With the much-anticipated final season of Game of Thrones looming, everyone is abuzz about who will claim the Iron Throne. With multiple contenders clamoring for this iconic yet uncomfortable seat of power, it’s difficult to predict who will come out on top and who will crash and burn. With the controversies, chaos and volatility of…
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What people are talking about today
Kellogg Co. is selling a few of its brands, including Keebler cookies, to Italy’s Ferrero Group for $1.3 billion. Ad Age’s Jessica Wohl takes a look at Keebler’s longtime mascots, Ernie the elf and the other elves of the Hollow Tree. According to the “Advertising Age Encyclopedia of Advertising” published in 2003:
(TrendHunter.com) Punk-style streetwear seems like a common combination in the world of contemporary fashion as brands increasingly start to borrow from the edginess of the punk movement and the flexible versatility…
(TrendHunter.com) Drew Barrymore’s first-ever home decor line just dropped and as fans might have guessed, the Drew Barrymore Flower Home collection is full of chic, boho pieces.
The Drew Barrymore Flower Home…
The media buy includes roughly 20 TV networks and 100 shows, such as ABC’s “The Bachelorette.” But Colucci says the female-targeted digital placements, including Instagram posts, will consume a sizeable chunk of the budget that is “more than what we have [done] in the past with…other brands.”
The strategy is an example of how scrappy DTC retail brands have begun to influence how larger, more established marketers’ go-to-market strategies.
MillerCoors’ goal is to gain notice from women who typically drink wine and spirits. Cape Line is made with fermented cane sugar. It is similar to the process used to make spiked seltzers, a category that has boomed in popularity in recent months. But Cape Line adds stronger natural flavoring than most spiked seltzers, and a tad more added sugar, resulting in what Colucci says is a stronger flavor profile. Still, the drinks are kept at 120 calories, which is only a tad more than the average light beer (110 calories.) Flavors include blackberry mojito, margarita and hard strawberry lemonade. One of the TV ads plugs Cape Line as having “75 percent less calories than a classic margarita.”
Print
Entel
Checking the cellphone while driving causes more than 100 deaths each year in car accidents.
Don’t follow the other light.
Advertising Agency:McCann, Santiago, Chile
Creative Directors:Jose Ignacio Solari, Diego Tolin
Art Directors:Ignacio Gonzalez, Matias Jorquera
Copywriter:Matias Jorquera
Illustrator:Damián Balmaceda
Photographer:Damián Balmaceda
Online
Pet Shelter Horjul
PawsToy is an exact plush toy replica of an actual animal from the shelter. It enables parents to monitor a child’s responsibility before adopting a real pet.
Advertising Agency:Pristop, Ljubljana, Slovenia
Creative Director:Matija Kocbek, Peter Zabret, Blaz Vuk
Art Director:Matija Kocbek
Copywriter:Peter Zabret
Illustrator:Matija Kocbek, Ales Krdzic
Designer:Matic Klemen
Photographer:Matija Kocbek
Account Manager:Nika Perovsek, Nejc Kovacic
Social Media Manager:Ajda Perme
Media Strategist:Alina Zugelj Pikalo
Developers:Peter Rožac, Žiga Vu?kevi?, Martin Jagodic
Video Production:Nik ?ebulec, Ales Krdzic
Packaging Development:Primoz Antloga
Pr:Uros Stanc, Nina Orlic
Print
Honda
It’s not Christmas lights, it’s an accident due to excessive alcohol.
The end of the year season is one of the most dangerous on the country’s roads. Between increased traffic, alcohol consumption and holiday conditions, the roads are filled with dangerous vehicles. Because of this, the highest number of traffic accidents in Colombia is recorded during the holiday season. Also, the highest number of deaths from this cause.
For Honda, nothing matters more than people, nothing matters more than their well-being and safety, so we launched some awareness prints not to drive and drive.
