Sister's Ice Cream

Here is a little piece of inspiration that should make you smile and admire the creativity behind it.

Sister's is a homemade ice cream from Iran, made by three sisters. The packaging design has been done in a way to represent the identities of the manufacturers, clearly mentioning that it is homemade ice cream.

It has also been designed to ensure that the packs stand out in comparison to other big and small players in the market.

The spark of colour, representing the flavours on a nice and soothing white background stands out and gives it a fresh, cool and summery look. The smart use of the illustration to show the different hair style brings the fun element.

I am not sure how big the #brand is, how strong its distribution is and whether this concept has been scaled up or not. I do hope that this #packaging is helping the brand win the consumers' hearts and share of wallet!

FATHER'S DAY

I was just reviewing the latest communication work from different #brands across various countries for the occasion of Father's Day until I came across this ad from Titan Company Limited.

At first, it felt like a very predictable ad with a story line that has been seen before. The use of black and white to evoke nostalgia also seemed like something that is not new.

I was about to stop watching it midway, but then I continued watching it, and I am glad I did!

The ad caught me by surprise, brought a smile on my face and I had to see the ad again to see those scenes once again.

Great job Ogilvy. It is quite refreshing.

UNBOX IT

#Unboxing is a phenomenon that gained momentum with the proliferation of gadgets and digital products. So much so, that the unboxing videos on #YouTube gets thousands of views.

Now if you are a smart #brand, you will pick up a trend of one category and apply it nicely to your category. This is what #Adidas does with their ZX 2K BOOST footwear, which are supposed to be quite advanced footwear in terms of design and technology.

So, these shoes also come packed in this specially designed box, which has been called 'Premium Artifact' by the design agency.

This custom engineered box offers a truly unique unveiling and comes adorned in its own retro, space-tech reusable carrying case. All the material is 100% #recyclable.

I find the #packaging quite cool and goes well with the brand personality.

WORLDWIDE REPUTABLE COMPANIES 2020

As per the Global RepTrak 2020 survey, the most reputable companies of 2020 are:

1. 🇩🇰 : Lego
2. 🇺🇸 : The Walt Disney Company
3. 🇨🇭 : Rolex
4. 🇮🇹 : Ferrari
5. 🇺🇸 : Microsoft
6. 🇺🇸 : Levi Strauss & Co
7. 🇺🇸 : Netflix
8. 🇩🇪 : Adidas
9. 🇩🇪 : Bosch
10. 🇺🇸 : Intel

How was this determined?
The 2020 Global RepTrak was conducted between December 2019 and January 2020 and considered 80,540 individual responses from across the world’s 15 largest economies: Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, Russia, South Korea, Spain, the U.K., and the U.S.

There were a total of 153 companies measured, who all have a global footprint and annual revenue of at least $2 billion.

It should be the goal, the dream and the aspiration of every company to feature in this list.

CHECK LIST

If are a marketer or an agency that works on a brand and wondering what kind of #marketing you should be doing at this time, then the answer is simple.

You need to be considerate, compassionate and humane.

Put out your brand message, if and only if it helps the receiver in this difficult time, and if you are unsure then this check list from #Ogilvy should help you.

LEGO + SUPER MARIO = DOUBLE EXCITEMENT!

The sole objective of a teaser video is to get people excited about the final product. This new video from two iconic companies - the LEGO Group and Nintendo does exactly that.

Yesterday, the two companies announced their partnership in launching a new product - Lego Super Mario that will be hitting the stores later this year.

As per their press release, 'Neither a video game nor a traditional LEGO brick-based set, LEGO® Super Mario™ is a new product line that features an interactive LEGO Mario figure who collects coins in real-life game levels created with LEGO bricks. The new line will let kids experience the playful world of Super Mario like never before.'

However, I feel that this new launch will also get all those adults excited who spent hours in their childhood, either being Super Mario and rescuing the princess or using Lego to give wings to their imagination.

I must say that those sound effects brought back so many memories and a gush of nostalgia! Looking forward to what this partnership entails.

HAVE A BREAK, HAVE A KITKAT YOGHURT SAKE!

