Do consumers prefer a new extension of the brand they know to a totally new brand? Yes, they do, says the latest “Global Survey of New Product Purchase Sentiment” survey conducted by Nielsen. The research, which polled over 29,000 Internet respondents in 58 countries, shows that consumers are more likely to buy new products by familiar brand rather than choosing a new label.
international
MINI launches latest international campaign dubbed “Design with Bite” to reveal the playful, adventurous nature of its new car— its 7th model, MINI Paceman described as “the world’s first Sports Activity Coupé in the premium compact segment” (the new niche for MINI). The new promotion, which includes TV videos, prints, web special and social media elements (to be launched in late February), invites audience to explore the bold nature of this small and smart urban vehicle.
Honda is launching a new European campaign dubbed “Decisions, Decisions” to promote its Civic model. The new advertising push, developed by Wieden & Kennedy London, is explaining that in some cases you don’t have to make the big decision and choose one thing from two important things—you just can have both, the problem is solved.
Kenzo is rolling out the second phase of its “X Campaign,” launched in fall 2012, with same artistic approach and the same creative minds behind the project. For the latest—spring 2013—installment, the global fashion brand decided to once again collaborate with internationally acclaimed artist Jean-Paul Goude, who is helping accentuate Kenzo’s styles with his unparalleled creative vision.
McDonald’s has unveiled a new eye-catching packaging design, which is fun and educational at the same time. The restaurant chain is changing the look of its carry-out bags and fountain beverage cups, which now fearure QR codes that provide access to nutrition information. The fast-food giant launches the new design in the U.S. this week and is going to roll it out globally through 2013, “with the text being translated into 18 different languages,” says the company in the press note.
The Swedish car brand Saab changes its logo—the visual identity drops the legendary crowned red griffin. The new grey logo, which will be used for passenger cars, has been developed by National Electric Vehicle Sweden AB (NEVS), which has recently acquired Saab, and the design agency Stockholm Design Lab AB.
H&M is taking on sportswear giants such as Nike and adidas with its new move. The retailer has teamed up with international tennis player Tomas Berdych, who is ranked 6th in the world, to “mark a new chapter in the relationship between sport and fashion.” The global sports star will wear the clothes of the brand on and off the court and will also work in a tie-up with the H&M design team, developing a unique tennis collection, which is to arrive in stores later this year.