Category

Millennials

A Toast More Than a Century in the Making: ¡Cuba Libre!

On May 20, 2013, with help from Rolling Stone magazine, Javelin brought the sights, sounds and taste of Cuban independence to life during a BACARDÍ® Rebels event at the Roseland Ballroom in New York City. In celebration of BACARDÍ’s Cuban roots and as part of the “Vivimos” (We Live) integrated marketing campaign, Javelin helped recreate elements of the brand’s authentic history by turning the Roseland Ballroom into an experience of Old Havana, complete with a street scene featuring an iconic 1955 Chevy Bel Air, and an authentic cigar rolling station.

The Year of the Cobra

I’m Javelin’s Jr. Art Director, Will Massanet. Meet Steryo Type Clothing, my line of original gnarly threads. In the two and a half short years that I have been with Javelin, the importance of brand authenticity and a DIY mentality have been reinforced in me again and again, and I apply that to my work on Steryo Type Clothing. Almost anyone can start a brand – slap a simple logo on a pocket tee and boom, you have a clothing brand – but I’ve learned a very important lesson: if anyone can do it, it’s not worth a damn. Dare to have the passion to stray from the herd; someone will always take notice and your brand will be rewarded.

Minimize Me

Simple living, or “minimalism” as it is often referred to, is not a new philosophy. It is, however, a very important trend marketers should be aware of.

The World of Lacoste

Lacoste seems to be everywhere, doing everything – and consistently pulling it off. Through interactive digital experiences, unique retail and experiential programs, and innovative collaborations, Lacoste is finding plenty of ways to keep their brand top-of-mind with their target.

Throwback Uniforms – a Case for Authenticity in Big Business

I was reading a great column by Paul Lukas on ESPN Playbook regarding the upcoming changes in college football uniforms, and it occurred to me that the college football world must have been reading our work on authenticity in marketing. Maybe they just share the same strategic POV – that authenticity is resonating strongly with the consumer…