From paws to people and #hashtags to controversies, it’s all been kicking-off this month in the world of PR, comms and online marketing. And we love it when that happens because, well, not only does it give us a tonne of stuff to talk about but it also gives us some pretty tasty (but sugar free) food for thought…
So without further ado, here’s our pick of campaigns from July 2015…
Tesco - Ribena's Capri-Done
Tesco, the supermarket giant, has pledged to strip its shelves of Ribena's sugary drinks as of 7th September.
This comes as part of an attempt to "tackle child obesity" which will also see other best-selling products by Ribena and Capri-Sun disappearing from its shops.
While health food campaigners have welcomed the plans, some consumers are unhappy with the decision, claiming that it's denying customers of their choice to buy. They're also facing criticism for not withdrawing other unhealthy brands including Coca Cola and Mars.
This is a bold and impressive step (or PR stunt) from Tesco, but it'll be interesting to see if any other sugar-laden products will face the chop and indeed if other stores will follow suit...
Fosters - Why The Hell Not?
Fosters, the Australian lager label, has put a spin on its notoriously masculine image with its latest ad, "Why The Hell Not?".
The ad follows a male cheerleader trying to break into a female dominated profession as he battles against derogatory comments from his family and peers.
Ifeoma Dozie, beer brand director for Foster’s, Heineken, says: “The ‘Why The Hell Not?’ campaign maintains the brand’s long association with comedy and complements the wider changes we’ve been making to the brand. We’re expecting to see the new campaign really drive excitement, interest and ultimately sales for Foster’s.”
"Saatchi" Cool Advertising Concept
Taking advertising to a whole new level, M&C Saatchi has created the first ever artificially intelligent poster campaign.
The interactive posters, which can be found on London's Oxford Street, evolves unique ads based on the way in which people react to it.
"The technology works by using a genetic algorithm that tests different executions based on the strength of their various features or “genes”, such as copy, layout, font and image. By installing a camera on the posters, M&C Saatchi is able to measure engagement of passers-by based on whether they look happy, sad or neutral."
We reckon the potential for this is pretty mind-blowing!
JFK Airport –VIPaws
New York's JFK Airport has just announced that a brand new terminal is set to open in 2016 and for very important paws indeed.
As of Spring next year, pets will be welcomed into their very own terminal. The building will cater for an array of animals including dogs, parrots and racehorses. And the service will stretch beyond just a kennel upon arrival, with grooming treatments, a vetenary clinic, lawn space and more.
The project is set to cost a cool $32 million, but you can’t put a price on pampering your pups, can you?
We're a social company. We love social media and we love hashtags. But sometimes hashtags offend us (okay...just me).
Two of the Brummy based universities - DeMontfort and Birmingham - both used hashtags in line with the results day and the clearing process. One got it right, the other....not so much.
DMU opted for their own unique hashtag, #IchoseDMU. Paul Hindle, content and social media manager at DMU explains their reasoning:
"#IchoseDMU is a positive, celebratory hashtag. Students use it when they've got their provisional offer, or on results day when their place is confirmed, and those who get in through clearing will use it too"
A clever, original hashtag from DeMontfort. And then there was Birmingham City who hijacked #WorldEmojiDay and used every imaginable emoji. There are no words. :(
Paddy Power - Immigrants, Jump In
And last but by no means least....Paddy Power, the daddy of all controversial, should-I-shouldn't-I-laugh campaigns.
In its latest stunt, the betting company drove a truck from Dover to Calais, emblazoned with the slogan "Immigrants, jump in the back! (But only if you're good at sport)". The message was accompanied by photos of British sport stars, playing on the concept that the likes of Mo Farrah, Andy Murray have been "imported".
As timely as the campaign is, one might argue that it makes a mockery of the unfolding situation in Calais, in which hundreds of migrants are desperately seeking a way to enter the UK, for want of a better life.
Whether or not the campaign was in good taste, the coverage it received was widespread and it got tongues wagging, up and down the country. Mission accomplished.