Brand Acquisitions
Study finds brand acquisitions may not work out as planned, as consumer perceptions of the brand become tainted. But this can be mitigated.
MARKETING CAMPAIGNS
Adidas unveils statues of eight women as part of new brand campaign
By our News Team | 2022
Temporary statues grab attention as they share space with some of London’s most famous tourist landmarks.
As part of a new campaign to launch its sports bra collection to women, international sports brand Adidas has unveiled a range of eight large statues in the heart of London.
The statues, environmentally sensitive and made from recycled marine-farmed waste plastics, depict eight “female changemakers” who are “breaking boundaries” in the worlds of sport, fashion and culture.
Adidas opted for the high-profile campaign strategy after research found that London has more statues of men (21%) and animals (8%) than it does of women (only 4%).
The temporary statues were placed beside City Hall on the South Bank of the River Thames and within sight of many of the city’s famous global landmarks. They remain there for two weeks, before being moved to long-term placements with the communities of the women involved.
Photo courtesy of Adidas
Eight well-known female brand ambassadors
Well-known females who have been made into the 3D artworks are: Vivianne Miedema, Arsenal footballer; Eniola Aluko, footballer and commentator; Francesca Brown, footballer and Chief Executive of Goals4Girls, an empowerment programme for girls aged 11-16; Ellie Goldstein, dancer and model; Emily Scarratt, rugby player; Tanya Compas, youth worker and activist; Asma Elbadawi, basketball player, poet and activist; and Sherrie Silver, dancer, choreographer and UN advocate.
Interviews and behind-the-scenes videos will be shared by each of the participating women on their own social media channels during the campaign.
According to Adidas, it set out to redefine its current offering and create a range of sports bras that deliver added comfort and better fit, enabling more female athletes to participate in sport and experience the benefits it brings.
See more about the campaign strategy on Twitter: https://twitter.com/adidasUK/status/1494280475044573187
Supply Chain
Consumer-packaged goods industry in Africa is being ‘systematically transformed’ by Ramani’s ‘huge ambition’, investor says.
Executive Appointments
Zayd Abrahams joins from banking group FNB, where he currently leads marketing for the Personal Banking and Private Banking segments.
Marketing ROI
Despite evidence that shows it’s a bad idea, marketing budgets are often the first to be scrutinised and tightened in times of uncertainty.
Consumer Engagement
Strategies needed to optimise digital commitment from consumers have shifted as the global business and geopolitical landscape changes.
Traditional Media
Traditional media remains stronger on the continent than in developed markets, with relatively high cost of digital access being a factor.
Online Shopping
As retailers struggle, they may need to rein in their returns procedures, particularly for ‘serial returners’ and ‘retail borrowers’.
Sports Sponsorship
While Budweiser was caught off-guard by a surprise alcohol ban in stadiums, the company is taking a philosophical stance.
Advertising
High-profile names from TV, movies, music and social media feature in global ad that has 10 languages and four dialects.
Public Relations
‘Potential reach’ is a manipulative metric, while ‘actual reach’ is difficult to ascertain without a media outlet’s internal metrics.
Media Trends
Video-on-demand (VOD) models predicted to mark a new chapter for the global TV and video market in the year ahead.