Obama resumes work for a second term. Spielberg’s patriotic film Lincoln is riding high in the nominations. And American Airlines are re-launching with a new identity for the first time in forty-five years.
USA
YouTube and Adweek partner this year to figure out which of the Super Bowl XLVII ads will be the most popular among the audience of the big game.
Traditionally, advertisers try hard this season, creating impressive and engaging Super Bowls adverts, which can potentially live on throughout the year and even start a new chapter in history of their brands. This all is made to build a stronger connection with the audience and attract more consumers, so viewers are the kings here. YouTube and Adweek invite the audience to visit the Ad Blitz gallery (YouTube is running it for the fifth consecutive year), watch all the spots online right after they air during the game on February 3, and vote for the best pieces at the end of the event through February 11.
The older the product, the more difficult it can be to find new ways to advertise it. Still, such a tough challenge may inspire brands to find a truly great solution—and it has been the case with Post-it notes, owned by the 3M Company, which launched a new US campaign under the “Go ahead” tagline. The new multi-platform promotion, which was devised and developed by Grey New York, plays around the totally new approach to advertising the iconic notes. Now, they are much more than just bright sticky pieces of paper for writing reminders on—they are tools for the self-expression.
Levi’s is explaining how to combine sustainability and style. The brand, which has been spreading its eco-focused message for years, now partners with the Rhode Island School of Design to encourage young designers to adopt the green fashion outlook. The collaboration, launched as part of the RISD’s Designer in Residence program, includes the five-week course, which will be conducted by Nada Grkinich, senior director of Levi’s global footwear and accessories, and Paul Dillinger, senior director of Dockers color and concept design.
The legendary motorbike brand Harley-Davidson teams up with “American Badass” Kid Rock to mark its 110th anniversary, which will be celebrated with a series of events across the globe this year (the brand even received Pope Benedict’s blessing for that). As part of the partnership, the brand has become the title sponsor of Kid Rock’s Rebel Soul tour and has also tapped the musician to co-create a range of limited-edition branded «rebel» merchandise.
Apple is apparently losing its title of the No.1 valued company, having surrendered to Exxon Mobil, an American multinational oil and gas corporation in the Standard & Poor’s 500 Index. The company’s shares have been reported by Bloomberg to slump 17 percent this year, and its market capitalization is now estimated $413 billion, while Exxon Mobil has $418 billion. Things were better for Apple in 2012, when the company managed to become the most valuable company ever. The source also reports that the company’s shares have fallen by 37 percent from a record in September.
Coca-Cola has tapped US pop country singer Taylor Swift as a new celebrity face for Diet Coke. The brand, which last year celebrated its 30th anniversary in the USA, will feature the 23-year old lady in its multi-platform campaign, which is expected to include more than just adverts. According to Ad Age, “executives close to the company noted she will not be involved in the company’s Super Bowl campaign.” Apparently, it’s because the young celebrity, who is gaining her power quite fast in the entertainment business, currently doesn’t have the superstar presence of such performers as Beyonce, who has been tapped by Pepsi and will be headlining the Super Bowl halftime show sponsored by the brand.
Coca-Cola US is piloting vending machines, which accept payments made via a mobile device —the new initiative was launched through the company’s partnership with the Isis joint venture created by AT&T Mobility, T-Mobile USA and Verizon Wireless. The iconic beverages giant is not the first one which provides its consumers with such an opportunity (for instance, Starbucks offered it in 2011), but it is still a great move for the company.
Red Bull is giving wings to young people in virtually all the spheres of modern life, from extreme sports to arts. The energy drink is rolling out its initiative dubbed Red Bull Curates: The Canvas Cooler Project in the USA, inviting emerging artists from various backgrounds (and working in different media) to display their art pieces and meet art dealers at the SCOPE Miami fair during Art Basel, an international contemporary art show, in December.