Page 28 - Rand Purpose News Today

Car brand Dacia recently partnered with gaming specialists Swipe Back to create a tournament and training area that promoted the use of electric cars in popular video game Rocket League. The Drum questions how the move impacted sales and brand awareness.

Ugg, McDonalds, Tinder and other household names create campaigns to make Pride 2022 the most impactful yet.

PepsiCo-owned plant-based protein drink Evolve is rolling out a new initiative meant to deepen its commitment to evolve what sustainability looks like — in the form of plant-based protein, eco-friendly packaging and greener urban spaces.

KFC Singapore has launched a new campaign aiming to tackle the increase in abuse leveled at its staff by customers. The ‘Let Kindness Fly’ social campaign includes a series of Instagram stickers that KFC customers can use to show their solidarity with serving staff.

Once influenced by the brands themselves, today’s cultural trends are now shaped by Gen Z. The same traits that make this generation unique – their eye for “what’s next,” their focus on authenticity, and their prioritization of brand values – can be pain points for brands that aren’t marketing with intent. To build loyalty with Gen Z brands need to advocate meaningfully, tap into communities to stay ahead of trends, and lean on like-minded partners.

Authenticity on social media is in the zeitgeist, especially for brands and marketers grappling with their role in the space. At a recent roundtable event with social experts from The Drum Network, we asked what authenticity means for influencers and the brands they work with. How are expectations (and creators) changing shape – and how will the market change as TikTok continues its ascent?

Heineken-owned Alfa Beer, alongside agency partner Soho Square, has released an ad reminding us how distracting mobile phones are and prompting viewers to be more present.

Chipotle will partner with The Happy Hippie Foundation – a not-for-profit founded by Miley Cyrus – to donate a quarter of a million dollars of its food to LGBTQ+ centers nationwide. It will also raise funds for not-for-profits in the US and Canada.

Every Wednesday, The Drum picks the top global campaigns from our Creative Works.

As Pride month arrives, brands will once again be considering how they can be inclusive of the LGBTQ+ community, without falling into their old ‘rainbow capitalism’ ways that turn off consumers year after year. Lauren Zoltick, performance marketing director at Storyblocks, weighs in on how brands should approach the inclusion of the LGBTQ+ community – not only during Pride Month, but year-round.