By Hannah Bowler Washing detergent marketing has historically been functional and aimed at families, but newsflash: it’s not only parents who wash clothes. Unilever’s vice-president of marketing shares how it is using its latest innovation to freshen up laundry marketing. Unilever brand Persil has ambitious plans to modernize its image and marketing with a new detergent, Wonder Wash, as it looks to appeal to more households. We’ve all seen the classic laundry advert: the kid plays around in the dirt, the parent puts the dirty clothes in the wash and the detergent turns the clothes back to white. Oh, and the parent randomly sniffs the Read full story › Source: The Drum...
Read MoreBy Audrey Kemp ‘Home Just Got Real’ normalizes the indefatigable spirit required of homebuyers in the current economy. From inventory shortages to fluctuating mortgages, owning a piece of the American dream seems more like a distant dream for many young adults. Yet, in the face of this tumultuous real estate market, Millennials and Gen Z still dream of one day buying a home. On Monday, real estate marketplace Zillow launched ‘Home Just Got Real,’ its latest campaign acknowledging the obstacles young adults face in their quest for homeownership. Its narrative speaks to a generation caught between reasonable aspirations and harsh economic realities — and a Read full story › Source: The Drum...
Read MoreBy Webb Wright The NBA’s latest campaign celebrates the energy and charisma of the playoffs, the postseason elimination tournament which culminates in the seasonal championship. Is there a distinct vibe shift among professional basketball players and fans during playoff season? According to a new series of spots from the NBA, the answer is an emphatic “Yes.” Just days ahead of the start of the 2024 NBA playoffs (this Saturday, April 20), the league has debuted a new ad campaign spotlighting “Playoff Mode” – a supposed phenomenon which causes players to become especially energetic, fans to become particularly passionate, and games to grow noticeably more heated Read full story › Source: The Drum...
Read MoreBy Georgia Beattie Getting as precise as possible a grasp on what people are saying and searching for online is key to connecting with the right audiences, says Georgia Beattie of iCrossing UK. In the ever-evolving landscape of digital marketing, the ability to understand and resonate with the dynamic language of your audience is more crucial than ever. While conventional keyword strategies have long been the cornerstone of garnering online visibility, there is a need to shift the paradigm towards nuanced linguistic insights derived from active search and social listening. With 71% of professionals holding licenses for three or fewer social listening Read full story › Source: The Drum...
Read MoreBy Audrey Kemp From getting a premature tattoo to smuggling a dead fish into the rink, the National Hockey League has plenty of real-life fan antics to share. Today, in celebration of the 2024 Stanley Cup Playoffs beginning April 20, the National Hockey League (NHL) has released its latest marketing masterpiece: a series of commercials that dive deep into the eccentricities of hockey fandom. Three spots — titled ‘Tattoo,’ ‘Catfish’ and ‘Not Together’ — highlight the ways fans display their love and support for their teams’ quest for the Stanley Cup, even if it means doing some downright wacky stuff. The first spot, ‘Tattoo,’ kicks Read full story › Source: The Drum...
Read MoreBy Tom Birts Tom Birts likes to mock up an ad every now and then. Sometimes, they even win an award. His easyJet entry captured the imagination of adland, and we’d be willing to bet some of you still think it is real. When we were teenagers, my brother and I worked on a poster for our local gym. The gym was pretty good, like the ones you see in Miami or Venice Beach. It had racks of heavy weights, perfect for the vascular specimens we used in the image. It promised results, results, results. Of course, no such place existed. We lived in Read full story › Source: The Drum...
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