Benetton has announced the birth of an online community of bloggers dedicated to communicating the very essence of the brand to the target audience. A new blog, or superblog, to be more precise, has been launched at www.blog.benetton.com showcasing the latest and most interesting topics related to technology, fashion, culture and life of young people around the world. However, Benetton has its own point of view on each of these areas and perceives fashion as something born in the streets, inspired by everyday life and embracing colors of the world; and technology as a tool that is capable of bringing people closer and improving the way we communicate.
Category Archive: Marketing
Dr Pepper learnt a tough lesson in Great Britain last July with the huge scandal concerning the status take-over promotion on Facebook started as part of the brand’s ‘What’s the worst that could happen?’ campaign. Having tendered apology for the blunder (the thing was that a mother found her 14-year-old daughter searching for the meaning of her new status update with ‘two girls, one cup’ phrase referring to a notorious porn video), the brand closed the activity. Now, the buzz went down and almost one year later, the brand comes back with another teen-oriented project, dubbed ‘Pepperhood,’ which definitely will not have any unwanted after-effects.
Doritos has initiated another fight between its flavours to see which of them is the ‘strongest’. Building on success of other themed advertising pieces, which included the spots for the Egyptian and U.S. markets as well as the large-scaled ‘The End’ promotion in Canada, where people were encouraged to ‘destroy’ one of the new additions, A (in the white bag) or B (in the black bag), the snack brand has kicked off a similar integrated promotion for Australian consumers at the www.battleoftheflavours.com website. Now, two new Doritos flavours, Hot Mexican Salsa and Thai Sweet Chilli, are placed against one another on the digital spot, and consumers are invited to support their favourite by suggesting the effective battle moves against the competitor.
Timberland, whic is committed to promoting active lifestyle, is rewarding individuals who want to spend more time outdoors. To promote its new range of Earthkeepers footwear, the brand teamed up with brand experience agency BEcause and Groundspeak, the location-based technology specialist, to launch the ‘Trail of Heroes’ campaign, which encourages consumers to explore the world outside their homes and set out on a search of ‘treasures,’ uniquely designed set of containers (geocaches) hidden across in six European megalopolises—Milan, Paris, Madrid, Berlin, Brussels and London.