The Shoppe - Coca-Cola's Summer Campaign, Truly Hard Seltzer’s Partnership with Dua Lipa, & More!
Welcome back to The Shoppe! This week we’re talking about Coca-Cola's summer campaign, Apple’s App Tracking Transparency ad, Truly Hard Seltzer’s partnership with Dua Lipa, and more. Don’t forget to subscribe so you can be notified every time we post!
Coca-Cola recently launched their “Open for Summer” campaign, with new packaging that features 24 short poems linked to popular summer activities. The poems describe in-person summer occasions, like movie nights and sporting events, that are making a comeback following the limitations of last summer’s social calendar caused by the COVID-19 pandemic. While the poems don’t directly mention COVID-19, they bring about a sense of excitement and optimism within the recovery process of the pandemic and former activities making a return. The campaign was released in stores on May 17th and will be featured on Coke and Coke Zero bottles until August 8th.
Apple released a new advertisement focused on their new App Tracking Transparency (ATT) feature that was recently released in iOS 14.5. The ad shows an iPhone user going about his day and how his everyday activities - representing frequently used apps - put his privacy at risk. Throughout the video, people begin to follow him and collect more of his personal information, he then causes them to disappear by enabling the ATT feature. The ad is part of Apple’s privacy campaign and users are loving it; a recent analytics report from early May shows that 96% of iPhone users are utilizing the ATT feature to protect their data and the majority of users are in support of the company’s recent emphasis on privacy. However, this prompts marketers to adjust their strategies and tracking and reporting tactics.
Amongst the gradual reopening of public places and increasing demand for in-person activities following the COVID-19 pandemic, Lyft has released a new campaign to highlight the struggles of returning to normal life. This follows Lyft’s new data comparing rider usage between April 2020 and April 2021 that shows an increase in rides to public places such as restaurants and gyms, presumably due to the gradual reversion to normal life and the rapid distribution of vaccines. The new ads feature short, comedic skits depicting everyday struggles people may have after the pandemic, including things as simple as a greeting or commuting to work. Lyft plans to run the “How to Human” ads through the holidays on social media and television.
Truly Hard Seltzer debuted their “No One Is Just One Flavor” campaign on May 22, featuring award-winning pop star Dua Lipa. The campaign was created to highlight the wide range of flavors Truly offers (27 in total) and their well-rounded consumer base to emphasize that their drinkers are more than one thing. The loud, colorful ad depicts Dua as a multifaceted individual who has many interests such as yoga and being a dog mom. Truly Vice President, Don Lane, says the campaign is meant to “show off the many flavors that make them (consumers) who they are,” in the same way that Truly seltzers have multiple unique flavors.
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