[Marketing Week] Bob Koigi: Brands are redefining customer engagement with innovative campaigns

Brands keen on introducing new and exciting experiences for their customers are introducing unexpected and innovative campaigns and products that continue to push the envelope in engagement and interaction.

From creative expressions, immersive experiences, limited-time only product launches and unique collaborations, these acts have shaped the industry as we know it.

Mayo brand and its new brand ambassador, NFL Star Will Levis has launched the world’s first mayonnaise-inspired fragrance. Will Levis No. 8 is now available through Shopify. The signature scent, Will Levis No. 8, embodies the very essence of mayonnaise and pushes the boundaries of what it means to “smell like greatness”.

At the same time, Coca Cola has teamed up with Oreo to launch Coca Cola OREO Zero Sugar and OREO Coca Cola Sandwich Cookie. The two brands leverage the brands’ signature tastes and iconography to deliver playfully unexpected innovations. Both sport a sleek, black-and-white packaging design that remains true to the two brands’ iconic personalities while embracing creative elements like OREO cookie embossments and stacked Coca Cola bottles.

Just recently Mattel partnered with Heinz to launch the limited-edition Heinz Classic Barbiecue Sauce. The pink vegan mayo with BBQ sauce was launched following last year’s continued Barbiecore craze, with Heinz teasing its fans about whether this dream condiment concoction should be made a reality.

These are the outstanding campaigns we featured this week.

Serviceplan Group, in collaboration with Lufthansa Airlines, have announced the global launch of a groundbreaking new brand film. This film is a pivotal part of the Allegris campaign under the innovative “Yes” platform umbrella, showcasing Lufthansa’s unparalleled commitment to elevating the passenger experience.

As part of Pepsi’s new rebrand, Dan French has directed a fun and ironic commercial that captures the essence of making good choices. Unfolding like the start of a movie and narrating Terry’s misfortunes, the spot unravels when the “Pepsi God” intervenes, guiding Terry to finally make a good decision—to drink a Pepsi.

Greenpeace International's campaign aims to pressure governments to commit to a strong Global Plastics Treaty that will cut plastic production and end single-use plastic. Created by global socially-led creative agency We Are Social, directed by Jon E Price through We Are Social Studios, the campaign draws attention to the Global Plastics Treaty negotiations taking place in Busan, South Korea in November this year.

On news of agencies that have secured various accounts, The Volkswagen brand has extended its global creative contract with Omnicom’s DDB for three more years which has been Volkswagen’s creative agency for over six decades.

Erich & Kallman, the independent ad agency known for creating memorable and engaging campaigns, has been appointed as the Agency of Record for King's Hawaiian, the Los Angeles-based producer of the famous dinner rolls, along with other great Hawaiian foods.

Spirit Airlines, an airline in the United States committed to delivering an enhanced travel experience with flexible and affordable options, named Knoxville-based Tombras as Agency of Record (AOR).

And Creative agency Baldwin& has announced its appointment as the agency of record (AOR) for Pivotal, the aircraft industry pioneer whose groundbreaking innovation and personal aircraft technology redefine the future of aviation.

In the startups scene, Voiceline, a Munich-based AI startup, has closed €2.4 million seed funding to revolutionize how field teams work through Voice AI technology. This funding brings Voiceline's total funding to €4.2 million. Venture Stars and Scalehouse Capital led the round, with participation of co-investors and angels.

PHINXT Robotics, an AI-led robotics software company, has secured £2 million in an oversubscribed funding round, led by Sure Valley Ventures with participation from Ada Ventures, Heartfelt and Atlas Ventures. PHINXT has developed a decentralised edge AI software solution to enable robotics automation at any scale.

And in other news that we covered for you this week, IBM, a globally renowned business brand, and Ogilvy, the creative and effective agency, have celebrated 30 years of their pioneering partnership. For three decades, Ogilvy has been IBM’s global creative agency partner, crafting some of the most memorable and impactful campaigns in the industry.

And finally GroupM, WPP’s media investment group, has announced that it has now fully integrated SeenThis’ adaptive streaming technology into its carbon calculator tool.

The collaboration, which began in 2023, has enabled GroupM and its agencies to leverage SeenThis’ expertise and proprietary technology to manage and minimize carbon emissions while improving the performance of display advertising campaigns.

Bob Koigi is an editor at Marketing Report One

www.marketingreport.one

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