GALTON ReCaps: Liquid Death's Controversial Ad and Leffe's Monastic Sound

At our agency, we regularly monitor marketing shifts of ?? brands that have made ?? bold steps in their own branding, employer branding and communication. Subscribe to the GALTON ReCaps newsletter and receive regular ?? inspiration from the ?? world of brands that you should definitely not miss.

The current climate in the advertising landscape reflects the shifting mood in society. This month, we see brands unafraid to shock and provoke. Liquid Death's campaign is a clear example of this, while Discord brings a fresh breeze with its new rebranding. We can see that brands are always looking for new ways to grab attention and create a deeper connection with audiences.

LIQUID DEATH: THE DANGERS OF SUGAR

Liquid Death, known for its provocative ?? and uncompromising communication style, raises eyebrows ?? once again with its latest campaign that combines children and cigarettes in one ad. Chace Crawford, a star of the series The Boys, portrays the character The Deep, who teaches school children about the dangers of sugary ?? drinks. After demonstrating what sugar does, The Deep lights up a cigarette ?? to emphasize his point.

The ad is humorous ?? and provocative, aiming to spark discussion and generate attention ??. Vice President of Creativity Andy Pearson believes the campaign is justified, as the amount of sugar in drinks often exceeds the recommended daily intake. ?? Read more

DISCORD: YOUR PLACE TO TALK

Discord celebrated its ninth anniversary?? with a major rebranding initiative, featuring a new, modern look?? and enhanced visual identity. Originally created for gamers ??, the platform now serves diverse communities for social interaction, collaboration, and entertainment.

The goal of the rebranding is to improve user experience across various gaming platforms such as ?? PS5, Xbox, and PC, while also being more inclusive to all users. Discord now aims to be a place where everyone can find their community, create their own chat server, and ??communicate with friends, whether they are into gaming or not.

The brand has retained its playful ?? and unique character, enhancing the classic Clyde symbol, which now comes alive with a variety of new expressions. By using the playful and sophisticated Ginto font, they added energy ?? and charm, making it more accessible and appealing to the target audience. ?? Read full case study

GERMAN CAR, AMERICAN KETCHUP & ARTIC FOX

German car, American ketchup, and Arctic fox. Three distinct concepts, but they do have something in common. Can you guess what connects them?

Read the inspiring interview with our CEO, Andrej Mitas , in Forbes Slovensko and discover:

?? how successful brands respond to an ever-changing market,

?? the most common mistakes made by Slovak brands,

?? how to strike the right balance between consistency and flexibility,

?? why branding is becoming increasingly important for companies.

?? Read full article on Forbes

WHY GOOGLE CHANGE BRAND ARCHITECTURE

Google has restructured its entire ??? brand architecture - from now on, the main ?? umbrella brand is Alphabet. It becomes the parent company, with Google, which manages digital services such as Search, Maps, YouTube, and Android, becoming just one part of the entire brand architecture, also including Fiber, Nest, Ventures, and others. These brands will operate as divisions directly under the ?? Alphabet brand.

The new structure allows Google to focus on its core business - internet, software, and online advertising. The goal of this change is to provide ?? investors with greater transparency, separate unrelated ?? business activities, and focus on the growth of each division as an independent brand.?? Read more

LEFFE: NEW SONIC IDENTITY CAPTURES HISTORY

The ?? beer company Leffe, whose delicious brew was first crafted in 1240 by monks at the Leffe Abbey in Belgium, brings its ??? historic sound identity to modern consumers with "The Sound of Monastic Divinity." The identity captures the harmony of monastery bells, organ playing, and choral singing, skillfully transformed into a contemporary ?? digital form. This sound branding includes a wide ?? sound palette from a thematic sonic logo to various adaptations, aiming to ensure the uniqueness and immediate recognition of the Leffe brand.

Listen to this amazing ?? sound branding and experience the unique history of Leffe. ?? Listen full sonic palette.

EASYJET: EMPLOYER BRANDING CAMPAIGN AIMED AT WOMAN

EasyJet has launched a Europe-wide employer branding campaign that helps potential candidates understand what it takes to become a ?? pilot. The series of ads link to an interactive online pilot skills test, which directly engages interested individuals, allowing them to discover if they have the key skills needed for the profession ??.

The campaign is based on quantitative research by easyJet, which showed that 59% of UK residents still consider piloting to be a male profession. EasyJet aims to change this narrative, and thus the campaign focuses on a ???? female audience. ?? Read more

ZF LAUNCH EMPLOYER BRANDING METAVERSE IN CENTRAL EUROPE

ZF is launching its first Employer Branding Metaverse in the Eastern European market to enhance ???? talent acquisition and employee engagement. This innovative virtual space provides candidates and employees with a wide range of information about ZF, allowing them to gain a deeper understanding of the company's culture and ?? career opportunities.

The Metaverse also interactively engages users in live events, communication with recruiters, schedules meetings with HR managers, and enables direct collaboration on ?? presentations. "The ZF Employer Branding Metaverse offers an immersive experience and fosters new opportunities for our employees and attracting new talents," says Martin Maas, Head of Employer Branding at ZF. ?? Visit ZF METAVERSE

Looking for more branding or Employer branding inspiration? Check out our recent projects, like Hitachi Zosen Inova or GLASORA, in our case studies.