Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.

We hope you enjoy the show!

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Time stamps:

0:00 - Introduction

2:56 - Measuring the relationships between brands and AI Models

06:11 - The rise of brand refreshes over splashy ads

09:30 - Diageo's commitment to marketing investment

11:48 - Partnerships between media agencies and research firms

19:06 - Ad of the Week - CeraVe New Campaign

25:57 - Coming up next week

In The News Links:

Measuring the relationship between brands in AI models and market share

Source: WARC

Link: https://www.warc.com/content/feed/tom-roach-measuring-the-relationship-between-brands-in-ai-models-and-market-share/en-GB/9684

Why marketers keep refreshing brands instead of betting on splashy ads

Source: Marketing Dive - Opinion Piece

Link: https://www.marketingdive.com/news/companies-rebranding-in-2024/719804/

Diageo commits to ‘strong’ marketing investment as efficiency improves

Source: Marketing Week

Link: https://www.marketingweek.com/diageo-strong-marketing-investment-efficiency/

Omnicom Media Group strikes a deal with a top marketing research body

Source: More About Advertising

Link: https://www.moreaboutadvertising.com/2024/07/omnicom-media-group-strikes-deal-with-top-marketing-research-body/

Marketing Moment:

A marketing Case study

Alka Seltzer

Plop Plop Fizz Fizz

Background

In the 60’s Alka-Seltzer was suffering from poor reputation with younger buyers
They associated the product with over-indugence
Needed a new strategy to revitalize sales
Hired Tinker & Partners
Previous campaigns focused on speed of relief - no matter what shape your stomach is in

Insight

Mary Wells AE caught wind that two tablets were better than one and came up with the now infamous Plop Plop Fizz Fizz campaign
Added the jingle, suggested how to use the product with Plop Plop (2 tablets)

Result

Sales nearly doubled overnight

About Mary

Later became the first woman to own and run a major nationa ad agency (came up with the I love NY slogan) Wells Rich Green and first female CEO of a NYSE listed company

Ad of the week:

CeraVe takes on soap operas in new genre-spoofing campaign

Video: https://www.youtube.com/watch?v=JNNwE-GZC_A

CeraVe launches a dramatic new campaign today (July 15) for its Hydrating Facial Cleanser, featuring video content, influencer marketing, and a mobile tour focused on skincare education, as shared with Marketing Dive.
The campaign includes a two-minute “Cleanse Like a Derm” video starring actress Xochitl Gomez. The storyline, full of soap opera clichés like overacting, frosted lenses, and doppelgangers, revolves around a family whose CeraVe has been replaced by bar soap. Media placements will span digital, social, and streaming platforms.
Fresh from a big win at Cannes, the L’Oreal brand continues to push creative boundaries. This latest initiative partners with 30 influencers to create soap opera-inspired content and kicks off a mobile tour with stops in New York, Chicago, Nashville, and Atlanta, featuring games, photo ops, and expert skincare advice.

SBP 080: The Barber's Brief - July 18, 2024