Maybe we’re tooting our own horn, maybe we all like each other a little too much, but in honor of Valentine's Day Day the team has collected our sentiments on what we love about working at KingFish. Thank you to all who have come along for the journey. What a fun ride it continues to be. Love ya!
My passion is surrounding myself with incredibly clever people who think differently and solve problems. I experience this from every one of my teammates, and I am extraordinarily grateful for that reality.
- Cam, President & CEO
I love when our KF team gets together for a brainstorm session. I work with such a strong, creative group of individuals and I am always inspired by the ideas (and laughs) that come out when we are solving marketing challenges.
- Lisa, Account Director
As a Creative Director, I get to play Cupid between brands and their audiences — crafting the perfect match of message and emotion. The best creative ideas, like the best relationships, take time, passion, and a spark of excitement. Happy Valentine's Day!
- Scot, Creative Director
KingFish embodies collaboration. I love that we are motivated by the meaningful connections we make with each other and our clients. All of this consistently inspires us to push past the status quo.
- Rosemary, Account Manager
What I love most about working at KingFish is the energy and commitment of the team — everyone is focused on improving, challenging each other, and bringing their unique backgrounds to the table. There’s a shared passion for storytelling and delivering work that is both authentic and impactful.
- Seth, Account Manager
The best part about working at an agency like this is always, always, always, the people. Brilliant, clever, hardworking, fun, incredible people. The clients, the team, the whole process constantly brings me joy.
- Ariele, Associate Art Director
I love that KingFish is a company that is always challenging and encouraging its people to grow both personally and professionally. I've spent the bulk of my career here because of it.
- Sandi, Account Director
I love KingFish because our team is dedicated. It’s so much fun to deliver high-quality work with high-quality people.
The Eagles are masters at connecting with their fan base, affectionately known as the “Bird Gang.” Their content—whether it’s locker room interviews, game recaps, or heartfelt tributes to their city—makes fans feel like they’re part of the team.
Marketers should take a page from this playbook. Marketing and more specifically content marketing isn’t just about selling a product; it’s about building relationships. Like the Eagles, focus on authenticity and relatability. Share behind-the-scenes moments, user-generated content, and stories that reflect the values of your audience. When your audience feels included and seen, they’ll become more than customers—they’ll become fans.
Growing up in Philadelphia in the 70s and 80s, I was surrounded by winning teams: the Flyers won the Stanley Cup in ’73-’74 and ’74-’75; the Phillies took the World Series in ’80, and the 76ers in ’83. But true Philadelphia fandom hangs on the Eagles, and every fan has had a long wait to see our team claim a Super Bowl championship. We lost to Oakland in ’81 and the Patriots in ’05. It wasn’t until 2018 that the pain ended – and our 2025 win was one for the books. While their success on the field is fueled by grit, strategy, and execution, there are many elements we marketers can take away from the Iggles. Whether you’re crafting a marketing plan or rethinking your tactics for 2025, the Eagles’ playbook inspires a few lessons.
Smashmouth Football Meets Marketing
The Eagles’ identity on the field has historically been about smashmouth football—dominating the trenches with a relentless offensive line, hard-hitting defense, and a never-back-down mentality. Modern marketing requires the same approach: bold, aggressive, and calculated.
Today’s digital landscape is crowded and competitive, and passive strategies won’t cut it. To win, brands must be proactive. That means taking risks with bold creative campaigns, optimizing relentlessly, and using data to bulldoze obstacles. Just as the Eagles adapt their game plan depending on their opponent, marketers must pivot strategies based on real-time insights, ensuring they’re always one step ahead of the competition.
It’s hard being a Bostonian Eagles fan—but it’s totally worth it. As an Eagles fan living in Boston, I know all too well how loyalty can be tested. Surrounded by Patriots, Red Sox, Celtics and Bruins diehards, I face constant reminders that my allegiance is, let’s say, regionally unconventional. But here’s the thing—staying true to what brings you joy, even when it’s hard, is what fandom (and life) is all about.
