Branding/Marketing

The PRNEWS staff encounters many examples of brand communication.  We compile assessments of some of the best and not-so-great examples. Our intent is to provide a learning experience about what works or doesn’t. You can find previous examples here. In this Valentine’s edition, we examine some of the sweetest brand campaigns.

In years past, launching product was a boon for publicists. It was fairly easy. In 2020 and beyond, not so much.

In addition to breaking through the noise of COVID-related news, brands with product launches were forced last year to compete with stories about social justice and the election. Combine that with shrinking newsrooms and an inability to host live events and the appetite for product launches was just not the same.

The PRNEWS staff comes across many examples of brand advertising and communications every day. We have compiled an assessment, with staff members providing their choices of the most notable, good or bad. This week, we placed a special focus on 2020 brand pivots.

Illness, job losses, a divisive presidential race and semi-isolation have battered consumers this year. As such, they are seeking bright spots in an otherwise dark climate. It will be an atypical Thanksgiving, potentially opening new doors for brands that embrace the change.

[ Editor’s Note: As the holidays near, we spoke to Kristin Berlew, senior manager, PR, B&G Foods , which owns Green Giant. We asked about the brand’s holiday plans amid uncertainty surrounding

PRNEWS Live welcomed Dave Skena, chief marketing officer and global director of brand at Krispy Kreme. We discussed how the delectable doughnut brand flipped the script on Halloween and Election Day for 2020.

Thanks to the COVID-19 pandemic, Halloween will look un-traditional this year. But brands have come to the rescue with creative ideas to give back to customers and associate fond memories in minds and hearts—especially right before the holiday season. We look at some ghoulishly good campaigns for the holiday.

Today (Oct. 26), American Express announced its latest partnership—with Uber Eats. With 2021 approaching and annual fees on the horizon, many card holders may feel that they are not getting the value from their cards that they did before the pandemic, particularly when it comes to airline miles or hotel points. The Uber Eats partnership provides users another creative way to utilize their card memberships. 

The celebrity influencer, with millions of fans in tow, is dead, right? Perhaps not. Especially if you want to bolster a nation-wide campaign and can find an influencer like Eva Longoria, who has history with your cause.

There was a time when much of PR was about trade shows. They were crucial for product launches. With shows on hold for now, communicators must review their product-launch strategies.