Brand Marketing

“This bud’s for you” – Budweiser salutes Derek Jeter as the Yankees Retire His Number

Posted May 15, 2017 by Rashmi D @ 4:58 am

An emotional video on how New Yorkers honor their captain who served his team for over two decades

This Bud’s for 2

Budweiser, the sponsor of MLB (Major League Baseball) has come out with what it calls an “emotive new video,” titled “This Bud’s for 2…” to honor the legacy of legendary Yankees shortstop, Derek Jeter and the retirement of his jersey. The two-minute video, which went live Friday (May 12), shows Jeter hitting a walk-off RBI-single against Baltimore in his final at-bat at the Yankee Stadium. Nearly two and a half years after Jetter played his last game for the Yankees his shirt has been retired, making him the 22nd player in team history to gain this honor.

The video then goes around New York City, replacing the number two across different locations with Jeter’s 2 in pinstripes – on the Subway, a deli awning, a road sign, a chalk-drawn 2 in a fast food outlet, a fire truck, a neon 2 on a shop window and a taxi, among others. Jeter had reportedly communicated to Budweiser, “I’m honored MLB and Budweiser chose to celebrate my jersey retirement this way, and I’m really looking forward to being back at Yankee Stadium this weekend.” On Sunday, May 14, which was also Mother’s Day, the Yankees honored Jeter during a pregame ceremony with the retirement of his uniform number and the unveiling of his Monument Park plaque.

According to Brandwatch, the social media monitor, #ThisBudsFor2, with over 11.7 million impressions, had over 1,400 mentions till May 12. In 2014, after Jeter retired, brands like Nike and Gatorade had also created videos to honor the Yankee captain. He had founded Players’ Tribune in 2014, which he says, is a “new media company that provides athletes with a platform to connect directly with their fans, in their own words.” In response to the outpouring of emotions from Yankee fans, Jeter posted his own thank you to New York on the Players’ Tribune.

Filed under: Brand Marketing

Coca-Cola Focusing on Healthier Drinks with Its Traditional Soda Fast Loosing Fizz

Posted April 21, 2017 by Rashmi D @ 2:34 am

Coca-Cola Now wants to be known as a ‘Total Beverage Company’ even as it reduces sugar in 500 drinks and develops other beverages

Coca-Cola has been forced to transform its profile from that of the world’s biggest soda drink maker to one that is now making soft drinks with much less sugar and even adding a range of beverages that would be considered healthy. Coca-Cola’s compulsion arises from what every marketer, howsoever large and powerful, fears – consumer rejection of its products, especially its signature product. The largest ever beverage brand has been witnessing steady and growing rejection of its sugary soda by an ever more health-conscious market which now favors healthier alternatives that offer some tangible benefit. This stark reality was acknowledged by none other than Coca-Cola’s new chief designate, James Quincey, who hasn’t wasted time in altering the megabrand’s business strategy that balances a new marketing message with newer and healthier products to suit consumer preferences.

Coca-Cola’s soda sales in the US dropped for the 11th consecutive year in 2015, and fell to a 30-year low which alarmed the incoming head of the beverage major. He now believes that the future of his company rests on its ability to quickly transform itself into a “total beverage company.” Earlier this year, he introduced “Coke’s Way Forward,” plan which includes expanding offerings like organic tea, coconut water, dairy, coffee, juices and water, globally. Coca-Cola owns brands like Dasani, Smartwater, Minute Maid, Honest Tea and Fairlife milk among many others in different parts of the world. This portfolio non-soda healthier drink is expected to increase in time and this is how Quincey sees the future.

Even though Coca-Cola’s “traditional sparkling” soda makes up 70 percent of the company’s value, the new market trend with consumers bypassing soda drinks for healthier alternatives is fast pushing that percentage downhill. This segment of the business is growing at a meager 2-3% while other newer segments like water, juice and tea are growing much faster. Katie Bayne, SVP of global sparkling brands at Coca-Cola, said, “We’re organizing the company to be the leader in every one of those categories.” The beverage major is now reducing sugar in more than 500 of its drinks, and it’s investing serious money to carry this message across to its audiences across the world.

