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brand extensions

Pepsi Kicks the Ball Downfield with Soccer-Themed Clothing Collection

Posted by Mark J. Miller on May 22, 2014 04:02 PM

In yet another timely play for soccer fever, Pepsi has launched a limited-edition clothing collection meant to capture the "art" and creativity behind soccer. 

The Live for Now Capsule Collection features clothing, accessories and electronics created by international designers including Original Penguin by Munsingwear, B&O PLAY, Gents, Goodlife, Del Toro and SHUT. 

The line, which overlaps Pepsi's "The Art of Football" initiative—celebrating soccer without being a FIFA World Cup sponsor—with its global Live for Now branding campaign, will be available at Bloomingdale's in the U.S., Colette in Paris, and Liberty in London.Continue reading...

corporate citizenship

Woes Aside, Target Seeks to Remind Consumers That It's a Good Citizen

Posted by Sheila Shayon on May 22, 2014 10:43 AM

Following a bleak earnings report and some serious shuffling of leadership, Target is hoping a new corporate citizenship campaign can buff out some of the blemishes on the once shining brand. 

A quartet of stylish spots, running on US cable and network TV through June, showcase Target’s impact on the communities it serves in hopes of connecting more with customers and particularly service-minded Millennials. The effort to regain trust in the brand follows a massive security breach in December, as well as a loss in shopper loyalty as the brand continues to be challenged both in-store and online by Walmart, Amazon and fast-fashion brands like H&M and Uniqlo.

As transparency-seeking Target CMO Jeff Jones comments on the retailer's A Bullseye View blog, the ad campaign isn't trying to sell anything beyond the message that Target cares, noting that "We have a strong legacy of giving, but our guests don’t know the full story."

Watch the four spots, which were created by Deutsch LA, below:Continue reading...

ad watch

Coke Captures Cola Fandom in First-Ever User-Generated Ad

Posted by Alicia Ciccone on May 21, 2014 10:56 AM

Coca-Cola has hopped on the UGC bandwagon with its latest installment in "The AHH Effect" campaign aimed at teens.

Following in the footsteps of Airbnb's use of Vine videos, PepsiCo's fan-produced Super Bowl halftime spot, and Canon's Project Imagin8ion, Coke used fan-submitted video clips to form a new TV commercial, which premiered Wednesday and will air across teen-focused networks like CW, MTV and Adult Swim, Adweek reports

Teens were invited to share—and record—what it feels like to take a sip of Coke. Out of over 400 submissions, 40 short videos were selected to be edited into the TV spot, with submissions hailing from around the world. The 30-second spot features fans striking a pose, dancing (in a polar bear costume) and taking a dip in the ocean, among other things, after drinking the bubbly beverage.Continue reading...

branding together

By Buying DirecTV, AT&T Hopes to Become America’s Video Company

Posted by Dale Buss on May 19, 2014 01:42 PM

AT&T took another huge step in fulfilling its “TV anywhere” promise with its deal to acquire DirecTV for $49 billion in a cash-and-stock worth $95 a share. It’ll allow the what was once known as America’s phone company to have a shot at becoming America’s video company.

The agreement would give AT&T 20 million US subscribers and another 12 million in Latin America as well as access to DirecTV’s biggest success, its NFL Sunday Ticket package. More than that, AT&T CEO Randall Stephenson said on Monday, AT&T will look to integrate DirecTV’s ability to beam satellite TV to just about anywhere in the United States with AT&T’s existing nationwide wireless network and landline and TV businesses that currently have limited reach. 

“We need to be scaled on video,” Stephenson said. “We think we landed the best video player out there. It gives us the parts to fulfill a vision we have had for a couple of years, that is, the opportunity and the ability to take premium content and deliver premium content over multiple points for the customer, whether it be through a smartphone, through a tablet, or television or laptop."

