Globespotting – January
THE BEST A MAN CAN GET?
What?
Razor brand, Gillette, cut deep with its latest campaign ‘We believe: the best a man can be’, highlighting the issue of toxic masculinity, particularly in the workplace
Who and When?
The ad was released by Gillette in January sparking worldwide attention
Where?
The story received unprecedented levels of both media coverage and consumer engagementacross the globe and was the number one trending topic on social in the days that followed
Why?
It’s fair to say the ad received equal praise and backlash, but, love it or loathe it, it certainly got people talking and used its power and platform to emotionally connect with its customers over a growing issue. And, despite the haters threatening to boycott the brand, P&G confirms it hasn’t negatively affected sales (yet). Definitely one to watch…
ROLL UP, ROLL UP!
What?
Bakery giant
Greggs gave its famous sausage roll a very vegan twist answering pastry prayers from meat-free munchers EVERYWHERE
Who and When?
The controversial sausage snack was launched nationwide following a petition by PETA just in time for Veganuaryand public opinion was anything but flaky
Where?
The story received blanket national coverage from TV to print and most notoriously –
Piers Morgan’s Twitter account
Why?
The clever guys at Greggs combined a hero product with a timely trend to create the perfect media storm and ensure a steady roll of customers
SHOULD’VE PUT A RING ON IT!
What?
Poundland launches plastic engagement rings, suggesting they be used as a placeholder rings for those looking to pop the question this Valentine’s Day
Who and When?
The bargain chain announced it was selling ‘bling rings’ that come in a heart shaped box for, er, a £1…
Where?
Another one that got Piers Morgan talking (and co-presenter,
Susanna Reid, worried)
Why?
Cute NPD idea centered around a key retail calendar date = PR gold!
FANCY A BREW?
What?
The Samaritans launched an influencer campaign to tackle loneliness
Who and When?
Love Island’s DrAlex, Matt Lucas joined a host of other famous faces from across the showbiz landscape in a video created to encourage others to take part in ‘Brew Monday’ if they’re feeling lonely
Where?
The video and statement from Samaritans CEO featured across the national press including The Independent, MSN and on various celebrity social channels
Why?
The
Samaritans hooked its campaign onto the ‘Blue Monday’ media agenda for maximum impact and get a growing issue talked about
Trends
VEGANUARY
Veganuary is undoubtedly the trend of 2019 that’s got everyone talking. It is actually a registered charity that began in 2014 and aims to get people to try veganism. With the hashtag frequenting our Instagram feeds, big brands have piggybacked the trend to cater for the growing number of vegan consumers. Pizza Hut now have three vegan pizzas, McDonald’s has revealed its new vegan options and (how could we forget?!) Greggs unveiled its vegan sausage roll earlier this month.
DRY JANUARY
Dry January is another health focussed trend that rears its (ugly IMHO) head in January. With 88% of participants claiming to save money and 58% losing weight, it’s easy (ish) to see why it’s becoming a popular trend with the ever health-conscious consumer. Although if the latest sales stats are anything to go by, it sounds like this year’s trend should’ve been named ‘Drier January’.
Cheers to that!
BREXIT
With the impending withdrawal of the UK from the EU, the term ‘Brexit’ has been engrained in the brains of the British population. With the nation’s TV show ’Deal Or No Deal’ taking on a whole different meaning in 2019. With the actual leave date not until the 29thMarch, and no signs of a decision any time soon, it looks like the term will be sticking around for some time. In a bid to lighten the mood, here’s one of my favourite Brexit bad jokes…
“Brexit was like the UK got drunk and accidentally unfriended Europe on Facebook.”
#PRFAIL
MUCH ADO ABOUT NOTHING
What?
Poundland created the ‘gift of nothing’ and sold it in store for £1. The plastic heart shaped packet was empty inside
Who and When?
The bargain basement quickly went from hero to zero after it stacked its shelves with the ‘gift of nothing’ ahead of Valentine’s Day, labeling it as ‘a bit of fun’
Where?
The criticism from environmentalists and eco conscious consumers featured everywhere from the BBC, ITV, Evening Standard and The Sun through, not forgetting the uproar across social media
Why?
At a time where the issue surrounding plastic is so high on the media and consumer agenda, this stunt was possibly a little too brazen, even for us…
PHOTOWATERBOMBING
What?
Fiji Water positioned a cardboard cutout of the ‘Fiji water girl’ next to A list actors at the Golden Globes in an attempt to promote the brand in a fun way
Who and When?
Fiji Water then photoshopped the cardboard cut out into various pictures of other celebs and shared it on social channels. Actor Jamie Lee Curtis heavily criticisedthe brand for blatant product promotion that she didn’t endorse or give permission for
Where?
Jamie Lee Curtis’ criticism of the brand featured in mainstream US media and around the world. Other US actors joined Curtis’ condemnation of the product placement which further amplified the story
Why?
The perils of combining photobombing with waterbombing right there…
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