Posted by Dale Buss on April 4, 2012 01:01 PM
Because it owned the house, it was predictable that Ford's new reality-TV show on NBC, Escape Routes, would find every angle to tout the automaker's new 2013 Ford Escape — the namesake inspiration for the show. And it did.
But what viewers of the first installment of the show might not have expected was to see a number of other blue-chip brands — including McDonald's, J.C. Penney, several Procter & Gamble marques, even Ford rival Volkswagen — go along for the ride.
The six-week Escape Routes series, which debuted on March 31st, is the latest way for Ford to push the envelope with new-era marketing formats, where it has demonstrated industry leadership.
And while the first installment was hardly Emmy-worthy appointment viewing, Ford executives tell brandchannel they're pleased with the social TV meets branded entertainment experiment.Continue reading...
Posted by Barry Silverstein on March 14, 2012 01:01 PM
For decades, Procter & Gamble has been pitching laundry detergents, promoting a dizzying array of different brands that all basically do the same thing — get clothes clean. Typically, detergent advertising concentrates on the features of the product and the benefits the consumer derives from using it.
So how does a niche detergent brand break through, especially when it doesn't have the luxury of the ginormous promotional budgets of a Procter & Gamble? For Method, the answer is simple: Be quirky.
Method, a pioneer in earth-friendly detergents and cleaning products, has fought against the Tides of the world since its founding 12 years ago. But it is only in recent years that the brand has faced its toughest competition.Continue reading...
Posted by Dale Buss on March 7, 2012 09:03 AM
Amazon's original programming plans draws speculation.
Apple prepares for iPad (HD?) reveal frenzy today while new device also could be boon for Verizon Wireless; and company receives key patent for iWallet.
Arby's uses holistic approach to social media to boost Klout score.
Bank of America is bullish on girl power.
Bentley's 'ugly' SUV the talk of the Geneva Motor Show.
Boeing forms alliance with Chinese jet maker.
Carbonite sees stock price drop after withdrawing advertising from Rush Limbaugh, as radio host sees 30+ advertisers leave, including Netflix.
Chevron faces criticism after gas-rig fire off Nigeria.
Cosmopolitan reaches 100K paid digital subscriptions.Continue reading...
Posted by Dale Buss on March 6, 2012 09:04 AM
Apple stock price looms large as iPad 3 (aka iPad HD) debut nears, and the company is sued by a firm that has a patent deal with Microsoft.
Boston Beer expands beyond Sam Adams.
BT and TalkTalk lose case against UK's anti-piracy legislation.
Chevy Volt woes may take solace from Toyota Prius.
Dunkin' Donuts brings pork doughnuts and LeBron James to China.
GM and Peugeot cement alliance.
Geneva International Auto Show opens amid slump in European car sales as Volkswagen shows off a Bentley concept SUV.
Jack Daniels opens "drinking school" with Zac Brown Band.Continue reading...
Posted by Dale Buss on February 27, 2012 01:31 PM
Stagnation is a dirty word at Procter & Gamble, one of the world's most successful CPG companies. So P&G is making some strategic steps to re-accelerate growth, heighten profitability and combat what at least are perceptions that the company has slowed down as one of the industry's engines of innovation.
P&G CEO Bob McDonald told analysts last week at the annual CAGNY conference that the company will cut costs totaling more than $10 billion over the next five years, including $1 billion in external marketing spending and reduction of more than 4,000 additional jobs in non-manufacturing areas including marketing.
In his presentation, McDonald said the cuts also are meant to address a mismatch between where the company spends much of its money in developed markets such as the United States vs. emerging markets where sales are growing fastest. P&G also has been hit by rising commodities costs and consumer resistance to resulting price increases in some markets.
Appreciative investors immediately bid up P&G stock by more than $2 a share, to close at $66.71 a share on Friday. Among the sources of savings, McDonald said, will be having consolidating its marketing operation and using more lower-cost digital marketing, as well as launching more multibrand marketing initiatives such as a 30-brand P&G effort built around the 2012 Summer Olympics. Even so, McDonald stressed that he expects 2012 marketing spending to be "roughly" in line with the total last year.Continue reading...
Posted by Shirley Brady on February 24, 2012 08:05 PM
As it has done for the past three Academy Award ceremonies, jcpenney will hit the Oscars red carpet by promoting its recent "brand refresh," showing off that it's had a little work done (new logo, single-monikered lowercase name) and is making a comeback in true Hollywood fashion.
New brand face Ellen DeGeneres will be featured in five 30-second commercials (watch "Changing Room" above and a sneak peek at others set in the Wild West, Victorian England and ancient Rome, below) that will air in North America during ABC's telecast on Sunday night.
Other brands debuting new campaigns at the 84th annual Academy Awards include Hyundai's new Wes Anderson commercials, and a glamorous spot for the sixth-generation SL roadster by Mercedes-Benz.Continue reading...
Posted by Shirley Brady on February 24, 2012 12:19 PM
Like one-third of the Super Bowl advertisers this year, Tide is partnering with Shazam in a first for a P&G brand to offer a free download of a tune: Savoir Adore's cover of Men Without Hats' Pop Goes the World, a nod to the new Tide Pods tagline, "Get ready to pop your laundry." The yet-to-be released commercial will debut during the Oscars telecast on ABC Sunday night.
Find out more about how the dissolvable detergent packs work below.Continue reading...
Posted by Dale Buss on February 23, 2012 09:03 AM
Airbus and Boeing are building too many planes, plane-leasing exec warns.
Amazon pulls some independent titles from Kindle in dispute.
Campbell Soup counts on new products for turnaround.
Fuller Brush files for bankruptcy.
GM hopes Peugeot can help solve riddle of European market.
Google agrees to add "Do Not Track" button and support coalition of Internet companies.
HP continues struggles with PC business.
Hyundai prepares for its own show during Oscars.Continue reading...