Samsung, Walgreens, Chobani, Mango, T-Mobile, Halsey, Fiverr, Cheetos, Doritos … and more brands targeting the U.S. consumer right now.
Samsung Electronics America, Inc. and Twitch announced a partnership that secures Samsung Galaxy as the exclusive mobile device partner of Twitch Rivals North America (“Twitch Rivals”). Twitch Rivals is a series of competitive, online events designed from the ground up for Twitch streamers and viewers. Through this partnership, Samsung and Twitch Rivals will create the next wave of mobile gaming heroes with a year-long program featuring regular, exclusive mobile gaming challenges and events. Events will feature Samsung’s lineup of Galaxy 5G-enabled mobile gaming devices. Samsung and Twitch Rivals are coming together to kick off 2021 with a live, Twitch Rivals broadcast on January 13. Other events are planned shortly thereafter, including a Twitch Rivals Mobile Challenge powered by Samsung Galaxy 5G devices. “Our flagship Galaxy devices help gamers win, with high-resolution screens and advanced processing power to deliver an amazing gaming experience. And, of course 5G can help to deliver the low latency environment gamers want, especially in multi-player environments,” said Jude Buckley, Executive Vice President of Mobile, Samsung Electronics America.
Walgreens is expanding its financial services offering in partnership with Synchrony and Mastercard, as part of its ongoing commitment to offer differentiated healthcare services and benefits to customers. In the coming months, Walgreens will launch credit cards, issued by Synchrony, as well as a prepaid debit card, both of which will be powered by the Mastercard network. The credit cards will closely connect with Walgreens new customer loyalty program, myWalgreens, which launched in November 2020, and cardholders will be able to receive myWalgreens cash rewards and other offers. Additionally, the flagship, co-branded credit card will offer a wider range of benefits provided through Synchrony and Mastercard when used at other retailers and service providers.
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T-Mobile has awarded its US $ 2 billion media account to Initiative , a unit of Interpublic Group (IPG). The award followed a review that began last September and included Sprint which T-Mobile acquired last April. Incumbents included Publicis Groupe and WPP agencies as well as Horizon Media. “Now that Sprint is part of T-Mobile, we’re operating on a bigger scale and taking on bigger and bolder goals. As part of that, we reviewed agency relationships over the last few months. Our team heard from the best of the best and saw incredible thinking to help fuel our next phase of growth. We are grateful to those who took part and congratulate the team at Initiative for their well-deserved success!”, T-Mobile CMO Matt Staneff said in a statement. Spark Foundry and Essence lost the business, and Horizon retained the Sprint Boost account, which is now owned by Dish.
Halsey launches D2C Brand
Created by multimedia, award-winning artist and author Halsey, about-face is a multidimensional color beauty brand rooted in innovation, self-expression and high-performance with customer experience as its highest priority. Set to launch direct-to-consumer via www.aboutface.com on January 25, 2021, about-face celebrates the many facets and forms of expression that live in each person. about-face provides the tools to create looks that highlight authenticity and uniqueness in every form, recognizing that there is no one version of us.
about-face will be sold direct-to-consumer in the US, Canada, UK and Europe on www.aboutface.com, as well as via an exclusive year-long partnership with Ipsy, featured in the newly launched and limited edition Glam Bag X on www.ipsy.com. The next about-face drop will be Anti-Valentine’s Day, a limited-edition matte lip range launching in early February 2021.
Greek yogurt giant Chobani entered the coffee category with the launch of Chobani Coffee. Its new four-product line features two vegan options: Cold Brew Pure Black (black coffee with no sugar or dairy) and Cold Brew with Oat Milk (coffee blended with the brand’s Chobani Oat milk). One serving of these beverages provides the caffeine-equivalent of one cup of coffee and the line is now available at retailers nationwide for a suggested retail price of $4.49 per 32-ounce multi-serve carton or two for $7 on promotion. While the brand is also expanding its dairy-based options in conjunction with its launch of vegan products, its oat milk and creamer business has seen triple-digit growth while its Greek yogurt business grew by double-digits. “Nutrient dense Greek yogurt and coffee have long been a perfect pair, fueling our lives throughout the day,” Peter McGuinness, president and COO of Chobani, said. “Chobani Coffee is crafted from single origin 100 percent Arabica beans, geared for the passionate coffee drinker looking for cold-press brews who love the added taste of creamers made from farm fresh milk and oat milk.”
