COMPETITOR REVIEW
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LUCOZADE ENERGY
LUCOZADE REVIVE
LUCOZADE SPORT
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VOLVIC
SHOPPER FOCUS NEWS
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LUCOZADE ENERGY
LUCOZADE ENERGY SPORT
THE BACARDI TRIANGLE ACTIVITY
ANALYSIS
Bacardi is set to host one of the most elaborate
This activation is growing upon the trend for
gigs next month in the Bermuda Triangle. 1,800
music lovers to now incorporate seeing gigs &
guests compromised of guests and competition
artists into their holiday plans.
winners will party to music from Ellie Goulding,
As well as giving guests a once in a lifetime
Kendrick Lamar and Calvin Harris.
experience, there is plenty of opportunity for
Three chartered jets from London, New York &
product placement and special Bacardi
LA, plus scheduled flights from 22 cities
cocktails for the event have been arranged.
worldwide will transport guests to the event.
THOUGHTS
The first two nights will be spent in a five star
Being the biggest brand experience the brand
resort in Puerto Rico partying which will include
has ever executed, if all goes accordingly, they
a special Halloween themed evening – think
will be sure to intrigue & amaze their guests
living mermaids, tribal food hits and voodoo
with this event and it compliment’s Bacardi’s
shacks. On the third night, they will be whisked
bold brand personality perfectly.
away to a private Caribbean Island in the heart of the Bermuda Triangle for an exclusive private gig from the three featured artists.
Interesting to also note that Snowbombing’s parent company, Broadwick Live, have partnered with Bacardi on this event…. Be sure to check out the launch video here
LUCOZADE ENERGY
WALKERS BUS STOP VENDING MACHINE ACTIVITY
ANALYSIS
THOUGHTS
Walkers has unveiled three tweet-activated
The bus stop ad will most certainly create stand
This is a great example of how to redefine out-
digital vending machines at bus shelters in
out against other blanket 6 sheets and surprise
of-home and push the creative boundaries of
central London as part of the next wave of
shoppers who will see a virtual Gary Lineker
what can be achieved. It is simple yet
activity in the brand’s ‘Do Us A Flavour’
sitting inside a bus stop.
completely on brand for Walkers fun and playful
campaign. The ads will ask consumers to
It is a great way for Walkers to encourage
personality which will no doubt gain traction
‘Tweet to eat’ and a free packet of crisps will be
conversation with their consumers and sample
from consumers interacting with the brand on
distributed by the vending machine for every
at the same time.
social.
tweet received (limited to a certain amount per
The “Do us a Flavour” activity has already been
day).
a huge success and this will no doubt help
Live until
11th
September across three London
enhance this along with added digital and TV
hotspots (Clapham Jct & two on Oxford St), the
media investment for the final push of the
vending machines will be stocked with the
campaign.
campaign’s six finalist flavours in an effort to encourage consumers to vote for the winner online.
LUCOZADE ENERGY SPORT
CONVERSE ‘THE TICKET’ ACTIVITY
ANALYSIS
During September & October, Converse are
Converse are demonstrating a best in class
bringing to life their #SNEAKERSWOULD
example of how to innovatively interact with
campaign via an innovative interactive platform
your target audience and communicate a
online – The Ticket. Converse fans will be
campaign in the online space.
given the chance to experience “now-or-never”
They do, however, claim that it converts
opportunities in London and various European
the most boring parts of the internet into
cities.
the 'sneaker side of the web' which isn’t
You must download a free browser plugin from
completely true. Rather than completely
Converse’s website and using AdBlock
hijacking ads, it appears that the plugin
technology, The Ticket takes over the ‘boring
just creates additional banners.
parts’ of the internet with Converse branded
THOUGHTS
material such as films, games & GIFs.
We all know that spontaneous nights are the
Probably the best part about it is it gives users
best kind of nights and that’s exactly what The
impulsive invitations to live shows, festivals &
Ticket enables to Converse fans.
parties in Europe. Last week, The Ticket sneaked fans into a Glass Animals gig in East London before being transported in the Converse Get in & Go bus to an epic after party in a converted town hall
The Ticket is fun, “edgy” and the spontaneity surrounding the project will resonate well with the youth audience.
VOLVIC
VOLVIC
JENNIFER ANISTON TO FRONT GLACEAU SMARTWATER ACTIVITY
ANALYSIS
THOUGHTS
CCE’s Glaceau Smartwater has recently
The launch comes as the bottled water category
Does bottled water taste better with Friends?
recruited Jennifer Aniston to front their UK
continues to see impressive growth. As well as
Or is it just that sex sells? Nonetheless,
marketing push. The Friends’ star is already
the celebrity endorsement deal, Glaceau Water
Anniston is a familiar face in UK Ads (e.g.
the brand’s spokesperson in the US, will
are also trying to differentiate themselves within
L’Oreal) and with the bottled water category
provide the voice over for a TV ad & feature in
a pretty crowded market with their unusual
being a key growth area for groups such as
outdoor support. The celeb will also feature in
bottle sizes (600ml & 850ml).
CCE, marketing campaign such as this, will no
digital activity on Twitter and Instagram.
doubt drive widespread consumer awareness.
VOLVIC
EVIAN x KENZO ACTIVITY
THOUGHTS
The premium fashion brand, Kenzo, have
Kenzo isn’t the first fashion house to partner
teamed up with water brand, Evian for a limited
with a water brand and following in the
edition bottle design.
footsteps of the likes of Paul Smith and Jean
The design will feature on glass and plastic
Paul Gautier. However, Evian & Kenzo will
Evian bottles of 0.75L volume rolling out in
most certainly cause shelf standout in store with
European premium supermarkets and high-end
this eye catching geometrical pattern.
restaurants.
The CSR tie up within this collaboration is also
ANALYSIS
well timed as the latest trend research from
The designs are meant to symbolize both The
trendwatching.com suggests, ‘Consumers are
French Alps (purple lines) and the mountain
waiting for businesses to stop selling unhealthy
spring water (lime pattern).
FMCG products, ban using cheaper but
This collaboration with Evian coincides with the
potentially harmful ingredients - not just
Kenzo-initiated ongoing environmental
spreading the word in media about the intention
campaign “No Fish No Nothing” aimed to
to do so.’
support protecting the sea flora and fauna.
SHOPPER FOCUS NEWS
SHOPPER FOCUS NEWS
LIDL - 1 SAINSBURY’S - 0 ACTIVITY
ANALYSIS
The battle of the retailers continues and sees the
Seen in Lidl’s Clapham Junction store window and in the
discount retailers winning once again.
Metro & Sun as half page ads, this is a brilliant witty
Earlier this month Sainsbury’s hit the trending charts on
response to Sainsbury’s misfortune. Although only
social for all the wrong reasons. A poster intended for
activated on a small scale, the power of social will mean
staff eyes only, was seen by a passer-by in a Clapham
that it will be seen far further afield.
store window reading “Let’s encourage every customer to
It also ties in with Lidl’s current campaign, #LidlSurprises
spend an additional 50p…” – the poster was of course
where they are always looking for fun ways to surprise
tweeted and sparked an online debate of the 50p
and delight their consumers.
challenge. Lidl quickly jumped on the 50p challenge conversations and came up with their very own spin. Instead of encouraging consumers to spend extra, they are encouraging their “lovely customers to save as many 50ps as possible”
THOUGHTS This is a great example of how brands see a spontaneous opportunity and instead of just sitting on it, they act on it… fast. The key to this is ensuring that it is still relevant in the wider context and for Lidl here, it’s reiterating their discounted prizes and how shoppers can making savings by choosing them instead of other retailers such as Sainsbury’s.
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