ICA - Institute of Canadian Agencies’ Post

"International Advertising Blunder" Dolce & Gabbana's chopsticks video https://lnkd.in/gbaAWxxV In 2018, Italian luxury fashion house Dolce & Gabbana released a series of short videos on social media that were intended to promote their brand in China. The videos featured a Chinese woman attempting to eat Italian food with chopsticks while a male voice gave her directions in a condescending tone. The videos were widely criticized for being racist and insensitive, and they sparked a boycott of the brand in China. Dolce & Gabbana later apologized for the videos, but the damage was done. The brand's reputation was tarnished, and they lost a significant amount of sales in China. This blunder highlights the importance of cultural sensitivity in international advertising. Companies need to be aware of the cultural differences between their target markets and avoid creating content that could be offensive or insensitive. They should also conduct thorough market research and use local creative teams to ensure that their campaigns are well-received. #Arun_Raj #dolcegabbana #MBA2022_24 #MBANovember2023 #IntegratedMarketingCommunication #Dhruva Dr. Sudeep B. Chandramana MACFAST (Mar Athanasios College for Advanced Studies Tiruvalla)

Most of my dearest memories growing up was the sight of my grandmother making arepas for breakfast. Nothing beat eating an arepa filled with cheese paired with café con leche (coffee with milk) before I went to school. Beyond just being delicious, those morning arepas were part of our family tradition. Just like arepas remind me of family, Malta Polar brings back memories of friendship and fun times. Drinking Malta was also a tradition when playing cards with my friends in the afternoons. Seeing the Polar Bear logo sparks nostalgia in me because it takes me back in time and because their products are interwoven with the fabric of Venezuelan culture and identity. Generations of Venezuelan families have grown up with this iconic brand, associating them with childhood, family bonding, and national pride. Today, I want to dedicate this post to the brand that has been an integral part of these memories - Empresas Polar. Born from Venezuelan soil, this company has established itself as an entity that is much more than a business; it is a testament to resilience, a symbol of unity that resonates with the Venezuelan community worldwide. Despite the adversities Venezuela has faced over the decades, the brand never wavered. It stood tall, not only surviving but thriving and expanding its reach to the Venezuelan diaspora in the USA, where it is now a major presence. They have built up so much brand loyalty and love over multiple decades through high-quality products, smart advertising, and understanding the cultural impact food and drink have. Here are 3 key lessons this powerhouse Venezuelan brand has taught me about branding: 1. Authenticity Matters: Empresas Polar has never abandoned its Venezuelan identity or tried to water down the cultural significance of its food and drinks. 2. Consistent Quality: Venezuelans are so emotionally attached to Polar's products because of their consistent quality and deliciousness across decades. 3. Expand and Adapt While Retaining Core Values: Despite its strong Venezuelan roots, Empresas Polar understood the need to reach out to its diaspora, recognizing the pull their products could have among Venezuelans living abroad. Today, they have a significant presence among Venezuelan communities around the world, showing that they have successfully expanded their reach while retaining their core identity. Do you have a favorite brand that brings you fond memories? Let me know in the comments! #foodandbeverage #quality #memories

Introducing David Robinson, Global Brand Ambassador at Franklin & Sons, and this week’s incredible #IndustryInspiration ! 💙🍾 Thus far, David has had a wonderful career in the hospitality sector, from working in bar leadership roles across the UK and Australia whilst maintaining regular appearances at cocktail competitions, including the World Class GB Semi Finals in 2016, to becoming a full-time brand ambassador with Pernod Ricard in 2019. David now finds himself at Franklin & Sons and is the Global Brand Ambassador.    Telling us more about his role, David explains, “I am responsible for developing international brand advocacy platforms, implementing them in key global markets alongside local commercial and distribution teams, working with key contacts in market to ensure their success. As a branch of the Marketing team, I work to ensure the brand’s growth and recognition by utilising my experience and knowledge of the industry to develop our advocacy strategies, establishing and guiding areas focused on the trade.”   Speaking on his love for the brand, David shares, “The thing that I love most about the brand itself, is our commitment to bartenders and the on trade. Franklin & Sons was established in the on-trade, and we work closely with bartenders to keep a finger on the pulse of industry trends and movements, helping our brand direction to meet and support these.   “This year, we have had the pleasure of launching ‘In the Mix’, our brand-new bartender advocacy programme that celebrates and empowers the industry, providing educational tools for bartenders at all levels as well as opportunities for them to grow their careers.”    The future looks bright for David as he shares his short and long-term goals, “In every role I have held in my career, the constant goal has always been to learn something new every day, so that I can develop and progress into the next chapter of my career, whatever that may be. My focus for the year ahead lies in successfully establishing ‘In the Mix’ in the UK alongside our local brand team and taking our learnings into the second year of the programme. “With that success will come the longer-term goal of successfully establishing the programme in our wider markets to further promote Franklin & Sons’ commitment to bartenders across the world.”   To conclude, David offers some words of advice to fellow hospitality professionals, “The advice I always give to my fellow hospitality professionals is simple: never stop learning, always be proud of what you do and create environments where ideas can be shared.     “As an addition to this, you should never be shy about believing in yourself and your ability to grow. If you have an ambition to try something new, be it a cocktail competition, the creation of new drinks for a menu, bringing a new product to market or even aspirations for a promotion in your area of expertise, don’t let a fear of failure stop you.”

