Taco Bell Sees Sales Turnaround After Product Rollouts

Taco Bell is seeing a sales turnaround after the launch of its biggest product, the Doritos Locos Taco, and its breakfast rollout on the West Coast.

Overall, Yum’s’s same-store sales in the U.S. increased 5%, with jumps at all three of its chains: Taco Bell, Pizza Hut and KFC. But the largest gainer was Taco Bell, with same-store sales up 6% compared to a drop of 2% in the fourth quarter of 2011.

Yum’s CEO David Novak during an earnings call today pointed to the Doritos Locos Taco, which launched March 8, and the West Coast launch of the chain’s breakfast program as contributing factors. He added that second-quarter gains are expected to be in the “high single digits to low double digits.”

Taco Bell in February launched a new campaign and new tagline — “Live Mas” — created by DraftFCB, which also handles the KFC account. Mr. Novak said that the campaign was launched to “capture the charismatic appeal we have with the youth target audience” and “has been very well-received, very well-tested.” (www.adage.com)

‘Fortune’ 500 Expands Franchise To Full Day of Events

This year, Fortune has been throwing its weight behind editorial franchises. So it only makes sense that the magazine’s biggest franchise—the annual Fortune 500 list—will be rolling out with more fanfare than ever before.

On May 7, the first Fortune 500 Day will kick off with a reveal of the list on CBS This Morning, followed by events including job fairs, the ringing of the closing bell on the New York Stock Exchange, and a Fortune 500 Day Dinner.

“The Fortune 500 has become, in some ways, bigger than Fortune,” publisher Jed Hartman told Adweek. “It made some sense to really take it to the next level and seize the relevance of the conversation today.”

The list is especially relevant when it comes to current political talking points, from the need for employment to the role of corporate America. “The big talk, especially with the election, is job creation, and the Fortune 500 employs 16 million U.S. workers,” said Hartman. “Our slogan has been that although small business are the heart and soul of the American economy, Fortune 500 companies are the backbone—not only in job creation, but in the vendors they support and the products they buy.” (www.adweek.com)

BASF Gives Seattle Mariners Green Boost To Launch ‘Sustainable Saturdays’ At Safeco Field

On April 21 – Earth Day Weekend – one of the greenest clubs in major league baseball teams up with BASF, The Chemical Company, to inspire its fans to follow its lead and start striking out landfills at home. Well on their way to batting 1.000 in their zero-waste program, the Seattle Mariners currently divert more than 80 percent of their waste stream away from landfills into composting and recycling centers.

The Saturday, April 21 Mariners-Chicago White Sox matchup marks the launch of “Sustainable Saturdays, a season-long program at Safeco Field to promote the kind of environmentally-conscious practices that have earned the club the prized position of number one in energy efficiency and number two in recycling in Major League Baseball.

The first 10,000 fans to arrive at the ballpark on Earth Day Weekend will receive a free “Kitchen Catcher” compost kit compliments of BASF, Ecosafe, and Seattle Public Utilities (SPU). Inside are five compostable bags produced with BASF’s Ecovio biodegradable polymers.

This weekend’s game also marks the launch of the BASF Kid Compost Trivia game where fans compete for a chance to win an Amazon Kindle Fire and appear live on the centerfield video board at the end of the seventh inning. (www.sponsorship.com)

24 Hour Fitness Announces Sponsorship Plans For Team USA At The London 2012 Olympic Games

In celebration of the 100-day countdown to the London 2012 Olympic Games, 24 Hour Fitness, a proud official sponsor of the United States Olympic Committee and the Official Fitness Center Sponsor of the United States Olympic and Paralympic Teams, has unveiled its plans in support of Team USA this summer.

“Our sponsorship of the USOC is a natural partnership, given our similar commitments in helping people toward reaching their performance goals – whether they are U.S. Olympic and Paralympic hopefuls or working out for the very first time,” said Carl Liebert, chief executive officer, 24 Hour Fitness. “Every day, 24 Hour Fitness supports the fitness goals of our four million members across the country, and it’s an honor to support the U.S. Olympic Team at the London 2012 Olympic Games by doing what we do best — helping people succeed with fitness and performance.”

