Latest

  • Articles

    Strategy: Equal Campaigns For Flavor With Double-decker Bus

    Merisant's first-ever mobile tour for Equal is aimed at decommoditizing the sweetener brand. "We want to make Equal more of a visible choice than an invisible brand " John Callahan senior brand manager for Equal told Buzz. "People try Equal all the time—they know it's the stuff in the blue packets—but what we want to do is make sure they're choosing it and not just doing it because it's out of a habit."

    The centerpiece of the Campaign for Flavor tour which launched in February at the Coconut Grove Arts Festival in Miami is a brand-wrapped double-decker bus.

  • Articles

    Guerrilla Marketing: FreshDirect Rolls To Moms

    A new guerrilla campaign is helping online gourmet grocer FreshDirect play up its consumers' on-the-go lifestyles as the grocer enters new markets in New Jersey and Long Island; the company is also hitting Manhattan in an effort to keep the brand's buzz going there.

    A team of eight rollerbladers wearing bright orange branded sweatshirts and old-school skater helmets are storming parks playgrounds and even yoga classes four days each week in search of moms and families.

  • Articles

    Off Site from the NBA Jam Session: Volkswagen

    About a mile away from the convention center Volkswagen engineered its
    own immersion to capitalize on All-Star Game fanfare. The automaker
    which is not an NBA sponsor took over a Tex-Mex restaurant and a
    parking lot across the street for the multifaceted VWIP Lounge. Here’s
    how it worked:



    Throughout All-Star weekend the eatery Cabo was open only to
    Volkswagen guests. To get in visitors first had to cross the street
    for a VW test drive. After stepping inside a semi trailer for a

  • Articles

    Field Report: NBA Jam Session

    Houston’s NBA Jam Session drew more than 100 000 fans over five days to
    the George R. Brown Convention Center just a block away from the
    Toyota Center where the world’s best hoops players flashed their
    skills on Feb. 18 and 19. More than 300 staff and 1 500 volunteers made
    the Jam Session go and there was no mistaking the NBA’s role in
    shaping every aspect of the event right down to brands’ presence. The
    focal points of nearly every sponsor exhibit were a rubberized court a

  • B-to-C Events

    Pilot Programs: Melitta Unwraps Euro Café In Philadelphia Rolls Sampling Effort

    If a moveable European-style sidewalk café environment boosts sales in
    Philadelphia the concept could emerge as a bigger part of the
    marketing mix for Melitta USA. The coffee marketer the No. 5 premium
    brand last Saturday launched a six-week Euro Café Tour that will bring
    free java and pastries bistro tables and chairs and classical music
    to city streets and consumer events.

     

    "We're looking at this not as a one-time program but as a new face for
    the Melitta coffee brand " Chris Hillman marketing director told

  • 1 … 1,086 1,087 1,088 1,089 1,090 … 1,150