Hello… welcome to our latest #MontageMashup, where each week we bring you the latest news and views from across the marketing industry. In this week’s mashup, we take a look at Coca-Cola’s latest ‘Taste the Feeling’ ad, Starbuck’s new Spring cups, Highland Spring’s packaging refresh, football live streaming on Facebook and more! So, let’s get started…
Coca-Cola’s diversity ad
Coca-Cola has released its latest ad as part of its ‘Taste the Feeling’ campaign. This isn’t just any ad, though, as it includes hints to the company’s viewpoint on diversity and inclusion. The ad features a brother and sister who are battling to win the affection of the family’s pool boy, by being the first to offer him a coke, before their mum beats them to it. The sub-plot of the ad is its aim to reflect different sexual preferences. Coca-Cola’s vice president of global creative, Rodolfo Echeverria has said “this story has more layers, including a wink that touches on our point of view regarding diversity and inclusion. We are managing our culturally relevant messages organically within our campaign spots not as the main subject of the story but as sub-text.”
Starbucks’ new Spring cups
Starbucks is no stranger to seasonal cups, and we are all aware of the hype that surrounds the introduction of the Christmas cups each winter (yes… we love those!). Well, now Starbucks has introduced a range of Spring cups. These new cups are bright blue, yellow and green with various designs on them including a happy sun and an umbrella and rain. These new designs will complete the set of seasonal cups for the coffee giant, with Spring previously being the only season that they had yet to cover.
Our PR and Social Media Account Executive Chloe loves these new cups, but what are your thoughts? Let us know!
Highland Spring’s packaging refresh
The UK’s leading producer of natural source bottled water Highland Spring has announced a packaging refresh. Highland Spring has said that ‘its new look creates further stand-out by improving references to the provenance of the water in Perthshire.’ Sales in the bottled water category are expected to hit 3.8bn litres by 2020, so it is definitely a good time for Highland Spring to try and cement its position as the leader.
The new design isn’t a complete change away from its previous look, in fact, it is still very similar. The main features of the new design, however, are ‘a distinct main image featuring silhouettes of the Ochil Hills, sky and floating clouds, incorporating the new logo in a 3-D effect to emphasise the unspoilt Perthshire landscape, embossed structural elements on the bottle, an updated transparent label with clearer brand logo featuring a modern redesign of the brand’s proud thistle crest, use of deeper purple tones and clear consumption messaging on multipacks.’
Image: Packaging News/Highland Spring
Facebook to live stream football matches
Facebook has agreed with broadcaster Univision and Major League Soccer (MLS) to live stream games from the top flight of US football. This new deal will give Facebook exclusive, English-language rights to stream at least 22 fixtures from the US league as the social media giant looks to grow its live sports streaming services. Facebook’s push for live sport shouldn’t come as much of a surprise given that ‘video now accounts for over two-thirds of all internet traffic.‘ Facebook has already begun live streaming matches from Spain’s top flight, La Liga on Friday evenings and we can expect the number of games and leagues to increase fairly rapidly. Numbers of consumers are cutting ties with satellite providers such as Sky, so Facebook could prove desirable for leagues and broadcasters who are looking to try and monetise live sports. Facebook isn’t the only social media platform to live stream football, with YouTube live streaming the final of last season’s UEFA Champions League.
Do you think this is a good move for Facebook and broadcasters? Let us know your thoughts below!
Messenger Day from Facebook Messenger
Messenger Day is a new service which has been added to Facebook Messenger, but before you get too excited it is simply just another way for people to post photos and videos which expire after 24 hours. Messenger Day is essentially just another Snapchat Stories, Instagram Stories or Facebook Stories. As with the others, Messenger Day lets people add text, drawings, emojis, filters and lenses and the layout is near identical to Snapchat when taking and sending photos and videos. To view other people’s ‘days’ Messenger follows the same format as Instagram with a horizontal carousel at the top of its main screen.
Whether people will use Messenger Day or not will remain to be seen, given the number of near identical options already available which people have been using for months/years now.
Posted by Messenger on Tuesday, 7 March 2017
The rise of the pop-up shop
Pop-up shops seem to be popping up more often these days and it is no surprise according to Mintel. Mintel stated that ‘unique physical spaces allow brands to stand out from the familiar clutter’ and that ‘a more specific opportunity lies in piquing consumer interest by experimenting with temporary physical spaces in unexpected places.’ Pop-ups can succeed given their element of surprise and that they can also serve as a testing ground before companies invest heavily into a project. They can also be used to solidify a brand’s image, as with Nissan who showed its commitment to sustainable energy by allowing guests to pay off their bill in its electric cafe by creating energy on electricity-producing exercise bikes.
As with most things, though, there will become a time when pop-up shops lose their appeal and just become part of the ‘clutter’ but until that day comes, we can expect to see brands taking advantage of pop-ups to pique consumers’ interest and get cut through.
With International Women’s Day last Wednesday, 8th March we thought we’d end this week on one of the most thought-provoking marketing campaigns in recent years. The UN Women’s #AutocompleteTruth campaign highlighted gender discrimination in a simple form, with autocomplete results from Google searches showing just how much discrimination and prejudice still exists against women. The campaign achieved 1.2bn impressions worldwide, there were 24 million Twitter mentions with the hashtag #autocompletetruth and it was talked about in over 100 countries, showing just how effective the campaign was in raising awareness. You can see the video below:
Don’t forget to check out next week’s #MontageMashup, right here on the blog!