Barbie gets a brand makeover

This is a fascinating article about the updates to the Barbie brand. Barbie is a prime example of how a successful brand can create multiple subrands causing confusion and a lack of cohesion. I look forward to seeing the updated packaging and marketing surrounding the ONE Barbie logo and pantone color. Everyone should be able to call out the Barbie logo and to immediately identify that PMS 219 equals Barbie. It may seem minor to some, but consistency is key.

Snapple - you can learn from this. (reference to my previous post about Snapple having multiple logos on their various products)

Jet Blue lands in a parking garage

[Source: springwise.com]

I love creative marketing and I think JetBlue did just that with a recent out-of-home strategy. With the help of Carspaze, JetBlue transformed a section of a parking garage into a whole new experience. The creative features a huge billboard for JetBlue and tops it off with runway lines and clever messaging. I think it is refreshing and creative to bring out of home marketing into a typically dark and depressing venue. I would love to see car manufacturers take advantage of these new ad placements.

Not sure that car manufactures will listen to me, but I suggest utilizing this as a model to "pimp out" a few parking spaces for your customers. For instance, BMW should have a BMW owner section that showcases the look and feel of the brand and creates a feeling of being a VIP. Obviously you can't actually reserve the spaces for BMW drivers, but it would be interesting to see how disruptive and impactful the marketing would be. It not only brings awareness to non-BMW customers of their commitment to customer service, but it also makes BMW customers feel that much more important and a part of the family building more brand loyalty.

Just a thought for all you car makers out there. It is a tough economy and customer satisfaction and loyalty is one of the only things keeping you afloat. If you do decide to use my idea I'll be expecting a thank you card with a big check in the mail shortly.

Let me know your thoughts.

Drugstores makeover their beauty department

The economy has truly changed the way people shop for everything. So, when drugstores noticed that women still want their premium beauty products, but at a lower price they ramped up their strategy. CVS and Walgreens have both redesigned their in-store experience by creating a destination for beauty.

CVS transformed their beauty department into a spa-like boutique. In addition to selling beauty supplies in select stores they are also offering spa services such as facials and manicures. The new boutique is attached to the drugstore through a breezeway offering a separate entrance. The objective of the new boutique would be a destination for those who want department quality product and experience.

Walgreens has a similar strategy, but instead of building a boutique onto the original store they are updating the current beauty section within a few of their stores. The new beauty department features a bright and spacious layout that has a similar feeling as the department store makeup counter.

Both stores plan to roll out these new concepts to more stores this year. Although the idea of updating their beauty department is definitely a good idea, especially with the focus on updating the shopping experience, I'm not sure they will reach the consumer they are hoping for. People shop drugstores for quick shopping solutions. To create a boutique atmosphere you are inviting the customer to spend longer in the department, which should increase sales. Although this is no doubt the objective, these drug stores need to do a great deal of brand positioning to inform consumers of their updated shopping experience. They should truly leverage the more welcoming in-store experience and rely heavily on word of mouth. I'm looking forward to seeing the activation in a store to judge for myself. If any of you have seen one of these test stores I would love to post photos. [Chicago Tribune]

Attack on Target

Piggy-backing on the success of the I am a Mac, I am a PC ads by Apple Walmart decided to attack their biggest competitor, Target. The only problem with the ad is their lack of creativity. The reason the Mac ads are successful is because they are funny, people can relate to them, and they are creative. The Walmart ads are a lame attempt to be clever. There are so many things that set Walmart apart from Target and it should be those things that they should be leveraging in their marketing.

The funny thing about the first add is if you read the copy in the blue section without reading the red it reads: Walmart - Don't Buy It. I'm thinking that isn't the message Walmart had planned on. They should really think twice about what they say if they continue with this campaign.

Overall, very disappointing... but another reason for me to dislike Walmart.

A new way to look at a brand logo

Sorry it has been awhile, but things have been crazy since I got back from Paris. I have much to blog about, but can't seem to find the time. In the meantime I thought I would share an interesting article about brand logos and how the changes of typography make a huge impact on the overall impression of a brand. Take a look...

