AXW Weekly Update

April 07, 2017 | Vol. IX


MLB drops Pepsi for Coca-Cola

On Monday, the league announced it was dropping the soda company in exchange for a new deal with its biggest rival: Coca-Cola. With the new deal, Coca-Cola becomes the official sponsor of MLB beverages. The good news for Pepsi lovers – the deal won’t affect its 11 existing partnerships with teams such as the New York Yankees and the Chicago Cubs. Those stadiums will still be able to serve Pepsi, but the rest of them will sell nothing but Coke. (Read More)


Coca-Cola admits 30% of its ads are not as effective as it wants

The fizzy drinks giant hopes neuroscience can help as it looks to better understand what resonates online and how to optimize TV content for digital. Speaking at the Neuromarketing World Forum yesterday (30 March), Coca-Cola’s senior insights manager for Western Europe, Adam Palenicek, said the brand spends more than £300m every year on media in Western Europe alone, and tests more than 170 ads a year. Through testing, Coca-Cola found that 30% of its total advertising does not reach its “action standards”. (Read More)



Genesis sponsors international fashion conference

Hyundai Motor Group’s luxury division Genesis sponsored an international premium fashion and lifestyle conference in Oman, making inroads into the Middle East premium vehicle market. As a part of the carmaker’s efforts to position itself as a luxury carmaker, Genesis is set to carry out various marketing operations to widen its target customers in the Middle East. Genesis is expected to introduce four new models by 2020. (Read More)



Rolls-Royce ‘Inspired by British Music’ Wraiths unveiled in London

Each of the hand-built Wraith ‘Inspired by British Music’ cars are crafted to illustrate and celebrate the illustrious career of a British rock and pop star. The stars involved in the project were personally invited to Goodwood – the home of Rolls-Royce – to work in the company’s design experts and conceive idiosyncratic expressions of their music legacies. The resultant cars represent a desirable collectors’ items for the most ardent rock and roll fans and will be sold later in 2017, with Rolls-Royce donating a proportion of the value of each to charities selected by each artist. (Read More)



Kentucky Derby in Style with Breakfast Hosted by Bobby Flay

In addition to offering Sentient Jet Cardholders the opportunity to purchase tickets to the invite-only Mansion, Sentient Jet will now also be offering a Derby Day Breakfast with Bobby Flay on Saturday, May 6 at the 21c Museum Hotel. Flay, a Sentient Jet Brand Ambassador, will prepare a southern-inspired, Kentucky-influenced menu and special bourbon cocktail for Cardholders, as well as share his betting tips and picks for Derby. (Read More)




Amazon launches Amazon Cash, a way to shop its site without a bank card

Amazon this morning announced the launch of Amazon Cash, a new service that allows consumers to add cash to their balance by showing a barcode at a participating retailer, then having the cash applied immediately to their online Amazon account. The service will support adding any amount between $15 and $500 in a single transaction, Amazon says. (Read More)


Legal threats and disgruntled clients: inside the ‘Uber for private jets’

While JetSmarter was accumulating the trappings of success, members began experiencing increasing turbulence. Starting in 2016, the benefits and costs associated with the membership began to change rapidly. Perks like free helicopter rides to the airport were removed from the membership offering. Meals, which had been free, started to cost hundreds of dollars, and travel around the holidays cost extra, too. Members lost the ability to reserve the entire plane without paying more. “If I have to share the plane, it’s not really private, is it?” (Read More)


Amazon Deal with The NFL is Bigger Than Most Think

The NFL announced last night that Amazon won the rights to stream 10 Thursday night football games for the 2017 season. The $50 million, one-year deal will allow Amazon to stream the 10 games, also broadcast by NBC and CBS, simultaneously this coming season. There is a lot of negative chatter suggesting Amazon overpaid by a factor of 5x, given that Twitter paid 10 million last year for the same 10-game package. Amazon said they will stream the games live to members of their Prime subscription service, which costs $99/year. If Amazon can add just 500,000 subscribers by way of the deal, it will have recouped the entire amount paid to the NFL. (Read More)


ESPN is thinking beyond TV with ‘special projects’

On April 11, ESPN will debut a new original TV show called “We The Fans,” which will document the lives of a group of Chicago Bears season ticket holders in Soldier Field’s Section 250. The month-long show will consist of eight half-hour episodes, with ESPN airing two installments back-to-back every Tuesday through May 4. But “We The Fans” isn’t just a TV show, according to ESPN — it’s a “multiplatform” series that will comprise original videos made for digital and social platforms, an after-show podcast for every episode and art- and graphics-heavy reported essays, among other pieces. (Read More)


SoulCycle’s First Branding Campaign

For more than a decade, SoulCycle has relied on the power of its cult-like following to drive brand awareness and expansion—it recently opened its 74th location. Now, amid rising competition, the fitness chain has created its first branding campaign to highlight the SoulCycle name and ethos ahead of new company initiatives scheduled for later this year. On Tuesday, the New York-based brand, which is owned by Equinox, debuted its new effort, its first work with Laird & Partners. (Read More)