Personal Branding
Want to be CMO? Prudent building of your personal brand on social media – especially Twitter – could get you there, researchers find.
ADVERTISING CAMPAIGNS
Another beer brand pushes for ‘time out’ from crazy work schedules
By our News Team | 2022
The increasingly blurred lines between work and private time have inspired clever campaigns from both Heineken and Stella Artois this month.
It seems that international beer brands are strongly pushing the idea of consumers taking ‘time out’ from their increasingly hectic schedules that blur the lines between work time and private time.
In early June, Dutch-based Heineken unveiled a new campaign called ‘The Closer’ and, along with creative communications partner Publicis Worldwide, suggested that stressed-out employees use a near-magical bottle opener that will immediately shut down all work apps and work-related devices whenever it is used to open a bottle of beer (Heineken, of course…).
Photo credit: Stella Artois
Now Stella Artois, the Belgian-based brewer, has launched a campaign that invites everyone to make time for life. Titled ‘Sign Off, Dine In, Bon Appetit’, it recognises that work life and home life have blended into one and honours meal time as an important way to savour life.
“For many, dinner has become another check on the to-do list, instead of a special moment to enjoy with those who matter most,” the company said in a media statement issued in New York.
“Many of us have normalised eating meals whenever it’s most convenient and sometimes even in the midst of our workload,” Lauren Denowitz, US Head of Marketing for Stella Artois, is quoted as saying in the statement.
The joy of sharing at-home dining
“Stella Artois wants to help pour life back into these everyday meals and inspire consumers to bring the joy and connection that comes with sharing at-home dining experiences.”
The company calls it a 360-marketing campaign which includes television, OOH and social media roll-outs.
Releasing a new short film titled “ It’s Time To Dine Again ,” Stella Artois playfully highlights the need for consumers to flip their mindset – and their tables – to once again savour the meal occasion.
The film starts with a woman working hard at home, when her loved one walks into the room with two Stellas in hand, inspiring her to sign off from work and make time for dinner. With a simple flip, the table previously covered in work materials transforms into a beautiful dining experience.
“The spot demonstrates how a perfectly poured Stella Artois can inspire everyone to make time for moments worth savouring, especially moments spent dining with loved ones,” the brand says.
Brand Experience
When marketing sports products, brand experience may not increase satisfaction, but it can alleviate or eliminate uncertainty.
Public Relations
Aim is to further develop the consultancy’s digital expertise in the areas of social, experiences and content.
Brand Milestones
Created in 1932 in a small carpentry workshop in Denmark, Lego has since evolved into a huge global brand valued at over US$9-billion.
Public Relations
Communication firm receives recognition for its work on the 2021 Marine Protected Areas (MPA) Day campaign.
Corporate Social Responsibility
Many firms leverage social initiatives to generate positive publicity, to attract the best talent, and to keep pace with their competitors.
Marketing Spend
The knee-jerk reaction in a recessionary environment is to reduce spending on marketing. But study finds it’s detrimental in the longer term.
Market Insights
Consultancy says it aims to get beyond the tactical and generalist research to drive more impact and business transformation.
Personal Branding
He made Tesla a household name. But a tangled private life, provocative comments and the Twitter no-deal may be taking a toll on the brand.
Brand Values
MTN surges up the Kantar BrandZ ranking to take the No.1 spot for the first time as South Africa’s most valuable brand.
Shopping Trends
Easy online shopping is leading to overconsumption. Encouraging a stronger movement to buying pre-loved goods is therefore vital.