adidas inspires people to take active actions in each of its campaigns, and the new promotion, which launched in the UK on April 7, keeps to this theme as well. The sport apparel giant, which is one of the sponsors of the London 2012 Olympic and Paralympic Games, kicked off a new Olympic-themed campaign entitled ‘Take The Stage’ to encourage all Brits to believe in themselves and be not afraid of sharing their talents with the rest of the world.
Author: Anna Rudenko
These days, Indio, CA is witnessing the 2012 Coachella Valley Music and Arts Festival, one of the biggest music events in the country, hosted for two consecutive weekends—in 2012, it is rolling out on April 13-15 and April 20-22. A huge number of attendees prefer to stay on the event’s campsite in the desert settings during these two weekends, and since such festivals just can’t do without chilled beer, people will need a safe and cold place to keep their bottles in. Heineken is addressing this problem by offering Coachella guests to keep their precious beer in the Heineken Cold Storage Room, which is like a real beer bank.
The beer brand Beck’s, which has been supporting independent creative talents for decades and has launched a number of initiatives dedicated to art, is going to present a new set of artistic bottles on the U.S. market in a month. The new limited-edition bottles, which are arriving in stores in early May, will features the works by American artists and will come as an addition to the great Art Label collection, which celebrated its 25th anniversary last year.
KRAFT Mac & Cheese is launching a new social-media push, which is revolving around the fact that old can be modern. We invite our friends of around the same age to our birthday parties, and so as part of its 75th anniversary celebration of KRAFT Mac & Cheese decided to turn two lovely old ladies—Frankie, 87, and Dottie, 86—into its temporary social media managers on Facebook page and Twitter for three days, from April 10 through April 12.
Being on diet can be really depressing, and sometimes even the result can’t make us happy. Unilever has come up with a controversial campaign for its Du Darfst brand of low-calorie products such as butter, sausage, cheese, spreads, prepared salads and more—the new marketing initiative, developed by Ogilvy Dusseldorf, encourages consumers to ‘Fuck the Diet’ (despite the campaign is in German, it uses the English tagline) and enjoy the food. The slogan seems to be even more controversial than those of Unilever’s AXE, which is thought to be launching the most outrageous campaigns, while the promotional elements are not edgy at all.
Some news we want to share with our friend on Facebook are tragic—natural disasters, crimes, social inequality, horrible deeds, etc.—so ‘liking’ isn’t an appropriate thing to do with it. DDB Worldwide has come up with a great solution, the ‘I Care’ Button, which is already beta-tested on the new MTV Voices hub along with traditional buttons. The idea is the same: once you find some resonating information about social problems that are really worth sharing, click the ‘I Care’ button with a heart near the piece and the text, video or image appears on the user’s wall. The new button is created to “give people a way to show support for a wide variety of things such as: causes, social issues, charities, even government.”
Kraft Food’s chewing gum brand Trident has launched a debut global campaign, which celebrates all the opportunities life can give us. The new ‘See What Unfolds’ campaign by Saatchi & Saatchi, New York, which broke on Monday, is targeted at millennials—people in their 20s and 30s, who want to experience everything the day can give and make their own decisions. In its core idea, the new marketing initiative, which as reported by Ad Age is set to roll out in at least 17 countries, including the U.S., is in some way similar to the controversial Diesel’s ‘Be Stupid’ or Levi’s ‘Go Forth’ campaigns combined, but of course is less provoking than the first one and less rebellious than the second one.
Nike has launched a new extension on its epic running story, which is revolving around jogging and people for whom is an essential part of their life. Following the series of spots with and about Alice, who is running all the time, the brand has released a 2:30 spot titled ‘I Would Run To You,’ a romantic story about two people in love, who live in different cities—she lives in California, he lives in New York—and run hundreds of miles to meet each other. The Nike Free Run+ 3 sneakers help make the run less stressful for the feet.
Benetton is not only making vibrant apparel and accessories, but is also exploring the new ways of saving the world and helping people live better lives—the brand’s COLORS Magazine, which is touching on the most important points for common people. At the Design Museum in London, Benetton has arranged an exhibition called ‘Happiness and Other Survival Techniques’, which combines three issues on Transport (#81), Shit (#82) and Happiness (#83, the latest one), which make up the Survival Guides trilogy as the brand calls it.
Starbucks is asking its consumers to decide, which U.S. non-profits will receive grants from the coffee retailer in the USA. The brand, which has launched numerous projects to help improve the social life in the country, is asking its loyal fans, who also understand the importance of providing financial support to non-governmental initiatives and institutions, to choose the organization within their communitym which will be awarded money.