Coors’ offer to buy us a 6-pack is just what America needs right now

Apologies to the teetotalers among us.

This Coors ad from DDB Chicago hits all the right notes for an audience that needs a little encouragement and camaraderie right now … in these “unprecedented times.”

Humorous call-backs to examples of our national fortitude in tough times lends a sense of belonging in the face of struggle.

And what was the thread throughout our historical challenges? Beer.

And who knows better than anyone that sometimes, you just want to crack open a cold one and forget your problems, if just for a few hours? Coors.

We’re looking for escapism and Coors is here for us. Is it healthy? Probably not. Is it America? Absolutely.

Coors seems to know its place in the current crisis: They won’t fix the problem; they don’t claim to be saving anyone; they aren’t pandering to our sense of guilt by calling their workers “heroes”, but they can help mollify our anxiety (take the edge off) with a 6-pack of silver bullet.

Why it’s hot

1. Offering to buy a 6-pack for those who need it most, based on stories people tell on Twitter is a surefire way to get strong social engagement and brand affinity.

2. Humor done well is a salve on our collective psychological wounds, and positions Coors as our friend who totally gets what we’re going through.

Source: The Stable

Hefty makes a brawny claim about reducing waste

One of the biggest challenges when it comes to recycling and reducing waste is in educating people on what it is, why it matters, and how to do it, all while not boring people to death about it, or coming off as preachy. Hefty takes on that messaging hurdle with a little humor and smartly keeps the details vague.

Another issue with marketing a brand’s waste reduction is in equating it to something people can understand. How do you wrap your head around the fact that globally we produced 275 million metric tons of plastic waste in 2010! You can’t. People need a frame of reference to understand these abstract numbers, and this campaign does that with the help of a somewhat goofy strongman pulling a passenger jet, which represents the weight of the plastics that Hefty has managed to reclaim.

Once interest is piqued, people are taken to a micro-site that explains in more detail Hefty’s sustainability efforts: Hefty

And what they’re doing is actually pretty cool and innovative. They have created a special bag in which to put hard-to-recycle plastics (those that are not accepted by most residential recycling programs) such as plastic food packaging, straws, candy wrappers, etc., which would otherwise most certainly end up in a landfill, in a tree, or choking the windpipe of a seabird.

Why it’s hot:

1. It doesn’t require you to identify as “green” in order to get it: A lot of “sustainable” brands lean into the lifestyle of the eco-conscious in their messaging, but that can turn off a lot of people who don’t identify that way. For a nationwide brand like Hefty, it makes more sense to stay away from identity and focus on their product and accomplishments.

2. It’s not much of an accomplishment actually, but it’s a start, and it’s backed up by action: Given the fact that more than 8 million tons of plastic are dumped into our oceans every year, a well-informed consumer might scoff at Hefty’s accomplishment of converting one measly airliner’s worth of hard-to-recycle plastic into new materials. But they have a model that helps collect plastics that you can’t normally recycle, and uses their product in a way people are already using it to do so.

3. Mining trash is actually a way to generate revenue: This is a mostly untapped market for raw materials, which is essentially TerraCycle’s business model, of gathering material others can’t (or won’t) and reselling it, which had it earning $20+ million in revenue in 2018.

Source: Marketing Dive

Burger King jumps on Bronx-steps Joker meme

Thanks to the success of the Joker movie, the now famous Bronx steps have become an Instagram-able tourist destination, to the chagrin of many locals just trying to get to work.

Riding on the coat tales of this meme-fueled furor, Burger King took the opportunity to create some local goodwill (while taking a jab at its main clown-mascotted rival) by offering Bronx residents a free Whopper, delivered by UberEats, as a consolation for having to deal with the rapid influx of Joker-stair tourists AKA clowns (burn).

Why it’s hot:

Brands are desperate to be a part of pop culture, and this campaign finds a low-risk, nonpolitical way to catch the viral wave, with little investment.

Rides on the pop-culture success of Joker, but comes at it from a snarky, unpredictable angle.

Source: Fast Company

Country Roads: Helpful Hazards

Read About It:

Why It’s Hot

Typically when you think of advertisements, you don’t think of cattle. Knowing that people are served thousands of messages a day, whether it be by mobile, TV, or the standard billboard sign… people often miss the crux of all ads because the space is flooded with messages. Therefore, I think this was a very clever idea because its all about thinking outside of the box in order to grasp someones attention. The placement couldn’t be any more perfect considering that people can’t help but to sight see and look at animals in the countryside.

Share a Coke with Humanity

JetBlue and Coca-coca conjured a stunt in Penn Station, where they asked New Yorkers to “share a Coke with humanity.” It involved rigging up a vending machine to spit out two Cokes, prompting buyers to share one with another person.

They wanted to test if the general rule of NYC transit, don’t accept gifts from strangers, holds. What did they find out?

Why is it hot?

How do people connect with brands and advertisements? Through other people. Coke and JetBlue were able to do this in the video footage by showing a very human element in everyone: benevolence. The goodness in people is what was really inspirational. Coke and JetBlue did a phenomenal job of creating a connection between people and their brands.

