June 20, 2024

SBP 076: The Barber's Brief - June 20th, 2024

29 minutes

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.

We hope you enjoy the show!

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/

In the News:

Nvidia's 10-for-1 Stock Split Is Over. Here's What's Next for the Stock.

Link: https://www.fool.com/investing/2024/06/16/nvidias-10-for-1-stock-split-is-over-heres-whats-n/

Meta announces new enhancements to Reels and AI-powered solutions at Cannes

Link: https://www.socialsamosa.com/2023/06/meta-reels-ai-solutions-at-cannes/

How to Kill Creativity

Link: https://hbr.org/1998/09/how-to-kill-creativity

TikTok ads will now include AI avatars of creators and stock actors

Link: https://techcrunch.com/2024/06/17/tiktok-ads-and-branded-content-will-now-include-ai-avatars-of-creators-and-stock-actors/

Marketing Moment: Highlighting Case studies (3-4 minutes):

Bubly / Buble Launch - ARF Advertising Research Foundation

Link: https://thearf-org-unified-admin.s3.amazonaws.com/ARF%20Ogilvy%20Award%20Case%20Studies/2020%20ARF%20David%20Ogilvy%20Award%20CS/Buble%CC%81-vs.-bubly.pdf

Challenge - Gain market share in a fast-growing category

Background

PepsiCo looking at breaking into a emerging category

La Croix was established market leader with 20% MS

Product lacked personality

Sparkling water category $2b industry by end of 2018

CAGR around 20%

Expected growth over the next 5 years of 74%

Targeting millennials = generation play

Insight

Adulting is hard

millennials dealing with adulting want an everyday sparkling water brand that felt as fun, colorfoul and playful as soda.

Used customer interviews, social listening, quant/qual message testing & google search trend analysis

Most other brands had very little personality

La Croix was positioned as fancier than others - name became territory for playful approach

Creative

Brand took on a “playful instigator” role

Focused on fun & colour in media placements, partnerships, creative and spokesperson (buble)

Launch

2019 superbowl kickoff with Buble convincing people how bubly was pronounced

Partnership with Ellen Degeneres show featuring Buble in a fun skit

Snackable video on most platforms, GIFs, BublyV.Buble gif

Media placements on TV, CTV

Results

77% increase in brand awareness among category users

Doubled retail sales in 2019 to $250M

Purchase consideration grew by 2x

Tripled category share

La Croix reported 16% drop in 3rd quarter earnings

Ad of the Week

Paddy Power - Danny Dyer and Peter Crouch star in Paddy Power's new Euros advert

Link: https://youtu.be/BdavDrqE2jg?si=vyfH-5jhmfesqcM4

Danny Dyer (English actor and presenter) brings his Cockney charm to Paddy Power’s ad, capturing the nation’s excitement for the tournament with a humorous twist. The commercial playfully pokes fun at British quirks, featuring diverse characters who deliver sarcastic ‘compliments’ to the English. From Italians mockingly admiring our fashion to Germans grumbling about World Cup chants, and Dyer himself, portraying the quintessential English dad abroad, the ad is a witty celebration of our national character.

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By Sleeping Barber

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