Outline:
A Week of Unusual Brand Moves and Creative Campaigns
This week, a variety of brands made headlines with their unique strategies and creative campaigns. From Lego’s approach to AI education to Gordon Ramsay’s new role for I Can’t Believe It’s Not Butter, there was no shortage of interesting developments.
Lego | “We Trust in Kids”
While adults are often worried about the implications of artificial intelligence (AI), Lego is taking a different stance. The Danish toymaker believes that children should be part of the conversation surrounding AI. Lego highlights that while the technology will shape the future of young people, many U.S. schools still lack an AI policy. The company is using its educational tools to help bridge this gap and create a safer internet for children.
I Can’t Believe It’s Not Butter | “Gordon Ramsay” by Salt
I Can’t Believe It’s Not Butter has launched a major product overhaul aimed at health-conscious consumers in the GLP-1 era. To lead the charge, the brand has enlisted Gordon Ramsay, the well-known celebrity chef, who brings his signature edgy humor to promote the new spread.
E.l.f. Cosmetics and Liquid Death | “Lip Embalm” (in-house)
Last year, the unlikely makeup collaboration between E.l.f. Cosmetics and Liquid Death called “Corpse Paint” went viral and sold out in less than an hour. Now, the two brands are trying to replicate that success with “Lip Embalms,” a lip balm collection inspired by Liquid Death’s beverage flavors. The ad features the return of friendly goth rocker, Glothar.
Skittles | “Deliver the Rainbow”
Skittles skipped the Super Bowl this year but made a big splash with a stunt involving actor Elijah Wood. Dressed as a mythical horned creature, Wood delivered a commercial directly to one fan’s home.
Heinz | “Heinz Dipper” by Rethink
Wouldn’t it be convenient if you could dip while on the move? Heinz has introduced the Heinz Dipper, a fry box with a built-in ketchup compartment designed for on-the-go dipping. This innovation solves a food dilemma you may not have realized you had.
Norwegian Cruise Line | “For All Maritime” by Arnold
Norwegian Cruise Line has unveiled a brand platform inspired by its 1990s tagline, “It’s Different Out Here.” The national campaign, “For All Maritime,” celebrates travelers who reject outdated norms and embrace flexibility. The first ad contrasts the strict traditions of a British Royal Navy ship with the relaxed atmosphere and “flip-flops cool” environment on an NCL cruise.
Cadbury | “Homesick” by VCCP
Cadbury’s heartfelt tale, part of its award-winning “There’s a Glass and a Half in Everyone” platform, tells the story of two sisters separated by 6,000 miles. After calling home, the older sister opens a gift from her “baby sis,” only to find a mischievous reminder of their bond.
Tanqueray | “There’s an N and an O in Every Icon” by AlmapBBDO
Tanqueray has named Sarah Jessica Parker as its new global ambassador. The Diageo brand’s partnership with the Sex and the City star is about “celebrating the ‘nos’ that make life spectacular,” according to a company statement.
Polestar | “Choose” (in-house)
All progress begins with a choice, according to Polestar’s global campaign. As action against climate change and the industry’s transition to electrification slows, the electric car brand reminds viewers of its challenger mindset and commitment to change.
Most Effective Ad of the Week
KFC topped the quick-serve charts with a spot advertising a Tuesday deal offering consumers eight pieces of chicken or eight tenders for $10. The ad aired 101 times for the week ending Jan. 13 and outperformed the category average by 106%. It also aired frequently during sports programming, including appearances during a pair of NFL playoff games on Fox.