Four Loko teases a hard seltzer with almost triple the alcohol content of White Claw as booze makers battle to win over ‘bros’

Four Loko appears to be entering the battle to become the drink of choice for the modern “bro” with a new hard seltzer.

On Tuesday, Four Loko posted images on Twitter and Instagram showing a Four Loko seltzer labeled the “hardest seltzer in the universe,” with 14% alcohol by volume. For comparison, White Claw has an ABV of 5%.

“Hard Seltzers ran so we could fly,” the caption reads.

The hard-seltzer business is booming, with sales increasing by more than 200% over the past year, according to Nielsen. Over the Fourth of July weekend, the drink was the top-growing segment in the beer category.

Hard-seltzer-loving bros have been crucial to the beverage’s success, Business Insider’s Bethany Biron reported.

“Throw a dart at my fraternity composite, and you’ll find a guy who’s into hard seltzer,” a college junior and fraternity member told Biron.

White Claw — owned by the private company Mark Anthony, which also operates Mike’s Hard Lemonade — currently dominates, with about 50% of hard-seltzer market share. But other companies are eager to cash in on those seeking hard seltzer with higher ABVs, especially as younger drinkers ditch beer.

This week, Natural Light and PBR announced their own hard seltzers. Natural Light’s hard seltzer is 6% ABV, while PBR’s is 8% ABV.Four Loko seltzer’s 14% ABV would be the highest in the increasingly crowded market. Four Loko, owned by the Chicago alcoholic-beverage company Phusion Projects, did not immediately respond to Business Insider’s request for further information about the drink.

Why it’s Hot
Picking up on trends we talked about a few weeks ago, this hard seltzer business is somehow picking up even more steam, and getting more ridiculous.

Finding Home Outside of the Home

IKEA recently published their annual Life at Home report for research done in 2018. The study, in its 5th year, is extensive, reaching 22,000 people across 22 countries. The goal is to better understand how people actually use and see their homes in today’s changing world.

This year IKEA found a shift. In 2016, 20% of survey respondents felt most at home somewhere besides the place where they live. In 2018 that number increased to 29% for people who live outside of cities and 35% for people who live in cities. IKEA identifies 5 needs that contribute to feeling at home: privacy, comfort, ownership, security, and belonging. The suggestion is that a growing number of people are satisfying these basic needs elsewhere.

Why it’s Hot

Increase in population, urbanization, and economic stratification mean less living space for individuals and families. When the basic needs of feeling at home are not met where people live, people will search elsewhere. Brands and governments will be asked to respond.

Cardi B Goes Viral Against The #TrumpShutdown (Bad Language Warning)

On Wednesday night, Cardi B released a video on her Instagram handle, going off on the Trump administrations choice to keep the government shut down and for federal employees to work without pay.

<<NSFW language warning goes here>>

United States Senator from Hawaii Brian Schatz and Chris Murphy, Senator from Connecticut, debated retweeting her video. With an eager reply from Senate Minority Leader Chuck Schumer (or one of his staff members…)

Why Its Hot?

From AOC cooking mac and cheese and shooting IG stories of her freshman year in congress, to Liz Warren cracking beers on Instagram Live, pols are looking for ways to connect and be more human using social media. More progressive ideas are becoming popular because the language is more accessible.

 

Pharma Trend Spotting for 2018

Going into the final month of the year, we should take a look at what could impact pharma marketers in 2018, and it’s identified half a dozen high-level trends for the year ahead.

Those trends range from maturing technology innovations to marketing around patient hero stories that inspire but also normalize people with chronic conditions. And they’re “changing the opportunities and focus for our clients,” Leigh Householder, managing director of innovation at inVentiv Health, said.

Some of the big-theme trends originated in 2017 or even earlier, but they’re just now maturing to opportunity status. For instance, technology innovations like artificial intelligence and augmented reality will begin to play a bigger role in healthcare next year as they move from novelty experiments to real-world tools. A pilot program by England’s NHS, for instance, uses AI as a first contact point for patients and puts a machine in the place of what would traditionally be a human healthcare provider, Householder noted. The NHS pilot actually incorporates another trend, too: the shifting front door to healthcare.

The shifting front door, whether a new kind of technology interface or pharmacists taking on a larger role in ongoing contact and care of patients, has been evolving for years, but it’s become more important for pharma companies to understand and incorporate it into their strategies.

Another trend she pointed to is the emergence of hero stories, in the past year showcased by individuals who broke through with poignant or meaningful tales of helping others, such as boaters in Texas who braved dangerous hurricane floodwaters to help victims. In healthcare and pharma, those can manifest as showing more real people who are living complex lives with chronic diseases, for instance—people who are simply “living normal,” Householder said.  MRM has partnered with WebMD to showcase how patients with bipolar depression live, and it’s very compelling.

