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.