3 Brands Who Challenged Gender Stereotypes Way Before Gillette

Consumers’ feelings are mixed about brands making social and political statements, but there is evidence that younger generations like millennials and Gen Z, will tend to buy from brands who apply socially-conscious marketing.

This past week Gillette released a new ad campaign and it created a significant conversation via social media and mainstream outlets. The spot titled “We Believe,” tackles the idea of toxic masculinity and referenced the #metoo movement. Despite the commercial’s message against reinforcing traditional negative male behavior, it was met with some backlash. Some people started throwing out Gillette razors—posting videos on social media—and other warned they would boycott the brand. But, Business Insider reported a recent survey that hows the spot made a positive impact on 61 percent of 2,201 adults who were surveyed.

However, Gillette wasn’t the first brand to create marketing that pushes back against the idea of gender norms and stereotypes. Here are a few recent past examples.


Burger King’s ‘Proud Whopper’ Backs LGBT Community

In 2014, Burger King launched ‘Be Your Way’ campaign during San Francisco’s Pride Parade to support LGBT rights. The commercial, titled “Proud Whopper,” begins with a man on the street interviews asking about the proud whopper. One person—face blurred out—griped “Do gay people even eat fast food? Really?” Others praised the idea.

The thrust of the campaign was that the proud whopper was no different than any regular whopper, it just had a different wrapping. An allegory for differences between people.

Fernando Machado, now Burger King’s CMO, was the senior vice president of global branding at the time. In a 2014 interview, he told TIME, “We felt that [the Proud Whopper] could bring to life a message of equality, self-expression, authenticity and just being who you are.”

Machado continued, “As with anything in life, there will be people who will like it, there will people who will dislike it. We just hope that people will understand that the message is a beautiful one.”

According to a case study, the spot generated 7 million views, 1 billion impressions and $21 million in earned media.

In 2014 Arkansas and Oklahoma judges ruled its ban on gay marriage was unconstitutional. But in 2015, the Supreme Court ruled gay marriage legal for all 50 states.


Always’ #LikeAGirl Video Praises The Strength In Women

Always’ #LikeAGirl spot premiered in June 2014 and was viewed as a huge shift in for feminine care product messaging. In the ad, Always chose to begin a conversation of what it means to be a woman, rather than focus on the product. The three-minute video simulated a casting call and starts with a female director asking the actress, “Show me what it looks like to run like a girl?” the woman’s immediate response was to skip lightly, almost like she can’t run. The same question was asked to young girls and they had a different response; they ran with diligence.

The commercial has over 66 million view on YouTube and 42,000 comments. Another YouTube user wrote, “I fight like a girl because I am one. But I’m also a top student in taekwondo; gender doesn’t define you. You define you.”

Always continued the campaign and debuted a 60-second spot during the 2015 Super Bowl. The Huffington Post claimed it “stole the show.” Always made a series of more #LikeAGirl videos and they continue to repost them on their Twitter feed.

According to a case study by D&AD, “prior to watching the film, just 19 percent of 16-24s had a positive association toward ‘like a girl’. After watching, however, 76 percent said they no longer saw the phrase negatively. Furthermore, two out of three men who watched it said they’d now think twice before using the ‘like a girl’ as an insult.”


Dollar Shave Club’s ‘Get Ready’ Ad Is The Epitome Of Honest

Last year, Dollar Shave Club shifted brand messaging with the ‘Get Ready’ campaign. The honest, yet funny commercial shows an intersectional group of people and includes LGBT people. It highlights how we all struggle with our morning routine, including shaving, no matter who we are. In the ad, one balding man tries to fix the little hair he has, a dad reads on the toilet to take a break from the kids and one woman stares into her mirror as she shaves her head.

Michael Dubin, founder and CEO of Dollar Shave Club, told Adweek, “When you are getting ready in the morning, this is a moment when you see yourself at your most vulnerable. This is a time when you have to deal with your insecurities and your trouble zones. It’s also a time where guys come up with creative and unique solutions in their own personal care or grooming regimens.”

The company, based in California, was founded in 2011 as a disruptor brand for the razor and grooming industry. Dollar Shave Club was acquired by Unilever in 2016 for $1 billion.

Dollar Shave Club also supports original branded content an independent publication called Mel Magazine; its coverage challenges gender stereotypes and norms. In 2016, a trans person wrote an article “How To Be A Guy,” a raw analysis of the male experience and learning masculinity as an adult. Another, more recent article is titled “What It’s Like To Come Out As A Guy Who’s Going Through A Divorce.”

In an interview with Fast Company, Dubin explains the magazine isn’t for done for monetary reasons, but to actually connect to customers. “We are hoping to make a meaningful contribution to the evolution of men.”

Taco Bell Canada Discusses Their Latest, Cheesiest Campaign

Cheese fans rejoice. A billboard dispensing nacho cheese will come to life, thanks to Taco Bell Canada. The billboard nicknamed the ‘Cheesiest Billboard’ promotes the new Nacho Cheese Naked Chicken Chalupa. On Saturday, January 19, the quick-service chain’s fans can come to the flagship store on Queen West in Toronto to pour endless nacho cheese on their favorite foods.

This isn’t the first cheeky marketing stunt by Taco Bell Canada. In December, they launched Crunchwrapping paper to advertise the company’s Triple Double Crunchwrap. The holiday wrapping paper was available for purchase on Amazon Canada and promptly sold out.

Last summer, when Canadians finally got Mountain Dew Baja Blast added to their Taco Bell menu the marketer team launch a mobile hair salon called the Taco Bell Baja Blessed Salon. Consumers could get their hair dyed a Baja Blast blue made by Manic Panic—popular for their variety of bright hair color.

This latest OOH campaign offers free food and attendees can make it as cheesy as they want. Taco Bell Canada marketer Nathan Maddock spoke to AList about the upcoming activation.

Can you describe how the billboard activation will work?

I guess the best way to describe it is that it will be built around a tasting event. It’s very simple. The fans will get a chance to come, get a chalupa and they’ll be able to line up at the billboard and use the dispenser themselves to deliver as much nacho cheese as they want.

Are you worried it might get too chaotic?

