So far in 2021, the company has launched several multichannel campaigns, including a cutting-edge video tech ad for March Madness and a tie-up with Tyler, the Creator. The audit comes as Coca-Cola looks to rebound from a decline in earnings experienced in 2020 as a result of the pandemic. While competitors like private label brands, Sparkling Ice and La Croix maintain considerably more market power than nascent Aha, Coca-Cola has an opportunity to leverage its advertising muscle to grow the drink's audience.Īt the same time that Coca-Cola is promoting Aha, it is also undergoing a full-scale agency review to assess its planning and buying strategies going forward. Sales of flavored sparkling water increased 24% between January 2020 and January 2021, per a Nielsen study cited by Coca-Cola, and the overall industry is expected to experience annual growth of 12.6% through 2028, according to Grand View Research. The launch of "Can I Get an Aha?" comes at a pivotal time for the sparkling water industry. A main theme of the ads is the actors' tendencies to infuse the word "Aha" into nearly every phrase, propelling their conversations to unexpected places and driving home the idea that its product can enliven everyday moments. Jude's 'Aha moment' came when a guy asked him for a handshake. The beverage giant hopes to draw an association between the joyful, vibrant personalities displayed by the actors in the commercials and the bold taste of its sparkling water. aha moment: noun a moment of sudden realization, inspiration, insight, recognition, or comprehension RNRN Note:RN Aha is sometimes followed by an exclamation point and is also often placed in quotation marks. Learn more here.By tapping comedic actors Lauren Lapkus and Colton Dunn, Coca-Cola is building Aha's brand identity.
They’ll talk about the challenges faced by content-makers and the marketers that partner with them.
14 in Manhattan, with speakers from New York Media, The New York Times, Essence, The Atlantic and more. Watch the video too.Īd Age Next: Publishing is happening Nov. Lapkus's work in the AHA commercial is a return to the old days for the performer, who got some of her first recognizable work in an ad for Snickers. “Linen tablecloths covered wobbly tables, wine glasses were filled with red Mountain Dew and candles on every table were made of plastic,” Ad Age’s Ilyse Liffreing writes. And the fast-food outlet’s temporary redesign was fancy-or fancy-ish. Stunt of the day: For one day, Arby’s transformed its Times Square location into the LaDainian Tomlinson Steakhouse, in partnership with the NFL Hall of Famer. “There is nothing I’m more excited about, nothing more game-changing than what is happening in connected TV,” says Jeff Green, CEO at the demand-side platform. The group assesses companies by looking at women’s leadership, workplace culture and equal opportunity.īooming business: The Trade Desk’s third-quarter revenue soared 38 percent year-over-year, partly on the growth of connected TV. Schultz reports in Ad Age.įirsts: Forsman & Bodenfors is the first agency network to receive certification from The 3 Percent Movement across all of its global offices, and Adobe is the first brand to get certified, Ad Age’s Lindsay Rittenhouse reports. The two were broke and couldn’t even raise money for rent, so the idea of renting out their space seemed like a valuable option. Together with his roommate, Brian Chesky rented out their air mattress and living room to serve as bed and breakfast. has awarded creative agency duties on Samuel Adams beer and Truly Hard Seltzer to Goodby Silverstein & Partners,” E.J. Airbnb is one of the aha moments derived from a much smaller business idea. “There’s very little synergy between the two, other than they started with the same name decades ago,” David Kenny, CEO of Nielsen Holdings, says.
Nielsen’s future: Nielsen is splitting into two parts–one to handle global media and the other working on market analytics and tracking consumer preferences. The Times said Nike didn’t respond to a request for comment. She describes being forced to lose weight until her body couldn’t cope she broke five bones and lost her period for three years. Nike: In a New York Times op-ed video, runner Mary Cain offers a damning look at Nike’s now-defunct Oregon Project, a training program for world-class runners.
0 kommentar(er)
