Ice-T, RXBar and Brands that Capitalize on Place and the New York Moment

When brands use celebrities in their marketing campaigns it39s often because of the celebrities39 reach or follower countamp160 In fact 16 of consumers ages 1634 find out about brands through celebrity endorsementsamp160 However in order for celebrity endorsements to be successfulamp160it39s not about the nameamp160but the reputation of the celebrity that builds consumer confidenceamp160 The best brands take this concept a step further asking themselvesamp160 What happens when a celebrity a reliable face we39ve all come to know and trust is the embodiment of your brandEarly on RXBaramp160realized that not only is the health and wellness market crowded but the energy bar market is particularly claustrophobicamp160 Asamp160Charlie Hart RxBar39s Director of Masterbrand told Adweek the brand wanted to differentiate itself from a sea full of Instagram models and photoshopped ingredientsamp160 Instead like the ingredients of the bars themselves they wanted to strip their ad campaigns of any filler which is how the quotNo BSquot campaign pictured at top was conceivedamp160 quotWhen we lookamp160at the whole campaign what we were trying to do is be aggressively simple and strip out all the gimmicksquot Hart saidamp160 quotIceT embodiesamp160that perfectlyquotWhich is what makes RXBar39s new advertising campaign so complex and so compelling the brand is making IceT and by proxy New York the locationamp160stars with itsamp160strategically placed billboards across MTAamp160 In fact RXBaramp160wasn39t afraid to pull out all the stops for theamp160quotNo BSquot campaign and they are the first brand to be prominently featured in all 10 available rotating ad spots across 27 screens that flank the Lorimer and Metropolitan Street Stations in Brooklynamp160 They39re advertising using sets of triptychs three screens rotating at one time and giving their audience the opportunity to respond to their creative campaign IRL and in real timeamp160 And by using a New York quotNo BSquot approachamp160they39re also capitalizing on a face that screams in IceT39s own words quotI am the total packagequotAnother great example of a brand anchoring itsamp160branding and messaging together with the help of a celebrity is the collaboration between Dwayne quotThe Rockquot Johnson and Under Armouramp160 Famous for saying quotIf something stands between you and your success move itamp160 Never be deniedquot The Rock embodies hard work disciplineamp160and the drive that it takes for you to reach your goals everything Under Armour is aboutamp160 Being a native of Maryland the home of Under Armour and an avid Ballers fan this campaign piqued my interestIn order to have a successful advertising campaign Under Armour hit the ground runningamp160 The brand put out limitededition merchandise as part of its Project Rock One series invested in TV spots and social media and also engaged in a totalamp160crosschannel campaign supporting the initiativeamp160 In fact according to the celebrity research companyamp160Spotted the brand has had the No 1amp160most lucrative and successful celebrity endorsement campaign of the yearAnother brand that really stands out in terms of its careful curation of celebrities and understanding its audience appeal is Spotify pictured above Not only was Spotify awarded quotMedia Brand of the Yearquot at Cannes but it taught us how a brand can successfully launch a new product offering create brilliant locationspecific campaignsamp160and leverage data to really connect with itsamp160audienceamp160 We39re living in an age whenamp160data privacy is at the front and center of so many consumer minds yet Spotify has been able to creatively use data to spotlight its users39 tastes and make a huge statementWe39ve also seenamp160Spotify succeed across multiple OOH activations in the New York City subways home to a variety of smartly designed ads from a tongueincheek approach to New Yorkers39 love of Cardi B to their viral David Bowie campaign placed in a historically significant and datadriven locationamp160 By putting their listeners39 favorite artists and songs at the heart of their campaigns Spotify showcasesamp160how brands that put customer experience first win big in advertisingAll of these brands are tapping into a much larger trend in advertisingamp160 While consumer confidence is stronger than ever brands must find innovative ways to differentiate themselves and stay ahead of the curveamp160 Therefore brands are investing their efforts in marketing in physical locations to maximize their appealamp160 And in the case of CPG brands when taking advantage of the physical placement of their productamp160the most innovative brands are also using OOH campaigns that leverage placement and metropolitan areas to make their marketing even more effectiveWhat inspires us most about the campaigns of RXBar Under Armouramp160and Spotify is how they have married location marketing productamp160and brand to make their messages standoutamp160 In a crowded marketplace where quotcut the crapquot is a verifiable MOamp160these brands have delivered their messages straight with no chasersClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Ice-T, RXBar and Brands that Capitalize on Place and the New York Moment

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Carly Zipp

Breaking Barriers: Nada Bradbury’s AD-ID Strategy for Advertising Effectiveness and Women in Tech - By E.B. Moss

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Ice-T, RXBar and Brands that Capitalize on Place and the New York Moment

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Carly Zipp

Breaking Barriers: Nada Bradbury’s AD-ID Strategy for Advertising Effectiveness and Women in Tech - By E.B. Moss

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