Pepsi Debuts First Global Campaign

Pepsi is preparing to launch a campaign, “Live for Now,” that positions the brand on the pop-culture forefront around the world.

The campaign, its first global effort, launches in the U.S. on May 7. It is the result of intense consumer research carried out across a variety of markets over the past nine months. The hope is that the campaign and tagline will more clearly define what Pepsi represents and inextricably link the brand with entertainment globally.

“When we look at what Pepsi really stands for, we’ve been an entertainment platform for as far back as anyone can remember,” said Simon Lowden, chief marketing officer of PepsiCo Americas Beverages. “But there have been times in the last decade where we haven’t been in the right place in entertainment around the world, haven’t been at the forefront.”

As part of the campaign, Pepsi will partner with emerging entertainers or artists from a variety of disciplines, from music to sports. The initial spot features a cameo from performer Nicki Minaj, named a “rising star” by Billboard last year. (www.adage.com)

Mark Romanek makes a potent argument for speed over strength in W+K’s new spot

Fast is the new strong. The tortoise never wins.

Those are the key aphorisms—though not the only ones—to be gleaned from Nike Football’s rugged, stylized, eye-catching new spot from Wieden + Kennedy in Portland, Ore., which broke Thursday night during the NFL draft.

Football rules in America, and so football ads must rule over other sports ads. Nike ensures this by always bringing in the big guns. In this case, it’s director Mark Romanek (who made Johnny Cash’s “Hurt” video, among other well-known works, and has also done several Nike ads before) and editor Kirk Baxter (who happens to have won the past two Academy Awards for film editing—for David Fincher’s The Social Network and The Girl with the Dragon Tattoo). Visually, it’s expert stuff—clean and futuristic, set in a space-agey stadium tunnel, where the punchy narrative plays out in little malevolent vignettes and visions illustrating next-level speed, and how it beats strength every time. But despite the fancy visuals, it’s the percussive copy that pushes the spot forward.

“This game is not fast. This game is faster,” says the voiceover. “Strong is no longer strong. Fast is the new strong. Lungs are jet engines. End zones are scorched. The pocket is collapsing faster. The field just got shorter. The slow lose their lunch. The tortoise never wins. And if you’re not faster, someone will let you know.”

Of course the ad is filled with Nike athletes—Troy Polamalu, Calvin Johnson, Darrelle Revis, LeSean McCoy, Ndamukong Suh, Alex Smith, Larry Fitzgerald and Marshawn Lynch. An NFL official, Mike Carey, gets a cameo. And then there’s the tortoise and the hare—with Nike feeling confident enough to turn that old fable on its head. (www.adweek.com)

A General-Store Race Is On

Dollar General Inc., whose discount stores have stolen bargain-seeking shoppers from Wal-Mart Stores Inc., is trying to grab a share of the grocery business.

The idea behind entering the notoriously low margin business? That stocking fresh food and more refrigerated products in midsize stores will drive shoppers to visit more frequently—and increase how much they spend on standard dollar-store fare, from corn chips to children’s clothing.

So far, Dollar General Market stores aren’t nearly as profitable as the company’s traditional dollar stores, which now number 10,000, though the company says the profit gap is narrowing. (www.wsj.com)

Nespresso Coffee Develops a Taste for TV

NESPRESSO, a division of Nestlé that sells single-serve espresso machines and capsules of coffee worldwide, is introducing its first United States television advertising on Monday.

The 30-second spot, which will run on national network and cable television, is intended to introduce Nespresso to a wider audience of American coffee drinkers, among whom single-serve coffee machines are gaining popularity.

The advertising also could help Nespresso fend off new competition from Starbucks, which will introduce its Verismo single-cup espresso machine in the fall; and from collaborators Cuisinart and Illycaffé, and Green Mountain Coffee Roasters and Luigi Lavazza, which are developing single-serve espresso machines.

Michael C. Bellas, chairman and chief executive of Beverage Marketing, a consulting company, said: “Over the last 10 years, the growth of the single-cup pod coffee market has been phenomenal. The category provides variety, customization and good-tasting products that hit consumers where they are.” (www.nytimes.com)

Knicks, in Rout, Beat Rangers for TV Viewers

New York sports viewers made a clear decision Saturday afternoon between playoff series that began at almost the same time. Game 1 of the first-round series between the Knicks and the Miami Heat and Game 1 of the Washington Capitals-Rangers Eastern Conference semifinals started a half-hour apart, and the N.B.A. game was the overwhelming favorite.

