Latest

With 20 years in consumer marketing roles, eight of them at Bacardi, Dima Ivanov knows a thing or two about marketing—and rum. In January this year, the 38-year-old became cmo of the privately held spirits company and president of Bacardi Global Brands where he oversees worldwide marketing. Before that he served as managing director for […]

As title sponsor of the 2015 Amgen Tour of California for a 10th year, Amgen, a biopharmaceutical company, deployed wellness activations at stops along the cycling route in the fan experience called the Lifestyle Festival. The race (owned by AEG) kicked off May 8 in Sacramento, traveling along California’s most recognizable roadways, highways and coastline […]

The Amgen Tour of California is the largest cycling event in North America. Owned by AEG, it attracts pro-cyclists, including world champions, and is widely considered a precursor or practice event to the Tour de France in July. Engagement opportunities abound inside this eight-market weeklong event, both along the route and at a festival that moves to […]

For marketers capable of unlocking the secrets of this generation, the rewards will be substantial.

Fruit of the Loom last month promoted its no ride-up boxer briefs by creating a fictitious brand of plastic pants that showcased the benefits of its undergarments. The spoof campaign, which was designed to poke fun at underwear brands that use sex appeal to sell their products, began with a TV spot demonstrating how Fruit […]