TurboTax, Noosa Yoghurt, Ruffles, Planet Fitness, Molson Coors, MasterCard … and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.
(This article has been corrected/updated). TurboTax, from Intuit , the global technology platform that includes TurboTax, QuickBooks, Mint, Credit Karma, and Mailchimp, announced its new 2022 brand campaign, “You do your thing”. Celebrating the uniqueness of people’s lives and the enthusiasm and expertise of its network of thousands of TurboTax Live tax experts, the integrated campaign showcases how TurboTax Live tax experts can solve even the most complicated tax situations. Because a complicated life means interesting taxes. “Many people believe that what makes them unique will make their taxes complicated. But for TurboTax Live tax experts, that just makes things interesting,” said Cathleen Ryan, VP of Marketing for Intuit TurboTax. This is the second year the brand campaign has focused on the company’s TurboTax Live offerings. With Turbo Tax Live, filers can get expert help as they go or hand their taxes off to a dedicated tax expert to file for them from start to finish. And Intuit’s AI-powered expert matching will pair filers with TurboTax Live tax experts experienced in their personal tax situation for a first of its kind full-service tax preparation experience. With six films, including two Spanish-language spots, this year’s “You Do Your Thing” campaign highlights a crypto investor, gamer and self-employed musician and an influencer and how their dedicated TurboTax Live expert has them covered. The integrated campaign will span digital, audio, social and partner channels.
This year’s campaign films features:
“You Do Your Thing”: No matter how unique a person’s life is, TurboTax Live tax experts can handle the complexities. From living the nomadic van lifestyle to a pandemic-induced career change, experienced TurboTax Live experts are here to help filers get their biggest refund.
“Millionaire, Shredder, Astrologer”: Whether filers invest in crypto, own a small business, or are too busy being a shredder to do their taxes, TurboTax Live tax experts can handle it.
“Hand it off, Expertise” (Spanish): Bilingual TurboTax Live tax experts help filers navigate the tax implications of getting married and expanding their household with a grandparent moving in.
The 2022 brand campaign was created in partnership with Wieden+Kennedy, an independent creative advertising agency.
Noosa Yoghurt kicked off its New Year Un-Boring You seasonal campaign. The company is offering the chance to win US $10,000 for consumers that make their boldest resolutions a reality. “At noosa, we have a philosophy of living life full-on and taking an uncompromising approach to everything we do,” said Jason Vieth, Executive Vice President and General Manager of Sovos Brands, noosa’s parent company. “The noosa New Year Un-Boring You Resolutions Contest encourages fans to take the same approach and make their most full-on dreams come true. Through this campaign, we hope to resonate with our fans beyond our product by cheering them on through all of life’s greatest moments.” Fans of the iconic yoghurt brand can submit their most daring and creative resolutions through the official contest registration form from January 3 through January 19, 2022. With January 19 often called “quitters day” due to many folks abandoning their resolutions by the month’s end, noosa is challenging its shoppers to kick the bad habits and start the year off as their best selves. “We are excited about the robust digital efforts for this campaign, including a creative social media platform that details our noosa New Year Un-Boring You campaign encouraging fans to enter to win,” Jason added. “We encourage consumers to purchase noosa products to complement their full-on goals with delicious snacks to keep them fueled along the way!”
Everyone faces different obstacles in life, but it’s how they respond to those challenges – their “ridges” – that truly sets them apart from the rest. Growing up in the inner-city of Akron, Ohio, LeBron James learned how to turn obstacles into opportunities, which is why Ruffles®, the Official Chip of the NBA, and the NBA All-Star are teaming up to introduce fans to a new era of the Own Your Ridges™ campaign. Ruffles, a brand famous for the ridges on its chips, has been on a mission since earlier this year to inspire fans across the nation to unapologetically own what makes them unique – their “ridges.” Now, Ruffles and James are deepening what it means to Own Your Ridges by inspiring America to embrace life’s obstacles because each person’s journey to achieving their goals is what makes them and their story unique. James’ multi-year partnership with Ruffles, which will span multiple campaign elements across retail, social media and more, kicked off with a brand-new TV campaign titled “Ruffles D.N.A.” debuting on Christmas Day. “Just like the ridges that set Ruffles apart from any other chip out there, our personal ridges are what make us unique,” said Stacy Taffet, vice president of marketing, Frito-Lay North America.“ Own Your Ridges is all about embracing the challenges that have shaped who we are today, and we’re excited to bring this mission to life in a whole new way with LeBron James as the face of the campaign because he’s the perfect embodiment of someone who overcame his challenges in life to become one of the most successful athletes in history. We hope this campaign inspires others to celebrate the things in life that make them who they are – no matter how difficult those experiences might be.” In 2022, Ruffles and James will continue their mission to inspire fans everywhere to own their ridges.
