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Archived entries for In the News

Nickelodeon Teams Up with USPS

Posted on December 23, 2013

Nickelodeon is partnering up with the United States Postal Service for a branded campaign that features their popular children’s series SpongeBob SquarePants.  For a limited time only, USPS mailboxes will be transformed into a “SpongeBob MailPants” in the following cities: Atlanta; Boston; Charlotte; Chicago; Dallas; Hollywood and Orlando, FL; Kirkwood; MO; Los Angeles; Miami; New York; Philadelphia and Washington.

Roughly 25,000 post offices across the country will also be offering postage-paid SpongeBob postcards to encourage Americans to drop something in their local “MailPants” box.

According to AdWeek, Nickelodeon has a “series of videos on the letter-writing process that ties into the campaign as well as printable stationary.” You can witness one of the cobranded mailboxes in person throughout the month of December until the campaign expires on January 5th. We can’t wait until we encounter SpongeBob on a street corner on our next trip into the city!  If you see one, you can upload a picture on social media using the hashtag #SBMailPants to get in on the action with your fellow Americans.

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Holiday Gift Picks- Designer Edition

Posted on December 11, 2013

Looking for a holiday gift for that special graphic designer in your life? Look no further, we’ve found the perfect thing!

It’s Helvetica The Perfume™, a “Modernist” scent for the modern day designer. In the agency world, we are very familiar with different typefaces. In fact, one of the great debates in our agency is Helvetica v. Avenir. Invented in 1957, the Helvetica typeface was created to have no intrinsic meaning so that the content would speak for itself. Since it’s inception, it’s become one of the most popular typefaces in the world.

While we have some cult-followers of Helvetica, others argue that this neutral typeface is just that— too neutral. With this in mind, the folks over at Guts & Glory, a creative collective based out of California, created Helvetica The Perfume™ just in time for the holiday season. In keeping with the theme of the typeface, the perfume consists solely of water, so that the scent won’t get in the way of the wearer’s message. This gag gift is perfect for graphic designers and retails for $62. Also, if you’re looking for a good laugh, check out the Helvetica Perfume Twitter feed, it’s pretty spot-on.

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Ray

Helvetica and Avenir are very different styles of typography and can’t really be compared…both are fantastic

Ray

Cool gag gift though!

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Coca Cola Puts Advertising on Hold—Read Why

Posted on December 4, 2013

Effective November 18th, Coca Cola has suspended all brand advertising. This may sound crazy, as it’s the holiday season and the company is famous for their Polar Bear and Santa ads. But before you jump to conclusions, here’s the reason why: The company decided that the money they would use for advertising would be better spent helping with relief efforts in the Philippines in the aftermath of Typhoon Haiyan.

Coca Cola has already donated much to the relief efforts, including $2.5 million dollars, $600,000 worth of bottled water and another $1 million through the Red Cross. And that’s not all—Company employees have been putting together relief packages for victims of the typhoon as well. In a statement from the Asia Division Director of Coca Cola FEMSA, Juan Ramon Felix had this to say: “We have a long-standing commitment to extend aid to our affected associates and their families, as well as for our communities local, and with our unique capacity to lend a helping hand to these communities, we will ensure that we will continue to provide support through this difficult time.”

We want to take a moment to acknowledge Coca Cola for their generosity and selflessness. It’s nice to know that even a corporation as large as theirs can lend a helping hand to those who need it. Read more about Coca Cola’s Typhoon relief efforts here.

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Curalate Now Offers Fanreel

Posted on October 8, 2013

Curalate, the world’s leading marketing and analytics suite for social media sites such as Pinterest and Instagram, recently began offering a new marketing tool for brands: Fanreel.

According to the company’s website, Fanreel allows brands to use “user-generated content to drive consumers down the purchase funnel. Now you can showcase real people celebrating your products in authentic ways, right on your site, using fan photos from Instagram, Facebook, desktop and mobile.”

This innovative new product allows brands to collect and display brand images that can then be easily linked directly to product pages. Fanreel is customizable to match brand websites, and is optimized for mobile and desktop applications.  To date, big brands such as Urban Outfitters (see their Fanreel from their website below), Under Armour, Rebecca Minkoff and Beauty.com are utilizing Fanreel to celebrate brand loyalists and inspire new customers.  We here at TMG are eager to see how Fanreel will grow and change the landscape of brands interacting with their fans across social media platforms

Would you share your social photos with one of your favorite brands? Let us know your thoughts in the comments below.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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Real-Time Marketing for Breaking Bad–Brands That Got it Right

Posted on October 4, 2013

We were on the edge of our seats during the Breaking Bad series finale this past Sunday. As always with major televised events, brands try and seize the moment and capitalize on all the hype. Real-time marketing can either go really well or terribly bad, depending on the timing and content.

Now with a show as phenomenal as Breaking Bad, almost no brand is worthy of an attempted tie-in. It’s a risky move, as a failed brand plug will elicit a strong negative reaction from die hard fans of the show. With that said, there were two brands that grabbed the bull by the horns and successfully gave a nod to Breaking Bad in a way that the audience loved.

One such brand was Century 21, who created a mock listing of Walter White’s house in Albuquerque, NM. There are little easter eggs weaved throughout the copy alluding to the show. At one point, they even describe the listing as a ranch-style house “fit for a king.” Another brand that nailed it with their timing was Truvia. In their tie-in tweet, they alluded to one of the character’s untimely demise, reasoning why she should have used their product over a competitor’s. If you saw the finale, you will understand why this tweet was right on target.

Either way, these are great examples of real-time marketing where brands took advantage of an opportunity and got it right. See the examples below.