Au Paris

I will be vacationing in Paris for the next week, so the blogging will be at a minimum. I will definitely keep my eyes open for any interesting and blog worthy events or marketing promotions, but I can't promise anything.

Check back on May 26th

Window Ads

This economy has left several vacant retail spaces in prime locations. Instead of taking a loss every month without rent landlords are renting out the windows for advertisement. Companies are taking advantage of the the economic climate to further build their brands. This is a great way to bring billboards to eye level to really interact with the market. It is very unexpected and very creative especially by going beyond a banner hanging in a window. These ads include building decals and 2D artwork. Plus, it makes gloomy and depressing vacant retail space look more vibrant and inviting. Brilliant! [source: New York Times]

BMW Z4 Masterpiece

[source: CarType]

The "Expressions of Joy" campaign launched this week by BMW features a football size painting by the newly designed 2010 Z4 Roadster. This elaborate marketing strategy includes print, online, video, and mobile efforts. Inspired by the Art Car exhibit, a traveling exhibit that features famour artists who utilize BMW cars as their canvas, this new strategy utilizes the Z4 as the brush to a masterpiece.

The campaign utilizes the expertise of artist Robin Rhode and Filmmaker Jake Scott and began with an art installation at Grand Central Station in New York City. Scott documented Rhodes creating the art with paint dispensers on the back of the wheels of the Z4 and created a short film. This documentary aired on Saturday on Discovery HD. Footage was also captured for online viral videos. The artwork created will also be featured in out-of-home and print campaigns to help launch the new Z4.



This marketing campaign is ellaborate and creative. It stems from existing arts partnerships and collaborations which assists in its success. BMW didn't just do one component of the strategy, instead they blew it out to encompass several marketing outlets. If the campaign was strictly out-of-home or strictly viral it wouldn't have been as successful. BMW's marketing is always well thoughtout and executed. The campaign is on-brand and truely brings attention to the newly designed Z4. It also brings more attention to BMW's collaboration and dedication to the promotion of art and design. [source: MarketingDaily]



Check out the viral marketing as well.

Gap and Havaianas unite in NYC

To kickoff the partnership with my favorite flip flop brand Havaianas, GAP utilized their flagship store in Manhattan to create a mini pop-up store between April 30th and June 13th. I'm calling it a mini pop-up store because GAP has a small space attached to their flagship store that they use for various promotions and partnerships. Although this is a great "flex space" to feature what is new at GAP, I think that they should have gone a step further.

I wouldn't say that this pop-up is at the caliber of Target or other retailers who utilize different spaces throughout the country with a different look and feel each time. Pop-up stores are known for "popping up" (for lack of better word) where you least expect it and completely blowing out a space to leverage the promotion. It creates a unique experience outside of the typical retail environment that is exciting and fresh. By utilizing an existing GAP store the only newless is the product, which can be found at any GAP store. Why would I go out of my way to go to this "pop-up" store when I can go to my local GAP and get the same product and have the same experience. I'm not sure that they differentiated this store enough from their chain stores. The only difference is that at this store you can embellish your flip flops. Why would I want to embellish my flip flops? I guess that could be cool to some people, but I'm not sure that embellished flip flops are really a trend at the moment. And, I don't know that I would pay extra to embellish my flip flops.

GAP did brand the small space Havaianas, but essentially it is in a GAP store. I'm sure that by utilizing this existing space GAP saves themselves a lot of money, which they probably need to do since they aren't doing so hot, but I would have rather seen GAP take more risks and to think outside of the box. I think overall their marketing is weak and really lacks focus. There is no clear GAP message the is communicated to their audience. Instead, they focus their attention on leverage celebrities to sell their brand. It hasn't been working, so I think it is time they try something new.