Superbowl: A first for Fiverr…
Fiverr, an online market for freelance services, which provides a platform for freelancers to offer services to customers worldwide, is debuting as a Super Bowl advertiser running its first Super Bowl ad during Super Bowl LV on February 7, 2021. The new ad will be an evolution of the company’s recently launched campaign, “It Starts Here”, which went live in September 2020 and focused on SMBs as they navigated digital transformation with support from freelancers on Fiverr. “It doesn’t get any bigger than the Super Bowl from a branding and marketing perspective,” said Gali Arnon, Chief Marketing Officer at Fiverr. “We believe this is a major opportunity for us to introduce the world to Fiverr in a unique and creative way. The spot will get to the very heart of how Fiverr supports businesses around the world. We can’t wait for everyone to see what we’ve created.” Marketing presence at one of the world’s biggest sporting events follows several milestones for the company, including a successful IPO, a new brand identity and evolution, global investments in TV advertising, and a number of advanced technological innovations. Fiverr’s Super Bowl ad is expected to run during the third quarter of Super Bowl LV and will include campaign extensions across marketing channels throughout the remainder of the year.
… and Cheetos and Doritos Return
Cheetos is popping back into the Super Bowl ad scene for the first time in over a decade to debut its biggest innovation in a decade — Cheetos Popcorn — on the world’s largest advertising stage. The :30 TVC spotlights the orange and red dust that all Cheetos fans proudly wear on their fingertips, known officially as Cheetle®, and will kick off Cheetos’ newest marketing campaign, “It’s a Cheetos Thing.” Beloved ’90s hip-hop star MC Hammer is the star of the new commercial, as seen in the teaser released today on Cheetos’ social channels. The teaser video explores the origins of one of MC Hammer’s most beloved songs, “U Can’t Touch This” — which celebrates its 30th anniversary this week — and asks the question, “Was Cheetos and Cheetle the inspiration behind the iconic track?” Fans are transported back to the 1990s before MC Hammer debuted his hit song, showing that it all began with a bag of Cheetos and Cheetle-covered fingertips. The teaser is in preparation for the full Super Bowl commercial that will give a nod to Cheetle-covered fingertips being not just a delicious treat, but a permission slip to escape the mundane routines of everyday life. “Cheetos is such an iconic and beloved brand that has gained even more popularity in the last decade, so we saw the Super Bowl as the only fitting place to debut our biggest product launch in a decade with Cheetos Popcorn,” said Rachel Ferdinando, SVP and Chief Marketing Officer, Frito-Lay North America.
Doritos, one of the flagship brands from PepsiCo’s Frito-Lay division, is bringing the country’s favorite country-meets-rap musical duo — Lil Nas X and Billy Ray Cyrus — together for another head-turning collaboration alongside critically acclaimed movie legend, Sam Elliott. The campaign fits directly into Doritos’ newly revamped mantra and tagline, Another Level.
Fans were able to get a first glimpse of the commercial in a teaser video Doritos dropped last week that brought them straight to the scene of a country Western town named “The Cool Ranch.” Known from a wide array of work — including many Western films — Sam Elliott recited the lyrics to “Old Town Road,” leaving fans guessing what comes next. Today, Doritos is dropping a new teaser titled “Bassquake” on its social channels that helps fans start to put the pieces together. The 2020 TVC will be the first time that the beloved Cool Ranch flavor gets the spotlight in a Doritos Super Bowl ad. \
Mango will launch its debut homeware line in April. The Spanish brand joins a number of high street labels to enter the interiors market, including H&M, Zara and Urban Outfitters. The collection will focus on textiles, all of which will made with sustainable materials, spanning bed linen, duvet covers, cushions, blankets, towels and bathrobes. The debut offering will also include candles, incense sticks and loungewear to either sleep or relax in. Eighty per cent of the products will be sourced locally, amplifying the company’s commitment to eco-friendly practices. Items for the bathroom and kitchen will be added for autumn/winter 2021.