The older the product, the more difficult it can be to find new ways to advertise it. Still, such a tough challenge may inspire brands to find a truly great solution—and it has been the case with Post-it notes, owned by the 3M Company, which launched a new US campaign under the “Go ahead” tagline. The new multi-platform promotion, which was devised and developed by Grey New York, plays around the totally new approach to advertising the iconic notes. Now, they are much more than just bright sticky pieces of paper for writing reminders on—they are tools for the self-expression.
Author: Anna Rudenko
Levi’s is explaining how to combine sustainability and style. The brand, which has been spreading its eco-focused message for years, now partners with the Rhode Island School of Design to encourage young designers to adopt the green fashion outlook. The collaboration, launched as part of the RISD’s Designer in Residence program, includes the five-week course, which will be conducted by Nada Grkinich, senior director of Levi’s global footwear and accessories, and Paul Dillinger, senior director of Dockers color and concept design.
The legendary motorbike brand Harley-Davidson teams up with “American Badass” Kid Rock to mark its 110th anniversary, which will be celebrated with a series of events across the globe this year (the brand even received Pope Benedict’s blessing for that). As part of the partnership, the brand has become the title sponsor of Kid Rock’s Rebel Soul tour and has also tapped the musician to co-create a range of limited-edition branded «rebel» merchandise.
Apple is apparently losing its title of the No.1 valued company, having surrendered to Exxon Mobil, an American multinational oil and gas corporation in the Standard & Poor’s 500 Index. The company’s shares have been reported by Bloomberg to slump 17 percent this year, and its market capitalization is now estimated $413 billion, while Exxon Mobil has $418 billion. Things were better for Apple in 2012, when the company managed to become the most valuable company ever. The source also reports that the company’s shares have fallen by 37 percent from a record in September.
BMW and London’s Tate art gallery announce the program for 2013 BMW Tate Live. Started last year, BMW Tate Live is an international four-year creative partnership, which focuses on performance and interdisciplinary art in the gallery and online and aims to bring a new artistic developments to art lovers across the globe. The 2013 program includes two major pillars, BMW Tate Live: Performance Events (free and ticketed life performances within actual spaces) and BMW Tate Live: Performance Room (live performances hosted exclusively for online streaming for intentional viewers simultaneously). Plus, they will throw BMW Tate Live: Thought Workshops, which will include a range of participatory discussions.
YouGov has released its BrandIndex Rankings for 2012, which compares BrandIndex Buzz scores of brands across major consumer categories in 10 countriest: the USA, the U.K., Denmark, Finland, France, Mexico, Norway, Saudi Arabia, Sweden and the UAE. Along with determining which brands generated the most buzz throughout the last year, the study also reveals the most improved brands of 2012. YouGov asked its respondents just one question, “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”. The score of each of the brands was calculated by subtracting negative feedback from positive feedback. View some highlights from the research below.
Coca-Cola has tapped US pop country singer Taylor Swift as a new celebrity face for Diet Coke. The brand, which last year celebrated its 30th anniversary in the USA, will feature the 23-year old lady in its multi-platform campaign, which is expected to include more than just adverts. According to Ad Age, “executives close to the company noted she will not be involved in the company’s Super Bowl campaign.” Apparently, it’s because the young celebrity, who is gaining her power quite fast in the entertainment business, currently doesn’t have the superstar presence of such performers as Beyonce, who has been tapped by Pepsi and will be headlining the Super Bowl halftime show sponsored by the brand.
Coca-Cola US is piloting vending machines, which accept payments made via a mobile device —the new initiative was launched through the company’s partnership with the Isis joint venture created by AT&T Mobility, T-Mobile USA and Verizon Wireless. The iconic beverages giant is not the first one which provides its consumers with such an opportunity (for instance, Starbucks offered it in 2011), but it is still a great move for the company.
IKEA Australia builds its new campaign on the “always say yes” philosophy. The retailer is encouraging Aussies to adopt a positive attitude for the year of 2013 (at least) and just let good things enter their lives. The new campaign, developed by The Monkeys, Sydney (the agency behind the hilarious “Have a Gö” promotion), is already launching on TV and in digital (including the heavy presence on the brand’s official Facebook page throughout the year).