By Hannah Bowler Would you try and can of ‘fruity fantasy’ flavored fizzy pop? Coca-Cola is hoping to win over K-Pop fans with a can of K-Wave and a raft of digital and physical experiences. The Coca-Cola Company has released a limited-edition drink to capitalize on the popularity of K-Pop. The beverage is the latest product to come out of Coca-Cola Creations, The Coca-Cola Company’s innovation arm that was set up to develop conceptual flavors that tap into cultural trends. Since its launch in 2022, Coca-Cola Creations has dropped the space-flavored edition Starlight, the pixels-inspired drink Coca-Cola Byte and more recently Happy Tears. The Read full story › Source: The Drum...
Read MoreBy Jess Ritter Jess Ritter of agency Mas lays out a manifesto for ‘depth marketing’: a new business philosophy with human connection at its core. Growing a business is harder than it has ever been. With nearly every industry seeing layoffs and constantly shifting priorities, it can be tough to get prospective clients, users, and consumers to take a chance on a new partnership or buy an unknown product. The solution? ‘Depth marketing’: a strategy that prioritizes going deeper with your existing community and potential customers. Think of your new business strategy as a person-to-person approach and not a business-to-business process. You’ll be amazed Read full story › Source: The Drum...
Read MoreBy Luke Hodson Growing up in the ’90s, my loyalty to Nike never wavered, says Luke Hodson of agency the Nerds Collective. But now, he’s second-guessing the future of the swoosh. I recently went to Size?, a trend-focused trainer retailer, and I couldn’t believe how little the Nike presence was on the shelves. Nearby, competitor JD was still flying the Nike flag. But that’s a retailer serving a consumer group predominantly in the later part of the trend cycle. Things could get a lot worse if other retailers follow the more fashion-forward Size? and step away from Nike’s offerings. Nike has been Read full story › Source: The Drum...
Read MoreBy Amy Houston The lifestyle brand’s latest spot is part of its ‘Built to Resist’ platform and was created by indie agency Mutant. Creativity, individuality and self-expression are words often associated with cosplay and live-action role play (LARP) communities, exactly what Eastpak wanted to bring to its latest brand film. Through the ad’s array of characters, the campaign advocates resistance to the pressure of conformity and celebrates defiance against the dull reality of the mundane. “At Eastpak, we side with those who don’t accept the status quo; at their core, they are people who inspire & embrace change, celebrate the beauty of self-expression, and are eager Read full story › Source: The Drum...
Read MoreBy Kendra Barnett A new executive order from the White House on Wednesday could have significant implications for the world of tech and advertising. US President Joe Biden issued an executive order today that could bar data brokers and other entities from selling US consumers’ data to organizations in six “countries of concern,” including China, Russia, North Korea, Iran, Venezuela and Cuba. The administration hopes to strengthen national security by restricting large-scale transfers of personal data and limiting foreign entities’ ability to access certain classes of sensitive consumer data like geolocation, financial transactions, personal health records and other kinds of personally identifiable data. Read full story › Source: The Drum...
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