SLEED’s Post

Hello Everyone! I hope you are doing well. I just got done with yet another assignment by Terribly Tiny Tales. This one was for their Strategy Masterclass led by Sitara Menon. The task was to Interview 5 people who consume Pepsi and another 5 people who consume Coca Cola. Ask them what they prefer about their chosen brand and what appeals to them over competitors. Then, by conducting a content analysis for both brands and: -Need to Identify competitive gaps for Coca-Cola and how they can solve them through content. -And to find Areas where Coca-Cola has a competitive advantage, and how it can continue capitalizing on them through the brand’s content strategy. Have a good read and let me know your thoughts! hashtag #ttt #wtspro #strategy #brandstragtegy #cocacola #pepsi #research

Introducing Colgate's Cutest TVC in Nigeria- "Let's have a Talk"🥁 🥁 From endless manhours spent implementing diverse feedback to finally seeing broad smiles on audiences' faces, it's truly fulfilling. 🌟🌟 Do watch and share your thoughts! "Na to do Yanga with your Smile" is a Pidgin English phrase that means "To show off your smile." Here is my journey for "Na to do Yanga with your Smile": 1️⃣ Strategic Briefing: Crafting a strategic blueprint that aligns brand objectives with target demographics, laying the groundwork for production. 2️⃣ Consumer Insights Dive: Delving into the depths of consumer psyche to unearth latent needs, desires, and barriers. 3️⃣ Identifying the Job to be Done: Distilling actionable insights that drive the brand towards disruptive communication, breaking through the clutter with impactful messaging. 4️⃣ AI-driven Relevance: Leveraging cutting-edge AI analytics, such as Kantar's AI-led link testing, to ensure every frame captivates, enhancing engagement and enjoyability of the ad even before production begins. 5️⃣ Pre-production Precision: Meticulously crafting a visual and auditory landscape that resonates with the brand essence. 6️⃣ Brand Identity Weaving: Integrating the brand into every fiber of the narrative, fostering recall and affinity. 7️⃣ Casting Brilliance: Handpicking talents who can captivate audiences and breathe life into the narrative. 8️⃣ Local Flavor Fusion: Infusing popular Naija music, adding recall value to our storytelling. Through relentless dedication and unwavering commitment, we've crafted an Ad that not only captivates hearts but also ignites conversations, propelling the brand to new heights. 🤞 Heartfelt gratitude to our exceptional team, whose efforts have transformed vision into reality. 🚀✨ Luca Caiafa Nicolas Lemaitre Sibongile Ramokoka Dimitri Guerassimov Guy Orsmond Vitor Menezes Selin H. Adrien Caquant Quentin Rabault Luis Andrés M. Barbara Safarova #marketingmanager #colgatesmiles #TVCommercial #Marketsharegrowth

In 2012, The Coca-Cola Company released an animated ad that humorously took on its longtime rival, PepsiCo. 🥤⚔️ While fan-made, many thought it was an official release, and it ended up making waves in the Cola Wars! 💥 This user-generated content didn’t just entertain – it shifted perceptions, showing Coke as a brand that can laugh at itself and its competition. 😆 By embracing this kind of creativity, Coca-Cola benefited from massive brand awareness and stronger loyalty. The Cola Wars never tasted this good! 🥇 Benefit from the Ad: This commercial went viral🚀, driving huge brand awareness and reinforcing Coca-Cola’s position as a brand open to playful competition. It brought fans into the Cola War debate, increasing consumer loyalty while promoting Coke’s cool, approachable image.🥇💥 Why it’s Important: User-generated content like this proves that fans can be the best marketers! 🎯, leading to organic reach and engagement. When content like this goes viral, it strengthens the brand’s connection with its audience without traditional advertising costs.💰🔥 🙌 Don’t forget to follow for more game-changing marketing insights. 💥 #battleofthebrands #viralmarketing #pepsi #cokevspepsi #colawars #cocacola

