Welcome to Connect's Brand Mashup. To help you stay up to date, each month we bring you a monthly roundup of the latest brand news, insight and the trends in the world of marketing. Whether it's a look at popular brand campaigns or just a brief review of what going on in each industry, here's a look back at what we think you need to know from the month of September 2015:
A pair of big chocolate brands have been active in the marketing space this month, both launching innovative campaigns.
To promote their new Duet bar, Galaxy have teamed up with up-and-coming artists to produce a new TV spot putting a modern twist on the classic “Moon River”, featured in their oft-recalled Audrey Hepburn ad from 2013.
The new 20-second ad features the contrasting styles of Irish artist Chanele McGuinness and London-based lyricist Bxnjamin, reflecting the complimentary but contrasting flavours and textures at work in the new chocolate bar. Since the original 2013 ad, “Moon River” has really grown to become a part of the Galaxy brand and this ad allows them to build on that recognition while promoting the USP of their new product. The confectionary brand has also partnered with iTunes for the purchase of the song and Spotify for streaming.
Snickers have built on their hugely successful “You’re not you when you’re hungry” campaign by replacing the brand name “Snickers” on their packaging with a selection of different hunger symptoms. Snickers want you to share the new “Hunger Bars” with friends, preferably when they are being annoying because they haven’t eaten. This is a great way for Snickers to extend the lifespan of the initial campaign by engaging with their audience, all while communicating their message.
To launch the new packaging, Snickers ran a fantastic ad online featuring a hotline operator receiving calls from members of the public in need of a Hunger Bar for a peckish friend.
Supermarkets have been in the news this month for a number of reasons.
Continuing their radical brand cull, Tesco are pulling almost all Carlsberg products from stores as part of wider efforts to reduce their product range. This move is intended to increase availability and refocus on the smaller number of remaining products, enabling Tesco to further reduce prices, and follows the removal of Ribena, Capri-Sun and Kingsmill products from shelves earlier in the year.
Tesco are clearly at the beginning of a long journey to winning back customers, and those customers who have left aren’t likely to return overnight. People don’t shop for groceries the way they did 10 years ago, and Tesco are having to adapt to the changes in the market. Let’s not forget though, that Tesco are still the market leaders (28% market share vs around 5% for Aldi and Lidl), and that they already undertook one of the most successful brand transformations of all-time when they adopted their “Every little helps” moniker - If anyone is likely to be able to adapt to changing market conditions and increased competition it is likely to be Tesco. At the moment they are clearly reducing their stock exposure and realigning their product offering to meet customer trends, and they will likely support this with a strong communications strategy once this process is complete.
Bargain Booze has been making a splash in the press this month, too, with their cheeky “Aldi shmaldi” campaign.
Their comparison ads ran in print in The Sun and regional newspapers as well as in-store posters, point-of-sale ads and on social media with the hashtag #AldiShmaldi. German discounter Aldi is used to being on the other end of ads like this and have filed court papers against Bargain Booze demanding the campaign be pulled, and asking for £100,000 in damages - Bargain Booze have clearly touched a rather large nerve!
A brave social media move
Nescafé made an interesting marketing move this month when they announced that they would no longer be investing in their social presence on the likes of Facebook, and that their main website at nescafe.com would instead be moved to Tumblr. Nescafé have stated that they aim to move away from what they term “rented customer relationships” and instead focus on creating real life conversations with a younger audience. Their head of integrated marketing has said “The dotcom is a reflection of us talking to people; this approach is dead. It should be much more inclusive and allows conversations. Tumblr is fostering that possibility to co-create”.
The brand is hoping that fans will populate their page with their own coffee-ralated content from the plethora of media options open to Tumblr’s users; from simple text and photos to audio and video. Any of the content posted to Nescafé’s page can be “reblogged” elsewhere in the Tumblr network, allowing content to spread organically.
It is certainly an interesting move for the brand, and certainly seems in-line with current trends. Younger users are increasingly looking to Tumblr as their content sharing platform of choice over Twitter and Facebook, and Nescafé’s brave decision to move their primary web presence - Not just their social media footprint - over to a social platform should help them build deeper customer relationships.
We hope you enjoyed this month's brand mashup. If you'd like to start a conversation with us about your brand or join our mailing list, please do not hesitate to contact us.