AARP,Farmer John, Expedia, Post It, Domino’s, Willow, Omnicom Media Group account wins, U.S. Navy…and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.
AARP
AARP is unveiling a new brand campaign, entitled “Wise Friend and Fierce Defender,” aimed at creating a greater emotional connection with Gen X and Young Boomer audiences. The first new brand campaign in three years was specifically designed to introduce and position AARP as the friend and advocate people need to help them ensure their money, health and happiness live as long as they do. Against the backdrop that people could spend nearly half their life after 50, the campaign provocatively frames the nonprofit’s value and mission with the tagline “The younger you are, the more you need AARP.” “As well-known and recognized as AARP is as a top advocacy organization, we also help prepare people for the next stages of life,” said Martha Boudreau, AARP Executive Vice President & Chief Communications and Marketing Officer. “The creative in this campaign shakes up the way people think about our organization by bringing personality, warmth and optimism to the most important aspects of their lives.” AARP’s “Wise Friend and Fierce Defender” campaign consists of four spots. The campaign launched last night during the 93rd Oscars® (which airs live on ABC Sunday, April 25, 2021), with its first spot, “Anthem,” establishing the overall campaign.
The three additional campaign spots will rotate throughout the year, focusing specifically on the themes of “Money,” “Health” and “Happiness.” These new 30-second ads feature warm, charming intergenerational vignettes designed to inspire, captivate and connect emotionally with people in their 50s – a time in life when they may begin to think about the next phases of life and how best to prepare. AARP’s “Wise Friend and Fierce Defender” was created in collaboration with BBDO New York and is the first work to launch since AARP awarded the agency of record last year. The broadcast spots and associated digital assets were directed by acclaimed film and commercial director Noam Murro. Following the Oscars® telecast, these spots will air during prime-time programming, early morning network news and select lifestyle shows; on cable and other high-profile tent-pole programming; and through digital, social, and marketing activations.
Farmer John
The Los Angeles Football Club (LAFC) and Farmer John announced the second year of their multi-year partnership through which Farmer John will be the “Official Packaged Meat Partner of LAFC” for the 2021 season, championing the team’s efforts both on the field and in the local community. “We are proud to welcome Farmer John back to the Black & Gold family for another year,” said Larry Freedman, co-president and chief business officer for LAFC. “Farmer John is a true community partner, and we look forward to working together to continue to make a positive impact in Los Angeles.” Farmer John and LAFC established “LA Familia,” an initiative that celebrates the diverse individuals and organizations who use their love of soccer to support and improve their local communities. “Last year, Farmer John and LAFC showcased the incredible work being done in our community during a year when it was needed more than ever,” said Michael Merritt, senior marketing director for Farmer John. “As LAFC’s passionate fans return to the stands this year, we are looking forward to spotlighting these amazing organizations and the continued impact they’re making in their local neighborhoods in an even bigger way and on an even bigger stage.”
Farmer John continues to partner with sports marketing agency rEvolution to manage the creative strategy and execution of the second year of the “LA Familia” campaign following the launch in 2020. Working closely with the Farmer John team, rEvolution will be responsible for activating each component of the campaign, including strategy, content production, communications, player and influencer partnerships and future game day activation.
Expedia
Building on its 25 years as one of the world’s leading full-service travel companies, Expedia Brand announced a new direction as the world prepares for the return of travel demand. Launching a new global positioning grounded in the understanding that who you travel with matters, it marks the beginning of Expedia’s journey in becoming the ultimate travel companion, helping travelers every step of the way. From an updated look and feel to enhanced product offerings, Expedia is looking to double down on efforts to deliver on travelers’ evolving wants and needs in a post-pandemic world. At the heart of the rebrand is a refresh of Expedia’s platform experience across its award-winning mobile app and more than 70 websites. Expedia will soon be launching a new package offering that will provide ‘pre-bundled products’ (flights + accommodation + activities) with upfront total pricing, reducing the stress of sifting through thousands of options while still allowing for easy customization such as adding or removing travel components. Expedia will also continue to invest in its virtual agent platform. Alongside platform enhancements, Expedia will be unveiling its new global creative across multiple touchpoints supported by the brand’s largest marketing spend in more than five years. Using a singular creative platform and a new tagline “It matters who you travel with” travelers will see the idea of Expedia as the ultimate travel companion come through in unique ways across various channels, creating a cohesive message that will resonate as people start traveling again. A new approach for 2021, the U.S. film creative will feature American actor, writer, director and producer, Rashida Jones, and the U.K. and European spots will feature English actor Naomie Harris. Both will serve as perfect representations of Expedia’s new brand attributes – intuitive, travel-savvy and positive. Using relatable and empowering individuals such as Jones and Harris, the global creative puts companionship at the core of its narrative. Through the creative’s brilliant scripting and song-writing, Jones and Harris will engage with travelers to deliver inspiration and support in an upbeat and uplifting way. The result is an anthem spot that highlights the importance of being an empowering travel companion for all.
