Brands Giving Back: Pepsi, McDonalds

Instead of spending millions on commercials for this year’s game, Pepsi is putting its cash in the Refresh Project, an online cause marketing campaign that asks readers how the company should give away its grant money.


McDonald’s: Monopoly Free Parking
To celebrate the return of Monopoly at McDonald’s, Cossette, Vancouver brought the game’s Free Parking to the real world, providing free spots for 1,500 cars daily in various lots throughout Western Canada.

Related:

Pepsi Decides to Use the NFL a Different Way (marketingpilgrim.com)
Social Marketing Gone Awry: Pepsi Refresh Needs To Refresh Its Security Settings (techcrunch.com)

Pepsi kicks Super Bowl and goes social (tomaltman.com)
Pepsi’s Social Marketing Campaign Stumbles Out of the Gate (seekingalpha.com)

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Holt Renfrew Blog Windows, Nosense Infographics, Vintage Soda, Pepsi v Coke

Holt Renfrew’s Blog-Inspired Window Displays
The Holt Renfrew Vancouver store recently paid homage to their favourite fashion blogs. The 170 year old Canadian department store brand has dedicated each window display to a number of notorious fashion blogs, including; The Sartorialist, Bryan Boy, Garance Dore, Sea of Shoes, Jak & Jil and I want I got.

blog window

Artist 1chord & a fib has created a wonderful series of “infographics” that don’t contain any information. Playing off of information design’s current wave of popularity, the fake infographics maintain all the beauty of the medium but lack actual meaning or content.
nonsense-infographics
Great collection of vintage cans, apparently someone spent rather a lot of time gathering these together.
drinks_seventies_2

Coca-Cola and Pepsi bury hatchet on Twitter
Coca-Cola and Pepsi have tentatively buried their decades old competitive rivalry, and are now sharing tweets and following each other on Twitter. As part of a social experiment between the bitterest of fizzy drinks rivals, creative agency Amnesia Razorfish invited the two companies – both on Twitter, but not fellow followers – to go out on a limb and acknowledge one another.

Coke-vs-Pepsi

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Kenya Slum Photos, Air Cleaning Plants, Colgate Ice Cream, Cheetos Bloggers, Pepsi Piss-Take, Penguin Climate Change, FML

Self described “undercover photographer” JR has created a giant photo exhibit in Kiberia, Kenya. The photos taken of women from the slum cover 2000 feet of roof tops, as well as being wrapped around the local train service (which completes the image twice a day). The exhibit, which also doubles as a second roof for the shacks it covers, is part of the photographers 28 Millimetres project.
kenya-slum
Cleaning the air with plants is not necessarily novel news, but a TED 2009 presentation has shown just how powerful this natural method can be. Kamal Meattle explained his experiment which used 3 plants known for their air detoxing capabilities to scrub up the polluted interior air at the Paharpur Business Centre and Software Technology Incubator Park in New Delhi, India. The results were nothing short of amazing. The New York Times explains: At about four plants per occupant (1200 plants in all), the building’s air freshened considerably, and the health and productivity results were staggering. Eye irritation dropped by 52 percent, lower respiratory symptoms by 34 percent, headaches by 24 percent and asthma by 9 percent. There were fewer sick days, employee productivity increased, and energy costs dropped by 15 percent.
Colgate wanted to remind people about the dangers of sugar with regards to their dental health when they least expected it: as they were enjoying something sugary. Instead of giving out product samples, Colgate promotional staff in Thailand gave out ice creams and lollipops. The stick carrying the sweet goods is shaped like a toothbrush and carries the message “Don’t forget” along with Colgate branding. This is only revealed once the ice cream or lollipop has been eaten.
Mass marketers have generally taken a wary stance toward blogs, but Frito-Lay isn’t just embracing bloggers, it’s letting them define their brand. The snack-maker is sponsoring seven blogs in a sizable ad buy through Federated Media for its Cheetos brand, including the flagship tech/culture blog Boing Boing, several Next New Network channels, tech-news website Mashable, Makezine and Outblush. But here’s where it gets interesting: Cheetos is asking the bloggers themselves to create sponsored content integrating the brand, over which Cheetos and its ad agencies, Omnicom Group‘s Goodby, Silverstein & Partners and OMD, will have no creative control.
A document dubbed “Breathtaking” purportedly presents the Arnell Group’s rationale behind its recent revamp of the Pepsi-Cola logo. However, some point to its grandiose comparisons as evidence the document could be a hoax, or possibly a viral promotion by Peter Arnell’s eponymously named Omnicom Group agency.
McVitie’s Penguin has signed a deal with the Zoological Society of London (ZSL) to help fund an expedition to Antarctica to research how climate change is affecting penguins. The brand will market the tie-up through a 12-week promotion on packs of Penguin biscuit bars, cake bars and mini rolls starting this month. McVitie’s Penguin will donate up to £50,000 to the ZSL, which will be used to send ‘Penguinologist’ Tom Hart to visit remote regions of Antarctica, home to millions of the birds.

F*** My Life – FML : Your everyday life stories.
hink you’ve got it bad? Check out this site where anyone can post a quick venting blurb about something in their life that’s gotten them down. From tales about discovering that nail polish remover is flammable to people bemoaning lost jobs or cheating spouses, it’s easy to let go of any recession worries when you read about other people’s disappointments. Hilarious, irreverent, and highly topical, click in to read FMLs and add your own.

