Value based marketing
Largest winner in the Cannes was the fearless girl. And most likely it is because it stands for the values that matter to many, and does that in a charming manner. And that's why strong brands are focused on bridging their value with their values (worth a read). And 57% of people would boycot a brand which has different social views. That's why recently we have seen the inglorious Pepsi ad, as well as Heinekens success. As well the pride-friendly Skittles ad. And, considering the importance of storytelling, and the fact that the most controversial topics are the best for storytelling - we can expect for value based marketing just to pick up the speed!
+ Many people beleive that the Fearless Girl is a bit of Bull, and it's doing "pinkwashing" |
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