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 some poorly conceived ad campaigns, Maltesers’ ads featuring disabled actors, The Electoral Commission’s link up with Snapchat and more! So, let’s get started…
Ill-thought-out ad campaigns
Last week there was a significant amount of talk on social media regarding Pepsi’s latest ad campaign featuring Kendall Jenner, and unfortunately for them, it wasn’t positive. In the ad, Jenner joins a protest and then ‘saves the day’ by giving a police officer a can of Pepsi. Critics on social media have slammed Pepsi for capitalising on resistance movements which people risk their lives over and the choice of a celebrity who is not politically active. Unfortunately, though, it isn’t the first of its kind. Here are some other ill thought out ad campaigns:
Nivea’s ‘White is purity’
German skin care company Nivea released a new ad for its deodorant which featured a long-haired white woman, dressed in all white with the slogan “White is purity”. After coming under heavy criticism the ad was pulled.
— Scott Bellows (@ScottProfessor) April 4, 2017
Nivea’s ‘Re-civilize yourself’
Nivea also came under fire a few years ago when it released a magazine ad featuring a clean-shaven black man throwing a black mask with an afro and a beard. The slogan which accompanied this was ‘Look like you give a damn… Re-civilize yourself’. Nivea apologised after receiving lots of criticism, however, it didn’t seem to learn.
Sony’s ‘White is coming’
Back in 2006 tech giant, Sony was forced to withdraw a billboard campaign for its new white PlayStation Portable after it was heavily criticised. The ad featured a white woman grabbing a black woman by the face, with the phrase ‘white is coming’ accompanying it.
Image CC: Trent Bigelow
Maltesers’ ads featuring disabled actors prove ‘most successful’
Maltesers’ parent company Mars Chocolate UK has revealed that the adverts which prominently featured disabled people have proven to be the most effective advertising for the brand in ten years. The adverts were first rolled out in October last year on Channel 4 and were inspired by real life stories from disabled people embracing awkward situations. The brand’s targets for the campaign included a 4% growth in sales and 10% uplift in brand affinity, with these targets being easily exceeded – sales grew by 8.1% and brand affinity grew by 20%. Mars UK is actively embracing diversity with another of its brands, Snickers, which we mentioned last week was focusing on an LGBT campaign.
YouTube to block ads on certain channels
YouTube is making efforts to help ensure that ads from big brands aren’t positioned next to questionable content after it has received significant backlash for displaying ads from partners against video containing racist and otherwise objectionable content. YouTube has announced that it ‘will not allow ads on channels that have fewer than 10,000 views total, across all their posted videos.’ This 10,000 view threshold will help to filter out offensive videos which are less likely to attract much of an audience in the first place whilst also reducing the number of potential cases which need a human review.
The Electoral Commission’s link up with Snapchat
The Electoral Commission is utilising Snapchat in an attempt to encourage young people to register to vote ahead of the UK local elections in May. A voter registration Geofilter has been created which will remind teens to register to vote before the deadline of next Monday, April 17th. The filter will be skewed towards 16 and 17-year-olds in Scotland who will be eligible to vote in the council elections for the first time. The Electoral Commission has stated that ‘only 69% of 18-34-year-olds are correctly registered across Britain compared to 96% of those aged 65 and over,’ and that research shows ‘less than 50% of people in Scotland are aware that 16 and 17-year-olds can vote in council elections, and just 10% know when the registration deadline is.’
We think this is a great way of reaching a younger audience – it’ll be interesting to see if it helps the number of younger people registering to vote.
British Heart Foundation’s new social strategy
The British Heart Foundation (BHF) is well known across the UK, but it is hoping that its new social media strategy will change perceptions of the brand to help people see what it offers at a local level. The BHF is working to empower its hundreds of shops, fundraisers and other volunteers to create social media content on Twitter which will give an insight into the charity by those who are on the ground. The BHF hope to give as many people as possible the opportunity to tweet out content but without the risk of damaging the main brand. BHF social media manager Athar Abidi has said ‘by giving its volunteers a voice in the social space it will help encourage more donations and ease the pressure across the business to create content centrally.’ Abidi went on to say that there is a misconception about the charity and that “some people are much less inclined to donate to what they consider a national charity as opposed to a local charity.”
We are ending this week on the release of Tiffany & Co.’s ad campaign featuring Lady Gaga. The campaign was first announced in February when Tiffany & Co. launched its first ever Super Bowl halftime ad, conveniently just before Lady Gaga took to the stage to perform the halftime show. Now the full ad has been released and features Lady Gaga wearing various pieces from the new collection. You can see the video to go with the campaign below:
Don’t forget to check out next week’s #MontageMashup, right here on the blog!