Why Diet Coke is considering stripping its name from some cans


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Diet Coke is considering stripping its brand name off some cans sold in stores next year as part of a far-reaching diversity campaign.

The effort, called “[unlabeled],” is meant to spark a conversation about “the complexities of labels in today’s society—from the empowering and earned to the unwarranted and imposed,” according to campaign materials. The campaign by Anomaly got a soft launch in June when the brand began distributing unlabeled Diet Coke cans at experiential marketing events and at panel discussions it sponsored. For instance, Diet Coke hosted a mixer at a recent event in Los Angeles put on by women’s empowerment group Girlboss. The brand is strongly considering widening the distribution of the unlabeled cans next year, including at retail outlets, depending on the feedback it gets, according to a spokeswoman. Diet Coke has already tweaked the effort based on the initial response. Originally the intent was to play Continue reading "Why Diet Coke is considering stripping its name from some cans"

Jim Beam pushes the highball on social to boost summer sales


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Jim Beam is pushing a new solution to bourbon’s summertime sales blues—the highball. The cocktail, made from bourbon, ice and a carbonated beverage like ginger ale, gets a starring role in a new social media campaign aimed at boosting Beam in the summer, when sales of dark spirits tend to lag clear liquor like vodka.

The effort by R/GA New York features “professional refreshers” including an air conditioning technician, a pool maintenance worker and a refrigerator specialist in videos that plug the drink in as “summery, light and refreshing.” The campaign includes Twitter ads that will target cities experiencing particularly hot days. These ads will ask people to tweet at the brand using three appropriate emojis, like a bourbon glass and thermometer, and “#JimBeamHighball” for the chance to get an “official highball kit” that includes a highball glass, t-shirt and in some markets a $5 discount for Jim Beam Continue reading "Jim Beam pushes the highball on social to boost summer sales"

Why more brands are ditching the CMO position


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Chief marketing officers, who have among the shortest tenures in the C-suite, are used to pressure. But now their very existence is coming under threat. Several big-name companies have recently done away with the CMO position altogether—including Johnson & Johnson, Uber, Lyft, Beam Suntory, Taco Bell and Hyatt Hotels, accelerating a trend that began a few years ago.

Companies are consolidating marketing duties with executives who have broader mandates that often include sales and commercial functions such as product development, retail oversight and more. This has given rise to titles like “chief growth officer,” “chief experience officer,” “chief commercial officer,” “chief brand officer” and even “president of brands,” the moniker Beam Suntory created in June when it opted not to fill its CMO job, which had been vacant for 10 months.

It’s almost as if the word “marketing” itself needs a marketing campaign because it no longer encompasses all that Continue reading "Why more brands are ditching the CMO position"

Former Diageo exec on why he joined a Jimmy Kimmel-linked branded content shop


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Brent Montgomery, known for creating the reality TV show “Pawn Stars,” has launched a branded content business and hired a former Diageo executive to help get it off the ground.

The venture, called Wheelhouse Labs, is part of Wheelhouse Group, which Montgomery created last year to house businesses including Spoke Studios, a developer of scripted and unscripted TV and digital programs, and Kimmelot, a media company backed by Jimmy Kimmel. Wheelhouse Labs will serve as the company’s in-house creative agency, connecting brands to talent within the group, including Kimmelot, as well as with Spoke studio originals and productions. The unit will be led by Dan Sanborn, a 16-year veteran of Diageo, where he most recently led the liquor giant’s entertainment-marketing practice in North America. At Diageo Sanborn led programs like a recent partnership with HBO that led to Johnnie Walker’s “Game of Thrones”-themed scotch.  Wheelhouse’s model includes taking ownership stakes Continue reading "Former Diageo exec on why he joined a Jimmy Kimmel-linked branded content shop"

Laundry Service wins AOR duties on BodyArmor sports drink


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Laundry Service has won creative agency-of-record duties for BodyArmor, a fast-growing sports drink brand that has been mounting a challenge to PepsiCo’s Gatorade. The agency, which won the account after a competitive review, will handle TV, digital, social and out-of-home with its first work expected in 2020. The selection marks the first time BodyArmor has used an AOR, according to a Laundry Service spokeswoman.

