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Ikea: Feline Groovy in the UK, Servicey in the US

Posted by Sheila Shayon on September 13, 2010 11:30 AM

Ikea's latest UK campaign is sure to please fans of cat videos: 100 cats roaming their Wembley store to promote their 2011 catalog.

The tagline  — "happy inside"  — is part of a competition: guess which pieces of furniture the cats choose to settle on  — and win that piece. Linked, of course, to Facebook, the campaign gives "herding cats" (and keeping cats off the furniture) a whole new meaning.

The campaign, which echoes its highly praised "Malmo" Facebook-tagging promotion, comes from Mother London. Feh Tarty, Mother's creative director, tells Brand Republic that "The idea behind the work is that cats know better than anything what makes them feel happy inside. They live their lives in pursuit of their own comfort.”

Across the Atlantic, a new campaign is now breaking in the US.Continue reading...

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brand bites

Brand Bites, Labor Day Edition

Posted by Abe Sauer on September 6, 2010 12:00 PM

The National Rifle Association campaign "Trigger the Vote" releases a Kenny Powers-like video that seems to mock itself. Is this satirical advertising gone horribly, horribly wrong? See it done right by K-Swiss after the jump, along with other quirky branding news.Continue reading...

animal attraction

How Much is that Doggy in the Window?

Posted by Sheila Shayon on April 23, 2010 02:06 PM

America is going to the dogs. And the cats, fish, hamsters and other critters that find their ways into consumers' homes and hearts.

According to the American Pet Products Association's latest survey, 62 percent of U.S. households, that’s 71.4 million homes, owns a pet. In 1988, when the first survey was conducted, 56% U.S. households had a pet.

Our beloved pets take a big bite out of family budgets, and Consumer Reports this week pondered the cost of feeding and care for domestic animals, referring to the ASPCA's calculator for a ruff estimate.

Pet owners, however, typically don't put a price tag on their companions, which is good news for brands that cater to pet-lovers.Continue reading...

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brand revival

Old-Dog Luxury Luggage-Maker Goyard Learns Some New Tricks

Posted by Sara Zucker on November 25, 2009 10:08 AM

Goyard was once a family-owned luggage-maker that, since its establishment in 1853, catered to the international traveling set. Now, collector-turned-owner Jean-Michel Signoles is working to revive the brand and restore its former glory with "organic" global expansion, while giving pet owners something stylish in which to carry their little friends.

For the past 11 years, Mr. Signoles' goal has been to maintain the look and quality that has been so frequently counterfeited. He set up a new workshop in his hometown of Carcassonne in southwestern France, and introduced new shapes and vibrant colors to the classic leather and coated-fabric material bearing the signature chevron pattern.Continue reading...

truth in advertising

Escalating Ad Wars Lead To The Courtroom

Posted by Abe Sauer on November 23, 2009 12:54 PM

After grabbing myself a slice at World-Famous Original Ray's Pizza, I wanted to find all the news that was fit to print, and was surprised by a New York Times piece on the sharp increase in brands suing each other over false claims.

So far, 2009 has seen 82 formal complaints over ad claims, according to The National Advertising Division of the Council of Better Business Bureaus, on track to exceed last year’s record of 84 challenges, up almost 40% from four years ago.

While the "studies show" tactic of demonstrating one brand's superiority over competitors is an ad cliché, those ads typically have used "other leading brands" as their contrast. Now, increasingly ruthless competition has seen brands outright naming, and denouncing, competitors. These lawsuits include DirectTV's claim about Charter Communication's service. Or AT&T's complaint, after Verizon Wireless attacked their spotty coverage with their mocking tagline, "There's a map for that."Continue reading...

campaign tactics

Cause-Related Marketing Throws Pet Charity a (Milk) Bone

Posted by Anthony Zumpano on October 9, 2009 05:08 PM

Branding strategies go beyond product promises to appeal to different audiences in a variety of ways. Some consumers only buy American. Others check the label for artificial ingredients. Still others are swayed by a brand’s Fair Trade status.

Del Monte Foods is approaching dog biscuit-buyers with a cause-related sales tactic: Every purchase of Milk-Bone dog treats helps the charity Canine Assistants, which provides service dogs for the disabled and others in need.

Pet charities are savvy at branding. A current tear-jerking SPCA campaign stars singer Sarah McLachlan. But there have been few “buy this, help that” campaigns targeting dogs or dog products, the notorious 1973 National Lampoon cover (“If you don’t buy this magazine, we’ll kill this dog”) notwithstanding.Continue reading...

philanthropy brands

Animal Shelters Adopt New Branding Strategy

Posted by Barry Silverstein on September 25, 2009 05:23 PM

Shelter cats and dogs have a branding problem. Can loathing for financial arch-villain Bernard Madoff help fix it?

While animal welfare organizations and pet products manufacturers promote shelter adoption, sad images of animals in cages depict shelters as holding areas for undesirable pets. Not exactly the best branding strategy.

To dispel this depressing public image, a new campaign called The Shelter Pet Project aims to rebrand shelters by giving shelter animals a voice—a human voice.Continue reading...

fashion week

Cutting-Edge Style From Snuggie

Posted by Jennifer Wright on September 18, 2009 02:39 PM

The Snuggie can do more than allow you to reach out and drink a mug of cocoa while still under a blanket. It can also make you beautiful.

At least, that seemed to be the intent of the Snuggie fashion show staged at the Park Avenue Hotel – right in the midst of fashion week. The show rolled out new styles like tie-dye, leopard skin and zebra print. Possibly, you weren’t aware that you needed to up the stylish factor on your Snuggie, but, as one guest pointed out, “robes come in different colors, so I guess this kind of makes sense.”Continue reading...

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