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 a Walkers Twitter campaign which backfired, Evian’s new Snapchat filter, the return of the Budweiser frogs and more! So, let’s get started…
Walkers Champions League Twitter campaign backfires
Walkers has had to issue an apology after its latest Twitter campaign backfired spectacularly. The ‘Walkers Wave’ campaign, part of a Champions League push, asked Twitter users to submit selfies which would then be shown on-screen waving alongside Gary Lineker. Perhaps unsurprisingly though, some Twitter users took the opportunity to hijack the campaign and started submitting posters of well-known convicted criminals including Joseph Fritzel, Harold Shipman and ‘Yorkshire Ripper’ Peter Sutcliffe, resulting in some awkward Tweets appearing on the Walkers account. Other Twitter users were quick to point out the failings and Walkers issued a statement which read “we recognise people were offended by irresponsible and offensive posts by individuals, and we apologise. We are equally upset and have shut down all activity.”
Walkers isn’t the first brand to have a campaign backfire in such a way. Coca-Cola suffered the same fate with its #GIFTheFeeling campaign whilst Natural Environment Research Council also fell victim when users voted to name its new ship ‘Boaty McBoatface’.
Evian’s ‘Live Young’ Snapchat babies
Evian is bringing back its ‘Live Young’ babies, but rather than appearing in TV ads they will instead feature on Snapchat. Evian is adding a Snapcode to 300 million of its bottles of water for the digital campaign, which when scanned will launch a Snapchat filter. Evian is hoping to get people to see the world through the eyes of a baby with its ‘Oversize’ campaign, with global marketing director for Evian, Patricia Olivia saying “for us, babies are a way to use the metaphor to explain our promise: that when you drink Evian we awake the baby inside you.’
Bud Light brings back the Budweiser Frogs campaign
Bud Light is new to the UK market but has proven success across the Atlantic with it being the best-selling beer in the USA. To promote the brand in the UK, Bud Light is bringing back its sister brand Budweiser’s famous Budweiser Frogs campaign. The first Budweiser Frogs campaign was launched in 1995 during the NFL Super Bowl and featured 3 frogs, Bud, Weis and Er and now more than 20 years later a new frog, named ‘Light’ has been added. Bud Light marketing manager Andre Finamore has said “more than 20 years on from its original release, we still receive comments from people who remember the Frogs and ask us if we’re bringing them back… we’re playing on the nostalgic elements of one of our most iconic and memorable ads, whilst also giving it a uniquely Bud Light twist.” The new Bud Light Frogs campaign is running on both TV and social media.
Do you remember the original Budweiser Frogs advert or is this new to you?
Asda to relaunch Farm Stores brand
Asda has announced that it is to bring back its Farm Stores value brand, which was last seen in stores back in 2001. The Farm Stores brand was replaced by the Asda ‘Smart Price’ own-label range which will now itself be phased out next year. The Farm Stores brand will cover a wide range of products from the fresh and chilled categories including fruit and veg and meat. Tesco introduced its Farm Brand last year and it has proved to be a hit with customers, with Farm Brand products featuring in 64% of consumer’s baskets over the past year. According to Mintel ‘half of grocery shoppers think the main difference between supermarket retailers are their own-brand offerings’, so the reintroduction of the Farm Stores brand could be huge for Asda as it looks to recover from a difficult past 18 months.
We’re ending this week on Macmillan’s revamped marketing strategy. The charity is moving away from its ‘Not Alone’ campaign and is instead focusing on how it can help cancer patients live their lives. Executive director of fundraising, marketing and communications Richard Taylor has said “going forward we want to recognise that individuals who face a cancer diagnosis have a bigger role than just being a patient” and that “this is building towards the positioning that life with cancer is still life and Macmillan has a particularly important role to play in helping people do that. It is poignant but hopeful.” Macmillan is trying to move away from the perception that it supports people towards the end of their life as in reality it can help people at every stage.
Don’t forget to check out next week’s #MontageMashup, right here on the blog!