Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.

We hope you enjoy the show!

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/

In the News:

Nvidia's 10-for-1 Stock Split Is Over. Here's What's Next for the Stock.

Link: https://www.fool.com/investing/2024/06/16/nvidias-10-for-1-stock-split-is-over-heres-whats-n/

Meta announces new enhancements to Reels and AI-powered solutions at Cannes

Link: https://www.socialsamosa.com/2023/06/meta-reels-ai-solutions-at-cannes/

How to Kill Creativity

Link: https://hbr.org/1998/09/how-to-kill-creativity

TikTok ads will now include AI avatars of creators and stock actors

Link: https://techcrunch.com/2024/06/17/tiktok-ads-and-branded-content-will-now-include-ai-avatars-of-creators-and-stock-actors/

Marketing Moment: Highlighting Case studies (3-4 minutes):

Bubly / Buble Launch - ARF Advertising Research Foundation

Link: https://thearf-org-unified-admin.s3.amazonaws.com/ARF%20Ogilvy%20Award%20Case%20Studies/2020%20ARF%20David%20Ogilvy%20Award%20CS/Buble%CC%81-vs.-bubly.pdf

Challenge - Gain market share in a fast-growing category

Background

• PepsiCo looking at breaking into a emerging category
• La Croix was established market leader with 20% MS
• Product lacked personality
• Sparkling water category $2b industry by end of 2018
• CAGR around 20%
• Expected growth over the next 5 years of 74%
• Targeting millennials = generation play

Insight

• Adulting is hard
• millennials dealing with adulting want an everyday sparkling water brand that felt as fun, colorfoul and playful as soda.
• Used customer interviews, social listening, quant/qual message testing & google search trend analysis
• Most other brands had very little personality
• La Croix was positioned as fancier than others - name became territory for playful approach

Creative

• Brand took on a “playful instigator” role
• Focused on fun & colour in media placements, partnerships, creative and spokesperson (buble)

Launch

• 2019 superbowl kickoff with Buble convincing people how bubly was pronounced
• Partnership with Ellen Degeneres show featuring Buble in a fun skit
• Snackable video on most platforms, GIFs, BublyV.Buble gif
• Media placements on TV, CTV

Results

• 77% increase in brand awareness among category users
• Doubled retail sales in 2019 to $250M
• Purchase consideration grew by 2x
• Tripled category share
• La Croix reported 16% drop in 3rd quarter earnings

Ad of the Week

Paddy Power - Danny Dyer and Peter Crouch star in Paddy Power's new Euros advert

Link: https://youtu.be/BdavDrqE2jg?si=vyfH-5jhmfesqcM4

Danny Dyer (English actor and presenter) brings his Cockney charm to Paddy Power’s ad, capturing the nation’s excitement for the tournament with a humorous twist. The commercial playfully pokes fun at British quirks, featuring diverse characters who deliver sarcastic ‘compliments’ to the English. From Italians mockingly admiring our fashion to Germans grumbling about World Cup chants, and Dyer himself, portraying the quintessential English dad abroad, the ad is a witty celebration of our national character.

In our latest podcast, we sit with marketing veteran Esther Benzie to explore the evolving marketing landscape. From her experiences at CIBC and P&G to her insights on the balance between brand and performance marketing, Esther shares invaluable knowledge that every marketer should hear. Discover the impact of digital channels, marketing specialists' rise, and marketing sustainability's future.

Don't miss this opportunity to learn from one of the industry's best. Enjoy the episode.

Our Guest:

Esther Benzie - https://linkedin.com/in/estherbenzie/

Senior Marketing Executive

Formerly the:

:: VP of Brand and Advertising @ CIBC and

:: VP Brand Operations @ P&G

:: Board Member of the AssociationAssociatiom of Canadian Advertisers

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Timestamps

0:00 - Opening

0:44 - Intro to Esther

4:38 - Learning marketing foundations through CPG

7:30 - How digital changed marketing departments

10:30 - The negative impact of digital on creative

12:19 - Non-Viewable Impressions

15:20 - Talent Development - Specialists vs Generalists

22:45 - The shift from brand to performance and back

30:14 - What got lost in “Performance Marketing”

32:40 - How digital advertising change content supply chains

36:28 - An awakening with performance marketing

40:25 - Strategic objectives may differ from digital performance indicators

43:55 - How digital channels like Pinterest align with brand objectives

47:15 - The evolution of marketing performance metrics

55:06 - How to find out more about Esther

Post-Pod with V and Marc

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.

We hope you enjoy the show!

Our Hosts:

Marc Binkley - ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros - ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

In The News

Ad Age: American Airlines Fired Exec After a Marketing Change Aliented Corporate Clients

Link: https://adage.com/article/marketing-news-strategy/american-airlines-fired-chief-commercial-officer-vasu-raja-after-marketing-strategy-change/2562716

Paul Worthington Newsletter - Off Kilter - Oops, AI did it again Looking at some of the failings of AI

Link: https://www.invencion.com/off-kilter

Fast Company - How Amazon created a winning streaming formula: shows based on airport books for dads

Link: https://www.fastcompany.com/91134058/amazon-prime-video-streaming-airport-books-for-dads-james-patterson-cross

P&G’s Chief Brand Officer Mark Pritchard talking about inclusivity

Link: https://wwd.com/beauty-industry-news/beauty-features/marc-pritchard-on-serving-all-and-each-to-drive-market-growth-1236389828/

Marketing Moment - The Power of Positioning // Apple - The Turnaround

Background

• Back in 1997 - Apple was in big trouble
• They had just lost $800m
• Low market penetration and market capitalization of $2bn
• Michael Dell - when asked how he planned to fix the organization, he was planning to shut it down and give the money back to shareholders.
• Steve Jobs returned to re-focus Apple, and there was a lot of anticipation
• In August of the same year, Jobs addressed the future of the company at MacWorld 1997.

Brand Positioning and Strategy

Before getting to the Think Different campaign, they defined the new positioning of Apple, where they identified three core tenets.

• Simplicity
• Creativity
• Humanity

These three tenants became core to Apple and were a major part of the brief that went into the brief to TBWA\Chiat\Day, which famously led to the iconic “think different” campaign.

Revival and Growth

Why was this so powerful? It comes back to the three tenants:

• It was a simple message
• It was about creativity
• And celebrated at its core, humanity

Due to its simplicity, it also worked well across media channels (print, TV, OOH etc.)

The Think Different campaign bought Apple time and got them out of trouble.

Due to this newfound mental availability and the constant product innovation (see iPod) by 2003, Apple had an evaluation of $8bn.

However, because they wanted to grow globally as well, they re-brief Chiat/Day for a global iPod campaign was when “silhouettes” was born, which leaned again against the three core branding positioning tenants.

By 2006, Apple had turned a corner. Now worth over $70bn, it returned to its core product, computing. Going after Microsoft who had dominated for decades the space. The campaign, “Get a Mac” was born. Why did this campaign work?

• Apple created an “enemy”
• highlighted Apple’s simplicity and creativity
• Positioned against Microsoft’s complexity

What Lessons can we date from this example?

• Simple positioning always beats complex positioning - It is important to be clear, and consistent with your brand positioning,
• Differentiation is possible through positioning because it can also help with price volatility helping you to drive profits

Links:

Mark Ritson on the power of Apple's brand positioning (youtube.com)

Ad of the Week - Heinz Ketchup

Fighting counterfeiters of people refilling Heinz ketchup bottles with different brands of ketchup

Link: https://www.youtube.com/watch?v=S-TkRINrr4A&t=92s

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