2014 Brandcameo Product Placement Awards

doing good

WWE Puts John Cena in Pink to Support Komen and Fight Breast Cancer

Posted by Mark J. Miller on September 18, 2012 10:12 AM

It’s hard to do serious damage to an institution that is doing great work toward putting an end to breast cancer, one of the world’s leading reasons for women dying. But it turned out that all it took was for Susan G. Komen for the Cure to say it was going to stop sending some cash over to a fellow nonprofit focused on women’s health, Planned Parenthood.

That decision proved to be controversial, seriously damaging for the Komen name and resulted in a lot of good PR and cash donations to Planned Parenthood. Komen eventually decided to re-instate the dough for Planned Parenthood but not before lots of donors had already sworn off giving more funds to Komen.

The whole thing is now back in the news thanks to this month's release of Planned Bullyhood, a book by former Susan G. Komen for the Cure vice president for public policy Karen Handel, who resigned in the midst of the turmoil. According to the Daily Caller, her new book is receiving some “pushback from Democratic National Committee chairman Debbie Wasserman Schultz and Republican strategist Karl Rove.”

Komen, of course, would like the whole thing to go away so it can go about rebuilding its brand — and continue to put the hurt on breast cancer. One effective way to fight the good fight is to partner with a brand known for its brawn: WWE, whose start wrestler John Cena is hleping promote pink and black Komen-branded gear, on sale through October's Breast Cancer Awareness Month.Continue reading...

corporate responsibility

Benetton Aims to Fund Secret Dreams of Unemployees of the Year

Posted by Shirley Brady on September 18, 2012 09:21 AM

Remember last November's Unhate campaign? That was Benetton's return to form as a professional muckraker, stirring controversy by showing opposed world leaders locking lips, on posters and banners erected, larger than life, in public places.

Now the Italian-based retailer is courting controversy again with the latest installment of Unhate — a contest called Unemployee of the Year, and targeting so-called "NEETs."That's an acronym for "Not in Education, Employment or Training," or what Mitt Romney might call the younger wedge of the 47%.

The contest, running Sept. 18 through Oct. 14, invites people aged 18 to 30 to submit proposals for projects "that lead to positive social impact in their community," and upload them (recalling Pepsi's now-defunct Pepsi Refresh Project) to the UNHATE website. The fine print notes that the community projects must "reflect the philosophy and fundamental values of the UNHATE Foundation."Continue reading...

doing good

Brands and 9/11: AOL and GSK Support Action America Day of Service

Posted by Mark J. Miller on September 11, 2012 01:31 PM

On the 10th anniversary of the Sept. 11 attacks last year, a few brands saw an opportunity to show the world that they will never forget and they’ve got good hearts so next time you want something, think of them. 

Hooters Girls smiled and informed us of their feelings. Best Buy sponsored good deeds in various cities across the land. NASCAR drivers and their fans had a moment of silence from laps 9 to 11 in Richmond, Virginia. Ten years ago, Budweiser had set a very high bar for 9/11 tie-ins. Its reverent 2002 Super Bowl commercial, which aired only once on broadcast television but has been seen more than six million times on YouTube since, certainly got the company a lot of notice at the time.

It can be risky to link your brand to a tragedy, of course. You don’t want to appear self-serving but you still want to show empathy, and for consumers to be left with the idea that what you did was a fitting tribute. And marketers hope the tribute is so fitting that consumers will remember their company’s name the next time the wallet is pulled out.Continue reading...

web watch

Warby Parker's Long-Term Vision: From the Web to the Street, NYC to the World

Posted by Sheila Shayon on September 11, 2012 10:13 AM

New York-based Warby Parker has 20/20 vision when it comes to selling their branded eyeglasses, and brand of philanthropy. Touting "eyewear with purpose" the startup disrupted business-as-usual, bringing comparatively low-priced ($95) but high-quality glasses with a 30-day "no questions asked" return policy online, and the choice of five different pairs of glasses for five days to try at home.

And now with $36.8 million of funding, led by General Catalyst Partners (and partner Joel Cutler joins Warby Parker’s board), they’re getting ready to open their first retail store, in the brand's home turf — NYC’s Soho neighborhood, where they've been testing the retail water with pop-up stores.Continue reading...

doing good

Saucony Running Against Childhood Obesity

Posted by Sheila Shayon on September 4, 2012 11:05 AM

An estimated one-third of American children are overweight or obese. In support of National Childhood Obesity Awareness Month, the Saucony brand is joining the race against this epidemic with the launch of Saucony Run4Good — the running industry’s first iPhone app raising money and awareness around this crisis.

With every mile, runners earn money for community youth running programs fast-tracking kids back to health. “As a brand focused on runners, innovation and social responsibility, we believe the Saucony Run4Good app offers a new world of possibilities to engage with our community in a relevant, innovative and meaningful way while inspiring a strong unity of purpose to make a difference for our kids,” said Chris Lindner, Saucony's CMO and SVP for commerce.

The statistics on U.S. childhood obesity are alarming: almost 20% of children ages 6 to 11 and 18% of those 12 to 19 are considered obese. The CDC estimates that over the past three decades, childhood obesity has more than doubled for preschool children aged 2-5 years and adolescents 12-19 years, and more than tripled for children 6-11 years.Continue reading...

sports in the spotlight

MLB Stands Up to Cancer with Steve Carell, Ken Jeong and Colin Hanks

Posted by Shirley Brady on September 4, 2012 10:37 AM

Major League Bseball today released a new public affairs campaign, titled Baseball Believes, featuring a pair of amusing spots starring Steve Carell, Ken Jeong & Colin Hanks re-creating "signature moments in baseball history that led fans across the nation to believe that anything was possible." (Watch the longer version below.)

According to MLB's press release, the campaign was filmed at Boston's historic Fenway Park as part of a longstanding collaboration between Major League Baseball, its 30 Clubs and Stand Up To Cancer — a non-profit initiative of the Entertainment Industry Foundation that rang the opening bell at the NYSE this morning.Continue reading...

doing good

New York Yankees Invite Fans to Help Support Virtual Stadium With Heart

Posted by Sheila Shayon on August 7, 2012 01:18 PM

New Yorkers are known for having big hearts (and, on occasion, big attitude and vocal chords to match) as they support their hometown teams. Now they're invited to "take a seat," regardless of team, and go to bat against cancer at the brand new M. Harf Stadium.

Haven't heard of the M. Harf Stadium with all the noise about the new Barclays Center home to the Brooklyn Nets getting ready to open? More than 350,000 seats are up for sale in this virtual (read: only only) stadium, which is co-sponsored by the New York Yankees, in a partnership designed to "Delete Blood Cancer."Continue reading...

doing good

Funny or Die? That's ONE Way to Fight AIDS

Posted by Sheila Shayon on July 25, 2012 10:02 AM

Funny or Die has tapped a droll troupe of Hollywood talent — Zach Galifianakis, Sarah Silverman, Tracy Morgan, Chloe Moretz, Marisa Tomei and Isaiah Mustafa — to join forces with Bono's anti-poverty group ONE on a new campaign, part of a larger global initiative to reach "the beginning of the end of AIDS" by 2015. 

The star-studded video from Funny or Die asks viewers to sign a petition on ONE to reverse proposed budget cuts to the life-saving AIDS program, PEPFAR, and fulfill America’s commitments to the Global Fund to Fight AIDS, Tuberculosis and Malaria.Continue reading...

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