Pages

Showing posts with label brand management. Show all posts
Showing posts with label brand management. Show all posts

Sunday, September 6, 2009

Florida Road Rangers: Sponsored By "Smart Company"

Being involved in marketing and advertising, especially when sponsorships are concerned, we marketers find ourselves looking at branding in a completely different light.

The average consumer doesn't notice the punny copy on the billboard as clever writing, they just know that it makes them chuckle. The Average Joe doesn't realize that the color that is used in a print ad was put there to get him to act on impulse and purchase the beer that he is now craving.

Every once in a while an company sees an "out of the box" opportunity to elevate thier brand by offering a community service in a way that touches the fiber of humanity in the individual that is being assisted.

In the beginning of first quarter in 2008, during the major governmental budget cuts, one of the major programs that was threatened from being dissolved completely was the cavalry of FDOT's Road Rangers. This group of good summaritans sole purpose was to patrol all the major road arteries in Florida, especially those that intersected in the tourist capital of the world Orlando, Florida. They were angels on four wheels whos purpose was top you off with gas if you ran out and were stranded, tow you to safety and help you arrange a wrecker, signal emergency with flares and cones, help you change a tire, anything to keep the roads safe in Florida.

When city officials decied to dissolve the progam, companies like State Farm Mutual Auto Insurance Co. recognized that this organization fit into their branding and tag line, "Like a good neighbor, State Farm is there." State Farm agreed to sponsor the Florida Road Rangers program for $307,000 in March of 2009 (According to Orlando Business Journal), which was in my opinion a steal for the amount of direct impressions that have already earned. This sponsorship and teaming up with Central Florida Regional Transportation Authority (Lynx) was one of the smartest moves for a brand that I have ever seen. Kudos to you, State Farm, for being there "like a good neighbor," and keeping this cavalry of good Samaritans running.

From a marketing standpoint, this sponsorship has many important pluses going for it. It has the fleet of branded vehicles, patroling, constantly being seen thus creating most likely tens of millions of impressions annually. No media would be able to get you that amount of exposure especially when the 13 trucks in rotation make around 70 service stops daily between the hours of 6:00am - 10:30pm.

It has an experiential component that is also very important, because the person in need is abandoned and has that rescued feeling when the Road Ranger comes stops to help. In that moment, that person is definably experiencing the brand with a sense of rescue. In that very moment, State Farm really is there like a good neighbor.

Friday, June 5, 2009

Will Dwight Howard Be the Next Big Ad Man?

Hoops Star's Success in Playoffs Could Mean Bigger Deals, More Appearances


By Jeremy Mullman Published: June 03, 2009

CHICAGO (AdAge.com) -- Orlando Magic star Dwight Howard has already

repaid Adidas' investment in him by knocking LeBron James out of the
playoffs and thwarting rival Nike's dream of a big-stage showdown between its two biggest hoops endorsers, Mr. James and Kobe Bryant.

Dwight Howard


Dwight Howard
Photo Credit: AP


But can the prodigiously talented basketball behemoth make it as a leading ad man for other companies as well?


"I think we're seeing that transformation now," said Element 79
Management Director Michael Chase, who casts sports stars in Gatorade
ads at the Omnicom Group-owned agency and earlier did the same for Nike
at Wieden & Kennedy. "He's established himself as a dominant
force."


From bit player to leading role?
To this point Mr.
Howard has largely been cast as a bit player -- a lot. In addition to
Adidas, which has featured him, he has endorsement deals with the likes
of McDonald's, Wrigley, T-Mobile, Warner Bros. and DC Comics, the Milk
Processor Education Program ("Got Milk?"), and Coca-Cola's Glaceau.
That's believed to be the largest number of deals for any NBA player,
but marketers often relegate him to a supporting role in their ads.

T-Mobile, for instance, recently ran a spot that showed Mr.
Howard making a cameo as Miami Heat star Dwyane Wade and Charles
Barkley played a basketball video game. Mr. Howard was shown on the
phone, trying to implore the gaming-inept Mr. Barkley not to use his
avatar in the game. McDonald's put him in one ad, and on packaging, as
a means of promoting its Olympic sponsorship (Mr. Howard was on the
U.S. team). And Glaceau has kept him relatively idle, ironically
throwing its focus of late behind a Vitaminwater campaign raising the
specter of a LeBron/Kobe matchup.