Although the Heat blew out the Knicks, 100-67, the local overnight rating for the game was a 7.2, or 531,921 households, in the New York market. The Rangers’ 3-1 victory generated a 3.5 New York market rating, the equivalent of 258,573 households.

But the local rating for the Rangers’ game on NBC grew sharply from a low of a 2.7 from 4 p.m. to 4:30 p.m. to a 4.9 in the final 15 minutes between 5:30 p.m. and 5:45 p.m. (www.nytimes.com)

Team China Basketball signs official sponsor

Hardware wholesaler Würth Group has been named as an official sponsor of Team China Basketball.

Under terms of the agreement, which was negotiated by Team China Basketball’s exclusive global marketing partner Infront Sports & Media, Würth Group will enjoy significant brand presence at all of the Chinese national basketball team’s preparation games in the build-up to the 2012 Olympic Games in London.

Upcoming Team China Basketball games include a number of home matches against the national basketball teams of the USA, Croatia, Serbia and Montenegro, a series of away games in Australia and a further set of games in Poland.

Included in Würth Group’s rights package include on-site branding and courtside signage, various hospitality activities, logo integration on all Team China Basketball media materials and rights to use the Team China Basketball name and logo in marketing and promotional activities. (www.sportspromedia.com)

Shell to sponsor Penske day at Indy

Shell is to be the presenting sponsor of a special day of tribute to Roger Penske, the legendary US motorsport team owner. Penske’s career will be celebrated at the Indianapolis Motor Speedway on the eve of this year’s Indy 500.

The Shell deal is with the Indianapolis Motor Speedway, which is hosting the Legend’s Day.

Shell will offer fans free entry to the event with a US$10 purchase at one of its stores.

“We’re happy Shell is paying tribute to Roger Penske through its sponsorship of a day full of special activities May 26th at the Speedway,” said Jeff Belskus, president and chief executive of Indianapolis Motor Speedway. (www.sportspromedia.com)

Hiscox Focuses On Liability Insurance

Hiscox has launched a cross-platform campaign promoting its customized small business liability insurance offerings.

The campaign, from Tribal DDB New York, aims to raise awareness about Bermuda-based Hiscox’s small business insurance for professional services and to drive business owners to get a customized quote.

Hiscox currently is the only U.S. insurer to enable small businesses to purchase business insurance direct and online in real-time, according to the company.

“The Right Insurance, Right Now” features a video, “Anthem,” illustrating the unique aspects of being a small business owner, such as a photographer working outside of the confines of an office, an IT professional bringing solutions to his clients, and an independent consultant striking a work/life balance. (www.mediapost.com)
Bombay Sapphire Sponsors Film Competition

Bombay Sapphire gin is sponsoring a short filmmakers competition in association with the Tribeca Film Festival.

“‘The Bombay Sapphire’ Imagination Series’ Short Filmmakers Competition” was announced at the festival, which ran April 18-29, by Academy Award-winning screenwriter Geoffrey Fletcher.

Other key sponsors of the film festival were Heineken and American Express.

The competition aims to celebrate endless creativity and the brand’s belief in the power of imagination.

Budding filmmakers can view the script at http://www.imaginationseries.com and can submit their interpretation of Fletcher’s script on the site starting May 8. (www.mediapost.com)
Bird’s Eye Voila! Social Efforts Driving Trial

Birds Eye Voila! is running a new “Try It. You’ll Like It” digital campaign employing its social and online community to drive advocacy, coupon-sharing and trial of the fast-prep skillet meals line.

The brand is rewarding consumers who join its community via its site or Facebook page and become brand advocates by progressing through a tiered loyalty program.

The brand’s site features two promotions: one a registration button, and one a link to its Facebook page.

Bird’s Eye incentivized site users to register for the community by offering them a $1.50 coupon toward their next purchase of a Voila! skillet meal once registrants reached a 25,000 goal. That goal was reached in under two weeks. (Offering existing members a $2 coupon for inviting three friends, by email, to join the community also helped drive registrants.) (www.mediapost.com)