KRAFT Mac & Cheese is promoting its four new flavours with the fictitiously nostalgic campaign that makes the audience believe that the new products have been around in the USA for decades. The agency Crispin Porter & Bogusky has developed fake online documentaries to “prove” that Cheese Jalapeno, Three Cheese Jalapeno, Garlic & Herb Alfredo, Buffalo Cheddar and Cheesy Southwest Chipotle played their role in the country’s history and became true cultural icons.
Category Archive: Marketing
Global design consultancy FITCH has conducted an international study in Europe, Russia and China to learn what influences purchasing behaviours of younger people aged 14-19, a so-called Gen Z. It was discovered that these shoppers, who represent the most culturally diverse type of consumers today, has their own “Five-point path to purchase.” The study is based on ethnographic interviews and first-hand feedbacks as well as design-focused observations.
Estee Lauder is encouraging women to share their nightly beauty moments via the recently launched The Beauty of Night platform. Started about a month ago to promote the brand’s product, Advanced Night Repair serum, the site works as an international destination that accumulates female beauty wisdom and allows ladies to share their expertise in real life with those who may need it.
Kimberly-Clark in a joint-promotion with Colgate-Palmolive have launched a coupon website in the USA, Pick Up the Values, to provide parents with tips and coupons for the companies’ personal care brands. This is expected to help mums and dads find better solutions for organizing the routine and budget of their families.
Vodafone has revealed the refreshed visual identity, “Power of Red,” that encompasses energy and the desire to move forward. The new logo developed by The Brand Union comes as an “enhanced” version of the branded sign introduced back in 1997. The creative team added a red rhombus shape emerging from the Vodafone’s much-recognizable inverted comma to render its “confident energy and progression.”
Nespresso has made real people and emotional moments the core element of its first-ever Australian advertising campaign, “Nespresso Coffee Moments.” The marketing effort, realized by via McCann Australia (creative) and Weber Shandwick (integrated), is infused with a big dose of sentimentalism as it explores the intimate connections between the consumer and coffee, revealed through visuals and video.
ABSOLUT is backing the transformation of an abandoned trolley terminal in New York into the first world’s subterranean park, the Lowline. The project, which has been partly funded through Kickstarter in early 2012, is now getting more support from the iconic alcohol brand that will be donating $1 from each sale of the new Absolut Lowline cocktail in participating bars.