We always love to think of new innovative ways to show our fans a good time. So, for this unexpected experience, we’ll have a team in place. It should be pretty organized, but we are expecting a good group out there.

Were there any reservations during the creative process?

No, I don’t think so. We had to do our [due] diligence to make sure that we could execute the event. The idea was so great [and] we knew we wanted to try and make it happen. We have all the partners and teams in place to be able to pull it off. As long as we could keep everything food-safe and keep our partners in quality assurance happy, then we were always really excited to make it happen no matter what.

How was the idea conceived?

The way things typically come to life is the team on our brand side will put a brief into place for a specific product. In this case, knowing the Naked Chicken Chalupa is a big fan favorite is the fact that we’re bringing it back with nacho cheese on it.

With that said, we had our creative agencies, PR agencies, really wrapping their heads around how we are going to bring this to life. The sentiment that we liked about this idea is that everything is better with nacho cheese. We evaluated a lot of different ways to bring to life, and this is truly the idea that we fell in love with. It’s picking up some steam, and people are very excited about it, asking us a ton of questions. We are super excited about the time when we get to deliver the experience on Saturday.

Your team has had other humorous campaigns like Crunchwrapping paper. Do you feel like these elicit a better response from consumers?

All of these are fan-driven. At Taco Bell we think about ourselves as a category of one, so we don’t necessarily compare ourselves against the traditional quick-service food brands. We believe we have an advantage in that our fan-base is so passionate.

Whenever we are launching new products and bringing the brand in front of people, we try and incorporate our fans to give them the most epic experience as possible. This is just another example of whether we are sending them CrunchWrapping Paper or bringing them the world’s cheesiest billboard, it’s all fan-driven. And we think about the fans before we think about anything else.

Can you explain what you mean by being “fan-driven”?

We spend a lot of time and energy on social listening. So just being involved in the local communities, social media and using the data that’s happening right in front of us. Our fans are very vocal and we love that. It really helps us to make decisions with them on top of mind. We also have quarterly advisory boards, where we invite our fans in to have them taste our products before we launch them and to see advertising before it goes out.

It’s also an opportunity to get engaged with our ever-changing consumer and to make sure that the decisions we are making from the brand end have them at the top of our mind because it’s always our goal.

Do you think Taco Bell Canada is any different than Taco Bell U.S.?

We are always staying close to our partners in the U.S., only because they have so much more resources than we do, but it’s essential that we understand the Canadian consumer. Every decision we make is very fan- and consumer-driven that it’s important for us to make that distinction. It’s not merely a U.S. idea trickling its way into Canada, but that the Canadian arm of the brand is making key decisions regarding how they are going to put activations in front of consumers.

Shutterstock CMO Lou Weiss On New Brand Campaign: “The Story Hasn’t Changed”

Lou Weiss, the CMO of Shutterstock—and former president and CMO of meal kit brand Plated and chief marketing and merchandising officer at The Vitamin Shoppehas a lot to say about the role of creative assets and visuals in today’s business arena.

According to Datanyze, Shutterstock has 52 percent of the market share in stock images but they also offer music, video and editing tools. In the third quarter of 2018, the company celebrated a 4.9 percent increase in paid downloads and 7.5 percent increase in revenue YoY.

With that said, the company hadn’t released a brand campaign in six years—until this month.

Weiss sat down with AList to discuss Shutterstock’s new marketing campaign, “It’s not Stock, It’s Shutterstock,” and revealed how the company’s message and mission haven’t wavered.

Why is this the first campaign in 6 years? Why now?

One of the things that we see going on in the world in our business right now (which is a good part) is that creativity is becoming more mission-critical for many businesses of all sizes and shapes more than it has ever been before. Creative businesses used to stand out from the pack. But today we got to the point, where, if you are not creative, then you start to stand out from the pack because the consumers’ and the customers’ expectations are so high.

Many businesses know that they need to be creative, but don’t necessarily know where to start. We thought this was a wonderful time to remind people who we are and let those who didn’t hear about us know what an amazing creative recourse we are. The amazing photos, videos and music sounds, created by over 550,000 of our contributors are now used in all matters of marketing and are the great way to tell the brand story all over the place.

Is this part of an extended campaign?

Absolutely. We think this campaign is a platform-type opportunity for Shutterstock that can be kept fresh, current and relevant for years to come.

What was the process like?

It was like the process of generating a great campaign. We thought a lot about the customers and the prospects, what their pain points and opportunities are. We generated a bunch of different concepts and chose the one that seemed to really show and not just tell what makes Shutterstock so unique.

Can you talk a little about the creative assets you used?

The campaign was created entirely with the art from our contributors. And the cat and the dog images chose us more than we chose them. They are radiant images with a lot of stopping power that demands attention. It’s kind of like the billboard that says, “If you’re reading this then your advertisement should go here,” proving that billboards work. They also serve as wonderful examples of the kind of creative assets you can find large piles of in our database of 225 million images and 12 million video clips.

And the new categories?

The six new categories we are adding to the site give people who don’t know us a sense of the range and depth of our [media library] and prove that we’ve got what you’re looking for, even if you don’t know what you’re looking for. We offer great search and discovery tools, and great ability to [inspire], not just assets for people who know what to look for. When people hear “stock” sometimes, they think of pretty staged stuff, but what we are showcasing with this campaign is the magic of our 550,000 contributor network and the artists who make the amazing creatives that our customers can be inspired by.

Since joining Shutterstock in 2018, what have you changed in the company?

The business has continued to thrive and grow. We’ve only integrated the marketing a little bit. The brand’s positioning, however, has not changed at all. It’s been true for a very long time. The only thing that’s changed is how we will be expressing it through this campaign.

What are some marketing trends you see developing in 2019?

We have actually [recently] put out our Shutterstock trends report, and some of the highlights are “zine culture” designs and the “’80s opulence” come back, and “yesterday’s tomorrow,” or incorporating retro-versions of what people thought the future will look like back in the day. These are the trends that we really see growing [in 2019], but there are many others.

Can you talk about trying to control the brand narrative?