Although I feel that the promotion is just as weak as all of GAP's initiatives, I am really glad that they are partnering with Havaianas. I actually think that the two are a great fit. Both are casual, fun, and colorful brands that share the same audience. [source: BizBash]

Bullseye Bazaar pop-up to spring up on Michigan Avenue

According to the Chicago Tribune Target will be opening a pop-up store on Michigan Avenue in downtown Chicago next week. The Bullseye Bazaar pop-up will be open for only three days and will feature Tracy Feith's new Target collection as well as Archer Farms and new brand Up and Up. I'm pretty confident that like all of the other Target pop-up stores this will be a huge success.

If you are in the city between May 7-9th go check it out at 455 N Michigan Ave. And, please take pictures for me, I can't wait to see it!! Also, let me know what you think!

Snapple updates packaging

It seems that during this economic recession companies are spending more time and resources on updating their brand. With the drastic changes in consumer spending, shopping and price perception an overhaul of packaging seems to be the right move. So far it has worked for some, but not for others (Tropicana). Snapple is another company who not only decided to redesign their packaging, but also updated their formula to set themselves out from the competition.

The new Snapple formula uses sugar as the sweetner (which I definitely approve of) and each drink is derived from tea leaves. To bring attention to the new formula the new packaging will graphically include tea leaves in addition to a new "sleeker" bottle. However, I'm not sure the new creative for the label is really an improvement. The current trend of packaging features clean, modern, and clear packaging that communicates the product to the consumer. The packaging should connect the consumer with the product and immediately identify the brand. Snapple's new design is a bit busy and integrates too many messages, none of which is their brand logo.
My biggest problem with the new label is the disconnect between the various beverages. The brand logo for Snapple is placed on the packaging several different ways depending on the product. Shouldn't the brand be the hero of the product? Shouldn't the consumer look at the product and realize without any question that it is Snapple? I had to hunt for the brand name especially on the new tea bottles and the water.

The creative is more modern then their original design, but still falls short of being great. Out of the new designs the best creative is for the water. I like the graphic interpretation of water and how it relates to the product, however, it definitely reminds me of VitaminWater. But again, I wish the brand logo was consistent and clearly prominent on the packaging.

I am glad, however, that after 37 years of the same brand image Snapple decided to make an update. It was long over due. However, I don't think that by hiding the logo behind the product description and features is the answer. If you are redesigning Snapple the consumer needs to differentiate Snapple from other products. Overall, the packaging is just ok. Definitly not my favorite. [source: BrandWeek]

Brita particpates in Earth Day

Much like several other retailers and products, Brita also had an impactful and successful initiative for Earth Day. Thousands of people waited in line to receive free water filters in Yonge-Dundas Square in Toronto. Brita ran out after handing out 3,600 filters. Those who didn't receive one were given a $10 off coupon for a new filter instead.

Considering the size of Brita and the awareness around clean water, I'd say that this was a perfect promotion. They didn't go overboard and it was very tastefully executed. No one wants to see an overally produced event for Earth Day and Brita realized that. Well done.

Pepsi screws up majorly

Just when I thought the new Pepsi campaign was going really well and was very impactful I came across an article on Advertising Age about a marketing promotion gone sour. The Pepsi promotion was to give a certain number of Yankee fans seats to the Yankee v Indians game. Fans lined up for the chance for free tickets until they found out that there were less seats available then promised. The disappointed and very routy crowd chanted "Pepsi Sucks" over and over causing a huge scene at the event.

Later, Pepsi issued a statement apologizing to the fans regretting their actions. They even offered another promotion very similar to the original. After disappointing so many people we'll see how many are interested in giving Pepsi another chance.

Vitamin Water Pop-up

Although we all know who does the best pop-up stores (Target), VitaminWater did a great job with their pop-up in NYC to promote the new 10 calorie VitaminWater. The message of the store was how to burn 10 calories by not doing anything, which was a great draw. Inside of the pop-up they had a photo booth, lounge area, a Wii, product, and plenty of in your face messaging about the product. The space looked great, very clean and on-brand.

In the past VitaminWater has only done street teams to hand out their product. This is definitely a step up for their brand and a great way to build awareness. Bravo!

