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Pond's Rejuveness Partners With Actress Jordana Brewster To Encourage Women To Go Beyond Their Age Limits

May 25, 2016: 12:00 AM EST
Society has put in place arbitrary age limits on what women can do, according to almost seven out of 10 of the 1,000 women surveyed by skincare brand Pond's. Nevertheless, 92 percent of women believe a woman can be too old or too young for certain activities, ranging from dating online to starting a family and changing careers. This inspired Pond's to partner with actress Jordana Brewster to launch the #AntiAgeLimits campaign for the company's Rejuveness line of moisturizers.
"Too Young? Too Old? POND'S® Rejuveness and Actress Jordana Brewster Inspire Women to Go Beyond Age Limits to Become Their Best Selves", PR Newswire, May 25, 2016, © PR Newswire Association LLC
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Online Retailers Need To Ensure Customers Have The Best Post-Purchase Experience

May 24, 2016: 12:00 AM EST
Online retailers need to focus on the post-purchase experience in order to retain customers. For example, beauty retailer Sephora's success is driven by its sustained efforts to connect a shopper's experience throughout the whole customer process across digital, mobile, and brick-and-mortar stores channels. Also, Sephora provides customers with branded delivery tracking page and updates on product recommendations, deals, and editorial content. There are four ways retailers can provide customers with the best post-purchase experience: continuing the conversation; providing shoppers with relevant, personalized information; turning a bad customer experience into an amazing experience; and creating an organizational environment that helps enhance a post-purchase experience.
Amit Sharma , "Online Retailers Should Care More About the Post-Purchase Experience", Harvard Business Review, May 24, 2016, © Harvard Business School Publishing
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Clorox Relaunches Matchmaker Game In Time For 2016 Season Of The Bachelorette

May 23, 2016: 12:00 AM EST
Clorox is relaunching Clorox Matchmaker, the company's Bachelorette-themed mobile matchmaking game as part of the entertainment application Viggle. After watching an advertisement, Viggle app users can view the lineup of men participating in the 2016 season of “The Bachelorette” TV dating game. Fans of the TV show can earn 1,000 Perk points by correctly guessing which men will join the hometown dates portion of the dating game. Also, Viggle users can cast their weekly votes for their favorite contestants.
Alex Samuely, "Clorox brings back second-screen engagement for Bachelorette mobile matchmaking game", Mobile Marketer, May 23, 2016, © Napean LLC
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P&G's Tide And Downy Laundry Care Brands Join Hands With Flywheel Sports To Welcome Summer

May 23, 2016: 12:00 AM EST
Procter & Gamble partnered with indoor cycling facility Flywheel Sports to launch the Tide + Downy Odor Defense Collection laundry care products. As part of the promotion, Flywheel Sports locations across the US will offer free riding classes sponsored by Tide and Downy. According to P&G, Tide + Downy Odor Defense Collection products, with Febreze cleaning power, are designed to remove dirt and odors from riding clothes and gear.
"Tide® and Downy® Ride into Summer with Flywheel Sports", Procter & Gamble, May 23, 2016, © Procter & Gamble
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My Black Is Beautiful Partners With Hairstylist Felicia Leathewood To Promote Natural Hairstyling

May 23, 2016: 12:00 AM EST
Procter & Gamble’s My Black is Beautiful community-building initiative partnered with celebrity natural hairstylist Felicia Leatherwood to launch the #hairtruth social media campaign. Uniting the company’s haircare brands, Pantene, Head & Shoulders, Herbal Essences, and Aussie, the campaign aims to promote the idea that “healthy hair is the truth.” Also, the campaign includes a series of online how-to videos that offer tips on hair maintenance and styling for African-American women.
"Healthy Hair is the Truth! My Black is Beautiful Partners with Felicia Leatherwood to Launch #hairtruth Campaign", Procter & Gamble, May 23, 2016, © Procter & Gamble
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Elizabeth Arden Launches Multi-Platform Digital Campaign

May 19, 2016: 12:00 AM EST
Prestige beauty brand Elizabeth Arden launched “From the Desk of Liz Arden,” a multi-platform digital marketing campaign. Designed to pay homage to the entrepreneurial and inspirational voice of the brand's founder, the campaign will feature celebrities, including Chelsea Handler, Iris Apfel, and Mia Moretti. Also, the campaign will use a lineup of social media influencers to represent individuality and celebrate women who create their own path to success.
"Elizabeth Arden Introduces New Signature Digital Campaign", PR Newswire, May 19, 2016, © PR Newswire Association LLC
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Dove Launches Love Story Film That Also Sells Deodorants

