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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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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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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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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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RB Says Will Stop Using Consumer Reports Ratings In Advertising

April 6, 2016: 12:00 AM EST
RB, also known as Reckitt Benckiser, agreed to stop citing its “Best Buy” rating by the “Consumer Reports” magazine in advertising for the Finish Powerball brand of dishwashing detergent. RB’s move was in response to a probe by the National Advertising Division of the Council of Better Business Bureaus. According to a statement released by the NAD, RB said it will stop including in its advertising copy the results of the magazine’s tests on the product.
Jack Neff, "RB Agrees to Stop Using Reference to Consumer Reports Ratings", Advertising Age, April 06, 2016, © Crain Communications
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Vaseline Plans To Launch Digital Campaign To Support Launch Of Vaseline Lip Therapy In North America

April 6, 2016: 12:00 AM EST
Vaseline plans to launch in North America a digital campaign for its Vaseline Lip Therapy product. Developed by The Via Agency, the campaign was previously used in the UK last winter. Featuring large clay lips, the campaign saw the involvement of Unilever R&D and legal in the creative process.
Jack Neff, "See the Spot: Why Vaseline Chose Lips of Clay to Make a Point", Advertising Age, April 06, 2016, © Crain Communications
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J&J's Listerine Brand Launches Global Marketing Campaign

April 5, 2016: 12:00 AM EST
Johnson & Johnson’s Listerine mouthwash brand launched “Bring Out the Bold,” a global marketing campaign in more than 80 countries. Starting on April 4, 2016, the campaign highlights the idea that people who use Listerine products most are more adventurous than those who do not. Developed by WPP’s J. Walter Thompson agency, the global campaign is targeted at consumers in the United States, China, Brazil, and India, and will be launched in more countries in the coming weeks.
Jack Neff, "Listerine Looks to Become a Lifestyle Brand", Advertising Age, April 05, 2016, © Crain Communications
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Carbon Digital Creates Campaign Videos For Unilever Home Care Brands

March 31, 2016: 12:00 AM EST
Carbon Digital produced digital advertising films for Unilever’s Cif Sprays and Comfort Fabric conditioner brands. Also, the video and visual effects agency won a contract to develop and campaign for a new Unilever Home Care brand and technology platform to be launched in early 2017. According to the company, the videos will be part of a planned international marketing campaign.
"Carbon Digital works with Unilever on new briefs", Carbon Digital, March 31, 2016, © Carbon Digital
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Lush Turns Potential PR Disaster Into Gold

March 30, 2016: 12:00 AM EST
Cosmetics company Lush has turned reports of beans in its Wiccy Magic Muscles massage bar sprouting in showers and sinkholes into positive PR. Social media stories about the massage bar, which contains organic aduki beans and natural butters, first began appearing near the end of 2015. Consumer reaction to the sprouting seeds ranged from concerns over finding green shoots in showers to delight and reassurance about the authenticity of Lush’s organic claims.
Simon Pitman, "Lush turns sprouting massage bars into PR win", Cosmetics Design , March 30, 2016, © William Reed Business Media SAS
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Shiseido Grabs Gold Award For Online Video Ad At ADFEST 2016 In Thailand

March 28, 2016: 12:00 AM EST
Shiseido’s online video advertisement, “High School Girl? – The Secret Of High School Girls,” won the gold award in the film category at the 2016 Asia Pacific Advertising Festival held in Pattaya, Thailand. Released only on YouTube on October 16, 2015, the video aims to highlight the fun of applying makeup for young people. Directed by Show Yanagisawa, the online video has earned more than 9.18 million views on YouTube since its release.
"Shiseido's Online Video Ad Wins Gold Award at ADFEST 2016, the Largest Advertising Festival in Asia", Shiseido, March 28, 2016, © Shiseido Co.,Ltd.
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Axe Launches Video Campaign For Blck Body Wash Line Of Men's Body Washes

March 24, 2016: 12:00 AM EST
Men’s grooming brand Axe launched the Axe Shower Thoughts campaign for the Axe Black Body Wash line of body washes in the United States. Each video from the campaign highlights how the shower, combined with the calming fragrance of the body wash, becomes a place where men can unwind, recharge, and reconnect with their true selves, the company said. According to the brand, a survey it commissioned revealed 91 percent of men said the shower helps them feel calmer and more relaxed, helping them to come up with original and creative ideas. Axe said the videos are available online through its YouTube.com/AXE channel.
"AXE® Celebrates Creativity with “Shower Thoughts” Video Series", MultiVu, March 24, 2016, © MultiVu
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Sephora Employs Worldline Electronic Payments System For Sephora Flash Smart Stores

