How Lego became one of the most beloved brands

How Lego became one of the most beloved brands | Ben & Jerry's takes actionable steps to combat racism | Mondelez's virtual prom boosted Twitter following

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June 23, 2020

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How Lego became one of the most beloved brands

(Lego)

Talkwalker recently dubbed Lego the most loved brand based on social listening research that revealed an overwhelming fan base and emotional consumer connections worldwide, writes Robert Klara. "The brand has shifted to the social age marvelously with engaging content across all platforms, using influencers and user-generated content and TV shows amongst other content delivery vehicles," said Todd Grossman, Talkwalker's CEO for the Americas.

Full Story: Adweek (tiered subscription model) (6/22)

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Marketing Strategy

Ben & Jerry's takes actionable steps to combat racism

While many brands launched efforts to demonstrate a commitment to racial justice in the wake of George Floyd's death, Ben & Jerry's has acted on its mission by issuing four concrete steps to drive specific changes, writes Rebecca Stewart. Christopher Miller, Ben & Jerry's global head of activism, says, "There are moments in the course of history when it's important to stand up and be counted," and noted the company's actions are more than just a marketing exercise.

Full Story: The Drum (free registration) (6/23)

Mondelez's virtual prom boosted Twitter following

Mondelez's Chips Ahoy and Sour Patch Kids brands hosted a virtual prom for high school students featuring Grammy-nominated DJ Steve Aoki last month that brought a 20-fold increase in the brand's Twitter mentions that day. The event also awarded a sweepstakes winner a prom do-over at their school next year, according to Sabrina Sierant, Chips Ahoy associate director.

Full Story: Consumer Goods Technology News (6/22)

Creativity and Marketing Innovation

Dreyer's to rebrand Eskimo Pie

The owner of Eskimo Pie treats, Dreyer's Grand Ice Cream, said it will change the name of the product by year's end to eliminate branding based on racial stereotyping. "We are committed to being a part of the solution on racial equality, and recognize the term is inappropriate," said Dreyer's marketing director Elizabell Marquez in a statement.

Full Story: The Associated Press (6/20), Miami Herald (tiered subscription model) (6/21), The New York Times (tiered subscription model) (6/20)

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Marketing Insights and Trends

Beauty brands seek more diverse influencers

Several beauty brands have joined the Pull Up for Change campaign to take an honest look at their diversity numbers and improve diversity in their influencer lineups. Milk Makeup aims to recruit half of its social media creators from the Indigenous, Black and people of color communities.

Full Story: Glossy (tiered subscription model) (6/22)

Cannes Lions, WARC provide creative effectiveness guide

Cannes Lions and WARC released a white paper, "The Effectiveness Code," which reveals that a campaign's "creative commitment" strongly influences its effectiveness, and have also unveiled The Creative Effectiveness Ladder to help agencies and clients develop effective creative. "Cannes Lions is committed to addressing the global community's challenges with short-termism and proving the value of creative marketing," says Cannes Lions' Simon Cook.

Full Story: Campaign US (tiered subscription model) (6/22)

Measurement and Technology

Roku courts brands with new ad unit, channel guarantees

(Isaac Brekken/Getty Images)

Roku announced a sponsored pause break ad format during its virtual NewFronts presentation, along with proportional pricing for 15-, 30- and 60-second spots. The streaming platform also unveiled Roku Reserve, which is like YouTube Select and Facebook Reserve, and enables brands to secure the top 1% of channels on its platform.

Full Story: Adweek (tiered subscription model) (6/22), Ad Age (tiered subscription model) (6/22), Deadline Hollywood (6/22)

ANA Update

COVID-19 may have permanently changed the beauty industry

While under stay-at-home orders, fewer women are choosing to wear makeup as often as they were before the pandemic, according to a CivicScience study. It's just one of the changes in consumer habits brought on by the coronavirus that could have long-term implications for the beauty and skin care industries.

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