Mr. Chase, for one, said he feels that's about to change. He said he
would rank Mr. Howard's endorsement appeal behind that of only two
current NBA players, Mr. Wade and Mr. James, and ahead of the likes of
Mr. Bryant, Kevin Garnett and Chris Paul.


Working in Mr. Howard's favor, he said, is his youth, charisma and character.


As a 23-year-old seemingly still improving, a sponsor could enjoy a
decade or longer of elite on-court performance. Like Shaquille O'Neal
before him, Mr. Howard is the rare NBA 7-footer
who exudes charisma in spades, as he did at last year's Slam Dunk
Contest, when he donned a Superman cape and incorporated amusing props
to enhance his jaw-droppingly athletic dunks. (He also showed grace by
letting his Lilliputian opponent, Nate Robinson, leap over him to win
the title.) And he's also devoutly religious and notably charitable,
which may comfort some marketers squeamish about exposure to the next
Michael Vick (or even the next Mr. Bryant, who lost much of his backing
after a sexual-assault allegation that was ultimately dropped).


What makes Mr. Howard even more attractive to would-be sponsors is the
very large stage on which his coming-out party is playing out. Perhaps
driven by anticipation of a LeBron/Kobe finals, NBA-playoff TV ratings
are up 19% this season. The conference-finals series in which Mr.
Howard's Orlando Magic ousted Mr. James' Cleveland Cavaliers drew 8.6
million total viewers. Further evidence of Mr. Howard's rising profile:
His jersey sales have risen to No. 6 during the playoffs from No. 10
during the season.


The finals between the Magic and Mr. Bryant's Los Angeles Lakers start Thursday on ABC.


Adidas's gamble
Adidas, which has already made Mr.
Howard the centerpiece of an online video site and featured him in TV
creative, naturally feels like it made a pretty good bet when it signed
him out of high school in 2004, shortly after the Magic picked him
first in the NBA draft.

"We hope what he's doing in the playoffs will wake other brands
up," said Ryan Morlan, global director of basketball communications for
Adidas. "He has the performance and he has the personality. You can
market him like a high flier."

Mr. Morlan said Mr. Howard has been Adidas' single most
featured athlete in the past 18 months, and he'll continue to be as the
brand makes him the centerpiece of viral-video and social-media
initiatives during the NBA Finals.

"There's been this forever debate whether a big guy can sell
shoes," Mr. Morlan said, "and we feel Dwight is calling that into
question."

Tuesday, May 26, 2009

Red Bull Cola Has Much More Than Just Kick, Cocaine Found

RED BULL COLA dosent give you wings, it gets you high!

From Vosizneias.com

Germany
- About a year ago, the makers of Red Bull, the famous caffeine-loadedenergy drink, decided to come out with a soda, unsurprisingly named Red Bull Cola. The shared name implied the same big kick. But could the cola's boost supposedly "100% natural" come from something else?

Officials in Germany worry that they've found the answer cocaine. And now they have prohibited the soda's sale in six states across the country and may recommend a nation-wide ban.

"The [Health Institute in the state of North Rhine Westphalia] examined Red Bull Cola in an elaborate chemical process and found traces of cocaine," Bernhard Kuehnle, head of the food safety department at Germany's federal ministry for consumer protection, told the German press. According to this analysis, the 0.13 micrograms of cocaine per can of the drink does not pose a serious health threat you'd have to drink 12,000 liters of Red Bull Cola for negative affectsto be felt but it was enough to cause concern.

Kuehnle's agency is due to give its final verdict on Wednesday when experts publish their report.

Red Bull has always been upfront about the recipe for its new cola. Its website boasts colorful pictures of coca, cardamom and Kola nuts, along with other key "natural" ingredients. The company insists, however, that coca leaves are used as a flavoring agent only after removing the illegal cocaine alkaloid.

