Tobacco Free Florida launches a documentary style campaign that does not use common scare tactics to urge smokers to quit. Instead, the campaign highlights the personal struggles of smoking targeting smokers in rural communities, which have a significantly higher percentage of smoking in comparison to the rest of the state of Florida.
The Yayoi Kusama Infinity Mirrors touring exhibit has arrived in Toronto as the only Canadian stop at the Art Gallery of Ontario. Yayoi Kusama is a contemporary artist from Japan whose work has been celebrated from art lovers around the world. When the tour was announced late in 2017, it caused a frenzy in Toronto with all tickets becoming sold out (first 100,000 tickets were sold out in the three hours). This exhibit is not only attracting fans, but sponsors in Canada. RBC is a multi year sponsor of the AGO and lead sponsor of the Infinity Mirrors Exhibit with Shiseido being a part the subsequent tier of supporting sponsors. MKTG explores how RBC, Shiseido and Diet Coke are using the exhibit currently to differentiate themselves in market.
April Fool’s Day allows brands to connect on a human level with consumers through humour and creativity. Brands pull out some of the most extreme content from full on product creation, to simple tweets that prank their followers. Within that spectrum, what types of marketing should brands invest in that will resonate best with consumers? Unconventional partnerships between two opposing brands are a common tactic on April 1st. MKTG explores two recent April Fool’s Day collaborations from this year that exemplify a successful contrast in brand categories.
Matthew Soteroff and Justin Firth are some of MKTG’s most passionate basketball and March Madness fans. We decided to sit down for a roundtable discussion regarding the importance of this tournament to college athletes, how March Madness can increase a player’s marketability and some breakout stars this year.
As the 2018 World Cup in Russia approaches and the games begin June 14th, anticipation with fans and marketers is building. Many big-name players in FIFA are ambassadors for some of the most notable brands in the world, such as Cristiano Ronaldo for Nike, Herbalife and Tag Heuer and Neymar for Red Bull, Gillette and Panasonic. These players are over saturated with current sponsors which creates barriers for new brands to partner with them due to high clutter, high cost and category exclusivity. This leads sponsors to determine who the most marketable up and coming players are in the league. To help determine this, we sat down with Artsy Biba, one of our in-house soccer specialists, to create a list of five players marketers should have on their radar at this year’s 2018 FIFA World Cup.
By definition, a power couple is a relationship consisting of two people who are each influential and/or successful in their own right. Brands use these couples, who usually consist of high-profile celebrities, to gain mass awareness for their brand and products they promote. Also, by using a power couple, brands can target each partner’s unique following, expanding reach and impact for promotional campaigns. Using power couples in branded campaigns provides more exposure and engagement with consumers as celebrities’ personal lives, especially their relationships, often become one of their most marketable aspects. MKTG explores 3 case studies of brands who signed both parts of a couple in an endorsement deal
