Tag Archives: social responsibility

When is it Necessary to Rebrand?

Everyone is likely to be familiar with the pizza brand Papa John’s. And, many people likely also recognize the image of the head of the company, founder John Schnatter. After all, it’s his face and name on the company and the product. Schnatter’s entrepreneurial story has been a big part of the company’s brand image and his visage has prominently been featured in its marketing and promotion activities.

However, Schnatter’s name and face have been in hot water after he recently made a racial slur on a conference call with its ad agency. (Note: The agency dropped Papa John’s as a client after the call.) This comes on top of Schnatter’s controversial NFL statements a year ago, criticizing football players who knelt (instead of standing) for the national anthem, and blaming them for lower pizza sales.

Eventually, the NFL ended the Papa John’s relationship and signed with Pizza Hut as the official pizza partner of the NFL. Also breaking ties with Papa John’s is Major League Baseball, eliminating its co-branded marketing efforts.

The big question: Should Papa John’s rebrand?

Group Activities and Discussion Questions:

  1. Poll students: When should a company rebrand? What is the impact of a visible company leader who crosses a line in society?
  2. Divide students into teams. Have each team research and discuss what happened with Papa John’s in regards to negative press.
  3. Poll teams: Should the company rebrand?
  4. Have teams list what would be involved in order to rebrand. What should the new brand look like?
  5. View the response from Papa John’s to its customers: https://www.papajohns.com/open-letter/
  6. Debrief the exercise.

Source: CNN Money,  USA Today, Brandchannel.com, and other news sources

Leave a comment

Filed under Classroom Activities

Cannes Lion Awards: Best Outdoor Ad Campaigns

While today the definition of “outdoor advertising” for marketing goes far beyond the traditional highway billboard, outdoor advertising is still all about engaging the viewer. Billboards certainly have a place in marketing, and they are the most common form of out-of-home advertising that consumers see. However, marketers today can expand beyond a simple billboard sign on the side of the road, to an elaborate display on a beach of a whale sculpted with plastic trash.

Cannes Lions awards are among the most established awards for marketing, advertising, and creative professionals. The international competition includes three rounds of viewing, voting, and discussion and includes thousands of international submissions.

Among the top winners in this year’s category of outdoor ads:

  • Greenpeace Philippines, “Dead Whale”
  • Louvre Abu Dhabi, “Highway Gallery”
  • Hbo, “HBO’s SXSWestworld”
  • Burger King, “Scary Clown Night”
  • National Down syndrome Society, “C21”

Many of these examples include case studies and results. While it is tempting to think that an outdoor ad only impacts those who see it, in today’s fast-moving Internet-enabled world, a single outdoor installation has the power to span the globe and encourage change. Review the “Dead Whale” example of an outdoor display from Greenpeace Philippines to see just how powerful one advertisement can be.

What did you see today outdoors?

Group Activities and Discussion Questions:

  1. Poll students: How many different types of outdoor ads can they recall?
  2. What specific ads can they recall? Why?
  3. Discuss with the class the different forms out-of-home advertising.
  4. Show the Cannes Lions Web site: https://www.canneslions.com/our-awards
  5. If you do not have access to the Cannes Web site (sign-up is free), the ads can be found on Ad Week: https://www.adweek.com/creativity/the-12-best-outdoor-ad-campaigns-of-the-year/?utm_content=position_5&utm_source=sailthru&utm_medium=email&utm_term=AW_Adfreak&utm_campaign=Adfreak_Newsletter_2018062914&s_id=516e0a4d191b2a646da5e880
  6. Divide students into teams. Assign each team a different campaign to review and analyze.
  7. Have each team debrief their analysis for the class. Have the class vote on their favorite and least favorite campaign. Why was it selected?

Source: Griner, D. (28 June 2018). The 12 best outdoor ad campaigns of the year. Ad Week.

 

Leave a comment

Filed under Classroom Activities

Paper, Not Plastic

Plastics and trash are quickly mounting and are endangering the beauty and health of our environment. All acts – large and small – are important to protect the environment. As consumers, we recycle, repurpose, or try to reuse. And, for corporations, the stakes are even higher as they look at their responsibility to people and the planet.

Many corporations have committed to reducing waste in their operations. For example, McDonald’s committed to having 100% of its packing globally come from renewable, recycled, or certified sources by 2025. And, beginning in September 2018, McDonald’s in the UK will be replacing plastic straws with paper ones. McDonald’s has 1,361 outlets in the UK and it uses around 1.8 million straws per day in the UK alone. While it may seem like a small item, plastic straws are the sixth most common type of trash on a global scale. Because of the plastic’s composition, it is difficult to recycle plastic straws.

McDonald’s is implementing the program in response to petitions calling for the switch from plastic, warning that plastic straws pollute the oceans, harm seabirds and marine life. An estimated 1 million birds, and more than 100,000 sea mammals die each year as a result of eating or getting tangled in plastic waste.

Let’s skip the straws.

Group Activities and Discussion Questions:

  1. Discuss the importance of social responsibility.
  2. What is the triple bottom-line for social responsibility?
  3. View video on the McDonald’s change: https://youtu.be/wH61dYMieJo
  4. View Blue Planet video clip about plastic waste: https://youtu.be/I4QNolP7Khc
  5. Divide students into teams. Each team should identify a simple environmental problem and a solution.
  6. How should the solution be marketed?

Source: The Guardian, New York Times, Brandchannel.com, other news sources

Leave a comment

Filed under Classroom Activities