Welcome to Friday Fives, Vol. 296
Every Friday, we highlight five things we have on our radar that we think should be on yours, too.
This week, we’re taking our brands to go, setting our sights on solar-eclipse marketing, taking a byte into video game design, leaving our streaming blues in the past, and learning lessons in girlhood branding.
01. On-the-Go Branding Gets More Mileage
As early as Oscar Mayer’s hot-dog-slinging weenie trucks, on-the-go branding tactics have been useful. Now in our digital age, road-trip marketing campaigns, from Alice’s mushroom mobile to Cabinet Health’s eco-friendly hatchback, are going further than ever. The method offers visibility and can give a brand content opportunities to create viral marketing moments. In a world where media like on-the-street interviews are 90% of what you see when scrolling, candidness and true pedestrian interactions gain clout–and serve as the most authentic promotion. Yet with social media virality becoming easier and easier, going that extra mile via truck makes all the difference. Pimping your ride proves that your business means business.
02. Solar-Eclipse Marketing Is a Sight for Sore Eyes
It’s time to get shady–literally. Among brand celebrations like Sonic’s Blackout Slush Float and Southwest Airlines x Omni “Solarbration” sweepstakes, Warby Parker and New York City libraries are taking advantage of an astronomical opportunity that is fitting for each of their offerings. Both are giving away free solar-eclipse glasses for the upcoming spectacle on April 8. Protecting your peepers is a valuable mission for Warby Parker and the library, as sight is a core component of each, so this not only drives visibility but also furthers their brand goals and personalities. This moment proves that there should be significance and thought behind choosing cultural moments to represent and play with. It speaks volumes about your brand–and in this case, shows it.
03. A Respawn of Video Game Design
Video game visuals can take you to worlds you never imagined, like apocalyptic zombie cities or the Studio-Ghibli-inspired kingdom of Hyrule, but they can also take you to equally visually appealing places like a café or a backyard. Though the medium was once given little artistic merit and viewed as only a niche interest, video game design is finally being treated like the cinematic and experimental medium that it is as it becomes more daring and genre-ranging. Players aren’t just interested in banging on a controller (though sometimes failing a level for the eighth time calls for it). They’re interested in the way visuals, whether hand-drawn-looking or CGI, and even successful game soundtracks can push a narrative or gameplay forward and immerse them in a new world–even if it’s one that makes them rage-quit. We’ve all been there.
04. Disney+ Wants a Seat at the Grownup Table
Disney+ is no longer green when it comes to marketing itself. Like the many Disney Channel stars who came before, they’re turning to a rebrand to prove they’re all grown up. The dark blue color of their app icon has changed to an “Aurora” teal, partly to signify their integration with green-colored Hulu. But the new hue may also be making a point to stray away from their “family-friendly” blue reminiscent of the Walt Disney castle logo, which reminds us all of being kids rewinding a VHS tape of “The Little Mermaid” for the millionth time. For an established and beloved name, a rebrand for media of all ages and genres may not be simple, especially in an era where nostalgia is one of the biggest marketing tools we’ve got. But Disney+ isn’t doubting the power of using color psychology to grow up a bit and leave Neverland behind.
05. Time To Start Not Acting Your Age
In a social media landscape that brings skincare to young girls and frills to grown women, age is becoming just a number. When it comes to consumerism and branding, the lines between the age brackets have blurred. Tween doomscrollers are becoming addicted to beauty-focused content and TikTok Shop purchases where retinol is one click away rather than a trip to the mall and an argument with mom. Meanwhile, adult women are clinging to their lost girlhood with coquette trends and even designer runways with school-girl inspo. The marketing lines are blurring via social media, and content is now for anyone and everyone to see, meaning no one is truly advertising to the 10–16 age range anymore. If Limited Too was looking to make a comeback, now is certainly the time.
Clients in the News
This week, we’ve also got five spotlights to share for some of our favorite collaborators.
Yuzu
Cindy Lim, Head of Brand at Yuzu, the freshest Asian dating/social app in the market, was interviewed by JoySauce on the app’s conception, and its take on building community.
Allergan Aesthetics
We’re excited to announce that Allergan’s SKINVIVE by JUVÉDERM® was named “Best Injectable Moisturizer” by NewBeauty.
Sanzo
And, we’re feeling bubbly now that Sanzo, the Asian-inspired sparkling water brand, is available in all 5 flavors at every Whole Foods Market nationwide.
PPL
Over in the world of sports, PPL, North America’s first pro padel league, was featured in a Sportico article all about how they are scoring big in the U.S, including announcing Adidas as a court sponsor.
Partake
And in honor of Women’s History Month, Partake, a gluten-free, allergen-free cookie brand, was highlighted on TODAY for being woman-owned and carving out delicious flavors in the snack space.
