Glenfiddich is launching a new campaign to promote Fire & Cane, the fourth and latest release in the Glenfiddich “Experimental Series”. The campaign broke on July 23rd 2018 in the USA, with sampling and experiential activations at the Taste of the Cocktails event in New Orleans, and will roll out in other lead markets later in the year – including France in September, the UK in October and Taiwan in 2019

The campaign is part of the William Grant & Sons-owned brand’s continued drive to recruit new drinkers into the whisky category.

The New Orleans tasting saw the whisky paired with grilled andouille (local Cajun sausage), grits, peppers and cream cheese.

The campaign was put together for Glenfiddich by London-based creative agency Space, which has been awarded the lead strategic and creative responsibilities for launching the next edition in the Experimental Series. The campaign brings to life the brand’s maverick spirit and focuses on the power of a simple question and how it can lead consumers on a journey to challenge conventions.

The newest expression in the Experimental Series is an unexpected peated whisky finished in Latin rum casks.

The campaign will be predominantly social, and kicks off with a 5-second teaser video. It will also feature short-form AV assets, Out of Home, print, interactive social assets such as Facebook canvases and Instagram polls, as well as experiential and sampling, all created by Space.

Campaign visuals centre on the liquid’s unique flavour profile. The hero 20” social video features animated CGI sugar crystals and innovative liquid photography showcasing the smokiness and sweetness of Fire & Cane. It runs in reverse order, opening with the product beauty shot (the outcome of the experiment), and closing with the moment of inspiration (the genesis of the experiment).  The core message is that when you question convention, as Glenfiddich has with Fire and Cane, you can spark the unexpected.

Oliver Rudgard, Global Brand Director at Glenfiddich, says: “Fire & Cane is #4 in the Glenfiddich Experimental Series.  The Experimental Series demonstrates our continued commitment to create new, innovative and inspiring whiskies.  Working with the great team at Space, we have pushed the creative boundaries further to create a set of new codes in the single malt category which are set to create cut through, attention and desire for the Fire & Cane launch across the globe.”

Jason Nicholas, Managing Partner at Space, adds: “The Experimental Series offers the chance to continually work on something that challenges a category. The creative idea in this campaign has led to the creation of a beautifully crafted and visceral campaign that will get under the skin of new drinkers and whisky advocates alike. Working with Glenfiddich on this their key campaign for 2018 has been a great opportunity and led to a campaign we’re really proud of.”

Glenfiddich most recently collaborated with Space to launch its first whisky finished in India Pale Ale (IPA) casks. This was backed by a global TV campaign, also created by Space.

Space is an award-winning integrated marketing agency which works across social, mobile, outdoor, in store, on-pack, in print, live or virtually. Clients include Heineken, Arla Foods, William Grant & Sons, General Mills, Eurostar, Sky, Coral, Bundesliga, UEFA, NBA and AELTC. Our work has been globally recognised with four ‘best in the world’ awards

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Rollover Hot Dogs is partnering with Mission: Impossible Fallout, the sixth film in the Mission: Impossible series (in UK cinemas 25th July) with a competition to win a romantic trip for two to Paris, including a helicopter tour from Paris to Versailles.

The Rollover Hot Dog trays will feature artwork from the movie and will direct consumers to the Rollover Facebook page, where they will be able to enter the competition to win the trip to Paris. There are also Mission: Impossible movie products to be won.

The campaign aims to reach over 3 million shoppers and is being supported with extensive POS materials for retailers.

Rollover negotiated the partnership deal with the films’s UK distributor, Paramount Pictures, according to a Rollover spokesman.

Tony Owen, Sales and Marketing Director for Rollover Ltd, says: “This movie, starring Tom Cruise, is set to be one of the biggest releases of the summer and we’re extremely thrilled to renew our partnership with a film that our consumers will really love. It’s a fantastic promotion to make shoppers aware of the Hot Food To Go category and specifically Hot Dogs, which remain in huge growth due to the continued trend around Street Food.”

Owen adds: “Mission: Impossible’s core demographic of 16-30 year olds matches our brand personality: young, lively, and fun. We expect a lot of engagement with our fans on this promotion and it will encourage new discussions at the point of purchase.”

The Mission: Impossible campaign started on July 9th and runs for eight weeks.

Rollover Hot Dogs, which is part of Kerry Foods Group, is the UK’s largest hot dog brand, selling over 25 million a year. It supplies preparation equipment and marketing collateral (steamers and POS) free to stockists and sells them the consumable items (sausages and buns). Customers include sports venues such as Old Trafford, theme parks, cinemas, universities and contract caterers. It regularly runs partnership campaigns with hit movies.

