Marketing, E-commerce and Digital Design, Product Management, Brand Development, Design, Advertising and Consultancy

Posts made in April, 2019

4/20 vision: meet the marketers leaving the mainstream to blaze the cannabis trail

on Apr 19, 2019

By Katie Deighton The gradual process of decriminalization of cannabis and cannabidiol (CBD) products across the world has given rise to a highly regulated yet booming new industry – one that needs the creative branding skills of marketers more than most. This 4/20, The Drum speaks to three industry execs forging new ground as CMOs, media moguls and designers in this blazed new world. Loading… Marji Chimes is the chief marketing officer of Coda Signature, a manufacturer of premium cannabis-infused edibles, topicals and concentrates distributed in Colorado (it plans to launch a California operation in June). Read full story › Source: The Drum...

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Sherwin-Williams translates brainwaves into new paint colors

on Apr 19, 2019

By Kyle O'Brien Sherwin-Williams is a paint company that prides itself on having one of the widest selections of colors on the planet, but a new experiment shows that they could expand that color selection through the power of thought. A new campaign by Wunderman Minneapolis for Sherwin-Williams Coil Coatings, titled ‘Thinking in Color,” is the first user-generated content color spectrum ever created. It’s an immersive experience that aims to inspire creativity by actually visualizing the colors a person’s mind creates, according to the company. Sherwin-Williams says it is obsessed with color and innovation. ‘Thinking in Color’ is the first-ever opportunity to actually experience Read full story › Source: The Drum...

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Brazilian bike company uses truck driver strike to show cost savings of bicycle transportation

on Apr 19, 2019

By Kyle O'Brien Anyone who has lived through a gasoline crisis knows how taxing it can be on pocketbooks and nerves. In Brazil, a spike in the price of diesel fuel caused a national truck strike in protest, which bled over into consumer territory due to distribution issues, causing painful lines and rising costs. Brazilian cycling company Caloi offered the bicycle as a unique, low-carbon mobility solution, and it put the cost savings of bike transportation out for all to see — right in front of gas stations. ‘Liters,’ an ad campaign created by Tribal Worldwide‘s São Paulo office, found a way to Read full story › Source: The Drum...

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The Drum Recommends: Commended - Mechanised: eCommerce Website for Award Winning Independent Retailer

on Apr 19, 2019

By The Drum Recommends The Drum Recommends: Commended is highlighting Mechanised agency who helped develop an eCommerce Website for an Award Winning Independent Retailer. In this series, we explore the finest work created by The Drum Recommended agencies. We will highlight top case studies to guide and inspire you in your journey to select a new agency relationship. Last year the Recommended Agency Register (RAR) was rebranded as The Drum Recommends to bring it in line with owner The Drum. It remains committed to partnering brands with the correct agency using data and unique industry expertise. Magpies Nest is an award-winning Read full story › Source: The Drum...

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What we can learn from Burger King’s chopsticks blunder

on Apr 19, 2019

By Emily Porter Salmon The fat hit the fryer with Burger King this week, when it launched an Instagram campaign for its new ‘Vietnamese-style’ Burger in New Zealand. The campaign, which featured white actors attempting to eat a burger while using chopsticks incorrectly, was quickly removed by the fast food giant, after social media users from a diverse range of East Asian backgrounds pointed out that it was racist and offensive. It’s not the first time we’ve seen huge brands use chopsticks as a semiotic signifier for ‘East-Asianness’. Last November, Dolce and Gabanna released a series of ads depicting an Asian model in a Read full story › Source: The Drum...

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