2016 has delivered a series of political and social curveballs and that’s why ads like John Lewis’ Buster the Boxer have been so warmly received. We’ve seen a distinct shift from the 'sadvertising' of 2015 to this year’s positive campaigns. Featuring a little girl and her pet dog, and following criticism that last year’s ad was too much of a tearjerker, the ad capitalizes on the happiness, comfort and fantasy that is traditionally associated with Christmas. Spread the cheer.
Scott Davis, Partner and Chief Growth Officer at Prophet, speaks about what trends, changes, and challenges the latest Brand Relevance Index reveals– and which brands from a relevance standpoint are on top and which are not. Technology takes the top.
It's been an undeniably rough year, but at least we had some brilliant advertising along the way to inspire, amuse and delight us. Adweek's picks for the 10 best ads of 2016 are an extremely varied collection, from comedy to drama and everything in between. And they represent many of the year's cultural touch points. The year's best work.
Online shoppers are 68% more likely to open a retailer’s email during the holiday season than at any other time of year, according to a recent study from Adlucent. In addition, 32% of online shoppers suggested that they would be more likely to click on a retail ad. Holiday mode on.
PepsiCo is introducing a premium bottled water brand called Lifewtr that appears aimed at Coca-Cola's Smartwater. Debuting in February, PepsiCo's product is "pH balanced with electrolytes added for taste," according to a press release issued today. PepsiCo will seek to differentiate Lifewtr via its packaging. The label, which the marketer described as "the brand's biggest equity" and where the brand name appears in all-caps, will feature rotating designs created by emerging artists. The worth of water.
Now that the figurative smoke has cleared from the dozens of literal fires caused by faulty Samsung smartphones, the Korean electronics giant has entered into that most craven of corporate actions: Brand-repair mode. Its advertising — which went completely dark for much of October — is back to pre-recall levels, a date has been set for the release of a full-scale autopsy on the problem and the company is even exploring splitting into two in response to investor backlash. The damage was rough.
Whether it’s a custom keyboard or an email subject line, brands are using emojis more than ever. But for consumers, they’re still getting it wrong. According to a YouGov survey this month, 58% of 18- to 34-year-olds said brands using emojis are “trying too hard.” It’s no surprise: Brands have eagerly jumped on the emoji bandwagon, whether it’s to laud their causes, promote competitions or stick them anywhere they can. Is this noise or value?
Once upon a campaign, a big, popular brand was tired of having to choose from the same old marketing channels. The latest social media sensation was too hot. Television was too cold. But then the brand tried using fictional storytelling to entertain and engage consumers, and that was just right. And they lived happily ever after.
I’m on a horse," Isaiah Mustafa says at the end of an Old Spice commercial that sees him embody every enviable masculine stereotype — rich, muscular, great with women — and add "great-smelling" to the mix. He’s the man your man could smell like. The commercial is playing with and making fun of the branding in this space, but also: Is it? Six years later, branding on men’s products remains extremely over the top. It's okay to have products, men.
Taco Bell is ringing in the new week with a new look and a new address. The fast-food chain is updating its logo for the first time in more than 20 years. The new look coincides with Monday's opening of its first flagship store, located on the Las Vegas Strip. The revamped look and sexy location are the latest ways Taco Bell is trying to connect with young, hip diners. Out with the old, in with the new.