Marketing Innovation

The New Fanta Bottle Looks Like it has Been Squeezed and Twirled

Posted June 19, 2017 by Marina Ku @ 10:11 am

It took Coca Cola, Fanta’s parent company, five years to give shape to the idea and formulate the bottle

Solid-Marble case

Fanta bottles in Britain, Italy, Poland, Finland, Romania, Serbia and Malta have a new look which make the bottles appear as if they have been freshly squeezed. The design element that gives the Fanta bottles this new look is a neatly executed spiral in the lower part of the bottle. At first glance it appears like a simple twirl on the bottle but PET (polyethelene terephthalate) bottle packaging professionals will tell you that it is far from simple. The idea was first bounced by London-based Ad agency, DrinkWorks to Coke UK who liked it and took it up. Little did Coke UK know that this cute and simple-looking design innovation would take over five years to materialize. They didn’t back out and pursued the idea to its logical end, and finally came up with the cute-looking squeezed and twirled shape on the Fanta bottle.

“How people interact with a product is where we start a project. We got young people in a room, gave them fruit, carving kits, plasticine, play-do, pens, paper, told them to just play—make a mess! Observing people do what comes naturally when they’re thinking of a drink and oranges like this was incredibly insightful,” says Leyton Hardwick, creative director at DrinkWorks. The only problem was, the youngsters aren’t expected to know that there is more pressure in a bottle that holds a carbonated beverage than there is in a car tire. Chances of the bottle deforming with certain sections popping out are high if the shape goes even slightly off kilter; that will render the bottle useless. Symmetry in design is critical here.

The kids had done their job; it was upto Coke UK’s packaging innovator, Gregory Bentley and his team to figure out a way to do it. He says, “The process of designing a bottle like this is very, very restrictive. We have multimillion-pound bottling production lines to think about. You’re working within a pre-agreed tube shape—if you pull capacity from one point, you need to add it in to another. You can’t take it out, without adding it in elsewhere. And of course, with a carbonated drink, the bottle has to be symmetrical, or it’ll bend.” Greg and his team deserves all the appreciation for achieving something incredible.

Filed under: Marketing Innovation

TrustX Promises Advertisers a Higher Level of Safety and Transparency

Posted June 16, 2017 by Marina Ku @ 10:31 am

This digital advertising marketplace and programmatic platform is gradually attracting advertisers and media buyers

Solid-Marble case

The major internet platforms Google and Facebook have not been able to offer a lot of things that users of these platforms would have liked. For instance, Google’s video platform, YouTube, hasn’t really been able to provide brand safety while Facebook is still in damage control mode after it made a mess of its measurement methods last year. This is where TrustX, a digital advertising marketplace or programmatic platform, steps in with a promise of total viewability and transparency on what’s being bought and sold, complete with proper reporting and billing. However, TrustX is yet to take off or ride a wave of customer confidence for what it is offering.

Digital Content Next (DCN), the only trade association dedicated to trusted, high-quality digital content brands, created TrustX as a cooperative digital advertising marketplace, designed to address the industry’s trust, transparency and accountability challenges. This unique marketplace will function as a public benefit corporation (B Corp) whose main objective is to create a sustainable environment for trustworthy advertising. Companies that founded TrustX include DCN members like CBS Interactive, Condé Nast, ESPN, Hearst and News Corp among 33 other publishers.

Billions of marketer dollars are lost to unethical publishing practices and digital ad fraud each year. As a result, ad blocking among a growing number of consumers have increased even as lack of transparency in the advertising supply chain along with poor user experience motivated DCN to launch TrustX with the stated goal of winning the trust marketers, consumers and publishers with a high level of transparency. Troy Young, president, Hearst Magazines Digital Media, said there “is huge demand for this type of programmatic experience.” Hearst Digital is one of the five TrustX founders, which also include Conde Nast, CBSi, News Corp and ESPN.

