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...

celebrity brandmatch

Miller Lite Brings Back 'Miller Time' and 'All Star' Approach in New Campaign

Posted by Dale Buss on March 8, 2013 06:12 PM

Miller Lite is turning to an old page in its playbook, with a new gang of celebrities designed to boost the flagging brew in a fresh slate of TV commercials served up on another iconic platter for the franchise, "Miller Time." The new go-to guys for Miller Lite include Vince Vaughn, Ken Jeong, Chuck Liddell and Questlove.

But interestingly, Miller brand managers say that their new campaign (watch below) will not seek to trade too heavily on the appeal or persona of any one of its new stable of celebrity pitch people. One ad wonders what it would be like to hang out with actor Jeong, who will star in the upcoming Hangover Part III—but he's self-deprecating in the spot.

"Celebrity is not our strategy," Con Williamson, chief creative officer at Saatchi & Saatchi, the agency behind the campaign, told Ad Age. "Our strategy is solely focused on Miller Time." That, of course, will leave Miller strategically opposed to the growing number of tight tie-ups between beverage brands and individual celebrities, including Justin Timberlake and Bud Light Platinum, Taylor Swift and Diet Coke, and Beyonce and Pepsi.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...

automotive

Chevrolet Finds New Roads With VW's Tim Mahoney as Global CMO

Posted by Dale Buss on February 25, 2013 07:19 PM

With the hiring away of Tim Mahoney from Volkswagen as Chevrolet's global chief marketing officer, General Motors appears to be moving one more step closer to a long-discussed goal of obliterating the GM "brand" altogether.

Mahoney—who has helped VW achieve strong double-digit sales gains in the U.S. in each of the last three years—has been named to the newly created post of global CMO for Chevrolet and of global GM marketing operations leader.

Because Mahoney, a three-decade veteran of automotive marketing, will report to GM's interim CMO, Alan Batey, his addition bulks up the Chevrolet brand that Batey also has been heading up for the last year, including recently replacing the "Chevrolet Runs Deep" tagline with the "Find New Roads" positioning.

Batey was vice president of U.S. sales and service and then took over as interim CMO for the corporation when GM's global CMO Joel Ewanick departed abruptly last year.Continue reading...

automotive

GM CMO Batey Looks to Woo Millennials to Chevrolet With Big Screen Campaign

Posted by Dale Buss on February 18, 2013 06:02 PM

Now that Chevrolet has rolled out the first creative under its "Find New Roads" brand positioning, General Motors CMO Alan Batey wants to give the upbeat, product-oriented theme as much exposure as he can.

Batey tells brandchannel that, in addition to new vehicle-specific TV ads in the weeks ahead, Chevrolet will be doing more in-cinema advertising than ever before.

The original ad that aired during the recent Grammy Awards telecast on CBS—including vignettes separately featuring the Chevrolet Volt, Spark, Sonic, Corvette Stingray and Impala—"will be broken down into four standalone-product ads," Batey told us, "and we'll also be using that work quite extensively not just on TV but also in cinema," he said.Continue reading...

brand ambassadors

'Blade Runner' Sponsors Nike, BT Shocked, but Sticking with Oscar Pistorius, For Now

Posted by Mark J. Miller on February 15, 2013 01:53 PM

Oscar Pistorius was a man once known for being the fastest double-leg amputee on the planet. Now that the so-called Blade Runner has been charged with murder for the shooting death of his model girlfriend Reeva Steenkamp early Valentine’s Day morning, his sponsors, who pay out about $2 million to Pistorius annually, are moving just as quickly as Pistorius to figure out how to deal with the sudden PR nightmare.

Nike’s attachment to Pistorius was compounded by the fact that an ad featuring the Olympian used the tagline, “I’m the bullet in the chamber.” It was pulled from Pistorius’s website on Thursday, Ad Age reports. The victim's tweets before her murder also created a social media nightmare for anyone or any company attached to the paralympic athlete.

"Nike extends its deepest sympathy and condolences to all families concerned following this tragic incident," his sponsor said in a statement. "As it is a police matter, Nike will not comment further at this time." Two other sponsors, Oakley and BP Global, both used the word “shocked” in their statements on the issue. Thierry Mugler fragrances had nothing to say other than it was waiting to see what happens with the investigation.

British Telecom, better known as BT, also went the “appalled” route with its statement: "Our thoughts are with all those affected by this tragedy. Given the ongoing legal proceedings, it would be inappropriate for us to comment further."Continue reading...

sporting brands

Can Adidas Boost Market Share and Make a Serious Run at Nike?

Posted by Mark J. Miller on February 13, 2013 01:02 PM

After hyping its release for weeks, Adidas' new Boost running shoes finally made its debut Wednesday. The New York announcement was made in good company, with 100-meter world champ Yohan Blake of Jamaica and two-time 10,000-meter Olympic gold medalist Haile Gebrselassie of Nigeria standing close by. 

Since the release of Christopher McDougall’s excellent book "Born to Run" back in 2009, a book that made a well-researched case for running barefoot, the running world has had an ongoing debate of whether it is better to workout in “barefoot” shoes or to layer on the extra cushion.

With Boost, Adidas is going "all in" (as its global tagline goes) on the cushion, although the sportswear giant is happy to capitalize on that other market as well. The Boost shoes combine two new elements: the Boost cushioning, which is supposed to be so bouncy that it’ll keep runners going forward for extended periods and the ominous-sounding Spring Blade, which helps the shoe return to its proper shape while your foot flexes.Continue reading...

sporting brands

Adidas Looks to Boost Sales With High-Tech Running Shoe, Britney and Selena

Posted by Mark J. Miller on February 12, 2013 02:39 PM

Running is about to change forever. Well, that’s what the marketing minds at Adidas want you to think about their new running shoes, the Adidas Boost trainers, which will make their debut Wednesday.

To prove the point, Adidas has released a teaser video (below) that shows off three metal balls being dropped from the top of the frame onto the base material for Boost, EVA (or ethylene vinyl acetate, which is often used in running shoes), and concrete. Guess which ball bounces the highest by far? Spoiler alert: Boost it is.

The Adidas Running website and Facebook page are also teasing the big reveal at a global press event in New York, while promoting the #boost hashtag to stir Twitter conversations.Continue reading...

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