Who doesn’t love Dorito’s? Nacho, Cool Ranch, Flamin’ Hot, whatever you fancy, they’re a classic and delicious snack. But for as long as they have existed, eating them has come at a price – Dorito’s fingers, the unshakeable film of Dorito’s dust that ends up all over everything you touch unless you clean your hands after each chip.
But your clothes, furniture, pets, and gaming controllers no longer have to live in fear, for the Dorito’s Towel Bag is here, giving Dorito’s lovers a way to clean their hands while eating their favorite snack.
Why it’s hot
It’s a beautiful example of a brand embracing its essence, while improving its experience. Dorito’s dust is part of what makes Dorito’s the chip they are. But instead of eliminating it and changing the product, they created a new one to embrace their product’s dark side.
eMarketer compiled a list of why millenials follow a brand or company on Facebook, Twitter, or Pinterest.
Why It’s Hot
We live in a world where advertisers need to cater to their client, versus how it was years ago. For advertisers, understanding the reasons why users follow brands allows brands to give them exactly what they want. For example, the #3 reason why people go to the pages is to get a coupon, so utilize that knowledge!
Recently the Internets have been a-buzz the past few days over the purported #Bendgate phenomenon, where consumers’ new iPhone 6 Plus phones have developed bends after being sat on for extended periods of time. An aside, we really didn’t go with #Bendghazi instead?
While Apple has come out to acknowledge bending has occurred among a small set of users, that hasn’t stopped brands from shamelessly trying to jump on the trending bandwagon.
Some were good, like Kit Kat who incorporated the bend into their product while subtly reinforcing their co-marketing alliance with Google.
Papa John’s gave a more overt, but solid effort.
Coca-Cola tried to be witty, but instead came out a bit cheesy.
Then we have LG, who is trying way too hard to push their curved products:
And let’s not forget Dockers, whose awkward model pose makes you wonder why they even bothered.
Why It’s Hot
As with anything Apple, #Bendgate news is everything right now. Brands have jumped at the chance to demonstrate their “relevance” with consumers, but clearly some have done it far better than others. The best social posts combine relevance and humor with shared beliefs held by their communities. They don’t try too hard to be cool, they are effortless and natural. If consumers can see the effort you put into writing that post, then chances are it isn’t good marketing.
General Mills, the maker of major global brands like Cheerios, Bisquick and Betty Crocker may have bit off more than they could chew (yes, pun intended) with some stealthy new conditions written into their digital corporate policies this past Tuesday.
Under the new terms, consumers who perform digital activities like download coupons, “join” it in online communities like Facebook, or enter a company-sponsored sweepstakes withdraw their right to sue General Mills. And according to the New York Times, “Instead, anyone who has received anything that could be construed as a benefit and who then has a dispute with the company over its products will have to use informal negotiation via email or go through arbitration to seek relief, according to the new terms posted on its site.”
Further, “The change in legal terms, which occurred shortly after a judge refused to dismiss a case brought against the company by consumers in California, made General Mills one of the first, if not the first, major food companies to seek to impose what legal experts call “forced arbitration” on consumers.” The move follows a precedent set in 2011, with a Supreme Court decision found in favor of AT&T Mobility to “forbid class-action lawsuits with the use of a standard-form contract requiring that disputes be resolved through the informal mechanism of one-on-one arbitration.”
Why It’s Hot
Frankly, it’s not. But it’s incredibly important to consumers and marketers alike. When considering the nature of General Mills’ products–edible and potentially lethal if an allergic reaction occurs–this revision is significantly broadening the precedent set forth. Moreover, the provisions put a “choke hold” of sorts on any consumer who is purported to receive a “benefit” from General Mills or any of its brands, regardless of whether the company is at fault or liable for the would be damages in a lawsuit. And as marketing terms and conditions continue to morph in the digital landscape, marketers need to be cautious about the legal ramifications that engagement may now have. The ripples across sites and properties could be enormous and seriously impact who we market, serve, and interact with brands online.