Mountain Dew has launched a new music-inspired and youth targeting campaign aimed to show fans what it means to ‘dew’ somebody. The tagline of the campaign sounds like ‘This is How We DEW’, whatever it means.
celebrity marketing
Diet Coke is launching a new set of bottles inspired by Jean Paul Gaultier’s iconic creations. Earlier this spring, the soft drinks brand announced partnership with its new creative director, the world famous fashion designer Jean Paul Gaultier, who developed new chick Diet Coke bottle designs based on his iconic models and fronted the whole campaign. Following the launch of a series of adverts, in which the designer appeared as a shrink, paparazzi and a private detective, a new round of campaign has been revealed. Now the brand presents new bottles, and one of them is ‘dressed’ in Madonna’s iconic outfits, devised by Gaultier.
adidas inspires people to take active actions in each of its campaigns, and the new promotion, which launched in the UK on April 7, keeps to this theme as well. The sport apparel giant, which is one of the sponsors of the London 2012 Olympic and Paralympic Games, kicked off a new Olympic-themed campaign entitled ‘Take The Stage’ to encourage all Brits to believe in themselves and be not afraid of sharing their talents with the rest of the world.
Nokia has launched its Windows-based Lumia 900 smartphone in the USA with a striking installation on Times Square creating one of the biggest LED displays on its buildings. The international superstar Nicki Minaj helped the company to celebrate the event with a live performance. Last fall, the company introduced Lumia 800 to the UK public with a similar visual performance by deadmau5.
Hennessy has launched a campaign revolving around wild rabbit—no, not as Easter mascot, but as a symbol of motivation which drives us to uncovering new treasures and reaching new heights. For the hilarious, artistic initiative dubbed ‘Never stop. Never settle,’ the cognac brand teamed up with the Droga5 New York agency—the new initiative, feature success icons of our times, is now rolling out online, outdoor, radio, in social media, in print with QR codes and on TV in the USA. The brand asks drinkers “What’s your wild rabbit?”, and encourages them to always move forth with the ‘Never stop. Never settle.’ slogan (which is actually very reminiscent of Johnnie Walker’s iconic ‘Never stop walking’ tagline).