For Special K’s latest “More Than a Number” campaign, the brand invited women to a jeans giveaway: The gimmick was that instead of a size number on the pants, labels bore various positive words (“fierce,” “vivacious,” etc.). A tape measure featuring those words in place of measurements helped women figure out which jeans to try. In a video, women talk about how they hate shopping for jeans, and Special K asks, “Why do we let the size of our jeans measure our worth?” The final message: “Let’s rethink what defines us.”
This effort is similar to a U.K. initiative from Special K that we wrote about last year, in which women weighed themselves and saw encouraging words rather than numbers. At the time, we noted a spate of other campaigns that aimed to make women more confident in themselves rather than inducing anxiety by promoting unattainable beauty standards. This year, Dove’s hugely popular “Real Beauty Sketches” continued that theme.
New York City is now addressing the issue of body image and self-esteem with its Girls Project, which appears to be the first such campaign sponsored by a municipality, according to The New York Times. Bus and subway ads show smiling girls with the headline “I’m a girl. I’m beautiful the way I am” and lines like, “I’m funny, playful, daring, strong, curious, smart, brave, healthy, friendly and caring.” The word “beautiful” has sparked some criticism—that the campaign should emphasize values other than beauty—although the website does better than the ads, explaining that the project aims to “help girls believe their value comes from their character, skills, and attributes—not appearance.” Watch for more marketers to get behind this type of positive messaging, and expand it to include the male gender as well.
Photo Credit: The City of New York
We’ve seen brands responding to Millennial anxiety—brought on by high unemployment and ongoing economic malaise—both by addressing the jobs issue directly (Campari, McDonald’s, Benetton) and by aiming to inspire, as Levi’s has done with its “Go Forth” effort. Now two spirits brands are taking the latter course to target this generation, telling them to “Transform today” and “Defy the odds” in global campaigns.
Absolut’s “Transform Today” campaign continues the vodka brand’s focus on artists, spotlighting four young creatives: a fashion designer, a digital media artist, a graphic novelist and the artist/musician Woodkid, whose song “Ghost Lights” is the soundtrack to a manifesto spot. They are all “recreating themselves in order to become something more.” Print ads feature go-get-’em slogans like “Dare to think beyond” and “See where you take you.” Absolut’s VP of global marketing tells Forbes: “The campaign is to put a stake in the ground about what we believe in as a brand, which is ‘The future is not a given, it is what you create.’”
Johnnie Walker’s new iteration of its “Keep Walking” campaign also looks to the future—five years ahead, in the form of “a message of hope from a successful man to his younger self.” A TV commercial depicts “people trying to move themselves forward, with one foot in the frustrations of today’s workplace and an eye on the potential of the future.” The ad is empathetic—“You’re doing a job you don’t get. You’ve got talent no one’s ever seen”—before assuring young viewers that the future promises better: “One day you’ll rise up, defy the odds, silence the doubters.”
We’ve described Millennials as Generation Go: Rather than wallowing in the idea that they’re a Lost Generation, this generation is both resilient and resourceful, and notably entrepreneurial-minded. Brands that tap into this spirit will strike a chord.
This year marked the 10th anniversary of Coca-Cola’s Summer Love Festival: three days of parties, games, spas and music for Israeli teens—all with unlimited access to Coca-Cola. Of course, not every teenager who’d like to go can attend, setting up those who are absent for a serious case of FOMO: the fear of missing out, and in this case, the uneasy feeling that your peers are having a better time than you are. So Coca-Cola created a solution for a few of those left out: Social Robots, which allowed teens to join the fun virtually.
Controlled by users from their homes, these robots wheeled around the camp, equipped with webcams and microphones that allowed for interaction with festival-goers. Users could watch shows and even participate in competitions. Teens at the festival embraced the novel avatars, dancing and sunbathing with them. The robots also attracted attention from local media outlets.
