The article is written by Steve Gibbons, Managing Director of Dew Gibbons, London
I don’t usually pick fights with shop assistants but on this particular occasion I had to. I was in the world’s best known toy shop—FAO Schwarz, New York—and the idea that Monopoly wasn’t a British innovation was preposterous to me, so I told him so.
Nivea is offering its fans a once-in-a-lifetime opportunity to share their personal style and creativity on a cap of a lipstick. The cosmetics brand has launched a competition dubbed ‘Kiss of a Style’ on its Facebook fan page and is calling its US consumers to join in to develop a design for the Nivea Care Lip packaging for truly memorable kisses. The winning limited-edition design will go live and be featured on caps which will be sold in stores across the USA in early 2013.
Following the name-focused promotion launched last year, Coca-Cola South Pacific has kicked off another activation revolving around personalization. The iconic carbonated drink brand is offerings its Australian consumers an opportunity to choose the bottle of Diet Coke, which suits their current mood, and get rewarded for this. The Reward Your Mood marketing campaign, which is fronted by a new Diet Coke ambassador, young US actor Chace Crawford, has been launched across Australia and includes on-pack, out-of-home and online promotion via the Coke Unleashed website and the brand’s Facebook page.
Having been set 8 years ago in London by our today’s interviewee Nick Dormon, Echo is made up of an eclectic mix of people, backgrounds, insights and experience which best matches the challenges faced by brand-owners — there isn’t a one size fits all approach. Echo’s fresh, but intelligent approach combined with uncompromised values influenced the likes of Unilever and Molson Coors to choose Echo as their creative partner on some significant and long-term projects.
In the interview to Popsop Nick shares his insight on the importance of graphics and structural design as one entity, explains why ‘madness, magic and meaning’ are the core Echo’s values, and argues on the shift from designing for stand-out to meaningful branding.
Consumers like when brands offer them more than they expect and amaze them with new product offerings, which could never be predicted. Following in the footsteps of Diet Coke with its nail polish and Virgin Atlantic with the lip gloss, Malibu Coconut Flavoured Rum has revealed its own make-up kit worth £20. The new set, which includes a mirror, coconut-flavoured lip gloss, eyelash curlers and eye shadow, is given to those who buy a Malibu drink for themselves and a friend at 4,000 participating UK outlets these months through the end of summer. For this promotion, the alcohol drinks brand teamed up with cosmetics brand, Models Own, which provided the make-up items.