place branding

Sandy Recovery: A 'Come Back!' Campaign, and a Special Beer Pitches In

Posted by Mark J. Miller on January 18, 2013 06:10 PM

Superstorm Sandy devastated much of the New Jersey shoreline and crippled parts of New York City. Many are still recovering, and will be for some time. On Staten Island, many storm victims remain living in a shelter.

Part of the region's recovery will inevitably depend on branding efforts that must override images of utter destruction from the public's mind, just as the need for donations remains as the rebuilding continues.

On the larger scale, New Jersey is deploying its first post-Sandy branding effort to woo tourists back in summer.Continue reading...

brand loyalty

Ford Tops Industry in Brand Loyalty as Drivers Stick With Them No Matter What

Posted by Dale Buss on January 18, 2013 03:30 PM

Throughout a series of recent mishaps, Ford executives have seemed confident that their brand and products would come through in fine shape with American consumers.

Now, a couple of new assessments of automotive brand loyalty indicate  their confidence was well-considered.

Ford has placed No. 1 in loyalty rate of any brand among consumers in 2012, according to a tracking of car-registration data by Polk Automotive. Ford sported a 61 percent loyalty rate while the industry average hovered at 48 percent.

The automaker also finished No. 1 in brand loyalty in an annual survey by Experian Automotive, which found 44 percent brand loyalty overall for Ford, seven of its models in the top 10 of the survey overall.Continue reading...

sip on this

Coca-Cola Continues Obesity Rebuttal With New TV Commercial [VIDEO]

Posted by Shirley Brady on January 16, 2013 08:46 PM

Following the US TV debut of its anti-obesity campaign on cable news networks Monday night, Coca-Cola revealed its new anti-obesity commercial in primetime broadcast TV, with the "Be OK" 30-second commercial (watch below) debuting on FOX's American Idol Wednesday evening and shared on Twitter. According to the Associated Press, this latest commercial will also run before the Super Bowl on CBS.

The spot aims to debunk notions that a can of Coke is high-calorie, with the message that one can of Coke "= 140 happy calories to spend on extra happy activities: 25 minutes of letting your dog be your GPS + 10 minutes of letting your body do the talking [shown over dancing] + 75 seconds of laughing out loud + 1 victory dance. Coca-Cola: 140 calories."Continue reading...

corporate citizenship

Coca-Cola Addresses Obesity Critics With U.S. TV Campaign [VIDEO]

Posted by Shirley Brady on January 14, 2013 07:43 PM

The Coca-Cola Company on Monday evening began airing a two-minute spot (watch below) on U.S. cable news networks. The subject, in a first for the company: America's obesity debate, in a bid to defend its brands ahead of looming beverage size controls in New York City and Cambridge, Mass.

The world's biggest beverage company debuted the "Coming Together" commercial during a prime-time ad buy on the highest-rated shows on CNN, Fox News and MSNBC "in hopes of flexing its marketing muscle in the debate over sodas and their impact on public health," the Associated Press reported. The theme ties into the company's "Live Positively" and "Open Happiness" campaigns.

"The well-being of our families and communities concerns everyone," Coca-Cola describes the spot. "And finding a solution will take continued effort from all of us. Watch to learn more about how we can all make a real difference. At Coca-Cola, we believe when people come together good things happen." A URL at the end of the spot promotes a website, coca-cola.com/cometogether, for more information.Continue reading...

super bowl

Super Bowl Ad Watch: Got Milk? Pours It On While Bud Saddles Up Clydesdales

Posted by Dale Buss on January 11, 2013 04:31 PM

Scrambling to get their teams on the field as kickoff nears, the drum beat from brands getting ready for the upcoming Super Bowl continues:

MilkPEP is going long with its plans to run its first ever TV commercial—a 30-second spot for its "Got Milk?" campaign—during the Big Game on February 3. Consumption of fluid milk in the U.S. continues to drop even as Americans keep eating more cheese and yogurt, so MilkPEP, the Milk Processor Education Program funded by the nation's dairy companies, is producing a spot featuring Dwayne Johnson, known as the Rock. He goes a long way to get his kids to have milk for their breakfast cereal.

This group has some branding chops, including the long-running campaign that adds milk mustaches to the upper lips of celebrities in print ads and includes its iconic slogan. But as the New York Times notes, until now, its Super Bowl marketing participation has been confined to running newspaper ads before or after the game.

