The Sauce - 13/12/23

This is for you marketers.

'The Sauce' newsletter is your weekly dollop of marketing news.

This week we are bringing you price hikes from Dr. Martens, TUI’s magical elves, Gillette targeting gamers and a 10-foot candle from Bath & Body Works…

Read on for the full stories from the past week…

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Dr. Martens raises prices, but the iconic brand flexes through with sole power!

Dr. Martens, the iconic boot brand, is strutting through price hikes - even in the current market, seen via a recent interview with MarketingWeek. Despite raising prices twice this year, the brand's core markets in the UK and EMEA are thriving, all thanks to the rock-solid strength of its iconic products. The U.S. might need a little TLC, but Dr. Martens is unleashing its secret weapon, a global chief brand officer, to set the stage for the next phase of growth.

Dr. Martens is raising the bar in 2024! Battling the 'increasingly difficult consumer environment' in the U.S., the brand's European marketing charm is coming to the rescue. With a global 'Made Strong' campaign and a pledge to increase marketing spend, Dr. Martens is turning heads and stepping up its DTC game.

Sapna Bagha, Social Media Lead at Awesomesauce Marketing, said, “Dr. Martens' commitment to increasing marketing spend is a proactive move to stay relevant and visible. Even established brands must consistently invest in marketing to stay top-of-mind and drive growth."

Will you be increasing your marketing spend in 2024?

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TUI takes off with a witty twist in their first-ever Christmas campaign!

TUI’s got a holiday plot twist hotter than Santa's cocoa! In their first Christmas ad, elves ditch the North Pole for a two-week tropical getaway on a TUI flight, set to the festive beats of Ricky Martin. Move over, Santa – the elves are livin' la vida loca!

Crafted by Wes Anderson's puppet maestro, Andy Gent, these elves are giving us major Fantastic Mr. Fox vibes. Stay tuned for elfies, a holiday giveaway, and an 'elfie' AR filter taking over TUI’s social channels – because Christmas clichés just got a sassy upgrade!

We love the way TUI's festive marketing brilliance unveils a lesson in breaking away from tradition with a dash of humour and imagination, something we always consider in the B2B space. The elves' escapade from the North Pole to a tropical paradise cleverly disrupts the conventional holiday narrative. Ultimately, we are all people and potentially consumers, a little humour and creativity goes a long way here…

A holiday hit or miss?

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Gillette encourages gamers to ‘hit reset’ for global campaign...

Gillette is levelling up its game with the launch of "Hit Reset with Gillette," a global campaign encouraging gamers to clean up with their personal care products after intense gaming sessions. The expansion of the Gillette Gaming Alliance, featuring top gaming streamers and now a global community, is at the heart of this pixelated adventure, with branded streams and "Hit Reset with Gillette" content taking over Twitch, YouTube, and social media.?

The campaign smartly taps into the growing esports market, expected to hit ￡3.8 billion this year, presenting a "look good, play good" ethos. With alliances, user-generated content, and a partnership with The Esports Awards, Gillette aims to connect with gamers worldwide, ensuring they stay fresh and fierce. Forget the cheat codes; it's all about the grooming routine now!?

James Keith, Account and Strategy Director at Awesomesauce Marketing said,?"It says everything about this campaign (and my life!) that I haven't seen any of it! Gillette's out here playing the marketing game… They've got this "look good, play good" vibe going on, tapping into the gaming scene where skill and style collide. This is a nice example of a business truly targeting its audience. Something we keep front of mind with our B2B campaigns. Gillette's not just selling razors; they're selling a lifestyle through their marketing.”

Could your business look to enter new markets in 2024?

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Bath & Body Works drops 10-foot candle to help holiday shoppers unwind

Bath & Body Works is unleashing a scentsational campaign with “Come Back to Your Senses,” inviting frenzied consumers to hit pause and indulge in the sweet aroma of relaxation. They kicked things off with a massive 10-foot-tall candle in the hustle-and-bustle heart of New York City, promising the largest whiff of tranquillity yet. The campaign, a brainchild of Bath & Body Works' new agency of record, The Community, goes beyond just candles, employing video, out-of-home, radio, and social media elements to whisk viewers away from the chaos of daily life. The ads cleverly start with relatable stressors like work emails and rush hour traffic, only to reveal enchanting, scent-infused havens.

We love the strategic use of experiential marketing — creating an unforgettable moment that not only captures attention but also aligns with the brand's message of tranquillity.?

Is your next campaign going to make a lasting impact?

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Same time next week? Be on the lookout for the latest dollop of marketing news.

Want to find out more about what we do and how we can help your business??

Contact our Account & Strategy Director James Keith on LinkedIn or email [email protected].