Pepsi is launching a limited-edition drink called Pepsi Fire that's flavored with cinnamon and features Snapcodes on the bottles and cans. Consumers can scan the codes to access sponsored lenses, exclusive geofilters and a mobile game, "Pepsi Summer Quest," on Snapchat.
Droga5's new digital push for MailChimp shows how the brand can beat the black hole of advertising by giving marketers better automation tools and return on investment, as well as helping them to find the right consumers on Instagram and Facebook. One humorous spot features talking a black hole menacingly describing how he's there to make marketers feel uncertain, before inadvertently giving away the fact that MailChimp can make him disappear.
Google is rolling out a tool called Google Attribution that lets advertisers track consumers across devices and the company's properties, including websites, search and video. Google has also upgraded store visits, which measures how many consumers view digital ads and then physically visit a store, by adding data from YouTube.
It's reported that 90% of consumers are aware of Proactiv, but CEO Jay Sung says brand recognition still requires effort to attract new customers. The strategy is an old and new mix of marketing, with Sung stating, "Going forward, I would say we're going to do roughly one-third branding ads with more of a storyline and about two-thirds of our traditional 'Here's a reason to buy now' ads."
Grey New York's latest push for Gillette's "Go Ask Dad" Father's Day campaign spotlights how 84% of sons would rather ask their smartphone for advice than their dad. A spot shows real-life sons asking a virtual assistant for advice on shaving, love and self-confidence before being stunned by the fact that it was their dads providing the answers all along.
Pinterest has appointed Giant Spoon as its first US media agency of record as it seeks to boost relationships with advertisers and touts its value as "a visual search engine," agency co-founder Marc Simons said. The first campaign is expected this summer.
DDB Berlin is touting the Sony Bravia OLED in a cinematic spot featuring a dad and son traversing a rocky landscape in the dark, before being greeted by Planet Earth rising up in front of them. The sharply detailed planet is actually on a massive display of the brand's screens, and the ad ends with the line "Experience a whole new world."
Apple is encouraging Android users to embrace iPhones in a digital campaign that spotlights how easy it is to make the switch. Ads show split screens with music and photos being simply pushed to the other side, and one spot emphasizing privacy features a man reading a paper while being overlooked by someone before moving to the Apple side of the screen, where he happily peruses it on his own.
Facebook is trialing a product called Audience Direct that enables publishers to sell their own programmatic video inventory in direct deals. ESPN, A+E Networks, Scripps Networks Interactive and Hearst are among those testing the feature.
Badger & Winters' Madonna Badgers explains in this video why Cannes' new guidelines for jurors to watch out for female objectification in ads are important for the industry. "It sends such a strong message that women need to be portrayed as equal in advertising," she says.
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