Source:

WebMD presents Bipolar Disorder: In Our Own Words

“You can imagine why this is happening now when so many once life-ending diagnoses have become chronic diseases. Whether you’re talking about COPD or cancer, cystic fibrosis or AIDS, people are living for decades longer than maybe they ever expected,” she said, pointing to an outspoken advocate, Claire Wineland, who has cystic fibrosis. Wineland has talked to media outlets about “‘what happens when you have an illness and you’re never going to be healthy? Does that mean you’re never going to be anything other than the sick kid?’ We’re increasingly hearing from voices like that of people who just want to normalize disease,” Householder said.

Another example is the introduction of Julia, a muppet with autism, on “Sesame Street.” Julia helps kids understand what autism might look like in another child, and although she has differences, she’s just another one of the gang.

Householder is working on a follow-up white paper about what these trends mean for pharma, but she offered some initial thoughts about ways pharma can adapt. Understanding how people use technology and creating better user interfaces more quickly, for instance, is one area where pharma can improve. Another is at the new and shifting point of care.

“In the new journey in healthcare, how do we be relevant, useful and impactful at the new points of care? Whether that means an artificial intelligence interface, a call delivery of a prescription or a true care interaction with a pharmacist, how are we going to take the plans we have today and evolve them to the places that people are increasingly receiving care and making healthcare decisions?” she said.

Why It’s Hot

As pharma marketers, we need to evolve with how people interact with not only brands but more importantly, conditions.  Offering support in a variety of ways is a smart way to ensure that patients get as much help as they need.

 

Source: https://www.fiercepharma.com/marketing/pharma-marketing-trends-for-2018-include-hero-stories-technology-maturity-and-frontline

ASMR: Sounds and Videos That Feel Good

ASMR was once a YouTube niche trend, but now it’s appearing in museums and ads, and funding creative empires. KFC was one of the first brands to capitalize on this phenomenon, but others will likely follow suit.

But what is ASMR?

ASMR or Autonomous Sensory Meridian Response, is a sensation triggered by soft sounds like whispering, hair brushing, or page turning. Not everyone feels ASMR, but those who do describe a tingling sensation in the base of their skull or the back of their neck. The trend emerged on YouTube in 2008 and shows now sign of slowing down. According to Co. Design,

As of [August 2017], there are over 9 million ASMR videos on YouTube. According to Google’s internal data, ASMR grew over 200% in 2015 and continues to grow consistently. […]

 

The term ASMR is pseudo-scientific; there hasn’t been any major academic research yet on this subject. Early adopters of ASMR would compile clips of “tingling triggers”—the rustle of trees in nature documentaries, for example, or the sound of typing in a commercial. Bob Ross, the famously ‘fro’ed host of 1990s instructional painting videos, turned out to be a popular source of ASMR found footage. As the community grew online, people began making their own videos. Since ASMR triggers can be different person to person, DIY videos offer up a spectrum of different scenes and scenarios. Some are made of tightly cropped shots of hands popping bubble wrap, crinkling paper, or scratching rough surfaces. Others feature ASMRtists—mainly women—speaking directly into the camera, usually at a whisper (for some, intimate attention triggers ASMR). Still others feature role play and fantastical settings, giving narrative context to the sounds that provoke ASMR feelings. […]

 

[B]y and large, most people in the ASMR community consider it to be more about relaxation and self-care. Many watch the videos to ease anxiety, insomnia, or depression. Even people who don’t feel the tingling sensation can find the videos therapeutic.

Why it’s hot

ASMR’s is not simply growing in the fringes of the internet. The power that this experience gives artists and others to connect with audiences in a physical and visceral way is bringing it fully into the mainstream. IKEA is one of the brands quick to capitalize on the trend, releasing an ASMR audio version of their traditional catalog.

Read more at Fast Co.

Air New Zealand’s Hobit Safety Video

We’ve all watched (or ignored) the flight safety videos airlines play each time we fly. Lately, some airlines has chosen to deviate from the normal instructional videos to create a much more entertaining way to educate their consumers onboard.

Air New Zealand, who is known for its creative safety videos, recently released the “Most Epic Safety Video Ever Made.”  This video plays off the Hobbit craze and was strategically released just ahead of the third and final film in the Hobbit trilogy. The instructional video features cameos from several of the trilogy’s stars, including Elijah Wood and Peter Jackson. In 2012, the airline also made a Hobbit-inspired safety video and promoted it with the same hashtag: #airnzhobbit.

Watch the video here: https://www.youtube.com/watch?v=qOw44VFNk8Y#t=122

Why It’s Hot

It’s entertaining, it’s different and it plays off a current trend. As marketers it’s important that we continue to challenge the status quo and redefine the norm to our advantage. That is exactly what this brand is doing with this video!

Read more here.