Providing video-over-satellite service could improve AT&T’s internet service by freeing up bandwidth on its telecom network, a problem that has become the heart of the net neutrality debate that affects video providers like Netflix. Nabbing DirecTV also would provide AT&T more video subscribers and improve its ability to compete against other telecom giants like Verizon.Continue reading...

branded entertainment

Batter Up: Coldwell Banker Gets On MLB's Branded Content Roster

Posted by Mark J. Miller on May 14, 2014 10:42 AM

Coldwell Banker has been tailing Major League Baseball for a few years now, advertising on such programs as "Baseball Tonight" and others. After all, the real-estate market tends to follow the same pattern of baseball with houses coming onto the market in spring and early summer and sales dropping off during the winter months.  

And now the partnership has entered an entirely new ball field: branded video content.

The real-estate company and MLB today launched Coldwell Banker Home Field Advantage, a 13-week series of Coldwell Banker-branded videos that feature 13 major leaguers and famed former players opening their homes to Coldwell Banker's cameras. A new video featuring MLB stars like the New York Yankees' CC Sabathia, Dodgers' great Steve Garvey, and Houston Astros' Dexter Fowler will debut every Wednesday through the end of July.

"We identified markets that were important to us," David Marine, vice president of brand engagement for Coldwell Banker told brandchannel. "And then we found the players there that had the most interesting story to tell about their homes. The idea is that home-owning isn't just something monetary. There is a lot more to it than that."Continue reading...

brand strategy

VIDEO: How to Leverage Brand Assets to Maximize M&A Deals

Posted by Alicia Ciccone on May 13, 2014 12:37 PM

So far in 2014, companies have announced over $1.3 trillion worth of mergers and acquisition transactions globally, according to Thompson Reuters. With nearly double the level of activity from a year ago, Josh Feldmeth, CEO of Interbrand New York, brandchannel's parent company, talks about the role of brand in mergers and acquisitions and how best to boost value and lower risk. Read more about Josh's M&A advice on the Interbrand blog, and follow him on Twitter at @joshfeldmeth.

campaign tactics

Nissan USA CMO Interview on Snapchat, Hispanic Outreach for Altima

Posted by Dale Buss on May 7, 2014 12:11 PM

Nissan is trying to add to its US marketplace momentum with a new campaign that uses a subterfuge technique with a long and successful history in commercials to underscore the performance chops of its Altima. "Ride of Your Life" demonstrates that Altima has convincing "vroom" under the hood even though it's the brand's flagship four-door, family sedan.

Also intended to generate excitement for the brand's year-end closeout sale and generate traffic to dealerships, the "Ride of Your Life" campaign hinges on a TV spot that launched on U.S. cable networks on Monday, driving traffic to ChooseNissan.com.

The spot depicts real consumers reacting with surprise and delight after riding in an Altima around a real racetrack. The catch: the stock car had been dressed to look like a racing version of Altima—and the delight came afterward, from consumers realizing that this was a version of Altima they could actually own.

"Performance is still very relevant to the American consumer," Nissan USA CMO Jon Brancheau told brandchannel about the concept and inspiration for the campaign. "In this case we're illustrating that in an exciting fashion with consumers who are genuinely surprised."Continue reading...

sports in the spotlight

Branded Entertainment Extends FIFA World Cup Fever Off the Field

Posted by Mark J. Miller on May 5, 2014 04:43 PM

In just over a month, the world's top soccer players will take to the field and do battle from June 12 to July 13 in soccer's quadrennial blockbuster event, the FIFA World Cup. Big brands, though, are already tangling and showing their soccer cred in hopes of winning the hearts and minds of the billions that get a glimpse of the World Cup. The Super Bowl is nothing compared with this.

With a relationship with FIFA dating back to 1974, and as an official sponsor of the FIFA World Cup since 1978, Coca-Cola is celebrating this year's event with what it's billing as the largest marketing campaign in company history, entitled The World's Cup. Aimed at involving as many consumers as possible, the campaign kicked off in early April with a two-minute short film, called "One World, One Game."Continue reading...

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