AXE would lose its unique style if it decided to turn respectable and stop balancing on the edge of decency. And that’s why it’s not going to change its style at all. The brand, well-known for its controversial campaigns revolving around sex-related themes, released a bunch of short ironical spots, which offer another approach to discussing the embarrassing topics. The vignettes, which were uploaded to the AXE Canada official YouTube-channel, appear in the top section on the AXE Channel website for male consumers, which provides them with valuable tips on a very wide range of topics and humorous content.
Author: Anna Rudenko
Toyota continues to explore the ‘plural’ theme—the auto brand teamed up with Saatchi & Saatchi LA agency to launch a new piece in its advertising push ‘Prius Goes Plural’ launched to promote the Toyota Prius hybrid model range. Now, the brand introduces the People Person, created of 18 humans, which together make up a new huge character, being its body parts. Brought together, they move and act like a single creature, performing usual daily routine (turning off an alarm clock, brushing teeth, etc.), reflecting the idea that most of us behave in similar way, while being quite different by nature.
The Coca-Cola Company is taking a decisive step further in its commitment to help positive social changes continue around the globe. The company, which reported that it has recently awarded $9.6 million in grant awards to more than 40 global community organizations during the third quarter of 2011, yesterday, September 22, announced a partnership with UN Women partnership to promote women’s economic empowerment.
To celebrate its 40th birthday, Starbucks has presented a new commemorative coffee blend dubbed Tribute Blend, launched the multi-platform promotional campaign, released ‘Onward’ book telling the brand’s story and even updated its green siren logo. All these new additions were warmly welcomed by the public, now the brand adds apparel to the list of the anniversary-related merchandize, hoping to continue the success. The coffee giant teamed up with designers Alexander Wang, Sophie Theallet, and Billy Reid, the recipients of the past three annual CFDA/VOGUE FASHION FUND awards, to develop a line of signature limited edition T-shirts, which represent the brand’s vision and spirit and pay tribute to Starbucks ongoing commitment to help deprived communities in developing countries, contribute to ecological initiatives and provide people around the globe with best-quality coffee.
Studying habits of target audience helps a brand improve its campaigns and better understand what a consumer might want. Courvoisier has released the ‘Going Out Upgrade’ research, a comprehensive study dedicated to the culture of socializing in the UK, which can help the brand itself as well as other manufacturers, which products are consumed during or before night outs, to get a deep insight into the modern world of nights out.
Men are like kids—this notion, well-known to all women, underlies the new initiative, launched by IKEA in Australia, following the release of the Have a Gö marketing initiative in the country. For this year’s Father’s Day weekend, the non-public holiday celebrated in Australia on first Sunday of September, the international furniture retailer created one-of-a-kind recreational space for men who come to the company’s Sydney store with their girl-friends or wives.
Nissan is mixing road trips, cost saving approaches and filming experience with the launch of its new initiative ‘My Versa Road Trip,’ an extension of the car brand’s ongoing campaign ‘Most _____ per dollar,’ launched last month. Starting on September 20, the new project dedicated to the Versa Sedan with the most legroom, headroom, trunk room and technology per dollar than any other car in America, will run in three phases and get people going, literally. The action starts on the dedicated MyVersaRoadTrip.com website and later it will continue in the real world—the auto brand is inviting social-savvy consumers to create their routes and film driving experiences in late fall.
HEINEKEN is rolling out a new global company visual identity, making another move in the company’s renovation activities, which include the recent launch of the updated Heineken bottle and can design. The globally recognized Dutch brewer, which operates 140 breweries in more than 70 countries, wanted its corporate logo to be distinguished from the visual identity of its flagship product, the iconic Heineken beer—so, starting September 19, the company name is typed with capital letters (HEINEKEN), while the logo design of its major beer brand remains the same (the name of the beer goes as ‘Heineken’). According to the press release, this change “reflects the significant transformation of the HEINEKEN business” over the last ten years.
The Glacéau vitaminwater brand, known for its bold claiming which was criticized by public and banned by the advertising watchdog ASA, has now come up with a new campaign, which surely won’t generate any negative buzz. The Coca-Cola Company’s colorful drink has launched a new promotional project ahead of London 2012, encouraging fans to join in the creative process of developing a new flavour. The crowd-sourcing project, running on Facebook, is fronted by English signer Jessie J, the new brand ambassador and a ‘Flavour Creator,’ she will also help launch the consumer generated product, the ninth in the brand’s line-up, shortly before the Olympic Games.
Coca-Cola’s expedition to discover happiness started the same time Coke won the hearts of its first consumers. With almost every new promotional piece the iconic fuzzy drink brand is pursuing the goal to uncover a secret formula of happiness—Coca-Cola has already introduced the Happiness Machine and Truck, released a range of applications and surveys related to the theme and launched the hilarious Happiness Factory series to name but a few. The brand has already gained impressive experience of delivering positive emotions to millions of its consumers and it has come again to share some of its secrets. On September 16, Coca-Cola released a new 6 min 30 sec musical film dubbed ‘The Great Happyfication,’ a new installation of the Emmy- & TIME-nominated worldwide series of vibrant and a bit odd animated ads, which are all about discovering the world of Coke and the ways Coca-Cola makes people happy.