Magnet 98
This week we’re talking about the industry forecast, and two clever campaigns.
Enjoy.
Campaigns:
Fentimans, the premium soft drinks and mixers brand, has created what it they are calling the world’s longest advert to highlight its own seven day botanical brewing process.
The ad, filmed in Northumberland with connections to the brand’s origins, aired from yesterday, and is running for seven days. Registering at 168 hours, it is 154 hours longer than the current record holder for longest ad, Old Spice.
“The 7 Day Botanical Brewing process is what gives our drinks the distinct and complex depth of flavour our customers know and love. What better way to bring our slow process to life, than to set it up for 7 Days for the world to see,” says Jayne Andrews, marketing director at Fentimans.
In support of the ad, Fentimans is running a competition across video-on-demand to give viewers the chance to win prizes such as a trip to New York and dining vouchers for London’s Sky Garden.
Heinz:
Heinz has unveiled a global platform celebrating the “irrational love” people have for the brand, inspired by true events.
This campaign is very interesting because it marks the first time in the brand’s 150-year history that Heinz has been unified under one creative strategy.
Created by Wieden & Kennedy, “It has to be Heinz” is based on fan stories about the brand, sourced from social media, news articles and through word of mouth.
The spots explore some of the bizarre, and sometimes socially unacceptable, ways people express their commitment to Heinz.
Industry FORECAST:
Advertising investment is forecast to grow by 3.3 per cent globally in 2023, according to the latest dentsu Global Ad Spend Forecasts report.
Overall, an anticipated US$727.9 billion will be spent worldwide by the end of the year, according to the mid-year ‘re-forecast’ of the twice-yearly report.
The adjusted dentsu Global Ad Spend Forecasts report for 2023 points to continued growth, albeit adjusted marginally downwards from the 3.5 percent predicted in the December 2022 report.
The report suggests growth driven by media price inflation rather than increased advertising volume, where advertising spend at constant prices is expected to decline slightly, with –0.6 per cent reduction year on year in the top 12 spending markets: USA, China, Japan, UK, Germany, France, Australia, Brazil, India, Canada, Italy, Spain.