#Japan is known for introducing exotic flavours of KitKat every year and a lot of those flavours may not even be accepted beyond the island, but these innovations drive the brand in Japan in a big way.

Their recent launch is KitKat Yoghurt Sake, which is an extension to the Sake KitKat that was launched in 2016. This new variant is in collaboration with former Japanese soccer star and now accomplished sake connoisseur Hidetoshi Nakata, who is bringing this special sake combination - rice wine made with super rich Jersey yoghurt into the chocolate world.

As a #chocolate lover and a KitKat fan, you may or may not be comfortable with the idea of seeing #KitKat in such a unique flavour, however the Japanese consumer will be paying a premium price for these chocolates coming in an eye-catching sky-blue packaging.

If you are a tourist traveling to Japan anytime soon, these alcoholic Kitkats might be something you want to add to your souvenir list.

If you want to know how KitKat become such a big craze in Japan, then this NY Times article would be the perfect place to start. Be prepared to be surprised and shocked.

https://www.nytimes.com/interactive/2018/10/24/magazine/candy-kit-kat-japan.html

TOAST IT THE WAY YOU LIKE IT!

Although bread is eaten universally, not everyone likes to have their bread toasted at the same level. Some like it lightly toasted while others like it to be dark.

However, most toasters only have two settings - burnt and not burnt. You can do your own trial and error to get the perfect toast but it is never consistent.

The R180 toaster from Revolution in USA doesn’t have that problem. They turned an insight into an opportunity and it lets you toast your toast exactly how you want it.

To let people know about this toaster, they launched a print ad where they showed all the possible shades of toast that you can achieve and they smartly used a colour swatch card to drive the point by converting it into a toast swatch card.

Innovation in product, creativity in communication - a perfect combination.

DOUBLE OREO BY CHIARA FERRAGNI - AN INFLUENCER MARKETING CASE STUDY

Cookie brand #Oreo has gone ahead and launched a limited edition Double Oreo capsule collection by Chiara Ferragni. This is an example of taking influencer marketing to the next level.

Most #brands leverage digital influencers by asking them to advertise their brands or products through a post or a picture. That is where they limit themselves. 

Oreo went ahead and collaborated with Chiara to launch a special edition product with #packaging that is associated with Chiara's style. Chiara is also going to be seen in their new ad film for this launch.

That is not it. Oreo is also launching a capsule collection inspired by Chiara Ferragni that #consumers can win as gifts and merchandise by participating in contests.

This product will be priced at the same price as a regular Oreo pack.

So, who is Chiara Ferragni?

• Chiara is an Italian fashion blogger, influencer, designer and entrepreneur who has collaborated with fashion and beauty brands through her blog The Blonde Salad. She started her fashion blog in 2009 and has risen over the years. 

• By 2013, Ferragni's blog had reached more than one million unique visitors and 12 million views per month.

• Her business ventures grossed about $8 million (mostly from her Chiara Ferragni Collection footwear) in 2014.

• In January 2015, Ferragni's blog and shoe line, Chiara Ferragni Collection, became a case study at Harvard Business School.

• In March 2015, Chiara was selected for the cover of the April 2015 Vogue España, making her the first fashion blogger to appear on any Vogue cover. Since then she has appeared on over 50 fashion magazines covers.

• In January 2016, Pantene announced Ferragni as its new global ambassador.

• In 2019, Amazon Prime made a documentary on Chiara Ferragni and her rise to this level.

Personally, I have been following Chiara Ferragni on Instagram for a few years now and she now has 18.5 Million followers globally! That is a huge reach for an influencer. In fact, she is more of a celebrity now than an influencer.

So how does Oreo benefit by collaborating with Chiara?

1. This new launch will lead to incremental sales for Oreo, just like any other innovation.

2. Oreo will potentially get new consumers who are big fans and followers of Chiara and would want to try a product that carries her name.

3. By partnering with a young fashion blogger, Oreo is building its cool imagery with the Millennials and Gen Z.

4. While Oreo would spend its advertising money, but posts and Instagram stories by Chiara Ferragni will get them immense global reach, which will amplify their campaign even further.

What are the advantages for Chiara by collaborating with Oreo?

