The World's Buzziest Brands | Adweek The World's Buzziest Brands | Adweek
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The World's Buzziest Brands

Products we can't stop talking about

Samsung
Samsung got traction partnering with James Franco to promote its many products and features. The multifaceted Franco lent his talents in assorted ways—from starring in an online comedy series for the brand to directing and starring in a long-form commercial for the Galaxy Note.
2012 rank: 12
2011 rank: 16
Change: 25 percent


JetBlue
JetBlue’s buzzy campaign offered free flights for voters wanting to leave the country if their presidential candidate lost the election. Dubbed “Election Protection,” it gave away 1,006 round-trip tickets to such destinations as the Bahamas, Mexico, and Turks and Caicos. A dedicated microsite, out-of-home ads and a partnership with BuzzFeed helped build awareness.
2012 rank: 213
2011 rank: 258
Change: 17 percent


Old Spice
Old Spice built buzz through an innovative form of co-branding when its spokesperson Terry Crews “crashed” commercials for Charmin and Bounce, declaring that Old Spice was “too powerful to stay in its own commercial.” The ads launched online first and a few days later on-air.
2012 rank: 327
2011 rank: 364
Change: 10 percent


Axe
In 2012, Axe introduced Anarchy For Her, its first fragrance for women. To support the launch, the brand, in addition to a linear and digital campaign, released a branded interactive graphic novel on YouTube and Facebook, which invited consumers to vote on upcoming characters.
2012 rank: 128
2011 rank: 212
Change: 40 percent


Pine-Sol
A brand that typically targets women, Pine-Sol switched things up by turning a prank on men into an entertaining ad. Pine-Sol invited 50 men to test its products and were caught by surprise when the “Pine-Sol lady” (played by actress Diane Amos) burst in, delivering her “Power of Pine-Sol clean” line to the shrieks of the surprised guys. Released on-air and digitally, the amusing spots also went viral, moving the brand up the BPI—and growing 28 percent among men.
2012 rank: 211
2011 rank: 241
Change: 12 percent


Taco Bell, Doritos
This partnership gave way to the Doritos Locos Taco—made with a shell composed of the favorite snack chip—and helped both brands climb the BPI. A robust digital and social campaign was capped off with a contest in which consumers uploaded Instagram photos of themselves with the Doritos Locos Taco; winning shots were used in TV and Web ads. Taco Bell buzz among women was particularly strong, growing 27 percent YOY.

Taco Bell 2012 rank: 48
2011 rank: 52
Change: 8 percent

Doritos 2012 rank: 131
2011 rank: 187
Change: 30 percent

Photos: Joshua Scott

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