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 the most complained about advert of 2017, Doritos’ new ‘lady crisps’, Amazon’s Alexa Super Bowl advert and more! So, let’s get started…
Doritos criticised for ‘lady friendly’ crisps
Doritos has come under fire over the past few days following its announcement of ‘lady friendly’ crisps. The new crisps are designed to be ‘quieter to eat, less messy and also come in a packet that is designed to fit in handbags’. The lady-friendly crisps have been announced as the company has said that ‘women do not like to crunch loudly or lick their fingers in public while eating the snacks – unlike men.’ Whilst there has been no official release date (or if they will even be available in the UK) the announcement has been met with heavy criticism from social media users and other groups. Many users on social media have slammed Doritos for using ‘sexist stereotypes’ whilst others have questioned whether it is all a publicity stunt or advertising tactic. Should the crisps launch in the UK, new laws will enable the Advertising Standards Authority to prohibit them being branded as specifically for women.
Do you think this is just a publicity stunt or will we actually see these lady-friendly crisps on our shelves soon?
The most complained about ads of 2017
For the second time, KFC has topped the list for most complained about TV ad for the previous year. Last year, its ‘The Whole Chicken’ campaign received 755 complaints to the UK’s advertising watchdog, the Advertising Standards Authority. The typical complaints focused on concerns that it was ‘disrespectful to chickens and distressing for vegetarians, vegans and children.’ Despite the complaints, the ASA ruled that it was unlikely to cause distress or widespread offence and so the advert was allowed to continue running. Other ads to feature in the top 10 included Moneysupermarket.com’s ‘strutters and builders’ campaign, Dove’s controversial breastfeeding ads, McDonald’s ‘Dead Dad’ advert and Maltesers’ New Boyfriend campaign. In total there were 30,000 complaints to the ASA, however, no adverts were actually banned but 2 were pulled before the ASA could investigate.
Do you have any other ads which you think were a bit ‘close to the edge’? Let us know!
Facebook traffic down 50 million hours
It is estimated that traffic on Facebook is down by 50 million hours per day, which could be a major worry for the social giant. Facebook now reaches 2.13 billion people each month with 1.4 billion daily active users, so the figure of 50 million hours equates to just over 2 minutes per user per day. Whilst 2 minutes per user doesn’t sound a great deal, it is a worrying trend that Facebook will want to solve. CEO and co-founder Mark Zuckerberg has said: “2017 was a strong year for Facebook, but it was also a hard one. In 2018, we’re focused on making sure Facebook isn’t just fun to use, but also good for people’s well-being and for society. We’re doing this by encouraging meaningful connections between people rather than passive consumption of content.” Despite the drop in traffic to the site, Facebook still brought in $4.26 billion in profits in the last quarter of 2017 alone.
Will car emoji’s replace hand gestures?
As technology advances, we are seeing more and more voice-activated devices and one of the latest being shown off is a small display that shows images to motorists. It has been designed as an alternative to hand gestures and was shown off at the CES tech fair in Las Vegas in January. Rather than motorists taking their hands off the wheel to communicate with other drivers, the idea behind the ‘CarWink’ is that drivers can simply ask their device to display a relevant image.
We’re not too sure on this in the office, it may seem like a good plan to stop people from taking their hands off the wheel but at the same time, it adds another unnecessary distraction. Plus there is the possibility for further confusion between drivers of different generations. Younger drivers will be more au fait with emojis, whereas older drivers may not and so may interpret the emoji shown in the wrong way, adding to further confusion or distraction.
Gordon’s offering free drinks to delayed commuters
Diageo owned gin brand, Gordon’s is giving out half-price and free gin and tonics to commuters who are hit with rail delays. The campaign is focused on trains at Waterloo station and uses the hashtag #YayDelay and an algorithm which helps identify train delays. Travellers need to check yaydelay.com to see if there has been enough activity to trigger an offer and if there has then they can download a voucher on their phone and head to the Slug & Lettuce outside Waterloo Station to claim the free drink. It has also been stated that there are plans to roll this out to other stations over the course of this year.
We are ending this week on Amazon’s Alexa Super Bowl ad. The e-commerce giant went all out with this advert and included numerous famous faces taking on the role of the voice assistant, Alexa. However, despite Alexa being mention no fewer than 10 times in the advert it didn’t set off anybody’s Echo devices, unlike the Burger King advert and South Park episode! That’s because Amazon’s advert used ‘acoustic fingerprinting techniques’ which prevented Alexa-equipped devices from picking up the command during the 90-second ad. It is estimated that when using this technology 80-90% of false requests will be ignored by Alexa which is definitely helpful for anyone who has experienced their voice-assistant setting off randomly because of something that has been said on TV. Another technique that Amazon has up its sleeve is to send an inaudible signal to stop Alexa from responding.
Don’t forget to check out next week’s #MontageMashup, right here on the blog!