SB'21 Rates Increase This Week!

Stories About Advertising

Found 143 stories. Page 7 of 8.

Marketers Cleverly Crafting Brand Messaging to Broaden Appeal of Better Products
Marketers Cleverly Crafting Brand Messaging to Broaden Appeal of Better Products

MARKETING AND COMMS - As Super Bowl XLIX shapes up to kick off on Sunday, NBC is selling 30-second spots for $4.4-4.5 million, and 95 percent of in-game ad inventory is already sold on what has become digital advertising’s biggest day.By leveraging a massive event such as the Super Bowl, which last year set a record as the most-watched American television program in history with an average audience of 111.5 million viewers, more marketers are betting millions on shifting those viewers’ perception and understanding of sustainability with their carefully crafted ads.

Marketing for Good: Breaking Down the Barrier to New
Marketing for Good: Breaking Down the Barrier to New

MARKETING AND COMMS - I had a fascinating conversation this morning with Guy Dauncey, a futurist and big brain in the sustainability field. Guy is writing his latest book, a novel that projects us into the Vancouver of 2040. His vision isn’t apocalyptic — it describes how we as a civilization finally came around to embrace ‘new,’ and turn it into post-fossil-fuel prosperity. Inspiring stuff, especially when the vision is supported by the science Dauncey painstakingly assembles.

'This Girl Can' Campaign Empowering Women of All Shapes and Sizes to Get Active
'This Girl Can' Campaign Empowering Women of All Shapes and Sizes to Get Active

MARKETING AND COMMS - Sport England, previously known as the English Sports Council, has launched an ad campaign called “This Girl Can,” which uses real women to promote exercise among females.The campaign’s first 90-second film, aiming to inspire women of all shapes and sizes to get off the couch, has generated more than 2.9 million views on YouTube in its first week and trended at number two on Twitter. FCB Inferno, the London agency behind the film, described it as "a celebration of active women designed to make the attainable aspirational."

PepsiCo Reacts to New Ads Slamming Doritos Over Lax Palm Oil Policy
PepsiCo Reacts to New Ads Slamming Doritos Over Lax Palm Oil Policy

BEHAVIOR CHANGE - On Tuesday, SumOfUs, an international consumer advocacy organization, released a new parody video — in conjunction with Doritos’ annual “Crash the Super Bowl” commercial competition — that calls out Doritos and its parent company, PepsiCo, for use of unsustainable palm oil in Doritos products and the subsequent destruction caused to Southeast Asian rainforests, species and communities. The video, called “A Cheesy Love Story — The Ad Doritos Don't Want You to See,” has reached almost a million views across Facebook and YouTube since it went live on Tuesday.

Advertisement
Africa United Campaign Uses Football Analogy to Help West Africans Tackle Ebola
Africa United Campaign Uses Football Analogy to Help West Africans Tackle Ebola

MARKETING AND COMMS - At the Official Draw for the 2015 OrangeTM Africa Cup of Nations today, the Confederation of African Football (CAF) joined football (soccer) stars, celebrities, international health organizations and corporations to announce the launch of Africa United, a global health communications campaign aimed at preventing the spread of Ebola in West Africa. The campaign, which is supported by the U.S. Centers for Disease Control and Prevention (CDC) Foundation and driven creatively by actor Idris Elba, is designed to recognize the vital role of frontline healthcare workers, as well as to provide critical education and resources for the people of West Africa.

Effie, WEF Announce Inaugural Call for Entries for Positive Change Award
Effie, WEF Announce Inaugural Call for Entries for Positive Change Award

MARKETING AND COMMS - Effie Worldwide and the World Economic Forum (WEF) have announced the inaugural call for entries for The Positive Change Effie Award, which recognizes and celebrates the most effective marketing programs that have measurably shifted consumer behavior toward more sustainable choices, and/or grown demand for more sustainable products and services by incorporating sustainability as a part of their marketing communications.The call for entries opened in September, and the deadline period runs from December 4, 2014 to January 12, 2015.

#SB14London: Are Marketing and Sustainability Like Oil and Water?
#SB14London: Are Marketing and Sustainability Like Oil and Water?

COLLABORATION - Virginie Helias, Global Sustainability Director at Procter & Gamble, opened this Monday afternoon session talking about how to bridge the existing gap between marketing and sustainability.P&G is a company targeting 5 billion people. Its marketing approach used to be “traditional,” often focused on its products’ performances, but over the years found that some of its ads were not effective anymore. As a consequence, the company decided to move out from its comfort zone and to articulate new messaging that better engaged its customers.