Advertising Agency:Proximity, Bogotá, Colombia
Creative Director:Christian Tufano
Art Directors:Juan Parra, Cristian Cano
Copywriters:Camilo Garzón
Designer:Juan Parra, Cristian Cano
Print
Loreal
The sad truth about gender equality in Germany: Men dominate the management and executive boards – with 91.4%. Time to prove that women belong in leadership too. Based on a data project, L’Oreal Paris collected and analyzed several studies and data sets with results that led to the first cosmetic advertising for men.
Simplified infographics with products prove that women belong in leadership roles. For good reasons: With women in 30% of management positions profitability increases by 15%.
They perform 24% better in management reviews.
And help to develop more innovations, for example with 20% more patents per year.
Advertising Agency:McCann, Düsseldorf, Germany
CCO:Sebastian Hardieck
Ecd:Serdar Kantekin
Senior Copywriter:Schakir Islamow
Senior Art Director:Berkant Yerli
Final Art Worker:Jonas Boamah
Retoucher:Martin Komora
Digital Retoucher:Max Hornäk
Head Of Print Production:Oliver Hugo
Photographer:Thomas Steuer
Client Service Director:Sabine Bülow
Junior Account Manager:Katrin Weber
Head of Brand Strategy:Christian Bihn
Strategic Planner:Deborah Schaper
Team Lead Studio:Anja Schilling
Film
KIA
What goes into the making of Kia’s stunning designs? Outstanding designers? Or their magical inspirations? It’s time to find out and reveal the secret. Welcome to Kia. Welcome to The Power to Surprise. #Magicalinspirations #StunningDesigns #KiaInIndia
Production Company:Hungry Films
Director:Vijay Sawant
Producer:Dharam Valia
DoP:Jignesh Jhaveri
Music:Subhajit Mukherjee
Vfx:Mfx, Kl
Additional Credits:Vipul Indulkar, Pratim Shankar
Print
WWF
The precious nature of nature is overshadowed by the lack of awareness of the animal species in danger of extinction. So to raise awareness on the subject, we decided to represent some of these species in objects of desire because of their limited character, but this time the reason that their units are exhausted is different.
Advertising Agency:Leo Burnett, Bogota, Colombia
Copywriters:Angélica de la Hoz
Designer:Daniel Ramos
Katie Ford is now head of global brands at Twitter. She joins from Amobee, where she was chief client officer. Prior to that, she was president, client solutions at Publicis Media, working with brands including P&G, Coca-Cola and USAA. She replaces Melissa Barnes, who moves to managing director of Canada and Latin America. Ford also serves on the boards of a homelessness prevention group and She Runs It.
Illustration by Carolyn Figel
When Burt’s Bees toothpaste hit the market late last year, its low-key, folksy graphics looked like many other natural toothpastes from mom-and-pop marketers. But it’s made by Procter & Gamble Co. under license from Clorox Co., which owns Burt’s Bees.
That tells you almost everything you need to know about natural personal and home-care products today: A segment started decades ago by bootstrap operators with crunchy-granola roots is now dominated by the traditional packaged-goods giants and retailers, which have mainly bought their way in more or less under the radar.
Lifestyle guru Marie Kondo has gained fame by urging consumers to keep only items that “spark joy” in their lives. But her advice is also sparking joy for sellers of storage products and secondhand clothing. Kondo, whose “Tidying Up With Marie Kondo” show debuted on Netflix Jan. 1, is contributing to an uptick in sales for both types of retailers.
“There is a movement across the board toward health and wellness,” says Leen Nsouli, an office supplies and home improvement industry analyst at market research firm NPD Group. “Now it’s manifesting itself in this Marie Kondo trend, but it’s all about mindfulness and how to make my life better and contribute in a better way.”
While Netflix declined to provide viewership data, the show has been undeniably popular. Kondo’s Instagram following, at 700,000 on Dec. 31, has more than tripled to 2.8 million. Many brands are adopting some of Kondo’s language in their marketing as they try to tap into the joyful craze of organization.
