web watch

Hopscout: A Groupon for Grown-Ups' Inner Kids

Posted by Sheila Shayon on April 29, 2011 12:30 PM

Can a daily deal website be classically retro and digitally au courant? 

Yes, says Hopscout, as it launches with an enticing employment opportunity: they're seeking five new editors (moms and dads) to join their team and become a Stay-at-Home Millionaire.

The site for classic children’s products features one item each day at a discount of up to 70%. Each daily deal lasts 24 hours or until inventory sells out.Continue reading...

brand wars

Cell C Ordered to Stop Mocking Vodacom

Posted by Shirley Brady on April 18, 2011 12:30 PM

After running TV and print advertising mocking its rival Vodacom's recent rebranding in South Africa as "a lick of paint," the mobile carrier Cell C was ordered by the country's Advertising Standards Authority to pull its TV advertising (see another spot below) and tweak its print ads.Continue reading...

brand challenges

Carlsberg's New Slogan Inspired by Bud Light? That Calls for a Denial

Posted by Jennifer Sokolowski on April 15, 2011 04:30 PM

Denmark’s Carlsberg beer recently launched a major brand makeover that includes a revamped bottle design and a new tagline.

But now Carlsberg is being accused of plagiarizing its new slogan, “That calls for a Carlsberg,” from Budweiser’s 2001 tagline, “This calls for a Bud Light,” the Copenhagen Post reports.

Carlsberg, however, says it has been using a variation of the slogan for decades. “We used the slogan back in 1957 and up to the ‘70s, so you could say we’re taking our old slogan back,” Carlsberg’s head of PR, Jens Bekke, told the newspaper.

Carlsberg’s London-based advertising agency, Fold7, was apparently unaware of the coincidence.

“Did Budweiser use that slogan? They certainly do sound similar,” said Ryan Newey, Fold7’s creative director. “But the decision to use the new slogan is the result of input from lots of people around the world, not just Fold7.”

At any rate, the new slogan and packaging seem to be here to stay. But will the new tagline — designed to unify the brand’s global image with a message the whole world can understand — be successful?Continue reading...

rebranding

Can a Flash Mob Erase Wachovia's Bad Juju for Wells Fargo?

Posted by Shirley Brady on April 13, 2011 10:00 AM

It may not have caught as much attention as the recent Glee flashmob in Seattle. Still, Wells Fargo trumpeted its April 7th flashmob in Times Square as a return to its roots, as the bank was founded in New York more than 150 years ago.

"Glee" also sums up what Wells Fargo will feel once it's finally banished the Wachovia brand once and for all.Continue reading...

rebranding

WWE Are Family: World Wrestling Entertainment Rebrands, Expands

Posted by Shirley Brady on April 8, 2011 10:30 AM

Having lost its battle with the World Wildlife Federation in 2002 over the acronym WWF, World Wrestling Entertainment is now formally rebranding to WWE "to expand beyond the ring as an entertainment company with a new TV network, scripted and reality shows and animated programs," reports the Associated Press.

"We will always be loyal to our core business that made WWE a globally known entity, however, the future of WWE will be the addition of new entertainment content opportunities beyond the ring," said Chairman and CEO Vince McMahon in a statement. That includes pursuing "acquisitions and outsourcing of parts of its core business, such as TV and film production, live event production and licensing its content to third parties."

To that end, its reality show, a search for "the next WWE superstar" called Tough Enough (above), just debuted on the USA Network following three seasons on MTV; while its WWE Studios division has a slate of theatrical movies coming out, including That's What I Am on April 29, starring Ed Harris, Amy Madigan and WWE wrestler Randy Orton:

rebranding

Vodacom Goes Red With a Splash

Posted by Shirley Brady on April 5, 2011 02:30 PM

Now that it's majority owned by the UK's Vodafone, the South African wireless brand Vodacom has rebranded, changing its official color from blue to red and adopting a new tagline ("Power to You"). But as it notes below, it's more than just a new paint job — and there are some interesting twists and turns to its new image.Continue reading...

campaigns

Carlsberg Calls for New Brand Positioning

Posted by Barry Silverstein on April 5, 2011 12:00 PM

Carlsberg, arguably one of the world's premium beer brands, is getting its most significant makeover since the beer's origination in 1847.

Call it part of brand rejuvenation — a phenomenon that occurs when a brand sets its sights on aggressive growth in a market where demand might be softening and competition is fierce.Continue reading...

lather, rinse, rebrand

Playtex Looks to Lift and Separate Branding

Posted by Abe Sauer on March 25, 2011 11:00 AM

Are you a woman? Does the brand name "Playtex" mean anything to you? Anything good? If so, you also may be the new target of the £1m campaign in the UK to reposition Playtex as the underwear brand for women over 50. You might say it hopes to shape women in more ways than one.Continue reading...

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