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☆ 13 brands, from Coca-Cola to REI, that are pouring money into movies and TV to reach consumers with Hollywood-style storytelling
▼ + stars: | 2023-09-01 | by ( Lucia Moses | ) www.businessinsider.com time to read: +10 min

Mattel's Barbie is just one of many big brands getting serious about making Hollywood-style entertainment. "Barbie" may be the movie of the summer, but lots of other big brands are getting serious about making Hollywood-style entertainment. Brands are also getting more systematic about tracking the projects' outcome so they can justify the cost. Neutrogena: Neutrogena Studios launched in 2021 and is J&J Consumer's first brand-funded content studio to make feature documentaries and scripted shorts. Showtime/PepsiPepsiCo: PepsiCo's Content Studio is led by veteran PepsiCo marketer Lou Arbetter.

Persons: Barbie, Ron Howard, Brian Grazer's, Oscar, Michael Sugar, Brian Newman, REI, Michael Sugar's, Jae Goodman, Lauren Denowitz, Coke, Brian Grazer, Ron Howard's, Selman Careaga, John Deere, Mara Downing, Al Roker, Jill Wilfert, Robbie Brenner, J.J, Abrams, Lena Dunham, Barney, Daniel Kaluuya, J, Sebastian Garcia, Laurie Hernandez, Matt Damon, Ben Affleck's, Entertainment —, Justin Biskin —, Howard, Lou Arbetter, Max, Robert Rodriguez, Nadia Hallgre, Stanley Nelson, Arbetter, It's, Procter, Kimberly Doebereiner, Paolo Mottola, Kyra Sedgwick, Watiti, Saint Laurent, Anthony Vaccarello, Saint, Pedro Almodóvar, Ethan Hawke, Pedro Pascal, it's, Paolo Sorrentino, David Cronenberg, Kelly Mullen, Bryce Dallas Howard, Lena Waithe, WePresent, Holly Fraser, Moses Sumney, Solange Knowles, Riz Ahmed, Aneil, Fraser Organizations: Hollywood, Procter, Gamble, Brands, Unilever, InBev, Waffle Iron Entertainment, draftLine Entertainment, Netflix, Coca Cola, Entertainment, Global, Deere, Warner Bros, Warner Brothers, Universal Studios, Mattel, Neutrogena Studios, Studio, Kerry, Seattle Film, Ghetto Film, HBO Nike, Nike, Waffle, Apple, HBO, Showtime, Pepsi PepsiCo, PepsiCo, Pepsi Super, Pepsi, G Studios, Imagine, Amazon's, Hulu, Paramount, Blue Fox Entertainment, Saint Laurent Productions, Unilever Entertainment, Imagine Entertainment, Monotype Locations: Hollywood, Kerry Washington, American, Cannes, Britain

☆ Brands are pouring money into film and TV — meet 13 marketers making the biggest moves as Hollywood's new financiers
▼ + stars: | 2023-07-21 | by ( Lucia Moses | ) www.businessinsider.com time to read: +10 min

It's not just Barbie — lots of big brands are getting serious about making Hollywood-style entertainment. Insider identified 13 new and established players making the biggest moves in the space. "Barbie" may be the movie of the summer, but lots of other big brands are getting serious about making Hollywood-style entertainment. Neutrogena: Neutrogena Studios launched in 2021 and is J&J Consumer's first brand-funded content studio to make feature documentaries and scripted shorts. PepsiCo: PepsiCo's Content Studio is led by veteran PepsiCo marketer Lou Arbetter.

Persons: It's, Ron Howard, Brian Grazer's, Oscar, Michael Sugar, Brian Newman, REI, Michael Sugar's, Jae Goodman, Lauren Denowitz, Coke, Brian Grazer, Ron Howard's, Selman Careaga, John Deere, Mara Downing, Al Roker, Jill Wilfert, Ryan Gosling, Margot Robbie, Barbie, Ken, Jaap Buitendijk, Robbie Brenner, J.J, Abrams, Lena Dunham, Barney, Daniel Kaluuya, J, Sebastian Garcia, Laurie Hernandez, Matt Damon, Ben Affleck's, Entertainment —, Justin Biskin —, Howard, Lou Arbetter, Max, Robert Rodriguez, Nadia Hallgre, Stanley Nelson, Arbetter, Procter, Kimberly Doebereiner, Paolo Mattola, Kyra Sedgwick, Watiti, Saint Laurent, Anthony Vaccarello, Saint, Pedro Almodóvar, Ethan Hawke, Pedro Pascal, it's, Paolo Sorrentino, David Cronenberg, Kelly Mullen, Bryce Dallas Howard, Lena Waithe, WePresent, Holly Fraser, Moses Sumney, Solange Knowles, Riz Ahmed, Aneil, Fraser Organizations: Hollywood, Procter, Gamble, Companies, Brands, Unilever, InBev, Waffle Iron Entertainment, draftLine Entertainment, Netflix, Coca Cola, Entertainment, Global, Deere, Warner Bros, Warner Brothers, Universal Studios, Mattel, Neutrogena Studios, Studio, Kerry, Seattle Film, Ghetto Film, HBO Nike, Nike, Waffle, Apple, HBO, PepsiCo, Pepsi Super, Showtime, Pepsi, G Studios, Imagine, Amazon's, Hulu, Paramount, Blue Fox Entertainment, Saint Laurent Productions, Unilever Entertainment, Imagine Entertainment, Monotype Locations: Hollywood, Kerry Washington, American, Cannes, Britain

☆ Coca-Cola is getting into Christmas movies
▼ + stars: | 2022-12-07 | by ( Danielle Wiener-Bronner | ) edition.cnn.com time to read: +4 min

The venture is a continuation of Coca-Cola’s Real Magic platform, which takes an experimental approach to marketing the company’s core product. The Christmas Anthology is part of a new platform called Real Magic Presents. Coca-Cola has a history of associating itself with Christmas, so much so that the company has an FAQ page for “Did Coca-Cola create Santa Claus?” (The answer: Sort of. “It allows us to work on content that fits into our Real Magic platform,” said Careaga. It’s more centered on our traditions.”The Coca-Cola anthology is designed to appeal to a global audience.

☆ Why Coca-Cola doesn't want to tell you what's in those weird flavors
▼ + stars: | 2022-09-07 | by ( Danielle Wiener-Bronner | Cnn Business | ) edition.cnn.com time to read: +5 min

Over the past several months, Coca-Cola has rolled out a number of curious products: Coca-Cola Starlight Byte and Dreamworld . "We're engaging with people," said Selman Careaga, global category president of Coca-Cola Trademark, which includes Coke drinks but not other Coca-Cola products like Fanta, Sprite or others. "Without a doubt, it's a Coca-Cola product." Developing new Coke flavors can be risky if they stray too far from the signature flavor, Stanford noted. "The longevity of the brand has been all about that very unique Coke taste," he added.

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