February 8, 2018

Earlier this week we looked at how audiences responded both positively and negatively to this year’s lineup of Super Bowl ads. While a number of funny spots seemed to go over well with the public, a Dodge Ram ad prominently featuring a speech by Dr. Martin Luther King Jr. decidedly did not. After the commercial aired, thousands took to social media to condemn the company for stealing the words of such an admired humanitarian. Of course, these critics soon Continue reading

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January 19, 2018

Along with his animated colleagues Mickey and Jerry, Chuck E. Cheese is one of the most famous mice in American entertainment. Since 1977 he has served as the mascot for his namesake pizza chain where generations of employees have put on costumes and played the iconic rodent for children’s birthday parties. Of course, the outfit’s design has changed significantly since the company launched as “Pizza Time Theatre” more than forty years ago. But while the suit may be different, the Continue reading

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December 22, 2017

Since 1990, the Mexican beer brand Corona has ran a simple Christmas ad that continues to resonate with viewers. Affectionately called “O’Tannenpalm,” this video looks at how the iconic spot was made and why the company plans on using it for many more holiday seasons to come.

Questions:

  1. Why do you think this commercial has remained popular for more than 25 years?
  2. What are the risks that come with reusing an ad campaign? What are the benefits?
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November 7, 2017

Even though November has just begun, stores across the country are already starting to roll out the tinsel and turn on the carols in preparation for the Christmas shopping season. So as the retail world gets into the yuletide spirit, you may as well do the same and start thinking about what sort of gifts your family and friends would like to receive this year. Perhaps they’re the kind of people who would enjoy spinning a silver-plated yoyo? Or maybe Continue reading

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October 26, 2017

In 2015 the popular burrito chain Chipotle faced a crisis so large that some wondered if the company would ever recover. Towards the end of the year, stories about norovirus outbreaks originating from Chipotle restaurants became national news. People were shocked to learn how this supposedly safe and sustainable place to eat had poisoned hundreds of people with tainted produce. Soon Chipotle’s stock price dropped and its sales plummeted, leading many in the company to worry that its reputation Continue reading

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October 6, 2017

frankieleonTwo years ago General Mills made an admirable announcement when the company pledged to remove all artificial flavors and colors from its cereal brands. The Minnesota-based business noticed that sales of sugary, processed foods had been falling for some time as more consumers turned towards organic and natural options. General Mills figured it could win over these healthy eaters by switching to simpler ingredients. The plan seemed to work at first as the reformulated recipes increased cereal sales by 6 Continue reading

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September 22, 2017

adidasIn 2015 the future was looking bleak for Adidas. The Germany-based apparel company had experienced years of declining sales as they lost market share to Nike’s growing dominance. A new batch of competitors like Under Armour and Skechers took their toll as well, causing Adidas to lose its position as the world’s second most popular seller of sportswear and footwear.

But just as analysts began to write off Adidas as a dying brand, the company set off on a major Continue reading

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August 25, 2017

lyzadanger-diliffFor decades millions of Americans kept their pantries stocked with plenty of established names like Campbell’s soup and Hamburger Helper. Consumers trusted these brands to provide their families with reliably tasty meals in a short amount of time. But Big Food’s dominance could be coming to a close as America’s eating habits change. After all, many modern consumers are eliminating processed foods from their diets while others don’t seem to care about buying name brand items.

Just visit your local Continue reading

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August 11, 2017

annagoldbergwwWhile you may not recognize the name Stephanie Courtney, chances are you know Flo, the cheery saleswoman for Progressive Insurance. Over the last decade Courtney has portrayed the character in more than 140 commercials, becoming “the personification of the company,” according to chief marketing officer Jeff Charney. “She represents our core values of integrity and honesty and transparency and customer service. She’s a character who has character.”

Of course, Flo is far from the only fictional spokesperson to be associated Continue reading

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June 13, 2017

slgckgc-kitkatKitKats first landed in U.K. candy stores in 1935 and the four-fingered bars quickly became a hit. By the 1970s the crunchy chocolate candy had grown from a popular British treat into a worldwide hit. Nestle purchased KitKat in 1988 and solidified the candy bar’s position as a global brand. KitKat has changed little over the course of this long history, retaining its signature four-fingers of chocolate that “break off” with a satisfying snap.

But according to a recent ruling Continue reading

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