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 Arla Cravendale’s new £3m ad campaign, Green & Black’s dropping its Fairtrade/organic label, Dunkin’ Donuts testing an abbreviated brand name and more! So, let’s get started…
Arla Cravendale’s £3m ad campaign
Milk brand Arla Cravendal has just launched a new £3m advertising campaign with its key focus on freshness. The ‘Moonicow’ campaign features a 60-second mockumentary style advert, where local residents of the fictional village of Cravendale claim the fresh tasting milk comes from the mythical Moonicow. The advert will be featured on television, on-demand services and on social media throughout August. The campaign is also planned to tie in with influencers and food bloggers. Stu Ibberson, senior director of marketing at Arla Foods UK said: “we are very excited to be launching the Moonicow campaign, which reinforces the fresh taste of Cravendale milk which we know our customers value.”
Green & Black’s drops Fairtrade & organic labels on new bar
Green & Black’s has announced that this month it is launching new Velvet Edition dark chocolate bars. This in itself isn’t huge news, however, this story is interesting given that the new bars will be Green & Black’s first in the UK without a Fairtrade or organic label. Rather than the Fairtrade label, the new Velvet Edition bars will carry the Cocoa Life certification, which has been set up by Green & Black’s owner, Mondelez International. Mondelez says that Cocoa Life is “a holistic, cocoa sustainability programme in partnership with Fairtrade.” Glenn Caton, Northern Europe president of Mondelez has commented on the fact there is also no organic label, he has said: “these beans are not available in organic at the scale required for Green and Black’s, but I am proud that they are sustainably sourced, independently verified beans from the Cocoa Life programme, of which Fairtrade will ensure we remain an accountable partner for farmers.”
Image: Green & Black’s
Dunkin’ Donuts to drop the Donuts
Dunkin’ Donuts has announced that it is testing an abbreviated brand name in select stores in America. The purpose of the change is to ‘reinforce that it is a beverage-led brand and coffee leader.’ A company statement regarding the name change had stated: “while we remain the number one retailer of donuts in the country, as part of our efforts to reinforce that Dunkin’ Donuts is a beverage-led brand and coffee leader, we will be testing signage in a few locations that refer to the brand simply as Dunkin’.” It has been suggested that if the trial performs well, it could lead to a larger scale redesign during 2018.
Havaianas’ Brazilian themed ferry
Havaianas, the Brazilian sandal company has taken over a New York ferry to bring the spirit of Rio to its riders. Havaianas has partnered with boutique convenience store chain New Stand to transform the New York ferry with a Rio-themed party vibe, rooftop bar, Brazilian themed decor and a Havaianas pop-up shop. The ferry was on the Manhattan to Rockaway route, with guests also treated to giveaways once they were aboard. Co-founder of New Stand said: “Havaianas is a brand renowned for enlivening consumer experiences with bold marketing… we couldn’t think of a better initial partner to create something fun for commuters on NYC Ferry.”
Would you like to have taken a trip on the Havaianas ferry?
Image: Aymann Ismail/New Stand
We are ending this week with some of the top findings from Ofcom’s UK Communications Market Report which was published at the end of last week. In the report, it shows that among Android users, nine of the top ten apps are from either Google or Facebook, with Facebook having three of the top five. 94% of Facebook users have used the app in the last week, and on average users check it 12 times a day, with WhatsApp checked 10 times a day. Younger viewers are spending more than an hour a day watching videos on YouTube, whilst instant messaging is killing traditional SMS, which is down 35% in the last 6 years. Perhaps surprisingly, Twitter has gained nearly one million users in the last year whilst LinkedIn has taken a big hit, losing 4 million users in the same period. Older users of the internet have also continued to rise with 53% of over 75s now online, with 78% of 65-74s. The slow decline in desktop is still ongoing, with only 11% of people considering desktops to be their most important device for internet access.
Have any of these stats surprised you? Let us know.
Don’t forget to check out next week’s #MontageMashup, right here on the blog!