"De-cocainized extract of coca leaf is used worldwide in foods as a natural flavoring," said a Red Bull spokesman in response to the German government's announcement. Though the cocaine alkaloid is one of 10 alkaloids in coca leaves and represents only 0.8% of the chemical make-up of the plant, it's removal is mandated by international anti-narcotics agencies when used outside the Andean region.

In Germany, the Red Bull spokesman insisted that his company's product, along with others containing the coca leaf extract are considered safe in Europe and the U.S. And already, some experts have come to Red Bull's defense.

But no one knows where Red Bull Cola's coca leaves come from or where they are processed. Red Bull did not respond to immediate requests for comment and Rauch Trading AG, the Austria-based food company that actually manufactures Red Bull Cola was quick to say that they are not allowed to speak about the product.

Thursday, May 21, 2009

Dwight Howard Eats a Double Double to Beat Cavaliers!

http://sportsblognet.com/files/2009/02/dwight-howard-quarter-pounder.jpgMany professional athletes who have certain superstitions that link their personal belief to their game day performance. Michael Jordan wore his fabled North Carolina College Game Shorts under his Chicago Bulls uniform, Nolan Ryan ate a grilled rib-eye steak before every game, Chuck Norris eats 5 babies (Not Confirmed), and Dwight Howard eats two McDonald's(R) Double Quarter Pounders with Cheese.

The following was taken from ESPN.com columnist Chris Sheridan's article, "Game 1: Stunning Comeback Sinks Cavaliers," about the amazing 107-106 Orlando Magic Eastern Conference Finals Win: But we started this column by asking about fuel, which is why it was so amusing to hear Rafer Alston pop into the locker room afterward and pronounce to anyone who was listening: "It was the McDonald's! Dwight's McDonald's and Hedo's pizza."

Full Article:

Game 1: Stunning Comeback Sinks Cavaliers

CLEVELAND -- Brace yourselves, Cavs fans, because this little factoid is going to make Wednesday night's loss hurt even a little more.

Playoff schedule
WEST FINALS
Los Angeles 1, Denver 0
Game 2: Thu., 9 ET, LAL

EAST FINALS
Orlando 1, Cleveland 0
Game 2: Fri., 8:30 ET, CLE

Full playoff schedule

You know what fueled that comeback? That uncanny resilience? That seemingly impossible victory for the Orlando Magic in a game that appeared over at halftime?

We'd like to give all the credit to coach Stan Van Gundy, who kept telling his team to keep fighting and to stop fawning, not to quit, to keep cutting into the lead and to induce a little panic. And certainly, that credit is deserved.

But we started this column by asking about fuel, which is why it was so amusing to hear Rafer Alston pop into the locker room afterward and pronounce to anyone who was listening: "It was the McDonald's! Dwight's McDonald's and Hedo's pizza."

Turns out Howard got himself ready for Game 1 of the Eastern Conference finals by downing two quarter pounders with cheese, large fries and a Sprite, while Turkoglu went all non-Turk, keeping the yogurt and the olives off his pizza, downing a plain cheese pie.

"Imagine what some vegetables might have done for you?" Howard was asked.

"That physique look like it needs vegetables?" Alston interjected, prompting one side of the Magic locker room to burst into laughter.

For some of you, this is one of those mornings when you begin kicking yourself shortly after you wake up. You check the previous night's scores, you remind yourself that Mo Williams had ended the first half with what appeared to be a 67-foot dagger, and then you scratch your head and wonder two things: How the hell did that happen? And why the heck didn't I stick it out to the end?

The Cavaliers were asking themselves a variation of that latter question at the conclusion of a topsy-turvy night, an evening when Orlando steadily rallied back from a 16-point deficit and got a clutch 3-pointer from Rashard Lewis with 14.7 seconds left to defeat the Cavs 107-106 in Game 1 of the Eastern Conference finals.

Stunning point No. 1: The Magic overcame a 49-point performance from LeBron James.

Stunning point No. 2: The Magic won despite making only three 3-pointers over the first three quarters.

Stunning point No. 3: Junk food wasn't the only thing they got a mouthful of.

"He [Van Gundy] told us we all look like witnesses," Howard said of his coach's halftime speech, "and we can't have that. That really motivated us, because he said y'all are out there just watching [James] dunk, and that brought some fire out of us."