May 18, 2016: 12:00 AM EST
Unilever's deodorant brand Dove launched a film advertisement that features a character named Louisa and her love story. Created by advertising agency Ogilvy & Mather and directed by O Positive's Peyton Wilson, the film tells the story of Louisa and how she met her crush.
Ann-Christine Diaz, "This Unbelievable Love Story Is a Deodorant Ad", Creativity Online, May 18, 2016, © Crain Communications
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Rexona Launches Interactive Marketing Campaign; Joins Electric Run 2016 In Malaysia

May 17, 2016: 12:00 AM EST
Unilever’s Rexona deodorant brand partnered with Mindshare LIFE+ to launch an interactive marketing campaign during the Electric Run 2016 event in Malaysia. With Rexona as the event’s official Freshmoves partner, the event saw participants wearing wearable devices and ambient motion sensors. Every Freshmove made by the participants helped raise RM 100,000 for disability charities in the country.
"Rexona uses wearables in latest campaign", Marketing-Interactive, May 17, 2016, © Marketing-Interactive.com
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Kose Singapore Launches Campaign To Promote New Herbal Gel Product

May 17, 2016: 12:00 AM EST
Kose Singapore launched Wake Up Beautiful, a digital campaign aimed at promoting its new Herbal Gel product. Created by Hakuhodo Asia, the campaign encourages consumers to upload their customized portraits to a microsite. Users may also go in-store to get their pre-registered samples and are instructed to access the main Kose page for more information about the product, including reviews and beauty tips and tricks.
Vivienne Tay, "LOOK Kose’s interactive digital photo campaign", Marketing Interactive, May 17, 2016, © Marketing-Interactive.com, a product of Lighthouse Independent Media
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Swiffer Joins Home Design Expert Jonathan Scott To Launch Campaign

May 17, 2016: 12:00 AM EST
Procter & Gamble’s household care brand Swiffer partnered with home design expert and TV program “Property Brothers” host Jonathan Scott to launch a campaign aimed at people moving in to a new house. To mark the campaign’s launch, Scott hosted a “Clean Slate” workshop in New York City, during which he also introduced his video, “Jonathan Scott’s 5 Tips for a Clean Slate When Moving Into a New House.” During the event, Scott also shared some tips on maintaining a clean house, including the importance of developing good cleanliness habits, kitchen management, and dealing with impact of moving on house floors.
"Home Design Expert Jonathan Scott Joins Swiffer and Mr. Clean to Celebrate Movers and The Clean Slate That Comes with a New Home", Procter & Gamble, May 17, 2016, © Procter & Gamble
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L'Oreal USA Continues Support For One Hundred Black Women's Role Model Program

May 16, 2016: 12:00 AM EST
L'Oreal USA continued its support for the New York Coalition of One Hundred Black Women's annual Role Model Program by hosting 10 high school and 28 college students at its NYC headquarters during the 2016 spring break. In 1999, the company's initial grant enabled the organization to expand the Role Model program to Brooklyn and Queens. As part of the program, students participate in a series of professional and personal development workshops designed to let them see for themselves the realities of the workplace.
"L’Oréal and One Hundred Black Women offer advice and encouragement to students", North Dallas Gazette, May 16, 2016, © North Dallas Gazette
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Shiseido's YouTube Video Wins Gold Pencil Award At The One Show

May 16, 2016: 12:00 AM EST
Shiseido's online video advertisement, "High School Girl?," won a Gold Pencil award in the Branded Entertainment category at the 2016 The One Show. Launched by The One Club, a nonprofit organization established in 1975, The One Show is considered one of the three most important awards events in the advertising industry, along with the Cannes Lions International Festival of Creativity and the CLIO Awards. According to Shiseido, the video, which was released exclusively on YouTube on October 16, 2015, aimed to highlight the fun of makeup to young people.
"Shiseido’s Online Video Ad “High School Girl?” Wins Gold Pencil at “THE ONE SHOW”", Shiseido, May 16, 2016, © Shiseido Co. Ltd.
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Old Spice Launches Mobile Website For Runners Who Draw Map Figures With Routes