March 24, 2016: 12:00 AM EST
Sephora partnered with electronic payments and transactions company Worldline to launch its Sephora Flash smart beauty store. On October 21, 2015, Sephora opened its first Sephora Flash store in Paris, a retail concept that combines seamlessly brick-and-mortar stores and online shopping. Using an off-the-shelf near field communication, or NFC, card and a physical basket, customers can shop among 3,500 products on display at Sephora Flash stores. Also, customers using their handsets or tablets can browse Sephora’s online catalogue featuring 14,000 products.
"Sephora selects Worldline to launch “Sephora Flash”, a new connected store concept", Worldline , March 24, 2016, © Worldline
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Pantene Pro-V Partners With Singer Ellie Goulding To Launch Campaign

March 21, 2016: 12:00 AM EST
Procter & Gamble’s Pantene Pro-V haircare brand partnered with singer and songwriter Ellie Goulding to launch the “Strong is Beautiful” campaign. Highlighting the importance of being strong, the campaign also focuses on how Pantene Pro-V haircare products help create beautiful hair by making it strong from the inside. According to the brand, each wash with Pantene Pro-V shampoo and conditioner strengthens hair to withstand daily damage with Anti-Oxidant Damage Blocker Technology, the Histidine ingredient, and advanced conditioning technology that strengthens hair fiber against surface damage.
"Ellie Goulding Launches #StrongIsBeautiful with Pantene Pro-V", Business Wire, March 21, 2016, © Business Wire
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Surf Launches Tongue-In-Cheek Online Video Promoting Line Of Fragrant Laundry Care Products

March 15, 2016: 12:00 AM EST
Unilever’s laundry care brand Surf revealed its latest online video promoting the Surf Sensations product line. Part of the campaign created by advertising agency HeyHuman, the video, produced by London:DC, is a parody of Dior’s TV commercial for the J’Adore perfume featuring actress Charlize Theron.
Katie Deighton, "Surf parodies Dior perfume ad in latest online video", The Drum, March 15, 2016, © Carnyx Group Ltd
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Dove Partners With Twitter For Second Phase Of Positive-Image Campaign For Girls

March 12, 2016: 12:00 AM EST
Beauty brand Dove partnered with social media company Twitter to launch a tool that determines the most commonly used body-related words and when negative tweets occur during the day. Part of the partners' #SpeakBeautiful campaign, the tool was launched at the South by Southwest Interactive event. Using the tool, people can retweet a post on Dove's Twitter account using the hashtag. Dove automatically reswponds to the tweet with a link to a custom microsite.
Lauren Johnson, "Dove and Twitter Built a Tool to Measure How Positive or Negative Your Tweets Are ", Adweek, March 12, 2016, © Adweek.com
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L'Oreal Plans To Launch WOW Campaign In Malaysia

March 11, 2016: 12:00 AM EST
L’Oreal Paris used Facebook Live Video to give local consumers a preview of its 2016 Women of Worth campaign in Malaysia. Aimed at inspiring ordinary women, the campaign features six successful women thought leaders and their journey. L’Oreal Paris through the campaign created by digital agency Lion & Lion plans to offer real-time social content.
"L’Oréal Paris looks to WOW Malaysian women", Marketing Interactive, March 11, 2016, © Marketing-Interactive.com. Lighthouse Independent Media Pte Ltd.
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GSK Launches Campaign For Corsodyl Oral Care Brand

March 10, 2016: 12:00 AM EST
GSK launched a £7.2-million multimedia marketing campaign for the Corsodyl oral care brand. Highlighting the brand’s “healthy gums” message about how to prevent and treat gum disease, the campaign includes TV and cinema ads. Also, the campaign will include experiential, print, and digital components.
Lisa Riley, "GSK gives Corsodyl a record £7.2m spend", The Grocer, March 10, 2016, © William Reed Business Media Ltd.
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L'Oreal Awards Brazil Performance Marketing Account To Accenture Interactive

