Posted by Dale Buss on October 24, 2014 12:14 PM
By adding baseball ingenue Mo'ne Davis to the its starting rotation in a new TV ad for the World Series, Chevrolet is tapping into a new type of Americana—one that has been built around the 13-year-old girl who wowed opponents, spectators and baseball fans alike with her stellar performance in last summer's Little League Baseball World Series.
"Very few brands could tell the story on that stage and in as credible a fashion as Chevy can," Steve Majoros, an advertising and marketing director for Chevy, told brandchannel. "It's a nice, natural fit for us with the story and the magical summer [Davis] had." Continue reading...
Posted by Darcy Newell on October 21, 2014 01:12 PM
This week, Whole Foods Market debuted its first national advertising campaign across the U.S. Though the company has been around since 1980 and has grown to 381 stores nationwide, it has previously focused on communicating at the local and regional levels, touting specific or seasonal offerings, rather than sharing a unified, high-level message.
Since its beginning, Whole Foods has held on to its share of a market it essentially defined. After all, before Whole Foods’ launch three and a half decades ago, consumers didn’t have a resource for healthy, organic and ethically-sourced food, and for a long time, Whole Foods stores were the only place to find it.
Today, however, new options—like grocery stores, Community Supported Agriculture (CSAs) groups and organic food delivery services—continue to emerge to challenge Whole Foods’ market dominance. Many of these players tout an evolved proposition—giving the healthy and environmentally-inclined consumer delicious fare that satisfies his or her appetite, conscience, and—this is new—wallet.Continue reading...
Posted by Sheila Shayon on October 20, 2014 11:14 AM
Five months after announcing its Swarm app and splitting its business, geo-location Foursquare is launching its first brand campaing. It's taking a foodie approach in wooing New Yorkers and Chicagoans, who will see ads for the next six weeks in subways and on the streets as a multimillion-dollar effort to take on rivals Yelp and Urbanspoon.
"The ads really go after the idea that we all have different tastes and different friends," commented Jeff Glueck, COO Foursquare, to Adweek. "We shouldn't always get the same recommendations. The local and travel guides of today could be much better with personalization. So the copy will again and again say, 'The new Foursquare learns what you like and leads you to places you love.'"Continue reading...
Posted by Rami Levi on October 16, 2014 05:46 PM
Canon USA last week launched "See Impossible," a new tagline and logo as part of a multi-year branding campaign.
Much in line with the industry shift towards "age of you" and human storytelling, the accompanying ads focus on the people, rather than the camera.
As Adweek noted, "Canon's campaign centers around a new microsite, which houses a series of digital videos that highlight how customers use a range of products. One 45-second clip shows how an author used the technology to self-publish her book. Going forward, Canon will expand the site's content to include submissions from consumers and clients."
"We're going to use it as a messaging vehicle, but we're also going to use it internally to organize and marshal our resources in a way that's much more customer-centric than just strictly approaching everything from a product viewpoint that we've done over the years," said Michael Duffett, VP and general manager of marketing at Canon USA.
brandchannel spoke with Duffett to get more of the strategy behind the new branding, positioning and campaign for the world's 37th most valuable brand. Continue reading...
sip on this
Posted by Dale Buss on October 14, 2014 01:01 PM
This time around POM Wonderful isn't likely to provoke the US Federal Trade Commission with its new advertising. The beverage brand's new "Crazy Healthy" campaign marks its first time in three years to run TV spots, and they won't be seen as controversial.
Just about two years ago, an agency judge ruled that the brand had gone too far in claims in its advertising that the fruit juice helps cure or mitigate specific diseases such as cancer. POM Wonderful objected by poking a thumb in the eye of the FTC with a provocative campaign, "FTC v. POM. You be the judge."
But now, in its return to national US TV advertising starting this month, POM Wonderful has taken a much more oblique—and non-confrontational—approach with its messaging for 100% pomegranate juice. No images this time, as before the FTC action, of a POM Wonderful bottle with a noose around its neck and the tagline, "Cheat death."Continue reading...
Posted by Sheila Shayon on October 9, 2014 08:57 PM
In a new global brand campaign debuting Oct. 13, eBay wants customers to "Shop The World" this holiday season.
It's releasing a series of spots showcasing the wealth of goods available on eBay in action scenarios like surfboards riding waves, smartphones with global scenes and iconic images like Jimi Hendrix’s guitar or Dorothy's red shoes from The Wizard of Oz, with the tagline, "It’s a great big world and it can all be yours. Here, and only here."
Running in four of its largest markets—the US, Australia, Germany and the UK—the campaign follows eBay’s recent announcement of its split with PayPal, its fastest-growing segment.
The goal of the campaign is to "drive great traffic into the eBay stores of our sellers," stated CMO Richelle Parham, who was in New York today at the New York Stock Exchange celebrating the brand's rising stature—up nine spots on Interbrand's new Best Global Brands report.Continue reading...
Posted by Mark J. Miller on October 7, 2014 05:14 PM
Canon U.S.A. today released a new branding campaign — "Canon See Impossible" — in a bid to inspire customers to see differently with Canon products.
As part of the companywide marketing initiative, the iconic brand is rolling out a new logo visual that incorporates the new "Canon See Impossible" tagline, accompanied by a 3-D visual of an expanding box, symbolizing (according to a press release) "the company's desire to break the boundaries of what is possible and shift the focus from Canon as being solely a manufacturer of quality digital imaging products to a Company that empowers the creative spirit within its people and customers."Continue reading...
Posted by Dale Buss on October 6, 2014 02:09 PM
Fiat Chrysler is hoping to take a big leap forward in honing the positioning of its Dodge brand with a new ad campaign focused around the accomplishments of the brothers who founded the company that eventually became the property of Chrysler—and the modern-day Dodge cars that bespeak their legacy.
One of the new ads features Horace and John Dodge in a ballroom where they and their cars are being feted. It's set in about 1915, they year they founded the automaker. When a curtain is pulled back, it reveals not only the brothers swinging from the chandelier but the "new" Dodges from that era, along with the 2015 Dodge Challenger.
Along with the tagline "Their spirit lives on," the message establishes the co-founders daredevil spirit ("They raced yachts. Their lives were big, but their dreams were even bigger") as still alive in the brand's DNA today.Continue reading...