BodyArmor has marketed itself as a healthier alternative to Gatorade. Ads have featured pro athletes who are also investors, including Kobe Bryant, who has directed some of the brand’s recent ads. Coca-Cola Co. took an ownership stake in the brand last year. Endorsers include U.S. soccer star Megan Rapinoe, who appears in a new ad that debuted during the World Cup.

BodyArmor has also run ads using the tagline, “Thanks Gatorade, we’ll take it from here.” 

 

Sports drink BodyArmor’s new Megan Rapinoe ad looks like a rebuke to Trump


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Megan Rapinoe has made countless headlines during the Women’s World Cup—for scoring big for the U.S. team, but also for taking a stand against President Donald Trump.

Now sports drink BodyArmor has released a new ad starring Rapinoe that will surely get under the skin of the president and his supporters. 

The spot, shot in black-and-white, shows Rapinoe staring straight ahead, as this text flies by: “Nothing like a 30-something, purple haired, fiercely independent, candid, creative, goal-scoring, guitar-strumming, relentless, daring, activist, humble, ruthless, competitor, that stands for all that is beautiful, all that is good, all that is us. Now that’s America.”

The ad debuted on the eve of the U.S. women’s soccer team’s World Cup semifinal match against England. It also came six days after Trump attacked Rapinoe on Twitter for saying, “I am not going to the fucking White House” should the U.S. Continue reading "Sports drink BodyArmor’s new Megan Rapinoe ad looks like a rebuke to Trump"

WPP’s GTB installs a new leader, nine months after getting demoted by client Ford


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WPP’s dedicated Ford agency GTB will have a new leader as it tries to regain its footing after losing a sizable chunk of the automotive account. 

The Dearborn, Michigan-based shop on Thursday announced Digitas executive Robert Guay as its new CEO, replacing Satish Korde, who will become chairman emeritus “assisting Ford on strategic projects around the world,” according to a press release. Kim Brink will stay on as chief operating officer, reporting to Guay. Guay held the executive VP title at Digitas and was managing director of the Publicis Groupe agency’s Boston and Detroit offices, with involvement on accounts including Aflac, Liberty Mutual, General Motors-owned GMC and several Procter & Gamble brands. GTB, originally called Team Detroit, was formed as a Ford-dedicated agency in 2006 as a joint venture of five Ford agencies: JWT, Ogilvy & Mather, Y&R, Wunderman and Mindshare. It later changed its name to Global Team Blue Continue reading "WPP’s GTB installs a new leader, nine months after getting demoted by client Ford"

Deutsch gains Michelob Ultra global assignment as brew looks for international growth


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Interpublic’s Deutsch has picked up a key global marketing assignment for Michelob Ultra as the hot-selling U.S. brew expands internationally.

An Anheuser-Busch InBev spokeswoman confirmed that Deutsch “will be one of many agencies working on Ultra,” but declined further comment on the pitch. Several people familiar with the review, however, said Deutsch beat out FCB London and Gut, a new global  independent agency led by several former David executives. FCB Chicago remains Michelob Ultra’s U.S. agency. Deutsch had already been on AB InBev’s roster for Busch beer in the U.S., as well for a Budweiser global soccer marketing assignment. It handles AB InBev brands from its New York office. The Ultra assignment comes as the brewer attempts to replicate the brand’s U.S. success in other countries.  “Michelob Ultra has been the top [market] share gainer in the U.S. for the past four years, among the Continue reading "Deutsch gains Michelob Ultra global assignment as brew looks for international growth"

Beam Suntory hires a ‘President of Brands,’ eliminates CMO title


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Liquor marketer Beam Suntory is doing away with its chief marketing officer role in favor of a more powerful “president of brands” position that it will fill with Carlsberg executive Jessica Spence.