Check out more photos here: [BizBash]

Will Burger King ever learn?

[source: Reuters]

I just posted a few days ago that Burger King has a ridiculously offensive ad for their kids meal. Now, they have a ridiculously offensive ad in Europe for their Texican whopper. The ad features a short Mexican man wearing the Mexican flag standing next to a tall , good-looking American. All I have to say is, WOW! You have got to be kidding me. Apparently the biggest concern with the ad was the defamation of the flag. Although that is definitely one thing wrong with it, did no one else notice the portrayal of the Mexican man compared to the American cowboy?

I'm so glad that someone realized that the ad offensive and they pulled it.

Times Square Learns to Recycle

Marcal, a New Jersey based paper product company invaded Times Square with an installation encouraging New Yorkers to recycle. The installation was somewhat eye catching, but definitely lacked creativity. Think of the possibilities of incorporating recycled materials into the installation. They definitely should have taken this a step, or ten, further. Not to mention that the two-ton roll of toilet paper was in their tent which provides no visibility or draw to the onlookers. That should have been front and center to draw in the crowds. Street teams also handed out toilet paper made from recycled paper which was a great way to try everything together.

Overall I'd say the stunt was just ok. Definitely could have been better.

Check out the photos at: BizBash

Tennis stunt stops traffic

[Source: Sony Ericsson Open]

If only I had the time I would have posted this early, so I'm sorry it is kind of old news. I still feel like it is worth noting, because I think that Sony and Mercedes did a great job. To promote the Sony Ericsson Tennis Open in South Beach tennis stars Venus Williams and Andy Murray volleyed a tennis ball from on top of a new Mercedes GLK across the street from South Beach's News Cafe. Obviously watching two people playing tennis on top of a car isn't typical, so this brought a lot of attention to the stunt. Check out more photos on BizBash.

This isn't the first time Sony Ericsson conducted a stunt like this. Last year they did almost the same stunt with Serena Williams and Rafael Nadal who played a match on the Gansevoort South Hotel's rooftop pool. Similarly in 2007 they held a glow-in-the-dark night tennis match.

Great partnership between Mercedes and Sony Ericsson for this. Not only did it stir excitement for the Tennis Open, but it also gave Mercedes credit for being a main sponsor. The objective of the stunt was not only to build buzz around the Tennis Open, but also to broaden the viewership of the event. Not sure they accomplished that, but overall well done.

What is Burger King thinking?

Burger King's newest TV ad, geared towards kids, is filled with women shaking their square butts to Sir Mix-a-lot’s famous song “Baby Got Back.” While the women are dancing the Burger King character sizes up the woman’s butts with rulers. What? I’m so confused as to who approved this ad campaign. Not only is it offensive to women, but also a complete disconnect for kids. I truly hope this ad gets pulled to save our children from being exposed to a clear case of sexism. Also, I have no idea what the Burger King dancing to that song has to do with kids meals. I know the song was a hit for Shrek, but might I remind them that the movie took it out of context so that it was semi appropriate for kids. Actually, I don’t think that this song could be of any relevance to Burger King no matter how it was used. Very poor taste.

TopShop comes to NYC

[BizBash]

I was so excited when I heard that TopShop was coming to NYC. TopShop is a UK retailer that is well-known for their ability to update their inventory in as little as two weeks keeping fresh and new product in the store constantly. In order to build buzz surrounding their first US store opening they held several star-studded parties as well as influencer events. Also, TopShop ambassadors drove around New York for a week in a branded truck handing out gift cards valued at $5-500 and branded bags. As news broke out about the street team and the generous giveaway eager fans scouted the city to find the branded truck.

I am eagerly waiting for their opening in Minneapolis (probably not around the corner anytime soon, but one can dream).

