Posts Tagged "Brand"

BAA Announces The Winners of The First-Ever Brand Brilliance Awards

April 18th, 2013


New York, NY (PRWEB) April 12, 2013

Ranging from Red Bulls Stratos Project featuring Austrian skydiver Felix Baumgartners astonishing 24-mile free-fall from the stratosphere to All-States cutting edge Mayhem campaign, the winners of the inaugural Brand Brilliance Awards were unveiled today by the Brand Activation Association (BAA).

Created by BAA to recognize the most influential and dynamic brand marketers in the US marketplace today, the Brand Brilliance Awards honors individuals for outstanding achievement in brand activation, industry impact, legacy, and creativity in four different categories. The four categories and the 2013 winners in those categories are:

Active Brand Award – Honors the brand marketer who led his or her brand to excel in brand activation by driving equity, engagement, and sales.

2013 Winner Is: Wonderful Pistachios Get Crackin Campaign, Paramount Farms Intl. LLC

Over its four years, the Wonderful Pistachios Get Crackin campaign has become something of a pop cultural barometer. The $ 20 million national campaign expands the humorous thematic of how everyone cracks open a pistachio in their own unique, light-hearted way. The cast of characters promoting the brand has run the gamut from Bristol Palins baby-daddy Levi Johnston, America’s Next Top Model wife Adrianne Curry, and disgraced former Illinois governor Rod Blagojevich. The brands videos have collectively drawn nearly 12 million views, and sales increased 233% after their first batch of viral videos. On February 3, the five-year-old Wonderful Pistachios brand made the ultimate statement of its importance with its first-ever TV ad during the Super Bowl. The ad featured Psy, the South Korean YouTube sensation, singing his “Gangnam Style” song with special lyrics. The Get Crackin campaign was created by the Fire Station Agency in Los Angeles, California.

Game Changer Award – Honors the brand marketer who challenged the status quo, and changed the industry through a unique approach to marketing.

2013 Winner Is: Red Bull Stratos Project, Red Bull USA

On Oct. 14, 2012, Austrian skydiver Felix Baumgartner rode a helium balloon into the stratosphere, about 24 miles over New Mexico, and free-fell, breaking two world records. The event forever altered the potential of content marketing. The energy drink maker not only spent seven years orchestrating and researching the science involved in the jump, but also directed all the coverage and syndicated it to 80 TV outlets in 50 countries, along with a live stream on YouTube that drew a record eight million concurrent views, about 16 times as many views as the summer Olympics at its peak.

Red Bull’s primary YouTube channel has more than one million subscribers; second only to the NBA among YouTube sports channels. The traffic boosts the amount of money the company gets from ads on the channel by brands like Izod and Intel.

Hero Brand Award – Honors the brand marketer who made the world a better place while building the legacy of the brand.

2013 Winner Is: Chipotle Sustainable Farming Campaign- Food with Integrity, Chipotle Mexican Grill, Inc.

Chipotles Sustainable Farming Campaign reflects an important part of their journey towards Food with Integrity, which includes:


????Serving the very best sustainably raised food possible with an eye to great taste, nutrition and great value.
????Supporting and sustaining family farmers who respect the land and their animals.
????Whenever possible, using meat from animals raised without antibiotics or added hormones.
????Sourcing organic and local produce when practical, and use dairy from cows raised without the use of synthetic hormones.

After showing the film called Back to the Start, first online and then in movie theaters, the company decided to turn it into its first national commercial. The ad closely reflected Chipotles own story as they began moving away from using factory farm suppliers 10 years ago. Chipotles goal of trying to make its customers more aware of sustainable ways to farm has been a success. The film has been viewed more than seven million times on YouTube. It was shown on virtually 10,000 theater screens nationwide; and was rated one of the top 10 advertisements in Internet buzz in 2011.

Inspiration Award – Honors the brand marketer who inspired consumers to take action through insightful strategy and superb creative.

2013 Winner Is: All State Mayhem Campaign, Allstate Insurance Co.

The ads depict all kinds of carnage that could be caused by Mayhem in our lives. Mayhem is played by Dean Winter, a recognizable actor who personifies the possible pitfalls that could happen to us, like car collisions, trees falling, the roof of the house caving in from heavy snow and many more. The ads are meant to break through and make viewers think twice about buying cut-rate insurance – are you really protected?