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Brands v Content: Bacardi, Pepsi, Kraft, Kellogg’s

Bacardi v Groove Armada
Six weeks before Groove Armada will be releasing their new EP through traditional download stores, the first track appeared Bacardi B-Live, where registered users can download it for free. They can access the second track as soon once they’ve shared the first with 20 friends. The third MP3 can be heard when the first has been shared 200 times, and the fourth when 2,000 ‘friends’ have hear the first track. Sharing is made easy by supplying users with widgets for their websites and Facebook profiles. The sharing application was launched last week and will be available until 2 March 2009.

groove armada bacardi

In a move that some viewers considered shocking, cast and crew from the Peacock Network’s venerable “Saturday Night Live” crafted three ads for Pepsi that essentially grafted mentions, cans and logos of the famous soda into three different executions of “MacGruber,” a long-running spoof of the old “MacGyver” TV series. The ads looked just like “SNL” skits but ran during commercial breaks on the Jan. 31 edition of the show. One of the ads also appeared during the recent Super Bowl. Pepsi’s ad agency, Omnicom Group‘s change-resistant TBWA/Chiat/Day, had little if any involvement in the commercials.
Kraft is “getting the b(r)and back together” and building a campaign for Crystal Light around Estelle and her upbeat song, which is centered on a special Web site (upumpitup.com). Site visitors will be able to download free copies of a full-length version of “Star” before it is available for sale in March on Web sites like Amazon and iTunes.

Kellogg’s drops Phelps after bong controversy
Kellogg’s has become the first major sponsor to end an endorsement deal with swimmer Michael Phelps, calling his behaviour “not consistent” with its image, after the News of the World published photographs of the Olympic gold medallist smoking out of a glass pipe. The US cereal manufacturer said it would not renew its contract with Phelps, which expires at the end of the month.

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Times Square: Pepsi’s Optimism, Coke’s Wind

Pepsi’s ‘Optimism’ Push Gets Times Square Treatment

Pepsi-Cola‘s New Year’s resolution: Boost soft-drink sales and capture consumers’ attention with a new logo and upbeat advertising. So what better place to kick off that effort than Times Square on New Year’s Eve?

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The Coca-Cola Company‘s new digital billboard in Times Square is not only going green with its use of wind power, but it has also started the trend among 30 billboards at the iconic intersection of 47th Street and Broadway in Manhattan. Coke also announced Monday (Dec. 29) it will debut a new “green” ad on New Year’s Eve: “Refresh. Recycle. Repeat.” The ad touts Coca-Cola’s goal to recycle or reuse 100 percent of the aluminum beverage cans and PET plastic bottles it sells in the U.S., part of the company’s Live Positively operating philosophy.
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Popculture: Pepsi, Yes We Carve, Bacon Salt

How long does it take to remake an icon? Try five months.That’s the amount of time Pepsi took to revamp its famous logo, after top executives Indra Nooyi and Massimo d’Amore called for a “quantum leap” forward in transforming the soft-drink category and defining Pepsi as a cultural leader, said Frank Cooper, Pepsi’s VP-portfolio brands.
Pepsi‘s influencer outreach surrounding the rebranding campaign included Charlene Li from Forrester, who received a package from Pepsi with the history of the logo on cans…
Festive Barack Obama themed pumpkins. What else?

Bacon Salt
Big company efforts in social media have mostly failed to this point. Facebook‘s application platform has become a graveyard of failed attempts to harness the platform, while other brands have suffered embarrassments at their ham-handed attempts to influence the blog world. Yet for some small companies, social media has proven to be a godsend of low-cost, effective brand building. Take Bacon Salt, an unlikely product dreamed up last year after a night out drinking by two Seattle buddies. What began as a half-joking idea — what if there was a spice that made everything taste like bacon — soon became a bustling business that’s sold 600,000 units in 18 months, thanks mostly to the harnessing of the word-of-mouth power of social media.(tags: socialnetworking socialmedia branding baconsalt)

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Wendy’s, Pepsi, Dell, Uniqlo

  • “Crazy Lettuce” has drawn less than 1100 views on YouTube, a mediocre rating (2 stars) and mixed response (of which there are 12). But lest we hasten to dub this a flop, agency Kirshenbaum Bond & Partners pointed out it spent a mere $25K of its client’s cash on this piece, as opposed to the $300K it might have to produce a TV ad. With the money it saved, it can disseminate 11 more of these turdy jewels, which makes online video a great medium for experimenting with new ad ideas, argues Silicon Alley Insider.
  • meatatarians

  • Omnicom Group’s Element 79 has lost the $120 million Quaker Oats account, believed to be the last piece of PepsiCo business housed at the agency. Earlier this year, Gatorade, Tostitos, Lays, Tropicana and Propel all departed the shop; including Quaker, the value of the combined accounts is estimated at $440 million. A Quaker spokeswoman said the account was placed into a review, and that Element 79 was not invited to participate. She said the pitch for the business would involve sibling Omnicom shops already on Pepsi’s agency roster.
  • Write something about Dell online, and chances are the company will know about it in an hour or so. Dis the company in a blog or a Facebook group, and someone from a crack response team may even chime in, if only to let everyone know that Dell cares.
  • Wakamaru, as it’s called seemed a little shy. At the moment, it can only respond to a handful of questions, none which involve helping you find a nice pair of pants. Though the robot will tell you it’s name, and that New York is it’s favorite city ever. But with all the sensors on it’s body, and fluid movements it looks like Wakamaru could have the potential to do a lot more.