Partner & Head of Development at Mischief | GQ 20 Most Creative Companies in the World | 5x #1 Agency of the Year | Agency Comms Team & New Biz Team of the Year 22, 24 | Fast Co Most Innovative Agency 22, 23, 24
Two of Ad Age’s four brands to watch in 2024 are Mischief @ No Fixed Address partners.
Molson Coors Beverage Company and Tubi are teed up to have goliath new years after amazing 2023 momentum.
Tubi, for example, came out of the gate strong—planting itself on the map at Super Bowl.
It was the introduction of long-term brand platform “Find Your Rabbit Hole”, which has house multiple ideas across verticals including B2C, B2B, and sports.
Overall consumption of Tubi increased a whopping 79% this year compared to prior.
There’s a lot more mischief up our sleeves for both brands in 2024.
And for those who wanna get in on the action, these DMs are open (I think).
Full story: https://lnkd.in/eBrYWj8W
Here are four brands to watch in 2024, according to leading advertising and marketing trade magazine At Age. Two of these four are clients of this advertising agency Mischief at no fixed address. Let's get into these brands and why 2024 is going to be a big year for them. The first one is Molson calls If you're not from America. This looks after really famous beers such as Miller Lite, Coors Light. It's been a huge year for the Brewing Company for lots of reasons, but two stick to mind. One, for the first time, because they were locked out for so many years, they were back in the Super Bowl, really planting a flag on the big stage again. Two is because of the Bud Light fiasco. There are issues with the marketing over there. The the playing field has been completely rearranged. It's never been more wide open for molten cores to charge on through. I brought up this this picture on the green screen behind me because this is some of the work that Mischief did. We've caused Light and Patrick Mahomes, it's called the Cause Light Bear. NFL players are locked out from endorsing alcohol, so we found a clever loophole. There's nothing in the rule book that says while he can't promote and endorse cause light beer, he he can. He can endorse Cause like bear, which is just just a friendly bear. The 2nd is Kim Kardashian's Skims brand. They've been taking the fashion wear by storm. They're going to have to prove themselves in 2024 because of their men's line. I bought this picture up because a lot of you probably don't know that yes, they have a men's line and they they need to really prove that popularity going into next year to see growth. A fun one to keep an eye on for sure. And then we've got Reebok. As a Brit, I absolutely love this brand. Athletic Brands Group actually bought Reebok from Adidas last year and a massive, massive deal, $2.5 billion. They've already seen some success with some boomerang endorsement from Shaquille, O'Neal Allen Iverson. And if you are a follower of Reebok, you will see they are doing collab after collab after collab. They're also following a trend that a lot of brands are doing these days, which is leaning into retro, bringing back retro, bringing back vintage. They're doing well that they're off to a really good start post acquisition, good one to watch next year. And then mischief Client #2, this is Toby. It's an advertising based streaming service. They have come completely out of the blue, out of the gates this year. Such an interesting challenge because so many people, so many of us actually had to be already baked into their smart TV's, but no one really knew who they were or what they did. So hired mischief. We worked together to really spark brand awareness and Dr. growth this year. And let me tell you, the success has been astronomical. If you watch Super Bowl then you may have seen this. We actually, we did 2. As 4/2 be One was a 62nd spot, they also played a 32nd spot that was called rabbit holes and that was to explain two bees positioning in that. It's not like any other streaming service. It's not like a Netflix or an Amazon Prime or Hulu in that it's not working on titles. It's not holding up the next shiny title job, the next show drop, the next movie drop. It's it's not it's not about that to be Inversely actually has the biggest content. Slippery out there? It's it's the content library that dwarfed Netflix. To Be is not focused on the next shiny drop. They're focused on being the home to explore your niche wider, deeper than anywhere else. O if you love Stranger Things, then you can go onto tube and punch in 70s retro sci-fi drama based in America with teenagers and you're going to find countless, countless TV shows that are just like Stranger Things so you can explore rabbit holes you didn't even know you were looking for. Mischief helped to be lean into this. Or what some would see as as as a weakness turned it into a really big strength for them. Say the rabbit hole spot was meant to explain that. And then we did something in Q4 of Super Bowl, which was meant to show you what it feels like to be pulled down that rabbit hole. You might remember this. It was a pinnacle moment at the very end of the game. It was a very close game to the ad was really well placed. It looked like it had gone back from commercial break. We're met with these two announcers right here and they're talking about, you know, who, who's, who's going to win the game they're trying to call the game. Then suddenly, this bar, this menu bar comes up and it looks like someone in the room has taken the remote and is changing the channel, taking you out of Super Bowl, out of the big game and into Tubi. Again, meant to show you what it's what it feels like to be pulled back into that rabbit hole. The saying it broke the Internet is is older than Kim Kardashians behind, but it really did break the Internet. I mean, people just freaked out over this ad. Immediate success, but sustained long term success. To the point where two bees overall consumption, overall viewership has increased more than 70% this year compared to last year's. Revenue has just gone up and up and up. It is crazy. It is this sustained success which really Tees up a very, very exciting 2024. We are still working with them. We still have a bunch of stuff in the bag in the hopper. We are looking forward to going harbour them next year. Toby and Molson Coors, thank you. Of being clients of mischief. Let's get after 2024.
