Tag Archives: advertising

More Brand Experiences with Cafes and Hotels

It seems to be increasingly common for brands to open pop-up stores and restaurants designed to give consumers a unique experience, not just a normal shopping trip. In the past year or so, we’ve covered Taco Bell’s branded popup Hotel in Palm Springs, Nutella’s Café in Chicago, Cheetos popup restaurants in New York, and more. Now entering the fray are two very old brands looking to provide new consumer experiences: Oreo and KFC.

First, Oreo has opened an Oreo café in the American Dream Mall is East Rutherford, N.J. It is the cookie brand’s first stand-alone shop and is designed to give fans an engaging environment to explore – and eat! The menu of items includes a menu of Oreo-infused deserts from cheesecakes to milkshakes. And of course, Oreo merchandise is also available to purchase.

Next, KFC is taking on London by opening a pop-up hotel named The House of Harland (the Colonel’s middle name). The KFC Hotel offers “the spiciest stay of the summer” for a short time this summer. It’s a first-class experience that begins with “The Colonelmobile” black Cadillac to pick up guests and deliver them to the hotel. Once guests arrive, they will be greeted by the “Chick-In” Clerk. The experience continues with chick-flicks (get it?) playing in the cinema room. Bedding and wallpaper will be covered with chicken images and a special hot line chicken phone can get your cravings satisfied right away!

All these experiences are making me hungry!

Group Activities and Discussion Questions:

  1. Discuss the increasing use of experiential marketing for brands.
  2. How does this fit into a marketing campaign?
  3. View Oreo café video: https://youtu.be/yqNSfgMOTjM
  4. View the Oreo website: https://www.oreo.com/
  5. Information on the KFC Hotel: https://global.kfc.com/press-releases/house-of-harland-a-kfc-themed-staycation
  6. View the KFC Hotel video: https://youtu.be/b72c_vdWbQY
  7. Divide students into teams. Have each team select a brand and create an experiential campaign for consumers.

Source:  Ad Week

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College Athletes Can Now Make Money

It’s been a long time coming, but finally college athletes can make money! A new NCAA policy allows student athletes to earn compensation by marketing their name, image, or likeness (NIL). This is a big shift in policy from the NCAA which has long banned college athletes from receiving any compensation other than tuition.

The new NIL rule will let student athletes earn income from licensing merchandise, podcasting, offering lessons, promoting brands, opening businesses, and other deals. In addition, student athletes can use their personal brands to earn money. Many athletes have a strong social media presence that can be leveraged into marketing brands and products.

On July 1st, hundreds of student athletes announced deals for NIL.  Big winners right away were sisters Hanna and Haley Cavinder, basketball players at Fresno State who are now spokespersons for Boost Mobile. Auburn football players Bo Nix and Shaun Shivers also announced partnership deals (with Milo’s Tea and Yoke respectively).

Some athletes will be paid for appearances, others will endorse products for payments, and still others are launching merchandise lines. The deals are not necessarily tied to sports. Athletes are now able to earn income from gigs as musicians, designers, and artists also.

It’s important to note that of the hundreds of thousands of college athletes, many will not benefit from the NIL policy. Athletes still cannot be paid directly by colleges beyond their attendance costs, nor are athletes to be considered employees of the colleges. But the opportunities are now there and will certainly influence sports and business.

The times are indeed changing.

Group Activities and Discussion Questions:

  1. Poll students: What is their opinion on the new NCAA policy that allow student athletes to profit off their name, image, and likeness?
  2. What are the positives and negatives for the policy?
  3. How will this policy impact marketing activities?
  4. Show video about the college athlete pay debate: https://youtu.be/q8dtMX_wXNY
  5. Show Open Sponsorship website: https://opensponsorship.com/
  6. Divide students into teams. Have each team develop ideas on how businesses could use college athletes in their marketing.

Source:  Ad Week; Assoc. Press; CNBC; NBC Sports; New York Times; other news sources

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Victoria’s Secret Updates Brand Personality

Branding is a critical thing – while usually a strong marketing point, it can also be used to defeat you. Think about brands that need to be revised, even if they have a strong position.

Let’s try it. What is the first brand that comes to mind for the phrase “sexy women’s lingerie?” Go ahead, think. I’ll wait. (Yeah, right, I don’t need to wait more than a brief second.) You said “Victoria’s Secret,” right?

Now, picture the Victoria’s Secret’s advertisements and images. The images focus on bodies that would be at home in Playboy magazine; bodies encased in wings, feathers, bangles, and sparkles.  Sexy supermodels. Remember the Victoria’s Secret Angels and TV fashion show? Certainly glitzy and entertaining, but not really an honest portrait for or of the average woman, and certainly not an image that connotes strong, fearless, women and their accomplishments.

The brand has recognized that it needs a refresh for today’s culture, and to that end has garnered representation from female trailblazers and icons including: Megan Rapinoe (soccer), Eileen Gu (Chinese American skier), Paloma Elsesser (biracial model and size 14), and Priyanka Chopra Jonas (Indian actor and tech investor), Valentina Sampaio (Brazilian trans model), Adut Akech (South Sudanese refugee and model), and Amanda de Cadenet (photographer).  Not a supermodel in the bunch.

Victoria’s Secret new approach is to become a leading global “advocate” for female empowerment, focusing on women’s reality rather than male fantasy images. The stakes are high. With a market share of 21%, revenue of more than $7 billion, 1,400 stores, and 32,000 retail jobs the company has a lot on the line. Critics decry the company’s links to a misogynistic culture that honored sexism, sizeism, and ageism.

Looks like rebranding can be a good thing.

Group Activities and Discussion Questions:

  1. Poll students: What brand comes to mind when you say “sexy female lingerie?”
  2. What images come to mind for Victoria’s Secret? What do the models look like? What is the focus of the advertising?
  3. Does this focus reflect today’s female culture?
  4. What do students think could be done to bring Victoria’s Secret branding to a more relevant place?
  5. Show a recent video: https://youtu.be/Pe3Nob7QM28
  6. Show the website: https://www.victoriassecret.com/us/
  7. What brands compete with Victoria’s Secret?
  8. What is their positioning?

Source:  New York Times; other news sources

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