AXE teaches guys how to “stay cool” in situations that might be irritating or stressful and always remember that patience is really rewarding. The controversial body care brand usually preaches that men should be open and do not hide their emotions, which are related to their male nature, but sometimes to be a macho means to be reserved. The Unilever’s brand has released a series of ‘educational’ 1-minute spots, telling how to behave if you have a Brainy, Sporty, High Maintenance, Party or Flirty Girl. All of the videos are uploaded to the brand’s official YouTube channel (unfortunately, the series is not the key element there, since the front page of the channel is still promoting the recent ‘Anarchy’ campaign).
USA
Global coffee chain Starbucks added two new elements to its rich business picture on Monday, March 19, both of which refer to the company’s affiliates. Yesterday, Seattle’s Best Coffee opened its first drive-thru concept café to offer a range of items including coffee beverages, sandwiches freshly-baked food and snacks to commuters in Northlake, Ill, the suburban Chicago neighborhood, almost round the clock 24/7. The city became the first location where the new concept venue with an easy-to-navigate menu board design and straightforward pricing was opened, and it will serve as “a learning lab for the brand as it evolves its retail presence to meet the growing demand for premium coffee on-the-go,” writes the press release.
adidas Originals is going wild with the vibrant palette in the spring/summer 2012 adicolor campaign, conceived by Portland-based Kamp Grizzly and dubbed ‘Step Into Color.’ The new promotional effort includes digital elements and a commercial (15- and 30-second spots) featuring NBA guard Eric Gordon and radio personality Charlamagne Tha God. While it’s not as big as adidas’ ‘all in’ massive promotion, it also supports the brand’s general philosophy—be young, be active, be creative, be bright. The promotion, which is encouraging consumers to explore the wide range of the brand’s colourful sport outfits, will be rolling out in the USA through April 7 and will be not only the source of encouragement, but will also provide people with an opportunity to win a customized adicolor kit.
McDonald’s kicked off a new Twitter initiative, #Shamrocking right before St. Patrick’s Day. The fast food company has recently failed its #McDStories campaign which was aimed to encourage users to share their favorite memories of the McDonald’s but instead faced mostly bad stories of awful food and service.
PepsiCo is getting ready to kick off its new low-cal Pepsi NEXT product that is expected to become “a game-changer in the cola category” as the company says. The NEXT cola was unveiled in the end of last month and contains 60% less sugar than regular Pepsi-Cola. With the new product, Pepsi responses to the public demand for a diet cola with a full-flavor taste. ‘Drink it to Believe it’ is a slogan of the new campaign.
Subaru, which saved people in Australia from boredom at work in 2010 by sending a squad of rescuers to the offices, is now doing quite the same in the USA, but with an open air twist. The auto brand has launched the ‘Work Play Love’ Tour to encourage American employees to get out of their stuffy office environment, take off white collars and attend one of over 50 fresh air therapy stops, made at various U.S. companies, which support the movement. The new initiative, which helps employees achieve life-work balance, will be promoting the all-new 2012 Subaru Impreza, designed to deliver more fun, adventures and air into people’s life.