Red Bull Media House in association with Brain Farm Digital Cinema has presented a new snowboarding documentary The Art of FLIGHT. The film was premiered last month on September 7 at New York City’s Beacon Theatre and now the filmmakers and stars are on a world tour with it throughout October and November.
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To appeal to different categories of consumers effectively, some brands use different promotional concepts for similar products, tailoring the positioning to the tastes of target audience. The iconic carbonated drink Dr Pepper has finally launched its Dr Pepper Ten, a 10-calorie soft drink, which has been testing on the U.S. market since early year, across the country. Basically, the new product is another version of the brand’s diet drink (though, with its calories and sugar it differs from Diet Dr Pepper, 10/2 in Dr Pepper 10 vs. 0/0 in Diet), but its low calorie background was not highlighted here since, as researches state, male shoppers don’t think that diet products are ‘manly’ enough.
The bigger, the better? From the very first day it was introduced to the European market a decade ago, smart fortwo proves that this notion is quite arguable. With the new campaign developed by Razorfish and Merkley & Partners, New York, the car is also changing the car attitudes of Americans and tries to beat their ‘obsession’ with ‘big.’ The marketing initiative under the ‘Unbig. Uncar’ tagline, kicked off in the USA in September (it’s the first-ever smart’s campaign since the official launch of the brand in this country in 2008), revolves around the idea that small and eco vehicles can be much better, more ‘unboring, unobey, uncluttered, unblah’, than traditional bigger cars.
Every successful brand or company has a team of people, who developed the winning strategy and helped it move forth—and, in its turn, every team has its leader. Adweek, the magazine dedicated to covering creativity, client/agency relationships and global advertising, honors world’s most powerful marketers, who contributed to strengthening international brands, which shape out today’s culture and in some way determine our tomorrow. This year Adweek will celebrate eleven individuals, who helped global brands continue re-imagining our world, with the prestigious Brand Genius awards (formerly known as Marketer of the Year) “for their success in genius concepts.”