Cigarettes brands have been
barred from advertising on TV and radio advertising since 1971
counting e-cigarettes). More ad restrictions went in place in
1998 as result of the
Master Settlement Agreement. Yet, nearly two decades later,
Marlboro is still considered one of the most powerful brands in the
U.S. The tobacco marketer places 10th in the new "BrandZ Top 100
Most Valuable U.S. Brands" report by WPP and Kantar Millward Brown. This is the first U.S.-only
Brand Z ranking. Not surprisingly, tech giants dominate the top 10.
Google outranks Apple,
followed by Amazon and Microsoft. Marlboro is ahead of brands such
as Coca-Cola (12), Starbucks (18), Nike (22), Budweiser (24) and
Walmart (26). The rankings blend brand equity scores based on
consumer interviews with an analysis of financial performance. In
the case of Marlboro, marketing an addictive product is one way to
The BrandZ Top 10 Most Valuable U.S.
||Brand value 2018 U.S. ranking($M)
||Brand value change vs. 2017 Global ranking
Source: Kantar Millward Brown and
One more time around the track
In case you haven't heard, Dale Earnhardt Jr. will drive in his
final race this weekend. And a couple of his biggest sponsors are
seizing on the moment. Because what would a sports star retirement
be without ads? Mtn Dew got ESPN's Kenny Mayne to star in this
spoof interview with Earnhardt and his mythical replacement, Dewey
Ryder, played by actor Danny McBride. Golin handled the video.
Budweiser took a more emotional approach with this video by
VaynerMedia. A 30-second version will air
during NBC's coverage of Sunday's Nascar race at Homestead-Miami
Bud will also re-air this spot from 2003.
This one might have legs
Billie, a female-focused subscription service for razors and body
products, debuted Tuesday. "Think Dollar Shave Club, but better,"
read the company's description. Based on the assumption that
women's razors and other grooming products are priced higher with a
so-called "pink tax," the startup boasts what it calls lower
prices—the first order of two blades, handle and holder is
$9. Also: one of the co-founders, Jason Bravman, is brother to
Rachel Blumenthal, who founded children's apparel subscription
service Rockets of Awesome and is married to Neil Blumenthal, who
co-founded Warby Parker.
Tax man cometh ... for advertisers?
The Association of National Advertisers is nervous about a new
legislative proposal that would eliminate the advertising cost
deduction for pharmaceutical companies. Sen. Claire McCaskill,
D-Mo., "suddenly and unexpectedly" put the amendment in tax
ANA stated on its blog. The ANA is fighting the amendment,
which it says "faces serious First Amendment challenges as it
threatens the commercial speech rights of companies to reach their
consumers in a truthful way."