This is how you do (& don’t) celebrate International Women’s Day! #MontageMashup

Hello…welcome to the 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 International Women’s Day campaigns (some much better than others!), the 2018 Superbrands list, Tesco’s sustainable packaging and more! So, let’s get started…

Top Campaigns for International Women’s Day

Numerous brands took the opportunity to celebrate International Women’s Day through one form or another. Below we highlight some of the most talked about:


barbie-iwdIn the US, Barbie stated that 86% of mums ‘worried about the type of role models their daughters are exposed to’ and that the brand is ‘committed to shining a light on empowering female role models in an effort to inspire more girls’. As a result, it has turned Sheroes and inspiring women into Barbie role models, all honoured with a doll in their likeness. Some of the role models include Chloe Kim (snowboard champion), Nicola Adams (boxing champion) and Bindi Irwin (conservationist).


mcdonalds-iwdOn social media, and at its owner-operated location in Lynwood, California, Mcdonald’s flipped its famous Golden Arches, turning its M into a W. A statement from McDonald’s chief diversity officer said: “in celebration of women everywhere, and for the first time in our brand history, we flipped our iconic arches for International Women’s Day in honour of the extraordinary accomplishments of women everywhere and especially in our restaurants”. The reaction to the campaign has been mixed, however.

National Geographic

Actress and well-known activist Emma Watson took over NatGeo’s Instagram feed, where she selected and shared powerful images taken by National Geographic’s emerging female photographers around the world. Watson stated ‘women photographers are often under-represented and under-celebrated, so I’m thrilled to mark this day by profiling the talented female story-tellers and image-makers that are working hard to build empathy across borders’.

International Women’s Day logo changes

To celebrate International Women’s Day, numerous iconic logos underwent a makeover. Pringles, Monopoly, DreamWorks and Schwarzkopf all had their logos altered. Creative Equals, the company behind the logo alterations has said it hopes that ‘this movement will highlight the enduring issue of gender inequality’, and questions whether, considering 89.5% of design directors are male – this unconscious bias has an ‘influence on brand identity development’.

BrewDog’s ‘Beer for Girls’ backfires

brewdog-pink-ipaTo celebrate International Women’s Day last week, Scottish craft beer firm BrewDog released a pink labelled ‘Pink IPA: Beer For Girls’. The idea behind the product was to be ironic, humorous and ‘highlight lazy gender marketing and pay inequality‘, however, it didn’t have the desired effect. Despite a promise to donate 20% of profits from the new beer and its best-selling Punk IPA to a STEM charity furthering women’s education for the next four weeks, the new beer prompted fierce discussions about irony and gender stereotypes and backfired in its face. Many people commented that instead of making light of lazy gender marketing efforts, this campaign had, in fact, epitomised them.

What are your thoughts? Let us know!

Lego tops 2018 Superbrand list

Lego has been named as the favourite brand amongst UK consumers for the first time in the recent 2018 Superbrand list. Lego has put an end to British Airways’ four-year reign at the top of the listings, with BA actually falling outside of the top 20 following a brand crisis last May when a computer glitch caused travel chaos for thousands of passengers. Other brands to fall in the listings this year include Google, following headlines around brand safety and also Amazon. The news of Lego topping the list comes just a week after it reported its ‘first fall in sales and profits in more than a decade’.

Top 10 Superbrands:

  1. Lego
  2. Gillette
  3. Apple
  4. Andrex
  5. Coca-Cola
  6. Disney
  7. Marks & Spencer
  8. Boots
  9. Heinz
  10. BMQ


Chanel under fire for felling trees for Paris catwalk

Chanel has come under heavy criticism over the past few days for cutting down “century-old” trees to create a forest for its Paris catwalk. Environmentalists have claimed that this shows Chanel’s green credentials are only skin deep, with France Nature Environment (FNE) group saying Chanel gives itself “a more green image while completely divorced from the reality of protecting nature”. FNE goes on to say “Chanel has missed the point once again… trees, some of them a hundred years old, were chopped down for a few hours of show”. Chanel has responded by strongly denying that any of the trees sourced were 100 years old and that “in buying the trees Chanel also promised to replant 100 new oak trees in the heart of the same forest”. This isn’t the first time the fashion brand has come in for criticism, last year it also faced a backlash when it presented its PVC-themed collection when plastic pollution is a hot topic.

Skymark reduces plastic used in Tesco baby wipes

Independent flexible packaging manufacturer, Skymark, has developed a PE film to be used in a laminate structure to reduce the weight and size of Tesco’s own label Ultra Soft baby wipes packaging. Skymark has managed to down-gauge the PE film from 50um to 35um which results in a weight reduction of the packaging of 20%, before application of the lid. Skymark has stated that ‘the switch has removed 57 tonnes of plastic from the waste stream in its first year’. Paul Glover, commercial technical director at Skymark has said: “Our goal was to create a pack which was more sustainable and lighter weight, without sacrificing the aesthetics and performance of the pack in production. A focus on innovation and commitment to meeting customer expectations enabled us to turn that goal into a reality and create a pack that ticked all boxes”.

World’s first digital supermodel

The ‘world’s first’ digital supermodel is making big waves on Instagram recently. Shudu (@shudu.gram) is the creation of Cameron-James Wilson a British photographer and has been reposted by Rihanna’s Fenty Beauty line. Wilson learnt 3D on his own to build the ‘flawless’ model who has over 73,000 followers on Instagram. Whilst many people have expressed appreciation for Wilson’s work and skill in creating the first digital supermodel, others have been less appreciative, some accusing him of racism and profiting off black women.

What do you think of the creation? Is it simply clever and skilful or is there more meaning to it?

Increase in online retailer sales

According to recent figures from RPC sales at the UK’s biggest online retailers ‘jumped 23% in the past year’. The sales have risen from £6.8 billion on 2015-16 to £8.4 billion on 2016-17. RPC has suggested that one of the key driving forces behind this jump is mobile commerce, along with smart speakers and visual search. A separate report from Criteo backs up RPC’s findings, its report suggests half of all online transactions in the UK are carried out on mobile devices.

We aren’t surprised to see these stats as retailers attempt to compete with online giants such as Amazon (check out our sister agency Marketplace AMP if you are looking for support with your Amazon sales!).

And finally…

We’re ending this week on some quirky new kitchenware from Smeg. The new range is in collaboration with the iconic Dolce & Gabbana and features a toaster, mixer, blender, kettle and coffee machine. The designs will definitely polarise opinion and there is a definite love-hate divide in the office regarding these. Collaborations can be hugely popular and successful, as we found when helping to launch Brabantia’s Orla Kiely range of bins, so we have no doubt that Smeg will be stocking out of these when they are on sale.

smeg x dolce & gabbana

Don’t forget to check out next week’s #MontageMashup, right here on the blog!

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About the author

Nick Hill

Nick is our Senior Digital Marketing Executive. He is a Marketing Masters graduate with one of the most analytical minds we know! He’s a pro at content review and discoverability analysis, implementing Amazon content and platform marketing internationally for brands like Brabantia and Sphero. Nick helps clients take advantage of the 248m active customers worldwide on Amazon by optimising content to be discoverable and convert sales.