Sleeping Barber - A Marketing Podcast SBP 076: The Barber's Brief - June 20th, 2024
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.