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.
Banner ads and a homepage takeover on Joe.ie carried the slogans "A 2 at 10 is a 10 at 2!" and "She’s seen more ceilings than Michelangelo". Silence is golden.
Is popcorn good for you? What about pizza, orange juice or sushi? Or frozen yogurt, pork chops or quinoa? Which foods are healthy? In principle, it’s a simple enough question, and a person who wishes to eat more healthily should reasonably expect to know which foods to choose at the supermarket and which to avoid. Unfortunately, the answer is anything but simple. Where does bacon fit into all of this?
In a time when kids learn to swipe before they can walk, you’d be forgiven for thinking squishing Play-Doh is no longer a rite of passage. But the Hasbro brand has found a way to make itself relevant to both kids and their parents through an array of creative branded content. One way the brand has done this is by capitalizing on current events. That rainbow bagel doh.
Introducing a Dollar Shave Club-style subscription model to other brands in the Unilever portfolio is “undoubtedly” in the pipeline. This loyalty among millennials the Dollar Shave Club has managed to foster is something Unilever is desperately looking to emulate across other categories. It admits that trying to do that internally by “re-educating” would have either been impossible or “taken so long the market would have moved on”. If you can't fix it, buy it.
It’s no surprise that the grooming company’s innovative ad strategy paid off. What can we learn from this? That being a distributor might land you a cool billion-dollar deal. Dollar shave club just got a whole lot more dollars.
From toothpaste brands to lipstick makers, marketers of consumer-packaged goods are jumping at the chance to target consumers based on what they've bought before. It's historically been a challenge for CPG marketers to know exactly who their customers are, and thus difficult to aim ads at them. But retailers gather loads of data about their shoppers' purchases. Now as real-world shopping data collides with location tracking and other technology, purchase-based advertising is becoming increasingly pervasive. The closer to the source, the better.
This week, Kellogg’s launched an all-day cereal cafe in New York. For $7.50 a bowl, it is a last-ditch attempt to milk what’s left of the millennial trend that epitomizes gentrification and consumer culture. Over the last decade, cereal has lost its hallowed place at the breakfast table as healthier, more convenient, morning food options grow in popularity – particularly among younger generations. The struggle is ce-real.
This week, Unilever has committed to stop stereotyping women in its ads, promising that it will “advance portrayals of gender” across more than 400 of its brands – which include Knorr, Dove, Cif and Surf. The brand publicly explained that it would address the three key areas where females are typically misrepresented: role, personality and appearance. It's about time.
In a ceaseless effort to remake the image of Barbie, Mattel has released “Video Game Developer Barbie,” meant to give young girls the idea they too can succeed in a traditionally non-Barbie-like field. It’s also supposed to help make up for a rather cringey print book “Barbie: I Can Be a Computer Engineer,” where Barbie was forced to ask her male colleagues for help with her work after she screws up and her computer gets a virus. She codes and she's awesome.
Since the dot com boom, the promise of the internet in fundamentally changing distribution, marketing, advertising and consumption has never fully lived up to the hype. Digital seems unable to truly slay the beast that is TV advertising. But the rise of new distribution and marketing channels, on-demand infrastructure and consumer tracking stands to dramatically reshape this funnel, collapsing it in on itself, opening up new battlegrounds. Those that can adapt, will thrive.