Etymology[ edit ] The word, brand, derives from its original and current meaning as a firebrand, a burning piece of wood. That word comes from the Old High Germanbrinnan and Old English byrnan, biernan, and brinnan via Middle English as birnan and brond.
The Media Edge Client: Kraft Canada Media Team: Robert Brown, media group head; Chris Stewart, media planner Timing: Runner-up Best Plan Overall: The media plan, meanwhile, continued the strategy of placing out-of-home in the path of our summer consumer.
The out-of-home ran in eight major urban centres. To create a link to consumption, we secured an agreement with the City of Toronto to wrap the Sam McBride, which is one of the ferries carrying thousands of families to the island each summer.
The result was a colourful and imposing floating billboard, which garnered attention from both consumers and the press. Three two-person racing boats were outfitted with sails and spinnakers sporting the Kool-Aid smile. We targeted key subway stations, placing platform posters as well as vertical cards on every position of the station escalators.
This placement strategy created impact, and communicated fun and variety. When we first used subway posters inwe found that they were stolen as fast as they could be posted. This time around, the supplier used plexiglas coverings, which prevented theft.
And we added some more targeted reach by placing a synergistic creative execution — in which the holes in a cottage screen door formed the shape of the Kool-Aid smile — in Cottage Life magazine.
Because of municipal restrictions, out-of-home in Vancouver poses a challenge to planners. We also placed the creative on the sides of delivery trucks in the Vancouver area. This placement was particularly arresting.
Indeed, fleet drivers said they found themselves greeted like celebrities by passersby. Deliveries to schools met with particularly enthusiastic response. To add even more fun, we secured spectacular locations for custom-made executions in high-volume family areas.
In Toronto, for example, we focused on the SkyDome area, where we placed an execution that featured workers mixing a giant Kool-Aid. This execution also appeared in Winnipeg, Halifax and Montreal.
And in family-dense north Toronto, we placed an Ice Blue superboard, with a parka-clad mannequin scraping frost from its face.
The Results The Kool-Aid campaign had been a great success. Indeed, the advertising creative found its way into other vehicles, such as new package designs and in-store displays.
The campaign, for its part, maintained strong advertising awareness among both moms and kids. The brand achieved record-high base line volume growth versus the previous year — results that kept us all in Kool-Aid smiles.
Also in this report: Multi-tiered plan for high-menthol gum was imbued with irreverence p. Initiative was designed to drive both brand awareness and sales p. Repositions brand as funky, outrageous p. Campaign used underground channels to reach club crowd p.
Partners with CTV, magazines to create a presence beyond traditional ad buy p. Redefinition of target market sparked departure from the traditional choice of television p. Complementary boards were positioned in proximity to one another to maximize visibility, engage consumer p.The workforce is changing as businesses become global and technology erodes geographical and physical regardbouddhiste.com organizations are critical to enabling this transition and can utilize next-generation tools and strategies to provide world-class support regardless of location, platform or device.
Income share agreements, in which college students get help with their tuition in return for a percentage of their future salaries, seem poised to take off, as costs and debt loads rise.
Marketing strategy Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.
Sponsored content Helping national brands get local: the Brand Machine story During his career in advertising, Andrew Mitchell saw first-hand how challenging it was for brands with multiple locations to produce quality local marketing across their network.
The plethora of marketing jargon that makes advertising more complicated -- and keeps ad journalists in business.
Jul 06, · For other brands that want to stand the test of time, it might be a good idea to drink the Kool-Aid, or, at the very least, borrow their marketing and branding strategy.