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 Adidas’ Earth Day football shirts made from recycled plastic, Harrods’ pop-up shop, Heinz’s ‘Mayochup’ Twitter poll and more! So, let’s get started…
Heinz sparks outrage with ‘Mayochup’
Heinz has caused outrage around the world with the announcement of a new ‘mayochup’ condiment. The sauce brand asked its Twitter followers in the US to vote whether or not they would like to see mayochup (a pre-made combination of mayonnaise and ketchup) introduced, stating ‘Want #mayochup in stores? 500,000 votes for ‘yes’ and we’ll release it to you saucy Americans.’ It didn’t take long for people to react on social media claiming that mayochup is nothing new and has in fact been around for years. There were numerous responses from people in the state of Utah who claim that this is in fact ‘Fry Sauce’ and has been around for at least 20 years, whilst some from Latin America claim that they first came up with the idea and that it is in fact called ‘mayoketchup’. No doubt the post sparked more of a debate than Heinz was initially intending, however, it certainly achieved its aim of getting people to talk about the idea and inevitably notice it if it gets introduced to stores in the near future.
To date the post has received over 930,000 responses, with 55% saying yes, meaning that the 500,000 figure has been reached and mayochup will be introduced to stores in America.
Want #mayochup in stores? 500,000 votes for “yes” and we’ll release it to you saucy Americans.
— Heinz Ketchup (@HeinzKetchup_US) April 11, 2018
Harrods launches luxury charity pop-up
Harrods, the luxury department store, has teamed up with NSPCC and Cadogan Estates to introduce ‘Fashion Re-told’, a pop-up of pre-owned luxury items. It has been called ‘the world’s most glamorous pop-up shop’ and is located on Sloane Street in premises donated by Cadogan Estates. The pop-up opened its doors last Friday (13th April) and is planned to run for one month with customers able to browse and shop a selection of designer pieces that have been donated by Harrods customers, employees and from the luxury brands themselves. Prices of the items range from one-hundred to two-hundred pounds with all sales proceeds going directly to NSPCC. Alex Greco Wells, head of visual merchandising at Harrods has said: “When we’re dealing with such a troublesome topic, it’s better to have a lighthearted approach to make people smile.” Wells went on to say: “Number one for myself is that it is completely Instagrammable, because when you’re doing a charitable initiative, if you don’t generate noise on every platform, you’re never going to make it a success.”
Adidas has created football shirts from upcycled plastic
To tie in with Earth Day 2018, Adidas has partnered up with Parley for the Oceans to ‘upcycle’ plastic reclaimed from the oceans into limited-edition football shirts for all 23 of the Major League Soccer (MLS) teams. Each team will wear the ‘upcycled’ shirts in their MLS games this weekend (Friday 20th April – Sunday 22nd April). The shirts are made from a ‘material created from coastal plastic waste that was reclaimed before it reached the ocean’ and will be available to purchase on the Adidas and MLS online stores. Cyrill Gutsch, founder of Parley for the Oceans has said: “Creating change and playing soccer feel very similar. You strategise, you dive into the game and give everything you have. That’s why you never truly lose… The good thing with this partnership: with all 23 Major League Soccer teams flying our jerseys, the oceans always win.”
The Cybersmile Foundation’s #TrollingIsUgly campaign
The Cybersmile Foundation has launched its #TrollingIsUgly campaign on Instagram with social media influencer Chessie King. The aim of the campaign is to highlight the abuse people are subject to when they put pictures of themselves online. The campaign starts with King uploading a video to Instagram of herself in her underwear asking people what they think, then later in the day another video is posted showing how her body had been changed, via photo editing, inline with all of the negative comments her original post had received. The second video shows her after having a virtual waist tuck, slimmed down legs and arms, eyebrows removed, a shrunken nose, big lips and more. It was designed to give an idea of how she would look should she have listened to all of online ‘trolls’ and alter her body as they suggest. Dan Raisbeck, co-founder of the Cybersmile Foundation said: “Body image is a huge issue for many people, especially young women. We hope this campaign encourages people to celebrate their individuality and understand that other people’s judgements do not define them.”
We really like this campaign for the fact it highlights how everybody is different and how there is no perfect look.
Snapchat is bringing back Spectacles
Despite the first iteration of Snap’s Spectacles being nothing short of a disaster, the company is looking to release a second version. It has been reported that the new Spectacles will feature two cameras, a new design, built-in GPS and come with a leather case, but will also cost around $300 ($170 more than the original!). It seems surprising that Snap is still pushing forward with its Spectacles hardware given the fact its original Spectacles didn’t take off and had hundreds of thousands of the sunglasses remaining unsold, resulting in a £30 million loss for the company (that and the fact Google Glass didn’t exactly light it up either). Maybe it will have more luck with the more premium offering? We will just have to wait and see, but we are certainly unconvinced in the office.
We’re ending this week on some stats on the use of social media in 2018. A new Pew Research Center survey of US adults has found that YouTube and Facebook lead the way in terms of the number of people using social media sites with 73% and 68% respectively. There is then a significant drop to Instagram with 35% followed by Pinterest (29%) and Snapchat (27%). Twitter use is down at just 24% in comparison. When broken down by age, there is a significant difference in some of the stats. Amongst 18-24-year-olds Snapchat is used by 78%, with 71% of these using it multiple times a day and YouTube is used by 94% of those within the same age group. Pinterest remains substantially more popular with women compared with men (41% v 16%). LinkedIn is used by 50% of those with a college degree, yet only 9% of those educated with a high school diploma or less.
Don’t forget to check out next week’s #MontageMashup, right here on the blog!