How did Jane Goodall, world’s foremost expert on chimpanzees, get her name on a new scent of deodorant coming soon to a Whole Foods near you? Just luck, really.
About two years ago, Michael Cammarata, CEO of Schmidt’s, now a unit of Unilever but then a startup, got invited to a friend’s house to meet Goodall. “I heard her speak, and I was actually in awe,” Cammarata says. “I asked her, ‘What can people do to help you?’ She said she really wanted to connect with youth and get them inspired.”
Two years later, after another meeting during a Global Citizenship conference, came Schmidt’s Lily of the Valley deodorant, co-branded with the Jane Goodall Institute, which gets 5 percent of proceeds. After initially being sold direct to Schmidt’s subscribers online, the deodorant is moving into Amazon’s Whole Foods with a temporary exclusive and in-store promotion aimed at raising awareness and funds for Goodall’s work.
If you’re looking for what’s wrong with legacy brands, look no further than body hair. In 2018, Billie, a direct-to-consumer brand, launched Project Body Hair to spotlight women’s razor ads that show airbrushed legs and not a follicle of hair. Billie wanted women to throw out sham standards of beauty dictated by brand managers and to celebrate every twist and curl.
Brands such as Billie have altered the nature of branding. Unfettered by legacy messaging, and unburdened by the incumbency of customers, they go for relevance, especially among younger consumers. They reject static, monochromatic standardsnamely white, heterosexual and colonial. Beauty is now freedom, with all its quirks and caprices. Brands don’t always get to make the rules anymore.
This subversion of authority doesn’t favor legacy heavyweights. Jim Stengel, former global marketing officer at Procter & Gamble, told me that legacy brands are adept at building products around which they wrap a brand; brand management then kicks in to drive awareness, trial and loyalty. The d-to-c insurgents, however, each build a brand from within, and often from a place of empathy and personal pain. Around this personality, they assemble a tribe, united in their belief in how the product or service connects them to their individual lives and to their communities.
Film
Krajowa Izba Kominiarzy
Advertising Agency:Grey, Poland
Media
Lives Not Knives
The Gate London collaborated with charity Lives Not Knives to create a disruptive tactical ad this Mother’s Day to discourage young people from carrying knives.
As the people who would miss them most, Mums ask for their children’s safety this Mother’s Day above all else. The message of “Don’t Bring Mum Flowers” was displayed in funeral flower wreaths on a hearse and driven around residential areas before visiting Parliament Square.
Lives Not Knives, founded by Eliza Rebeiro, is the charity working with young people to forge connections with prospective employers by developing their skills, providing emotional support and inspiring them to trade their knives for a better, more fulfilled life.
Advertising Agency:The Gate, London, United Kingdom
Creative Director:Beri Cheetham, Hugo Bone
Art Director:John Osborne, Martyn Goh, Rickie Marsden
Copywriter:Claire Phillips
Photographer:Tom Harrison, Rich Maciver
Producer:Georgina Best
Editor:Ollie Mills
Film
Skol
Advertising Agency:Wieden + Kennedy, Brazil
Executive Creative Directors:Eduardo Lima e Renato Simões
Creative Directors:Bruno Oppido
Creative:Lucas Succi., Lucas Saicali., Ana Blanes, Ana Luisa Clé, Matheus Sanches
Digital Producer:Maurírico Yamaschita, Ricardo Barbin
Account:Alessandra Visintainer, Luiza Richarte
Planner:Luana Azeredo, Fernando Prado, Bruno Araldi
BI:Eliel Guilhen, Amanda Cândido
Media Plan:Thais Altschuller, André Chiapetta, Alex Bezerra, Gabriela Nascimento
Media Execution:Blinks
Client Approval:Lia Bertoni, Maria Fernanda Vilarinho, Lia Dutra, Alexandre Costa, Mariana Bier
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