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 Sustainability.com

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

Put a hole in it? Or put a sock in it?

Philadelphia Cream Cheese came out with an ad for a machine called Bagel That! (which is supposed to be available on Amazon, but isn’t) which will turn any food into a bagel by cutting a hole in it. (Cue the strained laughter).

Why It’s Hot:

The idea is hot because it’s unexpected and a playful way to promote the product. Ultimately, it’s undermined by the obvious “humor.”

Humor and health do not mix. (Or maybe it’s what we need!)

Sickness, disease, health in general, is anything but humorous. Attempting to make a joke or take health lightly is an approach all of us — especially brands — know can be a dangerous strategy. While no Biopharma company would get near humor as a marketing strategy, another sector of healthcare is attempting to break the mold.

One sector of healthcare has evolved from minor-league marketing to full-fledged competitive strategies that boast of new doctors, new equipment, new specialties. You see it on billboards, local TV, even on the radio with the same strategy: ” Our hospital is the best at  (fill in the blank)!”

Yet humor has been used to differentiate many brands — and the current hospital strategies seem functional at best. One hospital network in the Northwest, GroupHealth (recently purchased by Kaiser Permanente) used humor in a recent TV and YouTube campaign to acquire new patients — and it worked!

Why is this hot? In the ever-changing healthcare marketing landscape, hospitals were always the laggards. Traditionally, they did not as a category advertise they just let patients come to them. Now, to be competitive they are becoming more innovative than Biopharma companies in many ways — even innovative in using acquisition strategies alien to their “culture”. And using humor is almost heresy! Yet, it works. GroupHealth set themselves apart and has been successful.

The maturation of any sector is always interesting to watch — the marketing learning curve for healthcare as a whole is occurring in fits and starts. In this case, one hospital is starting to break new ground. Laughter is healing.

 

#TextsFromMom x Voicemails From Mom x Samsung

Not in the mood for another emotional Mother’s Day ad? Watch Samsung’s #TextsFromMom ad for a good laugh. For an added twist, Samsung included visible phone numbers so you can call the mom’s and listen to their voicemails. Try one! 1-813-750-2964

Why It’s HOT: Samsung added a new twist with voicemails making their 2015 Mother’s Day ad rather disruptive.

Funny or Die Weather

Viral comedy site Funny or Die has its own weather app, and it promises to infuse some laughs into your daily weather forecasts.

The app is called Funny or Die Weather, and the main draw is a daily funny weather fact that makes observations like “The humidity of water is extremely high” and “No one knows what a barometer is.”

But nobody downloads a weather app solely for the jokes, so to make sure that its forecasts were up to snuff, the app sources its data from Weather Underground, which actually makes it just as reliable as any other weather app out there.

Aside from its jokes, the app offers some stylized weather animations to match the conditions outside, and it includes five-day forecasts, wind speed and direction, humidity, UV index, barometric pressure, sunrise and sunset info, and moon phases and tides.

We’ve never really heard of a weather app infused with jokes, but it make sense the more you think about it. The weather is boring, why not spice it up with a joke? The design isn’t as beautiful as, say, Yahoo Weather, but it’s not a limiting factor.

As far as the jokes go, Funny or Die thankfully appears to not have overdone it — the focus is still on the weather over the jokes for now — and with Weather Underground’s data powering it, comedy fans should find this app a fun addition to their collection.

Read more: http://www.businessinsider.com/funny-or-die-weather-app-2015-1#ixzz3PelLesZ3

weather

Why It’s Hot:

A simple spin for a very simple solution already existing. Humor has always been a way to enhance the experience of day-to-day things, and this is a perfect example. Also this is another great example of the ease and accessibility increasing for apps and the potential for niche applications.

 

Dollar Shave Club Takes to TV in a Big Way With New Campaign

Dollar Shave Club made its name largely on viral video and heavy Facebook advertising. But it’s about to take to TV in a much bigger way with a campaign breaking this week from the director behind spots for big spenders such as Geico and Dos Equis.

Chalk at least some of that up to success. Founder and CEO Michael Dubin said the upstart subscription razor brand finished October with 1.1 million active subscribers, $7.2 million in monthly sales and what the company estimates as a 10% volume share of U.S. cartridges.

“It’s no secret that advertising on television is a great tool in building your brand,” Mr. Dubin said. “Some of the messages we wanted to communicate felt really right for television.”

Three-year old DSC has been a major disruptor in the razor market, increasing sales and grabbing share while others faulter. In the retail market tracked by Nielsen, razor blade unit sales are off by 11% for the 52 weeks ended Oct. 25, according to Deutsche Bank

Like all DSC’s efforts to date, the four new 30-second ads rely on trenchant humor and focus on the high cost and inconvenience of store-bought blades. Hapless customers trying to buy razors in a store are alternately Tased, felled by a tranquilizer dart, punched in the legs or forced to strip nearly naked, either to get into locked razor cases or pay for what they find there.

Source: AdAge

 

Why It’s Hot

Dollar Shave Club is a fun brand to watch — they took the ecommerce space by storm with a super focused offering, an entertaining and quirky brand voice and a vision to own a very specific market. They’ve been pretty “underground” up until this point in terms of marketing, it’s interesting to see a brand like this break into TV. It shows: (1) TV spots can still be modern and relevant and (2) brands can find success in social advertising and use that to expand reach through other media.