As part of the company’s sponsorship plans, 24 Hour Fitness has designed a program that ensures support of Team USA before, during and after the closing ceremony of the 2012 Olympic Games. Efforts include:

Support in the design and outfitting of Team USA’s High Performance Training Center (HPTC) in London

Staffing of the HPTC by 24 Hour Fitness Ambassadors

Equipment donations and expertise at U.S. Olympic Training Centers

Partnerships with four U.S. Olympic and Paralympic athletes and hopefuls for the 2012 Games who will represent the company as Team 24 Hour Fitness

Fitness support for more than 500 U.S. Olympic and Paralympic athletes and hopefuls (www.sponsorship.com)

Wipro Strengthens Partnership With The San Francisco Marathon

Wipro Technologies, the Global Information Technology, Consulting and Outsourcing Business of Wipro Limited announced that its partnership with the iconic community event, The San Francisco Marathon (TSFM) has reached the next level, with Wipro becoming the marathon’s title sponsor for 2012. The 35th annual Wipro San Francisco Marathon will take place on July 29, 2012 in San Francisco, California.

The first marathon held in San Francisco was run in 1977 and has since evolved into one of the most celebrated and challenging urban road races in the United States, with over 2,000 of the 25,000 participants traveling from around the world, to be part of the event. It is also a fundraising event which has generated about $11 million for charitable causes since 2002.

In 2011, Wipro began its partnership with TSFM as a ‘Presenting Sponsor’ of the race. The San Francisco Marathon has been known as the “tech marathon,” offering cutting edge technology resources including runner and spectator mapping and tracking to participants, as well as virtual couponing and high tech apparel.

In addition to being the title sponsor of the 2012 Marathon, Wipro will provide consulting and technology recommendations to TSFM to enhance user and participant experience. The recommendations are based on research Wipro did with local running communities and athletes, to better understand their needs. The services include enhancing the Marathon’s existing web pages with video based content from local experts. The videos will cover inspirational local stories of determination and courage, tips for optimal performance, nutrition, running and event-specific tutorials. (www.sponsorship.com)

Castrol Announces Weekly Castrol Index For Major League Soccer For 2012 Season

Today, Castrol, the official sponsor of Major League Soccer (MLS) announced that the Castrol Index for MLS will be updated on a weekly basis. The Castrol Index, a proprietary technology that objectively ranks a player’s performance, was launched in 2008 with Castrol’s official sponsorship of the UEFA Euro2008 tournament and is now used the world over–supporting the five major European Leagues and the UEFA Champions League, in addition to MLS. This innovative tool analyzes and tracks every player’s move, providing statistical data and insightful analysis to fans, players and coaches to enhance their engagement with the game.

“Castrol is thrilled to continue its partnership with Major League Soccer and provide fans with weekly updates to the Castrol Index MLS Rankings during the 2012 season,” said Carolyn Eckert, Director of Promotions, Sponsorship and Creative Services. “The Castrol Index builds on our more than 100 years of technology leadership. Castrol is focused on creating the best products and experiences for our consumers.”

Castrol is announcing this change on the heels of a successful inaugural year with MLS by providing an opportunity for fans to connect with the sport through the introduction of the Castrol MLS Index and Castrol MLS Predictor. With a proprietary technology, these tools ranked player performance and predicted which team would be triumphant at the MLS Cup championship game. Increasing the frequency of the Castrol Index rankings will ensure fans have the most updated statistics, making the Index more timely and relevant as fans watch for exciting player movement throughout the season. (www.sponsorship.com)

C2O Pure Coconut Water To Sponsor Long Beach International City Bank Marathon

C2O, a locally-based maker of 100% natural coconut water with nutritional properties, is the newest sponsor of the Long Beach International City Bank Marathon & Half Marathon. The three year deal includes title to the Running Club Leaderboard and the innovative “Live Rejuvenated” campaign. Southern California’s premier fall marathon event is held Oct. 5 to 7, 2012.

Approximately 25,000 runners and cyclists are expected to participate in the full marathon, half marathon, 26.2 Bike Tour and Run Forrest Run 5K on Sunday, Oct. 7, 2012 along with 2,000 children taking part in The Aquarium of the Pacific Kids One-Mile Fun Run on Saturday, Oct. 6. An estimated 50,000 people attend the two-day Health and Fitness Expo while and additional 50,000 attend the Finish Line Festival. The event has raised and donated over $3.5 million to its official charities since 2005. For more information please visit www.runlongbeach.com.

C2O Pure Coconut Water is preservative free, fat free, gluten free, and contains naturally occurring electrolytes and a neutral pH. Coconut water provides 18 of the 20 essential amino acids and has a low Glycemic Index of 35. In short, C2O provides hydration for world-class athletes, in addition to those who just like feeling hydrated and in top condition overall. In addition to partaking in the Long Beach International City Bank Marathon Expo, C2O will also be hosting a C2O Hydration Station near the finish line on race day.

