If there’s one thing the ODEA-ites are known for, it’s our love for BOLD Marketing! Our favorite blog of each quarter is back and we think the BOLD is better (and bolder) than ever. While it’s a true struggle to pick just one, we mustered up the strength. It’s a tough job but someone has to do it.
Bring on the BOLD!
Chelsi’s pick…
Skittles Pride Packs
Why is it BOLD?
We all know Skittles’ brand for its catchy “Taste the Rainbow” tag. But this June, the brand gave their colorful packaging and rainbow-colored candies the boot in honor of Pride Month. Skittles released a limited-edition pack that featured gray packaging and white candies because “Only one rainbow matters during pride!” In addition to switching up their branding, the brand also partnered with GLAAD and donated $1 for every Skittles Pride Pack purchased. This is BOLD because it’s a great example of living your brand. Skittles says they are an advocate for the LGBTQ+ community and they’re not just talking the talk. Now that’s a candy you can feel good about indulging in- yum!
JJ’s pick…
Adidas x Parley
Why is it BOLD?
There has been a lot of talk about global warming and what you can do to help – Adidas is making strides to reduce plastic waste. They partnered with PARLEY to create shoes, tank tops and shorts that have recycled plastic in them or are made completely from recycled plastic. But Adidas isn’t stopping there! They even created a cause called ‘Run for The Oceans,’ which encourages people to run or walk along an ocean while picking up plastic waste. In their announcement video, they talk about inspiring the next generation to take action. Adidas and Parley’s partnership is BOLD because they are inspiring people to help fight for a common goal of lessening the plastic waste as well as cleaning the environment through action.
Patty’s pick…
IKEA’s halt to print
Why is it BOLD?
Sometimes being BOLD is not what you do, but what you stop doing. After 70 years, IKEA announced at the end of 2020 they were stopping the print version of their catalog. (Fun fact: According to a BBC documentary, the Ikea catalog was the largest publication in the world, with more copies printed than either the Bible or the Quran. Which makes sense as shopping at IKEA is a religious experience to some of us!) IKEA is putting their efforts instead exactly where you’d expect, their website and social media. So, if you miss getting lost in the pages of their catalog, get lost in their crave-inducing Pinterest presence instead!
Sue’s pick…
Tiffany & Co.’s new House color
Why is it BOLD?
At ODEA, we’re all about living your brand. While we believe a brand morphs and changes, changing a brand color is usually not something you see from a big brand. So when Tiffany & Co. painted the Rodeo Drive location lemon-yellow on April 1st to replace their signature blue color, everyone figured it was an April Fool’s Day joke. Until May, when they made a BOLD move and announced that they would be replacing their iconic robin egg blue with lemon yellow in other select stores. When your brand has had a signature color for 184 years, there isn’t anything much BOLDER than replacing it.
Andrea’s pick…
Garden of Life
Why is it BOLD?
My pick for bold marketing is Garden of Life Dr. Formulated Probiotics for Women.
I probably don’t need to explain why I think this is BOLD. They say (lowers voice to a whisper) POOP! Some cable outlets refused to run the ad with the word “poop” in it. Thankfully, streaming services like Hulu and Amazon Prime have no such hang ups and I was able to view the :60 spot in all of its unfiltered glory. No tiptoeing around the issue with Jamie Lee Curtis talking about irregularity. Women are openly talking about pooping; we even see them on the toilet for crying out loud. We’ve come a long way baby (wait, that’s a different campaign…) I’m a Woman and I Poop.
Anna’s pick…
Adidas’ Swimmable Billboard
Why is it BOLD?
Adidas sent out a survey in the Middle East asking women if they were comfortable wearing a swimsuit in public. When only 12% said yes, Adidas took action and made more inclusive swimwear, including swim pants, long-sleeve performance swim shirts and a swim hijab. I like that Adidas took the lead to bring more inclusivity and body positivity into a department that has been repetitive in the past. Adidas also took their campaign one step further with a swimmable billboard called “Beyond the Surface.” Overall, I think the interactive campaign definitely made a BOLD statement that no matter our size, shape, religion, or abilities, we are all entitled to feel comfortable getting active.