Montague's 'Storydoing' the Antidote to Bland Ad Messaging, Artificial Brand Positioning
Montague's 'Storydoing' the Antidote to Bland Ad Messaging, Artificial Brand Positioning

MARKETING AND COMMS - This Monday afternoon workshop offered great insight into the way innovative and successful companies have made the transformation from a culture of Storytelling to one of “Storydoing.” For those not familiar with the term, Ty Montague (author of True Story: How to Combine Story and Action to Transform Your Business) set the scene by doing just that, and telling us a story.

4,000 Endangered Species Condoms Headed to Most Romantic US Cities for Valentine's Day
4,000 Endangered Species Condoms Headed to Most Romantic US Cities for Valentine's Day

MARKETING AND COMMS - The Center for Biological Diversity, a nonprofit conservation organization based in the US, will take full advantage of the love in the air this Valentine’s Day by disseminating 4,000 free Endangered Species Condoms to eight of the most romantic getaway cities in North America. From Bar Harbor, Maine, to Santa Fe, N.M., the condoms will be given away by volunteers to playfully raise awareness about how runaway human population growth is affecting endangered species around the globe.

Advertisement
Attention, Advertisers: Are You Sure You Want to Place Your Ad There?
Attention, Advertisers: Are You Sure You Want to Place Your Ad There?

LEADERSHIP - Finding the right media partners for your advertising dollars is a critical part of any brand’s market success. It’s a competitive landscape with new and traditional advertising mediums vying for consumer attention as well as your coveted marketing dollars. And for any brand that is a leader in sustainability, partnering with media outlets that complement your values and sustainability positioning is important.

IKEA Selling Sustainable Consumption in New 'Wonderful Everyday' Campaign
IKEA Selling Sustainable Consumption in New 'Wonderful Everyday' Campaign

MARKETING AND COMMS - IKEA is launching a new marketing campaign in the UK this weekend called “The Wonderful Everyday,” which will explain the brand’s values and sustainability ethos to consumers, according to Marketing Week.The first ads, which launch tomorrow (February 8), mark the Swedish retailer’s first sustainability-focused campaign. Created by Mother, the UK’s largest independent ad agency, the first TV and radio spots will focus on touting energy-saving LEDs as an alternative to incandescent lightbulbs, which IKEA has committed to phasing out by 2016.

Subway Joins First Lady in Promoting Healthy Food to Kids by 'Powering Playtime with Veggies'
Subway Joins First Lady in Promoting Healthy Food to Kids by 'Powering Playtime with Veggies'

BEHAVIOR CHANGE - In the latest in a string of recent efforts to engage children in the joys of healthy eating, First Lady Michelle Obama announced last week that Subway® restaurants has joined the Partnership for a Healthier America (PHA) and Mrs. Obama’s Let’s Move! initiative in a three-year commitment to promote healthier food choices to kids. As part of its commitment, Subway will launch a series of fun, engaging campaigns aimed at increasing fruit and vegetable consumption in children; set and implement new marketing standards to kids; and strengthen its children’s menu offerings, which the chain says are already nutritious.

FTC Says Diaper Claims Didn't Pass the Smell Test
FTC Says Diaper Claims Didn't Pass the Smell Test

MARKETING AND COMMS - What do dirty diapers and deceptive ads have in common? (We’ll pause a moment so you can add your own punch line.) Now that’s out of the way, the action against Portland-based Down to Earth Designs — consumers know them as gDiapers — is the FTC's latest effort to ensure the accuracy of environmental marketing claims. But even if green isn't your game, the case also offers insights into what the FTC calls "unqualified claims."

Embracing Conscious Consumerism Helping Brands Win Loyalty
Embracing Conscious Consumerism Helping Brands Win Loyalty

MARKETING AND COMMS - This post is part of a series written by MBA and MPA candidates in Presidio Graduate School’s Managerial Marketing course, examining the role of marketing in advancing sustainability across all sectors.

