Posted by Alicia Ciccone on April 11, 2013 08:12 PM
Pepsi isn't the only cola brand that has a songstress on its payroll. Diet Coke has been busy collaborating with golden-girl Taylor Swift for the next installment of its "Stay Extraordinary" campaign.
Debuting during the American Idol broadcast on FOX Thursday night, Swift's new spot, "Music That Moves," highlight's the Grammy-winner's unique approach to song writing. Created by Droga5, the spot captures Swift in her natural element, penning lyrics whenever inspiration strikes—with a Diet Coke in hand, of course.Continue reading...
Posted by Sheila Shayon on April 8, 2013 01:53 PM
HTC One, a.k.a. the Facebook Home phone that's coming to AT&T and other carriers, is just one focus of the company’s impending brand refresh and aggressive marketing campaign to get better market placement against competitors like Samsung.
HTC has been known for good hardware and not-so-good promotion, but squaring off against marketing-savvy Samsung requires the former to up its game. "It's one thing to make a great device—HTC has done that before," Mike Woodward, president of HTC America told the LA Times. "What is a little different this time is the way that we're going to market. We want to really get that down to the streets and get that down to consumers."
HTC had been using “quietly brilliant” as its slogan, but the brand is looking to step out of its shell with a new marketing message that has “bold,” “authentic” and “playful” themes. The new tagline, "Everything Your Phone Isn't," is courting "Generation Feed" (what HTC calls tech-savvy, early-adopters). "Tech millennials are hard to connect with," Erin McGee, HTC North America VP Marketing told Ad Age. "We wanted to create a closer connection by targeting passion points."Continue reading...
chew on this
Posted by Shirley Brady on April 5, 2013 02:04 PM
KFC U.S. today announced its Original Recipe Boneless menu, which it's promoting with new spots, on Facebook and with the Twitter hashtag #TeamBoneless.
As USA Today noted, "In an astonishing brand reversal, KFC is about to stake its future on a red-hot concept that might have caused Colonel Sanders, himself, to see red: boneless chicken."
More details on the move, which was three years in the making and will see more than 90 percent of KFC's menu items to eventually go bone-free, in the press release below.Continue reading...
Posted by Shirley Brady on April 4, 2013 11:05 AM
Beyonce's new TV commercial for Pepsi was released today after being teased on Wednesday.
Reinforcing Pepsi's "Live for Now" global tagline, the "Mirrors" spot features a Bey dance-off with her many personas including alter-ego Sasha Fierce — watch it below.Continue reading...
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...
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...
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...
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...