We don’t control the brand narrative. Even in the era of social media, [marketers] are the voice of the table, but at the end of the day, the customer, the market, the social media audience, the consumer–they control the brand narrative. We try to direct and guide it because we are already inside and we know what we are doing and what we are trying to accomplish, but marketers don’t have control over brands like they used to. And I think [being in control] was a scary thing for many marketers. But now it has become a wonderful thing because we have an interactive dialogue with our fans and our customers about what the brands stand for. And that only makes us stronger.

What is your approach to brand safety?

Protecting the brand is not principally about the advertising campaign. It’s principally about doing business with the brand. Brands are three-dimensional things that live and breathe and those experiences that you have [with the brands] is what really defines the brand. The advertising campaign is the promise of how it’d feel to do business with us, but then we deliver on that feeling, and that makes us a strong brand. When companies make promises that they can’t keep, that’s when they get into brand protection theft.

That’s why it was so much fun making this campaign. Shutterstock has a strong position in the market. All we are doing is that, telling the story, [and] the story hasn’t changed it at all.

Super Bowl 2019: Brand Campaigns And Commercials Round-Up

Super Bowl LIII is on Sunday, February 3 in Atlanta and although we still don’t know which two teams are playing, we do know some of the ads we will be watching on game day. Slowly, brands are revealing campaigns and advertisements that will premiere during the big game.

We will be updating as brands announce more details and release teasers, full spots


Serena’s Bumble Collaboration Debuts

Bumble announced its debuting their year-long marketing campaign with Serena Williams on Super Bowl Sunday. The campaign “The Ball is in Her Court” wants to send a big message of women’s empowerment and after 2018’s #MeToo movement it’s no coincidence the premiere is on a male-centric event.

Bumble has not revealed how the ad will appear, but we do know it’s a multi-platform campaign.


Toyota Will Show Its Redesigned RAV4

Toyota’s RAV4 got a makeover and it will get a lot of attention during one of the biggest events of the year. Ed Laukes, head of marketing for the Toyota Division told Automotive News the car has the marketing budget to promote itself on a mainstream platform like the Super Bowl.

He added the campaign will feature teasers released on and before game day.


AB InBev Hitting The Super Bowl

Bon & Viv Spiked Seltzer, an alcoholic carbonated drink by Anheuser-Busch InBev, is one of the five brands the brewery will feature along with Bud, Bud Light, Michelob Ultra and Stella. The company told Adweek this decision is part of maximizing their time during the game to “capture consumer attention at the right time.”

AB InBev has exclusive alcohol advertising rights during the game and will air four 45-second spots, three 30-second spots and one 60-second ad. Anheuser-Busch will also have four billboards and four bumpers during the Super Bowl.


TurboTax Returns To The Super Bowl

As part of the deal Intuit struck with the National Football League, TurboTax Live will be the presenting sponsor of the championship games on January 20. The first time the football organization has signed on a sponsor for both AFC and NFC championship games. Intuit is also the official NFL sponsor for financial and accounting software along with tax prep services. This will be the sixth year in a row TurboTax has advertised during the event.


Pizza Hut Hurries To Broaden Its Beer Delivery On Game Day

The pizza company knows most spectators are watching from home so they’ve decided to expand its beer delivery to about 300 restaurants in preparation for the Super Bowl. It launched the service in Arizona in December 2017 and aims to have it in 1,000 restaurants this summer. The official pizza sponsor of the NFL says 86 percent of Super Bowl parties combine pizza and beer.


PepsiCo Will Run Three Super Bowl Ads 

This year PepsiCo will debut three 30-second ads featuring Pepsi, Doritos and Bubly. The beverage giant will also get 10-seconds of ad time during the pregame and PepsiCo will also sponsor the halftime show. Details on the Super Bowl spots haven’t yet been revealed, but PepsiCo did mention it’s been difficult to book talent for the show because many of them stand by Colin Kaepernick.


Bubly Partners With Bublé

PepsiCo’s bubly will air an ad starring Michael Bublé, because bubly = bublé. Sort of.

In the press release, Bublé says “I might be Canadian, but I’m a big fan of American football… I had a blast doing my very first Super Bowl commercial with bublé – I mean bubly. Because of our similar names, the brand and I share a special bond. I love how the cans are bold, bright, and full of personality. They’re perfect for any Super Bowl viewing partés you might be having.”


Audi Wants To Push Their All-Electric Cars

The German automobile company is spending big money to show Super Bowl fans their full electric line of cars. Last year, Audi came out with the eTron followed by the eTron GT. The company wants to continue promoting the car and they felt the Super Bowl a great platform for it.

Loren Angelo, vice president of marketing of Audi of America, told CarBuzz “We’re returning to the biggest advertising stage to let America know that electric has gone Audi.” Audi will debut a 60-second spot during the second quarter and but haven’t disclosed how much they spent.


M&M’s Comes Back After Last Year’s Success

Mars, Inc. announced they will air a 30-second M&M’s spot on game day during the first commercial break. Last year’s spot featuring Danny DeVito was voted #6 in USA Today‘s Ad Meter top 10 list.

“We’re excited to bring M&M’S back to such an iconic stage as the Super Bowl,” said Allison Miazga-Bedrick, brand director of M&M’S, in a press release. “You’ll see the return of fan-favorite spokescandies, along with big news from the brand that we know fans will love.”  This is the fifth commercial M&M’s has done for the Super Bowl.


Colgate’s Commercial With Comedian Luke Wilson

It’s the third year Colgate decides to run an ad during the big game. They made their Super Bowl debut in 2016 with a 30-second ad about saving water—with no mention of their products. This year, the 30-second spot features Luke Wilson as a ‘close-talker’ to demonstrate how good Colgate Total works. The campaign tagline is ‘Do More For Your Mouth,’ and the commercial is set to air during the third quarter’s second commercial break.


Kia Returns For Its 10th Consecutive Year

Kia comes back to Super Bowl LIII after a decade of advertising during the event. AdWeek confirmed the news back in December. In 2018, their ‘Feel Something Again’ spot with singer Steven Tyler made headlines because of its nostalgic concept. Tyler races a Kia Stinger backward and he’s transformed into his younger self through CGI special effects.

Kia hasn’t released any other details for their commercial this year.


Hyundai Is Back To Play Hard 

The Super Bowl ad veteran is going to air a 30-second spot during the pregame show and a 60-second commercial during the game’s first quarter. The auto company has placed spots in 11 of the past 12 Super Bowls. Hyundai has been extremely successful during the Super Bowl, research shows they’ve aired top-10 ads in each of the past seven games.


