Some classic viral marketing from Innocent. Love it.
Category Archives: Marketing
Some inspired promotion from FOX in the US emerged this week. Our favourite Gleeksters are getting their fashion on for a promotional video ahead of the 8th September – the official date for the global Fashion’s Night Out extravaganza. And just 12 days later, the new season of Glee happens to air on the American network.
The skit (above) is too short for my liking (please let there be a full-length music video aired at some point, or at least additional break bumpers with out-takes), but some of the production stills give you an idea of the fun had on set.
Glee meets Vogue. Awesome. Inspired.
Bloomberg’s Businessweek announced the findings this week of their giant annual survey into brand popularity. Now presented online at Businessweek.com and in the current double issue on news-stands, is the a-z of brand categories and who won Miss/Mr Popularity in 2010.
To explain their rationale behind this, a quote from their front page:
“Even in our present era of 10,000 niches, mass customization, and the “long tail”—of companies selling fewer items from a far vaster inventory—we are, arguably, governed more than ever by what’s popular. Thanks to the Internet’s ability to rank everything, one can dwell almost exclusively in the world of trending Twitter topics, of top-reviewed restaurants, of Amazon.com bestselling books, of the cutest cute-cat YouTube videos. News sites all feature tallies of the Most Read, Most E-mailed, and Most Commented On articles—creating a self- reinforcing conversation.
Is all this popularity data enriching us, or does it obscure new paths of discovery? Are crowds wise, or do they follow the pack and middle-of-the-road? A deep dive into what’s totally beast, right now—not just the bestselling, but the fastest-selling; not merely the market leaders, but the ones gaining the most market share—proves that while there’s no accounting for taste, the data can be helpful and even inspiring. It highlights huge, wealth-creating opportunities as well as under-appreciated ways that cash flows to the sublime.”
Every entry in the list represents either a market leader or “the person, product, or trend that experienced the greatest commercial growth or surge in popularity during 2010.” Some figures are literal (e.g. Nordstrom’s revenue, $9.7 billion), and others symbolic (the rpms of the top-selling turntable, 33⅓).
Anyhoo, for me it made for fascinating reading. Some not wholly surprising – those we could have predicted include Kate Middleton as top choice for magazine front covers and Harry Potter for top move franchise. And I was particularly amused by the inclusion of ‘Car (stolen)’ as a category (the Honda Accord, if you were wondering). Remember this is only representative of the US market, but still a curious list.
So for your delight (and with thanks to Brand Channel this morning), a selection of the list:
• Actress: Sandra Bullock
• Athlete (Female): Serena Williams
• Athlete (Male): Peyton Manning
• Beverage (Beer): Bud Light
• Beverage (Soda): Coca-Cola
• Beverage (Sports): Gatorade
• Cable TV Show: MTV’s Jersey Shore
• Car (Electric): Nissan Leaf
• Car (Stolen): Honda Accord
• Cereal: Honey Nut Cheerios
• Chocolate: M&Ms
• Cigarette: Marlboro
• Coffee: Nescafe
• Credit Card: Visa
• Department Store: Nordstrom
• Diet: Gluten-Free
• E-Reader: Kindle
• Game System: Microsoft’s Xbox Kinect
• Gum: Orbit
• Jeans: Levi’s 501
• Magazine Cover Subject: Kate Middleton
• Model (highest paid): Giselle
• Movie Franchise: Universal’s Harry Potter
• Museum Exhibit: Alexander McQueen at the Met
• Music (album sales): Adele
• Newspaper: The Wall Street Journal
• Philanthropists: Bill & Melinda Gates
• Razor (Female): Gillette Venus
• Snack (Cookie): Oreo
• Sport: NBA
Who doesn’t love Angry Birds? So who wouldn’t want to play a giant life-sized version in the middle of Barcelona, complete with catapulting birds and exploding pigs?
Bring it to London, T-Mobile. Stat.
(with thanks to @canary_don for the tip-off)
The Greatest Movie Ever Sold. There are so many reasons why I love the look of this movie, not least:
- Super Size Me legend, Morgan Spurlock is fronting it. Guaranteed, good honest humour whilst proving a salient, sobering point along the way
- It is completely self-referential – a film proving its own point that we are over-advertised to through the medium of film and television, whilst acknowledging it wouldn’t exist without that very industry. I just love a good old paradox
- By the look of the movie posters, he actually manages to convince Californian-based pomegranate juice-makers POM Wonderful to take the $1m title sponsorship. I cannot wait to see that boardroom table discussion
- The issue of our contemporary over-dosing on product placement is placed front and centre (anyone who doubts the presence of brands in movies needs to check out Brand Channel‘s great database, Brand Cameo)
- Great title (though he will need to be forgiven for borrowing from Frank Rich’s book of the same name)
The premise is a simple one – can you make a movie using only budget acquired from sponsors and advertisers? If you’re wondering how Spurlock came up with the idea in the first place, his director’s statement in the movie’s press pack is worth a read.
(and no fewer than 12 pages of the 23-page press pack are dedicated to ‘A word from our sponsors’. So it’s a fair that bet he accomplished what he set out to…)
I think my favourite exchange in the trailer below, is from Spurlock’s conversation with politician Ralph Nader:
Spurlock: Where should I be able to go where I don’t see one bit of advertising?
Nader: To sleep.
Not currently slated for a UK theatrical release this year, this might be one for festival screenings and a smaller-scale art-house release. But for the time being watch the trailer and enjoy:
In terms of brands, there are a few things for me that mark the onset of Christmas. Pret’s Christmas sandwiches, Starbucks’ red cups, and Hellman’s’ sing-along Christmas TV ad to name a few. But not forgetting Innocent smoothies’ adorable bobble hats.
I first saw these a couple of years ago and thought it was an inspired (if fairly expensive) piece of product marketing. Completely fitting with the brand personality and creating stand-out on the shelf.
This year those happy chaps at Innocent have taken it to a whole new level. Enter, The Big Knit.
Some pretty heavy advertising spend must have been placed behind this (thank you Coca-Cola) due to the double-page skyscraper ads in The Times earlier this week, but it made me take note. It seems that Innocent were made aware of how the public embraced the woolly hat novelty of years gone by and this year have created a whole campaign around it.
Together with Age UK (a charity ethos that tend to tug at the heartstrings at this time of year), Innocent asked the great British public to knit their very own Innocent bobble hats of their own design. Sadly, we’re now too late to offer knitting expertise to the smoothie bottles because, as the site helpfully told me today, all the hats have been dispatched to stores.
However, you can still contribute – by buying Innocent smoothies, natch. In Boots and Sainsbury’s up and down the cournty. 25p from every purchase goes straight to Age UK. And while I seem to remember this little woolly numbers from only a couple of years back, Innocent have been working with these guys for much longer than that:
“We first got our needles out back in 2003 when we knitted 20,000 hats to raise £10,000 money for Age Concern [now Age UK]. Since then The Big Knit has grown every single year – and 2010 will be the year we smash the £1 million mark of total money raised over the campaign’s history as we aim to put 800,000 hats on our bottles.”
So keep a look out for the bottles, and the hats on bikes coming to a town near you. Post a comedy be-hatted picture to the Facebook group, and if you’re quite the knitter, you can still learn how to make your very own Innocent hat with videos on the site. Or perhaps put your needles to better use and create something for your local Age UK outlet.
Happy Christmas Innocent.
(and just for the hell-mans of it, have a sing-along)