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Kellogg’s has teamed up with ITV2’s Love Island for an on-pack promotion on leading brands, Kellogg’s Corn Flakes and Kellogg’s Crunchy Nut, with a trip for two to Mallorca to see the Love Island final as the grand prize.

The partnership encourages consumers to buy a pack in store, take a selfie of themselves holding up the back of the cereal box and then share it on the Kellogg’s Facebook page, Instagram or Twitter with the hashtag #KelloggsCerealDater.

UK and Irish consumers are being offered the chance to win a two day trip to Mallorca plus a pair of tickets to the poolside Love Island live final, with additional limited edition Love Island fridge magnet sets available for runners up.

The on pack promotion will be available on Kellogg’s Corn Flakes and Crunchy Nut and aims to drive engagement with consumers in store and brand awareness on social media.

Niamh Cribbin, Senior Marketing Manager for Kellogg’s Europe, says: “Love Island was one of last year’s most talked about TV shows. The partnership allows us and the retailers to tap into consumers who wouldn’t necessarily expect to see Love Island in this category – or at breakfast. The promotion aims to drive sales and brand awareness, by tapping into a younger and trends influenced shopper.”

The offer runs until July 31^st.

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Tic Tac is launching a pop-up interactive experience, designed to encourage people to open up in a fun and light hearted way, in London’s Covent Garden. The activity supports the brand’s new ‘Open up’ marketing campaign.

Guests will be invited to create their very own bespoke Tic Tac flavour mix from a choice of 10 individual flavours. These will include favourites such as Fresh Mint, Orange, Passion Fruit and Cherry Cola, which can be combined together to create a completely new combination.

Guests can then personalise their unique pack with a light-hearted message on the label, to help them ‘open up’ in a fun way and share their special personalised treat with their favourite person. Fans will also have the opportunity to inspire the flavours of the future by sharing their flavour combination ideas. The most creative suggestions will be shared with Tic Tac’s Research & Development team for potential future innovation.

The taste journey continues with a  ‘Mixers’ cocktail bar, inspired by Tic Tac’s flavours, and a socialising area to bring the Tic Tac experience to life where people can learn interesting facts about the brand, while relaxing with an exclusive cocktail.

Guests will also be encouraged to ‘Shake their Tic Tacs’ in the Tic Tac GIF photo booth. There will also be an opportunity to win a pair of tickets to Elrow, the hottest music festival of the summer, for anyone sharing their GIF using the hashtag #TicTacOpenUp.

A Tic Tac spokesperson says: “Tic Tac has been helping people to make fresh connections for almost 50 years. We are incredibly excited to ‘open up’ with our fans and welcome them to this unique experience. We are also looking forward to discovering the different flavour combinations people will create.”

The Tic Tac Open House will be open to the public from 12.00pm – 8.00pm on Friday June 15^th and Saturday June 16^th 2018, at The White Space, 5 Great Newport St, London WC2H 7JB. Entry is free and includes one personalised pack of Tic Tacs per person (each pack contains 100 Tic Tacs).

The pop-up is being promoted on Tic Tac’s Facebook page.

The Tic Tac brand is owned by Italian confectionery company Ferrero. It was originally launched in 1969.

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Generation Z accepts ads, but will ignore the ones that don’t deliver tangible value, says Vaughan Edmonds at global brand experience agency Sense.

It’s 10 April 2018, and a nervous Mark Zuckerberg, founder of Facebook, stands before the US Congress. It’s the turn of 84-year-old US senator and Republican high-tech task force chair Orrin Hatch to ask the questions.

Facebook is at the centre of a scandal after it was revealed that Cambridge Analytica, a British data firm hired by President Donald Trump’s presidential campaign, improperly gathered detailed data on 87 million users using the platform. Zuckerberg has just told Congress that he always intends to offer a free version of Facebook to users.

“Well if so,” Hatch replies, “how do you sustain a business model in which users don’t pay for your service?”

Zuckerberg blinks and pauses for a moment.

“Senator, we run ads.”

The exchange, along with others involving various elderly Senators, has become symbolic of the technological knowledge gap that exists in Western society. A video titled “Mark Zuckerberg explains the internet to old people” went viral in the days following Zuckerberg’s visit to Congress as members of the Millennial and Gen Z demographics revelled in the ignorance of their elders.

The attitudes of Gen Z towards technology and advertising are particularly fascinating. Also known as the iGen, Gen Z is the generation born from the late 1990s onwards which has never known a world without the internet.

