Our digitally fueled world continues to grow more visual with each passing year, with photography and illustration being joined by the constantly evolving worlds of video and animation.
Ever since Lipton's Brisk Iced Tea abandoned its inescapable '90s "That's Brisk, Baby!" ad campaigns from J. Walter Thompson that featured Claymation celebrities, its marketing has focused almost entirely on attracting urban teens by collaborating with street artists. These campaigns have included everything from custom iced tea cans to interactive murals to Brisk Bodega pop-up shops focused on art and music and even a dedicated Tumblr blog. To help launch one of its newest flavors, Pineapple Passionfruit, Brisk continues its run of urban-themed stunts by going after the trendy and loose-with-cash sneakerhead market. The PepsiCo-owned brand tapped sneaker artist Dan "Mache" Gamache of Mache Custom Kicks (whose clients include the likes of LeBron James and Kanye West) to design the first-ever Brisk sneakers. But as with Nike's recent Krispy Kreme shoes, Mache will be customizing only a few pairs of the sneakers, as the brand feels that "keeping these kicks super rare taps into the culture of sneaker hunting."
This week, the Adweek staff is highlighting Nike's new self-lacing HyperAdapt sneakers, Wilson's app-connected basketball and more smart gear for the fitness buff. Take a look!
One afternoon, a sun-tanned 21-year-old actor named Sean Penn sauntered into the Vans store in Santa Monica, Calif., in search of a pair of comfortable shoes. Penn, who had recently landed a movie part playing a SoCal stoner dude named Jeff Spicoli, picked out a pair of slip-ons in a checkerboard pattern.
New Balance wants to be known for more than its sneakers, and it has tapped 17 athletes to help make that happen. The Boston-based brand has evolved into a full-blown athletics company, it says, one that innovates and manufactures products based on athletes' needs.
Advertisers can’t say they weren’t warned. Three years ago, right after joining the Federal Trade Commission as director of the Bureau of Consumer Protection, David Vladeck stood before the ad industry’s self-regulatory group at its annual conference to lay down an aggressive agenda.
According to the folks at Gallup, 20 percent of Americans believe in reincarnation. There’s no telling what portion of the sample works in marketing, but for those people, the belief rate should be higher. After all, we have at least one indisputable case of a brand living, dying and coming back as something entirely different: the Converse Chuck Taylor high-top. Brand reincarnation?