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 the controversy over Dove’s latest advert, Coca-Cola’s virtual Fifa 18 sponsorship, an overhaul of the Schweppes brand and much more! So, let’s get started…
Controversy over Dove’s ‘racist’ advert
Toiletries brand Dove has come under fire (again!) for its latest ad campaign. The ad used a series of three images which showed a black woman taking off her t-shirt to reveal a white woman underneath, the third image then shows the white woman undressing to reveal an Asian woman. Dove responded quickly to the criticism and stated “an image we recently posted on Facebook missed the mark in representing women of color thoughtfully. We deeply regret the offense it caused.” However, for many people, the damage has already been done with people stating that they will never use the brand’s products again. Others also took to social media to highlight past instances of potential ‘racism’ from the brand, including a before and after campaign which shows a black woman under ‘before’ with a white woman under ‘after’ and a cream which was advertised for ‘normal to dark skin.’
— Habeeb Akande (@Habeeb_Akande) October 8, 2017
Coca-Cola’s virtual Fifa 18 sponsorship
It is common practice for brands to use ambassadors and celebrities to endorse and promote their products, but recently Coca-Cola took this to another level with its sponsorship of fictional and virtual footballer, Alex Hunter in the latest EA Sports Fifa 18 video game. The character forms the basis of one of the game’s most popular modes ‘The Journey’ and during this story, Hunter becomes a Coca-Cola Zero Sugar ambassador. Some people have said that this move is a risky one, whereas others have highlighted some of the benefits such as there being no potential for gaffes or PR disasters that could happen with an actual celebrity. Users of the game are also well used to sponsorship, with sponsors appearing on the teams’ shirts and around the grounds when playing.
Do you think this is a smart or risky move from Coca-Cola? We’d love to know your thoughts!
Coca-Cola overhauls Schweppes brand
Coca-Cola is giving its Schweppes brand a refresh as it looks to ‘tap into growing consumer demand for quality mixers.’ The investment will be its biggest in the UK in more than 200 years and will feature new bottles for its ‘classic’ range whilst there will also be a £6.6m campaign running from now until December this year which includes out-of-home, TV and cinema advertising, a digital campaign and sponsorship of the Jonathan Ross Show. The move coincides with strong growth in the market, with volume sales in UK mixers category growing from 193m litres in 2011 to 209m litres in 2016. Schweppes is the current market leader in this category with a share of 32.6% in 2016, but new competitors are starting to eat into this share. A new premium mixer range, called Schweppes 1783 is also being rolled out which will primarily be aimed at bars and pubs. Aedermar Howlett, marketing director at Coca-Cola Great Britain has said ‘the range was created in a response to consumers looking for quality products and as it looks to future-proof the business.‘
Formula 1 to turn pink for Breast Cancer Awareness Month
Formula 1 has announced a partnership with the world’s leading breast cancer organisation, Susan G Komen which will aim to raise funds and drive global awareness in the fight against the disease. The partnership will coincide with the 2017 Formula 1 United States Grand Prix in Austin, Texas and forms part of the ‘Drive for the Cure’ program highlighting the cause with sponsors, race promoters, teams, broadcasters and the FIA. Pink-themed merchandise will be available for purchase and fans will also have the opportunity to donate directly to the cause throughout the whole race weekend. Formula 1’s global social media channels will also encourage fans and followers to share stories and experiences of those affected by breast cancer.
Formula 1 isn’t the only brand doing turning things pink for Breast Cancer Awareness Month, our fab client Dishmatic has also released a special edition pink Dishmatic brush and is donating £10,000 to Against Breast Cancer in the UK and $10,000 to Young Pink Sisters in Australia.
We are ending this week on the idea of redefining the retail experience. For many years the relationship between physical stores and customers was all about transactions and purchases, however, as e-commerce has grown rapidly over the years the role of the physical store is becoming more experiential. Rather than being a place to simply make purchases, physical stores have evolved to become more of a ‘living showcase’ for products and brands. Customers can get hands-on with the products which simply isn’t possible online. The proof that e-commerce may not be the be all and end all is that hugely successful online retailers such as Amazon have ventured beyond the digital landscape and opened physical stores in recent years. Amazon’s Chief Financial Officer Brian Olsavsky has said that its chain of bookstores is “another way to reach the customer and test what resonates with them.”
So, whilst many stores are closing in high streets up and down the country, it may be that lots of new stores will open but will provide more of an experience rather than simply a means to buying a product.
Don’t forget to check out next week’s #MontageMashup, right here on the blog!