl this year. (Watch some of the Big Game spots that have already released below.)

One brand in particular, Pepsi, has a lot riding on the Super Bowl—so much in fact that the brand launched a seperate lead-in campaign to build up excitement for the Pepsi-sponsored halftime show.

"The heart and soul of our brand is pop culture and sports and music," Simon Lowden, CMO of Pepsi Beverages North America, told brandchannel. "And there's no better event than the Super Bowl to bring that to life."

The Big Game will be a major platform for Pepsi's tack to what it is calling a "master brand" strategy in which it treats the variety of Pepsi products as a single brand rather than calling out individual products as has been its tendency.Continue reading...

social media

Arby's, Secret Capture Real-Time Grammys Gold on Social Media

Posted by Abe Sauer on January 27, 2014 03:47 PM

It's been almost one year since Oreo's swift response to the Super Bowl blackout changed the way we think about how brands can leverage social media (especially Twitter) to ride the moment and create a brand-centered conversation. It's something other brands—like Poland Spring—have failed to do.

Last night's Grammy Awards saw a couple of the most popular real-time uses of Twitter since Oreo's example. It also was the occasion for a bizarre (successful?) Twitter campaign about armpits.Continue reading...

brand strategy

Pepsi Adopts 'One Brand' Strategy for Pre-, Post-Super Bowl Marketing

Posted by Dale Buss on January 24, 2014 05:53 PM

Never mind whether Bruno Mars needs to don another pair of long underwear for the halftime show; that's a minor detail. The big picture for Pepsi for Super Bowl Sunday is that the beverage icon is taking a new "master brand" marketing approach compared with previous Big Game efforts.

What that means, explained Advertising Age, is that there will be fewer stand-alone ads in Pepsi's Super Bowl commercial portfolio for lines such as Diet Pepsi and PepsiMax and more of an uber presentation on game day that, in turn, is part of a weeks-long thrust by Pepsi.

Advertising "will speak from the brand point of view rather than the product point of view," Seth Kaufman, vice president of marketing for colas for Pepsi North America Beverages, told the publication. "We are fundamentally playing a different game ... no longer about 30 seconds" but "about a month-long, really, really meaningful program."Continue reading...

brand news

In the News: Neiman Marcus, Apple Samsung and more

Posted by Dale Buss on January 24, 2014 09:33 AM

In the News

Neiman Marcus reveals over 1.1 million credit cards exposed to data breach. 

Apple celebrates 30 years of the Mac computer and making PCs "cool."

Samsung's profit growth slows on success of new iPhone

Starbucks enthuses about sodas and mobile pre-ordering in wake of strong holiday sales.

Audi plans to narrow global sales gap with BMW in 2014.

CNN social media accounts hacked by SEA. 

Facebook pokes fun at Princeton following research report. 

GM looks to axe 1,100 South Korea jobs ahead of Chevy's pullout from Europe, report says.

Google reaches out to GOP.

JPMorgan gives CEO Dimon a big raise.

Lexus taps into Milan Design Week.

Lincoln sees customer-experience enhancements begin to pay off for dealers but product depth remains a problem.Continue reading...

ad watch

Super Bowl Who? FIFA's World Cup is the Biggest Ad Game in the World

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...

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