Spence is making the move to Chicago-based Beam Suntory after spending seven years at Carlsberg, most recently as the Denmark-based brewer’s executive VP and chief commercial officer.

Beam Suntory, whose brands include Jim Beam, Maker’s Mark, Hornitos tequila and Effen vodka, created the new role nearly 10 months after its global CMO, Rebecca Messina, left for the CMO job at Uber.  Messina left Uber earlier this month amid a corporate reorganization.  Beam Suntory described Spence’s duties as covering "end-to-end" oversight over global brand strategy, development and performance. Notably, she will get P&L responsibility over the company’s largest global brands, working alongside region presidents. (Messina did not have P&L responsibilities as CMO.) Spence’s duties include global innovation Continue reading "Beam Suntory hires a ‘President of Brands,’ eliminates CMO title"

How Bud Light will take advantage of the NFL’s newly loosened beer ad rules: Marketer’s Brief Podcast


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When the National Football League finally decided to lift its ban on active players appearing in beer ads, some of the biggest cheers came from Anheuser-Busch InBev. The brewer shells out millions of dollars to make Bud Light the league's official beer, but its marketing had been hamstrung by the restriction.

“It’s monumental for us,” says Nick Kelly, who heads up the brewer’s U.S. sports marketing. On the latest edition of Ad Age's Marketer's Brief podcast, Kelly explains how the brewer will take advantage of the league’s newly loosened policy. The update, which was made public last month, applies to official beer sponsors and takes effect this season. Beer will still be treated like a second-class citizen: Players in ads must be in uniform, not street clothes, and they cannot make direct product endorsements. Also, brands cannot conduct their own ad shoots of players; they must use images from Continue reading "How Bud Light will take advantage of the NFL’s newly loosened beer ad rules: Marketer’s Brief Podcast"

Sprite shelves ‘Obey Your Thirst’ after 25 years as it updates its hip-hop marketing


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Sprite—which has been putting rappers in its ads since Kurtis Blow starred in the 1980s—is making the most significant change to its hip-hop marketing strategy in 25 years.

The lemon-lime soda is shelving its “Obey Your Thirst” tagline, which debuted in 1994, for “Thirst for Yours.” But the update is about more than tweaking a few copy lines. New marketing will emphasize hip-hop’s growing role in a culture that extends way beyond music to include fashion, design and more. Hip-hop “used to be this subcategory and almost a niche. And now, it’s really a culture that impacts everything,” says Dipal Shah, director of integrated marketing content at Sprite, which is owned by Coca-Cola Co. “For us, it was really important as a brand to be respectful of that and also reflective of that.” The campaign—created by Sprite's agency of record, Wieden & Kennedy New York—includes a TV ad Continue reading "Sprite shelves ‘Obey Your Thirst’ after 25 years as it updates its hip-hop marketing"

Audi, Doritos do Sider-Man marketing and Ed Sheeran makes a ketchup ad: Marketer’s Brief


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Welcome to the latest edition of Marketer's Brief, a quick take on marketing news, moves and trends from Ad Age's reporters and editors. Send tips/suggestions to eschultz@adage.com.


The new Spider-Man movie won’t open for another two weeks, but the brand integrations are in full swing. Audi today released a digital video portraying Peter Parker at a school science fair. The spot, by M/H VCCP (formerly Muhtayzik Hoffer), plugs the automaker’s Audi e-tron GT concept car. Audi also struck a product placement deal with Sony Pictures Entertainment for the film, called “Spider-Man: Far From Home.” Scenes include the Audi A7, Audi Q8 and Audi e-tron SUV. “E-tron” is the moniker Audi is using for its new line-up of electric vehicles. The automaker’s electric push recently suffered a setback when it had to recall some of the e-tron SUVs because of a battery issue, which apparently even Spider-Man could not Continue reading "Audi, Doritos do Sider-Man marketing and Ed Sheeran makes a ketchup ad: Marketer’s Brief"

Bud Light brings back ‘Real Men of Genius’ with new twist for digital age


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Bud Light’s “Real Men of Genius” campaign--which set a new standard for funny radio ads--is being resurrected for the social media age.

