Axe is back

and it's brought the '90s with it

Hi friends,

way back in 2005, during the summer before finals, I spent my mornings hitting the gym and exploring the world of marketing at Giovanni Liuzzi 's office in my small Puglia town. I remember one of the hottest trends back then was?Axe's 'Bow Chicka Wow Wow.'?Since then, I don't think Unilever's brand has had that same spark until their recent campaigns with Lola. The latest ad brings the brand back with a '90s classic and a fresh, modern vibe.?

This week marked World Mental Health Day, and I want to highlight two initiatives, one in Italy and one in the UK, focused on mental health in football.?

Wrapping up the newsletter with Coca-Cola's new billboard (their first from?Uncommon Stockholm) and a little design gem from Singapore for bao lovers.?

Have a good read.

ADVERTISING

AXE and Bizarrap ignite a night of romance and rhythm

In celebration of the launch of AXE Pure Coconut, part of the "Fine Fragrance Collection," AXE collaborates once again with renowned artist?Bizarrap, alongside director?Juan Cabral, to deliver a vibrant music video. This captivating visual narrates the excitement of first dates, culminating in a lively party where a remixed version of the classic '90s hit "What Is Love" sparks a magical atmosphere. The campaign by LOLA MullenLowe , set to roll out across Latin America and Spain, includes various activations and content tailored for major social media platforms.

Watch the ad and read more here on LBBonline - Little Black Book

ADVERTISING

Kick Off Conversations: Norwich City FC and Samaritans tackle Mental Health together

In a groundbreaking initiative for World Mental Health Day,?Norwich City Football Club?and Samaritans launched the ‘1-minute unsilenced’ campaign, inviting fans to break the silence on mental health issues. Instead of a traditional minute of silence, attendees at?Carrow Road?were encouraged to speak up and check in on each other, highlighting the urgent need for conversation around mental health. With over 25,000 fans participating, the event aimed to raise awareness about the rising suicide rates in the UK, emphasizing that talking about mental health can save lives.

Watch the ad and read more here on LBBonline - Little Black Book

FEATURED

A bunch of news from my network

-?For the first time, a professional football team in Italy has a mental health partner?[source Daniele Francescon linkedIn, who is?no longer Serenis CMO]?

-?Next week, there’s Mia Festival in Rome?[source Gaia Tridente linkedIn]?

-?xFarm raises €36M Series C?funding [source Giuseppe Lacerenza linkedIn]

-?Al.ta cucina is launching the Food Creators Awards?[source Simone Mascagni linkedIn]

NOBODY READS ADVERTISING

People read what interests them, and sometimes it’s NOT an?Ad

Let's jump in something out of the bubble:

Must-read NL:?The Social Juice has this weekly issue titled?“What happened in marketing” that updates you on everything trending in social, branding, AI, Marketing and Tech.

Streaming binge:?Quantifying 'The Kevin Bacon Game': A Statistical Exploration of Hollywood’s Most Connected Actors?→ this week’s issue of one of the best Substack NL for a nerd like me:?Stat Significant by Daniel Parris

Infomaniac:?Disney’s parks are getting more expensive, again

Artips (for gamers):?Nintendo shows off Mario, Zelda, and 135 years of history in a new Kyoto museum

In case you missed is the easiest way to keep posted on all the advertising and marketing picks of the week you can't miss.

If you want to receive the news directly in your inbox,

fill in your e-mail and subscribe here.

MARKETING

Mktg picks not to miss

-?LVMH bets on booze-free Bubbles at $100-plus a bottle

-?Old-School magazines are Brands’ new favourite marketing tactic

-?Duracell CMO’s lessons for bringing low-interest brands into culture

-?Temu faces another class action lawsuit over text message marketing

-?Why live sports could be the ‘killer app’ of the metaverse and a new arena for big brands

ADVERTISING

Tacos & Coca-Cola: a match made in Mexico

Uncommon Creative Studio Stockholm's latest campaign for Coca-Cola brings the vibrant essence of Mexican taquerias to Norway. Featuring striking black-and-white photography by?Frederik Trovatten, the ads subtly highlight Coca-Cola's iconic presence alongside taco stalls, emphasizing the tagline, "Where there are tacos, there's Coca-Cola." With a refreshing approach that downplays logo prominence, the campaign celebrates authentic moments in outdoor spaces across Oslo, inviting everyone to savor the perfect pairing of tacos and Coca-Cola.

Watch the ad and read more here on Creative Review

DESIGN

Bao-tiful Branding: how Darling Visual Communications revamped Bao Makers' Identity

Bao Makers, a beloved Singaporean restaurant, has undergone a vibrant rebranding led by Darling Visual Communications . Since 2015, Bao Makers has blended tradition and innovation in its bao creations, and the new branding reflects this ethos. With a bold checked pattern symbolizing the bao-making process, a lively color palette representing Singapore's culinary diversity, and a minimalist typeface, the design creates a cohesive visual narrative that enhances customer experience. From packaging to interior design, every element invites patrons to connect deeply with the bao-making story, celebrating its heritage and modern flair.

Read more here on The Brand Identity

Thank you so much for reading this far, I really appreciate it. The most clicked link from last week is this one:?

-?Roku’s fix for TV chaos: Stream without the Scream

My name is Domenico Loperfido.

?? If you're a brand looking to reach more than 2,600 Marketing and Advertising enthusiasts who read "in case you missed it" with a banner or branded content, feel free to contact me at [email protected]

?? You can find me on Instagram as @domenicoloperfido and on LinkedIn as @loperfidodomenico (simple as that).

If you want to receive the news directly in your inbox, fill in your e-mail and subscribe here.