Filed under: Marketing Innovation

Marketers Must Focus More on Context of their Communication

Posted June 12, 2017 by Marina Ku @ 3:42 am

They Should Personalize Messages by Learning from Consumers’ Lifestyle, Interests and Purchase Intent

Lifestyle-interest-purchase

In order to optimize personalized marketing efforts, marketers ought to consider use of context; there are three key elements here that they will need when utilizing context for marketing. Marketers know that to engage consumers they must personalize their messages for better impact, but most of the time, they fall short of ideas to design and execute their messages effectively. Identifying data patterns is not the only way to figure out ways to personalize marketing communication; rather, it’s just one of the clues that define how to get a closer look at the customer’s behavior. Therefore, it boils down to putting the context at the center of the stage and begins working on other aspects of the message.

It’s critical for a marketer to balance contextual data on consumer interests, lifestyle and purchase intent to effectively design his marketing message. A successful personalized marketing campaign has to go beyond standard advertising messages and include the key context elements such as consumer interests, lifestyle and purchase intent. When marketers begin their customer engagement campaign one key objective is to know the customer across every screen that he may use and then weigh these elements together to narrow down and personalize the communication.

Mobile being the preferred device today, most consumers have undergone a major change in the way they absorb content. The attention spans today are much shorter since most of the content is consumed on the go and marketers will find that these consumers actually do not have appetite for long running descriptive messaging; rather they like short, precise, informative and actionable content. Therefore it is in the interest of marketers to focus on bite-sized content that will allow them to magnify customer priorities and fire in personalized messages at their customers with mobile-first ads.

With more context on consumer behavior at home and at work, use of the right technology can get marketers amazing results. Today, consumers’ browsing habits at home and at work can be quite different – the same person may be looking up ecommerce sites at home and business and industry news at work. Marketers can precisely target their audience with personalized and accurate messaging when they make use of such critical data.

Filed under: Marketing Innovation

Pizza packaging of the future by a GenX Genius

Posted June 2, 2017 by Marina Ku @ 5:33 am

Yinan Wang, a recent graduate of the Maryland Institute College of Arts, produced a brilliant design

Pizza Packaging

Pizza boxes are not exactly the first thing that springs to mind when you think of creative packaging design. Graphics aside, all pizza boxes look the same – plain corrugated cardboard boxes that don’t particularly spark your appetite. Additionally, research has shown that today’s pizza boxes fail to meet the average pizza lover’s needs and expectations. It’s about time the pizza box got a stylish makeover and it finally came from Yinan Wang, a student of the Maryland Institute College of Arts, who produced a brilliant design which is worth the wait.

For a recent project, Wang set out to find a solution for leftover pizza problems and was soon able to create a clever new pizza packaging design called ‘Toss.’ This innovative concept ditches the old-school square design for a pizza box and individually packages the slices into their own triangular-shaped boxes, much like the ‘slices’ of a pie chart. Each box is armed with a detachable holder at the bottom covering the outer diameter of the pizza which also happens to be the portion that comprises most of the left-over bits of pizzas.

This awesome pie-chart shaped box is probably the best thing to have happened in the history of pizza packaging. It will not just take the convenience factor, while eating pizza to new level but also open up a range of new opportunities in marketing and logistics. In terms of spicing up the deal, the pizza seller may offer different toppings in all the slices that together stack up to the conventional disc-shaped full size pizza. In fact, it spices up the scope of marketing pizzas since this slice-wise detachable packaging has further widened the scope of more competitive pricing.

Contrary to popular perception, more than half of the pizza lovers in the United States are women, most of whom are young, health-conscious individuals, who exercise at least twice a week. According to the Center for Generational Kinetics, these women value natural ingredients, appreciate creative design and have a preference for sustainable packaging. Young Yinan Wang’s brilliant design will most likely impress this hard-to-please demography and most others as it will meet a major part of their specific preferences in pizzas.