The Psychology Behind Coca-Cola’s Iconic Advertising Coca-Cola’s advertising success is built on a deep understanding of human psychology. Here’s how they do it: 1. Happiness: Coca-Cola consistently ties its brand to joy and positivity, making it a go-to choice when people want to feel good.    2. Nostalgia: By evoking warm memories, especially with classic imagery and seasonal campaigns, Coca-Cola connects emotionally with its audience, creating a sense of comfort and familiarity. 3. Consistency: The brand’s consistent messaging and instantly recognizable visuals (like the red logo) build strong brand recognition and trust over time. 4. Social Proof: Campaigns like “Share a Coke” tap into the idea that everyone enjoys Coca-Cola, fostering a sense of belonging and encouraging people to be part of the community. 5. Storytelling: Coca-Cola uses relatable and emotional stories in its ads to create a lasting impact, making the brand more than just a drink—it becomes part of life’s special moments. These strategies ensure Coca-Cola remains one of the most beloved and trusted brands worldwide. #CocaCola #MarketingPsychology #EmotionalMarketing #Nostalgia #BrandLoyalty #AdvertisingStrategy #Storytelling #LinkedInMarketing

🍽️ Transforming Food Marketing! 🌍 Discover groundbreaking food campaigns leveraging innovation and strategic planning to captivate audiences. From Cadbury's social media savvy to Snickers' clever search campaign, each case study sets new benchmarks for engaging advertising. Let's stay ahead in the evolving food industry landscape! 📈🍫📱 #FoodMarketing #Innovation #ConsumerEngagement

Most big budget "Anthem" commercials are made for marketers, award shows, ad pubs, and creative's portfolios. I showed this Colgate ad in a class of college kids. (Ages 22-46) I said, "Be honest with me, I want you to raise your hand when you'd skip it on YouTube, Insta or Tiktok." In less 10 seconds and EVERY hand was in the air. Now, this commercial is beautifully shot. And there's a compelling idea there. It's a nice spot. But when my students saw people filling in gaps in their teeth with toothpaste they laughed, (And not in a good way.) We have fun dissecting commercials from all over the world to learn about strategy that leads to a creative idea that leads to an ad. And selfishly, I used them as my own personal focus group. And this semester this has shown me that there's a big disconnect from what agencies are selling and producing and what people actually want to watch or engage with. Gone are the days of making spots that run exclusively on live events. A lot of brands media spend is on YouTube and Socials. Which means the control to watch or skip and ad is in the hands of the consumer. So it's on us not to rely on the mindset that, "If we make it, they will watch." They won't. We have so much content to choose from. Why choose a slow building anthem commercial that takes 20 seconds to get started when a fail video hits its funny in 5 ? Why watch an anthem about cars or shoes or hydration drinks when we can watch Nailed It! clips and Memes in the same time that that ad takes to finish? It's on us as creatives to do better. We have to give people something they want to watch. It's on us to be plugged into culture to see what people are watching and engaging with and then make content that can compete on that level. That doesn't mean big budget, it means disruptive ideas executed for where it will run. Marketers, it's on you to stop filling your briefs with so many USPs that your ads are skipped. Creatives it's on you to stop working in a silo. Be part of culture. Break your own echo chamber and know what others are doing, saying, thinking. It's not hard. We have the SAME access to pop culture as every consumer in any target market. If we make something people don't watch, or worse they laugh at, how is this going to lead to selling product? Which is what advertising is supposed to do, right? So as a 90 second anthem commercial celebrating gaps in smiles, this is good. As award show fodder, this is good. As internal presentation to C-suite it's good. (Until they have to show the results or the numbers behind the sales.) As a portfolio piece, it's good. But, as an ad that hopefully builds the brand in a way that creates loyalty or brings people to Colgate, it's not good. As an ad that takes forever to get started and will be easily skipped, it's not good. As an ad that supposed to sell toothpaste? Nah. That's my two cents which are worth FAR less in this economy. Thoughts? #Stayhungrymyfriends