May 12, 2016: 12:00 AM EST
Old Spice launched a mobile website designed for runners who like mapping their running routes. Created by the brand and agency Wieden + Kennedy, the website was built to promote Old Spice’s Hardest Working Collection of bodywash and deodorants for men. Users may upload the resulting shape of their mapped running routes, with lucky runners receiving gifts that somehow resemble the shape of the submitted routes.
David Griner, "Old Spice Offers to Turn Your Run Maps Into (Questionably) Fabulous Prizes ", Adweek , May 12, 2016, © Adweek
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Unilever Sri Lanka Wins Top Honors And Set Records At Effie Awards 2015

May 11, 2016: 12:00 AM EST
Unilever Sri Lanka won the Marketer of the Year award for the second consecutive year at the Effie Awards 2015. Unilever was also the first company to win two Golds in the country. Marmite’s Mealtime Magic campaign and Knorr’s Seven Ways of Dhal campaign won the Golds. Held in Sri Lanka in partnership with the Sri Lanka Institute of Marketing since 2008, the Effie Awards recognize effective marketing communications in 42 countries and six regions.
"Unilever Sri Lanka bags ‘Marketer of the Year’", Colombo Gazette, May 11, 2016, © Colombo Gazette
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Saks Fifth Avenue Adds 360-Degree VR Video To Glam Gardens Campaign

May 9, 2016: 12:00 AM EST
Saks Fifth Avenue launched the “Glam Gardens 2016: The Secret Garden,” a 360-degree virtual reality video supporting the department store chain’s 2016 Glam Gardens campaign. According to the company, the VR video is designed to provide consumers who are unable to personally experience the marketing initiative a chance to experience the beauty brands offered by the retailer. Now on its second year, the campaign comes with the theme “The Secret Garden.” It is presented by Mastercard and will integrate multichannel platforms, including a blog, store window displays, and digital experiences, such as Snapchat geofilters.
Jen King, "Saks’ Glam Gardens blossom in virtual reality-enabled film", Luxury Daily, May 09, 2016, © Napean LLC
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Syoss Offers Zurich Consumers Chance To Experience Carwash-Like Haircare Service

May 9, 2016: 12:00 AM EST
Henkel's Swiss haircare brand Syoss created publicity for itself by putting up a hair-washing facility that looked like a car wash in Zurich's main railway station. Participating consumers had to sit in a chair that was moving through a set of rails, with their washed, dried, and styled in different stages of the facility. Created by Jung von Matt's Limmatt office, the publicity activity ran for two days.
Alexandra Jardine, "Haircare Brand Syoss Sets Up a 'Car Wash' for Hair in Zurich", creativity-online, May 09, 2016, © Crain Communications
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Procter & Gamble Launches 2016 Mother's Day Video Campaign For Ariel Laundry Detergent Brand In Southeast Asia

May 9, 2016: 12:00 AM EST
Procter & Gamble launched a Mother’s Day video campaign for its Ariel/Dynamo brand of laundry detergents in Southeast Asia. Created by Saatchi & Saatchi Singapore, the video is running in Singapore, Malaysia, Vietnam, and Philippines, where it aims to remind consumers to appreciate their mothers. P&G is still to launch globally a campaign first launched in India aimed at encouraging men to share in doing housework.
"Love notes: Ariel SEA mum's-day story is sweet, but also limited", Campaign Asia , May 09, 2016, © Haymarket Media Ltd.
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GSK Uses Shock Ads To Promote Corsodyl Mouthwash

May 9, 2016: 12:00 AM EST
GlaxoSmithKline launched a marketing campaign for its Corsodyl mouthwash brand featuring a woman who loses her teeth. Many social media users have posted complaints against the TV advertisement, which is part of GSK’s campaign that aims to shock. Previous campaigns for Corsodyl, which contains the antibacterial agent chlorhexidine digluconate, also used shock tactics. So far, there are already 20 complaints against the campaign being reviewed by the Advertising Standards Authority.
Claire Bates , "Corsodyl: How an unnerving ad campaign works", BBC, May 09, 2016, © BBC
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Cottonelle Teams Up With Giuliana Rancic To Urge Americans To Go Commando

