Gap’s Banana Republic has teamed up with Condé Nast Publications’ Bon Appétit as well as with the online restaurant reservation service OpenTable to launch a new summer apparel collection. The promotion called Desk to Dinner is slated to begin next week and will encompass print ads, direct mail, e-mail, digital content and social media including an Open Table blog, Dining Check.
Category Archive: Marketing
The Marmite spread, which always generates much buzz around itself, is announcing a new push revolving around its secret community, Marmarati. The secret society, which has been launched to support the release of Marmite XO, the brand’s extra strong version, and has been running in beta for some time, is gaining momentum. The new online hub, which has been created by We Are Social, invites consumers to undertake a range of challenges, which will help to demonstrate how true their love for the ‘Noir Elixir’ is.
Can a common drink make a revolution? Lipton Ice Tea believes it can—the tea brand is kicking off the summer ‘Teavolution’ campaign, aimed to reach younger generation of consumers, people aged 18-24, and bring the taste of cold tea to them this hot summer. The new promotion, which will roll across UK cities, Liverpool, Southampton, Swansea and Glasgow, landing in busy locations in these cities froom mid-June through August. The new activation, which is not fronted by the brand’s charming ambassador Hugh Jackman, uses the ‘Surprisingly tasty and refreshing’ strapline on the yellow and orange ‘rebellious’ print with a hand holding a bottle of the drink.
With this year’s Olympic Games in London and European Soccer Championship in Poland and Ukraine, it is likely that many brands will try to use these events to reinforce their engagement with consumers. Among other things, we could expect the introduction of several limited editions. In particular, Coca-Cola has got a long track record when it comes to linking to the biggest sport events on earth. Some of these limited editions will be a huge success, while others – like Coca Cola’s ‘polar bear cans’ last winter – turned out as failures.