Formara Print & Marketing’s Post

How did we transform Guinness into an even more iconic brand for a whole new generation of Guinness drinkers? Last month at Cannes Lions International Festival of Creativity, Callum McCahon summed it up perfectly: ✨ Start with social for inspiration 💯 Know your brand truths and double down 🤸♀️ Build your teams for agility and react in real-time Head here to see more on how we reignited Guinness and transformed it into a social-first brand 👉 https://lnkd.in/emg4T8Y8

Remember COBI? 😎 The Coca-Cola Company’s relationship with the #Olympic Games spans an impressive 96 years, beginning in 1928 when the brand first became an official sponsor. This enduring #partnership has allowed Coca-Cola to align itself with the values of unity, excellence, and global celebration that the Olympics represent. Over the decades, Coca-Cola has consistently used the Olympics as a platform to showcase its brand, often incorporating the event’s #spirit into its #advertising and packaging designs. For the 2024 Paris Olympics, Coca-Cola has continued this tradition by introducing a new can design that celebrates both its historical connection to the Games and its commitment to staying relevant. This year’s design is not just about visual appeal; it’s about creating a sense of continuity and nostalgia. By referencing past Olympic campaigns, Coca-Cola taps into the collective memory of consumers who have grown up with these iconic images. This design #strategy not only reinforces the brand’s identity but also makes it resonate across different generations. In the fast-paced world of brand development, there’s a valuable lesson here: ↘ Successful brands don’t just chase trends—they root themselves in their history while evolving with the times. ↙ #CocaCola #Olympics2024 #BrandIdentity #PackagingDesign #MarketingStrategy #Nostalgia #Innovation #brandstrategy #b2bpartnerships #partnerships #branddevelopment https://lnkd.in/dQ6yEfZ5

C.P. Company announces a new multi-year partnership with Bologna FC 1909, joining the men’s first team as Fashionwear Partner starting in 2025. This partnership celebrates the deep bond between C.P. Company and its birthplace, Bologna, a constant source of inspiration with its vibrant cultural ferment, where art, music, sport, and industry uniquely intersect. Lorenzo Osti, President of C.P. Company, said: ‘It is an honour for me to celebrate the bond between C.P. Company and Bologna, the city where I was born and raised and with which, both my family and I, have always felt a deep connection. And to do so through this partnership with Bologna FC is for me a full circle moment, the most authentic and natural way to celebrate the ties between C.P. Company, Bologna and football. I cannot hide the fact that seeing my favourite team and all the staff dressed in C.P. Company makes me feel truly proud!’ Discover more about the partnership on cpcompany.com

MANBEST 2024 Hall of Fame: Denis Le Vot, Executive Vice President and CEO Dacia Brand Mr. Xavier Martinet, SVP, Dacia, Sales & Marketing, present at the Gala received the prize in the name of Denis le Vot: “Even though the teams play a big role in organizing or managing anything, sometimes we have to make a step back and appreciate the work, the vision, the added value that a boss can bring in an organization. I just want to say to Denis le Vot, my boss, that I love working for him. We know the car industry can be tough – we have highs but also low’s as well and the enemy should be outside the company, not inside. With a boss like Denis le Vot, the enemy it’s never inside.” In the photo:Mr. Xavier Martinet and the Germany AUTOBEST Juror, Mr. Achim Stahn

I have been a bit slow to pick up on this, but its a really interesting link-up between Frasers and XXL. On the face of it, the two formats have very little in common. Consumers in the Nordics are the highest per capita spenders on sporting equipment in Europe by far, and it tends to be branded, service-led and quite technical. XXL's share of Frasers' bread and butter (ie footwear and apparel, predominantly athleisure) is quite low. However XXL's "four season" model is very weather dependent and volatile, and margins on branded hardware are soft, given the competition and need to clear when the weather doesn't play ball. So with his retail background, I assume that new'ish Chairman Freddy Sobin's strategy will be to lean into Fraser's Elevation strategy and make XXL more of a destination for branded athleisure, without compromising on being the go-to destination for its technical ranges. An interesting example of Frasers using its equity shareholding to drive industrial synergies.

𝐖𝐡𝐨 𝐰𝐨𝐧 𝐭𝐡𝐞 𝐄𝐮𝐫𝐨𝐩𝐞𝐚𝐧 𝐜𝐮𝐩 𝐢𝐧 𝐅𝐨𝐨𝐭𝐛𝐚𝐥𝐥, 𝐰𝐞 𝐦𝐞𝐚𝐧 𝐭𝐡𝐞 𝐬𝐩𝐨𝐧𝐬𝐨𝐫𝐬:  During the European Football Championship, well-known brands like Lidl and Adidas, along with new Chinese companies, were major sponsors. Using the "share of search" metric, it's evident who benefited from this investment, with specific products and services trending in June. 𝐊𝐞𝐲 𝐩𝐨𝐢𝐧𝐭𝐬: -The championship drew over five billion TV viewers globally, with nearly two million Swedes watching the final's second half. -Thirteen companies sponsored the event, including five from China, raising sportswashing concerns. -"Share of search" has become a key marketing metric, measuring the proportion of total searches for a brand in a category. -Data from My Telescope shows both new and established brands gained recognition, with Chinese brands like Hisense, Alipay, Atos, and Vivo seeing significant boosts. -In Sweden, Lidl (57.2%) and Adidas (30.2%) dominated searches, with Chinese brands BYD and Aliexpress also making a mark. -Companies that strategically invest in sponsorship, maintaining consistent visibility across channels, achieve significant synergies and strengthen their brand relationships. For Swedish readers or colleague Kristofer Dalin: https://lnkd.in/dpECkcv8

