Best Global Green Brands 2014

ad watch

Super Bowl Who? FIFA's World Cup is the Biggest Ad Game in the World

Posted by Mark J. Miller on January 22, 2014 06:39 PM

America's biggest ad derby may be the Super Bowl, but the entire globe has the World Cup, an event, as Ad Age puts it, that is like "having the Super Bowl every day for an entire month.” 

Ad deals related to the Cup are bringing in enormous amounts of money—much more than the $4 million-per-spot price tag of this year's 30-second Super Bowl ads. Brazil’s largest TV network, Globo, which has exclusive broadcast rights for the Cup, has struck deals with eight major companies—AmBev, Coca-Cola, Banco Itau, Johnson & Johnson, Hyundai, Nestle, wireless business Oi and local retailer Magazine Luiza—that will see the companies pay out a combined $600 million in order to occupy “451 thirty-second TV commercials, hundreds of quick mentions with visuals when announcers talk about World Cup games, and 359 5-second commercials created by Globo that feature four marketers at a time and run at the beginning and end of soccer games and other programming, and during commercial breaks,” Ad Age reports. 

And that’s just what Globo is getting. Networks across the world are getting nearly as big a piece of the ad pie. After all, at least 1 billion people watched the final of the 2010 World Cup in South Africa and 3.2 billion caught part of the Cup at some point during the month.Continue reading...

brand news

In the News: McDonald's, Target, Dannon and more

Posted by Dale Buss on January 22, 2014 09:08 AM

In the News

McDonald's launches Olympics social campaign.

Target drops health coverage for part-timers.

Dannon's Super Bowl ad will be a Full House reunion. 

Amazon denies it's considering online pay-TV service.

Apple gets court backing ahead of Samsung showdown.

Cadillac remains challenged by dealer inventories.

Candy Crush app owner seeks to trademark "candy."

Christie's says sales hit auction industry record of more than $7 billion.

Clorox advises against bleach facials.

Denny's wins with weirdness in social media game.

Dots retailer files for Chapter 11 bankruptcy.

Dove commissions short film on selfies.Continue reading...

brand news

In the News: HP, China Mobile, Cadillac and more

Posted by Dale Buss on January 15, 2014 09:21 AM

In the News

HP sets to announce two large smartphones today.

China Mobile receives 1.2 million iPhone pre-orders.

Cadillac updates its crest. 

Axe strikes a more earnest tone in advertising.

Bud Light challenges football fans with digital gaming ad and prepares new tag line for A-B InBev's reduced Super Bowl effort.

Charter woos Time Warner Cable shareholders.

Coca-Cola releases interactive mini-bottles to honor World Cup.

Daimler wins as US Supreme Court throws out Argentine human-rights suit.

Dunkin' Donuts focuses on expansion and one-to-one marketing.

Facebook CEO calls Snapchat a "super interesting privacy phenomenon," and it makes inroads in Russia.

Fiat will give first batch of new Alfa Romeos to top-selling US dealers.Continue reading...

brand news

In the News: Abercrombie and GM CEOs, Novartis Eyes Merck, and more

Posted by Dale Buss on December 10, 2013 09:15 AM

Abercrombie & Fitch renews contract with CEO.

Boeing holds tax-breaks "bake-off" between states.

Chobani enters Super Bowl for first time.

Dr Pepper Snapple smells trouble with sewage in Houston.

GM names Mary Barra, industry's first female CEO, to succeed Dan Akerson, report says, while US loses $10.5 in bailout, which a study calls a financial success; meanwhile, company vacillates over ending Australia operations.

Jeep partners with NBCUniversal for Cherokee.

Kawasaki plants marketing seeds for '14.

Kia launches new Red Zone sub-brand for tuners.

Lululemon names new CEO as founder steps down as chairman. Continue reading...

sports in the spotlight

World Cup Draw Excites Brands and Fans Around the Globe

Posted by Mark J. Miller on December 6, 2013 11:28 AM

Soccer fever is running high across the globe as FIFA officials gather in Brazil today to draw names from a series of pots to decide what teams will face eachother in the first round of next summer’s World Cup.

The 32 teams that have earned a berth will not only find out how skilled their opponents are but also discover the schedule and locations of their first-round games. As the New York Times points out, Brazil could fit the four countries that have hosted the last three World Cups—South Africa, Japan, South Korea, and Germany—inside its borders, which means that some teams are going to be traveling far distances between games and playing in very different environments while others will get the lucky draw of playing all their first-round games in a much smaller area. England coach Roy Hodgson predicts that the travel for some teams could be more difficult than the actual opponents on the field.

When the names start getting pulled out of the pots to decide the eight groups of four, expect all of the World Cup official partners—Adidas, Coca-Cola, Hyundai/Kia, Emirates Air, Sony, Visa—to be on high alert.Continue reading...

campaigns

Coke Puts Its Best Foot Forward in World Cup Promotion

Posted by Mark J. Miller on November 12, 2013 11:07 AM

The kickoff of the 2014 FIFA World Cup in Brazil won’t take place until June 12, but Coca-Cola is already in the spirit of the beautiful game thanks to its “Under the Crown” campaign, which follows the globetrotting World Cup trophy. 

The brand brought former Manchester United player Dwight Yorke and singer David Correy (who is the voice of Coke’s World Cup anthem, “The World is Ours) to Haiti on the Cup's latest tour stop. It will continue on to Kathmandu, Nepal on Dec. 2, when Coke will offer three fans the chance to fly to Nepal on the official FIFA World Cup Trophy Tour plane.  

Another World Cup sponsor, Adidas, is busy doing its own promo tour for its new Samba soccer cleats, designed to reflect the colors and culture of Brazil's Carnivale. The brand has already got a laundry list of top soccer players sporting the new cleats, including Leo Messi in a new ad for the line.Continue reading...

sports in the spotlight

Adidas Aims to Samba Into Soccer Fans' Soles Ahead of 2014 World Cup

Posted by Mark J. Miller on November 11, 2013 06:04 PM

Adidas announced lackluster third-quarter results last week, with hopes for a fourth quarter sprint to put things right. “Sales were down 7%, with operating profit 6% lower,” Reuters reported. Archrival Nike, meanwhile, has been on a rollw. When it revealed its fiscal first-quarter numbers back in September, revenue had risen 8% over the same period in the previous year.

That's why Adidas is hoping that its official sponsorship role for next summer’s World Cup in Brazil will help revive sales just as its connection to the London 2012 Olympic Games and European Championships did last summer.Continue reading...

sporting brands

FIFA Investigating Slavery Allegations in World Cup Host Nation, Qatar

Posted by Mark J. Miller on September 26, 2013 05:45 PM

When soccer’s international governing body, FIFA, awarded Qatar with the 2022 World Cup, there was some concern about the country's summer heat that reaches well above 100 degrees Fahrenheit. But it turns out that Qatar's brutal heat will be the least of FIFA's problems.

The Guardian reports that 44 Nepalese migrant workers died between June 4 and August 8 due to "modern-day slavery" conditions they were forced to endure. Fellow laborers told the paper that they're working extremely long hours without food and money, living in squalor and have been prevented from leaving the country. 

"We were working on an empty stomach for 24 hours; 12 hours' work and then no food all night," Ram Kumar Mahara told the paper. "When I complained, my manager assaulted me, kicked me out of the labor camp I lived in and refused to pay me anything. I had to beg for food from other workers."Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperGlobal Competitive [Ad]vantage
The latest from GeoEdge
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
MetaluxuryMeta-Luxury
Brands and the pursuit of excellence

Advertisements