Here's everything you need to know about the last 24 hours in advertising, in case you blinked. The Canadian Fair Trade Network used clothing labels to tell the stories of people who make and manufacture clothes. The campaign hopes to bring attention to unsafe working conditions. (Adweek) To score itself a Guinness World Record, Jack in the Box and David&Goliath created the world's largest coupon. It measures 80 feet by 25 feet. (Adweek) Brands are jumping at the chance to test live-streaming apps Periscope and Meerkat, but here are four potential legal issues all brands should be aware of before diving in. (Adweek) TBWA\Hakuhodo created amazing, intricate 3-D printed ice cubes for Suntory Whisky. The cubes take the shape of high heels, a guitar, Batman and more. (Adweek) Breakfast cookie brand Belvita takes the traditional "damsel in distress" storyline, with an adorably geeky hero, and gives it a fun twist. (Adweek) Data from Deep Focus shows Gen Z consumers, born after 1998, are more tolerant of online ads than millennials, while millennials are more responsive to email marketing. (Adweek) The New York Times announced its format for news stories on the Apple Watch will be one-sentence stories, paired with high-quality photos or short summaries. (The New York Times Company) Heineken has combined the role of chief marketing officer and chief sales officer to help streamline things, while other top executives announced their departures. (Financial Times) Coca-Cola marketing chief announced she would be returning to Coke on April 6, after a stint away working with Hillary Clinton on her potential presidential campaign. (The Wall Street Journal) A new line of smoothies will launch in over 4,300 Starbucks locations in the U.S. through the brand's partnership with Danone. Customers can add protein powder and Kale to the smoothie. (Reuters) GoDaddy might be known for its sexualized Super Bowl spots, but the brand is looking to reinvent its image and attract a wider audience as the brand kicks off its initial public offering. (The Wall Street Journal)Yuengling tops Samuel Adams in U.S. After the Brewers Association changed its definition of what a "craft brew" was, Yuengling officially topped Samuel Adams as the largest craft beer product in the U.S. for 2014. (Fortune) Simon Pearce left BBDO to join mcgarrybowen New York as the new president. Pearce takes over for Tom Sewell. (Adweek) TBWA\Chiat\Day won global creative responsibilities for Hearts on Fire. This is the agency's fourth big win in two months. (Adweek)
For fashion junkies addicted to Instagram, this weekend probably had quite a few moments of déjà vu.
Retailer Lord & Taylor blitzed into feeds by partnering with 50 influential fashionistas on Instagram and having each pose wearing the same dress.
The dress itself sold out by the end of the weekend, but luckily for the brand, it had a larger goal in mind: Debuting its Design Lab collection, focused on "fashion-forward finds."
"The program was designed to introduce Design Lab to this customer where she is engaging and consuming content every day," said Lord & Taylor CMO Michael Crotty. "The goal was to make her stop in her feed and ask why all her favorite bloggers are wearing this dress and what is Design Lab? Using Instagram as that vehicle is a logical choice, especially when it comes to fashion."
An even 50 Instagrammers were hand-picked and compensated by the brand, with each selected "based on her aesthetic and reach," Crotty said. Many of the posts generated more than 1,000 Likes each, with several surpassing 5,000 Likes and some reaching rarified levels like 13,000 Likes.
Check out some of the photos below from the weekend push. If you're sad you missed your chance at the dress, Crotty says it will be back with new patterns in April, May and June.
For a few hours on Tuesday, social media users were puzzled over whether Amazon Dash was an actual, Internet-of-Things invention or an early April Fools' Day joke. The Seattle-based e-commerce giant introduced WiFi-enabled buttons for consumers to place around the house, letting them—by physically pressing the button—instantly re-order products like toilet paper and coffee through Amazon Prime. The small, plastic buttons are wired to the Amazon Prime smartphone app, which allows users to control purchasing restrictions such as quantity while stocking up on Tide, Huggies, Kraft (see image above), Glad and other packaged goods. A nearly endless stream of Twitter users, like the one below, expressed doubt about the futuristic feature, wondering if it was real. It's kind of sad (hilarious) that people _legitimately_ aren't sure if the new Amazon product is real or just an April Fool's joke. — Javier Soto (@Javi) March 31, 2015 Amazon then confirmed with multiple outlets that Dash is a genuine step forward in digital retail. "You should think of it as a physical representation of the one-click button from the website," Kinley Pearsall, an Amazon spokesperson, told MarketWatch. So we asked a few branding experts about the strategy of releasing such a Jetsons-like, hard-to-believe product the day before April 1. Was it brilliantly orchestrated buzz or wrong-headed PR? "Despite this [confusion], it is a stroke of genius the way it was introduced," contended David E. Johnson, CEO of Strategic Vision LLC, a public relations and branding agency, who also noted Dash's debut was favorable in comparison to the tepid response received by Amazon's Home Services division, which launched Monday. "People are talking about Amazon Dash, including people who would not normally be doing so," he said. "More importantly, this attention that Amazon Dash is getting is no doubt leading people to check it out on Amazon and also check out the Amazon Prime program that it is offered through." Adam Padilla, creative director at BrandFire, agreed. "The April Fools' strategy was great," he said. "At first, you wondered whether it was real. And then when you find out it is, it's like a gift from God." Padilla said he is a new father and already plans to put a Huggies or Pampers button next to his daughter's changing table. "It essentially replaces that panic button, where you are like, 'Oh shit, I am almost out of diapers,'" he remarked. "To know you can press the button and the diapers will drop-ship the next day—it's like a button out of the future." Josh Feldmeth, CEO, Interbrand North America, added, "The fact that anyone thought this was an April Fools' stunt only suggests that the product might look too good to be true." The launch plan appears to be intentional and was a savvy move, suggested Gareth Price, technical director at Ready Set Rocket. "[Internet-of-Things] devices have not yet penetrated the mainstream, so the April Fool's confusion will help bring awareness of the product to mainstream consumers," he said, "especially as the jokes are practically pre-written for late-night talk shows and Internet pundits." Sean Cullen, svp at ad tech firm Fluent, echoed Johnson's earlier description of the April Fools' strategy as "genius." "Even my wife sent this [Dash news] to me today," Cullen said. "Only Amazon can have everyone talking about and wanting a Jetsons-like button that allows you to order toilet paper. Even if this ultimately goes nowhere, Amazon will continue to be seen as an innovator in this space, thanks to ideas like this and their delivery drones." Will Amazon Dash suffer the same bad fate as Amazon's Fire Phone or Google Glass? It bears watching. "Maybe I am drinking the Kool-Aid," said Padilla of BrandFire. "But I think it's obviously very smart and also has practical use cases."