Snapping to you from McDonald’s!

Snapchat has a new source of revenue, via the geofilters that have become very popular to use amongst users. Those using the app in the past few months have likely noticed the availability of unique filters based on their geographic location at the time they send the photo or the video. Here are some examples of these filters.

Now, Snapchat is offering brands/corporations opportunities to design their own location-based filters, for a cost. McDonald’s is the first company to embrace this new marketing opportunity.

mcdonalds snapchat geofilter

Why’s it hot?

With 65 million active users, one of the biggest questions regarding Snapchat relates to how it can connect advertisers to users without scaring them away from the app. Using filters to make this connection is arguably the most creative and least intrusive way that in a way, that feels like a natural extension of the geotag feature. One possible shortcoming of this idea is that it arguably offers minimal exposure for corporations that don’t operate in a strictly “physical location”.


For more about this, check out this link.


New Browser Extension Puts Advertisers Under the Microscope

Cue Rockwell, we’re talking tracking online media.

These days, consumers are increasingly more aware of the lengths that advertisers go to find, target and track them online. But because online advertising remains an area shrouded in mystery, the medium carries a high level of skepticism and negativity in consumers’ minds.

Here enters Floodwatch, a new browser extension created by Jer Thorpe and the Office of Creative Research. Billed as “a collective ad monitoring tool for social good,” Floodwatch actively watches and archives the ads served to users running the extension. The tool gives users an instant window into particular ads they’re served to understand who’s serving them and uncover patterns about why they may see certain ads.

By empowering consumers with this information, Floodwatch challenges advertisers to behave more honestly towards their targets and elevate the standards by which they target and track individuals online. And by pooling users’ information, Floodwatch is able to pressure advertisers towards broader change that treat consumers more fairly.

Why It’s Hot

Some in the advertising world will undoubtedly see Floodwatch as a threat, reducing their abilities to target and limiting some “questionable” tactics. But we are all consumers, and as such we should applaud Floodwatch as a protection. Ethics aren’t sexy but they sure matter, especially in areas like digital where there may not be “rules of the road” to govern and moderate behavior. By challenging advertisers, Floodwatch is helping to make the Internet a better place to be. And who knows, maybe online media may become more trusted if consumers are more empowered to understand themselves as targets.

AHH! CocaCola turns its big advertising splash over to the young ones

Coca-Cola breaks new ground with a TV commercial this week titled “This is AHH” comprised almost entirely of short video clips made by their young fans. A few months ago Coke asked teens to submit short video clips sharing what it feels like when they take a sip of Coke. The best clips would be featured in a national Coca-Cola TV ad. As Coke put it, “AHH is that indescribable feeling you get from a sip of Coke. We asked our fans to show us their best interpretation of AHH for a chance to be in a national commercial, and it turns out “AHH” feels a little something like this. We had no idea. “

Why It’s Hot

Coke received 400 entries and chose 40 for the final cut. The clips in the ad came from all over the world — from Brazil to Salt Lake City to Jacksonville, FL. This ad debuted on Wednesday’s season finale of American Idol and will run on teen-friendly networks including the CW, MTV and Adult Swim. The spot is part of Coke’s teen campaign called “The AHH Effect,” now in its second year.

Coke’s reliance on user-generated content for a television campaign targeted at teens seems to signal a lot about this younger generation and what brands will have to do to engage it in the future. Interactivity is extremely important for younger audiences. They are a group that aren’t satisfied with just being told a story, but want to help tell the story, affect the brand, and, in this case, literally see themselves in that brand’s story.

Most kids in middle school or high school have grown up with YouTube and Facebook. They spend most of their time on mobile apps, like Snapchat. They are used to interacting with their media, controlling it, and, in some cases, creating it.

The future of advertising — where these teens are the most coveted market — will be about engagement. Brands will have to start thinking, like Coca-Cola, who has always been open to letting consumers interact with its brand. Companies will need to engage their consumers, not only emotionally, but through action and interaction.


Nike’s “Winner Stays” 2014 World Cup Ad

Last week, Nike released its new four-minute World Cup ad, “Winner Stays.” The ad features a group of youth playing a pick-up game of soccer while imagining themselves as the world’s best soccer players. The ad includes appearances by Cristiano Ronaldo, Neymar Jr., Wayne Rooney, Andres Iniesta and other soccer superstars.

Many believe Nike’s World Cup ad “Write the Future” set the standard for sports advertising in 2012. (You can watch it here) and it is safe to say the new ad did not disappoint.

You can watch the video here:

Why it’s Hot
First, did I mention that this ad, although obviously alluding to one of the world’s biggest sporting competitions, never mentions the World Cup. Why? Perhaps it is because the games are sponsored by Nike’s rival – Adidas.

Additionally to me, it’s also amazing to see the power of international brands taking the largest names and competitors in a single sport and getting them together to film an ad. Also, in a way, I see this as ad sending a positive message to the world. The ad emphasizes the fact that occasionally the world can come together for a for less serious and more peaceful purposes – for the love of the game