The same applies to marketing. Success comes when you stay authentic to your brand, even in the face of pressure to conform. So here’s to flying high with bold strategies and unwavering loyalty. And here’s to the team that has kept this fan passionate and hopeful for many years. Go Birds!
Creatures with vampiric characteristics and traits can be traced all the way back to ancient Greece, with stories of these blood-thirsty beings attacking innocent civilians and draining them of bodily fluids. Fast forward to the medieval times where in Europe there was talk of walking corpses who drank the blood of the living and spread diseases far and wide. These spooky tales existed far before channels of modern media existed, yet somehow Vampires have evolved with the rest of pop culture to captivate audiences in today’s day and age. They are proof that even ancient ideas can be modernized.
The iconic tale of Count Dracula, popularized by Bram Stoker in 1897, serves as a cornerstone of modern vampiric lore in English literature and media. This chilling narrative was set in England, and involved Dracula, a mortal Transylvanian vampire, who sucked his victim’s blood and had an evil lair. This initial depiction marked a significant shift from earlier representations of vampires, moving them from monstrous blood-thirsty creatures to alluring occults. This transformation can be traced back to John Polidori’s 1819 short story, "The Vampyre," where Lord Ruthven, inspired by Lord Byron, set the precedent for vampires as sophisticated and charismatic figures.
Historical accounts reveal that the vampire mythology predates Dracula and is actually steeped within England’s local lore and cultural practices. For instance, the Croglin Vampire (Cumberland, 18th century), and the Buckinghamshire Vampire, (Newburgh, 12th century) illustrate how communities reacted to the concept of the undead as a whole.
As the vampire myths and legends evolved, these fanged occults became increasingly romanticized in popular culture.
In the 20th century vampires began to change from being depicted as predominantly animalistic creatures and to displaying more human-like characteristics. In addition to humanization, focus also ultimately shifted from a reputation of terror to a rather romantic and charming allure. Dracula could never—the vampire’s we see in the media today are more heartthrob than horror. This transformation is evident in modern portrayals that emphasize the vampire’s charm and fascinating complexity, inviting audiences to explore themes of immortality and redefine moral interpretations. The enduring appeal of vampires is reflected in their depiction in works like The Vampire Diaries and Twilight, solidifying their place in popular culture as well as predominantly shedding a new light. These vampire TV shows have become quite popular among a wide variety of audiences, and though the attractive actors and actresses might initially sell the show, the audience falls in love with the vampire storylines and characters as well.
But what does marketing have to do with vampires?
The complex yet rich history of vampire folklore highlights how these iconic figures have proficiently been redefined highlighting the monstrous power of rebrand.. Though vampires may be fictional, let their tangible identity shifts within the media serve as a compelling example of how brands can successfully adapt to shifting cultural landscapes while staying true to themselves. sometimes staying relevant requires rebranding to keep up with the times—whether you're a bloodsucker or a business. Who knew we could learn a thing or two from vampires?
Eldridge, Alison. "vampire". Encyclopedia Britannica, 11 Sep. 2024, https://www.britannica.com/topic/vampire. Accessed 15 October 2024.
The Rebranding of Vampires: From Horror to Pop Culture
History.com Editors. (2024, June 25). Vampire history. History. https://www.history.com/topics/folklore/vampire-history
Karger, J. (n.d.). The evolution of the vampire. Fictionate. https://fictionate.me/blog/evolution-vampires-popular-culture
Wikipedia contributors. (n.d.). Vampires in popular culture. Wikipedia. Retrieved October 28, 2024, from https://en.wikipedia.org/wiki/Vampires_in_popular_culture
Brands embracing minimalism in their logos isn’t new, but recent discussions have reignited the debate on whether it's effective — or just "blanding." While some argue that simplifying design helps with digital functionality, others believe it can strip away a brand’s unique identity. As companies like Burberry move back toward heritage designs, we may be seeing a shift toward more expressive branding in the future.
