Coming at you with this week’s best and worst marketing!
Best: Samsung’s World Anthem for Rio 2016
In honor of the 2016 Olympic Games beginning tonight in Rio, we’re throwing it back a few weeks to Samsung’s gold-medal marketing. The team at Samsung parsed together bits and pieces of the national anthems of countries around the world, and the result is a breathtaking “world anthem.”
The song is a beautiful way of celebrating both Samsung’s goal of connecting the world and the spirit of the Olympic Games.
Worst: Sprite’s #BrutallyRefreshing is just #BrutallyOffensive
Coca Cola launched an ad campaign for Sprite in Ireland on Wednesday, and less than 24 hours later, it was taken down. The campaign, titled “#BrutallyRefreshing,” featured sayings such as “She’s seen more ceilings than Michelangelo!” and “You’re not popular, you’re easy,” among others. These sayings were featured on a website (JOE.ie) and billboards in various locations across Ireland, all of which were promptly removed following the deserved backlash the campaign received. The goal of the campaign was apparently to appeal to a male audience and to “celebrate those with guts to tell it like it is.” Cue eyebrow raise and jaw drop.
Luckily, Coca Cola issued an apology following the removal of the ads:
“We’re sorry for any offence caused by the #BrutallyRefreshing Sprite campaign in Ireland, which was intended to provide an edgy but humorous take on a range of situations…
We recognise that on this particular occasion the content did not meet this standard and we apologise. The campaign has now come to an end and the advert in question will not appear again.”
JebbPo Comeback: McDonald’s Gets Healthy and Nostalgic
Although McDonald’s has been featured twice on the Jebbington Post for worst marketing, this week, it made its comeback. Harnessing the power of nostalgia, McDonald’s released this ad on Wednesday that shows a boy sharing his childhood experiences with his future daughter, including the iconic Happy Meal with Chicken McNuggets. As the boy steps into the future and joins his daughter, a voiceover lets us know that he feels good about feeding her Chicken McNuggets because they are no longer made with artificial preservatives. Britt Nolan, Leo Burnett USA’s chief creative officer told AdWeek that “There’s an undeniable level of nostalgia tied to the McDonald’s brand and its food. We set out to capture that relationship in a sincere, simple way that today’s parents can relate to and feel good about sharing with their own kids.”
In addition to the artificial preservative-free nuggets, McDonald’s announced Monday that they now have artificial preservative-free pork sausage patties, omelet-style eggs and scrambled eggs, as well as high-fructose corn syrup-free buns and chicken without antibiotics. Huge props to McDonald’s for listening to their audience, and making it the natural choice to share childhood experiences with your kids.