Marketing’s Changemakers: Fiji Water on why it’s donating $100,000 to female directors this awards season

Fiji’s signature square water bottles have become a staple at A-list events like the Golden Globes and SAG Awards in recent years, with celebrities like Steve Carrell and Jennifer Lopez taking time out of their red carpet photo ops to sip on the brand’s H2O.

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It’s no coincidence. Fiji has become the “official water” of a number of awards shows over the last 10 years in an attempt to position itself as the water of choice among Hollywood’s elite.

But ahead of this year’s awards season, Fiji knew things wouldn’t be business as usual. With conversations around #MeToo dominating headlines and spurring the subsequent #TimesUp movement, an initiative penned by stars including Reese Witherspoon and Eva Longoria to fight sexual harassment in the entertainment industry and beyond, the premium water brand wanted to use its red carpet presence to show its support of women.

In the weeks leading up to the Golden Globes, the first major Hollywood awards show of the year, Fiji brainstormed how exactly it would go about this. The brand was wary of injecting itself into the #MeToo discussion, a place where a voice from corporate America might not be wholly welcomed. Darren Moran, chief creative officer at the in-house agency for Fiji’s parent company, The Wonderful Company, says he felt it was inappropriate for Fiji to be part of that conversation.

“We didn’t want it to be #UsToo, if you will,” he explains. “Quite frankly, it didn’t feel like we had the right role for that part of the discussion. A lot of brands insert themselves into conversations that they shouldn’t be or in a way they shouldn’t be, and they suffer for it, rightfully so.”

Instead, the brand decided to do something that would help women who work in entertainment achieve their goals and break through in an industry heavily dominated by men. Moran and his team landed on the idea of partnering with the American Film Institute’s Directing Workshop for Women, a hands-on training program committed to increasing the number of women working professionally in screen directing.

In partnership, Fiji has pledged to donate up to $100,000 this awards season to female directors who are participating in the workshop. Each time a celeb poses for a red carpet with a bottle of Fiji water, the brand will donate $1,000 to the cause. The activity has been dubbed ‘One Sip Forward.’

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KFC jumps on board the gravy train with meaty cocktails

KFC might be best known for its ‘Finger Lickin’ Good’ chicken but the colonel isn’t one to rest on his laurels, hence a promotional push from the brand to put its gravy side dish front and centre of its menu.

Based on the notion that its savoury sauce is so good you can drink it KFC have ran with it to launch a TV campaign depicting a range of cocktails reimagined with your favourite meat juices as the chief ingredient.

Created by Mother to promote the KFC Gravy Megabox the promotional push introduces the world to a range of never before seen mud brown drinks such as The Gravy Mary – ‘it’s bloody good’; The Southern Twist – ‘it’s all gravy, baby’ and The Fingerlickin’ Sour – ‘a sweet ride on the gravy train’.

Professional mixologist Patrick commented: “When KFC came to me with the idea of creating genuine gravy cocktails, based on the growing trend of stocktails, I just couldn’t resist. The key was to find flavours and ingredients which perfectly complimented the distinctive taste of KFC gravy. For example, the Kentucky bourbon in The Southern Twist brings mellow, sweet spice notes to stand up against the savoury gravy. The herbal note of parsley on the rim brightens the sip with the brown sugar softening the kick of bourbon and uniting the flavours.”

Marion Racine, marketing manager at KFC UK & Ireland added: “Our fans repeatedly express their love for our gravy, which always sparks ideas within the team. We know our gravy is good enough to drink – so with stocktails being a real hit at the moment, what better ingredient to take them to the next level?”

KFC gravy is available in all 900 of the fast food restaurant’s UK and Ireland outlets, although if you’re brave enough to sample its ‘stocktails’ you’ll have to do your own mixing at home.

KFC has been adopting an increasingly risque advertising approach, publishing a parody tweet last week aimed at the US presidents favoured fast food haunt following his notorious ‘nuclear button’ tweet.

from The Drum:

Amsterdam creative agency Etcetera grills everything in “#GrillTheWorst” campaign for Burger King

Cannes Lions’ Marketer of the Year 2017, BURGER KING®, has worked with Amsterdam creative agency Etcetera to launch a new campaign for their latest product release in the Netherlands in 2018: Grilled Dogs. Those unacquainted with the Dutch language might miss the twist: the Dutch word for hot-dogs is ‘worst’.

And as BURGER KING is known for flame-grilling since 1954, the campaign idea is #GRILLTHEWORST.

