New Era, which makes dozens of styles of caps for the New York Yankees and other baseball, basketball and hockey teams, is launching a campaign to build "credibility as a global lifestyle brand," according to chief executive Christopher Koch. The print and online effort from Brooklyn Brothers, New York, is built around the individualistic "flag bearers" who wear New Era headgear.
New ads for Chef Boyardee continue a campaign called "Obviously delicious. Secretly nutritious." One shows a father being told to "zip it" after he discovers Whole Grain Beefaroni contains "whole grain pasta," and another shows a youngster getting a timeout because she almost told her playmates that there are vegetables in Chef Boyardee.
The annual report for Procter & Gamble shows the company spent $8.6 billion on advertising and marketing in the 2010 fiscal year, up $1 billion and 14% over 2009. Campaigns include the "Proud Sponsor of Moms" Olympic effort, the "Smell Like a Man, Man" ads for Old Spice and pushes for new products such as Gillette Fusion ProGlide shavers and Pampers DryMax diapers.