But while Van Gundy did some screaming, he also did some pleading and prodding, repeatedly telling his team that Cleveland might not respond well to a nip-and-tuck game given the fact that they had steamrolled through the first two rounds of the playoffs, winning every game by double-digit margins, and could turn a tad uptight if things got a little too tight.

And he couldn't have been more right.

"The one thing about our team, and it's been pretty consistent all year, but this is a resilient basketball team. This team will keep playing," Van Gundy said. "All I was talking about was getting our heads right, gather ourselves, and try to do it possession by possession. I said we're not going to get it all back in six minutes, but let's get it to 10, get it to six, get it to two and put pressure on; then we got the lead. The players did a very good job of that, keeping their heads and staying in the game."

Howard led Orlando with 30 points and 13 rebounds, but he was on the bench for the game-winning shot after drawing his sixth foul with 25.6 seconds left.

Funny thing, though (at least it seemed funny to Howard and Lewis, because they joked about it afterward), was that Lewis turned to Howard as the play was about to begin and winked three times, signaling he was going to go for the win with a 3-pointer.

And that's what happened, Lewis receiving the pass from Turkoglu for the last of his 14 assists and burying the shot from the corner. Orlando then played tight defense, forcing a jump ball with one second left that ended with Williams missing an off-balance jumper at the buzzer.

"It definitely hurt, but we've got to adjust. I've said it before: A series is not won or lost in one game," said James, who cramped up after the game and took several minutes to exit the court. "I'm not hurt. If you've ever caught a cramp, your body will tell you when you're ready to move. I just have to stay better hydrated over the next two days."

"Dwight played great," James said, "But Lewis was the X factor for them."

So was Turkoglu, who took over the ballhandling chores for most of the fourth quarter, fought off the Cavs' blitzing traps and passed for seven of his 14 assists in the final quarter.

Turkoglu said point guard (or point forward) was a position he had been learning since he was a 12-year-old, his coaches in Turkey telling him that his combination of size, sight lines and skills could make him a dominant ballhandler in the Magic Johnson mold.

That was the way he played in Game 7 against Boston, and as in that game -- although not to the same momentum-shifting degree -- once Turkoglu got rolling, the rest of the team followed.

As for Howard, he was an entirely different player in the low post without having to deal with the heft and bulk of Celtics center Kendrick Perkins as he had in the previous series, and being just a foot or two closer to the basket when he got into position to shoot made all the difference (of his 20 shots, he made 14).

James did his thing (49 points, 20-of-30 shooting, 8 assists, 6 rebounds), but the Cavs didn't do their team thing in the second half nearly as well as they did in the first, reverting to the standstill offense that has so often doomed their fluidity, giving James the ball at the top and spreading the floor while waiting for him to shoot or create.

By the end, what at halftime had been a euphoric arena had turned into an island of disgust.

Lately, they aren't used to losing around here (let's not forget that 39-2 regular-season record), and the anger fans were feeling was palpable as the sellout crowd filed out of the building. The night began with the collective thought, "When exactly are the Lakers coming to town?" But that had been replaced shortly before midnight by the simplistic, "How the heck did that happen?"

Adversity, welcome to Cleveland. Or perhaps we should say welcome back.

"[Adversity] is always good. Nobody said it was going to be easy," James said. "It's one game, and if we just look at it as one game, we'll be fine. If we think the world is coming down on our heads, we're going to lose pretty bad."

For now, we'll put this one down as a bad loss -- a bad loss to a team whose nutritionist was either named Chuck E. Cheese or Ronald McDonald.

Apologies, Cavs fans, if that makes it hurt even more. But there comes a time when every champion has to bounce back from something bad, and now the onus is on the Cavs -- if they are truly championship material -- to prove that's something they're capable of.

Chris Sheridan covers the NBA for ESPN Insider. To e-mail Sheridan, click here.

Thursday, May 14, 2009

Cheerios Battles FDA on Ad Campaign Claims

With Cheerios, Has FDA Bitten Off More Than It Could Chew?

