Picks of the Week: February 12, 2018
Account Coordinator, Consulting
Whole Foods Unveils "Whatever Makes You Whole Campaign"
Whole Foods has released its first marketing campaign since its acquisition by Amazon last August. The campaign features a series of quirky advertisement spots with a focus to broaden their appeal beyond their core high-end customers to a wider consumer segment. Whole Foods has long battled the perception that its products are high-priced and its new ads appear to try and make different type of shoppers feel welcomed. Historically, Whole Foods has focused on being a brand that tells its story in terms of their quality distinction. This new campaign, under the tagline ‘Whatever Makes You Whole’ shifts the brand image to a more human place, giving a nod to individuality and diversity. With shifting consumer-buying patterns we can see a growing trend of shoppers moving away from meal ingredients to meal solutions. In the future we can expect collaborations with Amazon to move from selling products to become solution providers.
Assistant Coordinator, Consulting
Every Ad Is a Tide Ad
Tide has undoubtedly won the war on Super Bowl ads in between Sunday’s big game in Minneapolis. Starring “Stranger Things” actor David Harbour, the ad featured multiple spoofs of stereotypical big game brand categories such as Budweiser, Mr. Clean, and Chrysler, in an unconventional effort to promote clean, stainless clothes. Purchasing one minute and thirty seconds’ worth of TV commercial coverage for approximately $15 million, Tide released an ad in every quarter; one 45-second ad in the first and three 15-second ads in the latter three quarters. According to Vedran Miletic, P&G’s brand director for North American fabric care, the ads were intended to have viewers question every commercial they’ve ever seen to prove that what you think you’re watching isn’t what you’re actually watching The ad took off by the third quarter and was reportedly the most tweeted Super Bowl ad that wasn’t a movie trailer. By the end of the game, the hashtag #TideAd had nearly 1.5 million mentions. With the success surrounding the ad, another unspoken goal was accomplished: it crushed the negative PR crisis Tide has recently had to juggle of kids trying to eat them on the Internet.
Junior Graphic Designer, Creative
Sport Chek Launches Olympic Out-Of-Home Campaign in Toronto Subway Station.
The PyeongChang 2018 Olympic Winter Games have started with the opening ceremonies and games held in South Korea. Team Canada and Sport Chek have collaborated to launch an Out-Of-Home campaign at Eglinton station in Toronto, ON. The ad’s that are presented at Eglinton station consist of wrapped pillar designs, posters and a stair set image.
Sport Chek has really focused on the hashtag ‘#WHATITTAKES’ as copy throughout the campaign. They have taken Canadian athletes that have encountered ruthless accidents and injuries in the past that have now caused the highlighted athletes to train harder for the Olympic games. As a consumer, when we watch the games, we often don’t think of how many sports are extremely dangerous - we watch recreationally and cheer for our country. The #WHATITTAKES is meant to change that perspective.