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Google Brands Software with Release of Android KitKat

Posted on September 20, 2013

Google has been known to name its Android software after dessert-themed treats. Past operating system names include Jelly Bean, Froyo, Donut and Cupcake. With the release of Android version 4.4 just around the corner, Google unveiled the latest name to the public. Meet KitKat 4.4, the latest addition to the Android family.

  This is the first Android name that directly ties to a brand, rather than a type of product. While both Nestle and Google claim no money was exchanged in this branded partnership, it’s clearly a ploy for people to eat more KitKats. Around 50 million Android-branded KitKat packages will soon hit the shelves, and there’s even a giveaway on the Android site where participants have a chance to win a tablet with each specially marked KitKat they buy.

Seeing an opportunity, Nestle took advantage of the added publicity and quickly released an ad to go along with the new Android release. In this hilarious ad, Nestle mocks the Apple iPhone ads, describing the features of a KitKat similarly to how Apple describes their snobbishly amazing phones. Check out the ad titled “Confectionary Perfectionary” below, and let us know what you think of Android KitKat.

 

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Campbell’s Soup Latest Brand Extension: Soupy K-Cups

Posted on September 16, 2013

Think you can only make various varieties of beverages with your Keurig machine? Think again. Campbell’s soup is extending its brand to offer a new product line: Instant soup k-cups. My first thought was how gross that sounds, but hey, let’s give it a chance before passing judgment.

In some ways, Campbell’s instant soup makes sense. People love Ramen noodles, and Cup O Noodles, so why wouldn’t Campbell’s make an instant soup to compete in this market? Further, lugging a can of soup around is annoying, and a K-cup is light and easy to throw in your bag and go. The issue for me is that even when I’m making a cup of hot water through my Keurig, it almost always has a coffee residue taste to it. The fact that I may also make my lunch from my coffee machine is throwing me for a loop. All I can picture is a sodium-overloaded soup with a hint of stale coffee.

The soup will be referred to as an on-the-go “snack” and will start by offering 3 varieties, one of which is the classic Chicken Noodle Soup. This product is being marketed towards my psychographic (young professionals) and if I’m not interested in it, I find it hard-pressed that others will be. Would you purchase an Instant Soup K-cup? Let us know your thoughts in the comments!

 

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Gmail Unveils New Inbox; Retailers React

Posted on August 20, 2013

Back in May, Google announced some long awaited changes to Gmail that featured customizable tabs to separate incoming mail by importance.

Now that the feature is steadily being rolled-out to Gmail users, many retailers who rely on email marketing to get in front of consumers are being forced to see what type of impact, if any, this new feature will have on their metrics.  When the new feature arrives, a user’s Gmail account goes from having a standard inbox to a more organized inbox with three tabs: Primary (where emails from friends, family, coworkers, etc. appear); Social (where emails from social media sites such as Facebook, Twitter and LinkedIn appear); and Promotions (where emails from retailers such as Groupon, iTunes, Express, American Eagle, and more are filtered).  A Gmail user can focus on only on their important (or Primary) emails, and ignore promotional emails from retailers all together. This is forcing retailers to rethink their email marketing strategies to ensure consumers still read their messages.

Recently, the LOFT, an American retailer of women’s clothing and apparel, took matters into their own hands by sending a customized message to the Gmail users on their mailing list. The email prompted the readers with step-by-step instructions that would allow the LOFT emails to come through into the Primary tab. Check out the email below:

What do you think of the LOFT’s initiative to make sure their emails still get read on a daily basis? Gmail users – would you consider moving messages from your favorite brands to your Primary tab? Let us know what you think!

 

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Royal Baby Fever

Posted on July 30, 2013

The birth of Kate & Will’s baby boy was kind of a big deal in our agency. In fact, we had an office pool going to guess the sex and birthday of the royal baby. Hats off to you, Noreen, for winning that one! In case you hadn’t noticed, we weren’t the only ones keeping tabs on the little prince. Just about every company under the sun had something to say about the royal birth on July 22nd. Some of these brands nailed it in their presentations, while some fell short.

The trick was to recognize that this was a big moment in pop culture and acknowledge it without overshadowing the royal baby. While some brands sent congratulatory messages to the royal family, others used humor to get their message across. Keep in mind: Regardless of the news you’re sharing, the messaging needs to be consistent with the product’s branding.

We’re going to show you 3 different messages to the royal family from different brands. Two of them hit the mark and one fell flat. Can you point out the flop? Let us know in the comments!


 

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Kelly

Hilarious blog, great way to get involved in the Royal Baby fever! I really like what Magnum and Johnson’s did to tie in congratulatory messages to the Duke & Duchess of Cambridge while still advertising their brands. It pains me to say it, but the Twinkie tweet was the obvious flop!

Don’t get me wrong, I think Hostess’s tweet was hilarious…but it would have been even better if the Twinkie was actually introduced this summer, and not RE-introduced.

[...] moment and capitalize on all the hype. Real-time marketing can either go really well or terribly bad, depending on the timing and [...]

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Chemotherapy Rebranded for Children

Posted on July 2, 2013

Chemotherapy is scary for people of all ages, but especially for children. That’s why JWT, Warner Bros. and the A.C. Camargo Cancer Center joined forces to rebrand chemotherapy into something less terrifying. By repositioning chemo as a “super formula” that will make you stronger, the drugs seem a lot less scary to children with cancer.

To further this rebranding strategy, the children’s chemo room in the A.C. Camargo Cancer Center in San Paulo, Brazil has been redesigned to look like the Justice League. To match the décor, the chemotherapy bags have been covered in superhero motifs from famous heroes like Batman and Wonder Woman. Also included in the room are specially written comic books featuring stories of cancer-fighting super heroes.

With a superhero movie boom in recent years, they’ve become all the rage for girls and boys alike. That’s why the superhero theme was a genius idea that helps children fight cancer in their own way.

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