Tag Archives: Branding
This digital life has been the discussion of marketers all over the world for the last few years, with one POV: “There is only one future and it is digital; analog is dead.” Cautiously questioning the role of digital for brands—and, more so, its importance for mankind—was considered akin to questioning global warming. Too strong a comparison? I don’t think so. It was impossible to have a grown-up conversation, even though many studies—both quantitative and qualitative—clearly show that the current impact of the “digital world” on business success and/or brand building is minor.
Recently, Dr Pepper has followed in its competitors' footsteps and released a diet soda—Dr. Pepper Ten—targeted specifically at men in a fashion similar to Pepsi Max and Coke Zero. In their TV spot, a grizzled man enjoys the drink in the midst of a laser gun fight in a jungle, while riding an ATV (slightly reminiscent of G.I. Joe commercials from way back in the day). The copy reinforces the manliness theme by more or less telling women that this soda is for men, and men only. To further this idea, Dr Pepper Ten has set up a men-only Facebook page that consists of "manly" games and quizzes.
As part of its Food With Integrity campaign, Chipotle (with vocal backup from Willie Nelson) has released a new ad depicting how a farmer changes over to industrial meat production before returning to more sustainable methods. View it below and let us know what you think.