Cashmere had the pleasure of joining our amazing client Danielle Spikener (Head of Inclusive Marketing at Kraft Heinz) on the Cannes stage to discuss the undeniable impact of The Culture on global marketing. Massive shoutout to Group Black and the other panelists for the captivating conversation.
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Everyone knows what Ketchup is. So how do you maintain relevance and continue to be part of the cultural conversation instead of becoming a commoditized condiment that becomes an invisible part of people's lives, or worse yet, background noise? You tap into culture where it's appropriate for your brand. You find adjacent categories where conversations are already happening and you become part of those conversations. Kudos to Heinz for having the chutzpah to approve these creative activations that have kept them top of mind. From their pandemic puzzle to their role as "marriage counselor" between big buns and big wiener companies, Heinz consistently finds ways to "build the big tent" around brand-relevant conversations and invite people in. #strategy #creativity #innovation #heinz --------------------- Looking for more ideas, insights, and inspiration? Check out my weekly newsletter - Light Bulb at chriskocek.com/newsletter. Every Thursday, you'll get three aha moments that are guaranteed to inspire your next project, creative briefing, or campaign.
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Sometimes the stars align, and you get to share your passions with the world. Sure, I know marketing - but did you know I'm the world's foremost expert on the ambrosia of the gods, otherwise known as Diet Mountain Dew? (Those of you who know me personally...know this to be true). I got a chance to talk to Charles Passy at MarketWatch about my love for doing the Dew (and a few thoughts on why it's not clicking with Gen Z). You can read about my absolutely appalling habits here: https://lnkd.in/eh32DfWj I'm completely aligned with Serenity Griffin, who is quoted on Mountain Dew's artificial coloring. To me, the neon green is part of the appeal, but for wellness-obsessed Gen Z, I get it! But the idea of a "clear" Mountain Dew soda is just so counter to the brand, I don't see how that could ever work (I imagine it going down the same path as Crystal Pepsi). If I were PepsiCo, I'd consider two campaigns: 1) Bring back DewMocracy. It is quite literally a bipartisan soda -- apparently loving Dew is a prerequisite for a United States VP. You could have SO much fun with that. And 2) Lean into being a guilty pleasure. Drink your dew while you're getting ready for a good bed rot. Enjoy the ultimate (but relatively benign) vice (see what I did there!?). #marketinginsights #publicrelations #genZ
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💎 Marketing Strategist | Fractional CMO | Marketing Director | Brand Transformation | 🏆 Winning brand and marketing strategies for ambitious businesses. 📈 Follow me for weekly marketing tips.
🍻 How good it this new campaign for Stella Artois! 👇 'A Taste Worth More" I've always had an affinity for the niche brand, the challenger brand, the fiercely independent, the premium choice - quality over quantity. How about you? This week, I've been discussing strategies to protect margins - to invest in brand values and shift the value equation for buyers. And this new campaign for premium beer brand Stella Artois, is a perfect example of the principle at work. Global sport and lifestyle icon David Beckham as an ambassador + 'A Taste Worth More' proposition, celebrating the premium brand’s distinctive taste and genuine moments of connection. The creative is superb. ▫ Brings new meaning to 'premium' - personal, genuine self worth ▫ The craft and production values - rich and rewarding ▫ Behavioural science - generation effect, prestige bias, halo effect Just makes you feel good .... and deserving a great beer - Stella. #marketing #brandstrategy #creative
Stella Artois x David Beckham | A Taste Worth More
https://www.youtube.com/
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🔥 Igniting Success: Marketing Lessons From "Flamin' Hot" 🌟 Over the recent break, I got a chance to dive into the inspiring story of how Flamin' Hot Cheetos (one of my favorite snacks of all time!) were created. Here are three core marketing lessons I took away from the movie: 1. 🌎 Cultural Connection is Key: Richard Montañez saw an opportunity where others didn't—tapping into the Latino market. His realization that the Latino community craved a spicy flavor led to the birth of Flamin' Hot Cheetos. 2. 🚀 Innovation Springs from Unexpected Places: Richard, a janitor at Frito-Lay, wasn't confined by his job title. He observed, learned, and innovated. His journey from janitor to flavor trailblazer underscores the power of embracing unconventional sources for innovation. 3. 📢 Authenticity Speaks Louder Than Words: Richard's pitch wasn't polished; it was genuine. His authenticity resonated with Frito-Lay's leadership. In a world saturated with marketing messages, being real and speaking from the heart can set your brand apart. Authenticity builds trust and fosters genuine connections with both customers and stakeholders. "Flamin' Hot" reminds us that cultural understanding, unconventional thinking, and authenticity can transform a simple idea into a global sensation. 🔥💡 #Documentary #MarketingLessons #Innovation #Culture