Changing Ad Claims Would Cost General Mills Millions, but Experts Say FDA Is Attacking a Consumer Favorite

CHICAGO (AdAge.com) -- The Food and Drug Administration is going after a claim that has been the center of Cheerios' marketing campaign for two years -- and backed with tens of millions of dollars in spending -- but in the end, it could be the FDA that loses.

Depending on its discussions with the FDA, General Mills may have to change packaging.
Depending on its discussions with the FDA, General Mills may have to change packaging.

The agency warned General Mills of "serious violations" arising from Cheerios' cholesterol-reduction claims. In its letter to General Mills last week, the FDA pointed to the claim that eating Cheerios can lower cholesterol 4% in six weeks. The FDA's stance might not only have immediate financial and marketing implications for General Mills, but could also result in a ripple effect for other marketers mulling specific health claims.

Big G wouldn't discuss the letter beyond a statement that indicates it will fight. "The scientific body of evidence supporting the heart health claim was the basis for FDA's approval of the heart health claim, and the clinical study supporting Cheerios' cholesterol-lowering benefit is very strong," Mr. Forsythe said. "We look forward to discussing this with FDA and to reaching a resolution."

But so far, public sentiment is on the cereal's side. Cheerios is one of the most beloved brands in the entire food industry -- and among the most trusted. Noted one health-care ad executive: "They're messing with a brand that parents put on their kids' high chairs."

'FDA got it wrong'
"It think the FDA got it wrong on this one," supermarket expert Phil Lempert said. He pointed to the inevitable chest pounding associated with a new administration and FDA leadership. "To go after a major brand like Cheerios is [for] headlines that say to everybody 'We're doing our job,'" Mr. Lempert said.

The company is currently working with the FDA to assess what changes need to be made to packaging. However, it's too soon to determine what those changes will be. Mr. Lempert said any changes are likely to cost General Mills "millions and million of dollars." Packaging is, of course, the most expensive component of most food products, and redesigns are expensive, even if product doesn't have to be pulled from shelves. It's also likely the ads would have to be retooled should the FDA prevail, though it's possible only the 4% figure could be fudged in the campaign. General Mills' agencies include Saatchi & Saatchi, New York, and Campbell Mithun, Minneapolis.

Even if the company is forced to scrap the claim, Lynn Dornblaser, director of consumer package goods insight at Mintel, a global consumer, market and product research firm, said it's not like consumers will change their minds about Cheerios or forget the messages they've seen in recent years. "They've gotten the message out already," she said. "The specific language has done what it needs to do." After all, Ms. Dornblaser noted, such an FDA complaint is not going to convince consumers that whole grains are bad for them. And changes to packaging, including specific health claims, may capture consumer interest for awhile, but after that, Ms. Dornblaser said, "it becomes wallpaper."

King of the cereal aisle
Indeed, Cheerios brands rule the cereal aisle. According to Information Resources Inc., a Chicago-based market-research firm, the yellow-box classic rang up $323 million in grocery sales for the 52 weeks ended April 19. It's now running behind Honey Nut Cheerios, with $332 million. All told, sales for the Cheerios franchise, including Honey Nut, Multigrain and fruit-flavored Cheerios, totaled $695 million over the same period. IRI data does not include Wal-Mart or club stores.

Cheerios splashscreen
Enlarge

This splashscreen appeared on Cheerios.com.

General Mills began making the 4% cholesterol-reduction claim associated with Cheerios two years ago. During that time, according to TNS Media Intelligence, the brand has spent about $89 million in measured media. Yellow-box Cheerios has grown share in recent years, but not considerably. According to IRI, Cheerios rang up $301 million in retail sales in 2004, with 4.75% of cereal sales, compared to 4.89% presently.

The FDA has appeared more active on the food front of late. In April, it announced that it had warned -- and promptly settled with -- Kellogg Frosted Mini-Wheats. The brand asserted in its marketing that the product enabled children to be 20% more attentive than those who hadn't eaten breakfast.

Bruce Silverglade, legal director of the Washington-based Center for Science in the Public Interest, said claims such as Cheerios' 4% message have been prohibited since 1993, as part of the Nutrition Labeling and Education Act. Now, he said, the new administration is sending a message that enforcement will be tougher. "They're signaling the rest of the industry that the agency is not going to let a big market leader get away with it and won't let anybody else get away, either," he said.