Kraft’s DEVOUR Will Debut Its Super Bowl Ad

The frozen food brand will make it’s first Super Bowl ad appearance. The 30-second spot will appear during the third quarter and the campaign focuses on DEVOUR’s history of making decadent frozen meals. The brand keeps growing and its the first from Kraft Heinz Springboard platform to get a commercial for the Super Bowl. No word on what campaign will feature, but the company mentioned it would be “edgy.”


Mercedes-Benz Is The Name Of The Game

Mercedes-Benz will be back this year after an on-again-off-again relationship with the Super Bowl. They also own the rights to Mercedes-Benz Stadium in Atlanta, where the game will be played this year.


Avocados From Mexico Sees Major Benefits With Super Bowl Ads

According to Avocados From Mexico, they plan to place a 30-second commercial during the second quarter for its ‘Always worth it’ campaign.

“Before we were advertisers in the Super Bowl we had an issue because after the date, usually, the sales went down pretty fast,” said Alvaro Luque, president of Avocados from Mexico to AdAge. “Now it’s been a very, very good month for us in sales.”


Persil’s ‘The Professional’ Returns To The Super Bowl

Adweek reports Persil ProClean is making its Super Bowl comeback for the fourth year in a row.  Last year’s “Game-Time Stain-Time” spot features the recurring pitchman who loudly points out a viewer’s guacamole stain. It was directed by the comedic duo Tim Heidecker and Eric Wareheim. The detergent brand didn’t reveal any details about the new spot, when it will air during the game or how long it will be.


Skittles Is Producing The First-Ever Broadway Show

The Mars-owned candy brand announced it will air a live Broadway musical instead of a traditional commercial during the big game. The show simply titled, “Skittles Commercial: The Broadway Musical” is written by playwright Will Eno. The show will feature a 17-member cast ensemble and a celebrity—not yet mentioned—performing live in front of The Town Hall in New York City at 1 p.m. EST.


Turkish Airlines Continues Its Super Bowl Presence

Turkish Airlines returns with its third Super Bowl ad. The 30-second commercial will air in the first quarter; no other details have been released. Last year, they aired a commercial ‘Five Senses with Dr. Oz,’ and in 2017 actor Morgan Freeman performed in the Turkish Airlines spot inviting with travelers to ‘bridge worlds’ with his one-of-kind voice.


Olay To Debut Its First In-Game Super Bowl Ad

The Skincare brand will run its inaugural game day commercial during the first half of the game. As part of its new campaign, Olay will give away two tickets to the Super Bowl to promote its Skin Advisor platform. Consumers can only enter by filling out the Skin Advisor survey online. There are not many details on the new ad, but Olay says its “unexpected and humorous.”


Planters Makes A Comeback With Mr. Peanut

Kraft Heinz-owned Planters will air a 30-second ad slated to air during the game’s second quarter. It’s Planters come back Super Bowl ad after being absent for over a decade.  It will feature the iconic mascot Mr. Peanut and a celebrity guest. Officials told Variety Mr. Peanut would ride on a “nut-mobile,” and the tagline is, “Always there for you at crunch time.” The company says they will slowly reveal more commercial details as the game approaches.


Doritos Teaser Features Chance The Rapper And Backstreet Boys

Doritos revealed through Twitter saying, “Our prediction for the big game? There’s a chance things are going to get hot. Stay tuned 02.03.19. #NowItsHot” with a picture of Chance the Rapper holding a bag of Flamin’ Hot Nacho Doritos. We now know the ad will be about Doritos’ new Flamin’ Hot Nacho flavor and will feature not only Chance but also Backstreet Boys. The 15-second teaser doesn’t off much more outside of quite of bit of denim, and some humor.

According to the press release: “The Super Bowl ad scene is turning hot thanks to Doritos, one of the flagship brands from PepsiCo’s Frito-Lay division. Back in the game once again with a :30 TVC, Doritos is dropping a never-before-seen collaboration between hip-hop star Chance the Rapper and pop icons the Backstreet Boys.”


Hotels.com Is Offering a Free Room For Baby Makers

The hotel company took the “Super Bowl babies” concept—that the birth rate in winning cities goes up nine months after the game—for a few of its former Super Bowl spots. However, this year they’re offering free hotel rooms to 53 fans of the winning team to continue the tradition. Fans can visit www.BigGameBabies.com and enter for the chance to win a $250 gift certificate. They’ve also partnered with Spotify to create a playlist called Big Game Babymaking.


WeatherTech Brings Back ‘Made In America” Message

WeatherTech, a car mat and accessory manufacturer, will run a 45-second ad during the game. This makes it the sixth time they’ve appeared during the Super Bowl. The company is known for their patriotic theme and last year some viewers saw the ad as a political message.  The spot shows American workers building the new WeatherTech factory.  It ends with “At WeatherTech, we built our new factory here in America. Isn’t that the way it’s supposed to be?”


Expensify Debuts Its First-Ever TV Ad During Super Bowl

The expense management platform announced its airing its first TV commercial during the big game. Expensify released a statement saying the 30-second spot will feature “two notable talent putting an entertaining and elaborate twist” on the boring task of filing expense reports. The upcoming Super Bowl ad is part of Expensify’s multi-channel marketing campaign ‘You Weren’t Born To Do Expenses.’ The press release added the campaign officially launches next week with unconventional pieces of content and assets.

Sotheby’s Realty Hires Chief Marketer; MillerCoors’ New CMO

This week’s executive shifts include Sotheby’s International Realty appointing their first CMO, Serta Simmons Bedding hiring a chief marketer, Virgin Experience Days appointing a chief marketing officer, Vegolutionary Foods hiring a CMO from Ogilvy, MOD Pizza finding a chief marketing officer and Ericsson losing a chief marketing officer.

Check out our careers section for executive job openings and to post your own staffing needs.


Sotheby’s International Realty Announces CMO

Sotheby’s International Realty has appointed veteran marketer Johnson Goh as the company’s first chief marketing officer.

