Gatorade uses Muhammad Ali’s memorable and motivating quote as the strapline for this new television spot that showcases a package redesign for their G2 low calorie product line.
Why do I like this ad? Because it get backs to what Gatorade is best at showing, and that is showing athletes using Gatorade at the height of their athletic achievements and prowess. When I was growing up I always saw the old Gatorade ads with famous sports stars in their shining moments. It was aspirational. I’m glad Gatorade is returning back to this image in 2010. Last year, Gatorade tried to tell us what “G” meant over a soft piano loop and a Lil Wayne voice over.
Gatorade even included America's favorite masked dance crew, The Jabbawockeez in their ads in, attempt to appeal to more than just your traditional athlete.
At the same time Gatorade made “What’s G” the center of their messaging last year, sales started to fall as volume dropped by 18% in the first half of 2009, according to Ad Age. There is no doubt that Gatorade is hoping that the new product face lift and campaign will help them regain lost market share in a sports drink category that they invented.
In addition to the package redesign, look for two new products from Gatorade this year as well. In the same Ad Age article mentioned above, it was reported that a new 4 ounce ‘energy boost’ type product called Prime will be in stores in 2010. Another new product you can expect from Gatorade, which is intriguing to me, is Recover, a 16.9 ounce drink that will include 16 grams of whey protein. Gatorade definitely has an opportunity to compete with Muscle Milk with this new protein drink. Protein drinks are huge among young guys right now, and Gatorade is obviously a name people trust, so it will be interesting to see if people will give it a shot over the popular protein boosting beverage.
I for one, will be looking to try this new Gatorade Recover, once I get back in the gym after taking some 6 months off. BU Fit Rec here I come!
Jimmy Winkelmann, creator of The South Butt clothing brand could be getting into a legal battle with North Face due to the fact that both logo’s have similar characteristics. The South Butt was started for people that didn’t want to wear North Face because it is a brand name and the price. It’s made around the idea of staying comfortable, relaxed, and always being yourself. Since North Face has taken action The South Butt now has a disclaimer on it’s website saying that it does not want to confuse you with the North Face brand, and goes on to say that if you are unable to discern the difference between a face and a butt, they encourage you to buy North Face products. You can check out The South Butt website here. Hopefully a legal battle will not be the outcome and I wish The South Butt much success in the future.
Several years ago, AOL was the dominant internet provider in the U.S. Back in the late ’90’s to 2000-2002, if you got a new computer, AOL was probably your gateway to the internet. They were huge.
Today, AOL is struggling to remain relevant. In the past few years, they’ve lost millions of subscribers, propelling the company in a steady decline. I still use their AIM service, and many of my friends do too, but beyond that, nobody really uses AOL for anything.
So, instead of abandoning hope altogether, AOL has decided to go through a rebrand, something that many brands like to do in an attempt to get back on track. To do this, they enlisted the help of Wolff Olins, the same agency who created the logo for the London 2012 Olympics. Yeah, the one that nobody seems to like (I haven’t talked to anyone who likes it, if you have let me know). Will their latest effort for AOL, will it help the brand become relevant again? Or will it make everyone go, WTF?! like with the Olympic logo?
Take a look at the preview for AOL’s new corporate identity below and judge for yourself.
That’s only a preview. The official launch, according to Creative Review, will take place on December 10th. I’m looking forward to what else is in store for the new Aol. In order for them to be successful again, they need to offer us more than just a new corporate identity.
A lot of millennials like me were introduced to the internet through Aol. We grew up with it, and the brand is still important to us, and I think a lot of us remember that, so if Aol can do something to reel us back in, then they might have a chance, because “Aol” displayed against various backgrounds just isn’t enough.
Guinness, a brand known by everyone for their memorable advertising, enters a new era today with their new campaign. In the new campaign, the old tagline, ” Good Things Come To Those Who Wait” has been scrapped, and is replaced with “Bring It To Life.” The new commercial is still very “Guinness” like. The only thing different is the tagline, which the commercial expresses quite well while still remaining true to the essence of Guinness that we all know and love.
What’s the reason for the new tagline? Well when you think about it, the whole idea behind Good Things Come To Those Who Wait, is that you have to wait a little while longer for your beer to be poured at the pub. “Bring it to life” encompasses drinking the beverages at the pub, and at home, something the old tagline didn’t quite express.
The “Gone Google” campaign that started in the U.S. is now going global. If you were in Boston, or other major cities this summer, you may have noticed a Going Google billboard near a high traffic area such as an airport or major highway that changed daily. The billboards told the stories of companies who have Gone Google, by switching to Gmail, Google Docs, or other various Google Apps to make business more efficient.
According to this article in CNET news, over 2 milion businesses and 20 million people have started using Google Apps. Those statistics are HUGE. The proof is in the pudding. More and more people and companies are starting to use Google to make their lives and businesses run more smoothly.
The video below shows examples of how the campaign will be executed.
Google is supporting the global advertising effort through social media as well. On the GoogleAtWork Twitter page, people can tweet about the benefits of using Google with the hashtag #gonegoogle.
In short, this campaign shows how many Google success stories there are. It’s a great way to get people engaged and has the capability to build massive brand loyalty.
Over the past year Dunkin Donuts has centered their advertising focus, like many other companies, around saving money. As a long-time Bostonian, I’ll admit my guilty pleasure of adding on a .99 cent hash brown or wake-up wrap to my daily order of a regular, medium iced-coffee on my daily commute to work this past summer. In a way, I exemplify the consumer Dunkin is trying to target here. I’m usually running a little late on my way to work each morning, so I need something quick and conveneint, and some something cheap(because let’s be serious, I’m a college student, and I try to save money any way I can). It may not be the most healthy breakfast choice, but those bagels, wake up wraps and hash browns get the job done.
Notice how I just said Dunkin’s food isn’t the healthiest choice. Dunkin’s probably realized this, so in this ad they use the the evil, sugary cereals stuck in “Dan’s” cabinet as a stark contrast to their own food offerings. It’s not the focus of the spot, but the “health” messaging is still there. I found this to be interesting. Hill Holiday tackled 2 factors that consumers are highly conscious of: price and nutrition/real food.
It’s been a busy week for me. Interning full time makes it hard for a part time blogger like myself to keep you updated with posts. I’m trying here, people. This post goes out to that little Chihuahua, Gidget who sadly passed away today. Rest in peace. I’ll miss you. And I know Taco Bell will miss you. An AdFreak article mentioned that Taco Bell sales actually fell a little during this memorable campaign, but I say it’s a 10x better than this latest effort by Taco Bell. What were they thinking? Leave the funny hip hop and music spoofs to SNL and the Lonely Island crew.
Back to back Nike posts. Why not? This one is much more different and comprehensive than the last though, so take a ride through it with me.
Nike Sportswear is currently celebrating their classic, Air Max 1 running sneaker by releasing it as the Air Maxim. The Air Max 1 is dubbed by Nike as: The Icon of Innovation. As I researched information to write this post, I found a lot of differences in how the Air Max 1 brand is being marketed in the U.S. and other parts of the world.
After a look at the U.S. version of the site dedicated to the shoe, you’ll find some cool stuff, including a flashback poster(shown above), a visual exploration into the evolution of the Air Max 1 into the new Air Maxim, and some in your face pictures of the shoe and supporting copy. All in all, this is a straightforward website. Nothing extraordinary, but still cool.
Now check out the 2 videos that show how the sneaker is being marketed overseas. They get much closer to the brand essence of the classic Air Max 1 than the campaign here in the U.S. does. You see some smooth stop motion visual effects, good music, and good art. Basically, the effort is far more creative. You’ll see.
The first difference to take away is that there is a structured campaign built around the IAM1 Journey. IAM1 breaks down into: I am Air Max. AM=Air Max. I know, probably clear, but still worth pointing out. IAM1 is about the shoe being an expression of one’s style and personality, or swagger, for lack of a better word. The folks behind the Nike Sportswear brand in Europe decided that a great way to depict the idea of individuality, style, art, and culture (all qualites and words that Nike prides itself on as a brand) is to team up with artists, directors, and musicians from 5 different cities in Europe.
The IAM1 Journey in Amsterdam that takes you through the cities creative hotspots is just 1 stop along the the 5 part I AM journey in Europe. If you can navigate your way through this Nike Sportwear site(it’s in a different language), you can take a look at some of the other cities journey’s. All of them are really cool.
I say that some American artists need to hit up the people in charge of the Nike shop in the U.S. with some fresh ideas for marketing the release of the Air Maxim–something more similar to the Big Idea of what’s going on around Europe. Immediatley. Us kids will appreciate it. And we’ll buy your new sneaker. Maybe, if we can find jobs.
Phew. I feel like I just threw a lot of content at you right there. Hope you enjoyed it.
For more on the people who helped produced the IAM1 campaign, go here, and here.
The #1 differentiating factor the Zune HD, Microsoft’s new threat to the iPhone, is a an HDMI connection that allows for streaming video to your HDTV. It also sports HD FM radio, Wi-Fi connectivity, and a built in accelerometer. Based on the video below, this gadget looks pretty cool. It’ll be interesting to see how Microsoft translates all of the cool features into a marketing campaign that actually works.
The concept of this ad featuring Bulls Rookie of the Year Derrick Rose comes from FreeDarko, a collection of basketball writers who wrote and designed the amazing Macrophenomenal Pro Basketball Almanac.FreeDarko also runs a highly in-depth and conceptual NBA blog that provides league analysis like I’ve never seen.
I’m guessing this full-length spot is running online right now and a shorter version will make its way to the small screen soon. I’m liking what Adidas has done so far with the Basketball is a Brotherhood campaign. Instead of trying to be like Nike, Adidas is going a little left-field with this concept which I think will pay off for them. The illustration and voice over are both on point. Click “Read More” to see the spot featuring Dwight “Superman” Howard. Agency credits go to : 180LA (180/TBWA). Read the rest of this entry »
Several years ago, AOL was the dominant internet provider in the U.S. Back in the late ’90’s to 2000-2002, if you got a new computer, AOL was probably your gateway to the internet. They were huge.
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