1. An association with a global brand like Oreo builds her credential and equity even further and gives her a global reach beyond her current base.

2. It increases her market value a notch higher and gives other brands ideas and thoughts of partnering or collaborating with her in the future.

3. Oreo packs have phenomenal distribution and these packs would be available on the shelves of all supermarkets. People who do not know Chiara Ferragni would want to know about her, read about her and this will increase her follower numbers much more.

This is a win-win for both sides and a clear lesson from Mondelez on how to do Influencer Marketing beyond what most companies and brands do. 

I am excited to see this phase of Influencer Marketing grow in the times ahead and how marketing strategies will build this in their annual plans and promotion cycles.

NAPKINIZED

Why waste paper when you can have dual utility to it? This is the clear insight on which KFC is working in the markets of UAE and Lebanon.

They have converted their receipts, menus and even paper bags into a material that can then be used a napkin!

All of this material comes with the words NAPKINIZED so that consumers know what to do with it beyond its obvious use.

The receipts and menus use a special UV printer machine with bio-degradable and eco-friendly ink, so that after you have read them, you can easily use it to wipe your face or hands.

I hope that this does not stay limited to just these markets. It is a brilliant idea that needs to scaled up across all KFC restaurants worldwide and potentially by other QSR brands too. 

Image credits: bandt.com.au

CHEERS TO ALL

It is the role of advertising and communication to build brand equity and drive sales. However, it is also the responsibility of advertising and brands to understand culture and play a role in breaking stereotypes.

The HEINEKEN Company has launched a lovely ad film that uses only the power of visuals and lyrics to break a strong stereotype associated with drinking beer.

Don't miss the last line, where they do not mention beer at all. Very smart!

FLAGS

This is such a fantastic print campaign by Vittoria School for Language Mediators in Italy!

Using books, notebooks and notepads as props, each ad then represents the flag of a country.

The message that Vittoria School is giving is that not only does it teach a language theoretically but it also teaches about the culture of a country and how the people of that country speak in normal conversations. 

For me, the campaign is extremely creative without losing the simplicity. I just love the way the educational props have been used. The agency behind this campaign is La Fabbrica Creativa, Italy.

CUTE WATER BOTTLES

Yesterday, I came across a little collection of #Evian bottles in the supermarket 🛒

While it brought a smile to my face, it also got me thinking on the strategy and logic behind these specially designed and packaged bottles 🍶

Some of my hypotheses of the rationale behind their launch are:

1. Shelf stand out: It goes without saying that these bottles stood out from all the other bottle brands on the shelf 🔍

2. Price value equation: Evian water is priced higher than the other bottles in the market. Other than the quality of the water, this kind of unique #packaging also helps in justifying the high price 💶

3. Increased consumption: A bottle design like this induces you to drink more water which is not only healthy for you but also healthier for Evian's business 💰💰

4. Getting children excited for water: If parents are looking ways to get their children to drink more water instead of other drinks, then a fun packaging like this can play a key role 🔐

THIRST FOR YOURS

Innovation is one of the biggest reasons for incremental sales and expansion of user base in the FMCG world. 

#Cola companies understand this the best and therefore they keep bringing new launches to the market.

This time, Coca-Cola has gone ahead and launched two new flavours in the US market - Sprite Ginger and Sprite Ginger Zero Sugar. These ginger flavours are a fusion with their lemon-lime base, developed in response to the increasing popularity of ginger-flavoured sparkling drinks.

However, the brand did not just stop there. They went ahead and launched a limited edition line of clothes - Ginger Collection. Sprite got designer Jeff Staple on board, who crowd-sourced creatives on #Instagram and took inspiration from people across art, fashion and photography to come up with the designs.

Cola brands like Coke, Pepsi, #Sprite are part of the youth culture and they go beyond just the products. By giving their consumers the opportunity of wearing their clothes line, Sprite is taking yet another step to become a part of the consumers' lifestyle.

GO FETCH

Humour has a very important role to play in advertising. It has the ability to reach people and give them the message in a very simple and easy way.