Psychological research shows that people everywhere have a clear need to start the new year afresh, and to do that they need to make space by getting rid of the stuff they don’t like – and don’t need. BURGER KING® takes this one step further by inviting people to make space for new experiences by grilling ‘the WORST’. Yes, correct: setting ‘the WORST’ things alight and flame-grilling them…

Those unacquainted with the Dutch language might miss the twist: the Dutch word

Interesting man Jonathan Goldsmith brings back his accent for Astral Tequila

After years of portraying Dos Equis’ Most Interesting Man in the World, Jonathan Goldsmith gave up his title for a stint as a pitchman for Luma internet privacy services. Now, Goldsmith breaks out his Spanish accent as another amazing man who toasts his many accolades with Astral Tequila.

The new campaign finds Goldsmith’s dapper character bending a spoon with his mind, holding his breath for one hour, becoming the namesake of the sun and receiving the ‘Best Actor’ award for a movie not out yet are just a few of the legendary moments in Astral Tequila’s first creative campaign, ‘This Calls for Tequila.’

The 10-spot video campaign was created by ad agency Erich & Kallman, and focuses on toasting life’s most legendary moments with the most fitting tequila, Astral.

‘This Calls for Tequila’ encourages consumers to choose Astral for every celebration as well as life’s best, most unexpected, legendary moments – an ethos embodied by Goldsmith, the campaign’s star and Astral Tequila partner.

The campaign also features a new character who portrays Goldsmith’s butler, who gleefully brings news of his master’s accomplishments. “This calls for Tequila,” Goldsmith replies when told of his most recent accolade, to which his servant responds, “The finest Tequila!”

Said Goldsmith: “Astral Tequila is the only spirit fitted for life’s most legendary moments, conversations and experiences whether that be a friend’s promotion at work or successfully disarming a bomb while blindfolded. I’m thrilled to share these videos with the world to explain why my drink of choice is tequila, Astral Tequila.”

Astral gave a preview of its partnership with Goldsmith this past June during a video message directed by David Lipman followed by several 30-second social videos leading up to the ‘This Calls for Tequila’ launch. “I told you I don’t always drink beer,” said Goldsmith. “I prefer tequila – Astral Tequila.”

“Astral tequila is unlike any other, it is a heritage tequila reminiscent of the way the spirit was made before the process was industrialized,” said master sommelier and Astral founder, Richard Betts, “It’s been exciting for me to work with Jonathan and to share our dream with so many people.”

The campaign will come to life through a mix of traditional and social media (@astraltequila) throughout 2018. The first spots can be viewed by clicking the Creative Works box below.

from The Drum:

Pizza Hut and Toyota reveal plans for a self-driving delivery vehicle

One of the more outlandish things unveiled at this year’s CES has been the “e-Palette,” a self-driving concept vehicle dreamed up by Toyota that Pizza Huthas big plans for.

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The automaker and pizza chain have teamed up to collaborate on the autonomous vehicle, which could one day deliver pizzas straight to your doorstep sans driver. Pizza Hut said the e-Palette could even potentially serve as a “mobile kitchen” of sorts as well.

The move is sure to rival Domino’s, which last year began testing its own self-driving car in partnership with Ford.

“In our ongoing and relentless pursuit to own and define the modern pizza experience for our customers, we are focused on technology-based solutions that enable our team members and drivers to deliver even better customer experiences,” said Artie Starrs, president of Pizza Hut US, in a statement. “With Toyota, we are excited to be partnering with an undisputed leader in human mobility with a reputation for innovation, reliability and efficiency, as we define the pizza delivery experience of the future.”

The chain’s link-up with Toyota is part of a larger collaboration that involves companies including Amazon, Didi, Mazda and Uber. According to Toyota, this new “alliance” will work to create an ecosystem of hardware and software support designed to help a range of companies use advanced mobility technology to better serve customers. Toyota plans to implement testing of the e-Palette vehicle as early as 2020.

Pizza Hut, which is owned by Yum! Brands, has enjoyed an uptick in sales in recent months. In November, the pizza chain reported its fifth consecutive quarter of positive same-store sales growth.

To keep up with rivals like Papa John’s and Domino’s, the chain has come out with a number of perks and innovations as of late: last month it began testing beer and wine delivery in certain cities, and recently rolled out a redesigned delivery system that purportedly keeps pies up to 15 degrees hotter.

from The Drum: