Too many major brands are coming late to the party and/or delivering paper-thin token gestures in their ‘show’ of support for causes, says Ciara Garratt of global brand experience agency Sense. 

Have you noticed how every brand is trying to prove a point at the moment? How every product you pick up in the supermarket now boldly states its protein content? Or, how the shampoo you bought the other day is suddenly ‘gluten free’?

Perhaps awareness of even a simple form of marketing is heightened for us marketers, but in a society where everything is under scrutiny, and where consumerism is at its peak, it feels like brands are more self-aware than ever before.

In 2008, Heineken brought us the ‘Walk-in Fridge’, racking up millions of views on YouTube. The ad highlights the different values of men and women, as stereotyped in society a decade ago, as a couple show their friends around their new home. The woman shows her walk-in wardrobe to her female friends, while the man reveals a walk-in fridge full of beer to his mates. Both result in enthusiastic screams from their same-sex friends. The advert played on traditional stereotypes in a humorous way – presumably to appeal to what it thought was an all-male audience.

As society has changed, brands have had to adapt to a more nuanced view, which we can see in Heineken’s 2017 #OpenYourWorld ad. Heineken brought together people from different cultures, backgrounds and sexual orientations in a ‘social experiment’, exploring the benefits of finding common ground – Heineken beer and reasonable discussion. The message was raw, empathetic and forward-thinking, which, in the current climate of thriving equality and liberalism, was well-received.

Of course, we expect brands to evolve with the times – they need to stay relevant to the changing attitudes of their audience. But the way in which brands manage that change is critical. Heineken achieved a 180-degree pivot; from clumsy sexist stereotypes to jumping on the equality bandwagon – without irritating the public. Because it was a proactive effort, even though the principle isn’t exactly original, it comes across as relevant and authentic. We’re all entitled to change our minds once in a while (even if it takes the best part of a decade).

What’s more concerning is when real world issues are side-lined, only to later be exploited by brands looking for a hot-topic-of-the-moment.

Plastic no longer fantastic

For example, despite scientists sounding the alarm for years over the impact of plastic on the environment, it seems like brands have only recently started to take action, capitalising on the opportunity to be seen in a positive light.

Do they feel a genuine corporate social responsibility or is it just another tactic to make headlines? It’s particularly galling when the brands in question are category leaders – surely major powers on the world stage should be leading from the front, rather than playing cautious catch up, or only acting when they’re caught out?

Greenpeace has made a number of protests shaming Coca-Cola for its contributions to plastic waste, although coverage of this has been all too scarce. However, when Coca-Cola ‘heroically’ announced that it will recall and recycle 100% of its packaging to help clean up our oceans, it made the news. Shouldn’t we really be celebrating Greenpeace, for acting when it mattered, rather than a huge corporation that showed up late to the anti-plastic party?

Where Heineken has made a positive shift and potentially contributed to changing people’s perceptions, other brands have been less proactive and instead demonstrated a lazy approach to jumping on the bandwagon. A prime example of this is when McDonalds turned the trademark ‘M’ upside down to show support for International Women’s Day. They’re hardly a brand who you would expect to be active on such an occasion, but perhaps like Coca-Cola they were only responding to external pressures.

Brands should be careful about how they portray acts of ‘good’ and must try to avoid looking exploitative. Instead, they should be proactive; earning respect by taking action, instead of just nodding in agreement like McDonalds. What Heineken have done is much more believable and empowering – instead of caring about how they look to consumers, they have focussed on getting the consumer to think about the bigger picture themselves, and hopefully make their own contributions to change.

It’s easy to say “better late than never, Coke” or “at least you’re doing something, McDonalds”; but the reality is that if these brand leaders were more proactive in the first place, they wouldn’t need to jump on the brandwagon. They’d be driving it – and making a real difference along the way.

Ciara Garratt is Account Manager at global brand experience agency Sense.

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LOUIS XIII Cognac has commissioned an exclusive musical composition from Pharrell Williams which will only be heard in 100 years – and only then if the world’s population has taken the necessary steps to combat global climate change.

The composition, ‘100 Years – The Song We’ll Only Hear If We Care’ was played once only in Shanghai on November 13th 2017 to a select audience who were forbidden to record it in any way. Pharrell’s exclusive track was then recorded onto a record made of clay from the chalky soil of the Cognac region, and stored in the cellars of LOUIS XIII in a state-of-the-art safe specially designed by Fichet-Bauche which will be destroyed when submerged in water.

Following the event in Shanghai, LOUIS XIII Cognac will launch an international tour in major cities all around the world, in order to raise awareness and funds for environmental organizations through charity dinners. Through these events, LOUIS XIII will directly support associations dedicated to curbing climate change on a local level.

If sea levels continue to rise due to climate change, then chances are the cellars will be filled with water in 100 years, LOUIS XIII says, so destroying the recording. The only way to guarantee this original piece of music will be heard again in 2117, one century from now, is by addressing the consequences of global warming. ‘100 Years’ by Pharrell Williams will be out in 2117, but only #Ifwecare.

