Morning Update: Pernod Ricard set to disrupt; Instagram shop used by third of users; Deliveroo’s rebrand; trash talk with Andy Murray
Pernod Ricard is looking to introduce the Internet of Things (IoT) technology to more of its brands as it hopes to disrupt the market place and create an “ongoing conversation” with consumers. Its Malibu brand has already turned 40,000 bottles into ‘digital touchpoints’, offering consumers access to exclusive content simply by tapping their smartphone on the bottle.
Instagram has claimed fashion brands are most likely to succeed on its platform, with one in three of its 500 million global users having bought an item of clothing they discovered while using the social network.
Its latest report claims that an Instagram user interested in high street fashion checks their newsfeed 15 times a day. It also found fashion fans have 230% more followers than the average Instagram user and post three times as much, making them its most engaged segment of users.
Marketing Week: Is Deliveroo rebrand about gaining global appeal or reducing controversy?
As part of a major rebrand, Deliveroo has introduced a more minimalist kangaroo character while overhauling typography and staff uniforms with colourful new designs.
The original logo, along with its black and green rider suits, were designed by friends of Deliveroo co-founder Will Shu, who said in a blog post today (September 5) that it was necessary to rebrand following the rapid global expansion of the company. “Our identity needs to work a lot harder,” he admitted.
Tennis star Andy Murray has been on quite the tear recently, winning Wimbledon in July and the gold medal for men’s singles at the Olympics in Rio last month. But despite all of his success, many tennis fans rarely get to see Murray’s personality off the court.
Under Armour, for which Murray is a spokesman, is setting out to change that with its new digital content series, #Murrica, which launched last week at the start of the U.S. Open.
Ad Age: Just What Is the ‘Agency of the Future’ and Has Omnicom Built It?
Dedicated McDonald’s Shop Takes Leap Toward New Model, But It’s One of Many Approaches
Marc Pritchard might have said it best: “Frankly, your complexity should not be our problem, so we want you to make that complexity invisible.”
Addressing agencies at Ad Age’s Digital Conference in April, the Procter & Gamble Global Brand Officer added that “our expectation is that over time, our agency partners, whoever we choose, are going to be able to integrate [all of the workload], so you can get the production out, the distribution out as well as the creative out.”
The regional head of Fremantle Media, the production company behind killer TV formats such as Pop Idol, The X Factor, and Asia’s Got Talent, has questioned the involvement of brands in content creation, saying that some advertisers in Asia are still taking a “cookie cutter approach” as they attempt to build credibility as in the entertainment space.
Absolut: Your text under the video said more than the video. Promote that Absolut guy to senior management pronto.
Andy Murray: I love Murray. I really wanted to love this video, but it was too manufactured. All stiff and no 4th wall breaks.
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