Here’s our round up of the top five pieces of marketing news you need to know about this week…
1. Danone focuses its new campaign at “lads”
Danone is on a mission to change the public perception of yogurts with their new #HungerCry campaign will target men in the 20 to 35 age bracket who don’t see yogurt as a viable snack option. The campaign will consist of content created from an experiential event in London. Voice activated vending machines will be placed in several locations and yogurt will be dispensed to passers-by who prove their hunger by shouting loudly. The campaign will also be pushed by social influencers such as Ben Phillips and Anto Sharp, who are “well-loved across the LadBible demographic” who will also film themselves publicly performing 'hunger cries' and then share via their social media platforms.
The main objective of the #HungerCry campaign is for Danio to branch away from being seen as a female orientated product and be seen as an answer to male '4 o’clock hunger pangs', which according to research is the time most people are hungry. The firm believe unlike brands such as Pepperami or Snickers, yogurts are not considered a snack option for males due to how they have been previously marketed within the UK. The campaign will be running through until 20th July.
Read more about #HungerCry here..
2. Manchester United has become the first BILLION dollar football brand
Despite two trophy less seasons it was announced this week in the Brand Finance Football survey that Manchester United had become the first billion dollar football brand with a huge 63% increase on the clubs 2014 figure.
David Haigh, of Brand Finance, said: “Manchester United’s success has been masterminded by Ed Woodward, the Ronaldo of football’s commercial sphere.”
The boost has also been aided by their seven year sponsorship deal with Chevrolet believed to be worth £47million, plus another £750million over a 10 year deal with new kit provider Adidas worth almost triple than their previous deal with Nike. Another €12m minimum is expected from broadcasting income next year if the team make it through the play offs to play in the Champions League.
Find out more about Man United's news here..
3. The launch of Apple Music
This week (8th June), Apple launched its music streaming service ‘Apple Music’ which is promising to rival Spotify, Pandora and Tidal.
Available from the 30th June to iOS 8.4. users, Apple Music is offering 30 million tracks at a price of £9.99 a month, exactly the same as their closest rival Spotify who already have more than 60 million users worldwide after already being on the market for five years.
As well as their streaming service, Apple Music will also bring Beats 1 a 24 hour radio station with shows hosted by former BBC Radio 1 DJ Zane Lowe in LA, Ebro Darden broadcasting from New York and Rinse FM's Julie Adenuga from London.
The final new feature unveiled was Apple Connect allows, which allows artists to share content with fans and connect on a one to one basis.
Want to know more about the launch of Apple Music? Check out Mac World's extensive article..
4. Virgin Money launch new Sex Pistols card designs
To celebrate 38 years since their signing to Virgin Records, Virgin Money has launched an exclusive range of Sex Pistol themed credit cards. According to the brands marketing director Paul Lloyd the move is part of their quest to “shake up UK banking”.
The new cards let the design take centre stage with personal details on the back of the card as opposed to the usual lay out.
However Virgin Money doesn’t believe this just to be a ‘cool’ promotion, they believe that their bank and The Sex Pistols actually share similarities.
Paul Lloyd added, “Virgin Money identifies with punk rock. The Sex Pistols challenged the established ways of thinking and we are doing the same today in our quest to shake up UK banking”.
You can read more about Virgin Money's new launch here..
5. Vita Coco launch 'Stupidly Simple' campaign
On Monday Vita Coco launched it's £2million 'Stupidly Simple' campaign. The key aim of the campaign is drive the 100% pure ingredients of Vita Coco with social, digital, outdoor and retail activity including 21 ads around London's Waterloo Station.
“We want to keep things simple, remind everyone what Vita Coco is all about - natural hydration, no messing around - just like sticking a straw into a green coconut", says Giles Brook, CEO of Vita Coco EMEA.
Pip Brook, Vita Coco’s EMEA marketing director, told Marketing Week: “Our positioning is all about being an everyday, natural lifestyle drink."The brands target audience is the 'healthy active influencer, aged 25-39'.
After a successful launch in the US the company is going from strength to strength with global sales of Vita Coca hit $420 million in 2014 up from $267.5 million in 2013 and in 2014 it was the UK's fastest growing non alcoholic beverage.
Read more about the Stupidly Simple campaign here..