March 8, 2016: 12:00 AM EST
L’Oreal appointed Accenture as its performance marketing agency in Brazil. Covering all of the company’s brands and divisions, the account will be handled by Accenture Digital’s Accenture Interactive unit. Part of the agency’s responsibilities will be managing and optimizing search engine marketing, search engine optimization, and digital marketing analytics in the market.
"Accenture Interactive Appointed as Performance Marketing Agency for L’Oréal in Brazil", Accenture , March 08, 2016, © Accenture
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Burt's Bees Secures Lea Michele's Support For Campaign To Bring Back Bees

March 8, 2016: 12:00 AM EST
Burt’s Bees partnered with actress Lea Michele to launch #BringBackTheBees, a campaign aimed at seeding 1 billion wildflowers to help reverse the decline in bee population worldwide. Spearheaded by the Burt’s Bees Greater Good Foundation, the campaign will donate 1,000 wildflower seeds for every purchase of the Pink Grapefruit, Wild Cherry, and Coconut and Pear variants of the brand’s lip balms. According to the company, the scents would not exist without bee pollination.
Danica Lo , "Lea Michele’s Skin-care Secrets Include Bees and Balm", Women's Wear Daily, March 08, 2016, © Fairchild Publishing, LLC
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Unilever Launches Campaign Aimed At U.S. Hispanics

March 3, 2016: 12:00 AM EST
Unilever launched the #100PorCientoTu campaign in the United States. Aimed at promoting self-expression and individuality among U.S. Hispanics, the campaign, through the company’s personal care brands, has partnered with celebrity stylist Leonardo Rocco, celebrity groomer Marcos “Reggae” Smith, model and influencer Denise Bidot, and other influencers to provide beauty and styling tips. Also, the campaign is sponsoring Latin music concerts across the country in recognition of music as a source of inspiration for Latino’s style and self-expression.
"Unilever U.S. Celebrates Latino Self-Expression with New Campaign: #100PorCientoTu", PR Newswire, March 03, 2016, © PR Newswire Association LLC
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Neutrogena Launches First Global Campaign To Inspire Women To Pursue Dreams

February 24, 2016: 12:00 AM EST
Beauty brand Neutrogena launched the “Neutrogena. See What’s Possible” global campaign. Featuring brand ambassador and creative consultant Kerry Washington, the campaign will highlight women’s shared value of pursuing their dreams. Also, the campaign will feature brand ambassadors Jennifer Garner and Julie Bowen and beauty vloggers from seven countries encouraging women to go ahead and pursue their dreams.
"First Global Campaign from Neutrogena® Inspires Women to Chase Their Dreams", PR Newswire, February 24, 2016, © Johnson & Johnson Consumer Inc.
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New Pepsi Package-Based Campaign Features Emojis

February 19, 2016: 12:00 AM EST
Pepsi is about to expand its emoji cans and bottles campaign, which began in Russia, Canada, and Thailand in 2015, to more than a hundred markets this year, including the U.S. There will be 70 global and locally designed “PepsiMojis” printed on cans, bottles, and cups, according to the company. CEO Indra Nooyi told analysts at a recent conference that the emojis – sort of an image-based language – will allow people to “say it with a Pepsi.” The company is supporting the program with digital and traditional advertising, and plans to extend the emojis beyond packaging. It has partnered with a fashion designer to create PepsiMoji-inspired sunglasses.
E.J. Schultz et al., "Pepsi Preps Global Emoji Can and Bottle Campaign", Advertising Age, February 19, 2016, © Crain Communications
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Garnier India Names Contract Advertising Unit Digital Media Agency

February 18, 2016: 12:00 AM EST
Garnier India awarded its digital and social media account to iContract, the digital media agency of Contract Advertising. As part of its mandate, iContract will handle development of digital strategy, brand campaigns, social media management, and influencer relationships for the company’s brand lineup. Products covered by the deal include hair care, styling, facial care, and hair color.
"iContract to handle Garnier India's digital and social media duties", ET Brand Equity, February 18, 2016, © ETBrandEquity.com
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SC Johnson Launches Glade Fresh Citrus Blossoms Line Of Air Fresheners

February 11, 2016: 12:00 AM EST
SC Johnson launched the Glade Fresh Citrus Blossoms fragrance collection. To support the product launch, the company announced a contest with a free trip to Sorrento, Italy, as the main prize. According to the company, the product line is the first air care collection with a 100-percent disclosure of fragrance ingredients.
"To Celebrate the Launch of its New Fragrance Collection, SC Johnson is Offering an Italian Getaway", SC Johnson, February 11, 2016, © S. C. Johnson & Son, Inc.
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Axe Joins Lineup Of Advertisers For 2016 Super Bowl

