One of the top 3 World’s Most Admired Companies, Google marks the 18th anniversary of internet advertising with an unprecedented ‘Google Project Re:Brief’, a campaign that looks on four classic television commercials in a new way.
soft drinks
First launched in 2009 with a ‘Smart Hydration’ positioning, Slice Design was asked to redesign Juicy Drench for consumers looking for a smart and natural choice in refreshment. Consumers felt the previous communication of juice + water was too artificial largely due to the flat circles of colour on the pack.
Cider and juice producer Orchard Pig is unveiling a new look designed by brand design specialist Blue Marlin. The brand’s identity was redesigned to help the artisan brand move into the mainstream and make it easier for consumers to find the product on the shelf. The new dynamic and charming look, which has been adopted by 16 products of the brand, is rolling out this week.
Apple, Google and Amazon are the leaders of the World’s Most Admired Companies 2012 chart, unveiled as result of the new survey conducted by the Fortune trade publication and the Hay Group consultancy—a total of 698 companies from 32 countries were included. The companies, which top most of lists of the most successful businesses, are followed by Coca-Cola, IBM, FedEx, Berkshire Hathaway, Starbucks, Procter & Gamble and Southwest Airlines correspondingly. The first two leaders hold their positions for several consecutive years—for instance, Apple heads the chart for the fifth year in a row, Google was the second most admired company in 2010 and 2011 as well (see the last year’s list here).
Powerade, the sports drink, which helps athletes avoid dehydration while training and competing, is launching a new campaign dubbed ‘Power Through,’ which comes as extension of the ‘Game Science’ marketing effort, also launched ahead of March Madness. The new round of the campaign includes a TV commercial developed by Wieden+Kennedy Portland (the spot aired yesterday, on March 4), as well as print and digital elements to arrive in the coming months. According to Ad Age, the new advertising push from Powerade, which is official sports drink of the NCAA, is highlighting the “underdogs and hard work,” and targets young athletes.
Aesop, the brand storytelling agency, has created packaging for GSK’s biggest drinks launch for 20 years, Ribena Plus, which goes on sale this week. Its launch signals a new era for the market leading juice drink, with the addition of vitamins and minerals designed to slake consumers’ thirst for added value, functional and healthy products. Ribena Plus Apple & Peach and Blackcurrant Immunity Support contain added vitamins A, C and E, while Apple & Raspberry and Mixed Berries contain added calcium for healthy bones.