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.

Srini Ramaswamy

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