The month in marketing: Kellogg’s launches cereal craft beer as Monzo hits TV screens
A round-up of the latest news and insight from the global marketing sector
Kellogg’s branches out into beer
Kellogg’s has decided to cash in on the craft beer trend after unveiling three new alcoholic beverages made from upcycled cereal.
Kellogg’s Coco Pops stout beer
The cereal manufacturer joined forces with Seven Brothers Brewery to launch an IPA made from Corn Flakes, a stout beer made from Coco Pops and a pale ale upcycled from Rice Krispies.
The drinks were made from bits of Kellogg’s cereal that were considered too big, too small, or too overcooked to go on general sale in supermarkets.
Nike salutes US World Cup winners
Nike took to Twitter this month to unveil a highlights reel of the US women’s football team after their World Cup win in France.
https://twitter.com/Nike/status/1147912201652469760
The montage was created alongside some stirring motivational slogans, while Nike sponsored 14 of the 24 teams at the competition, including beaten finalists the Netherlands.
After the tournament, the USA women’s home jersey became the bestselling football shirt ever to be sold at Nike.com in one season.
Netflix embraces Stranger Things hype
Netflix recreated the ice-cream parlour from the third season of cult TV series Stranger Things to coincide with the launch of the new series in the UK.
have you spotted a scoops ahoy ice cream van in the wild yet? one might be coming your way pic.twitter.com/JYU8wm65fo
— Netflix UK & Ireland (@NetflixUK) July 9, 2019
The 1985-themed Scoops Ahoy ice-cream van toured around Britain until 17 July, stopping at cities including Glasgow, Leeds, London, Exeter and Dublin.
The van had a Stranger Things-inspired jingle. One side of the van has a retro, pastel pink, white and blue scheme, while the other is based on the scary world of the Upside Down.
Fairy gets proactive for Pride month
Fairy rebranded to Fair for the month of July to promote LGTBQ issues during Pride month and raise awareness of the importance of speaking openly LGBTQ rights.
Fairy’s Pride month rebrand
The initiative includes a name change, a rainbow logo and a video campaign featuring Duncan from Blue, which calls on families to speak openly and positively about LGBTQ issues.
Brent Miller, leader of LGBTQ communications at P&G, told Marketing Week that he wanted to leverage “the size and iconic nature” of Fairy to spark conversations about LGBTQ rights.
Monzo makes immediate impact with TV ad
Monzo has revealed that June was “by far” its biggest month for sign-ups after launching its first major TV ad campaign.
The banking app hailed the above the line marketing method after sign-ups rocketed to more than 250,000 new customers, with brand awareness also up to 48% from 35%.
The four-advert TV series aimed to give Monzo a brand voice by highlighting innovative features such as money management and the speed and use of a digital bank account.