By Shawn Lim Heineken has launched a public beer fridge to allow Singaporeans yearning for a cold beer to drink one before driving. It is not promoting drink driving, but instead, the stunt is to promote its non-alcoholic beverage Heineken 0.0. The campaign, called ‘The Driver’s Fridge’ and created by Publicis Singapore, is designed with the same features and technology of a modern car door. The fridge can only be opened with car keys as the fridge detects the frequency sent by the car keys and automatically unlocks. This ensures that only drivers were allowed to knock back a Heineken 0.0 guilt-free. The Driver’s Fridges Read full story › Source: The Drum...
Read MoreBy Rebecca Stewart As it looks to lay claim to the UK’s 5G market, Three has invested in its biggest-ever ad campaign, which looks to cement the brand as one that celebrates “Britishness” and offers a fun antidote to the misery seemingly permeating the nation. ‘UK, U OK hun?’ is the brainchild of chief marketing officer Shadi Halliwell, the ex-Harvey Nichols marketing boss who – along with ad agency Wieden + Kennedy – wants to make the Three brand “less about utility and more about lifestyle”. The push is an evolution of Three’s ‘Phones Are Good’ proposition, which Halliwell has been leading for Read full story › Source: The Drum...
Read MoreLet’s shut up about long-term brand building vs short-term sales, says British Gas marketer Jill Dougan
By Danielle Gibson British Gas marketing director, Jill Dougan, says that marketers need to shut up about proving why long-term brand building wins out over a short-term sales focus. Ahead of The Drum Marketing Awards 2020, of which she is the chair of the jury, Dougan talks to The Drum about the prevailing themes in marketing, what transformation looks like, and the conversations that marketers should be having to excite and motivate about the power of brands. What are the prevailing themes in marketing? For me, there are three big issues. First, data and trust. Consumers still don’t trust how large companies are using Read full story › Source: The Drum...
Read MoreBy Katie Deighton An investment in social listening, a reappraisal of the classic clog and a successful debut on TikTok – as well as an organic boost from the streetwear scene – helped Crocs’ sales lift an unprecedented 20% year-on-year. The Drum meets the marketer behind the turnaround strategy of a once-maligned brand. Terence Reilly was in China when he was hit by a flash of fried chicken inspiration. The global chief marketing officer of Crocs – and a shoe retailer through-and-through – had noticed how popular the all-American KFC brand was with Chinese consumers. He began mentally drafting a crossover collaboration, one that would somehow Read full story › Source: The Drum...
Read MoreBy The Drum Reporters Are you among the 44% of The Drum readers being kept awake at night by the need to ‘keep up to date with changing channels’? Are you most concerned about winning new business, better demonstrating the ROI of your work or getting a new job? Hundreds of fellow readers have already taken part in our reader survey to tell us about the challenges and opportunities facing their business and – importantly – how we at The Drum can help them. Now we want to hear from you. Please spare a few minutes to have your say before the survey closes Read full story › Source: The Drum...
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