Puma is Ready with “Forever Faster”, a New Global Brand Strategy and Tag line - Calling All Troublemakers

We have all seen hundreds of cool ads from Nike and Adidas displaying tons of products and gathering world-class players and athletes. Now Puma is seriously joining the party and is in my opinion succeeding in creating their own tone of voice.

Puma states that the brand’s mission is to be the fastest sports brand in the world and claim to be ‘Forever Faster’. The statement and new tag line is being launched to consumers today, the 7th of August, it seeks to reflect a 65 year history of making fast product designs for the fastest athletes on the planet.

To Puma, “Forever” references to more than the brand history. The company’s new brand platform is also a recognition of the endless pursuit of whatever is next - in performance innovations, in cultural trends, and in style and fashion. While “Faster” is more than just delivering the rational benefit of speed to athletes, the company will seek to have a single minded purpose of celebrating faster in every sense of the word.

Besides launching to consumers, Puma will therefore also use the new statement internally as a guideline for all employees to be “forever faster” in everything from trend spotting, decision making and of course in product innovations.

Puma appointed JWT as lead agency back in December 2013 and together the two have been working on rebuilding the brand and further defining its new “Forever Faster” brand messaging. The new global brand campaign will be rolled out continuously across all platforms in the second half of 2014.

The first new “Forever Faster” commercial features top athletes, such as Usain Bolt, Mario Balotelli, Sergio Agüero, Marta Vieira da Silva, golfers Rickie Fowler and Lexi Thompson and the Scuderia Ferrari Formula 1 team.

Oreo Dared to Take a Stand and is Met with Lots of Online Love - Instant Reaction to Gay Pride Oreo Ad

Oreo, the well-known sandwich cookie, is among the most active and cool brands to follow on Facebook and have earned 26 million likes/fans. The community management team have found a great tone of voice, great balance between sharing inspiration, involving the fans and in general showing graditude.

The brand is an innocent snack and to me and many others thus is the associations with the brand image. When thinking of an Orea and an Oreo moment, you think of family, kids, fun etc., which makes the recent update and statement even more cool.

This weekend gays and lesbians gathered around worldwide for the Gay Pride Celebration and demonstration. Lots of brands have shown support with different efforts and Oreo chose to be among them by publishing the above picture on their Facebook page showing one of their cookies in the colours representing Gay Pride.

Many reacted negative, but many more gave positive comments both directed to the brand in itself and the corporation in all!

This is some different examples of Facebook users’ responses, which currently keeps coming:

Nice one Oreo, i loved you anyway but now i love you more xD haters gunna hate ;)

I already loved Oreos, but now they’re even more awesome!!!! :D

thank you for standing up for what you believe in! I chose to like the page because you are awesome!!!

Already love Oreos but your willingness to stand up for what’s right has given me the impetus to buy a pack asap

Of course the statement has been considered twice and discussed internally, it is published with great risk and unfortunately provoke haters to break the silence, which needs to be handled carefully and correctly. However there is much to gain as well and as somebody wrote on facebook - haters will always hate, luckily we don’t care and they don’t matter.

A Kraft spokesman told Huffington Post UK: “In recognition of Pride Month, Oreo created an ad depicting the rainbow flag with different colors of Oreo crème. We are excited to illustrate what is making history today in a fun and playful way.

“As a company, Kraft Foods has a proud history of celebrating diversity and inclusiveness. We feel the Oreo ad is a fun reflection of our values.”

The resulting buzz is quite evident from this Facebook graph:

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