🚀 Sales Fascination and Brand Wars: 🚀
No matter how much one debates about this ad, it is one of the iconic ones which is also such a good case study in sales.
Just watched a compelling ad where a boy uses two Coca-Cola cans as steps to grab a Pepsi. This brilliant marketing move highlights the fascinating dynamics of sales and brand competition.
Creativity
Attention-Grabbing
Competitive Edge
Potential Backlash: Using a competitor's product might be seen as an aggressive tactic, which can sometimes backfire.
This ad perfectly encapsulates the bold moves brands make in the race to be No. 1.
While Pepsi’s audacious strategy was eye-catching, Coca-Cola’s iconic status remains formidable.
What’s your take on this brand war?
*Make ads of that era, we are ok with the never ending debate*😌
#SalesStrategy#BrandWar#MarketingInnovation
It is Super Bowl week and what better way to celebrate than talking about an upcoming Super Bowl ad from Molson Coors Beverage Company?
This year, Coors Light is getting its audience involved with the ad itself for the Super Bowl. They are bringing back the Silver Bullet Train after a 12-year hiatus (calling it the Chill Train) and people can book a ticket on the train. Not literally but they are letting people submit for a ticket on the train and using computer-generated imagery, they will select 100 lucky fans to be featured in the actual commercial that airs during the Super Bowl.
Couple of reasons why I like this new idea from Coors Light:
🐝 This creates buzz leading up to the game and brand interaction WELL in advance of just their 30-second slot. Publications have been covering this for weeks and people are talking about how they might appear in the ad. Getting more than just 30 seconds of awareness for the brand.
🆕 This is the first time I have seen an ad that actually puts their customers in it! It is cool to see an old beer brand putting use to new technology. The people who submitted to be on the train will be hounding the screen for the commercial and will likely look it up after the game. Again, this will create more reach and awareness beyond just the 30-second slot on Sunday.
🍺 Using the nostalgia factor with a new twist is definitely in and has been driving business results for brands who can leverage it properly. Bud Light is continuing to lose market share not just to Coors Light but to a bunch of different brands. This is a chance for Coor Light to bring back successful branding moves and place it in the Super Bowl which until 2023, they were not able to do due to a Bud Light exclusivity deal with the NFL.
This has a chance to be really successful and curious to see how it plays out live!
Still think you have to trash your competition to get ahead?
Take a lesson from Pepsi’s clever ad:
👉 Playful and Friendly:
The ad was fun and lighthearted, avoiding any harsh insults.
It was more of a friendly nudge than a punch.
👉 Acknowledging Differences:
The ad admitted Pepsi's smaller market share but highlighted
its unique qualities, showing that being different
can be an advantage.
The best business owners respect their competitors and
acknowledge when their own product
might not be the perfect fit.
The key is to NEVER UNDERESTIMATE your competition,
but stay focused on what makes
your business unique.
Even if Pepsi didn’t top the charts, its approach was a
savvy marketing move.
▶️ You can stand out by being respectful and
creative in your approach.
Highlight your unique strengths and keep your
marketing fun and positive.
This can help you connect with customers and
stand out in your market.
Thoughts?
