In this week’s trend roundup from Ayzenberg’s Ashley Otah: an example of a brand leveraging a cultural moment and a beauty industry giant turning to “older” influencers for its latest campaign.
Mountain Dew has produced a hot sauce. The catch is you can’t buy it. Instead, those looking for a taste of the Baja Blast Hot Sauce must enter to win one of the 750 limited edition bottles available. The contest draws from “drop culture,” as only a select few will get a chance to claim the ultimate prize. Having established fans and newcomers alike hop on something they already enjoy increases brand awareness and affinity.
FanDuel is taking football fans on a ride for their latest campaign following former Tampa Bay Buccaneers tight end Rob Gronkowski while he prepares for the Super Bowl, where the retired football star will feature in a live ad in which he’ll attempt a field goal. The month-long campaign differs from one-off spots that can be lost in a sea of ads by becoming a part of a cultural moment.
For L’Oréal’s latest campaign, the cosmetics company turned to influencers over the age of 40, highlighting the need for representation of all kinds, including age. Although social media is bombarded with ads targeting younger demographics, one cannot forget the purchasing power of a more mature clientele. Aside from that, the inclusion of all backgrounds has an impact beyond monetary gain.