Planet Fitness, one of the largest and fastest-growing franchisors and operators of fitness centers in the United States, returned as the presenting sponsor of Times Square’s New Year’s Eve celebration for the seventh consecutive year, in partnership with Times Square Alliance and Countdown Entertainment. Revelers returned to Times Square to ring in a “Judgement Free” 2022 with a festive purple and yellow New Year’s Eve party hats complete with a silky material with gold beads hanging from a holographic brim. Planet Fitness was featured on the 50th anniversary of “Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest 2022” on Friday, Dec. 31, beginning at 8:00 p.m. EST on ABC – with a presence in New York, Los Angeles and the show’s first-ever Spanish language countdown in Puerto Rico – as well as on the Times Square’s 2022 webcast throughout the night.
During the past holiday season, Molson Coors spread more than holiday cheer – as well as spreading awareness for making safe, responsible choices when celebrating by offering free rides on New Year’s Eve through its 2021 Miller Lite and Coors Light Free Rides program. This year, the program will offer free rides in six different metro areas across the country, including Denver, Milwaukee, Chicago, Dallas, Minneapolis/St. Paul and Phoenix. “I’m incredibly proud to be part of an organization that is so committed to the communities it serves. At Molson Coors, we want the places where we work to be even better places to live and that includes ensuring safety in those communities,” said Tami Garrison, Community Affairs Director, Molson Coors. “Our Free Rides program is just one of many ways Molson Coors helps others celebrate responsibly. People can ring in 2022 knowing they have a transportation alternative on New Year’s Eve.”
MasterCard Acquires Personalization Platform Dynamic Yield
Mastercard and McDonald’s announced an agreement for Mastercard to acquire McDonald’s state-of-the-art personalization platform and decision engine company, Dynamic Yield. According to a statement, Dynamic Yield’s technology is a natural addition to Mastercard’s existing suite of services that help brands deliver more effective and trusted customer experiences across channels. Sitting across online and offline channels to personalize a consumer’s experience with a brand, Dynamic Yield delivers individualized product recommendations, offers, and content based on a range of factors, including past purchases, page views, time of day, current store traffic, and trending products. The software-as-a-service (SaaS) platform uses advanced AI and other technologies to support 400+ brands across the retail, financial services, travel, and restaurant industries, among others. ”The notion of going into a store or opening a webpage to find an experience perfectly tailored to you is no longer farfetched. It’s a reality that more brands are deploying and more consumers expect. With Dynamic Yield’s expertise and our scale and relationships, we’ll be able to bring the connections between the end consumer and our customers to new heights,” said Raj Seshadri, President of Data & Services, Mastercard.
Old Spice’s Hispanic Outreach
In its first-ever collaboration with Univision, Procter & Gamble’s Old Spice launched a new ad aimed at expanding its reach among the Hispanic consumer in the United States. The 30-second TV spot stars celebrity actors Angélica María, Arath De La Torre and Adriana Morales – a star-studded lineup that the brand hopes will leave a lasting impression among its target audience. “We tried to style it after a telenovela, with big, dramatic scenes and musical and sound moments to make sure that we’re dialing up that tension… and sort of blend that line between drama and comedy with playful dynamics,” Matt Krehbiel, vice-president of Old Spice, told The Drum. Old Spice manufactures male grooming products encompassing aftershaves, deodorants and antiperspirants, shampoos, body washes, and soaps. In a recent website post on multicultural marketing, Marc Pritchard, Chief Brand Officer at Old Spice owner P&G, wrote that “representation isn’t enough – we need the habit of ensuring relevance in every ad, marketing message, and program on which we advertise. Representation without relevance is meaningless at best and can be viewed as pandering at worst. While we see more diversity in ads and programs today, we need to get into the habit of ensuring that every person is accurately portrayed – no stereotypes, no objectification, no diminishing. That requires getting into the habit of discovering unique and meaningful insights into the benefits that matter to each individual group. Old Spice is a good example. For years, we questioned why our market share was so low among Black men despite featuring Black actors in our ads. While the over-the-top humor was funny to some, Black men or women wanted to see Black men represented as sophisticated and smooth, not brash, and loud. So, we uncovered the unique insight around a desire for products with real benefits like moisturization and fragrances he prefers, and then added some fun tension about guys not being great at sharing their personal care products. This campaign, Men Have Skin Too’s “Is that my Old Spice?” and “Mother-In-Law”, has ignited growth among Black consumers, and for the entire brand, because it’s not only representative, it’s relevant. Let’s commit to the habit of representation with relevance. It matters, and it drives growth.”