January 28, 2016: 12:00 AM EST
Unilever’s Axe brand of men’s fragrances said it plans to launch its “Find Your Magic” marketing campaign during the 2016 Super Bowl. As part of the campaign, the brand is calling on consumers to share their ideas about masculinity. Created by 72andSunny Amsterdam, the “Find Your Magic” TV commercial highlights some of the ways men express themselves.
"AXE® RETURNS TO THE SUPER BOWL AND ASKS: WHO NEEDS SOME OTHER THING, WHEN YOU’VE GOT _________?", MultiVu, January 28, 2016, © MultiVu
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L'Oreal Names Indian Actress Katrina Kaif As Local Brand Ambassador

January 28, 2016: 12:00 AM EST
L’Oreal signed Bollywood actress Katrina Kaif as brand ambassador in India. Kaif joins fellow celebrities Aishwarya Rai Bachchan, Sonam Kapoor, and Frieda Pinto as brand representatives in the country. L’Oreal’s recruitment of celebrities as brand representatives shows that celebrity endorsement remains an effective marketing technique in the country.
Lucy Whitehouse , "L'Oréal cashing in on Bollywood brand reps", Cosmetics Design , January 28, 2016, © William Reed Business Media SAS
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Unilever Spends 24 Percent Of Ad Budget On Digital Marketing In 2015

January 28, 2016: 12:00 AM EST
Unilever’s spending on digital media marketing grew to 24 percent of its global advertising budget in 2015, according to the company’s chief marketing and communications officer Keith Weed. In 2014, the company spent 20 percent of its total advertising budget on digital media. In digitally advanced markets, such as the United States and China, the company spends almost 50 percent of its advertising budget on digital platforms. Unilever, which recently announced its move to “zero-based budgeting” for its marketing, is the second-biggest spender on advertising worldwide, behind its rival Procter & Gamble, according to Adbrands.net.
Lara O'Reilly, "Almost a quarter of Unilever's $8 billion ad budget is now spent on digital", Business Insider, January 28, 2016, © Business Insider Inc.
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Old Spice Launches Twitter Campaign With Future Selves Asking Consumers' Questions

January 27, 2016: 12:00 AM EST
Procter & Gamble’s men’s grooming brand Old Spice launched a social media campaign on Twitter. Created by Wieden + Kennedy, the Twitter campaign began with a post asking consumers what they would like to ask their future self. Consumers who replied to the tweet received an answer from a Twitter account created by the brand for their “future selves.”
Tim Nudd, "Old Spice Is Opening Futuristic Twitter Accounts for Some of Its Fans' Future Selves ", Adweek, January 27, 2016, © Adweek
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HUL Raises Advertising And Marketing Spend For Quarter Ending December 31, 2015

January 27, 2016: 12:00 AM EST
Hindustan Unilever Limited increased its spending on marketing and advertising in the third quarter of 2016, which ended on December 31, 2015, to Rs 1,137.79 crore. Equal to 14.3 percent of the company’s total income from operations, the amount was 16.4 percent higher compared with Rs 977.12 crore, 12.6 percent of TIO, from the previous year. In the previous quarter HUL’s advertising and sales promotion was at its highest in terms of value and percentage of TIO at Rs 1,145.04 crore and 14.4 percent, respectively, for a 15-quarter period.
Tarachand Wanvari , "HUL Q3-2016: YoY marketing spends up 16.4%", Indiantelevision.com, January 27, 2016, © Indiantelevision.com
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Covergirl Signs Zendaya As Brand Ambassador

January 21, 2016: 12:00 AM EST
Procter & Gamble’s Covergirl brand signed actress and singer Zendaya as its new brand ambassador. Known for her versatile approach to styling, Zendaya is also a role model for girls and women who want to distinctly stand out. Covergirl’s first advertisement featuring Zendaya will launch during the 58th Grammy Awards to be aired on CBS on February 15, 2016.
"Zendaya joins the COVERGIRL squad", Procter & Gamble, January 21, 2016, © Procter & Gamble
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Generation Z: Call Them The “Tech-Kids”