May 4, 2016: 12:00 AM EST
Kimberly-Clark’s Cottonelle brand of personal care paper products partnered with working mother and bestselling author Giuliana Rancic for the Go Commando campaign. Launched in 2015, the campaign encourages consumers to go commando by using Cottonelle CleanRipple Texture bathroom tissue. Rancic offers the following tips on how to feel clean and confident when working out at the gym: use hair ties and bobby pins to keep hair in place while working out and always stay chic.
"Giuliana Rancic Empowers Women to Test Their Confidence and Go Commando with Cottonelle Brand CleanRipple Texture", Kimberly-Clark, May 04, 2016, © KCWW
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Procter & Gamble Enlists Help Of Comic Character To Sell Detergents And Promote Gender Equality In India

May 3, 2016: 12:00 AM EST
Procter & Gamble drafted popular children's comic character Shikari Shambu to launch the #ShareTheLoad campaign for its Ariel Matic brand of laundry detergents in India. In the May 2016 issue of the Tinkle magazine, the comic character will be depicted helping his wife with household chores. According to the company, the campaign aims to promote “laundry equality” among children, encouraging them to learn about the values of gender equality early in life.
"P&G's Ariel gets Tinkle's Shikari Shambu to #ShareTheLoad", afaqs! , May 03, 2016, © afaqs!
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Method Products Launches Digital Campaign Urging People To Make A Mess

April 29, 2016: 12:00 AM EST
Method Products launched a $12 million digital marketing campaign that encourages people to make messes, confident that natural products can help them clean up. Created in partnership with Muhtayzik/Hoffer and digital media agency Essence, the campaign will feature videos showing people intentionally making messes, such as using a leaf blower on a birthday cake and throwing fruit into a fan. Method's campaign follows Seventh Generation's $15 million TV and digital campaign.
Jack Neff, "See the Spots: Method Makes a Pretty Mess to Back Its Products", Advertising Age, April 29, 2016, © Crain Communications
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Persil Launches Campaign With Stop-Frame Video Featuring Dirt Monsters

April 29, 2016: 12:00 AM EST
Household care brand Persil partnered with animation studio Aardman to create the “Monster Stains” video campaign. Using a color palette from 28 common household stains, a team of 10 artists created a 60-second stop-frame animation. Highlighting the brand's tagline “Dirt Is Good,” the video follows the story of two animated monsters “overcoming their fears and getting dirty in the process.”
Tony Connelly, "Persil gets creative with stains in stop-frame animation film", The Drum, April 29, 2016, © Carnyx Group Ltd
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Dove Launches Interactive Outdoor Campaign In Times Square

April 29, 2016: 12:00 AM EST
Unilever's personal care brand Dove introduced in Times Square a digital billboard that reacts to changes in the weather. Created by Havas Helia, the interactive outdoor campaign promotes the brand's body wash. Also, the campaign seeks to raise awareness of the brand in a relevant way, the company said.
Jessica Goodfellow, "Dove experiments with weather sensitive billboard in ‘April Showers’ campaign", The Drum, April 29, 2016, © Carnyx Group Ltd
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Head & Shoulders Launches Scalp Brave Advertising Campaign

April 29, 2016: 12:00 AM EST
Procter & Gamble's haircare brand Head & Shoulders partnered with advertising agency Saatchi & Saatchi London to launch the “Scalp Brave” campaign. Aimed at encouraging people to be bold, brave, and celebrate the confidence that the brand provides consumers, the campaign's main idea focuses on a different perspective on what a healthy scalp can look like, the company said. Also, the campaign's print component features Rob The Original, an artist and barber who has become an internet celebrity.
"Head & Shoulders enables you to be ‘Scalp Brave’", Saatchi & Saatchi, April 29, 2016, © Saatchi & Saatchi
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HUL Launches Campaign For Surf Excel Detergent In India

April 29, 2016: 12:00 AM EST
Hindustan Unilever launched a video advertisement for its Surf Excel detergent brand. Created by advertising agency Lowe Lintas, the advertisement is part of the company’s “Dirt is Good” global campaign, or “Daag Acche Hain” in India. Highlighting the virtues of generosity and compassion, the film narrates the story of a mother supporting her son’s passion for football. As part of the campaign, the company created the “Ready For Life” microsite.
Ashee Sharma , "Surf Excel attempts tearjerker; launches ad film #ReadyForLife", afaqs!, April 29, 2016, © afaqs!
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Bounty Joins Olympic Gold Medalist Allyson Felix To Launch Campaign