By addressing FOMO—which is especially strong among social media-immersed teens—with a creative use of robots, Coca-Cola injected some novelty into this year’s festival, boosted engagement among attendees and brought its “Share the happiness” theme to life in yet another way. (Coca-Cola’s “Small World Machines” in India and Pakistan are another recent example.) Meanwhile, robot avatars have interesting potential, allowing brands to bring vicarious enjoyment to far-flung consumers; as part of its “Three Minutes in Italy” promotion, San Pellegrino recently let people take virtual tours of Taormina in Sicily using five remotely controlled robots.
Coca-Cola presents: The Social Robot from Gefen Team on Vimeo.
Chipotle’s new animated short film and mobile game, designed to “change the way the world thinks about its fast food,” follows on from 2011’s “Back to the Start.” That film, which was later edited into a TV commercial, depicts a family pig farm that turns into an “industrial animal factory” before the farmer regrets the move and reverts to his older ways. The latest, featuring Fiona Apple’s “hypnotic” cover of “Pure Imagination” from the original Willy Wonka, shows a young scarecrow caught up in the dark, menacing world of Big Food production. Authoritarian crows inject poultry with hormones and package meat labeled “100% beef-ish!” In both the movie and the game, the scarecrow must break out of the assembly line and forge his own path, growing food naturally to “cultivate a better world.”
As we noted in our 10 Trends for 2012 report, consumers are becoming more concerned about sustainability, a trend that’s on the rise. They’ve also become anxious about the processes behind food production (even spurring McDonald’s in Australia, for instance, to sponsor a TV film showing a group of Australians touring its operations, from farm to factory to retail). Chipotle harnesses these concerns and uses them to direct the public to a friendlier alternative: “The more you know about where your food comes from and what it takes to produce it, the more likely you are to take care in seeking out something that’s raised responsibly,” says Mark Crumpacker, Chipotle’s CMO, in a behind-the-scenes video.
While many are praising the film’s message, others have called it fear marketing that takes advantage of urban consumers’ ideological anxieties. While the film does stoke anxieties, it’s likely targeted at consumers already harboring concerns about their food and looking for alternatives.
After numerous headlines about rapes in India, including several incidents involving tourists, fewer female travelers are visiting the country. The Associated Chambers of Commerce and Industry of India has reported that visits by female tourists dropped 35 percent year-over-year in the first three months of 2013. In response, as The New York Times reports, Indian states are forming police forces dedicated to protecting tourist-heavy spots, and the Tourism Ministry is opening a multilingual toll-free helpline to be staffed by women.
The Tourism Ministry’s latest idea involves badges emblazoned with the phrase “I Respect Women” in languages including English, Korean, Russian and Mandarin. Workers in the tourism industry, like drivers, guides and travel agents, will be encouraged to wear them. Skift has termed this effort to curb anxieties around sexual violence “2013’s worst idea in travel” on the grounds that it does nothing to actually change social attitudes and behaviors.
Photo Credit: facebook.com/Ministryoftourism
As we have noted, with the move of 3D printing into the mainstream, companies have been thinking about ways to leverage the new technology to redefine consumer experiences. Belgian insurance company DVV has reimagined the problem of losing one’s keys with Keysave. The upcoming service lets customers make a 3D scan of their keys, which is virtually stored in a secure database. Then, if they find themselves digging through purses or kicking through sand with their keys nowhere in sight, they can download the 3D file and bring it to a 3D print shop (or anyone with a 3D printer) to get new copies.
Assuming that 3D printing becomes a widely available service, the program is an intuitive adaptation of the technology that eases an everyday anxiety—as long as customers can be assured their key scans are ultra-secure. Meanwhile, a somewhat simpler solution is now available via a free app from the startup KeyMe that enables people to scan keys using a smartphone. Once they’re locked out, users pay for access to the scan, and the company says any locksmith can re-create the key using instructions displayed on the phone. A handy benefit is that users can also digitally share keys with friends or family.
