sports in the spotlight
Posted by Mark J. Miller on May 12, 2014 02:02 PM
Soccer's quadrennial celebration, the World Cup, kicks off on June 12 in Brazil and brands, whether official sponsors or not, are tying on their cleats in an effort to capitalize on the month-long tournament.
While not an official sponsor, Pepsi is going hard after the soccer-loving market with its new Beats of the Beautiful Game campaign. Part of the effort includes the release of an album that combines the work of famed musicians and directors such as Kelly Rowland, Janelle Monáe, Timbaland, Rita Ora, Spike Lee, and Jessy Terrero, among others. Songs will be released piecemeal until June 9, when the whole album is released
"With Pepsi Beats of the Beautiful Game, we are finally elevating these artforms to an equal plane and showcasing them on a global level," said Frank Cooper III, Chief Marketing Officer, Global Consumer Engagement, PepsiCo Global Beverages Group, in a press release. "The 'beats' are both musical and visual snapshots that speak to the spirit of football culture, where songs serve as inspiration for the films—and the films allow for greater interpretation of the songs."
Pepsi also partnered with Brazilian nonprofit, Cine Favela, to help provide film education and tools to aspiring filmmakers in the country. The soda-maker has further encroached on archrival and official World Cup sponsor Coca-Cola's territory with its #FutbolNow campaign that features several of the world's top soccer stars.Continue reading...
Posted by Mark J. Miller on May 12, 2014 10:49 AM
Heineken is boosting its global profile by going local in its new marketing campaign, "Cities of the World."
Six limited-edition bottles, each featuring different cities including New York, Shanghai, Berlin, Amsterdam, London and Rio de Janeiro, will be produced to coincide with the campaign's "local activity in more than 100 countries, starting with the US," and will be available globally.
The campaign's two-minute ad is the seventh installment of the brand's "The Legend" series and follows a man on his adventure to find the woman of his dreams in a mysterious city.Continue reading...
Posted by Dale Buss on May 12, 2014 09:33 AM
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Posted by Mark J. Miller on May 6, 2014 06:23 PM
May the Fourth be with Cinco de Mayo. Yes, there's a lot of real-time marketing going on this month, from brands tapping into Star Wars fever to U.S. marketers getting their arriba!-time marketing on for Cinco de Mayo—not Mexico's Independence Day, as Digiday rightly points out.
Multicultural marketing is always to be approached sensitively, as MSNBC found out this week, to its chagrin. Sadly, Cinco de Mayo has become an excuse for every frat-boy gringo to pull on a sombrero and holler random Spanish exclamations after downing their tequila. Like the shot girls, this version of the holiday is a fiction, a bastardization of the holiday that was originally created to honor underdog Mexican fighters who defeated French soldiers who had more bodies, better equipment, and finer training way back in 1862.
Those fighters, now mythologized and celebrated, have become symbols for oppressed Latino workers in America. Now the holiday that celebrates them has become oppressive as young drinkers enter the bars of America and play out every Latino stereotype imaginable. Fortunately, smart brands are looking beyond the stereotypes—including Coors Light, in its first-ever line extension.Continue reading...
Posted by Sheila Shayon on May 6, 2014 12:20 PM
Adidas Group, the world’s second-largest sporting-goods maker, today reported a significant decline in first-quarter earnings. Net profit fell 34 percent to €204 million (US $283.2 million), while sales fell 6 percent to €3.53 billion. North America sales, meanwhile, have slipped 20 percent.
Three key factors in the company's disappointing quarter: a 38 percent Q1 slump in its TaylorMade golf business, the strength of the euro, and continued weakness in emerging market currencies, particularly the Russian ruble. “A 35 percent earnings-per-share decline in a quarter which should have benefited at least a little bit from the upcoming World Cup is disappointing,” commented Deutsche Bank analyst Michael Kuhn to Bloomberg on the flagship adidas brand's association as an official FIFA World Cup sponsor, even though Nike will be the dominant kit supplier this year.
Adidas has created a special soccer ball (dubbed Brazuca) for FIFA that it's been testing, but this World Cup is seeing the company, and its flagship brand, tested on many fronts—most of all by its fiercest rival.Continue reading...
sports in the spotlight
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...
Posted by Dale Buss on May 2, 2014 09:14 AM
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Below, news on brand innovation, culture, and more:Continue reading...
Posted by Mark J. Miller on March 5, 2014 02:57 PM
Hoping to ride the World Cup's coattails, Major League Soccer has launched a new campaign to attract more fans to the sport in the US, where pro-soccer sits in a far-off fifth place behind the NFL, MLB, NBA and NHL. The campaign, “MLS: For Club and Country,” will launch in conjunction with the league's March 8 season opener.
Soccer is "very different from, say, football or baseball when you have one team and one team only. In soccer, you root for club—and country," said MLS CMO Howard Handler, who learned his trade while working for the NFL and Madison Square Garden, according to Ad Age.
The campaign hopes to remind soccer fans where some of their favorite national team players come from—a message that is more timely this year as more than a dozen of the players slated to represent the US at the World Cup this summer play in MLS. That wasn't so during the last Cup in South Africa, where only four of the national team's players hailed from the US league, while all others played for international leagues.Continue reading...