January 21, 2016: 12:00 AM EST
Americans born between 1995 and 2012 – known variously as Generation Z, iGen, or Centennials – are already having a major impact on social media, technology, shared services, retail, and employment. According to the Center for Generational Kinetics, employers, marketers, managers, and parents need to know a few key facts about Gen z so they can communicate effectively with them. The kids of Generation Z, for example, are: keenly aware of how social media affect them, and their self-esteem; heavy users of Vine, Instagram and Twitter; extremely likely to compare prices and choices online; significantly less concerned about their privacy when using technologies; and likely to talk on their phone at any occasion or event, but not at work.
"National Gen Z Study Provides Snapshot into Future Technology Usage", News release, white paper, The Center for Generational Kinetics, January 21, 2016, © The Center for Generational Kinetics
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Dove Men+Care Launches Campaign Highlighting Different Kind Of Masculinity

January 19, 2016: 12:00 AM EST
Dove Men+Care launched its Real Strength Highlight Reels marketing campaign for the 2016 NFL playoff season. Created in partnership with Carson Palmer and Jordy Nelson, the campaign aims to highlight a different kind of masculinity. Also, the campaign includes videos featuring NFL players and their achievements outside the football field.
"Dove Men+Care Hijacks Traditional Sports Highlight Reels To Showcase the Caring Side of Athletes", MultiVu, January 19, 2016, © MultiVu
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Mix Of Paper Versus Mobile Retail Coupons Shifts

January 19, 2016: 12:00 AM EST
Kantar Media’s report on the use of freestanding advertising inserts (FSI) by the top ten U.S. retailers – who account for 81 percent of such advertising – finds Walmart remains the heaviest user, even though it has trimmed pages by a third. In second place was Target, which cut its FSI pages by 25 percent, while Walgreens was third, with a 38.4 percent decrease. The declines in paper couponing may be due to increased use of mobile coupons. Nearly 45 percent of U.S. companies will use mobile coupons this year. Meanwhile, Dollar General and CVS increased their FSI pages.
"Down by a Third, Wal-Mart Still Distributes Most Freestanding Inserts", eMarketer, January 19, 2016, © eMarketer Inc
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Will Coke’s New Advertising Them Reverse Bleak Sales Trend?

January 18, 2016: 12:00 AM EST
Coca-Cola is launching an ad campaign with a new theme – “Taste the Feeling” – in hopes of revving up sales in an era of anti-sugary drink hoopla. The ten-year slide in soda consumption continues: Coke’s sales rose only one percent in the first nine months of 2015. New ads will feature the refreshing taste of Coke and relate stories about special Coke-centered moments in life. The challenge for the company is to somehow counter the flood of criticism that ties sugary sodas to some major health woes, including obesity, diabetes and tooth decay. Coca-Cola says the criticism is unfair because soda drinking makes up only a small part of peoples’ diets.
Mike Esterl et al., "Coke Looks to Get Pop From New Ad Campaign", The Wall Street Journal, January 18, 2016, © Dow Jones & Company, Inc.
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Shiseido Shifts Marketing Focus; Aims At Women In Their 30s

January 14, 2016: 12:00 AM EST
Japan-based beauty brand Shiseido revamped its marketing strategy to focus on women in their 30s. Established 144 years ago, Shiseido is one of the industry’s oldest and most established brands, selling its products in 88 markets. Its previous advertising campaigns highlighted the fair Asian face; however, its latest efforts seek to reach out to women of different nationalities and ethnic backgrounds.
Gladys Chung, "Shiseido's new look embraces ethnic diversity", The Straits Times, January 14, 2016, © Singapore Press Holdings Ltd.
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Axe Adds Non-Heterosexual Elements To Latest Marketing Campaign

January 13, 2016: 12:00 AM EST
Men’s grooming brand Axe launched a marketing campaign created with 72andSunny. In a clear departure from its macho-man approach to pushing its products, the brand’s new campaign includes videos showing men attracted to other men. Although the brand retains some if its “heterosexual chase” marketing tendencies, it is doing so in a “less macho way.”
Jack Neff, "Axe Adds Guy-Chases-Guy Scenes to Its New Take on Masculinity", Advertising Age, January 13, 2016, © Crain Communications
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Ad Age Presents Marketing Predictions For 2016

January 12, 2016: 12:00 AM EST
Several marketing predictions are presented by the Ad Age magazine for 2016. Restaurants are expected to continue offering value bundles, as consumers prefer to get bargains even when treating themselves. Department stores are forecast to enter into business deals with retail partners to share sales risk and improve chances of success. In order to better compete with online rival Amazon, Walmart is expected to expand its ShippingPass delivery service.
"Ad Age's Marketing Predictions 2016", Advertising Age, January 12, 2016, © Crain Communications
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Thai Company Withdraws Video Ad Promoting Skin-Whitening Pill In Thailand

