Heineken, an iconic international beer brand, launched sweepstakes and offers a one-of-a-kind prizes to the winners: a retro fridge, a flat-screen TV and a high-end chair. What makes those items special is not their price, but rather the fact all of them are decorated by the award-winning New-York based artist Jayson Atienza. Jayson has a signature painting style that consists of sophisticated water color and ink designs. This time his brush touched the items to communicate a part of the iconic brand identity and energy of Heineken to this household items that we see every day.
youth marketing
In November, Schwarzkopf Professional started the new social initiative ‘Shaping Futures,’ which is a new worldwide charity initiative that sees Schwarzkopf Professional partnering with leading non-profit organisation SOS Children’s Villages and volunteer hairdressers, in order to introduce disadvantaged youth to the craft and livelihood potential of hairdressing.
Converse paints the walls of British towns to promote its recent collaboration with popular and emerging musicians. The brand is known for its projects focused on celebrating arts and music culture, and this summer and fall it released several tracks by GB and U.S. entertainers. Recently, the footwear company has partnered with Monorex, a group of graffiti-inspired visual artists, to pay tribute to influential musicians by promoting indie music genres with street art.
Coca-Cola Brazil is introducing virtual game into real life and vice versa. The brand collaborated with the Gringo agency to launch an interactive activity ‘The impossible is possible— My Life In Game’ on December 1, where the key character is a real person, Lucas Dias, turned into an onscreen hero, is taking up challenges and fights with mean people. The goal is to have more time for his private life.
Soda brands love to emphasize their devotion to ‘energetizing’ their fans even though most of them do not belong to the energy drink category. Coca-Cola continues the tradition of positioning itself as ‘fuel for youth’ and is encouraging creative minds from Singapore to unveil their vision of refreshment which inspires them and people around to take active actions. In its new contest, the brand invites younger consumers to give their own interpretation of this Coca-Cola’s characteristic in any visual form they find appropriate.
IBM, Verizon, Levi’s and Mattel teamed up with the USC Annenberg School for Communication & Journalism to support a series of projects and initiatives focused on both real-world applications and a societal impact. Students of the school supervised by teaching staff will work together under the roof of the recently-founded Annenberg Innovation Lab, which projects are sponsored by the brands.