Introducing Alexandre Robin, Northern Europe Brand Ambassador at Giffard Liqueurs & Sirops, and this week’s #IndustryInspiration! 🥂 So far, Alexandre has had a colourful career in the hospitality industry, beginning in France where he studied for 7 years. Fast forward to 2015, Alexandre moved to London where he managed the bars in sketch London in Mayfair and FAM in Marylebone, before joining Giffard as their Northern Europe Brand Ambassador in 2023. Alexandre shares some insight into his current role as Northern Europe Brand Ambassador, explaining, “Days never really look the same. Between trainings, bar takeovers, menu creation, trade visits, trade shows, meetings... all of this with the 14 markets I'm looking after sure takes time! “This year, I am focusing on becoming the preferred brand of liqueurs and syrups for spirits portfolios and independents. Being one of the very few liqueurs ambassador is a plus, considering Giffard's wide range compared to other brands' single products and the fact that our brand is recognised worldwide.” Speaking on his love for the brand, particularly the quality of the products, Alexandre states, “Giffard's products speak for themselves, and their versatility is sensational. Being around since 1885 with quality that brought worldwide recognition from industry professionals.” The future looks bright for Alexandre, as he shares his short-term goals, “For now, the main plan is to keep growing the brand and the category, carrying on the work started last year. We are also running our international cocktail competition called the West Cup which takes place every two years, where we will select 18 world finalists to compete in Angers in September.” To finish, Alexandre offers some words of advice for fellow hospitality professionals, “The advice I've always given to my teams is whenever you have a spare five minutes, grab a bottle behind your bar and learn about it. You do not need to know everything, just what it is, how it's made, where it is from and a specific fun fact. That's more than enough! “Growing your network is also very important. I'm meeting people I haven't seen for years and still remember where and how we've met. Whatever you do, it’s all about loving what you do and having as much fun as possible,” he adds. We congratulate Alexandre on his hard work so far, and wish him continued success in his role at Giffard!

From Minds to Millions: The Psychological Secrets of Grey Goose's Success Meet Sidney Frank, the marketing genius behind Grey Goose vodka. Using psychology and behavioural science, he transformed a brand from $0 to a $2 billion deal with Bacardi in just eight years. Sidney understood the power of pricing, charging $30 per bottle for Grey Goose, leveraging psychological principles like "Irrational Value Assessment" and the "Price-Quality Effect." To create a distinct brand story, he sent his team to France, resulting in the world's first French vodka. This strategy made Grey Goose one of the most successful spirits brands ever. Sidney Frank's psychology-driven approach and daring vision continue to inspire the business world. Cheers to a true marketing genius! #marketing #greygoose #marketingcampaign

Invite a friend and get an eCoupon worth ₱100.00 When your friend registered for Watsons Online as Member, you and your friend can both get ₱100.00 worth of Watsons eCoupon for a minimum spend of ₱800.00 https://lnkd.in/gcwN-FuW Invite Code :w7zjy2hMAP

A few months ago I posted a story about Johnnie Walker in Nigeria Producers of Johnnie Walker to establish Nigerian entity as Guinness stops sale of whisky https://lnkd.in/eDdbDtrw Now here is a second story about whisky in West Africa, this time from Ghana, suggesting whisky is part of an unprecedented growth in demand for luxury goods across the continent. African Luxury Whisky: The Macallan’s Journey As The Macallan raises a toast to its 200th anniversary, it isn’t just celebrating its own legacy; it’s also heralding a new era for luxury whisky in Ghana. This move reflects a broader trend across Africa, where the appetite for luxury goods is soaring, making it a golden age for spirits like whisky. Africa, often dubbed the “final frontier” for luxury goods, is experiencing unprecedented growth. Reports by KPMG predict a significant rise in the African luxury market, driven by factors such as a burgeoning middle class, rapid urbanization, and a surge in high-net-worth individuals (HNWIs). https://lnkd.in/e6fc9cVN https://lnkd.in/eCq_5vS4 #whisky #ghana #bournerecruitment #africarecruitment #africajobs Bourne Recruitment

Authenticity and Wellness: Curamia Tequila's Stand in a Celebrity-Driven World In a world where celebrity endorsements often overshadow substance, Curamia Tequila stands out for its authenticity, integrity, and commitment to consumer wellness. While other brands chase the allure of Hollywood glamour, Curamia remains steadfast in delivering exceptional quality and promoting responsible consumption. Events like the Met Gala often serve as showcases for luxury products, including tequila. However, the growing popularity of tequila among celebrities has also highlighted some concerning trends. All too often, the glamour of the red carpet is accompanied by stories of excessive consumption and irresponsible behavior. Curamia takes a different approach. Instead of aligning itself with the glitz and glamour of Hollywood, Curamia focuses on authenticity, craftsmanship, and responsible enjoyment of its product. While celebrities may enjoy Curamia Tequila, the brand does not seek their endorsement at the expense of its values. We recognize the importance of promoting responsible consumption and discouraging excessive drinking. That's why Curamia meticulously monitors and lowers methanol and propanol levels in its tequila, contributing to a more enjoyable drinking experience with fewer negative effects. Prioritizing both quality and wellness, Curamia sets itself apart as a brand that cares about its consumers beyond just the bottom line. In a crowded market, Curamia Tequila stands as a symbol of authenticity, integrity, and consumer wellness. By prioritizing quality, craftsmanship, responsible consumption, and wellness, Curamia remains true to its roots while setting a positive example for the industry. Join us in celebrating the spirit of Mexico with Curamia Tequila—the better choice for you and the planet. Cheers! #CuramiaTequila #Authenticity #Wellness #Responsibility #Sustainability Curamia Tequila