Filed under: Brand Marketing

Pepsi Finally Decides to Withdraw its “Live for Now Moments Anthem” Ad After Massive Criticism

Posted April 12, 2017 by Rashmi D @ 3:39 am

If anybody had doubts that “customer is the king” PepsiCo, whose global turnover equals the GDP of many mid-sized developing countries, has decided to respect that motto and pull out its latest ad themed “Live for Now Moments Anthem,” which stirred a huge controversy. Importantly, this was a timely course correction before the damage to Pepsi’s reputation could take a serious and unnecessary turn. A statement issued by the brand clarified that, “Pepsi was trying to project a global message of unity, peace and understanding. Clearly we missed the mark, and we apologize. We did not intend to make light of any serious issue. We are removing the content and halting any further roll-out. We also apologize for putting Kendall Jenner in this position.”

This two-and-a-half minute ad was created by Pepsi’s in-house design team, Creators League Studio and it was released toward the end of last month. It wasn’t long before the digital media picked it up and Pepsi began facing a relentless blitz of adverse criticism for releasing this ad. The ad tried to leverage the present environment of discontent across the country against the government, showing Hollywood icon Kendall Jenner getting mixed up with protestors. Most people felt the ad was in poor taste as they thought Pepsi was trying to ride piggyback on protest movements of marginalized people.

Pepsi ad campaign was seen by many as ‘trivializing’ the protest movement with an own value proposition that most people thought was in poor taste. The protest movements are trying to convey a serious message to the government and for those participating in the demonstrations across the country such ads are all but sensitive. PepsiCo didn’t clarify anything more than the apology note and neither is there any information about what this huge embarrassment would mean for Creators League Studio’s future.

Filed under: Brand Marketing

Pepsi Makes a Grave Mistake by Walking into Uncharted Territory of Politics

Posted April 6, 2017 by Rashmi D @ 3:57 am

Pepsi’s latest ad campaign starring Hollywood icon, Kendall Jenner, tried to play with the politics of the day and is ending up in a mess

If politics is not what you do for a living, it is better not try and use it for non-political gains because it is a double-edged sword and can cut both ways. This is what beverage major Pepsi is learning the hard way after it ran its latest campaign starring Hollywood icon Kendall Jenner getting mixed up with protesters. The protest movements has a seriousness of their own for those participating in the demonstrations across the country and Pepsi’s attempts to what many see as ‘trivializing’ the protest movement with its own value proposition didn’t go down well with most people.

The campaign did push up digital content engagement around Pepsi sharply by 366 % just within a day but most of it came in with a torrent of negative reactions – around 43% spoke of the way it supposedly affected the Black Lives Matter movement, while 31% were blunt enough to label the ad as “tone-deaf;” And about 10% of the reactions were outright hostile, tagging it as the “worst ever” they saw. There are all kinds of reactions in relation to different aspects of the ad that seems to have upset a cross section of people but out of all this, one aspect is coming across quite clearly – Pepsi shouldn’t have underplayed the seriousness of the protests.

How did Pepsi land up in this mess? Needless to say that it overlooked some basics of the issue it sought to leverage. Feminista Jones, writer, social worker and activist, observed, “Pepsi should have consulted people who have actually been on the front lines of protests these recent years. The organizers, protesters, educators…all of those who have been instrumental in bringing about these recent movements for justice. Brands should never make light of social issues related to people’s suffering; they should, instead, focus on selling their products in ways that don’t exploit the pain and suffering of marginalized people.”

Filed under: Brand Marketing
Previous Page

Your first campaign is on us

New Accounts get a $100 credit towards your first Cross-Channel Advertising campaign.

Get Started

Contact Us

We can set everything up in minutes

Give us a call and we'll find the right solution for you!

  • Phone: (800) 296-7104
  • Email: info@admedia.com
  • Office: 303 North Glenoaks
    Blvd., Suite 200 Burbank, CA 91502
Connect with Us Contact Us Media Kit

Advertisers

Reach More Customers

AdMedia can set up compelling and targeted campaigns that are proven to grab the attention of users and turn them into paying customers.

Read more

Publishers

Earn Extra Revenue

Add value to your website and earn money at the same time by displaying ads that your visitors actually want to see.

Read more