The brew is rebranding the campaign “Internet Heroes of Genius” and running them exclusively on digital, including on streaming audio services Spotify and Pandora. Bud Light stuck to the same formula as the original award-winning campaign, which last ran in 2007 and paid homage to oddball jobs, like “Mr. Edible Underwear Inventor,” with laugh-out-loud copy lines. The new version has fun with gigs spawned by the rise of the digital media. For instance, one spot (above) pays sarcastic tribute to corporate social media managers. “Shakespeare, Tolstoy, Hemmingway–of history’s greatest writers, only you have mastered the brand voice of a Twitter account for almond milk,” states the voiceover, prompting the kicker, done in song: “Sassy, but not too mean.” Another spot highlights Snapchat lens creators. Listen to the other Continue reading "Bud Light brings back ‘Real Men of Genius’ with new twist for digital age"

WPP and iHeartMedia join forces to lure more audio branding business


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WPP is hooking up with IHeartMedia on a new partnership aimed at luring more audio business from marketers. The venture, called “Project Listen,” will offer creative consulting and media planning covering multiple platforms, including broadcast radio, digital streaming, podcasts, smart speakers and live events.

The two companies, which plan to announce the initiative today at Cannes, want to capitalize on the rising interest in audio advertising. The medium is enjoying a renaissance thanks to the surging popularity of podcasts and digital streaming. “Project Listen is about tapping into the scale of audio and moving from the traditionally transactional radio business to the future of audio advertising where insights and ideas lead the way to growth for brands,” iHeartMedia CEO Bob Pittman said in a statement. Consumers are listening to audio content for an average of 17 hours a week, according to new research from iHeartMedia. Ad spending in the U. Continue reading "WPP and iHeartMedia join forces to lure more audio branding business"

WPP and iHeartMedia join forces to lure more audio branding business


This post is by E.J. Schultz from Latest News - AdAge


Click here to view on the original site: Original Post




WPP is hooking up with IHeartMedia on a new partnership aimed at luring more audio business from marketers. The venture, called “Project Listen,” will offer creative consulting and media planning covering multiple platforms, including broadcast radio, digital streaming, podcasts, smart speakers and live events.

The two companies, which plan to announce the initiative today at Cannes, want to capitalize on the rising interest in audio advertising. The medium is enjoying a renaissance thanks to the surging popularity of podcasts and digital streaming. “Project Listen is about tapping into the scale of audio and moving from the traditionally transactional radio business to the future of audio advertising where insights and ideas lead the way to growth for brands,” iHeartMedia CEO Bob Pittman said in a statement. Consumers are listening to audio content for an average of 17 hours a week, according to new research from iHeartMedia. Ad spending in the U. Continue reading "WPP and iHeartMedia join forces to lure more audio branding business"

More and more brands are creating Lions of their own


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Like a lot of companies, McDonald’s will send a contingent to Cannes next week for the largest advertising awards show on the planet. But when it comes to judging marketing that actually sells hamburgers, its executives in many ways put greater stock in a competition that wrapped more than a month ago at a banquet hall in Chicago’s
Art Institute.
That is where McDonald’s conducted its first annual “Feel-Good Marketing Awards” ceremony, an internal program meant to incentivize and recognize marketing that works. With categories like “Best Idea Shamelessly Stolen”­—which honors work successfully shifted from one McDonald’s international market to another—the program has a practical bent that is missing at Cannes. The internal award winners have to show “some basic business results. It can’t be completely ineffective or completely trivial, which a lot of the Cannes work is in our view,” says Colin Mitchell, McDonald’s global brand VP.  The Continue reading "More and more brands are creating Lions of their own"

MillerCoors balks at an industry-wide beer campaign as it fights with AB InBev


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MillerCoors will sit out an industry-wide campaign meant to lift the sagging beer category, marking a new chapter in its fight with Anheuser-Busch InBev.

