Clorox’s Rebrand Plays It Safe With an Eye Toward a More Sustainable Future Founded 107 years ago as the Electro-Alkaline Co. with an initial investment of $500 in Oakland, Calif., the firm launched with just one product: Clorox liquid bleach. Horse-drawn wagons delivered the returnable five-gallon jugs of the chemical concoction to clean industrial equipment.
Adweek’s 2020 Retail Outlook; How to Fight Amazon Copycats: Monday’s First Things First Welcome to First Things First, Adweek's new daily resource for marketers. We'll be publishing the content to First Things First on Adweek.com each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up
Hungry for More: What B2B Marketers Need to Know About Episodic Content The cliffhanger is one of the greatest tools in entertainment. I’ll explain why later. Seriously though, we’ve all experienced the cliffhanger: It’s that tension-building moment of uncertainty at the end of a chapter or installment that leaves the audience impatiently awaiting the next
Google’s Oscars Ad Shows How It Can Help You Find Your Favorite Movie Locations For this year's Oscars broadcast, Google created an ad that features one of its relatively little-known mapping features: the ability to pinpoint where famous movie locations can be found in the real world. That's a pretty fun aspect of Google Maps--unless
Here’s What’s in Store for Retail in 2020 Even before the recession of 2008, there were signs that the retail sector was in trouble. Many brands at the time didn't view online as a threat, and when they began to feel the effects in the 2010s, it was too late for many. Leveraged buyouts by
How Brands Are Battling Knockoffs on Amazon If you're a skincare brand, you've probably put a lot of thought into how your products smell and feel. So reading reviews on Amazon.com that say one of your creams reminded the consumer of "month-old milk" or that "it literally feels (and smells!) like rubbing your face with
Retail Has Struggled but Is Using Experiential to Keep Consumers Invested The most anticipated attraction opening in Las Vegas this year isn't a resort or nightclub--it's a shopping complex. Area15 is an upcoming retail and live entertainment venue anchored by interactive art and technology experiences. The 200,000-square-foot site, which opens in April, is a joint
4 Senators Urge Twitter to Ban Leaders of Regime in Iran Four U.S. senators sent a letter to Twitter CEO Jack Dorsey urging Twitter to ban leaders of the current regime in Iran from using its services. Twitter declined to comment. The letter was signed by Sens. Marsha Blackburn (R-Tenn.), Tom Cotton (R-Ark.), Ted Cruz
This Independent Shop Created 2 of the Most Popular Super Bowl Ads What do two of this year's most successful Super Bowl ads have in common? They were created by the same small independent agency: Chicago's Highdive. The agency was behind both Jeep's "Groundhog Day" ad starring Bill Murray and Rocket Mortgage's "Comfortable" starring Jason
How The New York Times Is Revising Its Digital Playbook As the digital media landscape has evolved over the past decade, many media companies have had to scramble as CPMs have failed to match up to offline rate cards. Additionally, online audiences have (for the most part) been conditioned to expect free content, a phenomenon