Filed under: Marketing Innovation

Artificial Intelligence Driven Predictive Marketing Can Cut Through the Ad Clutter

Posted June 1, 2017 by Marina Ku @ 2:55 am

Machine learning is what propels AI and is engaging consumers in real time with predictive marketing like never before

Predictive Marketing

A factor that’s critical to marketers today is the sheer volume of advertisements that struggle for the eyeballs and mind-space of audiences. One of the commonly talked about realism that is spoken about quite often is that four-five decades ago, audiences were exposed to around 300-500 ads a day, or thereabouts. These figures supposedly sounded like a lot then, although when compared with the figures today, which is around 10 times more, those figures appear small.Digital advertising has been promising to cut through this clutter but because of exponential growth, it has ended up adding to it.

Predictive Marketing

At present we are in the era of predictive marketing, driven by the rise of artificial intelligence (AI) and machine learning, which is expected to cut through the increasing clutter in advertising today. AI and machine learning, involves use of precise and predictive intelligence that enables consumer engagement and personalization at scale. This is what has come to be known as predictive marketing where customized digital content automatically reaches individual consumers in real-time for more effective and precise impression. AI is the technology that helps marketers creates real-time predictive insights that anticipate and exceed customer expectations.

Till recently, the use of the term ‘predictive’ to describe a process that revolved around what can be called ‘adaptive’ capability. Such capability uses static rules framed by the marketer in advance, that can make instant content decisions but does not provide continuous machine learning. On the other hand, predictive intelligence is automatically processed by technology enabling machine learning in real-time. How does it do this? Its ability to observe subtle trends in customer engagement and deliver precise and personal communication is possible because it bypasses the need for A/B testing and trying to re-learn the subtle trends every time a consumer engaged.

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KFC’s Novella, ‘Tender Wings of Desire,’ gives its Fried Chicken a New Dimension

Posted May 9, 2017 by Marina Ku @ 12:38 am

Wieden + Kennedy, the agency handling KFC’s creative communications, weaves a passionate love story around its founder, Colonel Sanders

marketing innovaion

With Mother’s Day 2017 in mind, KFC is offering a new twist to its fried chicken – a passionate romance novella, “Tender Wings of Desire,” in which the company’s white bearded, black-bow-tied founder is cast as a handsome sailor who sweeps a bored high society wife off her feet. Wieden + Kennedy Portland, the agency which is responsible for the KFC’s recent series of celebrity Colonels, came up with the idea. The writing of the book is credited to Catherine Kovach, a former Bustle.com feature writer who had also written a historical fantasy called Evangeline.

KFC announced the publication of its first novel with another passionate video in which a bearded long haired guy reads from its pages observing that dads ought to let “Colonel Sanders take care of dinner and mom’s fantasies.” The shirtless bearded man read out aloud from the book, “It was electric. It was everything, and whatever sickness Madeline believed she had from her infatuation with him melted away at the touch of his lips. Her entire body felt as though it were on fire, her heart beating wildly in her chest. He felt so warm, and his arms circled around her wait to pull her closer.”

The bearded man continued reading, “To call their affair passionate was an understatement. Sometimes it seemed as though Madeline and Colonel Sanders had been made to love each other and they tried to do so at every given opportunity.” The guy then licks his thumb in an obvious way and goes on to ask, “Don’t you wish you were a mom?” KFC’s George Felix said in a statement, “The only thing better than being swept away by the deliciousness of our Extra Crispy Chicken is being swept away by Harland Sanders himself. He promised that he’s getting his wife a bucket of chicken and the crispy fried love story so that “Dinner is taken care of and she’ll have the time to escape her busy schedule.”

