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Monthly brand mashup #12 February

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 is going on in each industry, here's a look back at what we think you need to know from the month of February 2016.

February was home to two major events in the advertising calendar. Valentine’s day and the Super Bowl.

So firstly the Super Bowl. Much like the previous two years before advertising conversation around the event focused on the cost of the ads with a 30-second commercial exceeding $5 million. But that is nothing new, and we’re sure next year the cost will go up again. There were a couple of ads in our opinion that were worth a mention.  

The first is the ad that has created the most buzz, shares and general positive reaction. Amassing 900k shares during the Super Bowl, Ultrasound by Doritos, is a great example of how to use the $5m spend to its best effect. The ad is not only funny; it fundamentally hits its objective of making Doritos THE most talked about brand this Super Bowl.

The second advert we wanted to reference is T Mobiles Restricted Bling. Although the ad has generated massive coverage for the brand, we can’t help thinking that maybe all it does is rip off the original Orange Snoop Dog ad?

Another major event in February was Valentine’s Day. And again many brands took advantage by showing their support, however, our favourite has to be Ikea. We found truth in a lot of these cartoon images using the line "Love is complicated, Ikea is simple" they are brilliant! Well done Ikea.

February also saw a number of sports brands try and stake their claim as the apparel of choice for the serious athlete.

Asics, traditionally considered to be a running brand, is attempting to reach a wider, younger global audience with its new ad campaign ‘Want It More’. The campaign adopts a motivational approach to encourage professionals and amateur athletes to push themselves in pursuing their goals and adopts a rallying cry of do they ‘want it more’

We found this to be a really interesting approach from Asics – definitely not about accessibility and the notion of everyone as an athlete (Nike), but trying to position themselves for those that are committed and actually manage to balance it with a nice, non-intimidating tone. We like it.

On a similar message, but with a very different tone, the other brand to mention is Under Armour.

Under Armour has released the second instalment of its global ‘Rule Yourself’ campaign with two new TV spots featuring Dutch footballer Memphis Depay and members of the USA women’s gymnastics team.

Called ‘It’s What You Do in the Dark That Puts You in the Light’ and created by Droga5, the videos aim to highlight the immense amount of training athletes must go through to be successful.

Under Armour is a great example of brand that has really made a virtue out of a challenger brand positioning. And it has paid off, with the brand forecasted to reach $20bn revenue by 2025.

While it has grown remarkably since it first started in 1996, Under Armour has retained its underdog spirit. This is reflected in its brand positioning, best exemplified in its “I will what I want” line, as well as its strategic use of athletes. One of the best examples of this is the spot featuring Misty Copeland, the first black woman to be promoted to principal dancer in the American Ballet Theatre’s 75-year history.

Now acquiring a number of other fitness companies and apps such as MyFitnessPal and MapMyFitness, the brand is only going to grow and grow.

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.