It's also partnering with the National Dairy Council and the NFL, including New York Giants star receiver Victor Cruz, to get kids to eat better and be more active, under the league's Fuel Up to Play 60 campaign.

In addition to joining forces with Pepsi for a bigger Super Bowl retail push, Budweiser has unveiled more of its plans for its six Super Bowl ads. In addition to debuting a new Budweiser Black Crown brand — a higher-alcohol, more upscale version of Bud aimed at evening consumption — AB InBev will be plugging new beer brand Beck's Sapphire. It also will bring back the venerable Clydesdales, the iconic giant horses that have been associated with Bud for decades.Continue reading...

sip on this

Lipton Refreshes US Branding as Starbucks Heats Up Tazo, Teavana Tea Brands

Posted by Dale Buss on January 11, 2013 03:01 PM

Lipton is going back to basics, in a way, to add new aroma to its U.S. tea business with the first marketing campaign behind its staple black-tea products in America in nearly a quarter-century.

Lipton—the biggest name in tea globally, at over 100 countries and 100 years old—also has held on to its lead in the US CPG dry-tea market for decades, despite essentially having ignored its basic black teas in a marketing sense.

Now, the Unilever-owned brand has launched a campaign aimed at getting US tea consumers to "Drink Positive" (a play on "Think Positive") and to appreciate the uplift that tea can give them. It's also a move to increase the number of tea-drinkers by skewing younger.

The integrated campaign by DDB New York includes TV, digital (liptontea.com, its US Facebook page, Instagram and Twitter) and a visual refresh by making the iconic Lipton packaging a more vibrant shade of yellow.Continue reading...

super bowl

Super Bowl Update: Chrysler, Taco Bell Return as Budweiser Unveils New Brew

Posted by Dale Buss on January 9, 2013 01:14 PM

Super Bowl XLVII is getting closer, so more heavyweight brands are making the required heavyweight commitment to advertise during the Big Game on CBS on February 3.

The network said today that all of the available spots are sold out at around $4 million per 30 seconds, with the latest returning brands including Chrysler from last year and Taco Bell from three years ago.

Budweiser plans to debut Budweiser Black Crown, an amber lager with higher alcohol content, with a 30-second spot during the game. Anheuser-Busch InBev introduced Bud Light Platinum during last year's game, while Black Crown was developed via last year's Project 12 regional brewmaster challenge.

Taco Bell had a very good year with a snap-back in sales on the strength of new produccts such as Doritos Locos Tacos, and so the Yum!-owned brand has confirmed it's suiting up for the Super Bowl for the first time since 2010. The chain's 60-second spot will "support the brand’s 'LIVE MÁS' tagline and spirit."

Doritos, meanwhile, tapped actress Ali Landry, who rose to fame during her 2008 Super Bowl commercial debut with the brand, to announce the five finalists for its fan-voted "Crash the Super Bowl" creative commercial challenge.Continue reading...

auto motive

Chevrolet Seeks to "Find New Roads" As It Sheds "Chevy Runs Deep" Slogan

Posted by Dale Buss on January 8, 2013 03:43 PM

As rumored late last year, GM is dropping Chevrolet's lackluster "Chevy Runs Deep" slogan and replacing it with a tagline and positioning that the brand's management team believes is more forward-looking and will be more effective: "Find New Roads."

In dumping the introspective "Chevy Runs Deep" tagline — introduced in 2010 with narration by dulcet brand voice Tim Allen, the comedic actor who's also a Michigan native — and adopting a more outward-looking brand positioning, the GM marketing brain trust is taking a number of steps simultaneously.

They're aiming for a new external positioning that can serve more global purposes as "the touchstone for the brand as it devleops new products and technologies for sale in more than 140 markets," according to a GM statement.

Notably, Chevrolet also is adopting "Find New Roads" as an internal rallying cry, an actionable objective for its engineers, marketers and other staffers around the world both for purposes of internal branding and employee engagement in the mission of the brand.

"What we need to do is bring this to life, and it needs to become the thrust of the brand," Alan Batey, GM's interim CMO and its vice president of U.S. sales, service and global marketing, told brandchannel. "That's why the internal alignment is the starting point." External applications of "Find New Roads" will begin globally later in the first quarter, he said.Continue reading...

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