The article, Paypal Simple Brand Refreshes Blanding dives into the trend of minimalist logos, and looks how brands are trying to keep things simple without losing their personality, and whether we might see a shift back to more bold, expressive designs soon. Here’s what our creative team has to say about it:
“This trend stems from brands increasingly 'going digital,' requiring logos to perform well across every UX environment. However, the logo itself often becomes secondary within the broader brand system, reduced to just one small piece of the puzzle. The downside is the emergence of very bland logos that lack distinctiveness, often nothing more than a slightly tweaked typeface. It will be interesting to see how this evolves over the next five years—whether logos will return to more quirky and unique designs, or if new technologies will push branding in a completely different direction. (Where’s that 3D-projection hologram phone we were promised?)”
-Scot Forbes, Creative Director
“The logo is just one small part of a brand system, so there may be complexity in other parts of the new branding that aren't visible in the logo itself. But since the logo is the face of the company, it is odd we are going in that direction so intensely.
There's this old architecture quote "form follows function" which dictates aesthetics of design are based on the practical necessities first. And while I think there's important truth to this, as UX is very "function" oriented first and thus needs simplicity, I worry we've switched to "formless function" where simplicity and ease of construction takes precedence over EVERYTHING. If you abstract-ify everything too much, you render everything kind of meaningless. So I get it, but I think we as a society will start to suffer for it over time.”
Taking on a project with a new client can feel like setting sail in uncharted waters. As we embark, the implementation of a discovery phase provides us with the tools needed to navigate a unique and client-focused creative process. In addition to stakeholder interviews, a competitive analysis is an invaluable tool that provides us with crucial insights that will shape effective strategies and lead to exceptional results.
A SWOT analysis evaluates an organization’s Strengths, Weaknesses, Opportunities, Threats – and it’s not corporate jargon but a treasure trove of information. This process uncovers what keeps your competitors afloat and what could run them aground — what new opportunities competitors are exploring and where they could encounter hazards. When done correctly, the SWOT reveals critical insights that can be used to a client’s advantage, allowing them to capitalize on their competitors’ missteps and turn a competitor’s weaknesses into their strengths and threats into opportunities.
At KingFish, a SWOT typically includes a close inspection of competitor websites to evaluate user experience, content strategy, and SEO practices. Additionally, a social media assessment identifies types of content competitors create and how frequently they share it. We determine how each competitor markets themselves and how they connect with their followers and our research inspires a tailored content strategy.
This iterative process uncovers a client’s differentiators, which are the unique advantages that set an organization apart in the marketplace. These traits distinguish their products and services from key competitors and should be leveraged and amplified in order to appeal to target audiences. Understanding these differentiators will help to better navigate the competitive waters, avoid potential obstacles, and chart a course toward success.
As we dive into the realm of messaging and visual representation, we analyze how competitors position their brand and speak to their audience through voice, tone, and visual design. We use this knowledge to craft a distinctive voice and brand experience, as well as irresistible calls to action (CTA) that make our clients stand out in a sea of competitors.
Whether our client’s goal is to rebrand, launch an ad campaign, increase web traffic, develop an impactful social media presence, or drive overall brand engagement — a competitive analysis is often the first step to uncovering their organization’s unique attributes.
In a fantasy land far far away, there is a grocery store where you pay $26 for bottled water, $41 for a helping of mixed berries, $22 for a smoothie, and $40 for hot sauce. Except the land is neither distant nor fantasy, it is a real chain located in California. Erewhon, a luxury health-food store with 10 locations in and around the Los Angeles area, has people in a choke-hold, but why? The owners are marketing geniuses. Simply put, the target market for Erewhon is the rich and famous. To shop at Erewhon is a luxury experience, the New York Times called it “the unofficial hangout for the young, beautiful, and bored”. Vogue described it as “Hollywood's cult-favorite wellness location." Erewhon CEO Tony Antoci claims between his 10 locations there is a whopping $900,000 per location per week, so how did they even get to this point? Organically, he claimed, but not by magic.