When The Coca-Cola Company announced it sold 4 times more than Pepsi in 2001, PepsiCo responded with this commercial #innovation #creativity #business #BrandGrowth #content #marketers #DigitalMarketing #InnovationAtItsBest #InfluentialVoices #PowerOfInfluencers #socialmediamarketing #DigitalMarketing #BoostYourBrand #socialmediatips #socialmediaagency #agency #digitalmarketingagency

Great news! Unilever has been awarded Cannes Lions Creative Marketer of the Year 2024! This is a huge achievement, especially since the last time Unilever won this award was in 2010. Between then and now, Unilever has won a whopping 230 Cannes Lions. This outcome is a result of a focused effort to raise the bar on creativity. Some key learnings from my experiences over the past 10 years in this space : - Link the outcomes of enhanced creativity to superior business outcomes. We have pioneered new testing methodologies and attribution models to better embed the case with General Managers. -Land a clarion call-to-action with our agency partners and internal teams. Setting upfront clear expectations backed with focus in resource allocation, perseverance, and collaboration. -Resource multi-year internal capability building programmes. Our Get on the Frontline programme with a focus on Getting Real, Doing Good and Being Unmissable with our consumers. -Move from Marketing to Mattering via more purposeful brand positionings. Transition from advertising ideas for TV to social ideas that can inspire creators and consumers alike -Build stronger partnerships with social media platforms to executing better within each platform. -Recognize great work internally via internal awards and talent acceleration. A big shoutout to all our agency partners and Unilever teams who have collectively raised the bar on creativity. We could not have done it without you! Read more about this exciting news at the link below in the comments. #uniquelyunilever.

The number of coincidences between these two recent ad campaigns is adequately surprising! 1. Both ad campaigns are about tea brands - not the warm/hot chai, but tea, which is consumed out of a bottle, usually chilled. 2. Both are tea brands from cola behemoths - Coca-Cola's Honest Tea and PepsiCo's Pure Leaf. 3. Both ad campaigns feature famous women actors - Twinkle Khanna for Coca-Cola's Honest Tea and Lindsay Lohan for PepsiCo's Pure Leaf. 4. And here's the clincher: both ad campaigns offer the tea brand as a way to pause/take a break! Honest Tea positions the product as something Twinkle pauses and does something on her own. Pure Leaf's campaign is less subtle - it makes Lindsay Lohan hammer 'taking a break' almost as if they exist in a world where KitKat had not produced many, many ad campaigns and firmly associated themselves with the 'taking a break' positioning! Agencies involved: - Coca-Cola Honest Tea, WPP Open X. Campaign out on June 14, 2024. - PepsiCo Pure Leaf, Edelman. Campaign out on June 27, 2024. #advertising #marketing #tea #cola #beverage

Throwback Thursday: Celebrating the Iconic Cadbury Gorilla Ad 🦍 When we think about marketing legends, it's impossible to overlook the epic Cadbury UK Dairy Milk Gorilla ad from 2007. It was an ad that was as enjoyable as eating a chocolate bar. This classic campaign, featuring a gorilla drumming to Phil Collins' "In the Air Tonight," was more than just entertaining—it was a game-changer for Cadbury. 🌟 IMPACT ON SALES: The ad played a crucial role in revitalizing Cadbury's brand image following a challenging period. It drove a remarkable 10% increase in sales, underscoring the power of creative advertising in boosting brand performance. 🎯 MEMORABLE AND EFFECTIVE: Even without featuring chocolate, the ad left a lasting impression, with 76% of viewers recalling it was for Cadbury a decade later. This highlights the importance of creating memorable content that resonates with audiences long after the campaign ends. 🔍 STRATEGIC LESSONS: The Gorilla ad’s success demonstrates the effectiveness of aligning brand messaging with compelling storytelling. It reminds us that powerful, emotive ads can transcend traditional marketing tactics and drive substantial business results. At Ascenda Brand Marketing, we believe in crafting campaigns that not only capture attention but also drive meaningful engagement and results. Let's continue to push the boundaries of creativity and strategic thinking in our marketing efforts! #throwbackthursday #tbt #retroads #cadburygorilla #dairymilk #advertising #marketing #marketingstrategy #marketingexperts #marketingagency #ascendamarketing