All the ads end with the tagline: Dollar for dollar, nobody protects you from mayhem like Allstate. The ads are funny, and they inform people that in situations where they think they might be on their own, Allstate will be there to help. The agency is Leo Burnett.

Winners and finalists of the first-ever Brand Brilliance Awards will be honored at a luncheon during the BAA Annual Conference on April 3, 2013, in Chicago. With the theme of The Art & Science of Brand Activation, the BAA has created a dynamic two-day program that is a must-attend for anyone responsible for Brand Activation strategies. The prestigious REGGIE Awards, recognizing the top brand activation programs in 20 different categories (in its 30th year), will also be announced and presented during the BAA Conference.

As the organization dedicated to Brand Activation, we felt it was important to recognize those individuals who are responsible for helping their organizations achieve Brand Brilliance said Bonnie Carlson, BAA President and CEO. Their success stories will also inspire other organizations to enhance their efforts in achieving brand brilliance.

For more information on the awards and the conference visit http://www.pmalink.org.

About BAA

The Brand Activation Association (BAA) — the newly rebranded Promotion Marketing Association (PMA) – is the national non-profit trade association dedicated to the industry of marketing disciplines that motivate behavior, activate response and build brands. Representing over $ 750 billion dollars in sales, brand activation disciplines include all the myriad connection points with the consumer, such as digital/mobile/social media marketing, shopper/retailer marketing, experiential marketing, marketing law, promotion marketing, multi-cultural and niche marketing, cause marketing, and sports, entertainment and sponsorship marketing. Founded in 1911, the BAA has championed this industry through its combination of research, education, advocacy, and collaboration opportunities. The organization’s membership is comprised of Fortune 500 companies; top marketing agencies, law firms, retailers, service providers and academia, representing thousands of brands worldwide. The BAA is headquartered in New York City with its affiliate, the BAA Educational Foundation, Inc. For more information about BAA visit http://www.pmalink.org.







 

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Wing Zone Launches New Brand Image with Flavor Makeover and Store Redesign

May 1st, 2012


ATLANTA, GA (PRWEB) April 30, 2012

For the previous 21 years, Atlanta-based Wing Zone, a restaurant franchise that offers flavor experiences for takeout and limited dine-in, relied on great wings to set itself apart from its competitors. With more than 10 national titles at the National Buffalo Wing Festival under its belt, no one could argue that anyone did it better than Wing Zone. Wing Zone, however, challenged itself to stand out among the sea of competitors not based on just food alone, but based on its unique flavor profiles. The new brand identity emerged, called Flavorholics Unite.

Finding our brand identity was a huge breakthrough for us, said Matt Friedman, CEO and founder of the growing franchise. When we created Wing Zone, we created it to fill a very specific need of the guest. After years or trial, error and great successes, we listened very carefully to our guest and learned exactly what they are about. We embraced their personalities and dining-out habits. By doing so, we were able to create a brand umbrella, mission and vision that will guide our growth moving forward.

Additionally, Friedman said he listened to his current and prospective franchise owners, to better understand the footprint they desired. Wing Zones Flavorholic-inspired upgraded units now come in two models, a traditional in-line, limited seating and takeout restaurant and a 1,200 square foot free standing drive thru footprint. The original design features a box between 1,000 and 1,500 square feet, typically reserved for inline retail A locations in Big Box National Retail Centers (Publix, Kroger, Wal-Mart, Target). The total Investment for this model is between $ 200K-300K. The newly upgraded ground-up model is located near National Big Box retailers like Publix or Lowes and costs $ 450K.

Existing franchisees are also rebranding their inline locations to retrofit the Wing Zones new direction. Friedman said each existing restaurant will soon feature the new Flavorholic look and feel, as he plans to have the entire system reimaged in the next 12 months.

It is important for our existing franchisees and customers to experience our enhanced brand image, flavor and model. Each of our existing locations will go through a cost-effective reimaging design within the next year, he said.