“C2O Pure Coconut Water is glad to be a part of an event that happens literally blocks away from our offices. This is a great opportunity for athletes to fulfill their naturally occurring electrolytes, and see our brand and logo in action,” said Adam Biggs, VP of Sales and Marketing at C2O. “Providing the crowds with coupons, temporary tattoos, and other race day goodies, the C2O Hydration Team promises to create an atmosphere that fans will appreciate. And just when you thought things couldn’t get any crazier, be sure to look in the sky for C2O’s aerial billboard.” (www.sponsorship.com)

Now, Eli Manning’s Following Peyton Into Comedy

Eli Manning is used to speaking in football terminology, so it was not altogether surprising that he fell back on familiar jargon when discussing his coming appearance as the host of “Saturday Night Live.”

Manning is hardly the first N.F.L. quarterback to host the comedy show; he won’t even be the first quarterback in his own family. His brother Peyton had a turn in 2007. But Eli is known to be more reserved than Peyton, so he is admittedly “anxious” about what the writers and cast members will want him to do when he hosts the show May 5.

Perhaps that is why, in discussing his preparation for the show, he sounded a bit as if he were gearing up for an important game against an N.F.C. East rival. First, Manning mentioned conversations with Peyton in which he grilled his brother on the specifics of the rehearsal week schedule; then Manning cited other athletes who have hosted the show, like Derek Jeter, Tom Brady, Michael Phelps and LeBron James.

Alas, Manning said: “I haven’t watched much film on them right now. Maybe when I get there and they have some cutups or they have some highlight reel, I can start looking at a few.” (www.nytimes.com)

Hotels Try New Approach

Renaissance Hotel, part of Marriott International, and Revel, a new resort and casino in Atlantic City, are running lifestyle campaigns intended to attract hipsters. The agencies involved specialize in lifestyle advertising.

Renaissance hired New York-based Anomaly instead of the New York office of McGarryBowen, an agency that is part of Dentsu and employed by most other Marriott brands. Revel hired Mother New York, which has worked with Stella Artois, Tanqueray and Target, because it wanted “someone not tied to hospitality, gaming, who would bring a fresh approach,” said Sid Yu, Revel’s SVP for brand and revenue.

Marriott, which bought Renaissance in 1997, has done no major advertising for the brand, even though Renaissance now includes 151 four- and five-star hotels in 34 countries — about 8% of all hotel rooms offered by Marriott International’s 17 brands.

According to Dan Vinh, Renaissance’s vice president of marketing, Renaissance hotels aim to offer “a noncookie-cutter, unique experience, targeting travelers who are looking for more than a place to be productive or get work done. They are stimulated by their environment. They want to experience things.” (www.mediapost.com)
Adidas In NFL With RG3, Tannehill

With its Reebok unit having been replaced by Nike as the league’s official outfitter, adidas is upping the ante in its shoe division via a marketing campaign starring Robert Griffin III and the signing of Ryan Tannehill, both of whom will be top QB picks in the upcoming NFL draft. (www.mediapost.com)
Ford Bets On SUVs In China

Ford Motor Co. is expected to introduce a full lineup of crossovers and sport utility vehicles next week at the Beijing International Automotive Exhibition, banking on a growing middle-class appetite for larger vehicles to help it pull ahead in China. The automaker will signal its intention to take leadership in the SUV segment in the world’s biggest auto market Monday. Beijing has become the most important auto show of the year for Ford and other automakers looking for quick global growth. Ford will debut four vehicles as part of its plan to bring 15 new vehicles to China by 2015. That would make China the only market in the world that sells Ford crossovers and SUVs in every size category. (www.mediapost.com)
JetBlue To Plant 83,000 Trees To Honor Customers

JetBlue is pledging to plant 83,000 trees — or one to honor each customer flying this Earth Day, April 21.

The New York-based airline will plant an estimated 83,000 trees throughout municipalities in North and Northwest Haiti through August. The trees will help to rebuild areas impacted by the 2010 earthquake including the municipalities of Arcahaie, Cabaret, and Montrouis.

Hundreds of volunteers alongside JetBlue crew members will also plant nearly 100 trees on April 21 in Long Island City, Queens as part of the airline’s 5th Annual “One Thing That’s Green” program, which is part of the “Color NYC Green.”

New Yorkers interested in planting trees on April 21 are asked to register in advance at www.jetblue.com/trees. The day-long festivities, in partnership with the New York Restoration Project and MillionTreesNYC, will take place rain or shine. (www.mediapost.com)