Hasta La Creative!

All you've ever wanted is to make it easier for that too-friendly guy you were too polite to while drunk at that party to stalk you the next day. No? Budweiser Brazil has the solution for you, anyway. The Buddy Cup (not a sexual position) comes with a QR code and built-in chip that connects it to your Facebook profile, so every time you toast some rando at a Bud-sponsored event, they gain instant access to your Facebook life. Because the world needs another uselessly hi-tech advertising innovation, and because the bar for being Facebook friends these days needs to be even more like blinking at a stranger passing on the street. Brought to you by Agencia Africa, which was also responsible for Bud's less idiotic Will.i.am magazine ad that doubled as a vinyl record.

Would Stifler’s mom approve? Lingerie retailer, True & Co. is launching a line of bras for MILFs. No, seriously. And while the sexual innuendo is loud and clear, the brand has defined MILF as Mom I’d Like to Fit…as in provide the perfect fitting bra.

Using a Netflix-like algorithm to determine bras size (as opposed to the usual over and under measurements), the brand hopes to make the fitting process easier and more accurate.

A Mother’s Day promotion encourages people to submit photos of their moms for the brand’s Facebook MILF Gallery. Hmm. Wonder how this one will go over.

A dúvida se você deve utilizar QR Code na sua campanha, pode sempre vir acompanhada de um sonoro “não”. Porém, existem casos em que a tecnologia pode servir e chamar atenção, ainda que seja um estorvo para a audiência ter que tirar foto de um código.

Com pouca verba, o Ministério do Turismo do Equador queria indicar o país como um destino de férias. O veículo: as milhões de bananas exportadas para diversas partes do mundo.

Um simples adesivo com QR Code colado na fruta trazia o link para um vídeo turístico, exibindo no smartphone as belezas do nosso vizinho continental.

A criação é da agência Maruri Grey.

Post originalmente publicado no Brainstorm #9
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Blame it on the rain. Or higher payroll tax rates. Or gas prices. Or the continued shift to craft beer and liquor. Whatever the cause, it has been a spring to forget for big beer brands, which after showing signs of life last year are slumping through a brutal 2013 so far.

The latest bad news came from Anheuser-Busch InBev, the world’s largest brewer, which on Tuesday reported a 4.1% drop in sales to U.S. retailers for the first quarter ending in March. Sales for MillerCoors brands, meanwhile, dropped 3.3% in the quarter, parent company SABMiller recently reported, while Heineken USA sales were down by low-single digits. The only big beer marketer reporting gains was Corona-seller Crown Imports, but the importer’s sales were only up slightly, Beer Marketer’s Insights recently reported.

April doesn’t seem to be going much better. The beer business is down 2.8% for the four weeks through April 13, Beer Marketer’s insights reported last week, citing Nielsen. Miller Lite was down by 8.8% in the period, while Bud Light sank by 6%. Budweiser plummeted by 7.7%, Beer Marketer’s reported. Even Coors Light — which has been growing consistently in recent years — declined by 1.8%.

Continue reading at AdAge.com

Twenty years ago, when four large broadcast networks dominated TV, almost every one of their prime-time shows had big ratings. Whether advertisers were releasing a blockbuster movie, introducing a new car or trying to keep their soda brand in the forefront of consumers’ minds, only broadcast TV commercials could deliver the impact many marketers needed. The spots were precious, scarce and perishable. It’s no wonder that a sort of futures market developed around them — the infamous TV upfront — and the gross rating point became adland’s primary currency.

It almost didn’t matter which spots you got in the upfront, as long as you got a guaranteed media weight — your GRPs. You knew you were getting a heavy concentration of audience reach quickly. But that’s all changed.

Marketers now need three times as many broadcast prime-time commercials to deliver the same impressions as 20 years ago. In the early 1990s, when the broadcast networks represented more than 70% of all TV viewing in the U.S. and you only had to buy a few dozen commercials to get 100 gross ratings points.

Continue reading at AdAge.com

Bonnier Corp., the publisher of magazines such as Field & Stream and Popular Science, has struck a deal to sell Ski and Skiing magazines to Active Interest Media, the companies confirmed today.

The magazines’ print business has diminished since Bonnier bought them from Time Inc. in 2007 as part of a $225 million deal for 18 enthusiast magazines.

Ad pages fell 33.7% at Ski magazine last year, a steeper drop than the 8.2% decline across magazines as a whole, according to the Publishers Information Bureau.

Continue reading at AdAge.com