The Good and Bad of Co-Branding
This Week:
Poppi’s Influencer Campaign Misses the Mark
ICYMI: Co-Branding Upsides from The White Lotus
The One Thing
Before We Go…
1. How Poppi is Fizzing Back Up After Influencer Campaign Falls Flat
Poppi, a soda alternative, launched its first Super Bowl ad campaign this year. To generate buzz in advance of the game, they sent Poppi-filled vending machines to the homes of TikTok influencers.
Consumers hated it and were immediately fired up about the campaign’s direction, criticizing Poppi’s spending on an expensive brand activation that benefitted already wealthy influencers.
2. ICYMI: The Risks and Rewards of Co-Branding With The White Lotus (AKA Murder Marketing)
Let’s compare and contrast, shall we? In case you missed it, last week we talked about some major successes brands are having with HBO’s The White Lotus. Notably, the Four Seasons Hotel took a risky reputational gamble that’s paying dividends in increased bookings and revenue generated from White Lotus-themed guest experiences.
3. The One Thing
Each week, we’ll share one task that takes about five minutes to complete and can make an impact on your communications strategy.
Spring is officially here, which means it’s also time to roll up your sleeves and do some spring cleaning. This applies not just to your home and office, but to your communications efforts.
Did you get busy this winter and let a lot of clutter pile up in your inbox, downloads folder, and desktop? (Guilty as charged over here).
Your Task This Week: Take 5 minutes to do a power-filing session, getting all of those pesky documents where they actually belong.
Sometimes the most mundane tasks are the most important!
4. Before We Go…
From The Wall Street Journal: For more than a decade, a Ford sales executive kept a meticulous log of mixed metaphors and malaprops uttered in Ford meetings, from companywide gatherings to side conversations. It documents 2,229 linguistic breaches, including the exact quote, context, name of the perpetrator and color commentary.
From PR News: Communications lessons to be learned from the Signal chat controversy.
From Marketing Brew: A new brand marketing tactic? Hosting opportunities to find love.
From the BBC: What’s next in social media? Greater interactions with AI, the decline of Facebook and X, and platforms that encourage you to have real-world interactions instead of digital ones.
Send this to the friend who lives for the latest influencer drama.