BRANDS ON THE VERGE

Coca-Cola Opens New Learning Lounge in Jakarta

brandsontheverge — Thu, 18 Aug 2011 20:42:23 +0000

Coca-Cola continues to make social investments with its new Learning Lounge in Jakarta, Indonesia developed in partnership with Dewi Hughes International Foundation, which shares the corporation’s vision in promoting learning and reading habits to Indonesian youth. The Lounge is designed to provide a modern space for Jakarta’s youth to gather as a center for learning activities. It is equipped with books and IT facilities, providing a variety of information on relevant issues such as the environment, active and healthy living, and skill building.

Since 2000, Coca-Cola has been successfully developing the Learning Center program, which turns conventional public libraries into centers of active learning for local communities. To date, the Coca-Cola Foundation Indonesia has developed 33 community learning centers across 14 provinces in Indonesia, benefiting 5 million people annually.

“We believe that youth have the potential to be agents of change,” Titie Sadarini, Chief Executive of Coca-Cola Foundation Indonesia stated. However, there are few infrastructures for them to maximize this potential. Continuing the success of the Learning Center program, we are proud to expand the concept for urban youth community and provide them with facilities and inspiring programs that will support positive learning activities for them.”

Pepsi Makes its Blast from the Past Permanent

brandsontheverge — Wed, 13 Apr 2011 15:35:38 +0000

Expect to see more ads of girls with Farrah Fawcett-like hair, bell bottoms, and other 70s images, as Pepsi’s throwback soft drink containing real sugar in retro cans has become a permanent addition to Pepsi’s products. In early 2009, Pepsi released a limited batch of Pepsi brand soft drinks toting real sugar and not high fructose corn syrup–sugar’s substitute beginning in the 1980s largely due to the tariffs imposed on sugar. During this time most soft drink manufacturers switched to a less costly high fructose corn syrup, which has been linked to several health problems.

The 2009 release of Pepsi Throwback saw strong sales, resulting in another run later that same year and then a third release in 2010. Last month Pepsi announced that Pepsi Throwback and Mountain Dew Throwback are here to stay. The brand outreach strategy for these products includes a Facebook page where fans can upload Pepsi-drinking and 70s and 80s-era images and a Twitter page devoted to Pepsi and 70s and 80s nostalgia. The Throwback Facebook page includes a conduct code for users that manages to be direct without being heavy-handed. Read more.

Inc.’s Evolution of Corporate Logos

brandsontheverge — Tue, 12 Apr 2011 14:32:20 +0000

From tiny facelifts to full on reconstructive surgery, Inc.’s The Evolution of Corporate Logos takes a look back at where the logos of some of the world’s most recognizable brands started from. Several logos have gone through a number of iterations. Many of which, like IBM’s logos over the years, would be unrecognizable today.

Others have kept the general look and feel and have changed reflecting the times. The ubiquitous Shell logo lost the world “Shell” over the years, and we see that Walmart has returned to its roots and is now back to using its original light blue hue.

Arguably one of the most recognizable logos in the world (second only to McDonald’s), Apple started out with a rather complicated design with Sir Isaac Newton under an apple tree. Fortunately, the company employed the genius of designer Rob Janoff who designed the solitary apple synonymous with innovation today. Other brands with an evolution worth mentioning: Kraft, Tropicana, Coca-Cola, and De Beers. Read More.

Starbucks Changes Logo…Again

brandsontheverge — Wed, 05 Jan 2011 21:54:12 +0000

With its new look, Starbucks will set out to prove when your logo is as ubiquitous as its 40-year old siren, there is no need for words. Starbucks has “refreshed” its logo by removing “Starbucks Coffee” from the outer ring of its logo, leaving a borderless siren emblem. The change is regarded as more than cosmetic and is said to reflect the company’s strategic expansion into other products, and eliminating the word, “coffee” will aid in the growth of its brand extensions.

The logo preview is part of a soft rollout, beginning with Starbucks employees. The new look will be present in stores in March 2011. The company’s website provides more on what CEO Howard Schultz sees as the future of his brand. Read more.

Financial Times Special Report: The Future of the Car

brandsontheverge — Wed, 06 Oct 2010 16:27:01 +0000

Exotic, lighter materials. Electric, hybrid, and solar power. What’s in store for the automobile industry? Read more. (Financial Times)

Marchon Eyewear Loses Coach Licensing to Luxottica Group

brandsontheverge — Wed, 06 Oct 2010 16:06:38 +0000

Coach ends its relationship with eyewear manufacturer and distributor, Marchon, as it recently announced its deal with Luxottica Group SpA and U.S. to make prescription eyewear and sunglasses under the Coach, Coach Poppy and Reed Krakoff brands.

This partnership is expected to add more than $100 million in sales per year after full launch in January 2012. Luxottica’s portfolio contains such luxury brands as Bulgari, Prada, Chanel, and Dolce and Gabbana. Adding Coach to their roster will give them a stronger footing in the North America and Asia middle market or accessible luxury.