Dissent within FDA?
Still, it seems there is some dissent about this warning even inside the FDA. Peter Pitts, a former FDA associate commissioner, said he spoke to two senior FDA officials who said they had not seen the warning letter until it became public. The letter originated from the FDA's Minneapolis field office. "They did not know, they were upset and said this was a field office that was freelancing," said Mr. Pitts, now director-global health care, Porter Novelli. "That being said, what upset FDA most about this is it makes them look foolish."

In an e-mail, an agency spokeswoman said that FDA "warning letters speak for themselves," and declined to comment further.

Thursday, April 2, 2009

Tropicana Line's Sales Plunge 20% Post-Rebranding - Advertising Age - News

Tropicana Line's Sales Plunge 20% Post-Rebranding
OJ Rivals Posted Double-Digit Increases as Pure Premium Plummeted

By Natalie Zmuda

Published: April 02, 2009

NEW YORK (AdAge.com) -- Tropicana's rebranding debacle did more than create a customer-relations fiasco. It hit the brand in the wallet.

The new Tropicana Pure Premium packaging (right) had been on the market less than two months before the company scrapped the redesign.
The new Tropicana Pure Premium packaging (right) had been on the market less than two months before the company scrapped the redesign.

After its package redesign, sales of the Tropicana Pure Premium line plummeted 20% between Jan. 1 and Feb. 22, costing the brand tens of millions of dollars. On Feb. 23, the company announced it would bow to consumer demand and scrap the new packaging, designed by Peter Arnell. It had been on the market less than two months.

A swift reversal
Now that the numbers are out, it's clear why PepsiCo's Tropicana moved as fast as it did. According to Information Resources Inc., unit sales dropped 20%, while dollar sales decreased 19%, or roughly $33 million, to $137 million between Jan. 1 and Feb. 22. Moreover, several of Tropicana's competitors appear to have benefited from the misstep, notably Minute Maid, Florida's Natural and Tree Ripe. Varieties within each of those brands posted double-digit unit sales increases during the period. Private-label products also saw an increase during the period, in keeping with broader trends in the food and beverage space.
Image
Watch Peter Arnell Explain His Failed Tropicana Package Design

The entire refrigerated-orange-juice category posted flat unit sales and a 5% decline in dollar sales during the period. As the leader in the category, it makes little sense that Tropicana Pure Premium would see such a drastic sales decline while the category remained relatively flat, industry experts said. Through Feb. 22, Tropicana Pure Premium accounted for about a third of sales in the refrigerated-orange-juice category.

Tropicana: no connection
A spokeswoman for Tropicana in an e-mail said, "No dots to connect here." The company did not respond to further requests for comment.

"It surprises me that their performance is so different from the rest of the category," said Gary Hemphill, managing director-chief operating officer at Beverage Marketing Corp. "It's a little tough to draw conclusions over such a short period of time. But I would say that's unusual."

Mr. Hemphill said typically when a beverage brand undergoes a rebranding it signals increased marketing expenditures and leads to improved performance, at least in the short term. "It gets people to look at the brand again and brings some kind of news and excitement around the brand," he added.

Tropicana had certainly sought to create excitement around the Pure Premium rebrand, announcing Jan. 8 a "historic integrated-marketing and advertising campaign ... designed to reinforce the brand and product attributes, rejuvenate the category and help consumers rediscover the health benefits they get from drinking America's iconic orange-juice brand."

'Black eye'
Beverage experts were hard pressed to think of another major brand that had pulled the plug on such a sweeping redesign as swiftly as Tropicana. "It's a black eye when you have to backtrack that quickly," said Bob Goldin, exec VP at Technomic. "There must be [another example] but nothing comes to mind. [Tropicana] is a big brand, and it was a big restage. This is something that I'm sure they were not happy about."

While it's impossible to say whether Tropicana has permanently lost share, as a result of the blunder, competitors are likely taking note. "We think the Minute Maid brand has opportunity for growth, and we're working hard to make that happen," said Ray Crockett, a Coca-Cola spokesman.