Hails & Fails – September 2nd 2022
Summer might be officially over but as we said hello to September, brands were still bright and breezy with their PR campaigns this week.
Chocolate giant Cadbury used its famous fingers to help deaf children, fashion label Calvin Klein hired a second Moss to front a new campaign and Glastonbury Festival won headlines with a social housing pledge. It was a tough week for Persil though as the famous washing brand had an advert pulled for being misleading.
HAILS
Cadbury Fingers campaign encourages sign language learning
Cadbury Fingers has launched a campaign to encourage people to learn British Sign Language – to help out deaf kids across the UK.
In partnership with the National Deaf Children’s Society, the activity highlights the difference sign language can make helping deaf children feel included in shared moments.
‘Sign with Fingers Big and Small’ encourages everyone to get started with lessons to learn everyday phrases and conversation starters in sign language and has been created in partnership with the National Deaf Children’s Society.
Tonnes of coverage too!
Lila Moss recreates her mum’s famous Calvin Klein ads
Kate Moss’ daughter Lila has recreated her mum’s famous Calvin Klein ads as she models for the brand 30 years later.
The 19-year-old rising star features in the new Calvin Klein autumn campaign in a bra top and black shirt.
Kate Moss first modelled for Calvin Klein in 1992 as part of a deal which helped turn her into a household name.
Earlier this week, Lila took to Instagram to show off her latest modelling shoot – looking spookily like her mum did when she first became a face of the brand.
The media loved it, of course.
Glastonbury Festival digs deep to build social homes
Glastonbury Festival founder Michael Eavis has donated land on his Worthy Farm estate, plus cash, to build 52 green social homes.
The initiative comes on the back of the National Housing Federation’s recent assessment of housing need in England, which revealed almost two million children live in unaffordable or unsuitable homes, 4.2 million people are in need of social housing, and that overcrowding affects 3.7 million people.
The new homes will take the total number he has helped to build to 52. And the land donation comes with a caveat that it must be used for social housing in perpetuity.
Bravo!
FAILS
Persil in hot water over advert’s ‘misleading’ environmental claims
A TV ad for Persil washing liquid has been pulled over “misleading” claims the product is “kinder to our planet”.
The ad showed beaches covered in litter and then a Persil bottle followed by the text “made with 50% recycled plastic”, “removes stains at 30C” and “60 minutes quick wash”.
But the Advertising Standards Authority said claims such as “greener” or “friendlier” can only be justified if the advertised product provides an environmental benefit over other products.
The ad has now been banned and The ASA said it must not appear again in its current form.
Ouch!
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