In this month’s digest, we follow Nivea who accused of racism over skin-lightening ads, vodka competitors SKYY and Absolut join forces to support marriage equality. John Lewis says it won't be drawn into a price war this Christmas and Bodyform's approach to normalising periods.
Nivea has promoted ‘visibly fairer skin’ across multiple marketing platforms in West Africa creating a cloud of criticism over ‘racist’ advertisement to hang over the brand.
Multiple celebrities have spoken out in disgust and outrage towards the brand for, William Adoasi, a London-based entrepreneur, appalled by the adverts stated:
“This is why black businesses need to rise up and cater for our needs. Nivea can’t get away with pushing this skin-lightening agenda across Africa.”
Google and Facebook look to crack down on ad fraud and increase brand safety using IAB’s new initiative for online advertising.
This initiative aims to take three key actions; reduce ad fraud, better user ad experience and improve brand safety.
After Marc Pritchard, Brand Officer at P&G, issued a siren for help to cleanse the advertising system, brand safety has been an important factor for advertisers boosting the importance of this initiative.
Competitors Absolut and SKYY have put aside their differences to support same-sex marriage in an Australian social campaign, with an effective strapline, “The Skyy’s the limit when we have Absolut equality.”
Australia’s High Court is debating whether to amend their 56-year-old Marriage Act in order to ‘protect’ same-sex couples.
The Marketing Society has launched their mental health awareness campaign, Marketing for Change in an attempt to combat the stigma associated with mental health in the workplace.
"Marketers have the skill sets to influence other stakeholders in their organization so we see this as a real opportunity to really make a difference" - Gemma Greaves, The Marketing Society.
Retailer John Lewis is certain not to cut prices to tempt customers this Christmas despite admitting it’s become more difficult to convince Brits to purchase big-ticket items.
Peter Cross, Director of Customer Experience, says it’s a challenge for them to going from Christmas and gifting into Black Friday and then back to Christmas and gifting again. However, Black Friday is clearly here to stay and it’s become a fully established trend in the UK along with the US.
Bodyform replaced infamous blue fluid with realistic red liquid, for product demonstration in its advertising, to normalise periods by portraying a more realistic image.
Bodyform hopes this approach will encourage open discussions and remove the taboo veil shrouding periods, helping to make girls and women feel less self-conscious. The brand’s realistic approach improved its relevance, share and sales.
Get the latest from Consider This UK
Sign up to our arts marketing, communication and design digest and get your dose of Marketing, PR and social media news delivered straight to your inbox.
Join Our Newsletter