McWhopper for World Peace

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Burger King released a video proposal on Wednesday as an open letter to its No. 1 competitor McDonald’s, calling for the two burger powerhouses to bury the hatchet in honor of World Peace Day on September 21st.

The fast-food chain proposed a pop-up shop at the halfway between its headquarters in Miami and McDonalds’ headquarters in Chicago, in Atlanta as the middle ground. The shop would exclusively serve “The McWhopper,” half-Big Mac and half-Whopper, designed to “settle the beef” between the two companies for a day. In addition, to the video, the company also created a website illustrating the logistics of the proposal, even featuring an endorsement from nonprofit Peace One Day founder Jeremy Gilley and the recipe for the proposed hybrid burger.

However, the advertisement was seen by some as both a not-so-subtle challenge and a cheap marketing stunt, namely, by the face of McDonald’s himself, who released a public rejection letter of the proposal. “We commit to raise awareness worldwide, perhaps you’ll join us in a meaningful global effort?” wrote Steve Easterbrook, CEO of McDonald’s. “And every day, let’s acknowledge that between us there is simply a friendly business competition and certainly not the unequaled circumstances of the real pain and suffering of war.”

Despite what is clearly a highly-publicized branding move, Burger King seems sincere in its efforts to contribute something meaningful using its status as a popular fast-food chain. McDonald’s seems a little more reluctant to do so, at least in partnership with Burger King.

So who “won”? McDonald’s is making it clear that they refuse to play the game, and in terms of tactics, what was doled out to them as a friendly curveball was slam-dunked over Burger King’s head. But the circumstances of the offer should be taken into account as well. Was it smart or snobby for McDonald’s to reject the offer given that it was for a good cause, especially considering McDonalds’ struggle to stay relevant as of late? You decide.

But all things considered, McDonald’s had better come up with a really great campaign with all this talk of “global awareness.”

What Sparks Our Fire: Creative inter-brand collaborative marketing campaigns (and a little beef)

Daily Dose of Branding-Goodness

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What’s the worst aisle in a store like Target? According to method cleaning supplies co-founder Eric Ryan, it’s the vitamin and supplement aisle. Plagued by “uninspiring brands” and left without a clear understanding of the products and what differentiates them, Ryan became determined to shake up the aisle. Signing a 1-year exclusive deal with Target (much like the one method signed over 10 years ago), Ryan was able to create Olly, a new brand of vitamins and supplements that relies just as much on it’s easy-to-understand descriptions and innovative packaging as it does on the actual product. Instead of selling biotin, Olly sells “beauty.” And while the vitamin and supplement market has been growing for the past several years, it’s impressive to note that Olly sold $1 million dollars worth of product in its first two weeks.

Olly’s success only underscores the effects that good branding can have on a product. By adding a dash of creativity to the way they sell Olly, Ryan and his team have been able to change the nature of the vitamin and supplements aisle entirely.

What Sparks Our Fire: Great brand messaging and design that disrupts the space and drives sales.

Moving Forward In Digital Retail

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Amazon has made waves in digital retail and home convenience today, by launching their newest product, Amazon Dash Buttons, which are plastic adhesive buttons that allow you to order from a list of 18 different household products with the press of the button. The products range from Gatorade, to Tide Pods, to Smart Water bottles, to Kraft mac and cheese, etc. The buttons connect to your Wi-Fi network and the Amazon App, so once the button of the item you want is pushed, Amazon places the order and you get an alert to your phone. The buttons are only available to those with an Amazon Prime membership, and currently by invitation only.

The Amazon Dash Buttons essentially bring the Amazon website into your home, eliminating the computer screen and taking e-commerce to a new physical interactive level.

What Sparks Our Fire: Digital solutions to help us through our busy day to day chores

 

Is This Packaging Still Effective?

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As consumers in a digital age we are constantly marketed to, as result brands continually evolve to differentiate themselves.  In response to the overload of visual stimuli, Mehmet Gözetlik from design group Antrepo gradually took away major components from iconic brand packaging in their latest project, “Minimalist effect in the maximalist market.”

Once the packaging is stripped of its logo and identity is it still effective, or even recognizable as the iconic brand?

The images go in order of variation as follows…
1. Original variation
2. Simple variation
3. More simple variation
4. No logo variation

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What Sparks our Fire:  An interesting exploratory on consumer packaging design.

Which variation do you think is the most effective?

Wingmate: The Ultimate Fashion Accessory For Men

Everyone is familiar with the term “wingmate”, referring to a loyal friend who always has your back, but now it’s taken on new meaning. The Wingmate fashion accessory is a double-sided triangle that adheres to your clothes to solve pesky wardrobe issues. The brand is modern and sophisticated, but with an edge to it. Catering to a male audience who understands the value of always looking your best.

Floppy collars, flying ties or pocket squares? Wingmate’s got you covered! Let’s face it, metal collar nor plastic ones don’t always get the job done. And much like a true wingmate, this one keeps you looking looking your best, without anyone knowing it’s there.

We admire this modern approach “as the world’s first disposable collar stay.” Be on the lookout this fashion week to see who’s got a true “wingmate” by their side.

Visit wingmate.us to check them out and get your Wingmates

What Sparks our Fire: Solving our wardrobe issues, while keeping us looking good.

What are your thoughts on Wingmate?

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