Magnet 87

Welcome to this week’s edition of magnet. Spring is almost here and this week we’re discussing some clever campaigning, and how brands have been helping in efforts after the devastating earthquake in Turkey and Syria. Yesterday, we posted about the timeline of LGBTQ history in the advertising industry, and how we can do better going forward.

Grab a cuppa, and happy reading.

Campaigns:

Cawston Press  teased the launch of its own Lilt-like drink after Coca-Cola announced that its Lilt brand will be scrapped on valentines day. (What a way to break hearts!)

Coca-Cola has rebranded Lilt as Fanta Pineapple and Grapefruit, even though the original brand has been in production for nearly 50 years. Cawston Press, a British drinks brand jumped on the relevancy of the topic and launched a campaign to tease its own tropical fizz.

The jury’s still out on whether Cawston will wade into the space Lilt left behind though, with the poster asking consumers: “But should we make it?”

So far, the campaign has launched across the brand’s social channels, as well as an Instagram poll to test the demand for the brand's take on the soft drink.

Campaigns: Peanut Butter taking over Easter Chocolate?

To mark Easter, Hershey’s owned Reese’s is pouring its creamy peanut butter directly into a chocolate egg. Created by Mother London, the fun-filled campaign plays on the brand's notable orange and brown colour palette as a sultry voiceover from comedian Henry Paker entices the viewer.

At the time, Jackson Hitchon, general manager of Europe and world travel retail at The Hershey Company, commented: “We know Reese’s is deliciously different, it is not your ordinary product and that is something we celebrate - we want everyone to taste the combination of chocolate and peanut butter goodness and love that difference. We wanted to show our fans and future fans the dedication we put into bringing these two flavours together. In a number of – anything but ordinary – scenarios”.

How brands are helping in the aftermath of the devastating earthquake:

Some of the world’s largest companies have offered resources in Turkey and Syria as the two countries recover from 7.8 and 7.5 magnitude earthquakes. 

In just over two weeks since the disasters, the death total has surpassed 40,000. United Nations emergency relief chief Martin Griffiths has predicted that figure could rise above 50,000. 

Here’s how some brands are using their resources and influence to make a difference.

Kraft Heinz

Chief communications officer Kathy Krenger said on LinkedIn that the global food company is donating $500,000 to the Red Cross to support humanitarian aid efforts in Turkey and Syria. 

Uber 

The ride-hailing platform released a statement detailing its response, including launching a designated option in the Uber app in Istanbul called Earthquake Support. 

The feature allows users to donate essential aid supplies by “calling a taxi free of charge who collects their donations and brings them to dedicated relief centers managed by the Istanbul Metropolitan Municipality.”

Uber is also making a $100 million donation to local nonprofit Ahbap and supporting blood donors with travel from Turkish Red Crescent blood donation sites in Istanbul, Ankara, Izmir, Antalya and Adana.

Starbucks

In a blog post on Thursday, the coffee maker said the Starbucks Foundation, Starbucks Corporation and brand franchise operator Alshaya Group have committed to donating $1 million total to nonprofits focused on providing immediate relief and aid. 

Those organisations include Red Cross’ global Red Crescent teams, World Central Kitchen, International Rescue Committee and Planet Water Foundation. 

Starbucks added that it operates more than 600 stores in Turkey, and that it is “working closely with our licensee and local leadership to ensure our partners and their families are cared for.”

Boeing 

As well as a $500,000 donation through the American Red Cross, Boeing said it will match dollar-for-dollar donations from employees. 

“Our 156,000 teammates at Boeing stand with the people in Turkey and the region during this challenging time. We are proud to work with aid agencies to quickly bring help to those in need," said Boeing international president Dr. Brendan Nelson, in a statement. 

The aforementioned brands’ relief efforts follow the 2023 Edelman Trust Barometer report, which has found that business is now viewed as the only global sector that is both ethical and competent. 

Edelman’s findings, as well as CEO Richard Edelman himself, encouraged businesses and, particularly, their leaders to continue taking a stance and publicly speaking up on societal events- especially where they can help.