#Ad#Pepsi#Brand#SocialMediaMarketing#SocialMedia#SmallBusinessOwners#Sbm#SmallBizMarketing
⭐ The Super Bowl commercial break... more stars than a Hollywood red carpet. But does it guarantee success? ⭐
🤵 We know that characters can be a fantastic way to draw people in to your brand, and often, famous faces supercharge that engagement. It's therefore no surprise to see brands go all in on celebrities during that golden window that the Super Bowl presents.
⚖ But, that's not to say you can put any celebrity into your ad and expect success — beyond being entertaining, they must make sense for your brand and the impressions you're trying to build.
Let's explore a great example of that in practice...
🐜 🍺 In a brilliant move that combined star power and storytelling, The HEINEKEN Company hit the mark with Heineken 0.0 and its 2023 Super Bowl collaboration, ‘Shrinking & Drinking’, featuring actor Paul Rudd as Marvel Entertainment's Ant-Man. But why did this link up translate into strong performance for the brand?
👀 Captivate: While we can't say for certain if Paul Rudd carried 50 times his weight for Heineken 0.0... the ad successfully leveraged humour to build engagement in a celeb-based narrative that proved highly enjoyable.
🔒 Connect: This unique partnership between Ant-Man and Heineken 0.0, not only showcased the product, but also cleverly integrated it into the storyline — ensuring that Heineken 0.0 was the superhero of the ad rather than playing sidekick to Ant-Man.
🧠 Compel: The product's key benefit — being a zero alcohol drink — remained a key part of the amusing narrative, effectively predisposing people toward the brand and successfully highlighting a meaningful advantage to differentiate it from competitors.
🤩 All round a f-ant-astic success! Looking forward to seeing what partnerships and celeb endorsements crop up this Super Bowl season. Coming soon!
Who had the MVP ad at the Super Bowl this year? I'll throw my hat in with Dunkin', here's why:
📈 Extendable Content: people forget, but this year's ad was a sequel to their ad last year (Ben serving Jen at the Dunkin' drive through...remember?). They've amortized the relationship over multiple years, and are building affinity with their audience in a way that is authentic to their brand. They also released lots of behind the scenes content, grabbing more eyeballs and driving deeper engagement.
💥 Breakthrough: There were lots of entertaining ads this year, and plenty that leaned on celebrities (Verizon's was great too). But the writing, humor, and clear story arch, as well as lots of strong branding made this ad really shine.
🛒 Clear CTA: most Super Bowl ads only achieve one thing: 30-60 seconds of entertainment (at best - head scratching confusion at worst). The hope is that they are memorable enough to drive some awareness, but that's really it. With the opening of the DunKings menu on the app and associated menu items (including Ben's signature drink) on 2/12, Dunkin' drove consumers into its environment, and it worked: their ad was the most searched the day after the Super Bowl, their YouTube channel has seen a ton of traffic, and organic search for Dunkin' and DunKings spiked. I'd be willing to guess their app traffic and orders were massive as well.
📰 Earned Media Worthy: the earned coverage of the ad has been off the charts. The team was clearly intentional about how to make this win the earned coverage wars, and it worked. Releasing the track suits for sale was a stroke of marketing genius (sadly I was too slow to get mine).
#branding#advertising#superbowlhttps://lnkd.in/et6ShNXp
Mischievous creativity or dedication to a brand partnership -- maybe both?
Coors Light wants to collaborate with Kansas City Chiefs quarterback Patricks Mahomes, but NFL players aren't allowed to endorse alcoholic beverages.
To remedy this, the brand decided to put the ad in a "time capsule" and it won't air until AFTER he retires, working around the regulation. Or, waiting it out, rather.
Love this unique spin on traditional advertising from Mischief agency. This will catch the eye of Mahomes fans, Coors drinkers, and the general public, who will be curious even if they don't watch the NFL.
For a great campaign, you don't have to reinvent the wheel, but you SHOULD get creative. This is a masterclass in creativity.
