Retrospective: 10 Creative Marketing Actions by Brands This Year
Posted: Mon Jan 20, 2025 5:56 am
Grabbing consumers' attention amidst an ocean of approaches, messages, videos, audios and information is an increasingly difficult task for advertisers and agencies.
Therefore, Meio & Mensagem highlights ten marketing actions that, in 2023, managed to stand out due to their creativity and the way they chose to impact their target audience. Check them out:
“The most valuable tweet” by Leo Burnett for Fiat
A longtime partner of Big Brother Brasil, Fiat changed its strategy in 2023 and stopped sponsoring the reality show. The quota was taken by another car manufacturer: Chevrolet. On the day of its debut greece whatsapp data on the show, the company showed off its newest Montana model, testing the contestants' skills and starring in Fred Nicácio's return to the game. Fiat, however, took advantage of the occasion, even outside of the reality show. While the brothers were competing for the lead — and the Chevrolet car — Fiat used the conversations about the show on social media to carry out an action, developed by the agency Leo Burnett TM. The brand responded to a viewer, who said he found it strange to see a test on BBB that didn't give away a Fiat Toro, informing him that he had won a car. The tweet became the most commented on in Fiat's history and reached the trending topics. The action provoked a response from Chevrolet, which took the opportunity to announce a promotion, and from other brands, such as Burger King and Heinz.
“Heinz Tatoo Ink” by Soko for Kraft Heinz
Ketchup and tattoos seemed like an unlikely combination, but they became a reality with the “Heinz Tattoo Ink” initiative. Aware of a movement in which fans of the brand tattooed the image of their product on their skin, Heinz teamed up with Electric Ink to develop a red ink that was not harmful to health and that was made using quality criteria as rigorous as those used to make the sauce. The project, created by Soko, was conceived at a time when the news was talking about how colored tattoos were becoming restricted — and even banned — in several countries around the world. The bans at the time came after it was identified that chemical agents present in the pigments were causing allergic reactions during the healing period of tattoos, in addition to other long-term health problems. In light of these discussions, Heinz and Electric Ink created the red ink, in a proprietary shade, based on the brand's official Pantone color. The campaign also invited five renowned Brazilian tattoo artists to create 57 stencils.
“Playing with Intimus”, by FCB for Kimberly
To promote dialogues in order to break the stigmas about menstruation in the world of sports. This was one of the goals of the “Playing with Intimus” campaign, launched by Kimberly-Clark’s feminine care brand in April of this year. The launch took place during the final phase of the Volleyball Super League. In one of the matches, award-winning player Nyeme, from Gerdau Minas, entered the court wearing a personalized t-shirt with her name printed on a sanitary pad, in addition to the brand’s logo. By partnering with athletes who participate in the games while menstruating, Intimus wanted to bring visibility and help normalize the subject. The campaign was conceived by FCB Brasil and was based on the information that one in two teenage girls — according to a global survey commissioned by Puma — abandons sports when they start menstruating, mainly due to embarrassment, fear of leaks or menstrual pain. The campaign also featured Jaqueline Carvalho, Flavia Saraiva and Victoria Albuquerque.
Therefore, Meio & Mensagem highlights ten marketing actions that, in 2023, managed to stand out due to their creativity and the way they chose to impact their target audience. Check them out:
“The most valuable tweet” by Leo Burnett for Fiat
A longtime partner of Big Brother Brasil, Fiat changed its strategy in 2023 and stopped sponsoring the reality show. The quota was taken by another car manufacturer: Chevrolet. On the day of its debut greece whatsapp data on the show, the company showed off its newest Montana model, testing the contestants' skills and starring in Fred Nicácio's return to the game. Fiat, however, took advantage of the occasion, even outside of the reality show. While the brothers were competing for the lead — and the Chevrolet car — Fiat used the conversations about the show on social media to carry out an action, developed by the agency Leo Burnett TM. The brand responded to a viewer, who said he found it strange to see a test on BBB that didn't give away a Fiat Toro, informing him that he had won a car. The tweet became the most commented on in Fiat's history and reached the trending topics. The action provoked a response from Chevrolet, which took the opportunity to announce a promotion, and from other brands, such as Burger King and Heinz.
“Heinz Tatoo Ink” by Soko for Kraft Heinz
Ketchup and tattoos seemed like an unlikely combination, but they became a reality with the “Heinz Tattoo Ink” initiative. Aware of a movement in which fans of the brand tattooed the image of their product on their skin, Heinz teamed up with Electric Ink to develop a red ink that was not harmful to health and that was made using quality criteria as rigorous as those used to make the sauce. The project, created by Soko, was conceived at a time when the news was talking about how colored tattoos were becoming restricted — and even banned — in several countries around the world. The bans at the time came after it was identified that chemical agents present in the pigments were causing allergic reactions during the healing period of tattoos, in addition to other long-term health problems. In light of these discussions, Heinz and Electric Ink created the red ink, in a proprietary shade, based on the brand's official Pantone color. The campaign also invited five renowned Brazilian tattoo artists to create 57 stencils.
“Playing with Intimus”, by FCB for Kimberly
To promote dialogues in order to break the stigmas about menstruation in the world of sports. This was one of the goals of the “Playing with Intimus” campaign, launched by Kimberly-Clark’s feminine care brand in April of this year. The launch took place during the final phase of the Volleyball Super League. In one of the matches, award-winning player Nyeme, from Gerdau Minas, entered the court wearing a personalized t-shirt with her name printed on a sanitary pad, in addition to the brand’s logo. By partnering with athletes who participate in the games while menstruating, Intimus wanted to bring visibility and help normalize the subject. The campaign was conceived by FCB Brasil and was based on the information that one in two teenage girls — according to a global survey commissioned by Puma — abandons sports when they start menstruating, mainly due to embarrassment, fear of leaks or menstrual pain. The campaign also featured Jaqueline Carvalho, Flavia Saraiva and Victoria Albuquerque.