SONG CONTEST BLOG

International advertising powerhouse, Ogilvy & Mather, produced a high-octane media campaign for the Crystal Lite powdered soft drink brand by Krafts Foods.  Yet another example of consumer brands converging with music sensations to compete and differentiate in the marketplace, Kraft has aligned itself with Grammy Award winning artist, Estelle, for the pre-release and distribution of her song, “Star”.  The US campaign was launched in tandem with the Grammy Awards Ceremony last month and drew traffic to the co-venture landing page by offering a free download of “Star” prior to its release in stores this month.  Estelle fans divulged their email addresses in exchange for site access and a free and exclusive download of the song.

Associating brands with entertainment media and music celebrity is tried and tested territory for corporations such as VW, Pepsi, Coca-Cola, Apple, and other leading giants of cool.  However, the phenomenon appears to be spreading to more conservative brands attempting to revitalize their message and acquire a new audience base, both to listen and to buy.