Goh said of the appointment, “…we hope to build on the digital capabilities of the company, to better understand the changing needs of today’s consumers when it comes to buying a house. We will continue to develop an integrated real estate marketing ecosystem to facilitate the buying and selling process and, at the same time, offer a personal touch to our customers.”

Prior to joining Sotheby’s International Realty, Goh was chief operating officer of the Singapore Real Estate Exchange.


MillerCoors Hires First Female CMO

After the departure of chief marketing officer David Kroll in June 2018, MillerCoors has hired the company’s first female chief marketing officer in Michelle St. Jacques.

St. Jacques comes to the brewing company from Kraft Heinz, where she had the role of global head of brands and capabilities. At Kraft Heinz, St. Jacques famously helped bring to life the ‘Pass The Heinz’ advertisement created by Don Draper and rejected by a fictional Heinz in the show Mad Men.

MillerCoors released a statement saying St. Jacques “[will] inherit a portfolio of brands from the nation’s second-largest brewer that are embarking on an aggressive marketing campaign in 2019 amid massive changes in media consumption patterns. MillerCoors is ramping up its marketing investment this year with a growing focus on digital and non-traditional media as it seeks to reach a group of consumers no longer tethered to their living room TVs. It is upping its advertising investment on streaming platforms, digital and social media, long-form content and experiences to broaden its reach.”


Serta Simmons Bedding Adds Chief Marketer

Serta Simmons Bedding has appointed Melanie Huet as the company’s chief marketing officer. Huet joins the company from Kraft Heinz where she was vice president of marketing. Before that, Huet held marketing roles at both Unilever and Kimberly-Clark.

SSB CEO Michael Traub said, “With the growth of the DTC segment and increasing competitiveness in traditional retail, the need to differentiate and build brand awareness across our house of brands has never been greater. I am excited to have Melanie join SSB and lead this effort. She will strengthen all our great brands and evaluate new opportunities to reach customers more directly.”


Virgin Experience Days Picks CMO

Virgin Experience Days has picked ex-Ticketmaster marketer Dan Pearce as the company’s chief marketing officer, according to The Drum. Pearce completed his tenure at Ticketmaster as SVP of marketing and had been with the company since 2012. Pearce had also held high-level marketing positions at West End Theatre Bookings.

He said of the appointment, “The Virgin Experience Days team has delivered some of the strongest digital campaigns in the experience gift sector and I’m excited to be joining at this stage in the company’s incredible growth story. The generational shift to valuing experiences over material possessions will continue and the business has strong growth and transformational plans in place. I’m excited to be working with the brand and bringing the Virgin values to life in the experience category.”


Garage Brewing Co. Appoints VP

Garage Brewing, a Temecula based brewery, appointed Allan O’Neil as the company’s marketing VP. He most recently served as the general manager of Bonanza Beverage Company. According to his Linkedin, O’Neil was the vice president, Western Region at Heineken from 2005 to 2012.


Ogilvy’s Executive Partner Decamps To Food Startup

Stuart Smith, an executive partner and global CEO at Ogilvy, is leaving the agency for Vegolutionary Foods, best known as the parent company of CAULIPOWER.

Smith had been with Ogilvy for the past seven years and still serves on the board of both USC’s Annenberg School of Communications and the New York Stem Cell Foundation Research Institute. Smith was also CEO for Edelman UK from 1999 to 2007 and served as a jury president at Cannes Lions in 2018.


MOD Pizza Picks Chief Marketer

MOD Pizza has chosen Mark Shambura as the company’s new chief marketing officer. Shambura joins the pizza chain after five dynamic years at Chipotle. Shambura was apart of a Chipotle marketing team that weathered quite a few crises over the last few years.

Prior to Chipotle, Shambura worked at home furnishings company One Kings Lane and was a marketing executive at CAA.


Ericsson CMO To Depart

Helena Norrman, currently the chief marketing and communications officer at Ericsson, will depart the company no later than June 30, according to a press release from the Swedish telecom giant. Normann joined the company in 2006 and was appointed to the executive team in 2010,

Börje Ekholm, president and CEO at Ericsson, said in the press release, “Helena has been instrumental in reshaping and modernizing Ericsson’s global marketing and communications strategy and function. With a deep understanding of the company’s priorities, she has helped Ericsson navigate through periods of both massive change and considerable challenges. Helena has been a valued member of the Executive Team and I wish her all the best in her future ventures.”


Nonesuch Records Promotes Marketer

Nonesuch Records has elevated the title of Dan Cohen to senior vice president of marketing, according to Variety. Cohen takes the place of Peter Clancy, the longtime head marketer at Nonesuch.

Cohen started marketing at Astral Werks in the ’90s and worked his way through marketing positions at Capitol Records and Republic Records.


Harvest Health & Recreation Appoints CMO

Kevin George has been appointed chief marketing officer of cannabis company Harvest Health & Recreation Inc. According to their website, Harvest Health “holds medical cannabis licenses in nine states and participate in a variety of ways for each facility, from full ownership and operation to design-build expertise and operational consultation.”

George comes to the company with quite a bit of experience working for Fortune 500 companies. Before his new position, he was the president at Mosaic and currently serves as a board member for New Belgium Brewing and BrightLine. George was the global chief marketing officer at Beam Suntory from 2009 to 2016, and before that, he was VP and general manager at Unilever.


PayPal Hires Former Apple Marketer As CMO

Allison Johnson has been named chief marketing officer at PayPal. Johnson’s last eight years have been spent as a strategic advisor and as the founder and managing partner until March 2018.

Before that, Johnson led worldwide marketing communications at HP and then Apple.


Sallie Mae Picks Up CMO From JP Morgan Chase

Donna Vieira has been named Sallie Mae’s chief marketing officer. Vieira comes to the company after seven years at JP Morgan Chase, culminating in chief marketing officer role for the company’s consumer banking division.

Before that, Vieira held marketing roles at Merill Lynch, American Express and Dow Jones.


Torchy’s Tacos Hires New Marketing Exec

Torchy’s Tacos, a taco chain born out of Austin, TX, has hired Scott Hudler to be the company’s chief marketing officer. Hudler comes to Torchy’s after just over a year at Dick’s Sporting Goods, where he was SVP and chief marketing officer. The company has chains in Texas, Oklahoma and Colorado, and brings Hudler on with expansion in mind.