On the heels of Wing Zones Flavor launch, the franchises 15 flavor names got an overhaul to position Wing Zone as the flavor masters in the wing category. Its Facebook fans had a hand in helping the company select its newest flavor names, renaming flavors Mild, Medium and Hot to Tame, Buffalo Bliss, and Hot Shot all now proprietary to Wing Zone.

Wing Zone also redesigned its brand to incorporate flavor into everything it does including the logo, menus, marketing items as well as in-store design focusing on new wall d?cor and new locations like its new drive-thru footprint. The campaign also encompasses a consumer engagement component that celebrates the individual tastes and eccentricities that define peoples favorite flavors.

We want a single idea to come to mind when people think of Wing Zone, Friedman said. And thats flavor!

ABOUT WING ZONE

Wing Zone was founded in 1991 at the University of Florida by Matt Friedman and Adam Scott, who were Flavorholics that loved great wings and amazing flavors. The Wing Zone franchise was born in their fraternity house kitchen and the concept started by delivering to fellow college students. After opening several Wing Zone locations around college markets, Scott and Friedman began offering franchises in 2000. Wing Zone now has nearly 100 locations open across the U.S, Panama, Bahamas, and Saudi Arabia, with Dominican Republic, Malaysia and Dubai all scheduled to open in 2012. For more information about Wing Zone visit http://www.wingzone.com.

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Apparel Brand United By Blues New Years Resolution is to Give Life to Old Trash

December 31st, 2011


Philadelphia, PA (PRWEB) December 29, 2011

2011 was a year of big milestones for United By Blue (UBB), the Philadelphia-based apparel company known for its organic cotton t-shirts with vintage nautical motifs and designs that embody forgotten beauty: UBB was a finalist in the Wall Street Journals Small Business, Big Innovation and Businessweeks Americas Best Young Entrepreneurs competitions. 2011 was the year United By Blue went international with retailers in Japan and with its first international cleanup. This years cleanup season was the largest to date since the company was founded in 2010. Since then, UBB has removed over 80,000 pounds of trash at ocean and waterway cleanups around the country.

In 2012, UBB looks forward to addressing one of its biggest challenges. At every cleanup, our volunteers ask us, What do you do with all that trash? says Brian Linton, UBBs Founder and Chief Trash Collector. Now we have an answer.

After UBB became B Corporation Certified, the company reached out to fellow B Corp Method Soap. I knew that Method was working on incorporating ocean plastic into their cleaning bottles, says Linton. Method, with the help of recycling firm Envision Plastics, has created the first bottle made from post consumer recycled ocean plastic. We have a lot of plastic on hand from our cleanups, so it was a no-brainer for us to give our old plastic a new life in Method bottles.

In 2012, United By Blue will become Methods main suppliers of plastic types 2, 4 and 5 and will collect 12,000 pounds of these types of plastic during the 2012 cleanup season. The collaboration goes beyond just sending Method the plastic, as the two brands also plan to co-host cleanups.

UBB is looking to partner with other companies that upcycle items often found at cleanups such as plastic bags, plastic bottles, food wrappers and containers, aluminum cans, tires and Styrofoam. At the end of our cleanups, we are left with more than just a pile of trash, we have hundreds of pounds of resources which could be turned into new products, says Director of Cleanups, Mike Cangi. In the future, we would love to tell our volunteers that the bottles they collect will be made into a new bag or the Styrofoam pieces will be made into a new surfboard.

UBB is forming partnerships in our own backyard as well as across the country. Mayor Michael Nutter of Philadelphia recently visited UBB headquarters, where he shared a common passion and commitment to Philadelphias waterways. Mayor Nutter has set a goal of making Philadelphia the greenest city in America by 2015. United By Blue looks forward to collaborating with the city of Philadelphia with city-wide river cleanup and educative initiatives later in 2012.

Its a natural fit that an apparel company looking to make waves in its industry is headquartered in such a sustainably-driven city, said Director of Marketing, Alli Blum. We look forward to more collaborations to make 2012 our biggest year to date.

United By Blue is an ocean-friendly brand of apparel that removes one pound of trash for every product sold. The brand sells a line of organic cotton t-shirts, canvas bags, and artisan jewelry.

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