Unilever’s Degree deodorant launched as a unisex brand nearly a quarter century ago, and in 2005 it split into Degree Men and Degree Women, each with distinct marketing approaches. Now, for the first time, Unilever is promoting both sub-brands in a unified ad campaign. It features famous athletes “crossing over” to train in other sports – an apt metaphor...
BLOG 05.18.13
CPG Posts
Posted on 03.14.13
Posted on 12.10.12
Participants in the recent BLUE™ Users Conference: Accelerating Brand Performance saw presentations by current clients of Schawk’s BLUE™ digital artwork management technology. The Chicago event gathered more than 30 representatives from Schawk, Inc. clients for more than a day of presentations, discussions and networking on how BLUE™ has improved their artwork...
Posted on 07.26.12
Yesterday’s BrandSquare.com daily e-mail featured a story from PFSK.com about an intriguing program in French McDonald’s stores, which will give away 5 million reusable and colorful ceramic coffee cups in coming months to encourage customers to try McDonald...
Posted on 06.21.12
Want to know what creativity looks like? This YouTube video of last weekend’s Big Brand Hackathon shows it. More than 150 developers spun out 40 apps in just over one day at a hackathon with a twist: the participation of big brands.
Sponsors Kraft Foods and The Home Depot provided product-marketing briefs to the app-dev teams at the event, the brainchild of Anthem Worldwide, one of Schawk...
Posted on 06.18.12
Private brands have experienced record growth in the past decade. But with less room to expand and with push-back from national brands, private label marketers now face a crucial decision. Should they position their products as direct alternatives to national brand products? Or take a more category-led approach? Or take a brand-centric approach?
In tomorrow’s (June 19, 1 p.m....
Posted on 05.22.12
We’ve been reading more lately about European retailers undertaking product portfolio (or “range”) rationalization, and asked Carol Best, Vice President of Brand Strategy at Schawk's Retail Practice, if it’s a significant trend. She wrote at length on U.K. retail brands emulating U.S. brands in the most recent issue of Schawk Retail Practice’s Checkout newsletter, and...