Hudler previously ascended the marketing ranks at Dunkin’ Brands, leaving the company in 2017 after 10 years and culminating in a SVP and chief digital officer title.


Editor’s Note: Our weekly careers post is updated daily. This installment is updated until Friday, January 11. Have a new hire tip? We’re looking for senior executive role changes in marketing and media. Let us know at editorial@alistdaily.com.


Job Vacancies 

Executive Director, Chief Marketing Officer Lenovo Chicago, IL
Global Head (CMO) of Print Marketing HP Palo Alto, CA
Vice President, Marketing Strategy and Project Management Paramount Pictures Hollywood, CA
Vice President, Consumer Marketing, Origins North America Estée Lauder Virtual, USA
Head of Marketing Uber London, UK
VP Marketing Analytics DISNEY New York, NY

Make sure to check back for updates on our Careers page.

Snapchat’s ‘Stay Tuned’ Gets 25M Views; Protected Tweets Were Public

This week in social media news, Snapchat’s Stay Tuned show gets 25 to 35 million views, Twitter’s private tweets were public, Pinterest interviews bankers for its IPO, Facebook claims the 10-year challenge isn’t to collect data, new data shows Instagram is still plagued by fake followers and Snapchat loses their CFO.

Snapchat’s Show ‘Stay Tuned’ Gets NBC A New Audience

Snapchat’s original news show Stay Tuned averaged between 25 million and 35 million viewers per month last year.

Why it matters: NBC News gained a new audience from Snapchat and they want to attract them to other platforms.

Details: In 2017, NBCUniversal invested $500 million in Snap during the company’s IPO and have since made original content for the platform. According to Digiday, Comscore’s data found around two-thirds of Stay Tuned’s audience is only found on Snapchat and only a third of those viewers also “watch, read or listen to NBC News content on other platforms including Apple News or Google AMP.”

Twitter’s Private Tweets Could’ve Been Exposed

Twitter announced private tweets by Android users became public because of a bug.

Why it matters: It’s another statement revealing how social media platforms aren’t completely secure in regards to privacy.

Details: The company said users that had protected tweets turned on in their settings and changed the email address associated with their account between November 2014 and January 2019 were vulnerable to the privacy issue. Twitter apologized for the defect and suggested users check their privacy settings. They also informed people affected by the issue.

Pinterest Interviews Bankers In Preparation To Go Public

Pinterest interviewed a few bankers last week to find one that will underwrite its IPO.

Why it matters: Some believe that Goldman Sachs is the leading choice to underwrite Pinterest’s IPO. The social media site was last valued at $12 billion in 2017.

Details: According to Recodesome people close to the company” say Pinterest is interviewing bankers. If Pinterest selects one in January, it could go public during the second quarter.

Facebook Says 10-Year Challenge Isn’t To Mine For Data

Many social media users have jumped on the 10-year challenge, however, some question its innocence and if its real intention was to harvest user data for facial recognition.

Why it matters: Users want privacy and the idea that the meme is to train Facebook’s algorithms isn’t helping to change its image from its former data mining scandals.

Details: Some critics suggested the 10-year challenge might have been created by Facebook so it can generate photographs to train an AI that would be able to calculate people’s age. WIRED editor Nicolas Thompson tweeted his speculation on the meme. Facebook said they have nothing to do with the challenge and the user-generated meme is just for “fun.”

Instagram’s Fake Influencers Still Have Followers Despite Crackdown

A report found Instagram accounts with mostly fake followers are still going strong and the numbers haven’t really changed even after the site’s war against these inauthentic followers.

Why it matters: This new information shows filtering fake followers and regulating it could be much harder than expected.

Details: Points North Group, a social measurement company, gathered data on 500 influencers who “showed signs of having inauthentic followers and engagement,” and they discovered nothing has really changed and their numbers remain the same. Instagram responded by saying the data isn’t indicative of their progress.

Snapchat’s CFO Resigns

Snapchat lost their chief financial officer after less than a year on the job.

Why it matters: Tim Stone isn’t the only resignation Snapchat has experienced in the last year and their stock took a hit following the departure news—down more than 8 percent in after-hours trading.

Details: On February 5, Snapchat is expected to announce fourth quarter results and they expect revenue to be between $355 million and $380. Things weren’t going too well under Stone. During his time at the company, Snapchat’s stock price has dropped more than 35 percent. However, the filing confirmed Stone’s resignation wasn’t due to any sort of accounting or financial disagreement with the company.

Android Users Can Switch Timelines

On Tuesday, Twitter announced to Android users—via a tweet—that they can now switch between latest and top tweets.

Why it matters: In October, Twitter disclosed the site creates “filter bubbles” and recognized that they needed to offer an option to avoid them. This was formerly a feature on Twitter before it was taken away. Twitter rolled out the “best tweets” option back in 2016…  nine months before the election.

Details: Android users now have the choice of seeing tweets picked by an algorithm or chronological ones from the accounts they’re following. In order to switch Android users can tap sparkle icon to shift between the latest and top tweets.

Facebook Extends Its Ad Rules To Other Countries

Facebook will broaden its political advertising rules to Nigeria, India, Ukraine and European Union before their elections begin in 2019.

Why it matters: Facebook wants to control election interference to avoid another election scandal.

Details: In Nigeria and Ukraine only advertisers located in the country will be able to run electoral ads. In India, Facebook will place electoral ads in a searchable online library starting in February. It will contain contact information for some ad buyers or their official regulatory certificates. The European Union will get a similar system as the other countries.

Pinterest Wins With Boards And Luxury

Pinterest is finding value in not just being a board for images, but it’s finding success as a luxury ecommerce site according to Seeking Alpha.

Why it matters: The company is expected to go public this year and the growth of Pinterest selling luxury goods could make it more attractive to premium advertisers.

Details: A survey by SharePost found the percentage of respondents who sold products valued greater than $10,000 jumped to 58 percent in 2018, up from 37 percent in 2017. The company doesn’t get money from transactions but should help attract luxury advertisers.

Facebook Launches Its First U.S. Podcast

Facebook announced its new podcast Three and a Half Degrees, focusing on entrepreneurship and diving deep with business leaders to “share values, visions, experiences and ideas.”

