Will the Museum of Ice Cream scoop up fans? #MontageMashup

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 Museum of Ice Cream, BrewDog’s recent PR stunt, Chanel’s male makeup line, and much more! So, let’s get started…

Move over Disneyland, here comes Museum of Ice Cream

If rainbows and sparkles are your thing, you’ll want to get along to the Pint Shop. No, we’re not talking beers (yet), we’re talking about a spinoff from the Instagram sensation Museum of Ice Cream. Not your typical trip to the shops, the Pint Shop is an immersive brand experience. Both the online store and pop-up shop in New York have the feel of a perfectly curated Instagram post. Photo opportunities are everywhere and amongst the ice cream and sprinkles, it’s not unlikely to see the odd chihuahua in a pink shopping basket.

The creator, Maryellis Bunn, has said she aims to be the next Walt Disney. Willy Wonka may be more apt given there is a ‘tasting room’ for the ice cream – in which millennial pink lab coats are handed out, of course. Bunn laments the loss of our ‘curiosity and creativity’, stating: ‘We need spaces that […] catapult our human behaviour interaction in a way that we haven’t seen before’. Such ostentatiousness isn’t for everyone, however, but if you want more of an ‘experience’ from your retail experience, watch this space.

Beer porn, anyone?

Speaking of pints, we’re now moving onto beer – specifically BrewDog and its new site, BeerPorn. These days it’s not uncommon to see the word ‘porn’ after a variety of nouns, think ‘food porn’ for example, and the brewery has picked up on this fact. Taking the trend and really running with it, the beer company has launched a PornHub-esque site named BeerPorn. With video titles such as ‘Josh has an ale-to-mouth adventure’, the parody is fairly heavy handed. James Watt, co-founder of BrewDog, stood by the choice, saying: ‘we are doing exactly what we did with craft beer; raising standards and eyebrows in equal measure’. The PR stunt is in aid of BrewDog’s new streaming service, The BrewDog Network. The channel will give subscribers unlimited, ad-free access to food and drink features (with a focus on beer), talk shows, and travel documentaries. A little more wholesome than first thought, no doubt.

Chanel launches makeup for men

In a company statement, Chanel has proudly said that ‘beauty is not a matter of gender, it is a matter of style’ and, as such, have launched a makeup line for men. Fittingly named Boy de Chanel, the line will include a lip balm, eyebrow pencil, and foundation. Chanel is not the first beauty brand to create a men’s range, it must be said: Tom Ford was one of the earliest adopters. Huge brands are finally beginning to embrace a movement towards more fluid ideas of gender, and, when looking good is the game, why not market to 50% of the population? Men have blemishes and can want full brows and luscious lips too, you know.

Join the Sustainability Gang for plastic-free fashion

Singer SZA has teamed up with the fashion brand, Champion, to launch a series of plastic-free clothes. Sharing the image on Instagram of a Champion blue sweater, with ‘Sustainability Gang’ embroidered on it, the American singer-songwriter wrote: ‘Who tryn save da oceans’. When she has 5.2 million followers, the collaboration is surely set to make an impact in the fight against needless plastic usage. With the rainbow, the Champion branding, the celebrity endorsement, and the comfort factor, the sweaters are bound to be a success.

Lastly, EasyJet encourages girls to take to the skies…

Ever considered how pilots are nearly always portrayed by men in Hollywood films? It is this problematic media representation that easyJet is trying to tackle in its latest campaign. The budget airline has reimagined the famous scene from Catch Me If You Can in which Leonardo DiCaprio, befitted in a pilot outfit, is flanked by a team of female cabin crew. In easyJet’s version, the pilot is a young girl and the cabin crew are boys. The idea being that both males and females can be pilots (or members of the cabin crew for that matter), regardless of their sex. Age restrictions continue to be in place, thankfully.

Don’t forget to check out next week’s #MontageMashup, right here on the blog!

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About the author

Lilli Hender

Lilli is a Senior Account Executive at Montage Communications. She has worked in B2B and B2C PR, marketing and communications for a number of years. She's an industry news junkie: keeping up to date with the latest trends and spotting the most exciting campaigns out there. This knowledge is applied to her work here at Montage, of course.