#NFL#CoorsLight#CreativeAdvertising#Branding
Fresh from our weekly series of Consumer Marketing Hacks 2024…
𝗟𝗲𝘃𝗲𝗿𝗮𝗴𝗲 𝗮𝘀𝘀𝗲𝘁𝘀 𝗯𝗲𝘆𝗼𝗻𝗱 𝘆𝗼𝘂𝗿 𝗼𝘄𝗻: 𝗣𝗲𝗽𝘀𝗶'𝘀 𝗜𝗻𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗕𝘂𝗿𝗴𝗲𝗿 𝗗𝗮𝘆 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻
🍔 𝗛𝗮𝗽𝗽𝘆 𝗜𝗻𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗕𝘂𝗿𝗴𝗲𝗿 𝗗𝗮𝘆! Last year, PepsiCo stole the show with their "Better with Pepsi" campaign. Collaborating with an origami artist, they cleverly folded the logos of the biggest US burger chains to reveal hidden Pepsi logos.
Leveraging taste tests from major U.S. chains, Pepsi showcased their drink as the ultimate burger companion. They boldly displayed these claims outside competitors' headquarters.
🚀 The results were impressive: 𝗔 𝟳𝟮𝟬% 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗲 𝗶𝗻 𝗲𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁, 𝗮 𝘀𝗶𝗴𝗻𝗶𝗳𝗶𝗰𝗮𝗻𝘁 𝟭.𝟭-𝗽𝗼𝗶𝗻𝘁 𝗺𝗮𝗿𝗸𝗲𝘁 𝘀𝗵𝗮𝗿𝗲 𝗴𝗮𝗶𝗻 𝗳𝗿𝗼𝗺 𝗖𝗼𝗰𝗮-𝗖𝗼𝗹𝗮, 𝟯.𝟲 𝗯𝗶𝗹𝗹𝗶𝗼𝗻 𝗶𝗺𝗽𝗿𝗲𝘀𝘀𝗶𝗼𝗻𝘀, 𝗮𝗻𝗱 𝟭.𝟯 𝗺𝗶𝗹𝗹𝗶𝗼𝗻 𝗧𝘄𝗶𝘁𝘁𝗲𝗿 𝗲𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁𝘀 𝗶𝗻 𝗷𝘂𝘀𝘁 𝗳𝗶𝘃𝗲 𝗱𝗮𝘆𝘀.
#MarketingTrends2024#DigitalMarketing#InnovativeMarketing
🎥 Video Credit: Pepsi
Felix Harms, Eva Pfister, Louisa Lerdo, Luis Puno, Leonhard Wenzler, Chih Chieh Sang, Walusha Panchal
It’s really easy to get focused on the competition.
But rubbernecking gets you nowhere. 👀
Instead, focus on what makes you unique and special. ✨
This ad is a great example of doing just that.
Pepsi could have easily ignored Coke’s announcement or gone in a completely different direction and fired shots back.
Instead, they decided to have fun with it.
This ad shows a couple things:
1️⃣ They aren’t for everyone and that’s okay.
2️⃣ You don’t have to be the biggest to be the best.
Everyone likes to talk about market leaders. But there’s plenty of room for successful businesses in second and third position (and so on).
Just like Pepsi.
And brands like yours.
So, how do you apply this to your brand strategy and marketing?
A few things:
➡ Know who you are for (and who you are not)
➡ Embrace what makes your brand special
➡ Don’t disparage your competitors
➡ Be willing to have fun!
What do you think about this ad? Did it work for you?
PS — I have to give credit to my incredible husband, Garth Click, for initially sharing this ad with me a few weeks back. And hat tip to Jason Feifer for the great post and discussion on this same ad, which inspired my comments here. I linked to his post in the comments. Check that out too!
🏈 🥤 What are the consistent themes between the most effective Super Bowl ads of 2024? Yes, the savvy marketers behind them of course recognize emotion plays a pivotal role (which of course doesn’t need saying given without it advertising never gets onto people’s radars in the first place!).
🐴 However, to build long-term branded memorability distinctive assets are essential, and Budweiser rising to the top is a testament to their transformational power.
That's something we can definitely cheers to! 🍻
Check out our full Super Bowl wrap-up 👉 https://lnkd.in/gCfiUPQ5AB InBev
I help companies in the Grocery and C-Store ecosystem grow @ NexChapter | Ex-Kraft, Deloitte, Kum & Go |
10moIs this the year we get the Mischief x MSCHF collab?