Dunkin' Donuts is officially rebranding in January to simply Dunkin', with a launch campaign created by BBDO New York, Arc Worldwide and Jones Knowles Ritchie. The shortened logo keeps the same typeface and colors and will appear on all packaging, advertising, social and the chain's website.
Global advertising investment in out-of-home is projected to hit $38 billion in 2018, a 3% increase from last year and up 35% since 2010, per Zenith. Rani Molla explores the reasons behind the channel's popularity, including digital billboards that can increasingly target relevant messaging to mobile consumers and the ability to now buy outdoor ads programmatically.
Ryan Reynolds' Aviation American Gin has teamed with Virgin Atlantic to serve the drink on its flights, and the partnership is being touted in a humorous spot from Davos Brands. The digital ad features Virgin Atlantic founder Richard Branson sharing the news while a typically deadpan Reynolds reveals his overly ambitious plans for the collaboration.
MGM Resorts and Sydell Group are touting the new Las Vegas resort Park MGM with a campaign titled "Las Vegas Love Stories," created by Virtue and Michel Gondry and directed by Olivier Gondry. The push features whimsical, cinematic spots that last just 8.2 seconds to reflect research that says that's the average length of time it takes to fall in love.
Coors Light is again focusing on its famous cold-activated packaging in a play to generate enthusiasm about the brand after a sales slump. The brand, which turned to 72andSunny to develop new digital creative for the campaign, says that it plans to release ad spots for television in January and has officially abandoned its "Climb On" campaign, which started in 2016.
To get ahead of the curve and appeal to Generation Z consumers, brands are turning to augmented reality in their campaigns. Deezer used Snapchat lenses so fans could create playlists based on their mood, while Plato allowed users to explore a haunted cabin that tied into its murder-mystery social game "Werewolf."
Leading an iconic brand through the marketing industry's shift to digital media still requires the ability to focus on traditional values, says Dean Rodenbough, vice president of external affairs for Hallmark. Rodenbough says brands that wish to grow need to embrace transparency: "Be crystal clear about what your brand stands for and ensure that everything you do from an employee relations, product, marketing, PR and philanthropic standpoint is aligned with your brand's attributes."
USA Today is promoting its 10-episode podcast, "The City," via an augmented-reality campaign that allows users to view an interactive AR presentation through the company's app. Users can preview portions of the podcast by selecting five visual flags that offer sound bites and images.
The UN World Food Programme, the Global Cinema Advertising Association and Sawa have launched a worldwide social and cinema campaign, created by The Garage Soho and John Hegarty, which features hard-hitting stories to spotlight the potential futures that are lost when children die due to hunger. "Feed Our Future" urges people to donate 50 cents using a Share the Meal app, and an experience on Facebook Messenger enables users to interact with a character from the campaign and find out more about the issue.
Weight Watchers, with help from SYPartners, has rebranded as WW and pivoted from a focus on dieting with a fresh tagline, "Wellness that Works." A revamped app will feature a new rewards program, WellnessWins, and the brand is collaborating on customized content with meditation app Headspace; a new campaign from Anomaly will roll out in December.
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