April 28, 2016: 12:00 AM EST
Procter & Gamble’s paper towel brand Bounty partnered with Olympic gold medalist and track-and-field athlete Allyson Felix to launch the Quicker Picker Upper campaign. As part of the campaign, Bounty will host the Quicker Picker Upper games in New York City, with participants having the chance to compete virtually against Felix via green screen. Participants can also try to beat the clock and join track-themed activities related to messes and spills. Games in places outside New York City will also be announced closer to summer.
"Olympic Sprinter and Gold Medalist Allyson Felix and Bounty Encourage Americans to Join Team Quicker Picker Upper", Procter & Gamble, April 28, 2016, © Procter & Gamble
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Dreft Enlists Reality TV Celebrity Couple As Brand Endorser

April 28, 2016: 12:00 AM EST
Procter & Gamble’s baby laundry detergent brand Dreft signed reality TV celebrity couple Sean and Catherine Lowe as brand ambassadors. As part of the “Journey of #Amazinghood” campaign, Dreft hosted the “Loads of Love” baby shower in New York City for the couple who are expecting their first baby. In 2015, Dreft released a new line of products designed for the different stages of babyhood, from pregnancy to toddlerhood and beyond, to help the couple and other families manage their laundry needs as baby grows and develops.
"Dreft Celebrates Reality TV Couple and Expectant Parents, Sean and Catherine Lowe's, "Journey of #Amazinghood" with Year-Long Partnership and Unforgettable Baby Shower", Procter & Gamble, April 28, 2016, © Procter & Gamble
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Axe Terminates Puerto Rico Campaign Described As Immature And Out Of Step With Brand's New Direction

April 28, 2016: 12:00 AM EST
Unilever’s male grooming brand Axe terminated the “Sexy Beast” advertising campaign in Puerto Rico the company described as not compatible with the brand’s new direction. Developed by agency DDB Puerto Rico, the campaign featured a survey aimed at women, asking respondents about the qualities of their ideal man. Magazine Adweek’s AdFreak blog criticized the campaign for dealing in “regressive, simplistic notions of male-female relationships.”
"Axe Kills 'Sexy Beast' Campaign, Calling It Out of Step With Its 'Progressive' New Direction ", Tim Nudd, April 28, 2016, © Adweek
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PepsiMoji Campaign Expands For The Summer

April 26, 2016: 12:00 AM EST
PepsiCo is expanding its PepsiMoji campaign for this summer to take advantage of the fact that emojis have become “a truly universal language” useful for keeping the brand active on smartphones. The campaign will comprise a hundred five-second TV ads, an interactive Times Square billboard, and a half billion PepsiMoji bottles of Pepsi, Diet Pepsi and Pepsi MAX. The company has created hundreds of proprietary emoji characters applying themes like food, sports, travel, and music. The idea is to spark surprising Pepsi-related conversations and “shareable moments,” the company said.
"Pepsi Unveils All New Emoji Collection So Fans Can #SayItWithPepsi", News release, PepsiCo, April 26, 2016, © PepsiCo
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Revlon Enlists Model Nana Afua Antwi As Brand Ambassador

April 25, 2016: 12:00 AM EST
Beauty brand Revlon signed UK-based fashion model Nana Afua Antwi as its new brand ambassador. To be featured in the Revlon advertising campaign for 2016, the model will also headline the brand’s international campaign. Born in Ghana, she has blazed a path for other models of color following her, having appeared as the face for Swedish skincare brand FOREO.
Eki Ogunbor, "Stunning Ghanaian Model Nana Afua Antwi is the New Face for Revlon", Bella Naija, April 25, 2016, © Bella Naija
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Unilever Launches Campaign Featuring Demo Wash For Sunlight Detergent In Nigeria

April 22, 2016: 12:00 AM EST
Unilever’s Sunlight laundry care brand launched a marketing campaign for its Sunlight 2-in-1 detergent in Nigeria. Featuring demonstration washing events in Lagos and Abuja, the campaign involved consumers and celebrities. According to the company, the events aimed to help consumers experience the improved fragrance and cleaning capabilities of the detergent.
"Sunlight 2-in-1: Unilever Organises Demo Wash to Woo Consumers ", Nigeria Today, April 22, 2016, © Nigeria Today
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Listerine Launches Marketing Campaign In Several Markets In Asia

