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New car scents of smell, Tweet real eat real, Womentrepreneurs, Face-off

CO-OP, Weekly Digest

Written by on March 6, 2018

A weekly digest of new and noteworthy industry happenings.  Or just cool stuff we like. Brought to you by CO-OP.

“It’s got that new car smell.” It’s a phrase that has been said time and time again, but this time, it’s about Toyota’s new print ad. In a time where print ads are less, and less coveted, Toyota has printed a centre fold ad designed to mimic one of the Camry’s favourite selling feature: the smell of newness. The centrefold first ignites the sense of touch, opening via car door handles, which then activate an LCD screen that displays the reader’s heart rate. But the sensory journey does not end there with the centrefold pop-up being infused with the scent of the vehicle’s leather interior. In an ad age where tech and digital have seemingly made print media less and less effective, could tech and digital also be the key to evening the playing field and reviving the print ad? Don Draper would have never seen this coming.

Unilever has set a goal to have 50% of the start-ups it works with be female led and driven by 2023. In what is now becoming a trend, Unilever is once again using its size and overall market influence to make moves and a statement, not just for their own company’s benefit, but to benefit the greater good of the industry, and subsequent workforce. On the surface, this investment in the growth of female run start-ups will help and support female entrepreneurs, securing them more funding, or at least an equal opportunity. However, the impact will likely be much broader, since diverse-led start-ups means more diverse ideas, and in turn more diverse products and service.


Out with emojis, in with emotions. In a world where digital and social media activations are becoming more and more effective in ROI, Lays has gone traditional by enabling consumers and NHL fans to wear their emotions on their bags; with Lays packaging displaying 5 common fan emotions during a game. The “Show Your Emotions” campaign looks to activate among its core demographic of ‘older millennials’ both online through the Lays company website, as well as in-store activations – specifically during the NHL playoff hunt. Targeting a demographic that may not be as engaged with facial recognition filters on popular social media apps, it seems Lays has found an effective way to similarly engage their consumers, but in a way more adept to their age; while also aligning with the roller coaster of emotions incited by professional hockey. It looks like consumers will have to buy one of each facial expression for each game just to make sure they are prepared for every emotion – not a bad sales campaign either.

Every good social media campaign starts with a good hashtag. But what takes your hashtag from good to great? Give it a double meaning. In Catelli Pasta’s new #RealFeelsGood campaign, the brand targets millennial parents, and their honest and social commentary (millennial parents tweet a lot apparently) on parenting. The campaign is a digital and social media heavy campaign that looks to empathize with millennial parents who may not always feel like they are living up to the parental archetypes of the previous generation; taking that empathy one step further with a campaign that suggests; “Catelli Pasta is here to help!” In the ad, parents are asked to read back their own tweets of #MomGuilt and #DadConfessions, reminding them of when they kept it real on social media. Catelli uses this as a segue with its #RealFeelsGood hashtag from meaning ‘it feels good to keep it real’, to promoting their product that can be prepared quickly and is real and full of nutrients. Be real; it feels good. Eat real; it feels good.

Written by:

CO-OP Curator