Our industry is ever-changing. Get insights and perspective from our experts as we share our knowledge and experience on how to successfully navigate the marketing landscape.
Why is one of the world’s biggest advertisers Coca-Cola centralizing its social media marketing? It’s less of a shift in the traditional agency model and more of a course correction to how things should function as brands reach social media maturity. Get that bang for the buck.
As the New York Times reported earlier this year, breakfast cereal sales have dipped considerably in the past 15 years, from $13.9 billion (2000) to less than $10 billion (2015). "Almost 40 percent of the millennials surveyed said cereal was an inconvenient breakfast choice because they had to clean up after eating it," wrote Kim Severson, at the Times. Other cultural changes — such as a heightened sensitivity to high-carb, sugar-packed cereals and a general shift toward protein-heavy breakfast foods like yogurt — have impacted cereal as well. It wasn't always this way.
Ever at the edge of innovation in a category selling ephemeral beauty, over the years France-based L’Oréal brand has developed breakthrough products such as Episkin, a reconstructed skin model as an alternative to animal testing and more closely replicating human results. The company is the No. 1 nanotechnology patent-holder in the US, with 497 filed in 2015. Its use of nanotechnology and nanomaterials is applied to moisturizers, hair care products and sunscreen. Beauty built on tech.
No one can deny that marketers have made great strides in recent years accepting more realistic depictions of women instead of idealizing them. But, we still have a ways to go in the health and wellness industry. We're still constantly being told how to act, eat and feel, and it's hindering the very pillars of the industry. Here are some common mistakes brands make when talking to female consumers about their health, diets and body issues. Step your game up.
Lego is now so popular that the Danish company, struggling to keep up with demand, decided this year to discourage US consumers from buying any more of its celebrated building blogs. The world’s most profitable toymaker reported plateauing North America sales, for the first half of 2016, but Lego chief financial officer John Goodwin said that was all part of a wider strategy. Let go of our Legos.
There’s no doubt we need the stuff—protein is one of the three macronutrients, along with carbohydrates and fats, that we get from our food. But of the three, protein is the only one that hasn’t been vilified by the media. Some of the most popular diets of the last decade, like Paleo and Atkins, encourage eating large amounts of protein while avoiding carbs. Food companies have found a marketing opportunity. A market-made love affair.
The new Most Interesting Man in the World is younger and French, and will appear in a teaser spot beginning today. The new campaign "will be a familiar template but will still be fresh and new. If the old campaign is a look back on a life well-lived, this is much more about ... you're seeing his life unfold in real time." Stay interesting, friends.
Gatorade is pushing the boundaries of Snapchat with a video game ad tied to the U.S. Open. The old-school tennis game features 22 levels with each representing one of Serena Williams’ Grand Slam wins. Level 23 will unlock on September 10, the day of the Women’s Finals, should Williams win. We're not waiters, but boy, can we serve.
If a movie or TV show doesn’t want to feature a real brand, there are a few options: come up with your own brand or hire a prop house to do the job for you. Instead of covering up brands with tape or running into a legal nightmare with brands, prop designers create brands that are fictional. As a result, the keenest observers will see some of these fictional brands pop up in more than one place. Hey, I know you.
Eric Ryan says Target laughed him off the first time he tried to get his products on their shelves. Now Method does $100 million in annual sales through Target. It's a dirty world.