What’s new on the brand front? – October edition

From discussions about how brands can push themselves into the metaverse through gaming to a digital-first brand stepping out into the physical space with a pop-up store, the month of October was all about brands attempting to break into new realms. Once again, brands took a stance on the topic of sustainability through creative advertising campaigns, one of which reminded the creative industry of the power of “brand characters”.

Brands continue to discuss breaking into the metaverse through gaming

Conventional advertising is potentially set to become less effective for brands in the long run, particularly for those wishing to reach the younger generation.?

This is due, in part, to increasing social media safety measures and age restrictions on adverts that target younger audiences. This generation has also shown a clear preference for community-built and authentic spaces, and brands are now beginning to explore alternative ways to connect with this audience and do so on a foundation of trust and transparency. According to Marketing Dive, the metaverse seems to be the next must-have for Gen-Z-focused brands, with some running experiments in this space is via popular gaming platforms. Forward-thinking brands should follow the outcome of these tactics and learn from them.

“Within metaverse platforms, brands should keep in mind that Gen Z values a sense of self-expression and is the most diverse generation to reach maturity. Over half (57%) of surveyed members of the group said they are able to express themselves more freely in games than they are in real life, a recent study found.” – Marketing Dive

For all brands, discussions around how exactly to enter into the metaverse space continue to rumble. Gen-Z-focused brands will continue to forge the way forward on this topic and all brands should keep a keen eye on their experiments to find out what’s to come in the future.

Read the full article in Marketing Dive

Netflix mixes digital and physical branding in a new immersive shopping experience

Early this month, Netflix provoked discussion about how brands can create unique experiences for consumers today with their mixed-dimension pop-up store.

The limited-addition merchandise that is only available in-store encourages online shoppers to make their way to the physical shop. Meanwhile, life-sized projections of popular Netflix characters maintain the element of digital even within the physical space. This brought consumers not only closer to the characters they know and love from their favorite shows but also brought them closer to Netflix as a brand.

Through this concept, Netflix may have sparked further conversation among other brands for mixed-experience experiences. Get ready for more experimentation in the months to come.

Read more about Netflix's immersive shopping experience

Brand characters are back to spread important brand messages

This month, the soft-mint brand Mentos launched a hilarious campaign to remind and encourage consumers to recycle their products.?

Since the raccoon has a reputation for digging around in the trash, the Mentos’ team has jokingly “recruited” the raccoons to clear up the streets. Through the use of these memorable characters, the 60-second ad emphasizes their recyclable packaging.

It is clear that this is not just a move to reposition Mentos as a sustainable brand but also an attempt to provoke real action from its customers. With so many brands aiming to ensure they hit the right tone and take the “right” actions amid the climate crisis, this campaign is sure to at least create further conversation.?

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