JUST Branding S06.EP08 - Making Brands Relevant: How to Connect Culture, Creativity & Commerce with Cyril Louis
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May 6, 2025 Explore the essence of brands in culture beyond just trends. Discover the fine line between cultural resonance and culture-washing. Learn how to engage authentically with cultural movements while avoiding pitfalls. Unpack practical frameworks for aligning brands with the right cultural moments. Understand the critical importance of global and local nuances in branding. Plus, delve into the role of emerging tech like AI and Web3 in shaping brand relevance in today's fast-paced market.
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Heineken's Boring Phone Campaign
- The Heineken campaign featured "boring phones" to disrupt excessive digital engagement at social events.
- It used a cultural insight about frustration with phones to promote better socializing moments.
Heineken Sneaker Beer in Dark Markets
- Heineken used sneaker soles with beer inside to reach youth in ‘dark markets’ where alcohol ads are banned.
- This clever workaround promoted the brand via shoes, not alcohol, to get around advertising restrictions.
PorrAid's Cultural Pivot
- PorrAid shifted from performance obsession to championing self-care and humanity in sports culture.
- This cultural pivot revived the brand from obscurity to meaningful cultural conversations.