Its oldest members have just turned 21 and have grown up alongside dominant tech companies like Facebook. They are used to a world where platforms are cheaper than ever before. Their favourite brands – Instagram, YouTube, Snapchat – offer their services for free. Where we used to buy a single CD for £9.99, they can now listen to any song ever recorded for nothing on Spotify. Only Netflix draws the line, offering an array of TV and film for as little as £7.49 a month.

For the free services, Gen Z knows the price it has to pay: ads. Just as Mark Zuckerberg said.

What gets really interesting is the attitude of Gen Z towards advertising in general, with 61% agreeing that posters and billboards help them become aware of new products and services¹. Gen Z is also 37% more likely to notice adverts on public transport² and 15% more likely to stop and interact at a promotional stand or event³. It seems as if the recent wave of cynicism towards brands has not been driven by the young, but by the generations that preceded them.

What does this mean for brands? Only time will tell. It remains to be seen whether this more accepting attitude to advertising is driven by youth or by a genuinely different outlook. However, it appears highly likely that Gen Z will take two traits from its youth into adulthood which could be highly significant for brands:

Shortening Attention Spans

According to most research, the attention span of Gen Z is lower than any other generation in history. In our digital age this makes perfect sense. There is so much vying for our attention and, in terms of things to occupy us, we are spoilt for choice. For brands, this has important implications. Firstly, to attract Gen Z, your marketing has to be interesting. Better still, if you really want to get this generation’s attention, your marketing should be useful. Gen Z is bombarded by hundreds of promotional messages every day. If a brand can offer something that is genuinely valuable it is far more likely to give you a precious piece of its attention.

Increased Levels of Activism

Gen Z is serious. Its members are driven to succeed, being 71% more likely to be willing to sacrifice free time to get ahead in their future careers⁴. They are also serious about social change with 76% of them happy to volunteer their time for good causes⁵. Gen Z members are activists. They strive to improve their own lives and the lives of people around them.

The last few years has seen the rise of purpose as a marketing tool, the mechanic brands use to demonstrate that they also care about improving people’s lives. Given the attitudes of Gen Z, it seems it is here to stay. To succeed with brand purpose, and to win the hearts of Millennials and Gen Z alike, the key is action. Brands must not just talk about their purpose, they must demonstrate their purpose through action in the real world. If they can make their purpose tangible, they will be able to win the hearts of Gen Z.

The world has changed a great deal in the lifetime of 84-year-old Senator Orrin Hatch. When Mark Zuckerberg was born, Hatch was in his early 50s and by the time Facebook had its millionth user he was 70. However, for the members of Gen Z, the world has been slightly more stable. They are digital natives, born and raised in the age of the internet. They are used to brands keeping their favourite digital past times free at the cost of adverts. Gen Z is quick thinking and serious. It has a different outlook to those who came before them and as its members mature into adulthood, brands will have a fantastic opportunity to become meaningful parts of their lives.

Source: ^1,2,3,4,5 YouGov (29^th April 2018)

Vaughan Edmonds is Planner at global brand experience agency Sense. Sense is a brand experience agency specialising in real world thinking and ideas. Sense manages experiential marketing campaigns from strategy to evaluation for clients including The Economist, Coca-Cola, Activision, Mars, Canon, Molson Coors, and Mattel.

Image credit: Elijah O’Donnell, Unsplash

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Accolade Wines has announced that its Echo Falls brand will be the drinks partner of what is likely to be the summer’s hottest TV show, Love Island 2018, on ITV2, and will be offering the chance to win tickets to the live Love Island final.

Accolade says that since its launch in 2003, Echo Falls has grown to be the second largest wine brand in the UK behind Hardys, with a sales value of £164m. Its sweeter styled Fruit Fusion sub-brand combines wine with other fruit flavours, including combinations such as strawberry and lime, raspberry and cassis and the UK’s favourite fruit fusion, Summer Berries. The Fruit Fusions range alone is worth over £60m annually.

Laurence Hinton, Brand Manager for Echo Falls, says: “We are partnering with what is probably the UK’s most talked about TV property with a huge appeal among our target audience of 18-24 year olds. Echo Falls is the second largest wine brand in the UK and this partnership allows us to tap into the fun, spontaneous side of our core consumer and engage with them on a new level. This partnership doesn’t just offer compelling airtime it translates into digital and word of mouth which is a key channel for our consumers.”

Last year’s series of Love Island was one of the biggest programmes of the summer with the final delivering ITV2’s biggest ever viewing figures.

