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Two brands, two colours

admin — Fri, 20 Nov 2009 10:30:06 +0000

Leica, limited. Hermès has gone shoot happy. And who can blame the high-end when it comes up with goods like this Leica M7 Edition Hermès camera? First, the tech specs. This lovely piece of gear set boasts a Leica Summilux-M 35 mm f/1.4 wide-angle lens, a silver chrome Leicavit M rapid winder. And then there’s a leather carrying strap, made by Hermès, to match each camera. Plus, the whole is delivered in a linen-covered, silk-lined box.
There are two colours, orange and étoupe – which we believe to be a hue of Hermès’ making – and there are just 100 of each available. The price of any of those 200 snazzy cameras is 8500 clicks (sterling).

Digital out-of-home on the up

admin — Thu, 12 Nov 2009 10:33:44 +0000

DOOH frontier. Brands and investors see digital out-of-home as the next frontier in media, similar to the early days of radio, cable and the Internet, according to PQ Media. “Our research indicates three distinct phases in the emergence of successful new media – gold rush, shakeout and breakout – and the [DOOH] business, especially video networks, are in the second phase and will likely be well into 2010,” said Patrick Quinn, president of the US-based research outfit.
PQ Media says strong secular trends impacting the broader media economy have had a positive impact on the DOOH industry, as consumers spend more time outside their homes, commute longer to work, use ad-skipping technology and multitask with various media on the go throughout the day.

CBS, OMD engage the seismic shift

admin — Thu, 12 Nov 2009 10:15:04 +0000

Eye tech. CBS Vision, the research division of CBS Corp, and OMD have announced a new partnership, Communications Lab@OMD that will give the media agency access to the CBS Television City research facility in Las Vegas. The move will allow OMD to offer its clients analysis of multiplatform comms using brain scanning to explore the neuroscience of consumer response to advertising, eye tracking to optimize digital, mobile and video game ad placements and sizing, as well as ‘new measurement techniques parallel to media innovation and the emergence of new technologies’.
“With this partnership, our two organizations are driving a seismic shift in the media effectiveness research paradigm – from siloed and synthetic, to integrated and organic,” says Alan Cohen, OMD’s CEO. “Communications Lab@OMD represents the next evolution in media research – true, multiplatform engagement that gives marketers a higher level of insight into how their consumers interact with brands and messages across all media environments.”

Kings of Leon tailors a collection

admin — Wed, 11 Nov 2009 10:30:57 +0000

Designer Kings. Rock band Kings of Leon has joined forces with French creative house Surface to Air to launch a range of jeans, jackets, shirts and accessories. The collection will bow in the ParisTexas store in Copenhagen next month and eventually show up in 30 shops around the world. Apparently, KoL’s immersion in ‘Americana and its values of freedom and nature’ will be present on the new clobber.

Levi’s – time to Obey

admin — Mon, 09 Nov 2009 12:30:39 +0000

Brand art. US artist Shepard Fairey went all experiential for Levi’s when he put together an art installation outside the brand’s store in New York’s Times Square. The event was part of the launch of the Obey x Levi’s menswear collection co-designed by Fairey, who added fits, finishes, rips, patches and design details to the brand’s clothing, along with spray paint drips, stencilled art and pins, of course.
“Shepard Fairey is a groundbreaking innovator who has changed the way art is perceived and consumed in our world today. His revolutionary work uniquely reflects the optimistic, pioneering spirit of the Levi’s brand, making Obey x Levi’s a truly authentic collaboration,” said Doug Sweeny, the company’s vp of marketing.
Don’t know Shepard Fairey? Well, he’s the guy who came up with the Hope poster that headlined Barack Obama’s presidential campaign.

Keeping spirit values high

admin — Thu, 05 Nov 2009 12:15:46 +0000

By Steve Mullins. Keep drinking. The brand value of spirits is up despite the economic downturn, according to the latest BrandZ 2009 rankings. Millward Brown says the category is up 5% on last year, with much of this spike coming from sales in developing countries where economies continue to grow, though at a slower pace.
And whisky’s doing particularly well in these markets as expanding middle classes spend disposable income on this status drink. In fact, two competing Scotch whisky brands, Johnnie Walker and Chivas, grew 42% and 30%, respectively, in brand value in the 12-month period under review. In fact, they rank among the top 20 brands, across all categories, when it comes to year-on-year value growth.
“One of the reasons for the increase in value for Johnnie Walker is the growing popularity of whisky in China,” says Millward Brown. “Their Keep Walking campaign has been extremely successful and it is much more than just a liquor.”
However, Smirnoff and Bacardi remain the top two names ranked by brand value, with both competing for a similar customer – one seeking fun and energy release compared with the whisky customers focus on discernment and status.
The value of the soft drinks category has grown 24%, with high brand contribution levels – the share of earnings from the products’ loyal consumers – helping to insulate it from current economic pressure, and consumers seemingly reluctant to switch to private label brands.
Health concerns drove the growth of juice-based drinks and water fortified with vitamins, Millward Brown says. The expanding range of heath-oriented products and the popularity of energy drinks were the greatest contributors to category growth. Health concerns drove the growth of juice-based drinks and water fortified with vitamins.
This move to healthier offerings has impacted the brand value of highly-sugared drinks, and both Pepsi and Coca-Cola have responded to the trend by releasing two low-calorie options Pepsi Max and Coke Zero, respectively.
Millward Brown says Coca-Cola’s marketing has become more focused on brand and moved away from promotion. One of the world’s greatest brands has just become greater, according to the report.
Two energy drinks, Red Bull and Gatorade, appear among the top 10 for the first time this year.

P. Diddy’s extra tipples

admin — Wed, 04 Nov 2009 10:30:08 +0000

Double shot. Hip-hop star Sean – P. Diddy – Combs is planning to expand his Ciroc vodka range, a brand he rolled out together with Diageo-owned distiller Ketel One in a 50/50 joint venture in 2007. Ciroc will release new coconut and red-berry flavours in the US next year.