2014 Brandcameo Product Placement Awards

campaigns

Levi's is Ready to Go Forth and Dress with Purpose

Posted by Mark J. Miller on July 26, 2012 02:44 PM

For a few years, Levi’s has been telling America and then, the world, to go forth, speak out, raise a ruckus, and, while you’re at it, buy some Levi’s. It’s all part of that idea of the jeans-wearing rebel America that was borne out of the Sixties.

Levi's Go Forth campaign launched in 2009 on the Fourth of July, the celebration of one of America’s greatest speak-truth-to-power moments. But this year, the Fourth came and went without Levi’s going forth and marketing. But just when you were at the tail end of your dismay, the San Francisco-based denim giant is delivering.Continue reading...

London 2012

London 2012 Watch: Nike Flips the Bird to Olympics Brand Police

Posted by Mark J. Miller on July 25, 2012 07:14 PM

God help the poor Pepsi-loving soul who wanders through London over the next few weeks. The dreaded brand police are swarming the country in search of any signs of anyone mentioning or attempting to showcase any corporate entity that is a competitor to the official Olympics sponsors, and anyone who even so much as thinks of sponsor Coke’s biggest competitor should fear the consequences. But that's nothing compared to what Nike is staging: the brashest act of ambush marketing in the history of the Olympics Games. And we'll bet they get away with it because, well, it's Nike.Continue reading...

celebrity brandmatch

Nationwide Insurance Still On Your Side, And So Is Julia Roberts

Posted by Dale Buss on July 20, 2012 05:58 PM

Nationwide Insurance doesn't think it gets enough credit from customers and other consumers for being "on your side" in auto-insurance matters. Cue a new branding campaign tied to the biggest sports event on the calendar and to one of America's best-liked actresses to make the point.

On Friday July 27th, during the prime-time telecast of the opening ceremony of the 2012 Summer Olympics on NBC, Nationwide will debut new TV campaign featuring the distinctive voice of actress Julia Roberts, whose Lancôme campaign for L'Oréal was banned in the U.K. last year for airbrushing.

"'Nationwide Is On Your Side' is a familiar tagline and jingle, but not many people understand exactly what it means," Matt Jauchius, Nationwide's chief marketing and strategy officer, said in a press release about the new "Join the Nation" campaign. "Our goal wth this campaign is to tell the story of who we are as a company and what our On Your Side promise truly stands for — doing what's right for our members and protecting the things and the people they hold dear."Continue reading...

London 2012

London 2012 Watch: It's Raining Brands Post-Cool Brittania

Posted by Mark J. Miller on July 17, 2012 05:25 PM

With less than two weeks to go before the Summer Games kick off, London Olympics organizers have suddenly discovered that they’ve got a major problem on their hands: Security. And rain. A backlash to the so-called "brand police." And what to do with thousands of tetchy journalists?

Post-Cool Brittania, We Stand on Guard for Thee

After spending years prepping to make the Olympics a shining moment in the city’s history that should help make its brand shine, London is hurting for security help. Nick Buckles, the head of the firm that is providing what security will exist, G4S, admits that the whole thing has been a “humiliating shambles,” according to the Guardian. Even so, London city officials are hoping that somehow they can turn things around quickly in hopes of rescuing the city’s brand.Continue reading...

sip on this

Honest Tea: Turning Lemons Into TV Ad(e)

Posted by Dale Buss on July 17, 2012 04:23 PM

Honest Tea has moved steadily toward the mainstream of the U.S. beverage business in recent years, as Coca-Cola has invested more and more in the brand. But since it was purchased outright by Coke last year, the Bethesda, Md.-based organic-tea and -juice startup has moved at the even faster pace that would be expected of a tiny company now backed by the immense marketing and distribution resources of the world's biggest soft-drink concern.

So it's not surprising that Honest Tea has launched its first integrated advertising campaign (and a new tagline: "Refreshingly Honest") and, what's more, that it includes the brand's first foray into TV advertising — as you can watch below:Continue reading...

web watch

E! Entertains Advertisers With Digital Refresh

Posted by Sheila Shayon on July 9, 2012 04:04 PM

Comcast's E! Entertainment channel has overhauled its website, on Monday revealing an online brand refresh to better showcase the site's content and ads.

Debuting a refreshed visual branding system and new slogan, “Pop of culture,” the website now features a “liquid” publishing and advertising platform, changing dynamically to reflect the brand as the go-to destination for all things pop culture, according to the New York Times.

“We need a site that can present all the content we have,” commented John Najarian, EVP and GM for digital media and business development at E!, one of the cable TV networks owned by Comcast's NBCUniversal arm, to the Times. “And our second goal is, How do we make the advertiser feel more special?”Continue reading...

social media watch

SimCity Woos Gamers on Facebook

Posted by Sheila Shayon on July 6, 2012 10:17 AM

SimCity Social is now out of beta and live on Facebook, as a free-to-play version of the virtual city-building video game that spawned a Sim empire. "SimCity Social will entice a new generation of urban planners with its easy-to-use tools that allow anyone to expand and grow their own unique sprawling metropolises and watch as it comes to life in fun and unexpected ways," commented Jami Laes, VP of Global Studios for Playfish, which collaborated with Maxis to make it happen.Continue reading...

follow the money

Crocs Expands in India With New Tagline, Styles

Posted by Sheila Shayon on July 2, 2012 11:09 AM

Crocs is expanding the availability of its spongy footwear into the booming Indian market with a new tagline, “Walk in comfort, wear in style.” Asia is rapidly growing and may replace the U.S. as the largest market for the billion-dollar brand that is in almost 100 countries and posting a year-on-year sales increase of 40.5% in the first quarter.

Crocs entered India in 2007 through a franchising and licensing agreement, and the little shoe that could is now available in 13 cities across India through 26 exclusive stores (and one kiosk in Pune). 

“The new brand campaign sends the message that Crocs can be worn every day, for every occasion,” says Florent Andre Bailly, Crocs VP for West Asia, India and Africa.

“We are constantly touching new consumers because many people still think that Crocs is a clog company, and when they find out the wide range of shoes which are comfortable yet stylish. This in itself is a whole new growth driver for the business.”Continue reading...

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