Tropicana Sales Plummet

I mentioned before that Tropicana's packaging redesign was a huge mistake (they should fire their creative team or agency), but now it is confirmed. Their sales decreased by 20 percent resulting in a loss of tens of millions of dollars between Jan 1 - Feb 22. That is insane!! [SeriousEats]

I'm eager to see if they attempt to redesign again or if they will go back to their original packaging. Hopefully they will learn from this and take some time to rethink the strategy and objective behind the redesign. They need to look at their brand and determine who they are and what they want their customers to see on their packaging. I think that their packaging was due for a redesign, but to go completely "modern" was not the way to go. I hope they try again and succeed.

Trade your old iPod for a Target GiftCard

Target has a new initiate to promote recycling old iPods in partnership with NextWorth, a company that helps consumers get value out of their used electronics equipment by refurbishing and reselling traded-in goods. Instead of throwing away your old MP3 player you can send them to Target.com and get a Target GiftCard in return. Not bad!

(Shameless plug) All you need to do is go to the Electronics page on Target.com and click on "iPod + MP3 Players" and select "Trade in your iPod for Target GiftCard.: The site will direct you to NextWorth where you will get an estimate of your item's value which is also the GiftCard amount you will receive. The GiftCard should be mailed to you in 10-14 business days.

Although I am a bit bias to Target, I will say that I think this is a great partnership and a great way to show that Target cares about reducing waste. Plus, it is an excellent way to get rid of your unwanted electronics and to get a little something in return. I do wish, however, that you could trade other electronics like cell phones as well. Maybe that will be phase 2 of the initiative.

HP crashed Times Square, but falls short

To promote the new HP TouchSmart Desktop PC HP brought a team of acrobats to Times Square. The acrobats in futuristic costumes created huge images of HP’s hand icon and TouchSmart PC. From buildings above it appeared as if the acrobats were in the shape of a PC. The stunt was to show the first touch PC and how you can get lost in a world of technoogy. Not only did passers-by see the imagery, but people could also take photos and send them to friends using onsite TouchSmart PCs. The event was activated by Momentum. [EventMarketer]

Overally I’d say that the event succeeded in causing a disruption in one of New York’s busiest areas, however, when I was looking for more information on the event I couldn’t find anything. The video that was on YouTube was taken down and when I googled the event no images came up. Not sure how they were planning on building buzz, but there isn’t any.

I’d say that the concept was good, but not buzzworthy.

Never thought I would say that I was impressed with KFC

[source: brandweek]

Not only is KFC giving back to the community , but they also did a great job branding the experience. Basically KFC filled several potholes in five major cities and branded each pothole with a chalk logo with the words "Re-freshed by KFC." The event was meant to promote their new fresh brand campaign.

This event is really unique and completely unexpected for KFC, which alone makes it a success. I really give them a lot of credit. Bravo KFC (again, never thought I would say that). [brandweek]

The hunt for severed limbs

(source: gamezine.co.uk)

(Source: gamezine.co.uk)

In order to create buzz around the new game Resident Evil 5 Capcom's marketing team held a city-wide scavenger hunt in London. Great idea right? Well...considering that they hid realistic body parts around the city and the winner was the one who gathered the most body parts I'm not sure it was the best idea. I can imagine it was quite the scene in London to see people lugging around decapitated heads and severed limbs. Not to mention that the body parts weren't branded in anyway to explain the madness to an onlooker. People were so freaked out by the stunt that the police were called.

Capcom had planned to do the same marketing stunt in the US, but due to the negative publicity it received they canceled their plans. Now that was a good idea!

[BrandFreak]

Go Fish

Carnival Cruises had a very interesting concept utilizing interactive marketing to promote the cruise line. I am a huge fan of using interactive marketing since it really creates a new dimension of marketing by truly engaging the consumer. So, they installed a series of interactive aquarium on the corner of busy streets in a few key markets including Dallas, Baltimore, Houston, Los Angeles, Washington, and New York.

Basically the technology allows you to call in and create a fish that swims and makes funny noises. The fish then shows up on the screen. Users can return to feed and take care of their fish while the installation is up.

I'm not sure that this will really engage passers by, but I guess I'll keep my ears open to see how it was received.