“Our new brand positioning acts as a promise to the traveler who wants to be engaged by possibilities, but now more than ever needs to feel supported throughout their journey. We know that people want to get back to travel, we want them to feel confident in the travel experience they can have with Expedia.” concludes Shiv Singh, Senior Vice President and General Manager, Expedia Brand. View the new creative here.
At this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at [email protected].
Post It
Post-it® Brand from 3M has added a virtual collaboration experience to its already popular app with the introduction of Brainstorming Session. The new Brainstorming Session feature allows users to launch a shareable digital canvas for users to upload physical and digital Post-it® Notes, which the host can then arrange and organize for simple, real-time co-creation. “Millions of people use Post-it® App on all their devices to capture and share their physical and digital Post-it® Notes,” said Heather Green, Global Business Vice President, Post-it® Brand. “Brainstorming Session mimics the free flowing, in-person collaboration experience that allows for uninterrupted idea exchange – all within one platform and on one shared canvas. Notes are added to the shared canvas when the creator deems timing is right or the thought is complete to help simulate the in-person experience.” The Post-it® App is available for free download in the Google Play store for Android, Apple App Store for iOS and Mac App Store for macOS Catalina.
Willow
Willow, the company changing the way moms pump with the world’s first all-in-one, in-bra wearable breast pump with full spill-proof mobility, announced an additional $26.8 Million in funding through a Series C Extension round – led by Endeavour Vision, alongside NEA (New Enterprise Associates), Pura Vida Investments, Purple Arch Ventures (a part of Alumni Ventures Group), Logos Capital, and Gaingels. This extension brings Willow’s total Series C investment to $81.8 Million. With the most innovative breast pump on the market, Willow will use its latest growth capital funding to invest in new products and further expand its reach. “We are excited to lead Willow’s Series C extension to further support the accelerated growth ahead for the company,” said Rob Barmann, Partner at Endeavour Vision. “As the innovation leader in its category, we believe that Willow will continue to develop groundbreaking innovations that disrupt the FemTech and MedTech industries.” Willow launched as a direct-to-consumer brand, bringing life-changing technology to women experiencing new motherhood. Willow has since expanded to reach moms through retail and insurance channels, and was the fastest growing brand in 2020 in retail for breastfeeding systems, according to NPD Group. Its innovative breast pump has impacted more than 130,000 moms so far.
Omnicom Media Group Account Wins
John D. Wren, Chief Executive Officer, Omnicom Media Group talked at the company’s first quarter 2021 earnings call about several accounts the holding group has won lately including the following: After recently selecting OMD as its US media agency of record Home Depot has named BBDO as its creative agency of record. Avocados from Mexico hired GSD&M as its agency of record. TWBA\Chiat\Day LA was named Agency of Record for three new clients; Behr Paint – who last week named IPG Mediabrands’ UM unit its media agency of record-, Moderna and Schwan’s Company. OMD also won the media business for Dr. Scholl’s.
Domino’s Pizza
Noid, Domino’s Pizza pesky antihero has returned in Domino’s new television ads, which begin airing today, trying to thwart the advanced technology of Nuro’s R2 robot, a completely autonomous, occupantless on-road vehicle, out on a pizza delivery. “The Noid is Domino’s oldest and most famous villain, and the pizza delivery testing we’re doing with Nuro’s autonomous vehicle is exactly the kind of technology innovation that could provoke the Noid to return,” said Kate Trumbull, Domino’s vice president of advertising. “However, after 35 years of practice in avoiding the Noid, we’re pretty confident we know how to defeat it.” While television screens are a great place for a classic nemesis to return, mobile devices are the newest place for the Noid to cause problems. Starting May 7, the Noid will join the newest installment of the Crash Bandicoot gaming series, Crash Bandicoot: On the Run!, a new mobile adventure that honors the rich 25-year history of the franchise. The Noid has even schemed its way into GIPHY, the online platform that houses GIFs and stickers for use on all major social media platforms. Fans can find and share the devious creature by searching “The Noid” in GIF and sticker search engines on Facebook, Twitter, Instagram, Snapchat, and TikTok, or by visiting giphy.com/dominos.
U.S. Navy
The U.S. Navy has re-upped with WPP’s VMLY&R for a new five-year extension on its advertising contract focused on recruitment. The new contract’s value over its five-year period lies at US $470 million. The Navy spent an estimated $9 million on measured media in 2020, down from $15 million in 2019, according to Kantar.
