By Sam Anderson At the tail end of July, the Farnborough International Air Show returned for its first outing since 2018. The Drum touched down with the show’s organizers and exhibitors to learn how the aviation sector and its trade shows are marketing with a new focus on sustainability. Most marketers will be familiar with a few major events such as Cannes Lions or South by Southwest. Beyond those tentpoles, there’s a whole ecosystem of trade shows every bit as massive, but known by relatively few. Air shows, for example: enormous jamborees, guzzling up millions of dollars in marketing spend (leading to billions in deals) Read full story › Source: The Drum...
Read MoreBy Webb Wright Coca-Cola’s new ‘Dreamworld’ products are being aimed directly at Gen Z. Coca-Cola has unveiled Dreamworld, a new soda that’s being marketed towards Gen Z and which allegedly contains the flavor of dreams. The launch will be this year’s fourth and final the brand’s global innovation arm dubbed Coca-Cola Creations. Coke’s description of its new flavor makes it sound like they’re trying to capture the essence of a Dali painting mixed with the experience of a month-long meditation retreat. Dreamland “bottles up the technicolor tastes and surrealism of the subconscious,” the brand says in a press release, and “adds playfully vibrant flavor notes Read full story › Source: The Drum...
Read MoreBy Dani Gibson Ahead of The Drum Awards for Agency Business later this year, we caught up with VMLY&R – Network Agency of the Year 2021 (+1000 employees) to find out if it’s been building upon its winning formula. VMLY&R has had a few strong formative years. Formed in 2018 when VML joined forces with Y&R, it would go on to win the Agency Business Awards, and be a cornerstone of parent company WPP’s seizure of the Coca-Cola account. It now boasts clients including T-Mobile, Intel, Wendy’s, Greenpeace, Starbucks, Colgate and Ford. 2021 into 2022 proved to be a Read full story › Source: The Drum...
Read MoreBy Amy Houston Today (August 10) marks the 90th birthday of the Danish toy brand Lego. While the Danish giant celebrates its big moments, The Drum looks back at the best ads produced by the beloved brand. Established in 1932, carpenter Ole Kirk Kristiansen began making high-quality wooden toys for children. Named after the Danish phrase ‘leg godt,’ which means ‘play well,’ the entrepreneur’s intent was to create items that were fun but also educational. Fast forward nine decades and the Lego brand is one of the most recognizable children’s toy companies in the world, and a media company in its own right. The Drum Read full story › Source: The Drum...
Read MoreBy Taruka Srivastava Heineken SmartDispense has unveiled the Green Pub Guide featuring pubs around Britain that are striving to reduce their carbon footprint and minimize waste to inspire more pubs to take sustainable action. The Guide, which is part of Heineken’s ambitious commitments aimed at driving a positive impact on the environment, features 55 British pubs, bars and restaurants that have taken substantial steps to reduce their environmental impact. One of them is owned by Candice Brown, who is a campaign partner and Great British Bake Off winner. The publication further aims to encourage other pubs nationwide to take inspiration and look at ways Read full story › Source: The Drum...
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