5 Blogs Before Lunch

Update: new Walmart logo going public

Thanks to friends of 5 Blogs, Bob S. and Mark T. we have another view of the new Walmart logo:

Wal-Mart to Become Walmart (all one word) and Change Logo

The Wal-Mart brand re-launch is on the march.

First that yellow smiley face disappeared, Then, Wal-Mart changed its corporate uniform for store workers, retiring the blue polyester vests in favor of khakis and polo shirts.

Next, the tired-old blue logo was targeted (Target retail pun intended). The company is putting the finishing touches on a plan to replace the ubiquitous blue Wal-Mart graphic with a white Walmart (yes that's all one word) wordmark with a "starburst" over a burnt-orange background.

5 Blogs thinks it looks like a logo for a pharmaceutical company or a real estate development firm, but no one asked our counsel on its creation.

The logo was leaked as an artist's rendering, filed recently with planning officials in Memphis, and reported in the Wall Street Journal. The new logo has not yet been officially revealed.

Anheuser-Busch To Stop Selling Caffeinated Alcoholic Drinks--Tilt and Bud Extra

Anheuser-Busch's move isn't due to slow sales--it is part of a settlement with 11 state attorneys general who claimed that A-B failed to adequately disclose negative health effects of its Tilt and Bud Extra drinks on their labels, made false or misleading marketing claims that they help users stay up late for partying, and illegally targeted minors with its advertising.

"Quite simply, alcohol mixed with high amounts of caffeine is a recipe for disaster, particularly in the hands of young people," said Maine Attorney General Steven Rowe.

A-B said that even though Bud Extra and Tilt met all regulatory requirements, had much less caffeine than a Starbucks coffee, and had received all necessary federal and state agency approvals, it will reformulate Tilt and Bud Extra, removing caffeine and other stimulants.

Source: The Wall Street Journal

Starbuck's New "Project Ferrari"--Helping to Get The Engines Roaring Again

Howard Schultz and crew are spinning a new yarn at Starbucks. It is clear that they are trying to bring the magic back to Starbucks, understanding that brand image and brand experience is just as important as technical product.

First there was the new Swiss-made espresso machine--lower-slung, allowing baristas to make eye contact with customers. And there's the Clover, an $11,000 machine for French-pressing coffee by the cup.

Then came Pike Place Roast, designed to compete with McDonald's and Dunkin' Donuts foray into drip coffee. But it wasn't just a new brew and new name, it features Starbucks' originally zaftig, busty mermaid, which had been "bowdlerized many years ago to placate American bluenoses."

This February Schultz closed more than 7,000 stores for three hours to allow 135,000 baristas to relearn -- or learn -- how to make decent espresso.

And now, in a move from the notebook of theatrical showman Steve Jobs, Schultz is about to reveal the newest Starbuck product--currently codenamed "Project Ferrari" with an elborate PR story behind it (from Conde Nast Portfolio):

The substance does not yet have a name, at least in English; the fellow who came up with "Starbucks" 37 years ago is on the case. Early this year, shortly after Schultz had resumed the post of C.E.O. at the company he'd built from a small chain of coffeehouses into an international colossus, he received word that a magical new drink had been discovered in a small Italian town. He promptly dispatched a trusted aide -- one of several who had rejoined him since his return -- to see if it matched the hype. "You've got to get over here," the man promptly reported back. "I think we have the next Frappuccino!"

Pure brand magic.

Old Spice Ad: Prescription Strength Protection Without The Perscription

"The Real Men and Women of Madison Avenue and Their Impact on American Culture"

An exhibit running through Sept. 26 at the New York Public Library, puts a spotlight on the ad creatives behind many of the industry's iconic slogans and campaign. The exhibition spans 80 years of iconic images and slogans, looking at the lives and the work of the copywriters, art directors and creative directors who have successfully helped shape American consumption and culture.

More at Adweek

Rolls Royce Looking For An Advertising Agency

Most advertising agencies salivate over the idea of adding a car company to their stable of clients. Why you ask? Astronomical budgets of course.

But here is a case where it is more about prestige then budgets. Rolls-Royce is on the hunt for a UK advertising agency.

The BMW-owned luxury car manufacturer has approached a number of shops, with a shortlist expected next month, and a final result scheduled for August.

Steve & Barry's Heading For Bankruptcy?

Apparently, clothing retailer Steve & Barry's has hired a turnaround specialist and is seeking rescue financing to stave off a bankruptcy filing.

From The Wall Street Journal:

For those doing business with Steve & Barry's, it has become hard to reconcile the hype with reality. As the chain was inking high-profile licensing deals and attracting national media acclaim, small vendors across the country -- along with overseas apparel manufacturers -- say they were going unpaid, or enduring months of lag time between payments.

Anheuser-Busch says No to InBev

This from The Wall Street Journal:

Anheuser-Busch is prepared to reject InBev's unsolicited $46.35 billion acquisition offer as early as this week, setting the stage for a hostile takeover battle for America's largest brewer. Anheuser is expected to argue that InBev's offer undervalues the maker of Budweiser beer and that Anheuser will soon present its own strategic plan. That plan, which is likely to include the sale of non-core assets such as Anheuser's theme parks, is designed to boost the company's share price.

The On-again, Off-again Relationship With the Heinz Deli Mayo Guy Ad

Heinz produced a television spot for the UK audience designed to highlight that using its Heinz Deli Mayo was like having yor own deli guy in the kitchen. The ad showed a family going about their morning routine with "mum" making sandwiches for the kids' lunch boxes.

However "mum" turns out to be a male uniformed New York deli sandwich maker and before the husband leaves the house, "she" reminds him to give "her" a kiss goodbye. The two men kiss and the sandwich maker says: "Love you. Straight home from work sweetcheeks."

Designed obviously for shock value, the ad has gotten its fair share of publicity, and complaints.

First volley was from the UK Advertising Standards Authority which received more than 200 complaints about the ad from viewers who said it was "offensive", "inappropriate" and "unsuitable to be seen by children".

The ad was quickly dubbed "The Gay Kiss," suggesting the subversive undertone of the ads was about gay relationships, not a mum-turned deli guy fantasy.

These complaints prompted Heinz to withdraw the ad less than two weeks after it first aired, stating that it was listening to its consumers.

Then a homosexual rights group set up an online petition, protesting the bigotry of pulling the ad. The petition received over 6,500 signatures.

Nigel Dickie, a spokesman for Heinz UK, told The Independent that the decision to pull the ad was made form "consumer feedback" and not because of the complaints to the Advertising Standards Authority: "Heinz is a global company and we respect all universal rights. The advertisement was intended to be humorous, not designed to cause offence to anyone. Clearly it failed in its intent to amuse and that is why we took the decision to withdraw it."

So what consumers should Heinz be listening to?

They've got quite a PR mess on their hands.

Someone's even labeled this "Gayonnaise-Gate"