As part of the partnership, Echo Falls will be creating co-branded bottles, and the Love Island logo will also appear on POS, in-store, social, digital and advertising. Echo Falls will be directing consumers who buy the limited-edition Love Island branded bottles to their Facebook page where they will be able to take part in a nationwide competition to win a pair of tickets to the Live Love Island final.

The brand new Echo Falls TV advertisement will also been seen across key advertising breaks around Love Island and Video On Demand around the show and other key programming, as well as featuring on the ITV Hub.

Hinton adds: “Our consumers are spontaneous and sociable and they are watching and participating in the Love Island experience which extends from broadcast to digital and generates high levels of conversation in offices, universities and homes across the country. Love Island is a perfect fit for Echo Falls as both brands attract people who have the same attitude and approach to life.”

Claire Heys, ITV Brand Partnerships and Content Director, commenst: “Love Island is one of the biggest shows on TV and I’m very pleased to welcome Echo Falls on board as a partner. We know that the start of the new series is a highly anticipated event and the success of the programme means we can offer amazing opportunities for brands to work with us.”

Accolade Wines is a major global wine business based in Australia. It began as Thomas Hardy and Sons, founded in 1853, and now has operations in North America, the United Kingdom, Ireland, mainland Europe, South Africa, Australia, New Zealand and Asia. At the beginning of April 2018, US private equity firm The Carlyle Group bought Accolade for Aus $1bn. The sellers were Australian private equity firm Champ, which owned 80% of the business, and US alcohol group Constellation, which owned the remaining 20%.

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New Zealand cheese brand Mainland has just run an innovative consumer promotion which subverts the idea the 21^st century consumers want instant gratification.

To underscore the brand’s long-running slogan, ‘Good Things Take Time’, its agency, Auckland-based Colenso BBDO, created a deliberately time-consuming challenge. The Mainland 2,000-Piece Voucher consisted of a jigsaw puzzle which, when completed, would entitle the consumer to 20kg of free Mainland Tasty Cheese or 50 packs of Mainland Brie or Blue cheese. Which prize consumers got depended on which of three versions of the puzzle they received.

The promotion kicked off on Facebook at the beginning of December 2017, with consumers invited to apply for a draw for one of 15 of the jigsaws by posting to Mainland’s Facebook page saying who they’d most like to complete it with.

The 15 people who won a jigsaw then had until January 28^th, 2018 to complete it, take a picture of themselves with it (clearly showing no pieces missing) and send it in via the Mainland Facebook page.

Mainland Group Marketing Manager Margaret O’Sullivan says: “‘Good things take time’ is such a strong part of our brand DNA, so we’re thrilled to be able to execute it in such a brilliantly simple way.”

Mainland and Colenso BBDO say that the consumers who got the puzzles spent hundreds of hours on them – the fastest completion time was apparently 45 hours.

A video of the promotion is available on Vimeo.

Mainland is owned by New Zealand dairy collective Fonterra, which makes around 30% of the world’s cheese.

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Wine brand Stormhoek, based in South Africa’s ‘Cape of Storms’, is running a neck collar promotion across Great Britain giving consumers the chance to win £50 every day until the end of March, plus entry to a prize draw to win Stormhoek wine for a year.

To enter, shoppers have to either buy a 750ml bottle or a 2 litre Bag-in-Box of Stormhoek Wines with a promotional neck tag from a participating retailer — Co-op, Sainsbury’s, Waitrose and Morrison’s — or post a comment on www.facebook.com/StormhoekWines/ saying where in the world they would most like to enjoy a bottle of Stormhoek.

Promotional bottles and wine boxes carry unique codes which consumers have to input on the promotional website, win.stormhoek.wine/, to enter the promotion. Posting a comment to the competition page on Stormhoek’s Facebook page will generate an email carrying another unique code. Tagging Stormhoek in a picture showing them enjoying the wine will earn them an extra five codes.

All entries to the daily prize draw will also be entered into the Grand Prize draw for the year’s supply of wine. There is a No Purchase Necessary route for entry to the Grand Prize draw.

The promotion was set up by Stormhoek’s PR agency, Manifest, and the promotional microsite was built and is being managed by promotional agency Brandmovers.

The competition is open to residents of Great Britain (England, Scotland and Wales) aged 18 and older. It opened at the beginning of December and runs to the end of March 2018.

The Stormhoek brand is owned by Origin Wines.

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Regulations governing how social media influencers advertise products online are confusing and unclear, with the UK public overwhelmingly believing the system should be more transparent, new research reveals.

The comprehensive survey into influencer marketing was carried out on behalf of Prizeology, a prize promotions agency specialising in promotional regulation and compliance. The survey looked at how the public perceive rules and regulations around influencer marketing.