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🌟 Dunkin's Super Bowl triumph isn't just a win for coffee lovers; it's a blueprint for marketers everywhere. In this post, R.K. Brooks discusses how strategic celebrity partnerships and cultural integration can elevate your brand to Super Bowl levels of success. 👉 https://buff.ly/42WZV5s #MarketingStrategy #SuperBowl #DunkinSuccess
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🌟 Discover the brilliance behind The Coca-Cola Company's latest campaign, Spills! 🌟 Why is it generating such buzz? Because it taps into profound insights and bursts with creativity! 💡 The campaign's core insight? Spilling your favorite drink is frustrating. But when it happens during moments of deep connection with loved ones, that frustration turns into magic. ⚙️ Emotional drivers like love for family, pets, and the joy of shared celebrations power this campaign. 💎 Under the banner of "Real Magic," Coca-Cola and David Miami agency weave a three-act narrative where spilled drinks fade in importance compared to the magic of shared moments. In summary, this campaign showcases the true magic of connection, transcending mere consumption. Brilliant work! ✨ #CocaCola #Spills #Advertising #RealMagic
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The Underdog Brand Advocate | Creative Director | Agency Founder | Producer | Hack Writer | Circus Monkey-for-Hire
Expose Yourself! Do not be afraid to be yourself and revel in your flaws and imperfections (dead pixels) as these elements can be spun around to endearing qualities, originality, and memorable ad campaigns. See the below example of brilliance!!! Cheers!
At Molson Coors Beverage Company we have long believed in moving at the speed of culture and building brands and ideas people actually care about. And we love creativity - but we especially love it when it sells beer. Said differently - we love creative effectiveness. Recently we’ve better defined what creative effectiveness means to us so we can build our marketing gut - we call it MUSCLE (because marketers love acronyms;). In short it’s work that’s magnetic, unexpected, simple, crafted brilliantly, connected to a long-term platform and captures the essence of the brand. We love this recent example from Coors Light as it shows how a simple idea - executed and crafted brilliantly - can make our fans smile. And most important it’s a creative idea that people actually give a $hit about. This is what we call high-achieving 💪💪 A huge thank you to our awesome partners at Rethink for raising the bar and embracing the journey we are on together. And an another huge thank you to the incredible team led by Eric Kouri Marcelo Pascoa Jeanene Miniaci Saron Strait Allie M. Jarrett Crenshaw Madison Ripich Maya McDonald Brian Miller Maggie Miller Aaron Starkman Mike Dubrick Xavier Blais Marie Lunny Samantha Miller Maggie Blaha Phaedon and many more.
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How did a cold refreshing summery drink become synonymous with Christmas? 🎅 Marketing, that's how. From the classic Santa Claus illustrations by Haddon Sundblom to the timeless "Holidays Are Coming" ad featuring the Christmas truck, Coke has mastered the art of creating positive emotions during the holidays. Swipe left to discover the lessons we can learn from The Coca-Cola Company Christmas marketing! Comment your thoughts on how Coca Cola has made Christmas merrier! #CocaColaMagic #ChristmasMarketing #HolidaySeason #TMDInsights #CocaCola #TMDMedia #MarketingAgency #DigitalMediaAgency #BrandingAgency
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Join us this Thursday, August 22 at 11:00 AM Pacific for an insightful member exclusive webinar with 3 Tier Beverages, where we’ll explore how to transform raw data into compelling narratives that captivate your audience and elevate your cider brand. #ciderwebinar #memberwebinar #ciderdata #cidertrends #cidersales #pickcider #cider #craftcider #hardcider
August 22: Crafting Compelling Stories: The Role of Data in Your Brand's Narrative - American Cider Association
https://ciderassociation.org
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"Positioning is a generous act. It is not selfish, it is not about differentiation, it is not about gaining something. It's about offering people who are busy a clear map of who you are and who you are not. If you are not eagerly sending potential business to your "competitors", then you don't actually have a positioning. Basically you're saying: 'We're for everyone and you're everyone'. Positioning says: 'If you want an $18 chocolate bar, bespoke and handmade and ethical. That's what we make. If you want a Nestlé's bar to give out on Halloween, that's made with slave labour. That's what they make. Here's their phone number. We don't compete with Nestlé. They're doing that, we're doing this'." Quote by Seth Godin in an interview with "Brand Master Academy" #positioning #branding #generousity #sethgodin
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