Andrea Guerra, Chief Executive Officer of Luxottica Group stated, “We are very excited and proud to be entering this new partnership with Coach, one of the most important accessories brands in the world. Over the years, Coach has enjoyed increasing global recognition and is now greatly appreciated by consumers throughout the world, and we are confident that this partnership will be mutually beneficial. Read more. (Luxottica Group)

London Fog Gets Sexier

brandsontheverge — Sat, 02 Oct 2010 23:53:10 +0000

AMC Mad Men fans will recall last season’s episode where Don Draper, formerly of Sterling Cooper and now of Sterling, Cooper, Draper, Pryce, pitches a sexy ad to London Fog to sell their trench coats. The episode ends with London Fog not biting, but in real life the brand has taken a sexy turn with actress Christina Hendricks, better known as Mad Men’s Joan Holloway Harris, as the spokesperson for their new multimedia campaign. Hendricks said about the brand, “London Fog is a classic brand, which I love. It also ties in to Mad Men. We used London Fog in the show, and this was a nice way to tie everything together. The trench is such an iconic shape for men and women. It works for anyone – it worked in the 1960s, and it works now.”

The print campaign will roll out in October magazines such as Elle and InStyle. London Fog is a part of Iconix Brand Group, Inc., and its categories include outerwear, handbags, footwear, luggage, children’s outerwear, cold weather accessories, home, eyewear and umbrellas. Past London Fog spokespeople have included Eva Longoria Parker and Tony Parker, Gisele Bundchen and Teri Hatcher. Read more. (PRNewswire)

99 Brand Problems: American Apparel Faces Potential Restructuring after Blunders and Turmoil

brandsontheverge — Sat, 02 Oct 2010 21:50:20 +0000

After a series of problems ranging from sexual harassment claims to deplorable hiring practices that damaged the company’s integrity, Reuters reports that American Apparel is potentially seeking a restructuring firm at the urging of their lender, Bank of America. AA stock has severely plummeted, and the company may be facing a lawsuit by a shareholder who believed American Apparel did not relay the true financial state of the company.

According to WWD, American Apparel’s lenders at Lion Capital have agreed to alter the terms of their agreement, allowing the retailer to avoid what seemed like impending bankruptcy. Lion Capital partner Lyndon Lea stated, “Lion Capital has enormous admiration for both American Apparel and its founder, Dov Charney,” he said. “We are working together with Dov to realign the capital structure of American Apparel to support a number of key initiatives within the business, including the hiring of several new senior executives.” So far, the deal has had positive effects. American Apparel’s stock rose 16.3 percent to $1.43 on Friday.

CEO Dov Charney and company are also taking a new preppy and less risqué approach to marketing to salvage the brand by using the likes of actor and comedian Drew Carey in a throwback game show-styled commercial and a recently released ad titled, “In Bed with the Boss,” featuring Charney with two employees working on a laptop. Read more. (WWD)

Google Celebrates Pac-Man’s 30th Anniversary with Logo Game

brandsontheverge — Fri, 21 May 2010 21:14:00 +0000

The ever-innovative Google celebrated the 30th birthday of Namco Bandai’s Pac-Man. Google transformed its homepage logo or Google doodle, into a small replica of the legendary arcade game. Since it’s inception in 1980, Pac-Man has become synonymous with arcade games of this era. Pac-Man is arguably one of the world’s most recognizable video game brands and 80′s popular culture icons. The brand is licensed in over 250 countries, extending beyond gaming to include tees, toys, accessories, and electronics. A few years ago, a surge in retro gaming and other 80′s kitsch created a renewed interest in licensing for the Namco brand.

Google has used its homepage as a canvas to celebrate several holidays, historical figures, and causes. Aside from its Google for Doodle contests, which calls for school-aged children to submit clever drawings based on the search engine’s logo, this is the first time Google has developed an interactive use of its logo’s interface. Read more. [The Street]

LVMH Adds Luxury Resorts to Its Portfolio with Oman and Egypt Locations

brandsontheverge — Thu, 22 Apr 2010 15:24:18 +0000

LVMH Moët Hennessy Louis Vuitton, the world’s largest luxury goods company, will develop resorts using the name of its Bordeaux winery, Cheval Blanc. The company’s first location, the Michelin-starred French ski resort, Courchevel opened in 2006. Two more hotels are scheduled to join the new chain by 2012 in Oman and Egypt under the newly formed LVMH Hotel Management.

LVMH intends to tread lightly to limit its exposure to the risks of the often turbulent hotel industry. LVMH will run the resorts under management contract, but will not own the property, and Egypt’s Orascom Development Holding AG will front most of the costs of the Oman and Egypt locations. The Sultanate of Oman would finance an estimated 30 percent and Orascom will assume the remaining 70 percent. LVMH’s hotels will be touch points and sales outlets for many of the company’s brands. For instance, the Cheval Blanc in Courchevel has a Givenchy spa, and visitors can buy its Louis Vuitton and Dior merchandise in the hotel. Read more. (WSJ)