Tony has been in the food business since age 17, starting with phone orders at a restaurant where he met his wife Josephine, who worked in the kitchen. These two have grown Erewhon to unprecedented heights since 2011 when they purchased it. If I cringe getting the essentials, a $5 carton of eggs and a $4 gallon of milk, how did they get people to voluntarily put a $20 gallon of milk and an $11 carton of eggs (yes, really) in their shopping cart? From a marketing perspective, Erewhon is genius. Celebrity clientele, social media, their viral smoothie collaborations, quality, and store design are the best explanations for the phenomenon of Erewhon. Erewhon really took off in 2019 after a new deal with New York-based growth equity firm Stripes Group, who invested money into opening more stores and expanding their location. However, marketing machine Erewehon did not just become successful with money thrown at it and some luck, The Antoci’s are experts as well. Tony Antoci started off with a humbler beginning, selling private-label bottled water with his brother Vito to high-end restaurants on the Westside, then upgrading to selling bar supplies like olives, lemons and cherries, shortly after they started this, Josephine joined their team. At an Italian Restaurant one day an employee familiar with their business asked Josephine to start selling parmigiano-reggiano, this marked their entry to the food space, and they began selling $90 million worth of products to various vendors each year.
Years later, Erewhon is one of the face’s of organic, healthy, high-value groceries in California and online. They claim to be “driven to enhance the health of [their] community by providing organic, ethically sourced foods that support our bodies and our planet…’. Erewhon says on their website: “We’re more than a grocery store. We’re a community” right… I’m skeptical. But alas, the community in question involves affluent individuals in the area and a network of A-List celebrities including the Kardashian-Jenner family, Miley Cyrus, Hailey Bieber, Leonardo DiCaprio and more.
Seeing dozens of celebrities voluntarily shop anywhere will naturally gather attention and publicity, which was the case for Erewhon. Combining this insane publicity with their hot social media presence and buzz, their organic and quality ingredients, and their conveniently placed stores that happen to all be in affluent areas around the LA area, makes for the perfect concoction of success. People in these communities have a higher disposable income to spend on the things they want, making Erewhon a frequented destination for many.
See and be seen (Product collabs) and smoothies
Erewhon’s celebrity smoothie collaborations are nothing short of a marketing masterclass, transforming health drinks into Instagrammable status symbols. Picture this: a $22 smoothie created by the hands of A-listers like Hailey Bieber and Kendall Jenner, each sip wrapped in an aura of exclusivity. These partnerships don't just sell smoothies; they sell a lifestyle that screams "luxury wellness." With every star-studded launch, social media lights up, creating a ripple effect that attracts both die-hard fans and curious onlookers. Erewhon expertly leverages this hype, ensuring that their smoothies are the talk of the town, or rather, the talk of the high-end grocery scene. By aligning with celebrity culture, they’ve elevated the humble smoothie into a must-have accessory for anyone keen to rub elbows with the elite—because who wouldn’t want to sip on a concoction made famous by their favorite star?
Despite the fun that people (I) poke at Erewhon, they have a lot of philanthropy and community involvement to show as well. Erewhon partners with charities to donate over 25 million pounds of food to local communities, reuses or gives their waste to a sustainable recycling company, donates a portion of proceeds, and works with small businesses and farmers by promoting and selling their products. So customers can rest knowing that a portion of their $300 grocery bill, goes to various good causes. So maybe Erewhon is not so bad, I mean where else are we supposed to get our camel's milk, sea moss gel, yuzu juice, and kelp noodle chow mein all in one place?
Whether to generate conversations or play off emotions, fuel hunger or create trust, humans are influenced by color. Colors are one of the most important things in the world of marketing and advertising and the significance of strong color palette cannot be overstated. Selecting the right color combo is not merely a design choice; it’s a critical factor in customer retention, brand identity, and can even help or hurt your sales.
