Tag Archives: Brand extension

by | Friday, October 18, 2024 · 2:00 pm

Taco Bell’s Retirement Community for the ‘Old at Heart’!

Taco Bell has very loyal customers – of all ages! And those customers who would like to try out a (perhaps) early retirement can now visit its new senior community called ‘The Cantinas’ – a daytime oasis for leisure and senior-oriented entertainment, but without requiring an AARP membership.

Yes, The Cantinas was open in San Diego, Calif., this past August for only a few very special days!  And by ‘senior-oriented’ we mean activities such as aerobics, golf, arts and crafts, plus pickleball matches. Along with your favorite Taco Bell food, drinks, and excitement.

As for it being truly for seniors, well, the entry age does start at 21 and does not have an upper limit. (The Cantinas only accepted membership applications from Taco Bell Rewards Members.) According to Taco Bell, The Caninas represents a place where all generations can come together and enjoy life.

Those who made the weekend cut could opt for either a day pass ($50) or a weekend membership ($150). The weekend membership included overnight accommodations and full access to dining, recreation and more. Day passes included full access to the grounds, dining, and recreation.

The Cantinas has a rigorous schedule of events, including Pickleball Dink & Drink, Cantinas Crochet Club, afternoon naps, lounging by the pool, bocce ball, early dinner, and of course everyone’s favorite pastime – Bingo! And with an 8:00 p.m. recommended bedtime, guests are well-rested for the next day’s set of activities as well.

Want to play pickleball before or after nap?

Group Activities and Discussion Questions:

  1. Discuss branding and experiential marketing. Poll students for their examples.
  2. Show the Taco Bell Cantinas site: https://www.thecantinas.net/
  3. A video of the experience: https://youtu.be/BY9dLt7DkzM?si=BR8LQe6hHU-H_xgG
  4. Divide students into teams: Have each team select a brand they enjoy. Next, have them design a new, experiential hotel for that brand.
  5. Have teams identify the target market and the marketing mix for their new experiential marketing idea.
  6. Debrief the exercise and vote!

Source: Advertising Age (9 July 2024). Taco Bell is opening an early retirement community for the old at heart; Lamour, J. (16 July 2024). Taco Bell is opening an ‘early retirement community’ for people of all ages. Today Show.

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by | Tuesday, June 28, 2022 · 7:31 am

“Stranger Things” Branding

Netflix’s “Stranger Things” has become something of a cultural phenomenon. Set in the fictional town of Hawkins, Indiana in the mid-80s, it echoes the trends and styles of small town America. It’s also a marketing phenom with dozens of product placements and tie-ins.

You can order a Domino’s pizza on the Stranger Things Dominos app extension. Or maybe you would rather eat Eggos, or 3D Doritos out of a Stranger Things-themed bag. Get dressed to go out wearing Nike and Adidas shoes. Drive a Cadillac or Chevrolet. And eat at Burger King or Kentucky Fried Chicken.

Season 4 continues the marketing momentum. The marketing tie-ins for 100 brands of cars, drinks, food, and more equaled more than $15 million in advertising value. It’s not just the time on the screen that brands value. Billions of media impressions also deliver billions of dollars in media value for featured products.

Netflix claims that none of the brands and products are paid-for placements – they are part of the story and fit into the 1980s lifestyle. Some brands – such as Nike, Levi’s, and Coca-Cola – also re-released throwback products in conjunction with the show to maintain their authenticity.

And let’s not forget about the official Stranger Things official store (open for a limited time only)!

Group Activities and Discussion Questions:

  1. Poll students: What have they observed in their purchases? Are the sizes or prices the same?
  2. View video about product placement on Netflix: https://youtu.be/UIKs0SCTxA4
  3. Outside classroom activity: Watch an episode or two of Stranger Things and list all the product placements.
  4. Show website for Concave brand tracking: https://concavebt.com/
  5. There are several good videos here on brand tracking and product placement.
  6. What is the difference between product placement and advertising?
  7. Divide students into teams. Have each team develop a product placement strategy for a product of their choosing.
  8. Finally, check out the store: https://strangerthings-store.com/

Sources:  How Netflix’s ‘Stranger Things’ brand partnerships can turn its fortunes upside down. (27 April 2022). Fast Company.

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by | Friday, May 27, 2022 · 7:27 am

Meet Pixy – Snap’s Flying Camera

It’s spring! Birds are flying! So are drones! What?!

Well, if you look up and see a flying yellow saucer-type of thing hovering nearby, don’t worry. It’s not an invasion by aliens. It’s only a friendly flying camera-drone from camera company Snap named “Pixy.” No more of that “who has the longest arms?” awkward stretching to get everyone in the frame. Now, just launch the bright yellow flying puck from your hand to take lots of photos and videos.

Pixy is now available for purchase online from Snap for $230. Unlike the larger drones, Pixy is small and light, and works without a controller. Take it on a picnic and carry it in your pocket. Immortalize the day by selecting one of its four pre-programmed flight modes and launch away.

Pixy even sounds friendly with its quiet propellers. A full battery charge should give five to eight short flights (10-20 seconds). Extra batteries are $20 and a portable dual-battery-charger sells for $50.

And if you like to take a LOT of photos, Pixy shoots up to 100 videos or 1,000 photos stored on a 16GB drive. The photos may not be high quality, but it is a fun way to capture moments. Images are synced to Memories in Snapchat.

(It may be small, but it is still classified as a drone under FAA regulations and operators are required to obtain a Remote Pilot Certificate (.)

One caution ~ be careful in the wind! (And by trees, too.)

Group Activities and Discussion Questions:

  1. Show Pixy website: https://pixy.com/
  2. Also show a WSJ video on how it works: https://on.wsj.com/3LvdIGS
  3. Poll students: Who would be interested in buying a Pixy? How much would they spend?
  4. Competitor Air Neo: https://airselfiecamera.com/
  5. Discuss the various pricing models in class: demand-oriented, cost-oriented, profit-oriented, and competition-oriented.
  6. For Pixy, divide students into groups and have each group work on any/all of the six steps.
  7. When setting the price level, assign each team a different model to use (demand-oriented, cost- oriented, etc.).
  8. Debrief the exercise. Compare the various pricing models and discuss advantages/disadvantages of each.
  9. Optional: FAA Drone Pilot Certificate site: https://www.faa.gov/uas/commercial_operators/become_a_drone_pilot/

Sources:  Heath, A. (28 April 2022). Snapchat’s flying camera. The Verge.; Stern, J. (28 April 2022). Snap Pixy review: A mini-drone to take selfies for you. Wall Street Journal.; other news sources.

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