Tsingtao’s Ad Campaign Aims to Capture Attention from East and West
'Drink Tsingtao, Understand China' reads one ad from the Chinese beer label’s newest campaign. Others play on Chinese drinking customs, like 'In China, there’s a penalty for arriving late to drinks: down 3 beers.' Even though they are only displayed domestically, these ads are in English. Approximate Chinese 'translations' in much smaller characters are also included below the main text.
Tue 06 Jul 2010
Zynga and 7-Eleven Partnership Targets Generation Y
Social network game developer Zynga recently launched a promotional deal with 7-Eleven that will connect virtual goods from its online games with roughly 200 million real products sold in 7-Elevens in the U.S. and Canada.
Mon 05 Jul 2010
Clothing retailer GAP enters China market
Gap has unveiled its plans to enter the Chinese market as part of its global expansion strategy. The retailer will open stores and launch an online site by the end of 2010.
Mon 05 Jul 2010
Branding and the World Cup: Part 3
This is the final post from a three part series discussing approaches brands are using during the 2010 World Cup. These three approaches included new product introductions, social media campaigns, and creative brand communication activities.
This post will discuss creative brand communication activities seen during the World Cup this year.
Thu 01 Jul 2010
Branding and the World Cup: Part 2
This is Part 2 of a three part series of blog posts discussing approaches brands are using during the 2010 World Cup.
Thu 01 Jul 2010
Branding and the World Cup: Part 1
This year we can clearly see that brand communication approaches have become more diversified and creative.
Mon 28 Jun 2010
Localization: an opportunity or a mistake for global retail brands?
Even during the global financial crisis the economy of China continued to boom, causing many global companies to increase their investment in here. Global retail brands aim to penetrate deeply into this attractive market, and thus require an effective brand strategy that takes into account brand localization.
Mon 28 Jun 2010
Starbucks continues brand localization in China
As the Dragon Boat Festival approaches, many international food chains are launching their special products for this traditional Chinese festival. Starbucks stood out last year when it launched its “ice zongzi” and received positive feedback from consumers.
Mon 07 Jun 2010
Chinese shoe store “Kangnai” expands into global markets
Kangnai Group, a shoe company originating in Zhejiang province in China, plans to build about 35 new stores abroad in 2010, said Zhou Jinmiao, the Vice General Manager of the group.
Thu 27 May 2010
Dairy Queen celebrates Blizzard’s 25th Birthday with Consumers
Recently, Dairy Queen kicked off a social media promotion to celebrate the 25th anniversary of its Blizzard ice cream treat by asking consumers to upload a one-minute video of themselves on YouTube singing “Happy Birthday” to the Blizzard. For those who weren’t comfortable singing, video submissions could also be in the form of a rap, rhyme or dance.
Wed 26 May 2010
NBC and P&G Connect with Baby Boomers on the Web
The National Broadcasting Company (NBC), a famous American television network, has recently taken actions, together with P&G, to reach an underserved market on the Web— baby boomers.
Wed 26 May 2010
Kimberly-Clark Reaches Out to Entrepreneurial Moms
In order to reach moms with innovative ideas and business ambitions, diaper giant Huggies launched a new program, called HuggiesMomInspired.com, which aims to provide venture capital funding to entrepreneurial mothers.
Tue 25 May 2010
Kraft Tells Branded Stories at Cinemas across America
Recently, the world's second-largest food company, Kraft has signed a marketing alliance with National CineMedia, which will bring Kraft brands such as Oscar Mayer Lunchables, Stride gum and Ritz crackers to movie cinemas. This could be the first time a food brand has created long-form branded content for the big screen.
Tue 25 May 2010
What Chinese tea at Starbucks means for Western brands in China
With last month’s announcement of Starbucks’ plan to offer tea in its hundreds of China-based stores, old questions are resurfacing about how Western brands should approach the Chinese marketplace. Chief among these questions is how to balance advantages of being perceived as a foreign brand with the increased relevance that comes from catering products to a local market.
Mon 24 May 2010
McDonald’s China Introduces Shanghai-Flavored Food during 2010 Expo
During the 10-day countdown to the opening of Expo 2010 Shanghai, McDonald’s officially launched a series of special products with the theme of "I’m lovin’ it--McDonald's Shanghai taste!”. These Shanghai-flavored products include chicken wings with preserved bean curd, sweet-sour boneless pork hamburger, and modern lemon salt soda water. McDonald’s has also made an "I’m lovin’ Shanghai" commemorative Love Bear.
Mon 24 May 2010
Denmark’s JYSK opens store in Shanghai
After setting up its Chinese headquarters in 2009 in Shanghai, JYSK opened its first store in the same city. This Danish retail chain, selling mattresses, sheets, furniture, and more, was founded in 1979 and has been operating internationally since 1984.
Mon 24 May 2010
Athenos Hummus Tries Sponsorship, Advertising to Increase Brand Awareness
The Athenos brand, owed by Kraft Foods, launched an advertising campaign in January at the "Hollywood Helping Haiti Golden Globes" event. (The Golden Globes is held every year, but was specially renamed this year to raise funds for Haiti’s recovery from the recent and devastating earthquake.) The campaign is an attempt to revive the brand’s lagging market share.
Tue 11 May 2010
Cooper Tire Launches “Cooper Angel”
Cooper Tire, a global leader in replacement tires, has recently launched 'Cooper Angels', a new campaign in China. Just like the stars of Charlie's Angels, the three beautiful Cooper Angels are tasked with a big mission.
Tue 11 May 2010
SPAM® Seeks to Enhance Brand Image with Online Recipe Exchange
Hormel Foods, the producer of the canned, precooked meat product known as SPAM®, has been working on a recipe exchange website as a continuation of its “Break the Monotony” campaign. The site aims to improve SPAM’s image and persuade more consumers to purchase the canned pork products.
Thu 29 Apr 2010
Starbucks Coffee Becomes a Tea House in China?
On March 3, Starbucks formally announced the introduction of Chinese tea to its product line in China. The names of the teas are quite traditional, including Bi Luo Chun, Mu Dan, and Oriental Beauty. Customers were invited to enjoy a demonstration of making Starbucks tea from raw materials on site.
Mon 26 Apr 2010
Changyu’s secret ingredients: unique grapes and Chinese culture
SIAL Group, which describes itself as “the world's number 1 Food & Beverage industry trade organizer,” recently honored the Chinese winemaker Changyu by listing it as a top 30 wine brand worldwide.
Mon 26 Apr 2010
Changyu’s secret ingredients: unique grapes and Chinese culture
SIAL Group, which describes itself as “the world's number 1 Food & Beverage industry trade organizer,” recently honored the Chinese winemaker Changyu by listing it as a top 30 wine brand worldwide. Changyu was the only Asian recipient of the award. Yves Benard, president of the International Organisation of Vine and Wine (OIV) called it “one of the top wine brands in the world.”
Tue 06 Apr 2010
“Sui by Anna Sui”: A sub-brand or a copycat?
You must have heard about the famous fashion brand Anna Sui, but do you know Sui by Anna Sui? Recently, when taking a walk around Jiu Guang and Parkson, popular department stores in Shanghai, you are going to find Sui by Anna Sui’s stores standing out in high-traffic locations areas. Does this mean Anna Sui has launched a sub-brand?
Retail Brands Metersbonwe and ME&CITY Face Challenges
Over one year has passed since the Metersbonwe Group, the largest retailer of its kind in China, launched the brand ME&CITY. The young brand, which has been compared to Zara of Spain and H&M of Sweden, emphasizes quality, style and personality.
Wed 31 Mar 2010
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