Tag Archives: global

Anya Hindmarch’s cereal partnership is far from soggy

13 Oct

If you didn’t fancy a bowl of Kellogg’s finest before reading this blog, you will now.

Thanks to fashion designer Anya Hindmarch – the woman behind the ‘I’m Not a Plastic Bag’ campaign – the latest trend is vintage-inspired accessories that pay homage to big brands. From Ariel washing powder clutches and Custard Cream purses to Rich Tea baguettes and Coco Pops totes, this collection has hit the shelves at a time when demand for nostalgic kitsch has almost hit the roof.

And one in particular has caught my eye – Frosties.

With a fresh landing page, a strong social media presence and bold e-comms, this partnership is unique because both brands benefit from the added value. Here’s how:

Anya Hindmarch
Having been inspired to develop the limited edition Fashion Flakes range as part of her Counter Culture collection – inspired by her passion for making the ordinary, extraordinary – the bags are exclusive to her stores in London and Paris, instantly making it a sought-after product.

But, so not to put the products on a pedestal, Anya’s cleverly employed the use of social media to create a buzz – making these luxury items seem attainable to the average cereal eater.

Fans are being encouraged to post images or films on Instagram, tagging @anyahindmarch with the hashtag #cerealshopper for the chance to win a £1,350 bag.

With each Instagram post featuring the collection – or the Frosties-themed milk float, which formed part of a PR photo-call where cereal was handed out during London Fashion a Week – reaching 57,000 followers and generating in the region of 1,000 likes, it’s by far the best platform for the designer to show off.

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Frosties
But, what does Kellogg’s get in return for loaning out its family favourite brand I hear you ask? Well, whether you’re a collector or just like your cereal boxes with a pinch of class, you can get your hands on a redesigned Frosties box for a respectable £3 (the same calibre high-end creation at the snippet of the price).

Of course, Tony the Tiger is holding one of Anya’s bags as an extra plug, but on the whole the metro (modern vs retro) interpretation looks good and gives Kellogg’s some new content for its comms channels – something a 100+ year old brand must be desperate for. It’s also been able to share the love with Waitrose where the chic cereal will be available for a short period.

So, as you can see, two totally different brands from different sectors and with different audiences (the proportion of women with Anya’s luxury handbags who eat Frosties is considerably small, or so I assume) can successfully work together.

It’s simply a case of sharing key assets – in this case it’s Tony – and making it relevant to each other’s customer base using the right comms channels. It’s like a formula and this one has been well executed:

 

Photo-call launch + global news hook + exclusive product + competition + social media = brand awareness + recognition + engagement = sales

Do you agree? What element of the partnership do you think tastes grrreat?

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The Academy tweets the perfect tribute to Robin Williams

12 Aug

When I woke up this morning I had a #WhileYouWereSleeping hashtag moment after reading that Oscar-winning actor Robin Williams has died at the age of 63.

As the world’s media look for people who ‘knew him well’ for sofa interviews, finalise their obituaries and monitor celebrity tributes, there’s just one thing I’m interested in today: The Academy.

Eight hours ago it tweeted the words ‘Genie, you’re free‘ to 768,000 followers (and counting), in reference to Williams’ role as the Genie in Disney’s Aladdin – and it’s already been re-tweeted more than 196,000 times and favourited by over 130,000.

Throughout Williams’ 35-year career, he was nominated for four Oscars but was always the bridesmaid and never the bride until he teamed up with Matt Damon and Ben Affleck for Good Will Hunting in 1997 – five years after Aladdin. So, why did it tweet the Genie?

Jumanji, Patch Adams and Hook aside, this was Williams’ iconic role, albeit animated, because he didn’t even have to act. The Genie is Williams – the role was designed for him, not the other way around. And the fact that the film sold well over 25m copies worldwide upon its release is testament to this.

So, now that’s settled, why else was the tweet so successful (apart from being picked up by online superpower Buzzfeed)?

1) Thought leadership

The Oscars are at the top of the food chain when it comes to the movies. The honours are respected, so if The Academy is tweeting to a large audience, everyone takes notice.

2) A picture says a lot of words

The Academy used a striking and emotive image of the Genie with Aladdin. It didn’t feel the need to crop, zoom in or filter. It opted for simplicity and it’s paid off.

3) Straight to the point The simplicity of the image was also reflected in the wording, which captured the essence of Williams without the need for hashtags, weblinks or self-promotion – maintaining The Academy’s classy reputation. So, not only is this the perfect tribute, but also the perfect PR balance.

What do you think of the tribute tweet?

The Academy tweets the perfect tribute to Robin Williams

The Academy tweets the perfect tribute to Robin Williams

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