Passionfruit Piques - Volume #32

Welcome back to Passionfruit Piques!

So, what's piqued our interest this week?

Pique #1 - Corona disappears:

We've seen a lot of 'logo-dropping' in recent months: iconic brands running big, punchy OOH campaigns and losing the logo altogether - simultaneously nudging consumers to recall their brand on their own (which is really cool) and an approach that naturally represents a bit of a risk. McDonald's nailed it with their breakfast campaign recently, British Airways superzoomed on the logo during their award-wining campaign so it was just a few letters' worth, the list goes on.

But, to remove the product and the logo altogether? That's a different level of bold entirely.

And Corona and stepped up to the mark. They've released totally blank billboards bar two inclusions: a legal line typically seen on alcohol brands (~'drink sensibly') and a slice of lime.

Iconic advertising. You know immediately who the brand is and it's also quite a satisfying realisation when it dawns on you.

A masterclass in the power of brand - Corona have spent many years honing their craft, always associating their beer with that fresh slice of lime in the top of the bottle, so much so that it's embedded in consumers' brains without them even realising it.

Creatively excellent, strategically sound, and a lesson in the art of brand-building.

Pique #2 - B2B marketing can be fun!

I've written this time and time again on Passionfruit Piques, but B2B marketing categorically doesn't have to be dull as dishwater. At the end of the day, you're still selling to a human being so it's an emotional (and logical) decision to purchase.

And E-Commerce platform Scayle have become the shining, guiding light for B2B brands following the release of their recent long-form video content.

It's absurd, it's silly, it's way over-the-top, but it's absolutely hilarious and proves that humour has a real role to play in the B2B space.

I'm not going to ruin the narrative so watch it for yourself below, but it's such an excellent example of using Marketing Specialists from across the ecosystem (strategy to creative to execution) to produce a really powerful campaign that will likely smash the brand metrics out of the park and also have a significant commercial impact.

Brand is worth investing in for exactly this reason.

Check it out here.

Pique #3 - Do you speak walrus?

In an unexpected burst of creativity this week, investment platform E-trade (by Morgan Stanley) have released a new piece of film that features a walrus. What's more, it includes a Mum who can 'speak walrus'.

What on earth?

Well, it's an analogy (obviously) but it's a really interesting example of creative thinking out of the box.

While most financial institutions would focus on their specific USPs within a predictable environment, E-trade have opted to use the unexpected nature of 'Mum speaking walrus' as a seamless segue to share the fact that they offer expert financial advice.

Sure, it's not perfect, but it's just an interesting bit of inspiration to brands out there who feel like they're stuck in the weeds of telling consumers what they do - you can always be unexpected to attract consumers and it doesn't necessarily have to feature a walrus.

This one will certainly stop people in their tracks and it's certainly memorable.

Watch the film here.

That's it from us, have a brilliant week.

Josh