𝘾𝙪𝙡𝙩𝙪𝙧𝙖𝙡 𝙙𝙞𝙛𝙛𝙚𝙧𝙚𝙣𝙘𝙚𝙨 Yesterday I was at a football (soccer) match of the Dutch team (a fun game to watch). One of the key players, Memphis Depay (top picture) was wearing a white headband. I said to my son, "that looks pretty neat". In the US many NBA players have been wearing headbands for ages. In fact, the NBA even came up with their own NBA branded headbands. Today I learned that the fact Depay was wearing this headband sparkled quite some reactions. The former player Van der Vaart, now tv analyst made a comment that Depay probably was going to play tennis... And the head coach (who I in fact do admire; shouldn’t he bring out a book about his management style?), also made some comments about this. How interesting. Do you think that when King (LeBron) James (bottom picture) wears a headband that his basketball coach will say something about it? Or any of the many other coaches who have players with headbands? I actually thought it looked pretty darn cool. The missed opportunity here is that Nike and the Dutch football association (KNVB) should come up with their own branded orange version and launch it now the European Cup is coming up soon. Personally I would embrace this. As a team, as a sports apparel brand, a football association, as a marketer and as a coach and even tv analyst. Afterall, it’s not like he is wearing a fedora, a fez, a top hat or a cap. In the end it’s about the performance on the pitch, isn’t it? What do you think? How do you manage or overcome cultural differences? #businessculture #FocusOnTheResult #perform #management #resultsmatter

MANBEST 2024 Hall of Fame: Denis Le Vot, Executive Vice President and CEO Dacia Brand Mr. Xavier Martinet, SVP, Dacia, Sales & Marketing, present at the Gala received the prize in the name of Denis le Vot: “Even though the teams play a big role in organizing or managing anything, sometimes we have to make a step back and appreciate the work, the vision, the added value that a boss can bring in an organization. I just want to say to Denis le Vot, my boss, that I love working for him. We know the car industry can be tough – we have highs but also low’s as well and the enemy should be outside the company, not inside. With a boss like Denis le Vot, the enemy it’s never inside.” In the photo:Mr. Xavier Martinet and the Germany AUTOBEST Juror, Mr. Achim Stahn Dacia

Why removing your logo from an F1 car might be the most visible move you can make. You’ve invested millions in your F1 partnership, but what if the restrictions that force you to remove your logo could actually help you stand out—if handled the right way? Let’s look at how beer sponsors navigated this challenge at the Middle Eastern races: 1. 𝐄𝐬𝐭𝐫𝐞𝐥𝐥𝐚 𝐆𝐚𝐥𝐢𝐜𝐢𝐚 𝟎.𝟎%: They opted for the straightforward approach—removing their branding, leaving only “0.0%.” While it complies with regulations, it sacrifices visibility and fails to generate any buzz. 2. 𝐒𝐢𝐧𝐠𝐡𝐚: They used their Singha Lemon Soda branding, which looked nearly identical to their beer logo. While it worked technically, they still missed a chance to stand out on social media. 3. 𝐏𝐞𝐫𝐨𝐧𝐢 𝟎.𝟎%: This is where it gets interesting. Peroni borrowed a tactic from the old days of tobacco sponsorship in F1. Back then, cigarette brands used witty slogans to bypass restrictions while still grabbing attention. At the Saudi GP, Peroni swapped its logo for “Tifosi 0.0%,” and in Qatar, it used “Italia 0.0%.” This clever nod to Italian heritage and Ferrari fans had potential but backfired slightly. Pairing “Tifosi” (fans) with “0.0%” led many fans to ask on Reddit: “Does this mean they have zero fans?” While it drew attention, the message wasn’t as positive as Peroni likely intended. 𝐇𝐨𝐰 𝐏𝐞𝐫𝐨𝐧𝐢 𝐂𝐨𝐮𝐥𝐝 𝐈𝐦𝐩𝐫𝐨𝐯𝐞 Here’s how Peroni could align better with their product and brand values of creating meaningful connections, while generating buzz: • 𝐑𝐢𝐬𝐤 𝟎.𝟎%: A nod to responsibility and safety, aligning perfectly with the alcohol-free branding. • 𝐄𝐠𝐨 𝟎.𝟎%: Suggesting humility, teamwork and celebrating their partnership with Ferrari • 𝐒𝐭𝐫𝐞𝐬𝐬 𝟎.𝟎%: Emphasizing calm and enjoyment, perfect for a relaxing Peroni moment. Each of these ideas not only complies with restrictions but also reinforces Peroni’s core values, creating a stronger emotional connection with fans. 𝐓𝐡𝐞 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲 Restrictions aren’t necessarily bad for your brand, especially if you find a creative way around them. When done right it might generate even more attention than your regular branding. What’s your favorite clever sponsorship adaptation? See mine in the comments below

Good article showing how global businesses like LVMH view Formula 1 as a valuable tool for positioning their brands and reaching consumers around the world … interestingly there are as many if not more B2B partnerships also taking advantage of the business opportunities from being involved in F1; read more below ⬇️ … LVMH Took Over the Paris Olympics. Now It’s Snagged Formula One. https://lnkd.in/eeiRZm5s