Humour can also be quite tricky. It does not work for all brands and all categories. Moreover, marketers have to be very careful in selecting the right kind of #humour that does not disgust or offend their consumers but rather makes them laugh.

Agencies and marketing people also have to evaluate their brands with a sharp lens and see whether humour fits the brand personality or not. Otherwise, even the funniest ad will not help in building your brand equity.

Here is an example of a brand that has used humour well. US based dog biscuit brand, Milk-Bone has come up with a series of funny ads, talking about the importance of having a dog as a pet and then how Milk-Bone can make it even more fun.

I am sharing the tortoise film below that gives the message in crisp 15 seconds.

You can also see the other ads here: 

https://lnkd.in/ejM3A5r 

https://lnkd.in/e2SR-gc

FEEL IT

They say, you cannot unsee something after you have seen it. 

The Coca-Cola Company is pushing the pedal in its new outdoor and print campaign in Europe, where they are relying on the strength of consumer memory.

The company is putting the Coca Cola logo on different platforms in the same font and angle as how it appears on their bottles.

The line above every ad reads 'Feel It' and that line triggers the mind to visualize the bottle without the bottle being there! 

This is an idea by #Publicis where they have gone ahead and leveraged the visual icons of the #Coke brand - the red colour, the font and the iconic bottle.

It is a great example of how consistency of certain elements around your #brand play a big role in brand building. Go ahead and see all three pictures and I am sure that you will also feel the bottle.

THE LAST MILE

#Volkswagen Beetle is an icon in the world of automobiles. Also known as The Bug, it has been winning the love of fans across the world for decades. Every time a Beetle hits the road, it turns heads and people want to check out the person behind the wheel.

Not only is it famous for its car model, but also popular for its campaigns like Think Small and Lemon.

Now, after 70 years, the #Beetle is finally retiring and the car is signing off with a nostalgic ad film 'The Last Mile' built on the soundtrack of The Beatles - Let It Be, an acknowledgement of the fact that the Beetle appeared on the album cover of Abbey Road.

The ad also shows artist Andy Warhol to thank him for the painting that he created of the car.

All of these incidents and events played a great role in making the Beetle brand as iconic and as loved as it is today and an integral part of the culture in many countries.

A huge investment like this for a brand that will not be sold anymore is yet another example of how special this car and this brand was to all the people behind it.

Enjoy this beautiful tribute. 

STAR WARS

On 20th Dec, Star Wars: Rise of Skywalker will have its premiere, and to build up the excitement for that, the team behind it is coming up with various marketing ideas across different countries.

In Philippines, the team has launched a beautiful ad film, which shows two young kids going to crazy lengths, working on a mysterious project to create something magical.

The film has been made by Wunderman Thompson Philippines and the beauty of the film is in it finer points:

1. You do not need to know the language to understand the ad. The message can be understood by everyone.

2. The entire film keeps you intrigued, really showing the power of storytelling. 

3. The end is surprising and makes you smile.

Enjoy this gem of an ad.

OPEN 24 HOURS

Simple, effective and creative. The print campaign by McDonald's in Uruguay is brilliant. 

With the upside down text, the reader will turn the page around and as soon as she does that, she will notice that the time reads right on both sides, even though the time itself is different. The message is extremely clear. 

Conceptualized by TBWA\Worldwide, this is yet another example of a lesson in #communication - Do not try too hard. Keep it simple.

DIGITAL ADDICTION: YOU DON'T KNOW IT

Have you ever been in a restaurant or a tourist spot or a public transport and seen most heads down, looking into their #mobiles or other #digital devices, even when people have company?

As long as you are conscious about it and it does not affect your conversations and relationships, it is fine. However, when mobile phone engagement overpowers the real and true engagement and you start neglecting your relationships, there is a problem there.

Delete Institute, an NGO in Brazil, dedicated to guiding and informing society about the conscious use of technologies through training, consulting and support has launched a fantastic print campaign that uses extremely powerful visuals and shows people in different situations, busy in their phones. 

The beauty of the campaign is that each of this black and white picture shows a typical scenario, but the digital device has been removed from the picture. 

Each picture ends with a powerful line Digital addiction. Only you can’t see it. Delete conscious use of technology.