Perhaps most useful, Nokia will soon start selling proximity sensors that use Bluetooth and NFC to communicate with the company’s Lumia phones. Dubbed Treasure Tags, they can be attached to keys or anything else that people routinely lose track of, even cars.
keysave.be / Your keys are always here. from stuffcore on Vimeo.
With the Indian rupee depreciating to new lows against the dollar, Indians are expecting the worst. They’re anxious about shelling out 10 to 15 percent more for an education abroad and about paying more for both essentials and luxuries like imported chocolates. Now the Indian consumer will have to think twice before getting her hands on a ritzy new gadget or car. With the monthly expenditure of the middle class increasing by almost 20 percent, there is tension in the air and fear in people’s hearts.
Indian dairy producer Amul, known for its tongue-in-cheek advertising on current issues, illustrates the angst felt by the Indian consumer. An ad shows the iconic Amul girl in a sinking boat made of rupee notes, trying to grab onto a rupee. The headline, loosely translated, means “Save me from my rupee.” The sardonic sign off, “Valued highly,” adds to the dark humor.
The brand is clearly in tune with its consumers, as the pinch is being felt by every pocket. With the cost of imported raw materials, crude oil, medicines and fertilizers going up, all sectors are getting affected and in turn are affecting the consumer. Consumers are bracing for the actual brunt, which will be felt in the coming months.
Photo Credit: Amul
As we’ve previously noted, over the past few years some brands have been playing up their domestic provenance to appeal to American and British consumers anxious about jobs disappearing and their nations losing ground as emerging markets rise. Now, at a time of swelling nationalist pride around the royal baby’s birth, John Lewis is promoting British manufacturing by emphasizing products made in the U.K.
Although two-thirds of the retailer’s goods are manufactured outside Britain, John Lewis is highlighting domestically made products by marking them with the Union Jack. On its website, the company explains that it’s working with around 130 British manufacturers “in celebration of the nation’s skills and craftsmanship.” Buying a British-made carpet, for instance, “means you support British farming,” since carpet makers are the country’s biggest users of local wool.
While John Lewis’s managing director acknowledges that locally manufactured products will never be the cheapest, he believes there is a sweet spot “in terms of design, quality and value.” With anxieties stemming from the economic crisis likely to linger even as consumer spending starts rising in the U.K., it’s a good time to appeal to national pride.
Photo Credit: John Lewis
Britons are pulling out all the stops to keep their household coffers topped up through times of austerity, even to the point of engaging in actions they believe to be wrong. According to JWT London’s latest Austerity Index report, a small percentage of Britons (6 percent) reveal that austerity has forced them to do something they believe to be unethical. This underscores recent reports from charities and police federations noting a rise in desperate crime: people stealing to simply feed themselves or their families.
The most popular method our 600 respondents are employing to raise money is clearing out their attics, wardrobes and cupboards, with 46 percent hawking unwanted goods at car boot sales or online auctions. More poignant is the revelation that a fifth (22 percent) have been obliged to part with things they still wanted or needed to make ends meet. An enterprising 16 percent are resourcefully “flipping” items: buying goods with the intention of selling them at a profit.
Glimpses of an emerging peer-to-peer economy are discernible too: 15 percent of respondents are selling their skills and knowledge to others, and 4 percent are making money from unused assets in their home, like parking spaces, storage space or spare rooms. (Peer Power is one of JWT’s key trends for 2013.) Finally, a substantial number are taking their chances with Lady Luck: 42 percent are trying to win competitions, and 12 percent have started playing the lottery. Tough times are driving the nation to ever-greater levels of resourcefulness.
This Austerity Index survey was conducted in June using SONAR™, JWT’s proprietary online tool. The JWT Austerity Index is a quarterly study that analyzes the impact of prolonged economic adversity on British consumers and markets. The Q2 report is available to download here. The Q1 report is also available for download, here.
Photo Credit: JWT London