Kraft and Van Leeuwen teamed up for the ultimate product - mac and cheese flavored ice cream that emulates everything about the classic nostalgic 90s pasta including the iconic orange color and the funky cheesy taste. And surprisingly, Eater reported this product actually tastes good. The limited-edition ice cream was launched on National Mac and Cheese Day (July 14) and crashed the Van Leeuwen website and sold out soon after. Van Leeuwen rode the wave of excitement around the product posting on social media saying “WHO WOULD'VE THOUGHT #NationalMacAndCheeseDay WOULD BREAK THE INTERNET” and Kraft launched a giveaway for customers to win pints of the ice cream before
it’s gone forever.
Limited edition products are a common way for brands to capture the attention of reporters and customers alike, tapping into trends and popular flavors or creating downright strange concoctions to make a splash. But what sets this ice cream apart from other product announcements is that this one isn’t just a gimmick, it’s a product people actually want. Both companies benefited from the launch, gaining brand awareness and positive chatter among key stakeholders.
CORONA TACKLES PLASTIC WASTE IN NEW WAYS
Corona launched the world’s first “plastic fishing” tournament, with 80 fishermen in Mexico competing to see who can retrieve the most plastic from the ocean. The winner received the equivalent of a month of wages from fishing at the usual rate in the area and all runner ups were connected with local recycling companies who compensated them for their hauls at higher rates than those they would be paid for fish. Corona teased that the competition will take place in more countries and beaches. The competition follows Carona’s announcement to become the first beer company to become “net-zero plastic”, recovering more plastic from the environment than they generate.
The stakes are rising for companies to address climate change concerns and environmental impacts, forcing them to find creative ways to tackle issues. Corona went above and beyond and continues to demonstrate a commitment to eliminating plastic waste.
REBUILDING CONSUMER TRUST POST-RECALL
Peloton released their first campaign since a difficult PR crisis in May where a child was fatally injured and multiple other accidents were reported. The new campaign crosses multiple channels and focuses on the community and the accomplishments of members individually and collectively. A 30-second spot
also features former Olympian Usain Bolt.
Peloton has struggled in the consumer eye for both the recent recall and a
tone-deaf commercial in 2019 featuring a husband giving his wife a treadmill for Christmas. While leadership has struggled to respond in the best ways, this new campaign is a step in the right direction for the company. Peloton has shown the importance of both short-term and long-term responses to help rebuild trust with consumers and reconstruct a brand’s image.
Trending
The TikTok craze continues as brands find new ways to reach customers through the popular platform, including Dick’s Sporting Goods who partnered with Gen Z influencers for back-to-school season.
The NCAA is allowing student-athletes to sign sponsorship deals. Brands are quickly taking advantage of this opportunity including Degree, Milo’s Tea, and Boost Mobile.
“TikTok Resumes” was just launched and allows users to apply for jobs with
video resumes.
Instagram has added a badge for businesses to designate themselves as black-owned and display a special logo on their profile page.