January 8, 2016: 12:00 AM EST
Seoul Secret withdrew its video advertisement for the Snowz brand of skin-whitening pill in Thailand following a public outcry. Thai viewers were offended by the ad showing a local actress in blackface, with the ad claiming that “You just need to be white to win.” Seoul Secret also published an apology on its Facebook page. Data from the Global Industry Analysts, Inc. revealed the Asia-Pacific region ranked is the largest market in the world for skin-whitening products, with worldwide market for such products forecast to grow to $23 billion by 2020.
Katie Rogers, "‘Skin Whitener’ Ad Sparks Criticism in Thailand", The New York Times , January 08, 2016, © The New York Times Company
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L'Oreal Paris Names Susan Sarandon Brand Ambassador For Age Perfect Line

January 8, 2016: 12:00 AM EST
L’Oreal Paris named actress Susan Sarandon as international brand ambassador of its Age Perfect line of skincare and hair color products. After launching her movie career at age 20, the 69-year-old actress has espoused various social and political causes. She is also known for her positive attitude toward aging.
Jennifer Weil , "Susan Sarandon Signs on as L’Oréal Paris Ambassador", Women's Wear Daily, January 08, 2016, © Fairchild Fashion Media
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L'Oreal Paris Launches Social Media Campaign In Time For 2016 Golden Globes

January 6, 2016: 12:00 AM EST
Beauty brand L’Oreal Paris launched the #WorthSaying social media campaign. Part of the company’s leveraging of its broadcast sponsorship of the 2016 Golden Globes, the campaign will feature female celebrities talking about their work, careers, and other important topics. Also, the campaign aims to encourage women to share words they believe are “truly worth saying.” Celebrities Julianne Moore, Karlie Kloss, Eva Longoria, and other brand ambassadors will also participate in the campaign.
"L'Oreal Paris Launches #Worthsaying", MultiVu/ PR Newswire, January 06, 2016, © MultiVu
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Getting To Know – And Sell To – The Tech-Savvy Z Generation

December 31, 2015: 12:00 AM EST
Euromonitor already has a handle on the next consumer generational wave, those 1.3 billion kids between 11 and 20 years old. Dubbed Generation Z, the oldest have more money to spend, so retailers and brand marketers should start getting to know them. Basically, these digital natives who never knew a time without a high-speed Internet, smartphones or tablets, are well-connected and expect immediate access to their hearts’ desires “through as many channels and as few clicks as possible.” They use a lot of apps and live publicly on social media websites. They are very aware of the connection between brands and personal identity. Marketing successfully to the Gen Z crowd requires, at the very least, expertise in omnichannel retailing and perfect “integration of all channels flawlessly.”
Michelle Malison, "How Retailers and Brands Should Prepare for Generation Z", Blog, Euromonitor International, December 31, 2015, © Euromonitor
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Costco Beats Rivals With Shopper And Staff Loyalty

December 14, 2015: 12:00 AM EST
Costco’s same-store sales have steadily increased during the past six consecutive years, driving revenue up from $76 billion to $114 billion. By building a loyal customer base, the operator of hundreds of members-only warehouses has seen a record-level 91 percent renewals of its $55 annual memberships, Costco has outperformed other big-box and department store retailers. With a company average wage of $22 per hour, Costco’s compensation puts those of its rivals to shame and keeps turnover low and enhances employee productivity. Also, by early 2016, Costco will transfer its credit card program from American Express to Visa.
John Kell , "Costco's Ability to Attract Loyal Shoppers Is Beating the Competition", Fortune, December 14, 2015, © Time Inc.
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OxiClean Launches Ad Campaign Starring High School Football Team

December 14, 2015: 12:00 AM EST
Church & Dwight’s OxiClean laundry detergent brand launched an advertising campaign featuring the Franklin County High School Flyers football team. Included in the campaign is a 30-second commercial, titled “Pride,” featuring the team’s equipment manager, Sam Brough, and the senior quarterback, Barrett Sanderson. Appearing across national media, the ads will also be seen on social media channels.
Larissa Faw, "OxiClean: Official Stain Remover Of The Franklin County Flyers", MediaPost, December 14, 2015, © MediaPost Communications
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