Brands are always on the lookout for the next trend to jump atop. The only problem is they tend to be late to the game.
Scope has apparently figured out that bacon is a big thing online. In what seems like an early April Fool’s joke, the mouthwash brand released a commercial last week for its new product: Scope Bacon, bacon flavored mouthwash. How refreshing.
It’s a move that’s sure to get attention. (We’re writing about it, after all.) But Procter & Gable brand wins few points for originality. After all, the makers of Bacon Salt for years have cornered the market on fake novelty product. They’ve rolled out everything from bacon chapstick to bacon lube over the last couple years. There are all kinds of bacon products from others, like bacon shaving cream, bacon-scented candles, bacon flavored condoms. Now Scope wants in on the bacon action.
Scope, through its agency Publicis Kaplan Thaler, is encouraging people to spread the word about it using the hashtag #scopebacon. It’s a pretty standard example of a brand associating itself with slash poking fun at a kitschy cultural trend, but it works coming from a big brand that you wouldn’t necessarily think has a sense of humor. Mouthwash isn’t the sexiest or most entertaining or products. But just add bacon and voila.
It’s all very entertaining. The big question is whether it’s too late to the game.
Q&A: Tim Armstrong on Web3, data and the ‘bundling’ of consumers
AOL's former chief — now the founder and CEO of Flowcode — discusses how the adoption of blockchain tech compares to earlier internet eras.
‘Social listening is so important’: Hulu adapts social strategy to follow fans’ interest
While Hulu does make social marketing plans for each show, the company keeps tabs on social sentiment -- i.e. what's working and what's not -- and adapts its social strategy accordingly.
Magna research: The do’s and don’ts of native and repurposed advertising on TikTok
Advertisers on TikTok need to follow a few best practices if they're going to succeed on the platform, such as always thinking vertically, and being comfortable with the creator's style they work with.
SponsoredWhat gaming habits reveal about media consumption
Jordan Shlacter, head of research, Activision Blizzard Media Entertainment choices have never been more abundant, and gaming has emerged as one of the biggest winners in the battle for audiences’ attention. While gaming’s exponential growth has been well documented — there are currently nearly 3 billion gamers worldwide spanning a diverse set of demographics, interests […]
Covid and the case for labor movements: The Return podcast, episode 3
In the third episode of Digiday podcast The Return, Fitzco sees its first positive case of Covid-19. While the team is disappointed, there are no active plans of turning back the clock to pandemic lockdown.
How contraceptive brands are increasing online advertising since SCOTUS overturned Roe v. Wade
Contraceptive brands such as Plan B, Favor and Phexxi have in some cases doubled or even quadrupled their online advertising to reach consumers.