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McDonalds Presents the ‘Frork’ to Improve its Signature Crafted Recipes Eating Experience

Posted May 3, 2017 by Marina Ku @ 5:08 am

The ‘ludicrous’ innovation is designed to help you scoop up every last bit of McDonalds’ new premium burgers and chicken sandwiches

digital marketing

McDonald’s got pitchman Anthony Sullivan to work on the narrative behind its new ‘ludicrous’ innovation – Frork. Created to promote its Signature Crafted Recipes sandwich line, the Frork is introduced in an infomercial by Sullivan. It’s basically a hybrid fry fork which has a socket-like opening at the end where you can push in three French fires to make it look like a functional fork although it would be ludicrous to try and dig into your food with it. This is just to improve your eating experience of sandwiches of the new Signature Crafted Recipes line-up from McDonald’s, which it says, are so packed with toppings that you’ll need a special utensil to scoop up every last bit of the irresistible stuff falling on your plate with every bite.

“Will the Frork change your life? Probably not,” Sullivan says. “Will the Frork improve your Signature Crafted Recipes eating experience? I mean, sure … maybe.” That’s as far as one can get with honesty. Michael Haracz, McDonald’s chef, explained, “We started with All Day Breakfast, updated our Chicken McNuggets, offered new Mac sandwich sizes for every occasion and now we’re introducing Signature Crafted Recipes because they are inspired by our customers. And while the Frork is supremely superfluous, it shows that McDonald’s is willing to do whatever it takes to help them enjoy every last bite.”

McDonalds will make available at participating restaurants on May 5, a limited supply of Frorks with the purchase of a Signature Crafted Recipes sandwich. This isn’t the first time that the company has tried to add upscale offerings. Earlier in 2009, McDonald’s had some success for a period of four years with its Angus burger. Mark Kalinowski, a Nomura-Instinet analyst, says, “Not everything McDonald’s is trying will work, but some of it will. You don’t want a McDonald’s that sits back and is complacent and happy with all the successes it’s achieved in the past. You want a McDonald’s that continues to evolve for the better and that’s what McDonald’s is doing under [CEO Steve Easterbrook’s] leadership.”

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Food Delivery Service, Seamless Works up New Yorkers’ Appetites with its ‘Melting Pot’ Ad

Posted April 3, 2017 by Marina Ku @ 12:20 am

The Ad is part of the ‘How New York Eats’ campaign designed by BBH, the Ad agency for Seamless

When New Yorkers think or talk about ‘Melting Pot,’ they not just refer to the cosmopolitan nature of their city but also praise it for the diverse food options that are available in every borough of the city. Seamless, the food delivery service has always spoken about the availability of great food all across the city but also underlined the long queues for restaurant tables in its ads, indicating that it has the answer to this problem. In its latest ad, Seamless tells New Yorkers about the best fresh pasta in Manhattan and delicious shawarma in Brooklyn and also that, they needn’t queue up outside a restaurant for that. They can get what they want without leaving home.

You are most likely to find piles of Seamless food bags lying in wait for hungry workers if you happen to walk into an office lobby in New York around noon on a weekday. The food delivery service, Seamless, has gone pan-America, across college campuses and workplaces in major cities including New York City, where folks are continuously moving around, working up serious appetites and looking around for good delivery services that can bring them their choice dish right where they are stationed. In the ‘Melting Pot’ ad, New York’s local flavor becomes obvious at the end of the spot, when the camera slows down on a city dweller, who in typical New York style, complains that it’s just too difficult to get a table at a good restaurant.

Seamless is easily accessible on its website and through a suite of apps and it is gaining in popularity with every passing day. In 2015 BBH New York was chosen by Seamless to handle its creative communications for its NYC business. Prior to that, Seamless used to manage its communication internally but as business prospects grew, the food-delivery company decided to focus more on its core function which was to deliver choice food to its customers. Soon BBH started the ad blitz across billboards and subways and bus kiosks all across Manhattan and before long New York came to think of Seamless as an essential part of its cuisine accessibility.

While talking about leveraging NYC’s cultural and culinary diversity, Dave Brown, creative director at BBH in New York, said “We always try to hit on some sort of cultural conversation that’s happening in New York City, and I think there’s an important one happening right now around diversity. We look at that and how we can express that and add that New York flavor to it.”

Filed under: Marketing Innovation

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