BXP - December 2017 - 10

10

In Spring 2017, Brazilian beer brand Skol collaborated with

grown into a $3.7 trillion market, affording a wealth of oppor-

agency F/Nazca Saatchi & Saatchi on a series of limited-

tunities across both product development and execution.

edition cans, paying homage to the beauty of diversity. The
five Skolors cans, which adopt different skin tones, reinforce

The growing enthusiasm for mindfulness in particular is

the brand's commitment to a more inclusive and respectful

leading to new packaging formats that encourage slowing

marketing strategy (the brand has caused upset in the past

down and making time for contemplation and in-the-moment

by objectifying women.)

enjoyment. While time can't be bought, there is huge merit in
enabling consumers to reclaim it.

In taking a stand, brands must always remember to stay
true to their values. Personal care brand Dove is a known

acting as a facilitator in this way, design agency reverse

champion of diversity, but its May 2017 launch of shower-

Innovation and Italian winery Matteo correggia combine

gel bottles shaped as various female body types missed the

the relaxing experiences of enjoying a glass of wine and

mark. What it failed to demonstrate was what purpose the

an engrossing read. In addition to information about their

involvement of body measurements served.

contents, the label of each bottle in the librottiglia range
features a short story that has been chosen to align with the

3. DIgITal-BraNDS aS EMPaThETIc SuPPorTErS

taste profile of the wine itself-for example, a romantic tale

acknowledging the tough times younger consumers

for an intense red. By integrating a suggested activity into

experience, we'll see more beauty brands moving away

the packaging, the product offers advanced interaction and

from perfection-fuelled marketing and engaging consumers

consideration of the wine itself.

with encouraging messages instead. Social media is a vital
5. luxury-ScalINg INTIMaTE ExPErIENcES VIa

touchpoint for brands here.

arTIFIcIal INTEllIgENcE
Visual social media networks such as Instagram,

as interactive brand experiences become increasingly im-

Snapchat and Pinterest have become crucial platforms

portant to luxury consumers, there's room for cPg marketers

for the development and sharing of trends among global

to elevate their product offering. artificial intelligence (aI)

consumers-especially when it comes to beauty and skincare.

and audio interfaces are emerging as a key platform through

according to social media analytics company SocialBakers,

which to do this.

beauty brands achieved 3.33 billion social interactions
on Instagram between November 2015 and april 2017,

one first example of a brand taking this approach is Scottish

showcasing the highest interactions across different sectors.

whisky brand Johnnie Walker, which enables at-home consumers to use amazon alexa to verbally request to hear the

Inclusive British brand Sleek Makeup's latest campaign 'My

history of the brand, download cocktail recipes or a whisky

Face. My Rules' encapsulates core values of diversity

blend recommendation matched to their budget and taste.

and individuality. Images and videos feature fans cast via
social media, showcasing their make-up skills and inspiring

In 2018, we can expect to see more brands leveraging

responses to negative personal experiences regarding their

sophisticated and nuanced audio interfaces-acting as both

beauty looks. The brand also worked with international anti-

premium service and product providers.

bullying charity Ditch the label on a corresponding survey.
This found that 75% of people think women look better with

Tessa Mansfield is chief creative officer at Stylus, a

no or less make-up, while more than a quarter of respondents

global innovation research and advisory company. To

had felt judged for wearing it.

learn more about how the firm helps businesses process
global consumer lifestyle, consumer product and

4. WEllBEINg-SuPPorTINg coNSuMEr WEllNESS

consumer engagement insights, stimulating innovation

Wellbeing has become big business for brands across all

and growth, visit www.stylus.com

industries. according to the global Wellness Institute, it's

december 2017

|

Brand Experience


http://www.stylus.com

Table of Contents for the Digital Edition of BXP - December 2017

BXP - December 2017
Contents
Editor’s Letter
Marketing Trends to Watch
Top Brands of 2017
New York City
Cincinnati
Los Angeles
London
Chicago
Milan
Atlanta
Seattle
Ad Index
BXP - December 2017 - Intro
BXP - December 2017 - BXP - December 2017
BXP - December 2017 - Cover2
BXP - December 2017 - 1
BXP - December 2017 - Contents
BXP - December 2017 - 3
BXP - December 2017 - 4
BXP - December 2017 - 5
BXP - December 2017 - Editor’s Letter
BXP - December 2017 - 7
BXP - December 2017 - Marketing Trends to Watch
BXP - December 2017 - 9
BXP - December 2017 - 10
BXP - December 2017 - 11
BXP - December 2017 - 12
BXP - December 2017 - 13
BXP - December 2017 - 14
BXP - December 2017 - 15
BXP - December 2017 - 16
BXP - December 2017 - 17
BXP - December 2017 - 18
BXP - December 2017 - 19
BXP - December 2017 - 20
BXP - December 2017 - 21
BXP - December 2017 - 22
BXP - December 2017 - Top Brands of 2017
BXP - December 2017 - New York City
BXP - December 2017 - 25
BXP - December 2017 - 26
BXP - December 2017 - 27
BXP - December 2017 - 28
BXP - December 2017 - 29
BXP - December 2017 - 30
BXP - December 2017 - 31
BXP - December 2017 - 32
BXP - December 2017 - 33
BXP - December 2017 - 34
BXP - December 2017 - 35
BXP - December 2017 - 36
BXP - December 2017 - 37
BXP - December 2017 - 38
BXP - December 2017 - Cincinnati
BXP - December 2017 - 40
BXP - December 2017 - 41
BXP - December 2017 - 42
BXP - December 2017 - 43
BXP - December 2017 - 44
BXP - December 2017 - 45
BXP - December 2017 - 46
BXP - December 2017 - Los Angeles
BXP - December 2017 - 48
BXP - December 2017 - 49
BXP - December 2017 - 50
BXP - December 2017 - 51
BXP - December 2017 - 52
BXP - December 2017 - London
BXP - December 2017 - 54
BXP - December 2017 - 55
BXP - December 2017 - 56
BXP - December 2017 - 57
BXP - December 2017 - 58
BXP - December 2017 - 59
BXP - December 2017 - 60
BXP - December 2017 - Chicago
BXP - December 2017 - 62
BXP - December 2017 - 63
BXP - December 2017 - 64
BXP - December 2017 - Milan
BXP - December 2017 - 66
BXP - December 2017 - 67
BXP - December 2017 - 68
BXP - December 2017 - 69
BXP - December 2017 - 70
BXP - December 2017 - 71
BXP - December 2017 - Atlanta
BXP - December 2017 - 73
BXP - December 2017 - 74
BXP - December 2017 - Seattle
BXP - December 2017 - 76
BXP - December 2017 - 77
BXP - December 2017 - 78
BXP - December 2017 - 79
BXP - December 2017 - Ad Index
BXP - December 2017 - Cover3
BXP - December 2017 - Cover4
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