Oreo sparks fight in its new “Cookie vs. Creme” campaign, which launched during Super Bowl in the USA yesterday. The brand, which in 2012 celebrated its 100th anniversary with a large-scale program that supported its status of “the world’s favourite cookie” through a series of rather controversial prints and initiatives, starts a new year with the two-month program, designed to divide the U.S. consumers into two camps, inviting them to decide, which part of Oreo they would like to take, the Cookie or the Creme.
Category Archive: Advertising
Old Spice, which previously encouraged guys to “believe in their smelf,” now launches another U.S. campaign, which also touches on the smelling theme—“Answer the Smell of the Wild.” The new promotion, developed by Wieden & Kennedy in Portland, Ore. (the agency is behind all the campaigns the brand has rolled out in the past years), features two spots, which demonstrate how the inner beast can help you be a true man—both with ladies and in the game. With the new push, created to support the launch of the Wild Collection (Wolfthorn, Hawkridge, Foxcrest scents), Old Spice continues to reveal the secrets of manliness with a pinch of refined humor.
YouTube and Adweek partner this year to figure out which of the Super Bowl XLVII ads will be the most popular among the audience of the big game.
Traditionally, advertisers try hard this season, creating impressive and engaging Super Bowls adverts, which can potentially live on throughout the year and even start a new chapter in history of their brands. This all is made to build a stronger connection with the audience and attract more consumers, so viewers are the kings here. YouTube and Adweek invite the audience to visit the Ad Blitz gallery (YouTube is running it for the fifth consecutive year), watch all the spots online right after they air during the game on February 3, and vote for the best pieces at the end of the event through February 11.
Super Bowl is considered to be one of the major events for advertisers in the ASA, but in fact some of the brands, who advertise during the Super Bowl XLVII game, won’t see real returns on their investments. The placement is quite expensive (it can cost over $126,000 per second to show an advert), so the effect also should to be big. But it doesn’t always happen. Brand Keys revealed in their 11th annual Super Bowl Engagement Survey that the money spent on the promotion will result in revenues (building the brand’s equity, driving positive behaviour, etc.) for just about 60% of advertisers.
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.
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.
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.
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).
Red Bull is giving wings to young people in virtually all the spheres of modern life, from extreme sports to arts. The energy drink is rolling out its initiative dubbed Red Bull Curates: The Canvas Cooler Project in the USA, inviting emerging artists from various backgrounds (and working in different media) to display their art pieces and meet art dealers at the SCOPE Miami fair during Art Basel, an international contemporary art show, in December.