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

Marketing Week: Bloom & Wild - an online florist is “chasing profitability” by cutting marketing budget and focusing on customer retention.

https://www.marketingweek.com/bloom-wild-focuses-on-customer-retention-over-acquisition-as-it-chases-profitability/ 

Business Insider: Tesla lays off its new marketing team months after launching it.

https://www.businessinsider.com/tesla-new-marketing-team-advertising-cut-layoffs-2024-4 

Media Leader: Forbes 7-year scheme to dupe advertisers

https://the-media-leader.com/forbes-seven-year-mfa-scheme-shows-how-deep-the-rot-runs-in-online-advertising/

https://adalytics.io/blog/ads-observed-on-www3-forbes-subdomain

Social Media Today: Meta Brings Advanced AI Chatbot to All of its Apps.

https://www.socialmediatoday.com/news/meta-ai-chatbot-facebook-instagram-whatsapp-messenger/713662/

Marketing Moment:

Baileys - The Pleasure Dividend

WARC Case Study

This strategy won Silver from the IPA Effectiveness Awards

• Baileys Irish cream launched in 1974
• By 2008 (34 years later) it was in 147 markets
• Always has a role as a dinner liqueur, mainly at Christmas
• In 2009, sales were declining and by 2014, they were 16% below the 2008 peak increased pricing to try and compensate for volume losses 
• Tried a bunch of different campaigns but nothing was working
• Diageo (parent company also owns Guinness, Johnny Walker) establishes a best practice - brand success is about being good at and committing to one big thing

The Campaign 

The big insight - baileys is part cake, part booze and pure pleasure

The Strategy

People love the product but they need reminders of when it might be relevant (CEPs)

• You can have it after dinner at Christmas or 52 weeks a year when …

• Poured over ice cream

• In coffee

• In cake

• At brunch 

• On the weekend

• With Milkshakes

• On French toast

• In Chocolate

• Anytime you want a treat

The Results

• 23% growth between 2015 - 2019 
• 250M pounds gross profit over 5 years
• Increase in male share of purchases
• Gains not due to price increases, discounting or increased distribution in big markets
• Compared to previous campaigns, they get an extra $1 in profit for every $1 spent in media ($2.5 v. $1.5)

Have AI Break, Have A KitKat - KitKat Canada

Link: https://youtu.be/U33RTQsa7Bo?si=g47535UTjKrnWJHh