Brand News: Ritz, Sony, Expedia, Polaroid, Hot Pockets, Tide, Weatherproof Garment Company, Apple, Saab, Saturn, Pepsi

anne — Sat, 09 Jan 2010 18:31:01 +0000

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

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Video: Mini Cooper Street Marketing – Christmas Packaging

anne — Sat, 09 Jan 2010 17:54:46 +0000

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.

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Happy Holidays

anne — Thu, 24 Dec 2009 04:27:17 +0000

Best wishes for a happy holiday. We'll see you next year.

Video: McDonald's Commercial "No Fry Left Behind"

anne — Sun, 13 Dec 2009 16:49:08 +0000

Great spot shows what actually happens when a fry lands in the unseen regions of your car.

Via MediaBistro 12/11/09

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10 Web Trends To Watch In 2010

anne — Sun, 06 Dec 2009 23:11:14 +0000

Mashable Founder and CEO C. Pete Cashmore predicts the themes and trends that will define the Web in 2010. CNNTech 12/3/09

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Brand News: Ritz, Sony, Expedia, Polaroid, Hot Pockets, Tide, Weatherproof Garment Company, Apple, Saab, Saturn, Pepsi

Video: Mini Cooper Street Marketing – Christmas Packaging

Happy Holidays

Video: McDonald's Commercial "No Fry Left Behind"

10 Web Trends To Watch In 2010