Posted by Dale Buss on May 26, 2014 05:10 PM
Nestle wants to get back in the US tea game in a big way, so it is dusting off a favorite advertising slogan of American boomers—“Take the Nestea Plunge”—and reinterpreting it for a new generation of tea drinkers.
The original “Plunge” ad campaign debuted in the Seventies and ran through the Nineties and featured individuals in need of refreshment falling backward into a pool of water after taking a sip of Nestea, cementing the brand’s place in pop-culture history. Now it's back with a new ad campaign that updates the iconic ads and tagline.
“The brand hadn’t been actively communicated in a decade,” Rick Tanner, vice president of marketing for Nestle Waters, told brandchannel. “In consumer testing, ‘Take the Nestea Plunge’ just resonated as to how to bring the brand back.”Continue reading...
chew on this
Posted by Abe Sauer on May 19, 2014 07:09 PM
YouTube was created in 2005. A year later, Time magazine named "You" it's iconic "Person of the Year." In a way, Burger King was almost two generations ahead of both when, in 1974, it launched its slogan "Have It Your Way." Alas, nobody ever recognizes an innovator in its own time, especially in a population of increasing narcissism. So, Burger King has announced it is scrapping "Have It Your Way" in exchange for "Be Your Way."
Ironically enough, what feels more new-age 1974 than the slogan "Be Your Way?"
Through the years, the slogan has changed but always maintained its core message about what "you," the consumer wants. Particularly strong was "Your Way Right Away"; less so, "When you have it your way, it just tastes better."
When a brand changes one of its deeply identifying characteristics after decades, it invites harsh criticism. Sometimes that criticism is warranted. (We're looking at you, Gap.) But also, that criticism is often so much get-off-our-lawn bellyaching by critics who miss the convenience of the simple UHF/VHF dials.Continue reading...
Posted by Mark J. Miller on May 15, 2014 04:46 PM
American consumers may joke about how so many products are "Made in China" these days, but Bloomberg Businessweek is hearing that plenty of Chinese consumers now prefer products with a "Made in America" label, particularly as a differentiator online.
"Fears of being cheated or buying fake goods" is behind all the "Made in the USA" interest, CNBC reports. Even if the products are made in China, highlighting "quality domestic production to gain a sales edge" is becoming increasingly common on the mainland.
As labor costs increase in China, U.S. companies, particularly small and midsize ones, are starting to produce domestically and then export. As Americans continue keeping a tight grip on their wallets, e-commerce and access to ports has made this new wave of exporting possible.
"Inside regional U.S. airports, entrepreneurs are boarding international flights to pitch products," according to CNBC. "Workers at U.S. ports are loading more containers, packed with everything from U.S.-origin lumber to glass."Continue reading...
Posted by Dale Buss on May 6, 2014 10:01 AM
When Fiat Chrysler CEO Sergio Marchionne hatched the company's first five-year plan in 2009, he was cut some slack because most constituencies were just happy Chrysler was still in business after going bankrupt.
But while sales for Chrysler and its brands in the U.S. have recovered far beyond the hopes of most of its executives, employees, and dealers at the time, the company has performed far less impressively where it's going to count most for the long term: molding a family of solid and differentiated brands, each with product lineups that not only justify each marque's existence but stand out on the vehicles' respective merits as well.
So anticipation is high for Marchionne's analyst day briefing today at Chrysler group HQ in Auburn Hills, Michigan (follow the conversation with #FCA5).
In addition to officially revealing the new Fiat Chrysler Automobiles corporate logo, Marchionne and his brand leaders will outline how FCA plans to transition from successful survivalist to transformed titan and ensure a long-term future in a global auto business that continues to get more competitive, detailing specific goals and sales targets across its marques.Continue reading...
sports in the spotlight
Posted by Mark J. Miller on May 5, 2014 04:43 PM
In just over a month, the world's top soccer players will take to the field and do battle from June 12 to July 13 in soccer's quadrennial blockbuster event, the FIFA World Cup. Big brands, though, are already tangling and showing their soccer cred in hopes of winning the hearts and minds of the billions that get a glimpse of the World Cup. The Super Bowl is nothing compared with this.
With a relationship with FIFA dating back to 1974, and as an official sponsor of the FIFA World Cup since 1978, Coca-Cola is celebrating this year's event with what it's billing as the largest marketing campaign in company history, entitled The World's Cup. Aimed at involving as many consumers as possible, the campaign kicked off in early April with a two-minute short film, called "One World, One Game."Continue reading...
sip on this
Posted by Dale Buss on February 24, 2014 04:47 PM
After nearly 20 years, the milk mustaches were kind of drying up—in their effectiveness, at least. So MilkPEP has finally ditched its iconic "Got Milk?" campaign in favor of a new positioning that pursues the theme du jour for much of the American CPG business these days: protein.
"Milk Life" is the new tagline of advertising for the US Milk Processor Education Program (MilkPEP), which borrowed the "Got Milk?" theme from the California Milk Processor Board and then made it iconic by slapping milk mustaches on hundreds of celebritries, ranging from Frankie Muniz to Heidi Klum, in print ads, billboards and TV commercials.
"We want to make sure that milk is relatable, relevant and meaningful to Americans," said Julia Kadison, interim CEO of MilkPEP, in a statement. "We love that 'Milk Life' has a powerful double meaning: It's about wringing every last drop out of every single moment, and it represents a way of living where milk helps power you to be your best."Continue reading...
Posted by Dale Buss on January 28, 2014 11:57 AM
Now that chocolate ranks as a health food (some dark varieties, at least) and not just a marker of a junky snack, brands from Crest to Cadbury are looking for ways to extend its reach in unusual new ways.
P&G, for instance, just announced a new line of Crest toothpaste with new flavors including Mint Chocolate Trek that is meant to shake up the moribund dental-care market and appeal to what CFO Jon Moeller called "experiential" users who always want something new.
The new flavors—part of a new "Be" line that also includes Lime Spearmint Zest and Vanilla Mint Spark—are a departure from the mint and cinnamon that are prominently featured among the 51 (yes, 51) variations of Crest already on shelves.
"It's a whole new world of deliciousness for toothbrushes everywhere," Crest said. But are consumers ready to "Be" "Anything But Boring" as the new tagline promises?Continue reading...
Posted by Sheila Shayon on January 15, 2014 06:41 PM
Anheuser-Busch InBev's Super Bowl XLVIII game plan is a mixed bag of old and new as the alcohol giant turns its focus to its core brands—Bud Light and Best Global Brand Budweiser—as competition from Coors Light, craft beers and imported brews heats up.
In total, AB InBev will air five ads, three for Bud Light and two for Budweiser.
A veteran Super Bowl advertiser, Budweiser will once again utilize its iconic Clydesdales in a new spot, "Puppy Love," as well as one that honor's returning military troops that is "particularly special because of the sheer number of troops coming home from Afghanistan," Budweiser VP Brian Perkins told USA Today.
Bud Light, on the other hand, will showcase an innovative re-sealable aluminum bottle, "Cool Twist," in spot called “So Cool” that is scheduled to air in the game's first timeslot along with two others that include celebrity tie-ins.
One thing that isn't resting on nostalgia is Bud Light's four-year-old tagline, "Here We Go."Continue reading...