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Kraft (KFT) seeks to reinforce the ‘fun’ positioning of its Ritz brand to appeal to a younger audience with a new spot entitled “Tailgate,” to run prior to the Super Bowl. BrandWeek 1/9/09
Sony (SNE) produces "Make Dot Believe," a :90 cinema spot that positions the brand as having the ability to make anything you can imagine real. See spot at AdFreak 1/8/09
Imaging brand Polaroid has signed a “multi-year strategic partnership...[that] brings together one of the world's most iconic brands with today's fastest rising musical artist and cultural trendsetter." The company says they will be partnering with Lady Gaga to “bring new and exciting products to the next generation." AdWeek 1/7/09
Nestle Hot Pockets have signed a multi-year sponsorship and product integration deal with Professional videogame organization Major League Gaming. AdWeek 1/7/09
Despite opting out of the Super Bowl for a second year, FedEx (FDX) says that sports has “paid some significant dividends over the years.” The company participates in several sports via the Orange Bowl, NFL, the NBA, PGA Tour, FedExCup and Nascar. AdWeek 1/7/09
A new brand campaign for Procter & Gamble’s (PG) Tide detergent communicates how “Tide enables its loyal users to dress for success, to impress or just for fun.” The strategy attempts to differentiate Tide from lower-priced alternatives in a commoditized category. New York Times 1/7/09. It has been reported that P&G introduce 30% more new products this year than last to avoid price-cutting. Promotion of the company’s premium brands, including Olay skin cream, as well as Tide, is planned as a way to “smooth the way for new products.” Wall Street Journal 1/7/09 (requires subscription.)
Expedia (EXPE) is positioning its brand as the site that offers "more choices" and "more savings." A debut spot uses shows multi-dimensional building blocks being used to create the “perfect girl’s weekend.” BrandWeek 1/7/09
The Weatherproof Garment Company is running a controversial billboard showing President Obama wearing one of their coats on his visit to the Great Wall of China last November. The company also promoted “The Obama Jacket” on its website. New York Times 1/6/09. UPDATE: Billboard Featuring Obama is Coming Down
Apple (AAPL) has purchased Quattro Wireless, a mobile advertising company. Most analysts believe that Apple is less interested in profiting from ads than in providing a way for developers who build applications for the iPhone, or a future Apple tablet, make money. New York Times 1/5/09
The Saab and Saturn brands could be headed for oblivion; GM put them up for sale as part of its bankruptcy reorganization in early 2009, but has been unable to find buyers. MSNBC.com 12/30/09
For the first time in 23 years, Pepsi (PEP) ads won’t appear during the Super Bowl. The company plans to place more emphasis on online marketing. Associated Press 12/18/09
This great street promo attracts passersby with a display of the discarded box, wrapping paper and ribbon of a Mini Cooper given as a Christmas gift. Marketing Profs points out that the promotion is effective, not only because it’s eye-catching, but because it also reinforces key Mini Cooper brand attributes of small size, fun, uniqueness, cleverness, etc. Affordability is reinforced with the price sticker conveniently left on the box.
Hordes of marketing "experts" are promoting the value of wikis, social networks, and blogs. All the hype may obscure the real potential of these online tools.
The Coca-Cola Company (KO) is partnering with Paramount to develop a line of licensed apparel, glassware and holiday gift items for next year’s 65th anniversary of the movie, It’s a Wonderful Life. Brandweek 12/5/09.
Procter & Gamble (PG) is taking its Tide Swash national this month via e-retailers Amazon (AMZN) and Drugstore.com. Swash targets young professionals and college students by providing a way to refresh and remove wrinkles from clothing without hitting the laundromat. Brandweek 12/5/09
The American Family Association says several brands, including Barnes & Noble, Best Buy, CVS, Kroger, Office Depot, Radio Shack and Victoria’s Secret, do not do enough to recognize Christmas companywide. Brandweek 12/5/09
Bloomberg LP has completed its purchase of McGraw-Hill's (MHP) BusinessWeek magazine. The BusinessWeek issue that came out Dec. 4 sports the new logo. Mediaweek 12/4/09
Charmin has rolled out its fourth annual luxury public restrooms, containing Kohler products, televisions and iPods, in New York City's Times Square. As part of the promotion, "bathroom ambassadors" will blog, Facebook and tweet about the nuances of 'going.'"Brandweek 12/4/09
Pepsi (PEP) has launched Shoppepsi.com, an interactive store where consumers can shop for contemporary and vintage collectibles, accessories and apparel, and read the latest Pepsi news. Brandweek 12/4/09
Puerto Rico is reviving a campaign that was a hit in the 1950’s, to provide “a refreshing change from the traditional sun and surf and palm trees ads you’ve seen from the Caribbean.” The new campaign incorporates photography from the 1950’s campaign for which David Ogilvy wrote the copy. NYTimes 12/3/09
AT&T’s (ATT) has withdrawn a lawsuit accusing Verizon Wireless (VZW) of misleading consumers with ads that show maps with white or gray for places that AT&T does not have 3G coverage. The company complained the maps implied that AT&T had no coverage of any kind. A judge earlier rejected AT&T’s request to temporarily block the Verizon ads saying that while they could be described as “sneaky,” or “simply clever,” they were “literally true.” NYTimes.com 12/2/09
McDonald's (MCD) is swapping its traditional red backdrop for a deep hunter green to promote a more eco-friendly image in Europe. Some franchises in Great Britain and France are already using the new color scheme; about 100 German McDonald’s restaurants will make the change the end of 2009. Businessweek 11/23/09
Verizon Wireless (VZW) has "unveiled a new Christmas-themed TV ad (below) in which Santa criticizes one of his reindeer for having a cellphone coverage map from AT&T, rather than Verizon."
Three of Tiger Woods’ sponsors, Nike (NKE), Gatorade and Gillette, have expressed their support in the aftermath of his automobile accident and rumored affair. CNN 11/30/09
The founder and former president and CEO of Jones Sodahas founded BoxB, a company that will create nonalcoholic private label beverages for distributors. Owning their own brand eliminates the risk associated with building non-owned brands and then losing the distribution when they become a hit. Brandweek 11/28/09
With Christmas less than five weeks away, Borders (BGP) and Barnes & Noble (BKS) are concerned that the weak economy will depress sales, despite best sellers from Dan Brown, Stephen King and Sarah Palin. wsj.com 11/25/09 May require subscription.
Dress Barn (DBRN) has completed its merger of Tween Brands, owner of the Justice brand that caters to children from the ages of 7 to 14. It will operate as a subsidiary of Dress Barn. Chainstoreage.com 11/25/09
AOL is adopting a new brand identity next month when it spins off from Time Warner (TWX). The triangle is gone, and the uppercase “AOL” is now upper & lower case, punctuated with a period: “Aol.” NYTimes.com 11/22/09 via Media Bistro
Tide has introduced “Stain Brain,” an iPhone app that offers simple solutions on the spot and allows people to share cleaning tips. The move coincided with the launch of Tide’s Stain Release in-wash booster, designed to be added into the regular laundry load to remove a host of stubborn stains. CMDGlobal.com
ony (SNE)
Expedia (EXPE)