But why are color palettes important? They affect perception, mood, brand recognition, and consistency.1 Colors influence consumer behavior in profound ways. For instance, red is often associated with excitement and urgency, making it effective for promotions and calls to action, “Add to Cart”, and “Click Here”. Orange conveys playfulness and warmth, appealing to creativity and friendliness. Think of Nickelodeon as a brand, and their orange logo will make a lot of sense. Yellow is linked to happiness and optimism, think rubber duckies, sunshine, and smiley faces. Yellow also grabs intention, Matt Groening, creator of the Simpsons, says that he made the characters yellow because: “he wanted his cartoon to be eye-catching. When someone is flipping through channels, he wanted the bright yellow color of the Simpsons to catch the eye and make them go back to watch it."2 Green represents freshness, stability, and vitality, making it ideal for brands focused on health, quality, and sustainability such as Whole Foods or Hello Fresh. Blue fosters a sense of calm and trust, therefore it’s a popular choice for financial and healthcare brands such as Blue Cross or Chase. Purple, often associated with luxury and introspection, can inspire luxury and creativity, which is consistent with Cadbury’s branding.
“When SEO company Reboot ran a study on logo recognition, 78% of participants were able to recall the primary color of the logo while only 43% were able to remember the company name.”3 This underscores how essential a consistent color scheme is for building brand identity; the most successful companies are examples of this. Tiffany blue, John Deere green, UPS brown, Home Depot orange, and Barbie pink are all recognizable to the vast majority of the US population, which is essentially free marketing and customer recognition by something as simple as a color. Some companies go as far as to trademark “their color”, to ensure originality and unique brand identity, not to confuse themselves with any other competitor or brand. Your colors should be synonymous with your brand, a big decision we know, but it can get your brand ahead and make you more recognizable, while also helping you stand out from your competitors.
Two brands that commonly stand out in this conversation are Purple and Dunkin’. In a world of neutral marketing for mattresses and sleep companies, Purple’s lavender color and marketing stick out in the best way. Sealey, Simmons, Tempurpedic, Sleeptronic, Casper, Helix, and Mattress Firm are all either blue or red, and Purple knew exactly what they were doing with their branding. They went as far as to make the mattresses themselves purple, adding to their brand recognition in the most genius way possible. This playful color and branding also make them more approachable and humorous. As for Dunkin, they stand out for their iconic color scheme, you can picture the exact shades of pink and orange when someone says Dunkin, they have been so consistent with these colors since 1960.
The impact of color in branding is undeniable; it’s a powerful tool that shapes perceptions and drives consumer behavior. As we’ve seen with brands like Purple and Dunkin’, a well-thought-out color palette not only differentiates a brand but also creates an emotional connection with consumers. It’s more than just aesthetics; it’s about crafting an identity that resonates and sticks. When you choose your colors wisely, you’re not just painting a pretty picture—you’re laying the groundwork for recognition, loyalty, and ultimately, success.
Starting an internship in an established industry isn’t always easy, but preparing yourself for the possibilities is just one of the few initiatives that can help lead to a successful learning experience.
Dedication: Maintaining a willingness to learn new content and complete unfamiliar tasks shows dedication to the position. However, being asked to do things that may confuse you at first glance is normal, but that is part of the learning process. In fact, one of the most important responsibilities during an internship is remaining optimistic and ensuring an open mindset. Stepping out of your comfort zone can be tricky, but it is all a part of the process and must be embraced.
Ask Questions: Studying your environment and learning about your colleagues can prevent miscommunication or uncomfortable encounters. Engaging in conversation or simply asking questions to learn more should not be feared as it shows interest. In doing so, you may also form connections along the way.
Stay Connected: Building connections can provide guidance, support, and insights that will be valuable throughout your career. Networking during your internship is important, as it can lead to lasting professional relationships and potentially open future opportunities.
Show Effort: Putting your best foot forward can make an impact in the storytelling of your craft. Exhibiting laziness during the process of tasks can easily stain first impressions and even jeopardize workflow. Regardless of the task, trying your best shows enthusiasm, and can be seen through work quality.
Reflect: Accepting failure and trying to correct future mistakes is far more purposeful than not trying at all. This proactive approach helps build a reputation for reliability and competence — setting you apart as a valuable team member, and enhancing personal and professional growth.
As an intern for KingFish Media, I have experienced the various steps of contributing to an established, passionate team. My steps are reflective of my personal story and while I do believe everyone’s varies, it is the little decisions and efforts that write your journey.