The research, carried out on 2,015 members of the general public, looked at influencer marketing on social media platforms covering Instagram, Facebook, Twitter, YouTube and Pinterest. It overwhelmingly revealed a worrying lack of knowledge around the rules governing advertising by influencers.

A huge majority – 71% of people – wrongly believe that there are no regulations surrounding influencer marketing. Nearly two-thirds (61%) believe that influencers do not have to state that they have been paid to talk about a product – which is incorrect, because under consumer protection legislation, influencers must state if they are being paid to promote a brand’s products. The CAP Code, the code of conduct which is part of the UK’s self-regulatory system covering advertising and marketing in the UK, reflects and reinforces the legal position, and a number of complaints against brands have been upheld by industry regulator the Advertising Standards Authority for insufficient clarity in publicising commercial relationships with bloggers, vloggers and other social media influencers.

Half (49%) of the UK public were unaware of the relevant language or tags like #ad which are supposed to appear on paid-for posts to show that paid-for product promotion is involved; 33% of these were young people aged between 18-24, which suggests consumer confusion is not restricted to the older age brackets.

The research also clearly showed that the general public believes that they should be informed if people are being paid to promote products: 88% of the survey sample agreed with this statement, with 60% agreeing that their perception of a brand is improved when they are transparent about product promotion.

Sarah Burns, Managing Director of Prizeology and an expert on compliance and regulation in the promotional marketing sector, says: “The results are extremely interesting and overwhelmingly show a shocking lack of knowledge and confusion amongst all age groups – including teenagers – about the way that brands use social media influencers to advertise their products.”

Well over two-thirds (71%) of those questioned felt that more should be done to force disclosure.

Brands are also in danger of having their reputations damaged by lack of transparency, with 44% of those surveyed saying they felt that influencer marketing is damaging and 66% of people agreeing that their perception of a brand improved when they were transparent about product placement. Burns comments: “This should be a wake-up call to brands to make sure that they are acting within the rules when working with influencers. The public do not want to be duped and brands could suffer as a result.”

She concludes: “It is clear that this is an area of promotion that is growing rapidly, and the regulations need to be enforced more rigorously to keep pace with its growth. Now is the time to take action. I know the Advertising Standards Authority has committed to comprehensive education and enforcement this year, and our research shows that this would be welcomed by consumers.”

The survey of 2,015 people, representative of the UK by age, gender and region, was conducted by Vitreous World Ltd for Prizeology between January 30th and February 2^nd 2018. A white paper and full breakdown of the survey and results can be downloaded from the Prizeology website.

Prizeology is a prize promotions agency working with brands to engage customers. It specialises in compliance and best practice and helps brands and businesses run prize promotions which stick to the rules and regulations.

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The Marriott Rewards loyalty programme ran a 3,000,000 points giveaway in the UK at the end of January, to demonstrate that it offers much more in addition to hotel stays – and gave one lucky member a trip to the Super Bowl in Minneapolis, USA.

Marriott Rewards wanted to highlight the fact that its members can put their points towards exclusive money-can’t-buy experiences, such as Master Chef cooking classes, golf lessons with PGA professionals or trips to the Super Bowl.

Marketing agency ignis was briefed to support the Marriott Rewards programme and communicate its unique ‘Moments’ offering. It created a campaign on Facebook offering users the chance to win 40,000 Marriott Reward during the whole of January 31st 2018, enough to buy a hotel stay or a Marriott Rewards Moment.

To launch the campaign, one Marriott Reward’s Member and NFL fan was recently surprised at BBC Studios with an all-expenses paid trip to the Super Bowl in Minneapolis, USA.  A video features the winning fan, Lee, joining podcasters and BBC Radio Live NFL commentators Jason Bell and Osi Umenyiora on set as a ‘special guest’ – only to be further surprised with tickets to the 2018 Super Bowl (see pictures). The full video was broadcast across Marriott Rewards social channels and UNILAD on 31st January 2018.

Viewers were invited to comment on the video using the hashtag #MembersGetIt to be in with a chance to win points to put towards their exclusive Marriott ‘Moments’.

Lauren Fitzgerald, Manager, Portfolio Partnership Europe, Marriott International, said: ‘We worked in partnership with the NFL to create authentic content featuring a real Marriott Rewards Member. For us it was essential to capture a genuine moment of surprise and delight.”

Nick Peters, Executive Creative Director at ignis added: “The video and social activity demonstrates that by utilising partnerships effectively you can create inspiring content that will communicate the fantastic Rewards offering to a broad audience.”

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