“I love the fact that LOUIS XIII thinks a century ahead,” said Pharrell Williams. “We should all do the same for the planet. We have a common interest in preserving nature for the future. Each bottle is the life achievement of generations of men and women. It’s all about legacy and transmission.”

“We are incredibly proud of this innovative project,” said Ludovic du Plessis, Global Executive Director of LOUIS XIII. “Nature and time are at the heart of what we do.  If the environment is unstable, even the greatest cellar master would not be able to compose the exceptional blend that is LOUIS XIII.  Global Warming is one of the most important issues of the 21st century; with ‘100 Years – The Song We’ll Only Hear If We Care’, we hope to inspire people around the world to take action.”

In 2015, LOUIS XIII partnered with renowned actor and creative visionary John Malkovich and famous Hispanic American film-maker Robert Rodriguez to create ‘100 Years: The Movie You Will Never See,’ a thought-provoking artistic work exploring the relationship of past, present, and future which will be kept locked up until 2115. The Rémy Martin-owned spirits brand sent 1,000 exclusive invitations to people from around the world to attend the premiere of ‘100 Years’, on November 18, 2115, at the House of LOUIS XIII in Cognac, France. Recipients are being asked to pass these invites on to their descendants.

The Remy Cointreau Group has long been committed to the international effort to curb global warming. It works with the United Nations ‘Global Compact Advanced’ program on issues including sustainable wine-growing practices, energy efficiency, eco-friendly packaging, optimization of product shipments and forest conservation.

“As a company, we must do the best we can every day to make the world a better place,” explained Ludovic du Plessis. “But no single person or brand can stop global warming on their own – it must come from the unified global actions of all people around the world. Together we are much stronger than any person or brand is on their own. This is not about any one city or country but the future of our planet as a whole. Our concern is not primarily for Cognac, but for every city around the world.”

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Shell’s Make the Future Festival, taking place from June 30^th to July 3rd on a site the size of four football pitches in London’s Olympic Park, is set to be the largest branded festival of 2016 according to global creative agency, Imagination, which created it for the Anglo-Dutch energy giant.

The event is expected to attract 40,000 visitors, including 9,000 school children from around the UK.

The Make the Future Festival is an opportunity for the public to experience energy innovations from start-ups as well as from Shell and some of the world’s smartest students. There will be over 15 thousand square meters of activities to play, learn and share, including a 2.2 km race track plus entertainment and celebrity appearances from Rachel Riley and football legend Pelé, amongst others.

The Festival will feature interactive experiences that blur the boundaries between the digital and physical worlds, including a mobile ‘maker pass’ that allows visitors to vote up their favourite ideas, live leader boards, roll about in giant plastic balls that challenge visitors to generate as much energy as they can (then posts videos of their efforts to YouTube), interactive games, virtual reality experiences, an Instagram takeover that transforms the @shell account into a live interactive map and numerous live social media streams.

The festival is set out in six interactive and connected zones including:

• Main stage – celebrity guests and live science shows will entertain the crowds;
• Idea incubator – an opportunity to meet Britain’s young entrepreneurs and start-ups and learn about projects that aim to meet our growing energy needs while reducing carbon emissions;
• City life – including a football challenge where footsteps create energy (featuring a guest appearance by Pelé);
• Future energy – people can get involved by getting inside a giant energy-creating transparent plastic ball. Virtual reality headsets take them on a journey deep underground to see how CO₂ can be captured and stored safely;
• Mobility – allowing visitors to inspect energy efficient cars and explore the F1 garage exhibition;
• Hands on science – letting people make salt water cars, learn about programming and get involved.

The central attraction will be Shell’s Eco-marathon – a competition that challenges teams of students from top universities around the world to design and build cars that can go as far as possible on a litre of fuel. A race track has been built to stage daily competitions of the world’s most energy efficient cars.

Imagination’s Group CEO and Global Creative Director, Douglas Broadley, says the festival will offer visitors never-before-seen experiences. “Shell has successfully been running the global student innovation competition Eco-Marathon for many years to highlight the efforts made around the world to improve energy efficiency. This festival raises its ambitions even higher to inspire, excite and inform everyone who attends – from school children learning about the environment to engineers working on cutting edge energy innovation.”

Shell Make the Future Festival takes place at The South Park Lawn, Queen Elizabeth Olympic Park from Thursday June 30 – Sunday July 3 09:00-18:00 with last entry at 17:00.

Visitor tickets can be requested at Shell Make the Future

Imagination is an independent global creative agency established in 1968 to deliver brand communications via transformative experience ideas. Drawing on the skills of creative strategists, architects, designers, filmmakers, animators, creative technologists, UX designers, social media experts, art directors and copywriters, Imagination helps clients to measurably meet their brand and business challenges. Clients include Aston Martin, Canon, Commonwealth Bank, Delphi, Ford, GE, Guinness, Harvey Nichols, Jaguar Land Rover, NFL, Rolls-Royce Motor Cars, Royal Australian Navy, Samsung, Shell, Siemens and Tetra Pak.

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