Posted by Dale Buss on January 9, 2013 06:26 PM
Axe has made its reputation with edgy advertising that makes no bones about why it believes young men should use it — to attract women to them as if they're sexually magnetized.
Now, the Unilever brand is pushing the envelope just a bit more in two ways: entering the Super Bowl advertising derby, and launching a Red Bull-esque promotion in which it promises to send 22 people just to the edge of space, with the tagline: "Leave a man, come back a hero."
The Super Bowl ad doesn't seem like such a big deal in comparison, but it will be for Axe. The brand will be airing a 30-second TV ad during the Super Bowl titled "Lifeguard" which, according to a press release, "includes a twist at the end" that aligns with a larger creative campaign scheduled for launch this month.
That other creative campaign — which Gaston Vaneri, Axe brand director, promised would take the brand "to new heights" — involves what it's calling the Axe Apollo Space Academy. The brand's new online contest promises to send winners to the edge of space and back aboard a private craft: a Lynx space plane built by the U.S. company XCOR Aerospace and operated by the tourism firm Space Expedition Curacao.Continue reading...
Posted by Dale Buss on December 18, 2012 09:02 AM
Apple and Android dominate mobile-platform impressions while Apple reports strong sales of iPhone 5 in China and talks with Foursquare about data-sharing deal.
GE plans to buy Avio Italian aerospace group as CEO perceives an "investment pause" in some industries over economy.
Walmart takedown by New York Times continues with searing update on Mexican bribery scandal.
Freedom Group, parent of Bushmaster rifle used to kill Connecticut kids, will be sold by owner Cerberus.
AOL gives all employees $1,000 year-end bonus.
Billabong gets another takeover bid.
BlackBerry 10 now in tests at 120 companies.
Brazil burger chain offers edible packaging.Continue reading...
Posted by Mark J. Miller on December 4, 2012 12:55 PM
More and more TV viewers are turning to the web for their audio-visual pleasures, streaming shows and movies from such places as Hulu, Netflix, and AppleTV, among a growing list of others.
YouTube, of course, is the grandpa of the online video-entertainment biz and is refusing to take a backseat to all the Johnny-come-latelys that are making their moves now. In the past year, YouTube owner Google has invested more than $100 million in 100 original channels to invite brands and professional producers create original high-quality content for the site. Even though viewership numbers weren’t particularly high, the site is shelling out some big bucks again, but this time to only 30 or 40 of those content creators, according to AllThingsD.com.
The metric of most interest to YouTube (and parent Google) execs is “the total ‘watch time’ a channel has generated” as well as cost, AllThingsD reports. The site’s top 25 channels averaged more than a million views a week, Ad Age reports, and “the top 33 have more than 100,000 subscribers, a key indicator of repeat viewing.”Continue reading...
Posted by Shirley Brady on November 25, 2012 09:01 PM
K-pop phenom Psy's "Gangam Style" video beats Justin Bieber record to become YouTube's most-viewed video ever, with 805 million views on Friday (knocking on 824 million views now) to Bieber's 803 million for "Baby." Bieber, meanwhile, insults fellow Canadians by wearing overalls to pick up award from Prime Minister.
GM considers Buick logo change and bets it can make the 54-year-old Chevy Impala a head-turner again.
Black Friday in-store sales undercut by Thanksgiving early bird shoppers, mobile and e-commerce shoppers.
GSK and other pharma anger critics by paying for studies.
Hostess Brands eyed by Flower Foods.
Mango replaces Kate Moss with Miranda Kerr.
McDonald's testing Egg White McMuffin and variations on Quarter Pounder.
Mercedes-Benz taps Kate Upton for Super Bowl.
Nintendo's revamped Wii takes aim at a changed game world.Continue reading...
Posted by Mark J. Miller on November 20, 2012 03:04 PM
Black Friday is mere days away and America’s (make that North America's) most-devoted consumers are busy doing their stretches, dressing themselves in layers, and plotting their battle plan for early Friday morning.
Retailers, of course, would like to help them in any way possible in order to maximize the amount of money flowing into their cash registers throughout the punishing annual bricks-and-mortar portion of the shopathon. More of that activity, of course, is moving online and mobile — but for those committed to the physical act of shopping, they'll need help — and brand marketers are anticipating their needs.
