With its numerous social and educative initiatives, PUMA spreads the message of peace and love all around the globe—as part of this commitment, the sports lifestyle giant supports independent documentary and encourages people in developing countries around the globe to ‘kick the ball’ as well as helps address environmental problems. But PUMA is not only the brand which ‘operates on the ground,’ it also reaches out into the sea with its marine preservation campaign. Now, ahead of the Volvo Ocean Race, in which the brand is participating, it has launched a short environmental documentary film ‘Home Oceans,’ dedicated to the modern problems of sea and focusing on the most troubling issues such as rising floodwaters, changes of ecosystems, extinction of sea animals to name but a few.
Author: Anna Rudenko
London-based agency Ziggurat Brands has created a refreshed identity for the UK’s best-selling fresh soup brand New Covent Garden. The agency was approached with a task to develop a contemporary and appealing look of the iconic cartons to highlight the taste credentials of the soup line. The new vivid and colorful design also provides the clearest range segmentation, making it easier for consumers to differentiate the products in five segments of the brand’s portfolio.
Soft drinks brands often inspire consumers to think out of the box and push their creativity further by motivating them to delve into a new experience. After you refresh your body, why not continue with refreshing your mind? Nestea launched the brand’s first-ever global integrated marketing campaign dubbed ‘The Start of Something Different’ to encourage people around the globe to embrace completely new ideas and open their hearts to new activities. To reach global audience, the brand used a range of social and interactive elements, created by Wieden+Kennedy.
Even simple things around us can be artistic and hide secrets that prove to be truly amazing and astonishing. What can be more trivial than a hair? But as it turns out, there are a plethora of fascinating and mysterious facts about it, and L’Oréal has come up to reveal all the truths behind hair. The cosmetic giant cooperated with the Palais de la Découverte in Paris to open an exhibition ‘Le Cheveu, de mèche avec la science’ (Hair in league with science), which will be running from October 14, 2011 through August 26, 2012.
Defining which global brands are better at the current moment, which of them has shown striking results in the tough economic conditions of the recent year is a challenging task. For the 12th consecutive year, Interbrand, the world’s leading brand consultancy, undertakes profound research, building the Top100 Global Brands 2011 list by taking several criteria such as presence on the global market and financial performance of the brand into consideration.
In just two weeks, Starbucks has launched three initiatives, aimed at providing support to local citizens and businesses—two in the U.S. last week, and one yesterday in Japan. The international coffee retailer announced the establishment of the Starbucks CUP Fund (Caring Unites Partners) in Japan, created to help affected partners and employees in the country’s recover after the natural disaster, which shook the country on March 11. According to the press release, CUP will provide partners in need with “cash grants based on their needs and situation.”
Continuing its global ‘Go Forth’ promotional initiative, Levi’s has teamed up with Spotify, rock band Primal Scream and Clash magazine to kick off a follow-up of the campaign dubbed Craft of Music, which is dedicated to supporting music talents in the UK. The new ‘co-creation music’ project allows fans to manage the gigs by choosing the artists which will perform at upcoming major concert of the campaign as well as songs, which will be included in the set.
Live your life to the fullest, live your life fast. According to the Maya predictions, the world will come to the end in 2012 and we have just one year to experience all the outrageous things that are not on the list of things we usually do. Lynx (AXE) has launched a campaign, developed Droga5 and dubbed Lynx Fast Life in Australia to inspire people across the country and on other continents as well to take a risk and try something new in your life—at least, digitally.
To appeal to different categories of consumers effectively, some brands use different promotional concepts for similar products, tailoring the positioning to the tastes of target audience. The iconic carbonated drink Dr Pepper has finally launched its Dr Pepper Ten, a 10-calorie soft drink, which has been testing on the U.S. market since early year, across the country. Basically, the new product is another version of the brand’s diet drink (though, with its calories and sugar it differs from Diet Dr Pepper, 10/2 in Dr Pepper 10 vs. 0/0 in Diet), but its low calorie background was not highlighted here since, as researches state, male shoppers don’t think that diet products are ‘manly’ enough.