Gotta Love Havaianas

Havaianas had a spring break pool party for the media and special guests. This is the first event I've seen from them and I'm glad they are ramping up their marketing strategy considering I'm a big fan of their flip flops. The event was pretty well styled and I love the design your own flip flop station. It definitely had a korky vibe, which I love. Not sure if they are open to partnerships, but I think these would be great gift bag items for any event. Who knows, they may even make cobranded flip flops. If only I was still in events marketing I would pursue this further...

Prada Copies Chanel's Marketing Strategy

Image courtesy of kontaktmag

There is plenty of room for sharing ideas and marketing strategies amongst companies, but there is something disappointing about two similar companies utilizing identical marketing initiatives and not learning from the other.

Prada has decided to copy Chanel and debut a pyramidal mobile pavilion called the Prada Transformer that will be erected in Seoul, Korea in April. The structure will host art exhibitions, film screenings, and other live events. Word on the street is that cranes will occasionally flip the "Transformer" to reconfigure its look and feel. The objective is to create a unique visitor experience each time you visit the "Transformer." Great idea, right. Absolutely. It could be really cool. But, Chanel did the exact same thing and had to scale back efforts due to the economy. They also received a great deal of negative press.

Chanel had planned to tour their pavilion to 86 cities around the world throughout 2010, however, a Chanel spokeswoman told WWD "Considering the current economic crisis, we decided it was best to stop the project, We will be concentrating on strategic growth investments." Very smart of them I might say. High end designers are being deeply effected by the economic crisis and the last thing they need to be doing right now is blowing out a huge events marketing strategy. Not sure it is the best use of their resources or good for their overall image.

The Chanel pavilion also received mixed reviews regarding their efforts to support culture. Many called the pavilion overly commercial, while others saw it as a way to bring culture to the public. Again, not sure it is the best idea to copy a marketing initiative that received little praise.

On the other hand, the Chanel pavilion did look pretty cool.
Thoughts?

Happy Birthday Barbie!

Barbie turned 50 and Mattel carried out very aggressive in your face marketing surrounding the celebration. Their strategy began with a Barbie fashion show at Bryant Park followed by a Malibu Beach Party editor event. The event looked great, although I'm not so sure about the Barbie hair chandelier...

Packaging done right

I know I recently posted an article about the failure of the packaging redesign for Tropicana. General Mills just redesigned their cereal boxes to go retro. Here is an idea that is completely relevent to the consumer. Consumers love to channel their past for great childhood memories, including cereal. By transforming the packaging it brings the consumer back in time to their childhood and they remember how much they loved the product. Since GM can no longer market directly to children this is a great way to reach consumers ages 15+. I believe these boxes are only available at Target.

Why didn't I think of that?

Pop-up restaurants are the latest rage in New York. Existing restaurants are transforming into limited time restaurants with unique menu options. Korean BBQ spot Dokebi changes over at midnight on Fridays to Bonjin, a ramen spot, while on Monday nights, Simple Cafe goes Vietnamese with Bep. If restaurants aren't switching over to completely different menus they are offering unique menu items to their existing menu. For those interested in a unique and new dining experience I would check out these pop-ups around NYC. Hopefully the fad will catch on and you will see these pop-ups throughout the country.

Whole Foods markets to Teens

Whole Foods is holding a contest for teens and the winner will receive a "green prom night." This sounds like a big win for Whole Foods to target a younger audience, who is not their core customer. They are leveraging the "green movement" by integrating being green into one of the most important moments of a teens life. I approve!

Old Navy returns to their unique marketing

I am so glad to see that Old Navy decided to go back to their kitchy marketing. It is so unique to Old Navy. Last summer Old Navy changed their guest segment to the sophisticated, young career women who needed basics for the office and the weekend. Although the TV ads were very good it completely confused their core audience and tried to create a brand that didn't exist. Needless to say, much props to Old Navy for realizing that it is with their campy image and marketing that their customers love them.

Tropicana realizes their new packaging was a bad idea

This article highlights the process Tropicana went through to redesign their packaging. Had they done more research or testing prior to rolling it out they could have saved thousands.