package design

The Shape of Things to Come: Pepsi's New Bottle Design Reinvigorates Brand

Posted by Sheila Shayon on March 24, 2013 09:03 PM

Pepsi is redesigning its 16 and 20-ounce bottles for the first time since 1977 — one in a series of recent moves (see: the recent Super Bowl halftime show sponsorship and related landmark partnership with superstar Beyonce) as PepsiCo attempts to revitalize its flagship brand after a few mis-steps that led to the brand losing market share to rival Coca-Cola's Diet Coke brand in 2011.

The new design features a swirled grip on the bottom portion of the bottle, a shorter label edged in a "cola-colored" border and an enlarged version of its current globe logo and applies to Pepsi, Diet Pepsi, Pepsi Max and Pepsi Next. 

"This new bottle is the next milestone in Pepsi's Live For Now marketing campaign," stated Angelique Krembs, VP of marketing for the Pepsi trademark. "Our single serve bottle is the most visible and tangible connection point we have with our consumers, and we love how the new bottle expresses our brand DNA."

"We started with single serve, because it is the package you're seen drinking and holding," Krembs told Ad Age. "The longer-term view is this new design system would eventually hit all touch points beyond packaging, to be honest, but certainly all other package types, as it applies."

According to PepsiCo's press release, "The new bottle's bold swirl and elevated profile reflect the brand's attributes and youthful spirit, capturing the excitement of now for Pepsi consumers. The etched, grip-able bottom allows consumers to have a more stimulating, tactile interaction with the bottle itself."Continue reading...

social media

MasterCard, Miller Lite Scour Social Media for New Talent

Posted by Mark J. Miller on March 15, 2013 04:22 PM

In the never-ending quest to find good talent, more and more companies are taking to social media and implementing interesting tactics to discover their next great employee. 

Most recently, MasterCard has launched a search for five eager beaver interns. Hopefulls must apply via LinkedIn with an idea of how to facilitate a cashless future. Applicants must then follow MasterCard's Twitter, since that's how they're planning on notfying the chosen applicants. The company even created an animated short to advertise the opportunity.Continue reading...

trademark wars

Reddit Sensation Grumpy Cat Readies for Trademark Battles

Posted by Mark J. Miller on March 15, 2013 02:28 PM

You want to make Reddit sensation Grumpy Cat really grumpy? Try using her name on a product without prior authorization.

The owners of the cat that took social media by storm five months ago have filed for a trademark for the name "Grumpy Cat" as well as the cat’s likeness. After all, their little kitty, whose name is actually Tardar Sauce, has since gotten her own website, Facebook fan page, retail space, an appearance on the Today Show and her own commercial for Friskies cat food, according to SmallBizTrends.com.Continue reading...

tech style

Google Glass Captures SXSW at Developer Panel

Posted by Sheila Shayon on March 12, 2013 02:59 PM

Of all the big brands making a marketing push at SXSW, Google may be the most popular. The internet giant is happily showing off the many capabilities of Google Glass, and has revealed the first set of app integrations available for the futuristic glasses (which are even adding prescription lenses).

At the Project Glass SXSW developer panel, Google has revealed some of the technology behind the unified "Timeline cards" interface, which displays bursts of information in a user's peripheral vision in combination with Google's Mirror API, which allows users to pull down the data. 

News headlines, photos and text can be delivered hourly to the Glass headset accessed via the "look up" head gesture. At the panel, Google developer advocate Timothy Jordan demonstrated an application that pulls in headlines and short news clips from various New York Times articles. Glass allows postings to Skitch, Evernote and Path, as well as Gmail, letting users respond to emails right from the headset. "You can still have access to the technology that you love, but it doesn't take you out of the moment," said Jordan, adding, "We want to choose services that improve your life."Continue reading...

event marketing

Big Brands Take Over SXSW to Mixed Fanfare

Posted by Sheila Shayon on March 11, 2013 03:30 PM

SXSW epitomizes how the cutting-edge becomes the status quo and eventually (but not yet) borders on the edge of passé. This year, “the event has a different feel, nearly as much a marketing event as it is about tech,” notes Digiday

The week-long festival in Austin, Texas is ever more a breeding ground for flashy campaigns, giveaways and concerts, a far cry from the festival's roots as a geeky tech meet-up. Brian Solis, principal analyst at Altimeter Group told CNET, "The original posse is probably aghast at what [SXSW] has turned into." While there is still plenty of tech and start up presence, the event is now, more than ever, a joint digital venture between the marketing teams of the biggest brands and emerging tech stars peddling cool products and innovations.Continue reading...

digital marketing

Google Reimagines Advertising, Invites Brands Into Art Copy & Code Digital Lab

Posted by Sheila Shayon on March 8, 2013 11:36 AM

Google’s latest project, Art, Copy & Code, is an experiment in creativity and technology to re-imagine advertising with some of "today's most iconic brands and innovative marketers,” such as Volkswagen, Burberry and Adidas.

In addition to well-known brands, the project will also collaborate with filmmakers, creative directors and technologists, leveraging the full range of digital tools from ads and mobile apps to social experiences.Continue reading...

brand strategy

Doritos Crashes the Stage with SXSW, Taco Bell and Global Branding Trifecta

Posted by Dale Buss on March 7, 2013 05:08 PM

Emboldened by the performance of its ads during the Super Bowl, riding the wave of the massive marketing push for its Doritos Locos Tacos partnership with Taco Bell and bolstered by PepsiCo's increasing moves toward global brand platforms, Doritos is adopting a new, more consistent look across the 37 countries where the chips are sold and is launching a new worldwide marketing campaign.

Doritos is planning to punctuate its new plans with a four-story-high, Twitter-controlled rap concert (hashtag: #boldstage) on its boldly branded vending-machine stage at SXSW next week.

"For the Bold" is the tagline for Doritos' first global marketing campaign. It'll start with the U.S. launch of a new ad on cable TV networks beginning in mid-month.

Called "Best Summer Job," the commercial will tell the story of a "college-aged valet making bold choices which lead to an epic joyride, inspired by Doritos chips," as Ram Krishnan, VP of marketing for PepsiCo's Frito-Lay North America, told Ad Age.Continue reading...

brand news

In the News: Facebook, Taco Bell, Time Warner and more

Posted by Dale Buss on March 7, 2013 09:18 AM

In the News

Facebook plans to announce facelift of its News Feed.

Taco Bell officially releases its Cool Ranch Doritos Locos Tacos today. 

Time Warner to spin off Time Inc. as CEO Laura Lang exits.

Adidas posts weaker earnings on Reebok.

Baskin-Robbins plans to triple franchise size in Australia with new partnership.

Birds Eye commended for healthy eating campaign.

Boeing needs to provide more answers on Dreamliner firest to Transportation Secretary Ray LaHood.

Costco backs minimum-wage increase.

Cracker Barrel adds lower-calorie items.

Dell sees buyout deal threatened by activist investor Carl Icahn.

DirecTV bemoans rising program costs.

Google expands Street View in Europe.

Jamba Juice looks to fresh juice to boost sales.

Lego eyes tie-up with "The Simpsons" on Fox.

Moe's Southwest Grill readies first national ad campaign. Continue reading...

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