Creative Crunch #3: What's New?
We’re back with our third creative round-up! We’ve selected some of the things that have happened over the past month that are worth seeing… or at least we think they are! Here goes Creative Crunch #3…
BrewDog, Pink IPA
For International Women’s Day, BrewDog launched their ‘Beer for Women/Beer for Equality’ campaign.
In an effort to raise awareness of the gender pay gap (currently men in the UK earn on average 20% more than women), BrewDog launched Pink IPA, Beer for Girls, as a parody exposing ‘sexist and tone-deaf’ marketing used to attract women in the industry. The beer was sold nationwide for 20% less than Punk IPA, despite having exactly the same contents. In addition to this, 20% of the proceeds from both Pink IPA and Punk IPA over the 4 week period will be donated to charities that fight inequalities and support women.
The campaign faced backlash for their ironic take on marketers ‘lazily targeting the female market’ with complaints that BrewDog did exactly that with their pink packaging, totally missing the irony.
We think it’s a really good campaign and whilst the sarcasm may be lost on people who don’t have any context, everything that accompanies the pink packaging made for a great #IWD campaign.
Cancer Research UK, Obesity
Cancer Research launched their new campaign to highlight the warnings of Obesity. The campaign, which ran over radio, social and digital media as well as poster ads encouraged people to guess the remaining letters of “obesity”, which then informed people that it is biggest preventable cause of cancer after smoking.
However, the campaign faced huge backlash on social media after people branded it as ‘fat shaming’ and called for it to be removed. Cancer Research stuck by it’s campaign, rightly so, and said that their campaign “isn’t meant to make anyone feel bad about their weight … Our aim is to raise awareness between cancer and obesity”. This ad has certainly made an impact, achieving it’s initial intentions of raising awareness of the dangers of obesity.
Lacoste, Endangered Animals
Lacoste released limited edition polos replacing their iconic crocodile logo with one of 10 threatened animal species to bring attention to these endangered animals.
For each species, the number of polo shirts produced corresponds to the number of individuals known to remain in the wild. For example, the Gulf of California porpoise is the most limited with only 30 left in the wild. There were 1,775 polo shirts made in total.
Proceeds from the shirts were donated to the International Union for Conservation of Nature.
The Lacoste crocodile is one of the most iconic logos in the world, so this project really made an impact with all shirts sold out immediately.
Irn Bru, Don’t be a can’t, be a can
Irn Bru are certainly known for their cheeky advertisements, and this one is no exception!
This time, the series of ad’s play on the c-word urging people not to be a “can’t” and instead drink a can of Irn Bru. The storylines follow the same theme of being ‘less adult’ and having more fun, for example in ad ‘Parents’, it shows a man meeting his girlfriends parents before her dad asks him when he’s going to marry his daughter. The man responds with the catch phrase, ‘don’t be a can’t, you need a can’ before him and his girlfriend escape to a foam party.
This campaign follows on from the successful ‘Gets You Through’ ads, which again showed Irn Bru as a remedy to tough situations in life.
The ads will only air in Scotland.
Last but by no means least is the KFC debacle of recent months. Chaos hit the UK as KFC ran out of chicken due to a delivery fault, and as the outrage grew, so did the suspense for KFC’s response. Luckily for the finger lickin’ good brand they have some very good marketing and creative staff who absolutely nailed it with their ‘FCK’ apology ad. Simple, humorous and effective - the perfect response to a chicken crisis. A big pat on the back to KFC for this one, we loved it (we didn’t love our chicken-less fried chicken Fridays, though)!
Let us know what you've been loving this month by tweeting us @OrchardTweets. Did you know we post work we love on Instagram too? Take a look over on @OrchardSnaps.