For these seeking retail rejuvenation on Friday, a host of caffeinated beverages and coffee retailers are throwing incentives their way to get them to suck down as much as possible to refuel while on the run.
For those who tweet #dunkindonuts on Friday morning between 6 a.m. and noon Eastern, they’ll get put in the running to win one of six Keurig brewers and two boxes of Dunkin’s Hot Cocoa K-Cup packs. Meanwhile, 7-Eleven is handing out a free hot beverage for folks who come in on Friday and buy a Red Bull energy drink. Sonic Drive-Thru is opening early nationwide and offering its breakfast burrito at half price all day. What else could a crazed Black Friday consumer want? Continue reading...
brands under fire
Posted by Mark J. Miller on November 16, 2012 10:52 AM
When Jack Norworth and Albert Von Tilzer wrote the words and music to “Take Me Out to the Ballgame” way back in 1908, neither one of them had ever been to a professional baseball game. The pair didn’t mind making some bucks, though, and were surely pleased when the tune caught on.
If they were writing the song today, of course, they’d probably charge Cracker Jacks a product-placement fee for giving it a mention. Frankly, Cracker Jack brand owner Frito-Lay should probably give Major League Baseball a bit of earnings since a good chunk of the product’s sales likely come from soft-hearted baseball fans who want their kids to experience the game like it was in the old days.
In those olden days, of course, Major League games were played during the day so getting sugared up with Cracker Jacks wouldn’t keep anybody up into the night. That didn’t happen till 1935 when the Cincinnati Reds shone a light down on a game against the Philadelphia Phillies. Now, of course, most professional games are played at night in order to rake in more dollars. Some of those games, especially in the postseason, can go well into the night.
And if you’re having trouble staying awake for the ninth inning, Cracker Jack is about to introduce a product that can help you out, with an extra twist that certainly snapped a few folks to pay attention. A hue and cry has been raised over Cracker Jack'D, which includes a "Cocoa Java" flavor that's just rolling out to stores. Cue a PR kerfuffle — not what Frito-Lay execs had in mind as the iconic brand celebrates its centenary.Continue reading...
Posted by Michael Waltzer on November 14, 2012 03:28 PM
Red Bull has been the talk of the world, and the out of this world, with their most recent stunt in space involving Red Bull-sponsored daredevil Felix Baumgartner breaking the speed of sound by free-falling back to earth.
Now Red Bull keeps the awesomeness coming with a new video unlike anything they've done before. The Red Bull Kluge. So what does Kluge mean? Red Bull defines it as "/Klooj/ Noun, Slang - A Witty, yet inelegant solution that succeeds in performing a particular task." And that's precisely what they've created.
The Kluge is essentially a Rube Goldberg machine powered by human athletes, with each athlete performing some type of stunt that comples a piece of the machine. From skydiving to golfing to BMX riding to drifting, the spectacle covers a wide variety of action sports.Continue reading...
sip on this
Posted by Mark J. Miller on November 13, 2012 12:01 PM
More than 8 million YouTube viewers watched daredevil Felix Baumgartner plummet at the speed of sound from 24 miles above Earth to a lonely spot in New Mexico. And you can bet that every one of them – along with the zillions of others who watched or read about it after the fact – noticed the Red Bull logo plastered on his spacesuit thanks to the company’s major financial investment in making the space drop occur.
It was a giant step (literally) for sports sponsorships, one that likely inspired more than a few of those watching at home to sample the brand. And now Red Bull is offering up a few more flavors to help folks feel a rush of their own (though not as likely as powerful as the one Baumgartner felt). However, if consumers want to have a taste of the new flavor and can’t wait till next spring when they are released on a wider scale, they’ll have to go to a 7-Eleven.
The convenience store chain has signed a deal to become the sole distributor of Red Bull’s first three flavor extensions, through the end of the year. The drinks, in red, silver and blue cans, will “provide the same energy and functional benefits of the original, but with the taste of sweet cranberry, fresh lime and fruity blueberry.”Continue reading...