Anyone can create a digital ad, but not every company can take over the side of an entire building.
When they do, it sends a strong signal to consumers: we’re the real deal.
People driving down the highway who see a McDonald’s billboard aren’t going to suddenly cut across four lanes of traffic to buy a quarter pounder with cheese, but the next time they’re hungry, they might consider buying one. (And maybe some nuggets, too.)
We’re strong advocates for billboards for clients with certain campaign objectives.
They help brands stand out in a crowded digital market and offer legitimacy.
Asking “What’s the ROI of a billboard?” is the wrong question.
That’s sales. Let’s talk branding instead.
Branding is...
Making future sales easier
Staying top of mind
Building trust
Gaining awareness (visibility)
Creating an emotional connection
Storytelling
Big-picture thinking
For this, we don’t measure ROI.
Not everything valuable can be quantified, and even measurable data can be inaccurate.
Consider this: people generally buy products and services from companies they know and trust. To become a company that people know and trust, you must first be visible.
Billboards should be considered as an element of a comprehensive multi-channel strategy.
Like sweet and spicy, bourbon and water, the Super Bowl/advertising experience is about entertainment that balances 3 ½ hours of immersive content. Humor, when done well, challenges nostalgia (the ads were rife with it) and emotionality as a core response. The KingFish team collaborated to share their perspectives on the brands that successfully took advantage of their Super Bowl commercial limelight, and others that missed the mark.
What Caught our Eye...
State Farm: Like a Good Neighbaa
By: Julio Colon, Digital Account Manager
State Farm could not have chosen a better celebrity to play Agent State Farm in the Agent State Farm movie. Arnold Schwarzenegger'sinability to nail the slogan offers several moments of laughter throughout the :60 spot due to his thick Austrian accent. State Farm’s slogan, “Like a good neighbor, State Farm is there,”has been made memorable in recent years by the brandsseries of unfortunate event commercials featuring now Golden State Warriors, Point Guard, Chris Paul. This year's Super Bowl spot continues to convey the brand's commitment to reassurance in the face of adversity by pivoting from Arnold as the lead star in the film and having Danny Devito step in and save the day, like a good neighbaa.
Verizon - Can't B Broken
By: Cam Brown, Founder & CEO
Verizon’s offering with Beyoncé featured an epic production that was worth the watch even without the dry responses of straight-man Tony Hale. But he’s Buster, and everyone knows it. Which is why it worked. Verizon wins.
Dunkin' Donuts - The DunKings
By: Scot Forbes, Creative Director
Maybe we’re biased here in New England, but the latest Dunkin’ saga featuring Ben Affleck and Jennifer Lopez stole the show for me, solidifying Dunkin' Donuts' position as not just a purveyor of coffee and donuts, but also a key player in pop culture.
In this glorious spectacle, Ben Affleck crashes into the recording studio to surprise his singer-songwriter wife, Jennifer Lopez. But this wasn’t just any recording session—it was the birth of “the DunKings”. Wearing matching outrageous pink, orange, and white Dunkin’ tracksuits (complete with Red Sox logos), this boy band supergroup is revealed to include other Boston legends. No, not the New Kids on the Block, but Tom Brady spinning beats as “Touchdown Tommy” and Matt Damon offering his reluctant support (with a nod to his Good Will Hunting days)—with a Dunkin’ beverage in hand, of course. Lopez, playing along perfectly as the annoyed wife, was not impressed with the dismal performance. Hilariously, she offers Brady to stay after Affleck and Damon leave in shame.
Dunkin' advertising seems to effortlessly capture the essence of its Boston heritage, wit, and charm, seamlessly intertwining the city's rich cultural fabric with its brand identity.
As promised in Affleck’s final words, the DunKings’ signature beverage, a real iced coffee, hits stores today, prompting many, myself included, to make a run to the nearest Dunkin' to purchase. As a surprise bonus, exclusive “DunKings” merch (including the hideous track suits!) were made available on shopdunkin.com which immediately sold out within an hour of release. I hate to admit it, but had I scored one, I would totally wear that jacket. Kudos to Dunkin’ for yet another vital hit.
