Bold brands: a new approach

 

As a marketing agency, we’re tuned into the media and on the lookout for revolutionary ways that brands represent themselves and approach their campaigns. In recent weeks two brands in particular have stood out…

Carlsberg face the truth

Sourced from Marketing Week

After years of claiming to brew the best beer Carlsberg has spun their trademark tagline, admitting it’s ‘probably not the best beer in the world’.

After an exclusive interview with Marketing Week, Liam Newton, vice-president of marketing at Carlsberg UK states:

“We want to change the way people think about Carlsberg. We’ve been saying we’re ‘probably the best beer in the world’ since 1973, the issue is recently we’ve not been living up to that”

Their aim is to communicate the changes to the audience and correct their current perception with a brand new, honest campaign.

Marketing Week explain:

“Carlsberg is overhauling its namesake beer brand in the UK, changing everything from its taste and packaging to glassware and marketing as it shifts focus from ‘quantity to quality’ in order to change the way people think about Carlsberg”

Carlsberg UK’s director of marketing, Lynsey Woods adds:

“We think we’re being quite brave in actually using the line in a way to say we haven’t been living up to that. It is just so iconic, most brands would give their right arm to have it, why would you ever not want to utilise that?”

Marketing Week suggest:

“Using the brand’s iconic tagline in such a way could be a risk. Some activity on social media, which has seen Carlsberg pay to promote tweets criticising the beer and its taste, has confused consumers with many thinking the company has made a mistake”

Although admirable, Carlsberg’s new branding has left some consumers confused, believing the company has just made an error with their advertising.

Many overstated straplines don’t work today and it’s refreshing to see a brand recognise this and revolutionise their brand.

What do you think? A very different approach that’s for certain!

Read the full article by Molly Fleming of Marketing Week here:

https://www.marketingweek.com/2019/04/15/carlsberg-overhauls-brand-and-beer

Lush abandon all social media

Sourced from Marketing Week

Cosmetic brand Lush UK, shocked the retail industry when they announced their intentions to withdraw from all social media.

Statements on their social channels read as follows:

“Increasingly, social media is making it harder and harder for us to talk to each other directly. We are tired of fighting with algorithms, and we do not want to pay to appear in your newsfeed. So we’ve decided it’s time to bid farewell to some of our social channels and open up the conversation between you and us instead”

Charlotte Rogers of Marketing Week thinks the risk is too big.

She states:

“Some 82% of beauty brands rely on social media engagement, such as likes, shares and comments, a 2018 report by Fashion & Beauty Monitor find. By comparison, just 50% of beauty brands rely on press coverage and 45% on web traffic”

Customers are being encouraged to contact Lush via live chat, email, telephone or by using the #LushCommunity in hope that consumers will unite to help each other.

Rogers continues:

“Whether it is a protest against the digital duopoly, a genius data capture exercise or a genuine attempt to own the customer relationship without letting social media platforms get in the way, shoppers and marketers alike were left – in large part – baffled by the decision”

We too were left ‘baffled’. For Lush, a brand’s whose success is primarily owed to a large social media following, to ditch all platforms completely, is a major risk.

Rogers agrees:

“Stepping away from a platform like Instagram is a big risk, especially given only last month the site went live with its “Checkout on Instagram” function, allowing shoppers to transact and track purchases without leaving the app”

Encouraging more of a community from their consumers is a positive concept but in a world that is so heavily social media orientated, will it work? So, the question remains, is this bold move from Lush ingenius or will it backfire? Something only time will tell!

Read the full article by Charlotte Rogers of Marketing Week here: