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Marketing basics from Taco Bell's incoming CEO and more takeaways from CREATE: The Experience #Operations Read more ⬇️

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What has been the most difficult brand to deliver marketing activity on for you? I think marketers learn the most when they work on challenging brands and challenging situations. Not when it’s plain sailing. I’ve worked on a number of really difficult brand challenges: At Camelot, former operators of The UK National Lottery, I was marketing scratch cards and draw games which result in you losing your money 4 times out of 5. I was selling a dream, not a reality. At Diageo, I was marketing Smirnoff Vodka. Colourless. Odourless. Tasteless. Highly competitive market. And heavily regulated. At Lily's Kitchen and The Collective UK | B Corp™ I was marketing a super premium priced product in commoditised markets. And now at LockSmith whilst my focus is on helping marketers learn how to be better at their jobs, I have to market our services to businesses who might put little budget into training or indeed little faith into marketing. All of these experiences make me a better marketer. What about you? What’s been the toughest challenge that taught you the most? #marketing #personaldevelopment

It has been a wonderful challenge to develop the new campaign for Ritz crackers for Mondelēz International. The campaign ‘Ready when you aren’t’ marks the return of the nation’s most loved snack biscuit to British TV screens for the first time in over a decade. We all want to welcome our guests in the best possible way even when we get caught slightly unprepared by guests arriving early or the in-laws just pitching up unannounced. Yet the easy to serve, delicious taste of Ritz is always on hand to save the day and make them welcome. And Andrew Tindall from System1 has given the campaign a great review having tested it: ⭐️ "The creation of a new fluent device. "Ready When You Aren't" is a repeatable and ownable creative concept. A scenario that can get played out time and time again. Just like "You're not you when you're hungry". Without this line, the story & humour wouldn't make sense which forces you think about the brand benefit before you even understand what's going on. Each time a fluent scenario gets repeated, ads get more effective as you build more memories, as Orlando has shown with the IPA (Institute of Practitioners in Advertising)." ✍️ "They've differentiated a damn CRACKER in a box. You heard me. Ordinary to extraordinary. The quickest, simplest treat for guests. No, this isn't the ONLY cracker in a box. But it's the one that requires the LEAST thought to prepare. Superlative associations to carve out clear positioning. "Relative differentiation" as Mark Ritson shouts from his chair in Tasmania." A huge well done to the team, Chris Birch, Jonathan Parker, Jim Capp, Dan Glover-James & Elias Torres, Matt Smith, Charlie Griffith, Kitty Burroughes and our brilliant clients, Elise Burditt, Declan Duggan, Ella Jonas.

This day was a very fun and eye opening day. We begun meeting with Tracy Shub Knauer, VP North America Marketing, E-commerce & Consumer Analytics at New Balance. Then went onto a tour and talk at The Boston Beer Company. The meeting at New Balance was very open and insightful as we learned about how they have delved into different industries including basketball, athleisure, football and their original industry of running. This became very informative as Tracy went into how the company had gone into too many industries and became complacent within their running sector. This allowed more market share to be occupied by the large brands such as Nike and Adidas but also open the door to newer brands to boom including Hoka and On. It was then interesting to learn about their strategy to try and take back the market share that they had lost over the last 4 years. In between the meetings, we took a guided tour around Harvard University. It was interesting to learn about the history of the college and see where many extremely successful people had stayed on the campus. It was also fun to see where the crew from Harvard on the Friday at Henley Royal Regatta had all come from. The Boston Beer Company was a very fun and engaging meeting. Beginning with a tour and tasting of some of their most iconic Samuel Adams beers while witnessing the process taken in their brewery on site. This meant that we could learn about the internal operations of the company with a manufacturing view and a strategy and innovation view point from Joseph McGrail, MBA, who is the manager of E-commerce sales at Boston Beer Company. It was interesting to see how they have had to be fluid in which products the push to market depending on the social preferences to certain drinks. An example of this was the boom of hard seltzers which led BBC to produce the truly hard seltzer which became their number one selling product in just 2 years. The power of innovation and understanding the market.

