Brand News #42: Top 5 Articles on Brands Launching New Campaigns

Each week, IDEON scours the web for the best branding stories. Here are this weekend’s must-reads.

Brands Launching Campaigns

This week’s notable stories saw airlines from Parker to Shazam embarking on new initiatives with varying degrees of success.

IDEON Helps Parker Rejuvenate Brand

We were thrilled to be with @ParkerLifeOrg (and see our work everywhere!) as they celebrate their first 110 years & launch into the future.

Parker is challenging perceptions about aging, expanding the idea of what it means to grow older in America, and how everyone can be#WithIt

The Best Mother’s Day Spots of the Year (So Far)

Some of the strongest, oddest and most affecting Mother’s Day spots this year. — Advertising Age

With campaigns ranging in tone from weepy (American Greetings) to weird (ew, Skittles), brands will likely spend around $2.5 billion on marketing Mother’s Day, 5% more than last year, estimated Robert Passikoff, president and founder of Brand Keys, which researches customer loyalty and engagement.

Dove Body Wash Bottles Show How Using Feminism To Sell Products Can Backfire

Behind the curve — Fortune

While the campaign isn’t a misfire on the scale of Pepsi’s recent “protest” commercial, it still feels silly at best, condescending at worst.

Bankrupt Again, This Time Alitalia Will Struggle to Find Rescuer

Amid Uber’s woes, ride-share rival will focus on emotional connections –Adweek

The account went to W+K after a late 2016 review that involved some of the hottest shops in the business like Droga5 and Alldayeveryday. “We are pretty selective, and for us this was a no-brainer,” said Wieden + Kennedy New York managing director Neal Arthur in explaining his agency’s attraction to the business. “We just love the category and how disruptive they are within it.”

Using Shazam To Counter Misogynistic Lyrics, And Other World Changing Ad Campaigns

Learn about the winner of the advertising category of Fast Company’s 2017 World Changing Ideas Awards–and the other innovative finalists — Fast Company

During the month-long “Songs of Violence” campaign, when someone used Shazam to identify one of the 300 songs tagged by FCB, they would instead hear one such survivor testimonial. Each song was matched with its own testimonial; a banner would cover the phone screen with information about abuse and violence.

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