Brand Story of The Week
For the first time in 14 years Pepsi have made the move to rebrand with a new logo. The decision came with the aim to spark a ‘new era’ for Pepsi and to drive brand distinction, ‘whilst also turning the spotlight onto its zero-sugar alternative’, CMO Todd Kaplan. The design ‘borrows equity’ from the brand’s 125-year history, whilst linking back to its logo from the 1970s-1990s, Pepsi says. The new visual identity will be available in North America this autumn, followed by globally next year.
TV Story of The Week
Aldi and Lidl continue to step up their game in the TV advertising sector. Aldi, being the largest spender for a second-year running have boosted their linear TV spend by 17% compared to this time last year, from £2.9m to £3.4m. Lidl have a similar strategy as they double down on TV advertisement, continuing to capitalise on consumer demand for cheaper groceries. ‘’With more stability in TV viewing and what looks to be a deflationary TV market, there’s a big share of voice opportunity to be seized,’’ Thinkbox’s research and planning director, Matt Hill.
Social Media Story of the Week
With the popularity of Reels maintaining a steady rise amongst Facebook and Instagram users, Meta’s leaning into the evolving consumption shifts by introducing new features in order for advertisers to maximise their promotions opportunities. Meta’s expanding its ‘click to messenger ads’ available within Facebook Reels as well as including a large CTA button, enabling businesses to drive direct DM contact via Reels clips and increasing users’ engagement with the ad through private chat contact.
Technology Story of The Week
AI technology continues to revolutionise the advertising industry in the UK and around the world. According to a recent report from Ad Association, AI can now personalise ads to better target audiences and increase engagement with customers. ‘AI knows what the customers want before they do’, Pippa Malmgren, Founder of H Robotics. This technology is allowing brands to create more effective campaigns and optimise their ad spend, resulting in increased ROI for advertisers around the world.
