super bowl

#Superbranding: The Best and Worst Super Bowl 47 Ads

Posted by Dale Buss on February 4, 2013 02:04 PM

"Brotherhood," Budweiser's 2013 Super Bowl ad, was among those which stood out among rather routine fare.

Super Bowl ads (the complete list) this year provided few gems, according to an emerging consensus of industry professionals.

Many were deemed lame or even confusing, and generally considered ineffective and off-brand. Several brands seemed to suffer rather than benefit from the frenzy of sneak peeks and full-commercial reveals in this year's rush for pre-Game exposure and social buzz.

Still, some brands were able to leverage social media presence and responsiveness into overall good showings up to and through the event, with campaigns that will move forward from here.Continue reading...

super bowl

Super Bowl Ad Watch: A Crucial Play for Research In Motion's Blackberry 10

Posted by Dale Buss on January 25, 2013 06:10 PM

Above: Tracy Morgan in a teaser for Kraft's Super Bowl ad for its Mio water mix-ins.

There's no doubting the need or the stakes. That's why it isn't too surprising Research in Motion revealed on Friday that it will air a 30-second advertisement for its new BlackBerry 10 smartphone and operating system during the Super Bowl on Feb. 3.

BlackBerry's market share has dwindled, of course, in the wake of the onslaught by Apple, Google and Samsung on the smartphone market. Yet RIM executives have been maintaining that the 10 — with an all-new modus operandi and hardware — is not only the company's last chance, but also a game-changer. They're scheduled to reveal details on Wednesday.

"A Super Bowl commercial is a great opportunity to show the redesigned, re-engineered and reinvented BlackBerry to tens of millions of consumers on the largest advertising stage of the year," RIM CMO Frank Boulben said in a statement. The company already staged an ad takeover of the home page of the New York Times website in December.Continue reading...

in the spotlight

Tide Pods, Plans for China Buoy Optimism at Procter & Gamble

Posted by Dale Buss on January 25, 2013 10:59 AM

After spending the first couple years of his tenure falling short of expectations, Procter & Gamble CEO Bob McDonald now sees a big ray of sunshine — in the form of P&G's second fiscal quarter earnings report. Earnings and sales were well ahead of forecast thanks to the chief's recent aggressive actions to boost brand performance and cut costs.

Consumer and retailer response to new products such as Tide Pods and a high-price version of Pantene shampoo has been promising. P&G said it held or grew market share in businesses representing nearly 50 percent of sales in the October-December quarter. In the U.S. market, it met that pattern in businesses representing nearly 60 percent of sales.

The case of Tide Pods, an important new product, is an example of what P&G is aiming for. Marketing has been able to persuade some customers, even cost-conscious ones, that the premium-priced innovation, which is coming up on its first anniversary, is worth the higher outlay.Continue reading...

brand news

In the News: iPhone, H&M, Lance Armstrong and more

Posted by Dale Buss on January 9, 2013 09:03 AM

In the News

Apple reportedly working on a lower-end iPhone.

H&M reveals launch plans for & Other Stories store brand.

Lance Armstrong to discuss doping in exclusive live-streamed Oprah Winfrey interview as new allegations arise.

Amazon CEO Jeff Bezos doesn't care about profit margins.

American Airlines upgrades international travel.

Asus looks to share in Google Nexus glory.

Audi A7 self-driving autopilot car goes for a spin at CES.

Beauty brands including Philosophy try oxygenating products.

Best Buy's former CMO lands at LivingSocial.

Boeing sees formal probe of Dreamliner.Continue reading...

retail watch

Target's New Campaign a Tongue in Chic Lesson in How to Market Groceries

Posted by Dale Buss on January 7, 2013 04:11 PM

Leveraging its design chops in a whole new way, Target is launching a new multi-faceted marketing campaign behind its CPG products with a decidedly unique twist.

"The Everyday Collection" by Target isn't its latest limited edition designer collaboration. It's a minimalist campaign touting — wait for it — groceries, from cake mixes to laundry detergent, prenatal vitamins to cuts of steak. It's also applying its acknowledged sensibilities in fashion and design to promoting the, let's face it, more mundane SKUs in its inventory on behalf of its brand affiliates: consumer packaged goods.Continue reading...

game change

P&G Awash in Success of Tide Pods, Despite Wrinkles Along the Way

Posted by Dale Buss on December 18, 2012 05:05 PM

Tide Pods are providing a robust helping of good news for Procter & Gamble in a year when its brands, products, strategy and even CEO have been taking a beating.

The company is projecting $500 million in first-year retail sales for pods, according to Ad Age. That's a major feat, given that of the 1,500 new consumer-packaged-goods launches tracked by SymphonyIRI in 2011, only 21 percent reached one-year sales of even $50 million.

Hungry for a big win at a time when nearly everything about its long-running formula for victory has been questioned, P&G has seen Tide Pods become a relatively rapid success since launching in February with a colorful campaign — with a few speed bumps along the way.Continue reading...

brand news

In the News: GE, Walmart, BlackBerry 10 and more

Posted by Dale Buss on December 18, 2012 09:02 AM

In the News

Apple and Android dominate mobile-platform impressions while Apple reports strong sales of iPhone 5 in China and talks with Foursquare about data-sharing deal.

GE plans to buy Avio Italian aerospace group as CEO perceives an "investment pause" in some industries over economy.

Walmart takedown by New York Times continues with searing update on Mexican bribery scandal.

Freedom Group, parent of Bushmaster rifle used to kill Connecticut kids, will be sold by owner Cerberus.

AOL gives all employees $1,000 year-end bonus.

Billabong gets another takeover bid.

BlackBerry 10 now in tests at 120 companies.

Brazil burger chain offers edible packaging.Continue reading...

brand strategy

P&G Outlines $10 Billion Cost-Cutting, New Products, Leaner Marketing

Posted by Dale Buss on November 19, 2012 03:54 PM

Procter & Gamble invented modern marketing, some would argue, in its 175 years. And now the company is hoping to reinvent it by leveraging digital assets, boosting marketing productivity and more narrowly focusing on the company's key brands in their most important markets.

As the company continues to come up off the mat from its criticized performance earlier this year, CEO Bob McDonald hasn't let his foot off the gas — or let up on his determination to continue to overhaul P&G so that it doesn't get caught flat-footed again.

During an analysts' presentation last week, McDonald said that P&G plans to cut more than twice as many non-manufacturing jobs as it already had planned, a further sign that McDonald continues to heed analyst and investor criticism over the company's bloated cost structure.Continue reading...

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