Brand News: Amp Energy, Blackwater, Google Audio Ads, Starbucks Via, Microsoft, Point Mobl, Speedo

February 14, 2009 by anne

PepsiCo (PEP) energy drink, Amp Energy, has launched a new advertising campaign positioning the brand as owning “that moment, that nervous energy” when you're getting “amped up," say, before a big race, getting a tattoo or taking the stage. Brandweek 2/14/09

Blackwater Worldwide is rebranding itself as “Xe”, pronounced “zee.” The company’s brand reputation has suffered from the 2004 murder of four contractors in Fallujah, and the Baghdad Nissor Square shooting that killed several Iraqi civilians. HuffingtonPost 2/13/09

Google (GOOG) will shut down Google Audio Ads, its venture to automate the sale of radio ads were bought and sold, and to expand Google’s reach into the offline advertising business. New York Times 2/13/09. The company announced they were ending their two year effort to sell newspaper ads via automated auction, last month.

Starbucks (SBUX) plans to sell a soluble version of its brewed coffee, aka instant coffee, called Starbucks Via, in its cafés next month to capitalize in the large market for instant coffee, especially overseas. Wall Street Journal Online 2/13/09

Microsoft (MSFT) plans to open a small number of its own retail stores to “create deeper engagement with consumers and continue to learn firsthand about what they want and how they buy.” The Wall Street Journal 2/13/09

Radio Shack Corp. is testing a retail concept called Point Mobl in three Dallas locations, to sell portable devices including laptops, MP3 players and GPS systems. Chain Store Age 2/13/09

Speedo Chief Marketing Officer Craig Brommers says the company will continue their relationship with Michael Phelps, calling Phelps a member of the Speedo family and commenting on the importance of supporting family members during good times as well as bad. Adage 2/13/09.

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