Disney+ - Well Said
By: Erica Lashua, Account Management Intern
Disney+ kept it sweet & simple for this year’s Super Bowl spot. The :30 commercial was nostalgic to viewers typing out some of the most classic Disney movie quotes and ended with a subtlenod to all the Swifties tuning in.Changing from a white to black background featuring “...Ready for It?” remarking on Swift’s popular track of the reputation album. The streaming service was recently announced to be hosting the highly acclaimed Taylor Swift: The Eras Tour movie. Disney+ was strategic in recognizing the new audience of young fanswatching while also noting others may be over the Taylor talk.For Disney+, the commercialimmediatelycreated buzz for onlinedebateregardingif the clipis a possible easter egg teasing at the highlyanticipated reputation (Taylor’s Version). The “if you know you know” moment was well executed for the brand and highly enjoyed by many.
Dove - It's the Hard Knock Life
By: Maria Hanchuk, Project Manager
Every year, Dove continues to resonate emotionally with its body positivity campaign, and two decades after the campaign's launch they have secured a spot in the Super Bowl. The use ofwhat seems to be authentic videos captured by the public, Dove showcases young girls' ability to fail in their respective sport but ultimately conveys that failure is not the reason for young girls quitting. By leveraging the iconic song "It's The Hard Knock Life" from the musical Annie, Dove exposes the reality of young girls quitting sports due to poor body image and low self-esteem This was a clever tactic not only to align with the theme of their past commercials but also to connect with a younger demographic audience and their parents. It is also important tonote that this was a way to launch their partnership with Nike and the ‘Body Confident Sport’ program. Dove's emotional strategy positions them to garner greater customer loyalty compared to their competitors while also conveying a positive and, in some cases, life-changing message.
Budweiser - Old School Delivery
By: Rosemary Poppe, Digital Account Manager
Budweiser’s Old School Delivery, set in a snow-covered mountain town, makes you warm and fuzzy all over. The return of Budweiser’s signature Clydesdales and their best bud (pun intended), a friendly yellow lab, pull on our nostalgic heartstrings. The eagerness of the animals to help sends a clear message that Bud, and its customers, are worth any harrowing journey.
The drivers receive a hero’s welcome when they arrive at the bar with a wagon full of Bud, allowing Budweiser to convey its appreciation for its distributors. The perspective into the Budweiser supply chain encourages viewers to see Budweiser as more than just a beer or a brand – but as a sum of many hardworking parts (people) – and thus, quintessentially American.
From a marketing perspective, viewers absorb over 10 clear impressions of the Budweiser name and the chosen song reminds us that Bud is exactly what we need to “take a load off” and relax. In direct comparison to many of the Super Bowl commercials featuring well known human celebrities, Budweiser’s celebrities are its Clydesdales – four-legged friends who are guaranteed to please viewers.
Fun fact: the yellow lab featured in this commercial is named Roy Hawn Russel and belongs to none other than celebrity couple, Goldie Hawn and Kurt Russel.
Bud Light - Easy Night Out
By: Ariele Lee, Lead Designer
This commercial had a lot of potential to be incredibly clever. The ad itself was a standard, run-of-the-mill premise including a wish-granting-geniethat ends with the characters wishing to go to the Super Bowl. However, at the conclusion of the ad they cut to a live feed of the gameand a few of the actors/celebrities were in the standsin characterandcostume, continuing the concept as if the story were actually happening. The moment was surprising and clever, bleedinga silly idea into the real word for added impact.
However, the shot didn’t linger enough for the other people at my super bowl party to recognize the characters or understandthe concept was continuing to play out. Seemed like a missed opportunity to do some sort of real-worldPR, experiential storydesignto the campaign, maybecutting back and forth betweenthe real world and the ad world, or ending the adstory within the stands itself, or even just lingering on each character a little longer. However,the cut was a little too unmemorable, and a little too short. Props to the creative team for the idea! It just needed a little extra push at execution which is where they probably ran into logistical issues that inhibited the final outcome.
