Dreyer's Grand Ice Cream’s Post

I was incredibly reluctant to spill ink (bits?) on this topic when it first broke, but when Fast Company covered it, I couldn't restrain myself anymore. The headline leads to the premise of the article - "These converging trends leads us to an inevitable and important question: What the hell is happening to water?" I think this is a false premise. As with any category, when a disrupter has success the copycats will follow. I wouldn't state this as a trend until several of these companies can exhibit sustained success. The biggest problem I am seeing in these challengers is that none of them are doing anything truly unique, or tapping deeply into any culture. If they aren't outright rip offs of Liquid Death just with fake moustaches then they are the cousins at the brand family reunion that everyone was hoping would not show up. Mike Cessario has been consistent on the founding and design of Liquid Death: “How do you hedge against someone like Pepsi or Coca-Cola? You do something that they could never: something grotesque,” Hernández says. “Branding became their moat, because there’s no way Coca-Cola or Pepsi could even touch that with a 10-foot pole.” And he's done it with some of the best talent in the game (Stephen Nilsen, Andy Pearson, et al) Now other companies are trying to walk onto LDs field with the same playbook and win. They need to do something "grotesque." Or in this case maybe bright, cheery and positive! Not Beer and Spirit work as a joke and can probably pop some initial sales. Spirit even admits that they only intended to make one run. These are cultural copy paste jobs that can't resonate with consumers long term because they are brands built on what people are NOT enjoying. Andrew Katz likened Not Beer to the equivalent of a "Party Trick" and I agree. Do you think Coca Cola is ready to compete? I like the Smartwater drop in a sleek can, but reading this statement that seems to have fallen out of the brand-o-matic tells me that they are not. “expanding the occasion for Smartwater” was top of mind with the new design: “Whether that’s at a party, the beach, or a bar, we’ve got you covered with a pure, crisp hydration option,” Hate my opinion? Tell me so below. That's what the internet is for amiright? https://lnkd.in/eSFQur53

CSB 5210 Assignment #4 After reading "What is Cobranding?" by Julian Oppelt, I found this is a great strategy that expands on collaboration and extends reach awareness. The best example of cobranding that I find most relevant is in fast food industry. I found the most recent co-branding strategy in fast food is Taco Bell and Doritos. Specifically, I admire the introduction of the Doritos Locos Tacos. To me this is the prime example of expanding awareness and capturing new prospective consumers who are intrigued by the combination and want to try something different. #marketing5210Fall2024 #CAUMarketing Check out the article below: https://lnkd.in/eiSDGRDJ

Case study. How can we stand out in the already crowded marketplace of dry fruits category? But we knew an excellent visual branding could be a starting point to stand out. From the quirky designs to the honest, clear labels, every element showcases Kiniva’s commitment to healthy, natural snacks. Check out these playful yet practical designs that make healthy snacking a delight🥳. We created the brand starting from scratch.. with the name Kiniva Incase you are looking to create a brand that can stand out, you know where to reach out 😊

Discover more about marketing stunts and their power through case studies showing how leading brands, including KFC, Uber, Taco Bell, and McDonald's, use stunts as a creative tactic to generate attention, awareness, and engagement. #ThinkMarketing #MarketingStrategies #BrandAwareness

McDonald's Netherlands goes all in with #scentmarketing. The iconic Golden Arches franchise has introduced a groundbreaking way to entice people towards their signature burgers and fries by unveiling the aromatic advertising initiative "world's first scent-enabled billboard" that smells like food. The simple red and yellow billboards (no images, just the flat color) are devoid of logos, but when pedestrians pass about 15 meters from these structures, they are greeted by the distinctive smell of McDonald's fries, enticing them to come closer, literally sniffing the posters. The trick is simple: a tray of fresh fried fries in installed inside the billboard, which relies on cutting-edge fans to spread the scent. True to the principle that "smell is more effective than images in evoking clear and emotional memories" as explained by the Chief Marketing Officer of McDonald's Netherlands, these fries-scented billboards found a new way to remember to the customers the good times spent at McDonald's. Needless to say, the billboards are strategically positioned within 600 meters of a McDonald's, so people can follow the scent trail to its source. I'm positively looking forward to Michelin-starred restaurants advertising, next. 🍟🍔 #McDonalds #Advertising #AdvertisingInnovation #Marketing #ScentMarketing #Communication https://lnkd.in/dATfdCQd

A great analysis on the new Pepsi ad by Distinctive BAT, and a solid reminder of the importance of protecting our distinctive brand assets and valuing well considered, informed creative direction. What some people may think of as "the little things", marketers, creatives and behaviorists know to be the big things. It's never just a picture and words on a page. Your brand message - copy, visuals and creative elements that build or degrade a message over time, including font, layout, sizing...this is why content and context (both) always matter.

Once a household name, synonymous with food storage, Tupperware allowed its brand to become so deeply ingrained in consumer minds that it became a generic term. While that may sound like a success, this "antonomasia" phenomenon, where a brand name becomes the category name, often signals a deeper issue: the erosion of brand distinctiveness. In marketing, success is about staying relevant and maintaining a distinct identity. Tupperware’s dominance in its category wasn’t enough to prevent it from being commoditized, a fate shared by brands like Escalator, Band-Aid, and Frisbee. These brands innovated once but failed to differentiate themselves as competitors caught up, blending into the very categories they created. Tupperware became a product, not a brand. #BrandStrategy #MarketingLessons #Differentiation

Research has repeatedly shown that humour is the most effective emotion for brands. According to Kantar, funny ads excel in distinctiveness, engagement and persuasiveness. So, after years of decline, comedy is slowly returning and almost a third of all ads now contain some form of humour. And while this campaign from Kraft Heinz has broken the rules in terms of how it displays its trade marks, it is undoubtably clever marketing! Heinz Tomato Ketchup is such a distinctive brand and staple in people's lives, the brand is clearly identified in the ad and one of its highly distinctive qualities is graphically portrayed with humour. Congratulations to Heinz 👏 #BrandIdentity #Branding #Advertising #BehaviouralScience

Check out the interview CGT - Consumer Goods Technology did with Shaun Hunte from Jar Joy Desserts where they discuss the data-driven rebrand we did for their delicious products! #ProductRebrand #ProductRebrand #PackagingDesign #DataDriven

The Hershey Company, Total Wireless, wakse™, Gran Centenario, St.Germain, Chispa, Lunazul Tequila, American Signature Inc., Heritage Grocers Group …Nine #Brand Moves You Must Know About. A comprehensive overview on the latest brand moves and campaign launches.   #marketing #advertising #branding #digitalmarketing #socialmediamarketing