brand news

In the News: Audi, McDonald's, P&G and more

Posted by Dale Buss on March 11, 2014 09:28 AM

In the News

Audi passes BMW in global luxury-auto sales race and predicts record sales.

McDonald's introduces Bacon Clubhouse Sandwich as US same-store sales decline for fourth month.

P&G and ConAgra sideline rivalry to promote end to childhood hunger.

Birds Eye touts its recipe-readiness.

Bud Light extends Super Bowl promo to March Madness.

Chobani may file for IPO, report says.

Draftfcb rebrands for integrated future, will just be called FCB. 

eBay rejects Carl Icahn's board nominees.

GM faces congressional hearings over ignition-switch recall.

Google discloses $9.5 million in top-exec bonuses.Continue reading...

brands under fire

Greenpeace Targets P&G Over Its Role in Ongoing Palm Oil Controversy

Posted by Sheila Shayon on March 7, 2014 05:52 PM

Procter & Gamble’s proud claim that nearly 5 billion people use its products is backfiring as a year-long investigation by Greenpeace definitively shows the company is sourcing palm oil from companies connected to widespread forest devastation. 

Palm oil, common in detergents, shampoos, cosmetics and a myriad of household products is directly linked to a supply chain that causes forest fires, habitat destruction and perhaps even species extinction for the Sumatran tiger.

“So how does this affect you? Well, this means that every time you and your family reach for a bottle of Head & Shoulders, from the supermarket shelf to the bathroom cabinet, P&G is making you a part of this scandal," Greenpeace wrote in its report.  

Greenpeace has called on the multinational company to commit to an immediate “no-deforestation” policy in Indonesia where palm oil is sourced. Last year, P&G bought nearly 462,000 tons of palm oil of which less than 10 percent is certified sustainably-sourced, according to the environmental activist group.Continue reading...

brand partners

Lynx Spreads the Love in Australia with Red Cross Tie-Up

Posted by Sheila Shayon on March 6, 2014 10:58 AM

Continuing its crusade for peace, Unilever's Lynx brand of body sprays and deodorants (Axe in the US) has teamed up with the Australian Red Cross Blood Service to encourage fans to donate blood in advance of World Blood Donor Day on June 14. 

Looking to solicit 85,000 pledges to donate, the brand is using the tagline "Love Is In Your Blood," a spin-off of the Peace campaign's "Make Love Not War" mantra that was launched during the Super Bowl

“More so than ever young people care deeply for the future and it is the purpose of brands with large scale and reach to be a force for positive social change,” Lynx Marketing Director Jon McCarthy told Mumbrella. “Lynx has always stood for bringing people together in the name of love and in partnership with the Red Cross Blood Service we want to give people the chance to make a selfless expression of love and donate blood.”Continue reading...

digital marketing

Mondelez Incubator Hatches Social, Sampling Platforms Conceived by its Employees

Posted by Dale Buss on March 5, 2014 04:53 PM

Everyone wants to find the next WhatsApp or Snapchat. And that includes major CPG brands as well as investors.

That's why Mondelez followed in the path of PepsiCo, Target, Nike and other major brands and launched its Mobile Futures initiative last year to spur mobile innovation within the company behind brands such as Oreo, Trident and Cadbury. The incubator helped the company form ties with digital startups, some of which stemmed from the ideas of Mondelez employees.

And now Mondelez is ready to show its recent fruits of the program: Prankstr, which will allow users to prank their friends and share the gags via social networks, and Betabox, which aims to distribute product samples through e-commerce companies.Continue reading...

brand news

In the News: Perdue, RadioShack, Microsoft and more

Posted by Dale Buss on March 4, 2014 09:14 AM

In the News

Perdue launches first campaign for antibiotic-free products.

RadioShack closes 20 percent of stores.

Microsoft reboots its marketing brain trust as new CEO Nadella shakes up ranks.

Apple goes on hiring binge in Asia to speed product releases and leaves Pandora out of CarPlay.

BMW plans to hit sales target early.

BP suffers major blow over Gulf spill claims.

Boeing could face problems over Ukraine tensions as auto brands also face concerns.

Burger King adds Satisfries to kids' meals.

Chipotle cooks up program with Major League Soccer.Continue reading...

red carpet

Big Ad Season for Brands Wraps Up This Weekend with Oscars Showdown

Posted by Dale Buss on February 28, 2014 05:51 PM

With barely a breather since Sochi, big brand marketers are now ready to strut the red carpet to the next tentpole-marketing event: Sunday's Academy Awards on ABC. Often called the "Super Bowl for Women," the Oscars promise to be a huge draw as they finish up a first-quarter season of extraordinary high-profile marketing opportunities for brands that are willing to invest.

The Oscars promise to draw ads from more than a dozen brands including Chevrolet, Coldwell Banker, Lipton, Mars, JCPenney, Pepsi and Unilever. And a growing number of these brands also are building experiential marketing efforts as well as social media engagements around their TV ads during the actual 86th Annual Academy Awards

However, at least two well-known brands with close past alliances to the Oscars decided not to return this year: Coca-Cola and Hyundai. It begs the question whether the Oscars have hit the same sort of advertising plateau as the Super Bowl, whose ads, studies show, don't have nearly as large of a consumer impact as one would think for such a hefty price tag. 

With or without Coke, other brands are taking advantage of the captive Oscars audience and treating the lead-up much the same as the Super Bowl; teasing and full-on releasing their campaigns beforehand—a newer tactic whose payoff isn't quite measurable yet as compared to the typical build-up and big reveal strategy of previous years. 

Here's a look at this year's brands hitting the red carpet:Continue reading...

campaigns

Lipton Hopes to Win at the Oscars with New Campaign Starring Muppets

Posted by Sheila Shayon on February 27, 2014 11:51 AM

Unilever is using this weekend's Oscars broadcast, aka the “Super Bowl for Women,” to break its new "unified" campaign for its Lipton hot and iced tea brand with a 60-second ad featuring the Muppets and the brand's new slogan, "Be More Tea." 

The 86th Academy Awards telecast will air this Sunday, and it’s no surprise that all ad inventory was sold-out months ago as the usual brand suspects step up to a price tag of $1.7 million to $1.8 million for a 30-second spot. On board are JCPenney, Johnson & Johnson, American Express, General Motors, Coldwell Banker, McDonald's, AARP, Mars, Pepsi, Samsung, Sprint and Unilever—which bought two spots, one for Dove and another for Lipton.

Teasing their Oscar campaign Super Bowl-style, Unilever published a 90-second spot on Wednesday to introduce consumers to the campaign.Continue reading...

brand news

In the News: GM, Delta, Fitbit and more

Posted by Dale Buss on February 26, 2014 09:33 AM

In the News

GM expands number of deaths linked to ignition recall.

Delta revamps frequent-flyer plan based on amount of ticket purchase rather than miles.

Fitbit recalls Force activity tracker after dermititis claims. 

AB InBev wants to steal "share of throat" from liquor and wine.

Beats By Dre lets YouTube users do their own sound mixing

Bitcoin faces existential questions.

Budweiser promotes idea of MLB Opening Day as national holiday.

Diageo gets UK slapdown for "aggressive" Captain Morgan ad.

Domino's delivers growth with digital.

Google faces driving bans on Glass.

Honda gives up on original hybrid, Insight.Continue reading...

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