BOC: Ne-Yo and his brand

Ne-yo is an R&B singer known for his melodic voice and relatable love/heartache songs. According to his website he has managed to produce three number one albums in less than five years. He is a Grammy-award-winning singer, songwriter, and producer. His brand is consistent throughout his website on being a gentleman. The link of his webpage is even "year of the gentleman". He sets himself apart from the rest of the R&B singers by proclaiming his respect for women, not just being famous & rich with massive amounts of women but being with the right one. In his biography he mentions that most performers nowadays sing about the same thing and the same situations which is going out, being ridiculously rich, women, sex, and alcohol. He wants to stray away from that and produce music that has more meaning and more heart.

BOC: Hawaiian Tropic

The Hawaiian Tropic is no longer pushing through with their tradition of the Hawaiian Tropic bikini contest. they are now replacing it a contest for the "next face of Hawaiian Tropic". They are trying to find the woman who best shows the values of the brand which is beauty, confidence, style, enjoying the sun & keeping the skin healthy. The winner will be chosen by Facebook users and will win the spokesperson position as well as a trip to Hawaii. The contest will be advertised with the slogan "Are you more than a pretty face ? Prove it !". This event is aimed towards the demographic of women from ages 18-34. The brand manager Daniel Duncan states that bikini contests does not represent the brand correctly. The brand is advancing itself to be more than just sun care but also a leader in skin care. They have added skin benefits like anti-aging, hydration, and antioxidants to not only protect the skin from the sun but make it softer and healthier as well. The brand image is changing and evolving so they are changing the contest as well to further help the brand achieve the image they want to portray.

I believe that this big change will definitely appeal to their pointed demographic more than their past contest has. The bikini contest attracted more men then women when really, more women than men use their products. Now that the contest has narrowed down to the face and includes personality, their target market will be more involved.

BOC: Apple Juice Scandal

The Beechnut corporation has completely ruined their brand by fooling all their customers. Instead of using real apples as ingredients for apple juice, they used substitutes such as beet sugar and water. This false representation saved them 20% in the production process but cost them their reputation for the long run.

"It said that the product that Beech-Nut had been marketing as 100 percent apple juice was actually made from beet sugar, cane sugar syrup, corn syrup and other ingredients, with little if any apple juice in the mixture."

The company along with the responsible corporate members were fined amounts to pay to continue the business. ''We believe that Beech-Nut's fine represents the largest fine ever paid under the Food, Drug and Cosmetic Act by at least sixfold since the act's enactment in 1938,'' Richard K. Willard, the Assistant Attorney General in charge of the civil division, said in Washington.

Although they have already payed the fines, the sin they've caused to their loyal customers were left unforgiven. The false advertising could have put children in danger of diabetes and other defects due to a mass amount of sugar intake when originally, these parents thought they were giving their children natural apple juice.

"He said that the misrepresented juice, although not pure apple juice, contained only 'safe food ingredients' and had presented no danger to health."

Now on Beechnut's website, they put concentration on advertising how they are a trusted brand by mothers and that they use 100% natural ingredients. It is clear that these are efforts made to regain their customers trust but in my opinion, they took too much of a risk and are serving the consequences.

http://www.nytimes.com/1987/11/14/business/beech-nut-is-fined-2-million-for-sale-of-fake-apple-juice.html

EOC: Slip ! Slap ! Slop !

This popular phrase came from the internationally known campaign that promoted sun protection started by the Cancer Council Victoria in Australia, 1981. This campaign encouraged people to protect themselves by minimizing sun exposure to prevent getting skin cancer. The campaign showed a singing and dancing Sid Seagull delivering the message.

The main concept was to SLIP on a long sleeve shirt, SLOP on 30+ sunscreen, and SLAP on a hat. It was later extended with SEEK shade and SLIDE on some sunglasses. This simple and catchy phrase made cancer awareness extremely prominent and it was used all over the world.

Eversince this campaign, the most common forms of skin cancer such as basal-cell carcinoma and squamous cell carcinoma has decreased in Australia. It has been more than 25 years but this campaign is still being taught in school and preventing skin damage and other illnesses caused by being over-exposed in the sun.

"The Slip! Slop! Slap!slogan is the core message of the Cancer Council's SunSmart program and has become part of the Australian language." 

It is good to know that children are becoming aware of matters like these. Although there's nothing wrong with having a little fun out in the sun, it is always better to be safe than sorry. I believe that this campaign has made a huge impact in the lives of people all over the world and has even saved some.

http://www.sunsmart.com.au/news_and_media/media_campaigns/slip-slop-slap/