Pour Me a Gallon of Authenticity

An excerpt from the PayDay newsletter, brought to you by the Chicago Strategy Team.

Bill Nye: This is an Actual Crisis

Bill Nye: This is an Actual Crisis (Last Week Tonight with John Oliver)

 

WHAT HAPPENED

When Pantone announced that “Living Coral” was the 2019 Color of the Year, many were quick to point out the irony considering that over 50% of the world’s coral reefs have been lost in the past 30 years.

In response, Pantone, Adobe Stock, and non-profit The Ocean Agency, came together to draw attention to this plight with “Glowing Glowing Gone — a set of 3 colors matching the fluorescent tones coral give off just prior to death.

WHY IT’S NOTEWORTHY

Pantone joins the ranks of many well-intentioned brands who have been met with scrutiny (or worse) when they mix social or environmental statements with brand marketing. If a brand’s message feels inauthentic or tone deaf to a consumer, they are quick to call the brand on it.

Rather than issue an apology, Pantone doubled down on their original intent — leveraging creativity and the beauty of their greatest influence (color) to evoke emotion and create awareness for a cause the brand is committed to both actively and authentically.

OUR POV

Y Pulse notes that brands who express their “personality, relevance, influence, and momentum” are most attractive to Millenials and Gen Zs. MKTG CHI clients Nike and American Eagle are leaders in this pack.

As key co-creators with brands that stand for something,” it’s important to remember just how much the experiences we create shape brand perception. How a brand comes to life IRL is often the consumers tangible proof that a double down statement is actually authentic.

 

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Written by The Wolf
The Wolf

July 9th, 2019 at 3:13 pm

with one comment

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