Posts tagged brands
Brand New: Italian company GF Group’s new Fratelli Orsero brand, which was unveiled this week. The new trademark was created following the termination of the importer’s long-standing marketing agreement with Fresh Del Monte.
Two strategies are open to B-brands suppliers. Either invest in quality and target the premium market, or specialise in private label.
Ho ho ho… Green Giant Fresh-branded kiwifruit, just one of the many fresh fruits and vegetables marketed under the famous trademark in the US. Following the signing of a major marketing deal in Spain, the Green Giant could be making similar strides in the European market.
A truly (POM) wonderful idea…
What’s the best most effective way to boost awareness of POM Wonderful 100% Pomegranate Juice in the world’s major consumer markets? By sponsoring a film all about product placement, of course!
And that’s exactly what the brand has done, putting its name to POM Wonderful Presents: The Greatest Movie Ever Sold, which is maverick film-maker Morgan Spurlock’s follow-up to Super Size Me and Where in the World is Osama Bin Laden? The movie is a documentary about branding, advertising and product placement that is financed and made possible by the very brands, advertising and product placement of which it makes mention.
At this very moment in time, following the film’s premiere at the Sundance Film Festival on Saturday 22 January, a whole raft of print and audio-visual reports, interviews, reviews, previews, commentaries and blog posts (this one included) are being posted on the internet, published in newspapers and magazines, broadcast by radio and television media and forwarded, liked, bookmarked etc by people around the world.
It’s fair to say that it appears the majority of them mention POM Wonderful, while all of those who end up seeing the documentary will apparently be left in no doubt who the piece’s main sponsor is and what it sells.
Andalusian fresh produce organisation Hortyfruta has been ordered to change its Lola brand (left) after a complaint from Italian importer Dal Bello, which markets bananas under its own Lola trademark (right), was upheld.