The brand-agnostic effort will begin this summer and include funding from Anheuser-Busch InBev and Corona owner Constellation Brands, according to a report today from beer trade publication Beer Marketer’s Insights. The Beer Institute, a trade group representing major brewers, announced the effort this morning at its annual meeting, the publication reported, noting that MillerCoors is sitting it out. “We love the concept. We are all for anything that can lift the category,” MillerCoors spokesman Adam Collins told Ad Age. But “we can’t re-engage on the campaign until Anheuser-Busch stops their category denigration campaign." Heineken USA is also staying on the sidelines for now, signaling that it won’t provide funding until all the major players are on board. “In principle, we support this initiative. Once everyone Continue reading "MillerCoors balks at an industry-wide beer campaign as it fights with AB InBev"

VW takes ‘progressive path’ with highly idealistic campaign–but where are the cars?


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Volkswagen’s newest ad pays very little attention to pitching its vehicles. Instead, the brand is selling environmentalism, acts of kindness and other ideals, even making a subtle suggestion that too many cars are a bad thing, leading to clogged highways.

The spot marks the beginning of VW’s “Drive Something Bigger than Yourself” campaign by Johannes Leonardo that will debut on TV today during the during Fox’s coverage of the Women’s World Cup game pitting the U.S. team against Thailand. The automaker set the stage for the highly idealistic campaign with an attention-grabbing spot that debuted last week featuring the Simon & Garfunkel classic “The Sound of Silence.” That ad, called “Hello Light,” attempts to spin VW’s four-year-old diesel emissions scandal into the impetus for the automaker’s aggressive move into electric vehicles. One of the new ads, called “Big Bigger,” juxtaposes scenes described as “big” with those called “bigger. Continue reading "VW takes ‘progressive path’ with highly idealistic campaign–but where are the cars?"

Volskwagen thumbs nose at crisis management convention with new ads


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The playbook for surviving a brand crisis usually goes like this: Apologize, wait out the storm, change the conversation. But with a new campaign, Volkswagen has upended conventional wisdom by digging up its diesel emissions scandal that erupted four years ago. It’s a risky move considering that the average car buyer has put the scandal in the rear-view mirror, evidenced by VW’s recent positive sales trends. The effort–which began earlier this week with an expensive TV spot that spins the crisis as the impetus for the automaker’s aggressive move into electric vehicles—has proven polarizing. Critics are questioning why the German brand would risk reigniting debate about a disaster that tarnished its long-held pro-environment positioning. But others are praising Volkswagen for taking a bold gamble in an era where brands typically play
things safe. Seeing the light
The spot, by VW’s new U.S. agency Johannes Leonardo, is backed by Simon Continue reading "Volskwagen thumbs nose at crisis management convention with new ads"

Volkswagen thumbs nose at crisis management convention with new ads


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The playbook for surviving a brand crisis usually goes like this: Apologize, wait out the storm, change the conversation. But with a new campaign, Volkswagen has upended conventional wisdom by digging up its diesel emissions scandal that erupted four years ago. It’s a risky move considering that the average car buyer has put the scandal in the rear-view mirror, evidenced by VW’s recent positive sales trends. The effort–which began earlier this week with an expensive TV spot that spins the crisis as the impetus for the automaker’s aggressive move into electric vehicles—has proven polarizing. Critics are questioning why the German brand would risk reigniting debate about a disaster that tarnished its long-held pro-environment positioning. But others are praising Volkswagen for taking a bold gamble in an era where brands typically play
things safe. Seeing the light
The spot, by VW’s new U.S. agency Johannes Leonardo, is backed by Simon Continue reading "Volkswagen thumbs nose at crisis management convention with new ads"