Advertisement
D&AD's White Pencil Teams Up with TIE to Create New League of 'Social Intrepreneurs'
D&AD's White Pencil Teams Up with TIE to Create New League of 'Social Intrepreneurs'

COLLABORATION - The D&AD White Pencil, an award that highlights excellent creative ideas with a social purpose — now in its third year — is the world’s top prize for design, advertising or digital work that addresses key social, political or ethical issues.In order to demonstrate its increasing commitment to supporting positive change through creativity, D&AD is now collaborating with The International Exchange (TIE) — a leadership development programme that combines the expertise within agencies and studios with the needs of NGOs to create positive, sustainable change — to offer two TIE placements to this year’s White Pencil nominees.

New Campaign Encouraging Brits to 'Smart Swap' Healthier Food Criticized for Shortsightedness
New Campaign Encouraging Brits to 'Smart Swap' Healthier Food Criticized for Shortsightedness

BEHAVIOR CHANGE - Last week, Public Health England unveiled its latest Change4Life campaign, which this year focuses on getting people throughout England and Wales to “Smart Swap” fatty or sugary foods for healthier alternatives.The campaign recognizes that it’s unrealistic to expect people to immediately switch from chocolate to fruit, for example, so it is hoping to incentivize making smarter food choices by offering participants money-saving vouchers for healthier foods and drinks and in-store offers from partner retailers such as Asda, Co-operative Food, Lidl and Aldi.

Luxury Most Poised for Instigating Positive Change Within Fashion Industry, Says Eco-Age
Luxury Most Poised for Instigating Positive Change Within Fashion Industry, Says Eco-Age

MARKETING AND COMMS - In a sector where social and environmental commitments have traditionally focused on philanthropic efforts, luxury is perhaps the most poised for instigating positive change within the fashion industry, argues Nicola Giuggioli, CEO of Eco-Age. According to Giuggioli, the luxury industry’s intimate knowledge and appreciation of high-quality materials, manufacturing and notions of provenance, alongside its smaller scale in comparison to mass fashion, position it to become a leader in the sustainability space.

BBMG-SHFT Partnership Helping Brands Engage Savvy, Values-Driven Consumers
BBMG-SHFT Partnership Helping Brands Engage Savvy, Values-Driven Consumers

PRODUCT, SERVICE & DESIGN INNOVATION - Last month, brand innovation consultancy BBMG and sustainable-lifestyle platform SHFT announced they are joining forces on a new branded content offering for organizations aiming to reach and engage Aspirational consumers, a fast-growing consumer segment that cares about looking good, feeling good and doing good.Combining BBMG’s consumer insights and brand-building expertise with SHFT’s creative and production capacity and the SHFT.com lifestyle platform, the partnership offers a new approach to developing and delivering original branded content designed to disrupt and delight.

Starbucks Jumps on the Sustainably Sourced Wagon with New Origins Campaign
Starbucks Jumps on the Sustainably Sourced Wagon with New Origins Campaign

MARKETING AND COMMS - Continuing a positive trend of transparency in the food industry, Starbucks' latest campaign focuses on the quality and sourcing of its coffee beans, as sustainability and health concerns continue to motivate consumers to ask, "Where does this come from?"Launched on Sunday during the Emmys, the new documentary-inspired TV ad shows the heritage of the cafe chain's Arabica coffee beans. "The bean matters, because you cannot roast in quality, you cannot roast in complexity," the voiceover says as black-and-white footage of coffee plantations and the roasting process runs.

Advertisement
AdAge Releasing New Report on Navigating FTC Green Guides
AdAge Releasing New Report on Navigating FTC Green Guides

MARKETING AND COMMS - Advertising Age is releasing a report today entitled “How to Make Credible Green Marketing Claims: What Marketers Need to Know about the Updated FTC Green Guides.” Co-authored by Jacquelyn Ottman of J. Ottman Consulting and David Mallen from the National Advertising Division of the Better Business Bureau, the report comes just in time for the one-year anniversary of the most recent update of the Guides.The FTC published the first edition of the Green Guides in 1992, to help advertisers avoid deceptive or misleading environmental marketing claims. These Guides are now the go-to standards for green marketing claims and have counterparts in Canada, UK and Australia.

Advertisement

Featured Brand Voices

Have Sustainable Brands delivered right to your inbox.
We offer free, twice weekly newsletters designed to help you create and maintain your company's competitive edge by adopting smarter, more sustainable business strategies and practices.
Copyright ©2007-2021 Sustainable Life Media, Inc. All Rights Reserved.
Sustainable Brands® is a registered trademark of Sustainable Life Media, Inc.