Why it matters: This is probably another way Facebook is trying to “give back” after a flurry of bad press and consumer backlash.

Details: The podcast is hosted by David Fischer, Facebook’s VP of marketing and partnerships. The first episode “The Power of Social Good” features Bradford and Bryan Manning from Two Blind Brothers and Blake Mycoskie from TOMS.

Facebook Is Investing $300 Million In Local News

Facebook announced it’s investing $300 million over the next three years. It’s their response to the demand for more local news and supporting local newsrooms.

Why it matters: News is always shared on Facebook and some of it has been inaccurate or fake. This move shows Facebook’s support for legitimate news organizations—an industry that has been struggling.

Details: Facebook will invest $300 million over the next three years to news programs, partnerships and content. One of their plans is to give the Pulitzer Center $5 million to launch ‘Bringing Home Stories,’ for local newsrooms with reporting grants to better cover local issues.

Pinterest Creates Various Travel Personas To Help Brands

The pinning social platform is focusing on its most popular category travel by creating terms for different types of travelers.

Why it matters: The specific personas will help brands market to their audience better by understanding more of what they want.

Details: Pinterest commissioned a study by comScore to find these personas. About 2,000 respondents—between the ages of 18 and 64—participated in the online survey. From the data, Pinterest created five personas: Group Vacationer, Culture Chaser, Spa Sojourner, Adventure Lover and Eating Explorer.

Survey Finds Most Americans Don’t Trust Social Media Sites

Taptalk, a mobile platform to easily access forums, released a survey showing Americans are having a hard time trusting information on social media sites.

Why it matters: This isn’t necessarily surprising, but will distrust in these social media platforms begin to hurt user retention?

Details: Taptalk’s social consumer survey polled over 1000 Americans to analyze how people use mainstream social media sites and also decentralized forums. Around 74 percent of respondents agree or strongly agree that social media’s integrity has declined. About 80 percent of respondents said that “they would trust responses on a specialized forum more than those on Facebook.”

Facebook Will Combine Its Events Feature With Stories

Facebook announced is taking its next step with Stories with its most popular feature, Events.

Why it matters: For Facebook users, Events is still the go-to for creating a birthday party invite or details for a concert or backyard BBQ. While Facebook Stories hasn’t quite caught on—at least in comparison to Instagram’s version—combining it with Events could help boost use of the feature.

Details: Users will be able to share event details with their friends through Stories. Your friends can toggle themselves as “interested” or “going” and there will be a link to the event page built in. Users can also start a group chat on Messenger with those who responded. The new feature will be available to both Andriod and iOS users.


Editor’s Note: Our weekly social media news post is updated daily. This installment will be updated until Friday, January 18. Have a news tip? We’re looking for changes to and news surrounding social media platforms as they relate to marketing. Let us know at editorial@alistdaily.com.

Burger King Trolls McDonald’s (Again); Pokes Fun At Trump Tweet

The Burger King vs. McDonald’s battle is far from over. Burger King is continuing its campaign against the Golden Arches—this time by playfully using McDonald’s marketing against itself to promote a new product.

Seizing an opportunity, Burger King is inviting those who have unused “MacCoins” to Burger King locations in Chicago, Illinois to exchange them for Big King XL sandwiches.

In 2018, to commemorate the 50th anniversary of the Big Mac, McDonald’s gave away MacCoins that could be used to purchase the sandwich. However, those coins expired as of December 31st, rendering any unused MacCoins useless.

While the burger chains have had a long history of competition, this year Burger King has ramped up its game. In late 2018, Burger King used geofencing to incentivize downloads of their app by offering Whopper sandwiches for a penny if users of the app were near a McDonald’s location.

Burger King has also gotten increasingly brazen on their social channels, joining in on the much-memed fast food dinner held by President Trump.

In response to a misspelling from the President’s Twitter account, Burger King responded by saying “due to a large order yesterday, we’re all out of hamberders. just serving hamburgers today.” This was referencing a quickly-deleted tweet by the president earlier that day misspelling “hamburgers.”

The tweet has already been shared over 80,000 times and has already earned $482,020 in earned media value at the time of publishing according to Soulmates.ai.

It appears that Burger King has quietly evolved a new brand identity—one that is irreverent and unafraid to poke at safe targets when the opportunity arises.

Gillette Generates 1.5M Mentions From New Campaign

This post was updated with social media statistics on January 16.  

Gillette is taking on several important and difficult topics associated with “toxic masculinity.” The Procter & Gamble-owned razor brand revisited its 30-year-old tagline “The Best A Man Can Get” and modernizes the concept with a bit of purpose-driven marketing.

The company announced its new marketing campaign by launching an almost two-minute ad titled “We Believe” on YouTube. It features a compilation of men facing current issues, like the #metoo movement, along with traditional societal pressures of what it is to be a man.

“Gillette believes in the best in men,” said Gary Coombe, president of P&G global grooming in a press release. “By holding each other accountable, eliminating excuses for bad behavior and supporting a new generation working toward their personal ‘best,’ we can help create positive change that will matter for years to come.”

The spot shows men of different ages and ethnicities looking into a mirror as the sounds of various TV news reporters say “Bullying,” “The Me Too movement against sexual harassment,” “masculinity,” while the narrator poses the question “Is that the best a man can get?”

The commercial ends with a call to action, “It’s only by challenging ourselves to do more that we can get closer to our best. We are taking action at thebestmencanbe.org,” to encourage viewers to click on their mission website.

Gillette is donating $1 million per year for the next three years to non-profit organizations creating U.S. programs to help men of all ages achieve their “best.” They want to promote and encourage respect between all walks of life, accountability for inappropriate behavior and groom role models for young boys to look up to. Their first partnership is the Boys and Girls Club of America.

“In our last decade of work on the theory of masculinity in modern America, we’ve sought to understand both the internal and external forces that shape men’s attitudes, beliefs and actions,” said Drs. William Seymour, Ramel Smith, and Hector Torres of the Building a Better Man Project in the release. “We’re honored to partner with Gillette as they seek to champion causes that can make a positive impact on men and boys.”