April 22, 2016: 12:00 AM EST
Johnson & Johnson’s Listerine brand of mouthwash launched a campaign in several markets in Asia. Created in partnership with J. Walter Thompson, the campaign claims Listerine users are more adventurous than people who do not use the product. According to the company, the campaign’s message was based on the results of “The Study of Bold” consumer survey, which showed Listerine users “live bolder lives.”
"Want to live a bold life? Use Listerine.", Marketing Interactive, April 22, 2016, © Marketing Interactive
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HUL's Surf Excel Laundry Brand Seeks To Help Indian Moms Teach Kids About Values

April 22, 2016: 12:00 AM EST
Hindustan Unilever Limited’s Surf Excel laundry brand launched the Ready For Life campaign, which aims to help mothers in the city teach their children about important values. Demands of modern life have seen parents struggling to ensure spending quality time with their children, with many worrying about not doing enough to help their children have a sound value system. By seeking to partner with city mothers, the brand aims to show the importance of teaching values through experiences and parents setting an example for their children.
Mansi Goda, "Surf Excel will help city parents impart values to their kids", DNA India, April 22, 2016, © Diligent Media Corporation Ltd.
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Mobile Grabs 35 Percent Of Online Advertising In 2015, Report Shows

April 22, 2016: 12:00 AM EST
Mobile advertising accounted for 35 percent of $59.6 billion in online advertising revenue in the United States, according to the Interactive Advertising Bureau. Data from the company’s Internet Advertising Revenue Report revealed mobile advertising revenue grew 66.1 percent to $20.68 billion in 2015, compared with $12.45 billion in 2014. Advertising on social media platforms grew 55.7 percent to $10.9 billion, compared with $7.0 billion in 2014, exceeding BIA/Kelsey’s 2011 forecast of $8.3 billion in revenue for 2015.
Tracy Maple, "U.S. mobile advertising grows 66% in 2015", Internet Retailer, April 22, 2016, © Vertical Web Media
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Dove Hair Wants Women To Feel Good About Their Hair

April 21, 2016: 12:00 AM EST
Unilever’s haircare brand Dove Hair said only 11 percent of women love everything about their hair enough not to change anything about it. Results of the study commissioned by the company revealed 86 percent of women in the United States believe media and society put a lot of pressure on women to have hair that looks a certain way. According to 81 percent of women, the hair featured in advertisements and in the media makes women feel about the hair they have. To address this issue, Dove Hair announced the #LoveYourHair campaign and video, which seeks to encourage women to feel good and proud of their hair.
"Dove Hair Calls for an Expanded View of ‘Beautiful Hair’", MultiVu/ PR Newswire, April 21, 2016, © MultiVu
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L'Oreal Launches #LoveMyColor Campaign Aimed At Empowering African-American Women

April 21, 2016: 12:00 AM EST
L’Oreal’s Dark and Lovely haircare and styling brand launched #LoveMyColor, a campaign aimed at empowering African-American women and promoting the company’s Fade Resist Rich Conditioning Color product. Seeking to give women a platform to embrace their beauty, the campaign also highlights women’s colorful personalities, which make them who they are, the company said. Also, the campaign features real-life “Hair Dyeries,” which calls on consumers to share personal testimonies about things that make them feel powerful, unique, and confident.
"Dark and Lovely's #LoveMyColor Campaign Empowers Women to Celebrate Their Diversity and Individuality", PR Newswire, April 21, 2016, © PR Newswire Association LLC
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Tide Launches Advertising Campaign Calling On Parents To Keep Tide Pods Safely Away From Kids' Reach

April 20, 2016: 12:00 AM EST
Procter & Gamble’s laundry care brand Tide launched a campaign aimed at helping reduce accidental access of laundry packets by young children. Also, the company is updating the package design of its Tide Pods laundry detergent with a Child-Guard zipper in May 2016. Launching on April 20, 2016, the advertising campaign highlights how accidents in the home can happen in an instant and calls on parents to keep laundry packets safely away from children’s reach.
"Tide® Debuts New Ad Campaign Urging Parents to Keep Tide® Pods™ “Up, Closed and Safe” and Redesigns Tide Pods Package with a New Child-Guard™ Zipper", Procter & Gamble, April 20, 2016, © Procter & Gamble
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Unilever Spends 24 Percent Of Ad Budget On Digital Media

April 20, 2016: 12:00 AM EST
Unilever spent 24 percent of its total advertising budget on digital media in the first quarter of 2016, compared with 20 percent in the same quarter in 2015. In digitally advanced markets, such as the United States and China, that number goes up to almost 50 percent. Unilever, the second-biggest spender on advertising in the world, after rival Procter & Gamble, spent $8.3 billion on advertising in 2014, according to AdAge.
"Unilever now spends quarter of ad budget on digital", Net Imperative, April 20, 2016, © Digital Strategy Consulting Ltd.
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Unilever Joins Hispanicize 2016 Campaign For Latino Newsmakers

April 20, 2016: 12:00 AM EST
Unilever joined the lineup of official sponsors of Hispanicize 2016, a campaign aimed at highlighting Latino trendsetters and newsmakers in the United States. Corporate sponsors of the event support the Tu Twist and #100PorCientoTu programs. Unilever’s personal care brands offered an intimate VIP experience with the campaign, in celebration of Latinos’ individuality and self-expression.
"Unilever U.S. Celebrates Latino Trendsetters and Newsmakers at Hispanicize 2016", MultiVu/ PR Newswire , April 20, 2016, © MultiVu
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L'Oreal Mexico Launches Campaign Focusing On Colorblind Men Who See Red For The First Time

April 19, 2016: 12:00 AM EST
L’Oreal launched in Mexico a marketing campaign, which features a digital video depicting colorblind men seeing their partners wearing red lipstick for the first time. Created by advertising agency McCann Mexico, the video campaign is based on the insight that one in 12 men cannot see the color red due to color blindness. Using a pair of special eyeglasses with Enchroma technology, the men were able to see red for the first time.
Tanya Dua, "L’Oréal lets colorblind men see red for the first time", Digiday, April 19, 2016, © Digiday
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Unilever Launches Social Media Campaign To Promote Sunlight Detergent In Nigeria

April 15, 2016: 12:00 AM EST
Unilever unveiled the #BurstofFreshness social media campaign to promote the launch of the new improved Sunlight Detergent laundry care product in Nigeria. Online influencers and bloggers joined fans of the brand on the Instagram and Twitter platforms. Featuring an improved fragrance and cleaning power, Sunlight Detergent offers freshness and makes doing the laundry more enjoyable, the company said.
"Sunlight Detergent behind trending #BurstofFreshness Hashtag", Bella Naija, April 15, 2016, © Bella Naija
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Omo Launches Campaign Promoting Real-Play Activities For Children In Australia

April 14, 2016: 12:00 AM EST
Unilever’s laundry detergent brand Omo launched the Real Play Experiment marketing campaign in Australia. Focused on a YouTube video featuring parents who were filmed watching their children at a weekend football match, the campaign encourages parents to let children play in the mud and not be afraid of getting dirty. According to Unilever Laundry and Homecare marketing director Paul Connell, the campaign highlights the “dirt is good” message, which encourages children to engage in real play activities.
"Omo launches real play experiment", Adnews, April 14, 2016, © Adnews
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Kao Launches Biore UV Protection Campaign In Singapore

April 12, 2016: 12:00 AM EST
Kao Singapore launched the “Biore UV Perfect Spray” marketing campaign in the country. Created in collaboration with Hakuhodo Singapore and IPG Mediabrands, the campaign aims to promote awareness of and educate commuters about the damaging effects of exposure to the sun’s ultraviolet ray. Running across both print and OOH platforms, the campaign features three creatives based on the UVI reading, with levels 0–2 reflecting a low reading and featuring a blue visual ad; readings 3–7 reflecting a moderate-to-high reading and displaying a yellow visual ad; and UVI 8 and above calling for alert with a red visual ad.
Rezwana Manjur, "Kao Singapore finds creative ways to promote sunscreen", Marketing Interactive, April 12, 2016, © Marketing-Interactive.com. Lighthouse Independent Media Pte Ltd
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Gillette Launches Perfect Isn't Pretty Olympic Campaign

April 12, 2016: 12:00 AM EST
Male grooming brand Gillette launched Perfect Isn’t Pretty, its latest Olympics-related marketing campaign. Featuring several athletes, including Brazilian football player Neymar Jr., American decathlon athlete Ashton Eaton, and Chinese freestyle swimmer Ning Zetao, the campaign focuses on the training and hard work the sportsmen go through to prepare for the games. As part of the campaign, the athletes focus on what it takes to represent their respective countries in the Olympic Games. Also, the campaign highlights Gillette as a brand that promises and works to deliver the best for 800 million men each day, the company said.
"Gillette Unveils “Perfect Isn’t Pretty” Campaign in Lead up to Rio 2016 Olympic Games, Honoring the Rigorous Journey Athletes Face to Achieve Olympic Dreams", Procter & Gamble, April 12, 2016, © Procter & Gamble
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Seventh Generation Launches Marketing Campaign Featuring Actress Maya Rudolph

April 11, 2016: 12:00 AM EST
Seventh Generation partnered with actress and comedienne Maya Rudolph to launch “Come Clean,” its largest marketing campaign ever. Described by the company as one of a kind, the campaign focuses on redefining what “clean” means to consumers. Enlisting Rudolph’s unique sense of humor, the campaign highlights the company’s portfolio of household and baby care products, including the brands Free & Clear Natural Laundry Detergent, Natural Dish Liquid, and Free & Clear Diapers.
"Seventh Generation Launches "Come Clean" Integrated Marketing Campaign Featuring Maya Rudolph", Seventh Generation, April 11, 2016, © Seventh Generation, Inc.
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Unilever's Axe Brand Faces Plagiarism Charges With Latest Online Video Campaign

April 11, 2016: 12:00 AM EST
Unilever’s male deodorant brand Axe is being accused by Reddit users of using their content for a recent advertising campaign without their permission and without giving them credit. In March 2016, Axe launched “Shower Thoughts,” an online video series produced by Defy Media and Mindshare Entertainment. Reddit user Sleepy_time_wit_taco has claimed that the video, which depicts a man in the shower, reflecting on why he is being criticized for being short, includes a sentence copied from a previous post on the social media platform.
Lara O'Reilly, "Deodorant brand AXE is being accused of stealing content from Reddit for an ad", Business Insider, April 11, 2016, © Business Insider Inc.
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Secret Launches Campaign Highlighting Women's Stressful Situations And Calls For Equal Pay

April 11, 2016: 12:00 AM EST
Procter & Gamble’s Secret deodorant brand for women launched a new campaign created by advertising agency Wieden & Kennedy. Highlighting a timely point about women and equal pay, the campaign depicts stressful situations and highlights the brand as being “stress-tested for women.” One of the videos feature a woman asking her boss for a raise, while another ad shows a woman sending a test message to say “I love you” and waiting for the recipient’s reply.
Alexandra Jardine, "Secret Makes a Point About Equal Pay in Ads About Staying Fresh", Creativity Online, April 11, 2016, © Crain Communications
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L'Oreal Paris Finds Success With WeChat's Marketing Program; Offers Lessons For Other Beauty Brands

April 8, 2016: 12:00 AM EST
L’Oreal Paris’ success with WeChat’s advertising program shows how other beauty brands can use the social media platform to expand their reach and improve engagement with consumers. According to L2’s Insight Report: WeChat, the brand doubled its WeChat fan base and engagement in just 15 days. L’Oreal Paris recruited actress Fan Bingbing to invite users to follow the brand’s WeChat account using a personal voice message.
Elisabeth Rosen, "WeChat Advertising Lessons from L’Oréal Paris", L2 Daily, April 08, 2016, © L2 Inc
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SK-II Launches Advertorial Video Focusing On Single Women In China

April 8, 2016: 12:00 AM EST
Procter & Gamble’s beauty brand SK-II launched “Marriage Market Takeover,” a video advertisement highlighting the social conditions of single women who are older than 27 years in China. Called “sheng nu” or “leftover women,” single women who are 28 years and older face heavy pressures from society, including their family, in China. According to SK-II president Markus Strobel, the campaign is part of the brand’s efforts to inspire and empower women to determine their destiny.
Heather Chen , "Emotional advert about China's 'leftover women' goes viral", BBC , April 08, 2016, © BBC
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Aldi's Campaign In Australia Opens Up Company To Copyright Headaches

April 7, 2016: 12:00 AM EST
Discount retailer Aldi’s “Like Brands. Only Cheaper” campaign in Australia could make the company liable for copyright infringement under the country’s copyright law, according to an investigation by AdNews. Developed by Aldi and its ad agency BMF, the campaign compares non-Aldi brands with the retailer’s own-label versions. Australia’s copyright law includes a provision that prohibits reproduction in print of a copyrighted artistic work in a comparative advertising without prior consent from the copyright owner.
Nicola Riches, "Aldi's brand campaign threatened by copyright issues", Adnews, April 07, 2016, © Adnews
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