The Reception


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Celebrity endorsement

Celebrity endorsement is no hidden treasure in the marketers’ toolbox; it has been practiced since the 18th century. As early as 1760, Josiah Wedgwood, the founder of Wedgwood used royal endorsement to create a heightened value for his products.  With the sheer amount of celebrities in existence, it is a surprise if today is not referred to as the Celebrity Age. Always on the hunt for local gems, Creative Culture had a look at a few endorsements outside of the UK… that may come as a surprise. 

"The White Truth"

An innocent looking microsite created by Raffaello, a white praline brand, was created to provide a secret social media platform for Arab women to invite their friends and express their opinions and identities in a safe environment.   With no advertising or PR, word of mouth spread secretly by social media and over 64,000 Arab women took the opportunity to express themselves.

Showers and housing

Although it is commonly assumed that faster-than-sound passenger travel died with the Concorde, this isn’t quite true: it overlooks the Caledonian Sleeper. With a few whiskies inside you, this is as close as you can get to teleportation. Yes, according to the timetable it takes about eight and a half hours between Perth and London, but as you are asleep for eight of them, this makes for a supersonic speed of 900 miles per conscious hour. Quite simply, if you are asleep, or otherwise productively or pleasurably engaged, travel time isn’t all that important. And, if you accept this principle, it becomes clear that Google and Elon Musk have completely missed an opportunity to really innovate with their early ideas for self-driving cars.

End of brand purpose?

Pepsi, Heineken, Dove and McDonald’s have all run into trouble recently by combining social purpose with a sales message. Is this the end for brand purpose? Purpose seems to be reaching a tipping point, doesn’t it? Recent months have seen a wave of ads that have backfired in an attempt to be socially relevant. First there was Pepsi – a campaign so stunningly misconceived that it created one of those ironic feedback loops where people started to like them for it (in a moment for the branding historians, there were reports of protesters hurling Pepsi cans at police).

Brands and gaming

Of all the different forms of popular culture, gaming is the one of the most full of misconceptions. When many people think of gamers, they think of teenage boys sitting indoors on their computer. Increasingly, they are wrong.

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