According to analytics company Talkwalker, as of 8:30 a.m. on January 16:

  • Gillette has 1.5 million social media mentions since 1/14 compared to less than 10,000 for the same period last week
  • 1.1 million of these mentions happened in the last 24 hours
  • The hashtag #TheBestMenCanBe was used 187,400 times over that same period
  • On Twitter, the brand’s original tweet has been shared over 167,000 times
  • The video within the post has been viewed 19.7 million times
  • Gillette’s YouTube video of the ad has been viewed 1.3 million times with 104,000 interactions

 

 

Gartner’s ‘Predicts 2019’; Anticipates Major Changes By 2022

In a world that’s changing quickly due to shifts in technology and consumer behavior, it can be overwhelming for marketers to keep up. Gartner’s new report titled, ‘Predicts 2019: Marketing Seeks a New Equilibrium’ tries to understand and anticipate future trends affecting chief marketing officers and marketing teams.

The firm’s analysts predict six major changes in the next three to four years. By 2022, CMOs will reduce their investment in CX by at least 25 percent and re-route that money towards profitability.

Content creators, like influencers, will gain even more power. It is believed they’ll produce over 30 percent of their digital content with the help of AI content-generation tools.

In 2022, Gartner says, brands that incorporate user-level control of marketing data will reduce customer turnover by 40 percent. The emergence of CDPs is an example of that; the system enables better use of first-party data to drive content and individual-level ad targeting. Additionally, this will increase the brand’s lifetime value by 25 percent in 2023.

“These are exciting, but uncertain times for CMOs and marketing leaders. From the promise of data and analytics to the lure of CX and everything in between, marketers have vast opportunities to set themselves apart from the competition, but equal challenges to overcome in order to do so,” said Charles Golvin, senior director and analyst at Gartner in a press release. “Finding the right balance to successfully leverage marketing technology and emerging trends will be critical to marketing’s success over the course of the next couple of years.”

By 2023, the prediction isn’t promising for anyone in a marketing analytics team. The analysts believe around 60 percent of CMOs will cut the size of the department in half because of “failure to realize promised improvements.” That year there will be a 25 percent increase in response rates because of autonomous marketing systems. It’s predicted those systems will deliver 55 percent of multichannel marketing messages “based on marketer criteria and real-time consumer behavior.” Consumers already have short attention spans and in four years it’s expected they will watch 20 percent fewer minutes of video ads per day. To curb the loss, brands will have to create short-form video ads.

Gartner’s prophecies come from four key “forces”:

  • Behavioral Change Gartner found 44 percent of consumers would be more inclined to use a virtual personal assistant app if they knew their private information remained in the device.
  • Regulatory Pressures Regulations like GDPR are changing how companies can use customer data.
  • Organizational Shifts Internally, marketing leaders are hiring more data experts and investing more in CX, making expectations higher in these areas.
  • Disruptive Automation Brands want to be efficient and as marketers implement automation in new areas, the innovation will have a “disruptive impact” in the industry.

Inside Kabam’s In-House Rebrand

After 12 years, three offices, dozens of games and $300 million in yearly revenue, game developer Kabam has decided to rebrand. Out goes the “bomb” image and in comes a bold, ombré orange ‘K’ and a new typeface. The project was incredibly intensive for the company.

For the last two years, Kabam’s team been listening to their users to incorporate them into the rebranding process. They didn’t want their players just to love the games but also the changes surrounding the entire brand.

It took a year for Kabam to complete the rebrand and according to the company, it’s more than just an updated label—it’s a visual example of how far they’ve come. It’s blood, sweat and tears.

When Kabam was founded over ten years ago, the Motorola RAZR was alive and well, and the thought of playing a video game with other people on your phone was fiction. Kabam was originally conceived by Kevin Chou, Michael Li and Holly Liu under the name Watercooler, to connect sport and entertainment fans on various social media platforms. In 2009, they launched the game Kingdoms of Camelot on Facebook and transformed into a gaming company.

In 2016, the company was acquired by NetMarble, a South Korean game publishing company. It was a rough transition for Kabam, but the challenges made them who they are today. The new logo is a representation of Kabam’s resurgence.

“We wanted a brand, a logo that would capture that multiplicity of emotions and experiences, as opposed to the static logo that is more in line with the old days of the web,” said Tim Fields, CEO of Kabam. Fields has been making games and software professionally since 1995 and his resume includes Microsoft and Capcom.

“It really took us about a year after that acquisition to get back on our feet and figure out who’s who and [what] the world will look like. That kind of thing is transformative to a company,” Fields added.

The rebranding isn’t just representative of Kabam’s technological advances, business changes, but also indicative of the sense of community at the company.

Instead of contracting out the job, the gaming company put together an in-house team that consisted of multiple disciplines to work on the brand project. They wanted to guarantee representation and input from intersectional views and backgrounds within the company.

At one point, Kabam finished a new logo design but came to the realization they need take a step back, and eventually concluded they need scrap it. The team engaged in healthy debates and worked on communicating with each other to make sure they were on the same page. It was vital everyone was happy with the project.

“I don’t know exactly what the final cost was, but I will tell you that it is insignificant to me compared to what we accomplished which is to make sure that everybody here at the company really loves the way they’re represented now,” said Fields. “I wish you could see everybody here in Vancouver wearing their new shirts.”

The rebranding process took an enormous amount of internal resources. Kabam did commission a video announcing the new logo from an outside vendor. The 1:10-second video appeals to consumers’ emotions while playing games and kicks off with blue butterflies forming the new logo with the words “Embrace zen-like calm,” alongside meditative music. The colors gradually change as the video progresses and it finishes by declaring “Unleash your emotions, experience Kabam.”

“We wanted to celebrate all the different emotions that players experience, while they are playing our games. And we also decided to encourage some of those emotions a little bit more. It’s really representative more of our personality: we are passionate, we are fighting and gaming and adventurous. That’s the whole basis of the rebrand,” said Callie Jenkins, Kabam’s senior director of product marketing.

Kabam’s rebranding turned out to be more than just a new logo, it was an essential process for the company itself.

“We have a very strong culture of gaming; we play our games together. Every single day. My mom would say, ‘Tim, you don’t do anything at work but play games.’ I don’t think that’s entirely true, but I do think that that’s one of the things that allows us to keep a small-company-feel that remains very important to us.”