Marketing: SoBe Ditches Creative Agency, Nissan Goes Experiential

The PepsiCo brand SoBe is developing a marketing strategy with digital agency Firstborn, public-relations firm Weber Shandwick and promotional group TracyLocke. “We’re not tied to the old methods,” said a brand official, noting that no creative agencies were considered as SoBe looks to content rather than advertising.PepsiCo-owned brand had been working with Arnell Group to produce TV spots that ran during the 2009 Super Bowl and last spring, but while the ads generated “a ton of awareness,” the company said they didn’t deliver the engagement the brand was looking for. “The passionate fans weren’t saying the things we thought they should be saying,” said Angelique Krembs, director-marketing for SoBe. “Going forward we needed to get to engagement. That’s why we evolved our approach.”

Nissan shifts marketing budget to experiential projects
Japanese car manufacturer Nissan is shifting its communications strategy away from traditional advertising, towards a greater emphasis on experiential marketing. It follows the marque’s decision to become the official automotive partner of The O2, replacing BMW, and the announcement that it is to set up an interactive brand centre at the East London venue.

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Anti-Obesity Spokespeople: Homer, Frank & Thierry

Donut-addict Homer Simpson sponsored by DoH Change4Life anti-obesity initiative
The Department of Health has signed a deal to sponsor Channel 4’s coverage of The Simpsons to promote its £75m Change4Life anti-obesity initiative.

homer simpson anti-obesity
PepsiCo recruits footballers for anti-obesity ads
Frank Lampshade and Thierry Henry will spearhead an anti-obesity ad campaign for PepsiCo as part of the government’s wider Change4Life marketing strategy. The push has been launched by PepsiCo under the banner Play4Life, which is part of the government’s £75m ad campaign for healthy living. PepsiCo UK & Ireland houses brands such as Walkers Crisps, Tropicana and Quaker Oats in addition to the famous cola.

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Tightfisted Millenials, Microsoft 2019, Fancy Lav Paper, Razorfish DoR, Social v EMail, Coke Vault

Two-thirds of US Millennials say they are somewhat or very concerned about their personal finances and plan to make drastic cuts across spending categories, according to a recent study by youth-research firm TRU, which gauged the near-term buying intentions of 12- to 29-year-olds in the current recession. Among the full sample of 1,300 respondents, those in their 20s (71%) express the most apprehension, while those ages 12-15 (44%) – most likely sheltered by their parents – are the least bothered by the failing economy, TRU said.
scrooge-mcduck1
Microsoft 2019, a presentation of what may lie ahead. It was produced by the Microsoft Office Labs and was recently shown on the Wharton Business Technology Conference. Gerald Hensel found it “pretty inspiring” …
Toilet paper is perhaps one of the least environmentally friendly products on the planet. As bizarre as that sounds, think about it – it’s a one-time use product that is made using valuable resources which can’t be reclaimed for use in future products. Even more disturbing is that virgin timber from rare old-growth forests in Canada are being used to make the ultra-premium varieties of toilet paper
An informative and thought provoking tome, including some deathless prose by your truly!
Social networking sites such as Facebook and MySpace are now more popular than personal email, according to Nielsen figures out today. Research by Nielsen Online ranks “member communities” as the fourth most popular online category — after search, portals and PC software — and are now visited by 67% of the global online population.

Coke’s Vault Takes on Pepsi’s Mtn Dew With Coupon Giveaway
In an audacious and quite possibly unprecedented move likely to resonate with recession-weary consumers, Coca-Cola will give away a free sample of its Vault brand to anyone who buys PepsiCo‘s Mtn Dew. The aggressive “Don’t Dew It” promotion aims to get die-hard Dew-ers to try Vault, which after three years on the market isn’t just an also-ran to the Pepsi brand; it’s an afterthought. According to Beverage Digest, juggernaut Mtn Dew commands more than an 80% share of the citrus segment, while Vault holds about 4%.

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Recession: A slice out of Apple, Paycheck Cycle, Familiar Fashion, Bottom Feeders

Apple’s Wings Clipped By Recession
Apple’s Mac business has slowed and is expected to shrink this quarter, reports Business Insider. Last year, Apple’s March quarter Mac shipments grew 51% year-over-year. Financial analysts expects Apple’s Mac unit shipments to drop 4% year-over-year this quarter to 2.2 million units. Several factors combine to stop the phenomenal growth it had last year: a huge drop in the PC market led by the US financial crash; an unattractive desktop Mac lineup; and the success of cheap, low-end netbooks.

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Makers of household goods and food are paying more attention to the “paycheck cycle” as cash-strapped consumers are showing a tendency to make their largest purchases when their salaries first come in and to cut back as that money runs out. With more consumers living from paycheck to paycheck, some companies have looked at ways to time their promotions around periods when consumers’ wallets are likely to be well cushioned. PepsiCo Inc.’s Frito-Lay snacks business in some stores has tried “promotions that are different at the beginning of the month than at the end of the month,” Chief Financial Officer Richard Goodman said in a recent interview. “People have more money to spend at the beginning [of the month] and a little less at the end,” he said.
In uncertain times, people often seek comfort in the familiar, and as last week’s runways showed us at New York Fashion Week, the forecast for fall fashion calls for familiar classics with modern twists. Crayola Brights: Explosions of brightness added much needed sunshine and optimism to an overall toned down fashion week. Impressionist Inspired: Dresses and tops across the runway were given an artistic twist with brushstroke prints and softened hues that exuded an ethereal understated glamour. Go For the Gold: (And Silver and Bronze) Perhaps inspired by last year’s Olympic Games, or maybe designers just felt the need to add a little sparkle to their collections this fall. Venus in Furs: Retro glam is in the cards for fall fashion and fur is a trend that ran the gamut on the runways from stoles and neck warmers to jackets. Shoulder to Shoulder: The strong shoulders and shoulder pads commanding a presence on the runways this year are less Working Girl and more modern businesswomen.
As the Obama administration’s stimulus package faces an uphill battle in resurrecting the US economy, global conditions continue to decline and could lead to skyrocketing prices, political instability, increasing public rage and the need for escapism, according to the 38th Annual Trend/Forecasting Report by The Dilenschneider Group. Net net, we’re all screwed.
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