I spent Friday in Sydney at the Foodpreneurs Festival. It was a fantastic opportunity to hear from brands and experts in this space and take on their learnings and knowledge. I left the event feeling inspired and ready to action with Adapt Drinks. Here are some key takeaways I thought I would share that stood out for me and might be helpful to other small biz folks out there: Page 1 From co-founders at Bae Juice Tim O'Sullivan and Liam Gostencnik - providing product at aligned events works but not always instantly (this links into the last point from Hannah Murphy below). Page 2 From co-founder Matt Jones of Four Pillars Gin - brand is trying to build positive bias towards your product. He talked through how at Four Pillars they create community touch points throughout the entire business and create trust to build their brand. Page 3 From Matthew Squadrito and the team at Squad Studio - "Your product is an experience. Storytelling is emotional connection. The power of collaboration." They provided brilliant case studies of these key points in action and you can see them on their website if you want to take a look - some stellar packaging designs! Page 4 From the Owner of Natural Raw C Scott Mendelsohn - it always takes longer and costs more than you planned. Was comforting to know I am not alone on this one! Page 5 From the Director @ One Seen Bean™ Luisa Ford - a reminder of how much more it costs to acquire a new customer compared to retaining an existing one. Pages 6 - 8 From Hannah Murphy at Tracksuit - in brand tracking, consideration is a lead indicator of future sales. Brand marketing is needed to build familiarity and drive consideration. Getting your product out there at aligned events as recommended by the team at Bae Juice (the first point above!) can help get your product into the consumers' consideration set. Thanks to Chelsea Ford for putting on the wonderful Foodpreneurs Festival and for Madonna Melrose sponsoring my ticket!

Many creators gaze into the future, but I find my inspiration in the past. In my series "Iconic Advertising of the 20th Century," I will delve into campaigns that revolutionized the world, starting with the beloved lager, Heineken. This is the story of the famous Heineken campaign that left an indelible mark on the world of advertising and became a symbol of beer culture. Campaign Name: "Heineken Refreshes the Parts Other Beers Cannot Reach" Years: Mid-70s to early 90s Launched in 1974, this iconic Heineken campaign flipped the script on beer advertising. The slogan "Heineken Refreshes the Parts Other Beers Cannot Reach" became incredibly famous and was associated with moments of joy and refreshment. The commercials showcased how Heineken brings joy and refreshment to the most unexpected and inaccessible places, both literally and metaphorically. The innovative and audacious approach to advertising allowed Heineken to craft an unmatched image and become a leader in the industry. The campaign successfully united and diversified the audience, captivating attention and inspiring. The "Heineken Refreshes the Parts Other Beers Cannot Reach" campaign pioneered the use of humour and symbolism in alcoholic beverage advertising. Its influence is still felt today — it not only heightened Heineken's popularity but also spurred other brands to adopt bolder and more creative strategies. Immerse yourself in the atmosphere of this campaign by watching the original commercial: Heineken Refreshes the Parts Other Beers Cannot Reach. This campaign has become a classic, showcasing how a creative approach and amusing ideas can transform a product into an integral part of culture and lifestyle.

Make your restaurant stand out by using these techniques 🙌🏽 Watch the Full Video on the YT Channel Five Star Conversations in the Sun City 🌞 Direct 🔗 in the comments 👇🏾 #kendricklamar #productplacement #restaurantlife #restaurateur #restaurantbusinessadvice #supportlocal #marketing #branding

Isn’t this #JawDropping? 😲 Another level of product marketing by Outback Steakhouse! 🙌🏼 Drink Name: The Aussie Jawssie 🦈🍷 The best part is you get to keep the shark 😁 #Creative #ProductMarketing #Outback #Hospitality #CreativeMinds #Marketing